“They all told stories about how the English language cards they found that were so pretty,” she said. “But in Spanish they were so dated or the sentiment was very formal, like estimada amiga…who talks like that? They did not resonate with modern Latinas.”

And so, she was on her way to creating her own card company, Yo Soy Expressions, while still keeping her consulting work for her other company, Yo Soy I Am LLC. She researched the best approach, how much money she would need to invest, what the best printing style would be, how to protect her trademark, and to transfer her sketches to print.