Emily Sanchez | Lifestyle Content Creator & Classy Casita’s Inspiring Founder

In today’s bustling digital landscape, where creativity and entrepreneurship intersect, Emily Sanchez emerges as a beacon of inspiration. As the founder of Classy Casita, Emily has seamlessly blended her passion for home décor, travel, and cultural richness into a thriving brand that resonates with audiences worldwide. With roots deeply embedded in Southern California’s vibrant Latinx community, Emily’s journey from content creator to successful entrepreneur is as captivating as it is empowering. In this exclusive interview, we delve into Emily’s world, exploring the origins of Classy Casita, her cultural influences, and the secrets behind her entrepreneurial success.

Can you tell us about the journey of Classy Casita, from its beginnings as a personal blog to the thriving lifestyle brand it is today?

I started my shop because I noticed I was helping out fellow plant lovers, either by taking care of their plants or getting them to start their plant journey. I wanted to give them tools that had helped me a ton with my plant journey. As I got really into this hobby, I realized there weren’t many cool plant care tools or accessories explicitly made for millennials who dig plants. So, I decided to create my line of plant care tools! I have always dreamed of seeing them in my favourite local plant shops so that not only locals can take better care of their plants but also have some nice gifts for their friends and family. I’m all about gifting houseplants, so that was a big inspiration behind the products, too.

Fast forward to today, and you can find my plant care goodies in tons of plant shops across the US, Canada, Europe, and Australia. Plus, they’re also on Amazon and other online spots. Oh, and my shop has grown to include more products like home goodies, lifestyle bits, and even some fun apparel!

How have your cultural roots and experiences shaped the ethos of Classy Casita?

My Mexican culture and roots have had a profound impact on shaping the brand’s ethos. Growing up surrounded by vibrant colours, rich textures, and a strong sense of community, I wanted to bring those elements into the heart of Classy Casita. Our products are not just about aesthetics; they’re about celebrating the warmth and loving feeling you get when you do things you love, like care for your plants and decorate your home. I love weaving my cultural heritage into my product lines in simple but meaningful ways. I play with language, using Spanglish for product names, collection titles, and merchandise. I want people to instantly recognize my brand as Latina-owned, a true reflection of my identity as a Mexican American entrepreneur. That’s why you’ll find names like Amiga, Plantita, and Vida for my collections—all in Spanish, representing that vibrant Latinx flair. Check out my “Plantitas & Chill” sweat set or cute stickers with “Amiga” and “Chica Bonita”! I’m also cooking up some new goodies that dive even deeper into my heritage, with a focus on the Spanish style and Mexican decor I adore. Stay tuned!

You have drawn inspiration from your travels, particularly in Mexico and Bali. How do these diverse cultural influences manifest in your brand’s aesthetic and offerings?

My travels have been a huge inspiration not only for my brand but also for my overall style, especially my experiences in Mexico and Bali. These diverse cultural influences really shine through in the brand’s aesthetic and products. From the vibrant colours and textures, the Spanish style, and some bohemian styles. You’ll find a fusion of these beautiful cultures in not only the brand’s aesthetic but also my own personal style.

Building a community is essential in today’s digital age. How did you initially engage and grow your audience as a content creator, and how has this evolved with the expansion of Classy Casita?

Having this career has been incredibly rewarding, and I feel incredibly fortunate to have such a supportive community with which I can share various parts of my life. They’re the ones who have truly made Classy Casita what it is now and are the reason for its success through their support on social media. I often like posting on social media and hanging out with a group of friends, and these friends happen to be my biggest supporters, always rooting for me and my brand to thrive. I’m incredibly grateful for their support! Building a community is absolutely crucial in today’s digital age. As a content creator, I initially engaged and grew my audience by creating authentic and relatable content that resonated with them. This included sharing my passion for home decor, plants, travel, my daily life, and culture. As Classy Casita has expanded, I have continued to prioritize growing my community through social media engagement, events, and collaborations. This has evolved into a supportive network of individuals who share my values and enthusiasm in many aspects of life!

As a business owner, what unique challenges and opportunities have you encountered in the entrepreneurial landscape?

As a business owner, I’ve faced unique challenges like managing growth while maintaining quality and staying ahead in a competitive market. However, opportunities like connecting directly with customers through digital platforms and adapting to changing trends have been key in both my e-commerce business and personal brand. Another major challenge I am currently working on is time management. I often wish there were two of me: one to focus on the e-commerce business and one to focus on the content-creating business. I am going to handle this issue by slowly beginning to hire a small team, and I am very excited to see growth happen.

Your brand encompasses various lifestyle aspects, from home décor to plant care and healthy living. How do you ensure cohesion across these diverse elements while catering to your audience’s interests?

I make sure everything fits together smoothly by staying in tune with what my audience loves and also with what I love because, after all, I see it as my target audience, which is others just like me who share my interests. So, weaving those interests into every product and idea I have is how I try to keep things cohesive. It’s like curating a fun, cohesive lifestyle that resonates with everyone!

Can you share some insights into your creative process when curating content for Classy Casita’s digital platforms?

Curating content for Classy Casita’s digital platforms is all about sharing what inspires me and resonates with my community. It’s like I get to create things for my friends who share my interests. I love mixing creativity with practicality to create content that sparks joy and inspires others to elevate their spaces and lifestyles.

In addition to entrepreneurship, you maintain a presence in the content creation space. How do you balance these two roles, and what synergies do you find between them?

I find that the two roles actually complement each other really well. Being in touch with my audience as a content creator helps me understand their needs and interests better, which directly influences my business decisions and product development at Classy Casita. It’s a harmonious synergy that keeps things exciting and in tune with what my community loves!

Finally, what advice would you offer to aspiring content creators and entrepreneurs, particularly those looking to infuse their cultural heritage into their brands?

My advice would be to stay true to yourself and your cultural heritage. It can really be your guide in everything you create and share because more than likely others will feel a bond or connection to it as well. Authenticity resonates deeply with audiences, so embrace your unique background and incorporate it into your brand story and personality like you normally would. It’s what makes you and your brand stand out in a meaningful way!

Emily’s Holiday Rules

Favourite travel destination?

So far, Mexico City and Bali

Top hotel?

Bali Eco Stay, but I am excited to venture out and try some new fun hotels on my next travels.

What are your top three travel beauty essentials?

Tula Glow Stick, a tinted lip balm and mascara.

Airport style?

All black everything.

Share a quick skincare tip for keeping fresh while on the move.

If I have a long international flight, I love to pack on my moisturizer, and between layovers, I love to refresh and wash my face. But my go-to is always having extra moisturizer on; it just makes me feel super refreshed.

Do you have a go-to spa treatment for the ultimate relaxation?

I love spa treatments, but I think an easy go-to that can be found often while travelling is a full body massage, hot stone massage, sauna or steam room time, and facials.

How do you incorporate local fashion into your travel wardrobe?

I love to always shop around when travelling because then I have a new article of clothing with a story behind it that I get to share. Wearing something local from where I’m travelling is always such a nice way to feel more in touch with the culture. Typically, what I purchase are dresses or other statement pieces that I know I wouldn’t purchase or find back home.

Signature scent?

I love all of my perfumes and body sprays, I am always changing them up depending on the occasion and season. However, my favourite scents are fresh and beachy.

Where’s next on your travel bucket list?

Peru and Japan are at the top of my bucket list! I am also excited to travel to Europe this fall for my 30th birthday with my best friend!

What’s your top tip or trick for efficient packing?

Packing cubes all the way!