Exploring Life & Business with Denise Hernandez

Today we’d like to introduce you to Denise Hernandez.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started? 
I’m Denise Hernandez – an entrepreneur and the visionary force behind my home decor brand, Jitana. As a first-generation Salvadoran, I proudly embrace my roots and channel my passion into curating collections of ethically and meaningful sourced home goods from across the globe. While my professional journey began in the realm of fashion buying, I made a pivotal move into the world of home decor in 2018. 

Several years back, I made a choice to depart from the fashion industry, opting instead to immerse myself in an industry where more ethical sourcing can take precedence. This decision birthed Jitana, a manifestation of my unwavering commitment to crafting products that resonate with mindful production practices while adding beautiful and meaningful pieces to a home. 

Pulling inspiration from my travels, I have curated a business that embraces cultures and artisans from around the globe while also creating a community online of fellow home decor enthusiasts. The name Jitana came from a childhood nickname my mother gave me. Jitana means gypsy in Spanish, which is usually spelled with a G, but I use a J to add my own twist. My mother would say that I was meant to be everywhere and anywhere. Which the wanderlust proved true as I got older, and you couldn’t find me in any one place for too long. 

All the traveling I got to do during my time in the fashion industry really opened my eyes to all the beautiful artisan work around the world. I instantly fell in love with wanting to share these things with everyone back home. I started by packing my bags to the brim with all the goods I could fit from a trip to Bali. I brought them home and began selling the items to friends and family and flea markets in order to get a feel for what people were interested in. Once I figured that out, I started preparing my first official buy to create my wholesale business. Keep in mind my background was in fashion buying, so I was familiar with the buying and wholesale process. I started selling on wholesale platforms, and Jitana took off, and we were doing great. 

During the pandemic, I took the leap into the retail side of business. I created a website one summer and listed all our items. We did a photoshoot, curated our first collection and our audience loved it! We were so excited that people resonated with our brand and our story, but most importantly that they valued our pieces. I started sourcing from Mexico shortly after and then started designing our own pottery items like vases. Those continue to be our best-selling items to this day. Jitana really grew quickly, and I rolled with all the waves the world of business was sending my way. I am so grateful for this journey, and I can’t wait to share what’s next for us! 

Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
Oh man, when we kickstarted this whole thing, let me tell you, it was A LOT to learn. There still is so much I am learning every day. Back then, it was just me trying to figure it all out – it was an international business where I was sourcing and bringing products from both Indonesia and, later, Mexico. 

There were a lot of things to manage – diving into the world of international buying, getting the lowdown on shipping intricacies, dealing with timelines that had a mind of their own, and not to mention, these were just the logistics of everything. I do have to say I didn’t go blindly in, as my background was all about fashion buying, but now I was leaping headfirst into a whole new industry of home decor. 

I had this crystal-clear vision of what Jitana could become, even though I was practically a one-person army, feeling the weight of it all. Every day was a hustle, but I honed in on what I knew I was good at. The challenges were like fuel for growth. They pushed me to my limits and then some. And we made it work. Each obstacle became a steppingstone, paving the way for the thriving venture that is Jitana today. Now, I am so grateful to have built a team of bosses that help me get this all done. 

We’ve been impressed with Jitana, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Right now, the heart of Jitana beats for our community. Yeah, we might be all about e-commerce and wholesale behind the scenes, but we’ve created something that holds so much more meaning to us – Bodega Jitana. Think of it as our showroom right at our warehouse. We fling those doors wide open, inviting our community to swing by, check out our goods, and shop in real life. But it’s more than just shopping. It’s about finding your gente (people) and building your home. It’s like a community center where you know you’ll find others who value artisan home decor as much as you do and who want to feel like they belong somewhere. It’s where we invite you to our home so that you can feel at home too. 

Sometimes, you need to find your people to really feel like you belong. And that’s exactly why we built the Bodega – to create a space, especially for our Latino community, where they can feel like they’re part of something bigger. A place where they can rub shoulders with fellow Latinos who share their passion for home decor. 

We specialize in artisan home decor and in creating spaces in your home that reflect who you really are. We found that in our Latino community, especially the younger millennial generation, they are looking for way to build a modern home that still reminisces their childhood culture. We think that Jitana does just that. We try to subtly incorporate our culture into our designs. 

We want all of our clients and customers to feel that when shopping with us, but sometimes, we know that customers might want a little bit more help incorporating that into their homes. Which is why we created Estilo by Jitana. We are getting ready to launch this service later this year, but essentially, Estilo is an affordable styling service provided by our interior stylists. We work together with clients to create a vision for their home that reflects who they are, and we add our Jitana flare. We are so excited for this project launch and can’t wait to share it with our community! 

What would you say has been one of the most important lessons you’ve learned?
“The most successful people in business have taken the biggest risk.” 

Back in my college days, I was a finance major, and a professor dropped this wisdom bomb on us in class. It’s been etched in my mind ever since. 

I’ve come to realize that where there’s high risk, there’s often high reward. It’s like a mantra I carry with me, especially when I’m faced with tough decisions in my business journey. But to clarify, I’m not out here making reckless moves left and right. For me, a big risk needs to come with a well-thought-out game plan, complete with all the pros and cons listed out. 

Taking risks isn’t about being impulsive – it’s about making a calculated leap. If the puzzle pieces fit and the stars align, I’m all in. It’s like a dance between weighing the potential and embracing the unknown. So, that’s me, making moves with purpose and strategy. 

And something people don’t always talk about when building a business – don’t feel so pressured into having a big team. It’s all about having the right people in your corner, the ones who’ll give you a nudge when you need it most. 

Last thing – don’t be a copycat! Sure, get inspired, but remember, you’ve got to put your own sazon on everything. Embrace your uniqueness and bring it to the table. After all, that’s what makes the world more flavorful! 

Pricing:

• Yulo Hand Towel $10
• Alma Beaded Marble Cross $45
• Amil Vase $68
• Avery Vase $100
• Aros Links $110

Contact Info:

• Website: SHOPJITANA.com
• Instagram: @SHOPJITANA

Image Credits
Public 311 Design