Meet Sulema of La Mirada CA

Today we’d like to introduce you to Sulema.

Hi Sulema, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My journey has always been rooted in creativity, culture, and a love for art. Before founding AMORFIRST, I spent many years in the beauty industry, working with brands such as Elizabeth Arden, Stila, Becca, and Cover FX. My career gave me the opportunity to work with major retailers, lead sales and education initiatives, and collaborate with talented artists and teams across the United States and Latin America. Those experiences taught me so much about branding, storytelling, and what it takes to build a business.

In 2016, I decided to channel my creative vision into something of my own and founded AMORFIRST, a Latina-owned jewelry and accessories brand inspired by my Mexican-American heritage, my love of art, and the belief that we should always lead with love. I wanted to create pieces that were more than accessories, pieces that expressed individuality, celebrated culture, and felt like wearable art.

Building a small business has been a journey of learning, reinvention, and perseverance. I wear many hats, from designing and sketching to marketing, photography, packaging orders, and connecting with customers at pop-ups. As a mother and entrepreneur, balancing family and business has also shaped my perspective and taught me the importance of resilience, patience, and trusting my own creative voice.

Today, AMORFIRST is an extension of who I am: an artist, designer, mother, and woman who believes in the power of creativity to bring people together. My vision is to continue growing the brand, exploring new artistic collaborations, and creating meaningful pieces that celebrate our stories and cultural connections. I’m proud of how far I’ve come, and I see this journey as an ongoing evolution rather than a finished destination.

At the heart of it all is the philosophy behind AMORFIRST: lead with love, stay true to who you are, and never stop creating.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road. Like many small business owners, I’ve faced challenges navigating an ever-changing retail landscape, building brand awareness, and finding ways to grow a business while competing with larger, more established brands. Being an independent designer means wearing many hats and learning every aspect of running a business, often through trial and error.

One of the biggest challenges has been balancing my responsibilities as a mother with my ambitions as an entrepreneur. There have been seasons when family needed more of my time and attention, and I had to learn how to adapt, be patient with myself, and trust that taking a different pace didn’t mean giving up on my dreams.

Another challenge has been learning to evolve with the times, especially as marketing and online retail continue to change. Creating beautiful products is one part of the journey; getting them in front of the right audience and building a sustainable business requires an entirely different set of skills.

Through it all, I’ve learned resilience, resourcefulness, and the importance of believing in my vision even when the results don’t come as quickly as I’d hoped. Every setback has taught me something valuable, and every small win reminds me why I started. I’ve come to understand that success isn’t always a straight line. Sometimes it means adjusting your approach, giving yourself grace, and continuing to move forward without losing sight of what makes your work meaningful.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’m the founder, designer, and artist behind AMORFIRST, a Latina-owned jewelry and accessories brand that celebrates individuality, cultural connection, and the beauty of self-expression. My work blends art, fashion, and storytelling, creating distinctive pieces that feel more like wearable art than traditional accessories.

I specialize in statement jewelry and artistic designs that draw inspiration from my Mexican-American heritage, modern aesthetics, and the world around me. I love experimenting with shapes, textures, colors, and unexpected combinations to create pieces that feel bold, sophisticated, and unique. My creative process is very personal, and I’m always looking for ways to bring an artistic perspective to something people can wear and make their own.

What sets AMORFIRST apart is the story behind the brand. Growing up with Mexican-American cultural influences and building a life that embraces both my heritage and my own creative identity has shaped how I see art and design. I want my work to honor those connections while remaining contemporary, eclectic, and accessible to women who appreciate originality. The name AMORFIRST reflects my philosophy of leading with love, celebrating our differences, and finding beauty in the things that connect us.

I also bring years of experience in the beauty industry, where I worked in sales, education, and brand development for established brands. That background gave me a strong understanding of how creativity and business intersect, and I draw on those experiences every day as I build my own brand.

What I’m most proud of is having the courage to create something of my own and continue pursuing that vision while raising a family. Building a business from the ground up has taught me to trust my instincts, embrace experimentation, and keep evolving. I’m proud that AMORFIRST is not simply about selling jewelry; it’s about creating pieces that spark conversation, inspire confidence, and allow women to express who they are.

Ultimately, I want people to feel something when they discover my work. Whether it’s a bold statement earring or a sculptural ring, I hope each piece reminds them that personal style is an art form in itself. That combination of cultural storytelling, artistic expression, and a love-first philosophy is what makes AMORFIRST uniquely mine.

Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
Absolutely. While I’m proud of what I’ve built with AMORFIRST, I know I haven’t done it alone. My mother was one of the greatest influences in my life. She was the epitome of resilience, strength, and perseverance. Watching her navigate life’s challenges taught me the importance of standing strong, adapting when life takes unexpected turns, and continuing forward even when things aren’t easy. Those lessons have stayed with me throughout my journey as a woman, mother, and entrepreneur.

My husband has also been an incredible source of love and support. Having a partner who believes in me and encourages me to pursue my creative vision has meant more than words can express. Together, we’ve built a life and a family, and his support has helped me continue to nurture my dreams while navigating the many responsibilities that come with being an entrepreneur.

My children are another tremendous source of inspiration. They remind me why it’s important to pursue what you love, lead with your values, and show them through your actions that it’s never too late to follow your dreams. Being their mother is one of the most meaningful parts of my life, and I hope my journey teaches them the value of hard work, creativity, courage, and believing in themselves.

I’m also grateful to the customers who have supported AMORFIRST, worn my designs, shared my work, and connected with the stories behind my pieces. Every purchase, kind word, and meaningful interaction reminds me why I started this business in the first place.

Ultimately, my success is not mine alone. It’s built on the resilience my mother instilled in me, the love and encouragement of my husband and children, and the support of the community that continues to embrace my work. They are all part of the AMORFIRST story, and I carry their love and influence with me in everything I create.

Pricing:

• $40-$700
• Custom price varies

Contact Info:

• Website: https://www.AMORFIRST.com
• Instagram: @amor_first /@amorfirstgalleria
• Facebook: @AmorFirst & @AmorFirst Jewelry

Image Credits
Photo- LJH
Makeup- Sulema Fernandez- Honn