FedEx E-Commerce Learning Lab Holiday Gift Guide: Educated Chola
In East Los Angeles, an ambitious small business is changing the way we view mental health. Educated Chola, a mission-driven retail business owned by Rosa Valdes, wants to normalize the discussion, destigmatization, and acceptance of mental health throughout the Latinx community.
Growing up in a low-income household in southeast LA and raised by a single mother, Rosa didn't have access to mental health resources growing up. She felt alone, isolated, and didn't have anyone to talk to about her mental health issues.
There was and continues to be a stigma associated with having a mental health issue, which forces many people to "keep it to themselves" without seeking support for fear of being attached to labels and looked at as someone they're not. Drawing on her personal experience, Rosa dedicated herself to speaking up for those within the Latinx community who are struggling with mental health. "I go into spaces where I am one of the very few people of color or Latinx women in the room and have to represent us all at times, because there isn't space for us."
A self-proclaimed "chola," Rosa was determined to address this stigma and started "Educated Chola" to reshape how people think about their own mental health throughout the Latinx community. Her business provides ways for people to wear their mental health as a badge of honor, to be proud of who they are, and to know that their mental health does not define them. Educated Chola provides a space for people to feel comfortable to tell their stories and to feel seen. It is a growing community of individuals who have previously felt isolated and alone because of their mental health.
This has been no small feat. Educated Chola is a pioneer, trail-blazing new ways of thinking about mental health on a grand scale and removing barriers within the business community. "It's been hard finding partners in the retail space because they don't necessarily want to associate their brand with mental health. There is still a clear lack of understanding of mental health on a societal level."
To address these challenges head on, Educated Chola found an opportunity to further expand its reach and message through the FedEx E-commerce Learning Lab. In collaboration with Accion Opportunity Fund, FedEx offers this program to empower women and minority-owned small businesses, providing them with hands-on learning, mentorship, and networking opportunities to enhance their online presence.
"It allowed me to feel more comfortable presenting my business to the world, knowing that a lot of people may still not understand." Utilizing the program's learning opportunities, Rosa figured out how to convey her message much more efficiently and clearly through her digital presence. She was able to connect with other participants who provided support and made her feel more comfortable. With the help of coaches and mentors, she figured out how to communicate her message more strategically and to a broader audience, understanding ways to optimize her digital presence and make sure her branding is clear.
As of now, Rosa has appeared on various news outlets, including the NY Times and NBC Los Angeles. She has significantly increased traffic on her website and social media, and she has connected with several other like-minded individuals, influencers and businesses which has helped to amplify her business and overall vision.
In the future, Rosa wants Educated Chola to become a lifestyle brand centered around demystifying and removing the stigma of mental illness. She plans on connecting with various initiatives and programs that not only help individuals be more comfortable with their mental health but also provide affordable mental health care throughout the Latinx community.
There's still a long way to go in terms of changing the conventional wisdom around mental health, but Rosa believes we're headed in the right direction, and Educated Chola is leading the charge.
If you would like to support Educated Chola, check out their products in the 2024 FedEx E-Commerce Learning Lab Gift Guide![1]
[1] FedEx is proud to sponsor Accion Opportunity Fund and the FedEx E-Commerce Learning Lab. However, FedEx and AOF do not endorse or guarantee the quality, safety, or performance of any product advertised and sold by the small businesses participating in this program.