Diana Diaz | 2024 Latina of Influence
Hispanic Lifestyle is pleased to honor Entrepreneur, The Goddess Mercado & The Queer Mercado Founder Diana Diaz as a Latina of Influence. Ms. Diaz will be recognized for her leadership in our community during Hispanic Lifestyle’s Connecting Latinas of Influence | Los Angeles, to be held on October 10, 2024.
Diana Diaz is a single mother born and raised in East Los Angeles, and she is the daughter of Mexican immigrants that introduced her to the world of street vending. These intersectionalities inspired her to create Mexichic Crafts, the first chicana luxury leather brand from East Los Angeles. This fashionista activista pays homage to her cultura with exclusive and colorful designs that inspire alegria. Diana has been interviewed and showcased on Telemundo’s Accesso Total, Un Nuevo Dia and KTLA’s Unscripted news show.
In 2021, Diana dared to dream big when she founded The Goddess Mercado and The Queer Mercado Nonprofit Collectives. Its mission is to create safe market spaces for youth to express themselves creatively, gain lucratively, and with the support of the local community and schools. In addition, her organization promotes entrepreneurship to help redress the inequities that underrepresented Latina women, youth, and the LGBTQ community face by assisting the market vendors with branding, logo, graphic design, mobile boutique presentation, marketing, etc. The Queer Mercado was featured in the front page of Los Angeles Times, LA TACO, The LAist, The Eastsider, and was highlighted in Fred Segal’s Guide to LA for pride month.
In October 2021, Diana spearheaded the opening of The Goddess Mercado Boutique with 12 local Latina brands. This project is an extension of her mercados. The participating vendors pay a minimal fee and a work one volunteer shift monthly to help run the space and still allow for these brands to reinvest and grow their business. The boutique grossed over $150k its first year with much support from the community.
Diana lives in City Terrace and works in East Los Angeles as a school counselor at Garfield High School. She also sits on the board of the East Los Angeles Artwalk and In The Making, a community nonprofit providing job training for youth.
Mexichic Crafts products are available at MOLAA, La Plaza de Cultura y Arte, Casita del pueblo in Uptown Whittier, Mercadito Monarda in Pasadena, and Adelitas Revenge- Long Beach, and The Plus Bus- Highland Park
Diana’s leadership with the Goddess Mercado has been recognized by councilwoman Hilda Solis and councilwoman Monica Rodriguez, and the county board of supervisors. On May 30, 2022, Diana was invited by Hilda Solis to be the keynote at the Breakfast Power Hour for women’s history month to speak about her entrepreneurial journey at the Breakfast Power Hour. Diana was appointed 2023 Commissioner for the Commission on Women by Councilwoman Solis and “Woman of the Year” representing District 1.
Nomination Statement
Diana Diaz stands as a formidable force in East Los Angeles, not only as the founder of the Goddess Mercado and Queer Mercado but also as a passionate advocate for Latina and LGBTQ+ entrepreneurs. Her multifaceted initiatives provide vital support and visibility, fostering an environment where underrepresented communities can flourish in the realms of business and beyond.
Diana’s journey into entrepreneurship began with MexiChic Crafts, a pioneering luxury leather brand that pays tribute to her rich cultural heritage. As the owner and designer, Diana crafts exclusive, vibrant designs that evoke love and joy, drawing inspiration from her upbringing in East Los Angeles by Mexican immigrant parents. This background, deeply rooted in street vending and apparel construction, has fueled her drive to empower her community through commerce and creativity.
Since its inception in 2021, the Goddess Mercado boutique has become a cornerstone for local entrepreneurs, offering not just retail space but also a platform for community artists and performers. The monthly mercados Diana organizes are a testament to her commitment, reaching over 8,000 attendees annually and supporting over 500 small business owners and vendors with opportunities for growth and development.
Beyond her entrepreneurial endeavors, Diana’s influence extends to her role as a school counselor at Garfield High School. There, she leads advocacy and self-empowerment workshops for parents and students, furthering her mission of community upliftment. Diana’s dedication to fostering inner beauty and self-worth culminates in the Goddesses of East L.A Inner Beauty Pageant & Scholarship fund, an innovative initiative that celebrates the inner beauty of high school students from East L.A., judged solely on their essay submissions.
Diana Diaz embodies the spirit of the Latina of Influence award through her unwavering dedication to supporting Latina and LGBTQ+ entrepreneurs, her innovative approach to celebrating cultural heritage, and her commitment to nurturing the next generation. Her work not only enhances economic opportunities for marginalized communities but also enriches the cultural tapestry of East Los Angeles, making her an exemplary candidate for this prestigious recognition.
