Meet NIURKA CASTANEDA | Founder AMOR umbrella

We had the good fortune of connecting with NIURKA CASTANEDA and we’ve shared our conversation below.

Hi NIURKA, maybe we can start at the very start – the idea – how did you come up with the idea for your business?
I want to share my story with you…

I grew up in Cuba. My family were a mix of entrepreneurs, soldiers and artists. My great grandfather was a “Mambí”, a rebel soldier that fought for the Cuban Independence against the Spaniards. My grandfather was a poet, that had a way with words. My parents were Cuban entrepreneurs in a system that it was not okay to be one. They all were very resourceful and very strong role models and why I believe I always have been driven, enterprising, creative and artistic.

A little over a year after arriving to the US, I decided to serve my new home and joined the Army, in order to serve this great country. I wanted to do my part, give back and make a difference. It was one of the most rewarding and challenging decisions I have ever made. An experience like not other I ever had. The military taught me many new skills, like resilience, determination, and goal setting that serve me well even today. Combining my life experiences as a Mom, a writer and an enthusiastic traveler, and my Supply Chain management knowledge of more than 25+ years of technical expertise, my military skills, education, and experience. It was only natural to transition from the military to become a Multi-potential Entrepreneur.
After my time of service of the military, I knew that I needed to do something that matter. I needed my children to be proud of me, and to inspire them to believe in themselves. I wanted to leave a legacy that they could be proud of. I wanted to give back to those that I was proud to call sister and brother of arms.
I decided to invest in my biggest asset, myself and I gave myself permission to be creative, to learn new things, to become an explorer of my own ideas and to be authentic to whom I was. I wrote books, I told stories, and kept on searching.

Still, it was not until I took a Global Supply Chain class at MDC that everything click for me. That class project quickly become a life changing endeavor that lit the fire of entrepreneurship and sparked a journey of creativity, problem solving, and personal empowerment. That is how AMOR Umbrella got started. An idea that keep in growing, based in transforming an ordinary object, a HEART shape umbrella into something extraordinary.

It started as simple e-commerce store but from the beginning, AMOR Umbrella represented MUCH more than just providing stylish apparel and accessories….it symbolizes unity, camaraderie, understanding, relation, and empowerment.

Just any umbrella means shelter from the rain, but when you combine that shelter in a red HEART shape you also bring smiles, love and hope to your surrounding, environment, world and universe. AMOR is about celebrating our diversity and finding ways to cherish the small moments of joy.

I did not got it right every single time but those times that I got it wrong were another opportunity to grow, to rethink the best way to get it done. Sometimes it felt more like an obstacle course that I need it to be ON.

Alright, so let’s move onto what keeps you busy professionally?
I can tell you, it does takes a village to build a business, you cannot build it in an island by yourself. In order to grow and be successful, you have to built relationships with other businesses, with your suppliers, with your customers and you would have a multitude of things to do and learn along the way.

You will have to learn to listen with an open mind to what other are saying about you, your brand, your services and products. You will have to learn how to speak the language that your customer talk so they can listen. You will need to connect with your community, your brand and customers.

I took my time and while I was in college, I took extra classes that pointed me in the right direction of what I wanted to learn. Every class was another opportunity to build my company. I listened to the feedback from classmates, professors, friends, family and my kids in order to keep building on my idea and I navigated the multitude of resources looking for solutions to my questions. I devoured every business book I could get my hands on. I researched, I learned and kept developing a growing mindset. I use every tool in my toolbox, my technical skills, my life experiences, my military skills and my unique talents.

When I left college and the world came to stop due to a pandemic, I took that opportunity to keep on learning, finding new mentors and growing my circle of acquaintances. It was fascinating. The more I learned, the more I wanted to keep on learning.

I believe deciding to build AMOR Umbrella from the ground up, block by block was the way for me to find my new purpose after life in the military. It was the way to find my identity after transitioning from the military and building a brand out a HEART shaped bright red umbrella. It was the starting point for me because it captured my imagination. It gave me a new purpose.

For you, finding a new path might be starting a new career, finding the way to use your leadership skills to lead your community or to continue a life of adventure and fulfillment by finding a way to balance your new life with your new purpose.

Whatever that path means to you, I would advice you to consider these suggestions:

Make connections: Interact with your audience, ask questions. build relationships.

Be an explorer: Give yourself permission to try new things. Get out your comfort zone. Remember that we all have room for self-development.

Focus in time management: We all only have 24 hours in a day. Make every second count by choosing where to put your focus and energy.

Be fearless: Nothing worth having gets build in a day. You can work in making it perfect, to make it better, but only if your start! Take action.

Think outside the box: Just because something has always be done one way, it does not mean that is the only way. Look at the big picture and find out where the puzzle pieces fit.

Be authentic: Be humble enough to listen to constructive feedback and to be inspired by others, but always find the way to be true to yourself. Trust your instincts and let your personality shine.

Have fun: If the thing you are doing just becomes another job, an obligation and you’re not having fun doing it. How long are you going to continue on doing it?

Leave a legacy: Be driven to leave a legacy that your children can be proud of.

My story is not unique. Many veterans feel that transitioning from the military service can be scary. They are used to have a mission and purpose but often loose that when they reintegrate to civilian life.

Along the way I found that many veterans felt the same way I had felt. I found that the missing piece was the lack of community, the sense of not belonging and a lack of awareness of those resources.

I believe our soldiers, and our veterans deserve to have their best life where they do not feel lost, and overwhelmed after life in the military.

I believe our soldiers, and our veterans deserve to find balance between family and work and feel happy again after life in the military.

I believe our soldiers, and our veterans deserve to have their best life after their military service.

That is how the mission of AMOR Umbrella expanded to create a TV show launching this summer which focuses on ways to shine a spotlight on Organizations that assist the military and veteran community.

Those organizations that lend a HAND and a HEART to better the lives of the military and veteran community. Our unsung heroes that have fought and died for our country should never go unnoticed. Our show would strive to spotlight those that do more that just thank for our soldiers service, but SHOW IT.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Miami has so much to see and enjoy that can be the ultimate spot to satisfy the whole family. You can choose to take an Art Deco tour of Miami Beach, take a beachside stroll , go fishing, take bike rides, play tennis or golf and enjoy the trendy nightlife.

I would tell them to step away from the crowded beaches and shops, and plan a visit to beautiful local sights like the magnificent estate of Vizcaya Museum and Gardens, a National Historic Landmark set on set on 28 acres.

I would tell them to connect with organizations like Fishing with American Finest that takes veterans and their family members to explore one of America’s great natural treasures the magnificent Everglades National Park. are protected is because it has a unique ecosystem. The ultimate wilderness lifetime experience that will be full of beauty and adventure.

Visit the Miami Zoo where more than 3,000 wild animals resides or the Jungle Island that is a bird sanctuary, wildlife habitat, and botanical garden

and so much more…

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
So many people have helped me along the way. My family, my friends, my professors, and mentors. They all have been an invaluable source of insight and feedback on my ideas. I would have not gotten to where I am today, without their help.

From the unforgettable weekend when I attended Veteran Women Igniting the Spirit of Entrepreneurship (V-WISE), and event hosted by IVMF that had the intent to ignite, educate and empower women veterans and military spouses to find their passion and learn the skills necessary to turn an idea into a growing business venture and it accomplished that in huge strides.

Richard Sarabia, DBA, my former professor and mentor that offered me invaluable insight, time and again, his time and skills as a photographer.

My former classmates (Paula Pereira Da Silva, Theresa Smith, Jessalyn Martinez, Silvia Litvinov) to name a few that not only provided me feedback but that also freely volunteered their time to model for my products.

My talented niece, Jainelly Gainan with her eye for photography that has helped showcase my beautiful umbrellas in a very artistic way.

Steven Khun, Lane Belone and the rest of the members of the Warrior Council, a mastermind that has provide incredible insight of how to scale my business.

Peter Vargas, Pat Quinn and the rest of the community that is part of Advance your Reach that provided the tools for me to be able to express my ideas in a way that others could listen.

My kids, Alejandro and Christine that takes time of their pursuit to help me in many way

The counseling services provided by IVMF, SDBC, VBOC, SBA, ACP, Veterati where professionals are always willing to help and guide you.

My kids, Alejandro and Christine that takes time of their pursuit to help me in many way.

My aunt Ondina Aguirre and the rest of my family for their continue support…

Website: www.amorumbrella.com

Instagram: www.instagram.com/amorumbrella

Linkedin: https://www.linkedin.com/showcase/amorumbrellatv

Twitter: www.twitter.com/amorumbrella

Facebook: https://www.facebook.com/Amor-Umbrella-351160152360175

Youtube: https://www.youtube.com/channel/UC5MRdu8eapjlw6YfmqSdHtA

Other: https://linktr.ee/amorumbrella

Image Credits
Richard Sarabia, DBA Jainelly Gainan Niurka Castaneda