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Meet Susan Rangel of Coqueta Boyle Heights

Today we’d like to introduce you to Susan Rangel.

Thanks for sharing your story with us Susan. So, let’s start at the beginning and we can move on from there.
“Aver esos ojos tan coquetos”, my madre would say to me. (Translation: “Let’s see those flirty eyes.”) I have batted these big, brown eyes since 1990. I’ve been called “Coqueta” all my life.

I am deeply rooted between the streets of Boyle Heights and South Central. As a little girl, I use to spend my weekends at a restaurant where my tia-madrina worked, located right across the Mariachi Plaza. I remember the Mariachi bands would walk to hang out and enjoy a hot plate of menudo. I was fascinated with their traditional attire and musical talent––so much that I called some of them my novios. I would run out to play pretend “house” at the plaza and let their music be the soundtrack to my impromptu novelas.

​The owner of the restaurant, Doña Mercedes, loved having me over! She would give me “busy work” to keep me out of the kitchen–– greeting guests, placing forks, spoons, napkins. etc. One day Doña Mercedes told me she had a surprise for me and handed me a paper bag. I opened the bag and it was full of silver and gold jewelry. Like most Latino babies, I was given my first gold bracelet before I learned to hold my own bottle. However, it wasn’t until this little surprise that I really fell in love with jewelry. As much as I wanted to wear make-up as a kid and pre-teen, I wasn’t allowed to, so I turned to jewelry to fulfill my needs to express myself through accessorizing. So all throughout middle school and high school, I rocked hoops and drop earrings daily. I would feel “naked” if I ever left my house without my earrings. So here I am 22 years after the brown bag surprise­­––finally letting go of fears, doing what I love and embracing the dreams inspired by my upbringing.

I bring you Coqueta, rooted in this beautiful city of Boyle Heights. Every piece is uniquely chosen to bring out the coqueta in you. I invite you to treat yo self, love yourself and flourish, or like how I like to say, Consiéntete, Quiérete, y Florece. Esta Coqueta is not stopping now!

Has it been a smooth road?
* Nervous laugh * If I am honest, no it has not been easy. It has been quite the experience. We launched in November and by February Coronavirus was already making an impact here in California and we instantly felt the hit. I really thought this was over for me and I was heartbroken. In the midst of the chaos, I decided to use “quarantine” to research even more, read, learn more, and mostly importantly create consistently. I am determined NOT TO QUIT.

Consistency has been key to where I am today. Whether we’re having a great day or a bad week. Consistency makes all the difference. This whole journey is humbling. I am constantly learning something new. There is so much more that goes on behind the scenes than anything else. Instagram just shows 10% of the work. But this is what I LOVE and I don’t mind the work, the stress, the sleepless nights, the late nights. I know it’s going to be worth it. I love what Coqueta Boyle Heights is becoming. I feel like we have not touched the surface yet and I am excited for the future.

So let’s switch gears a bit and go into the Coqueta Boyle Heights story. Tell us more about the business.
My name is Susy Annais. I am the daughter of Mexican immigrants and raised in Los Angeles. I am the brain & founder of Coqueta. Which means I’m also the content creator, accountant, bookkeeper, buyer, marketing strategist, photographer, web designer, customer service department and I also personally package every order with so much love ❤️

I run this business from A to Z and everything else in between. I am proud of that, being able to create and share my love for hoop earrings and jewelry with every girl out there. I am also proud for giving myself of a chance. Creating Coqueta has helped me grow in so many ways both personally and professionally. I want to remind women how beautiful and capable they are to go after their dreams. I believe women are phenomenal beings with an unmeasurable potential and if I can do it, they can too!

COQUETA is a jewelry line created for the ever-evolving bebecita. COQUETA is for mothers, students, working professionals, the trendsetters and go-getters, who are on a journey of growth, self-love and empowerment. Coquetas have magia. You put them on and your demeanor changes. They instantly give you confidence and the right amount of sas you need to conquer another day. We are a brand created by a woman for all women.

How do you think the industry will change over the next decade?
Jewelry is timeless. It is form of expression, culture, and tradition. The jewelry industry is only growing making it more attainable for everyone.

There are so many things changing already considering we are in a pandemic. Jewelry consultations are now available virtually. Pop-up shops are now done live via Instagram or Facebook. More than ever people are shopping online.

I grew up on hoop earrings, so for me its always been about Coquetas. I feel though they have made a huge comeback in the last few years and I am so happy they did. You can’t go wrong with a good pair of hoop earrings. EVER!

Contact Info:


Image Credit:

Yesenia Gutierrez, Susan Rangel, Sara Reyes

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