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Meet Giana Guizar of Cielo Vintage in Chinatown

Today we’d like to introduce you to Giana Guizar.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I am a 20-year-old entrepreneur who moved to L.A. at 18, but my story starts long before then. When I was 12 years old, I wanted to make my own money, but obviously, I knew I couldn’t get a job until I was at least 16, so I started my own clothing company. My brand started out as Daydreamers Apparel, and I used to sell revamped vintage denim shorts!

After the high waisted denim shorts craze died down a bit, I decided to focus on fast fashion. I was now 16, eager to make money, and have the most fashionable clothes available to my peers. Around this time I also started my YouTube channel that I still consistently use as a creative platform to showcase my style through lookbooks, weekly vlogs, lots of footage of my cats, and vegetarian recipes. Anyways, back to my business.

This fast fashion era lasted for about three years for me until I decided that something still just wasn’t right. It was time for another rebrand. My business has always been incredibly personal to me, and I have always wanted it to reflect my style and who I am, but I found myself staying away from fast fashion and getting more and more one of a kind + hard to find vintage pieces.

As I grew older, I became more environmentally aware and conscious for how things are made, and more importantly who they are made by… and in January 2019, Cielo Vintage (Heaven Vintage) was born! My Mexican heritage and my grandmother inspired the name, her favorite song was Rinconcito en el Cielo, which translates to “little corner of heaven.”

Through Cielo Vintage I am able to sell sustainable pieces that are vintage or one of a kind, and because they are second hand, there is no harm to our environment. I wanted to create a brand that was accessible to everyone, so I strive to keep my prices low because buying sustainably and ethically shouldn’t be reserved for those who can afford it.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Making a living off of your passions is never an easy journey, and I am still not to the point of having my only income as my business’ profits… which is okay. In the beginning, I was definitely more focused on the money aspect of owning a business, but recently I am only focused on providing an environmentally friendly, fashionable, and affordable place to shop for my fellow sustainable vintage lovers. Some of the biggest struggles I faced were money related though, which came very quickly after moving to L.A.

Sometimes I would have to shut my business down in order to pay rent or eat because the cost of the website + inventory was just too high and profit wasn’t enough to keep it going. However, I never let this discourage me. I am just like my dad, fiercely determined and won’t let anything get in my way for long or stop me. I am someone who will always find a way to make it work, especially something that I am passionate about…

So I kept pushing. I probably closed and relaunched my business a total of three times in a 2-year span, but each time I added more fresh/fun items that I had before. It’s still tough being 20, a student, YouTuber, and business owner while maintaining a social life and job, and keeping the rent paid with food on the table (and in my cat’s bowls). As long as I love what I’m doing, I will keep finding a balance to make it all work.

Alright – so let’s talk business. Tell us about Cielo Vintage – what should we know?
Something that I find really fascinating about vintage companies is that we’re all so different. Typically, none of us will ever have the same items in stock, and I think that factor alone gives us each a unique niche to cater to.

My business focuses on more of a girly yet edgy look, and it is quite fun to find pieces from opposite ends of the fashion world and style them together. I think what sets me apart is that aside from a business owner I am also a stylist. When I’m taking photos for my site, I style the inventory as I would if I was styling myself or a client which allows the customer to really envision themselves wearing the item(s).

I am most proud of the evolution of my company. Not many fashion companies can keep up with the fashion-forward trends while also maintaining an ethical, sustainable, and environmentally friendly shopping experience for their customers.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
I owe everything to my family, friends, and loyal customers/ supporters. Starting with my family, they are undoubtedly the most supportive and loving people I have in my life, and they push me to be myself while being the best person I can be.

My parents are my best friends, they call me almost every single day to go over my accomplishments, what I need to work on and to give me advice on current projects I am focused on in all aspects of my career. They will always bring me up when I am down, never losing hope in my dreams, and are constantly waiting for my next move. I love my family more than anything.

Next, I’d like to attribute my success to my friends. I live in L.A. while my family still resides back in my hometown, Fresno, so who I surround myself with out here is crucial.

My best friend (and roommate) Paige has been with me through all of my endeavors, darkest times, and some of the best experiences of my life. She is also a creative and is constantly giving me inspiration through her presence, which is very appreciated in a city that can be so draining sometimes.

Chris, who is also my best friend and boyfriend, has always had my back and makes sure that I don’t get too down on myself. He is the person who keeps my head on straight and constantly reminds me to focus on how I can improve instead of dwelling on what I didn’t do well enough. I am a perfectionist, and I am way too hard on myself, but he reassures me that who I am and doing my best is good enough. I love them both so so much.

Lastly, all of my customers, followers, and subscribers are so special to me. They provide such positive feedback, inspiration, and nothing I do would be possible without their endless support.

Contact Info:

Image Credit:
Jacob Erwin

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