What No One Tells You About Visibility, Pressure & Building Without a Blueprint — with Juliana Hernandez

Juliana Hernandez is the founder of Dez Collective, a Latina-owned luxury rental company based in Massachusetts that curates unforgettable celebrations through intentional design.
This episode is for anyone who’s building something bigger than what they were shown growing up.

As a first-generation Latina founder, Juliana shares what it really takes to start a business with no mentors, no investors, and no roadmap, just a vision, resilience, and cultural roots that run deep.

From leaving a nursing career to becoming one of New England’s top luxury event entrepreneurs, Juliana opens up about the pressure to succeed, growing visibility, and the emotional weight of being “the first.”

This episode is for you if:
– You’re building a business without a blueprint
– You’ve ever felt the pressure to “get it right” as a first-gen founder
– You’re pivoting careers or starting fresh
– You’re craving real stories behind the curated feeds
– You’re a Latina or WOC founder who needs to hear, “You’re not alone.”

“What happens when you don’t see anyone doing what you dream of? You become it.”

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