Meet Graciela Diaz | Founder/ Owner

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

Hi Graciela, we’d love to hear more about how you thought about starting your own business?
My thought process behind starting Virgo & Gem was rooted in my personal frustration with traditional nail polish and gel manicures. When I was younger, I worked as a server, and I’d always paint my nails before my shift. Without fail, I’d end up with smudged and chipped polish every time—so frustrating! I then decided to start doing my own gel nails, but that quickly became a chore because of how long it took.

One day, I came across a Facebook ad for dip powders, and I immediately thought, ‘I need that!’ I knew if I felt that way about this product, a lot of other people would feel the same, and that’s when I decided this was going to be my new business.

Growing up, I watched my dad run multiple businesses, and I’ve always had that entrepreneurial spirit in my blood. I’m a hard worker and constantly look for ways to increase my income, so starting Virgo & Gem felt like the perfect way to channel my passion into something meaningful. I wanted to create a brand that was high-quality, cruelty-free, and vegan, offering an easier and more reliable way to have beautiful nails.

Ultimately, Virgo & Gem is about more than just nails—it’s about offering a solution that brings confidence, convenience, and a bit of glamour to everyday life.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
What truly sets us apart is our dedication to listening to our customers and continuously improving our offerings based on their feedback. We’re not just selling products; we’re building a community that values self-expression, convenience, and quality. I’m incredibly proud of the relationships we’ve built with our customers and the trust they place in our brand.

The path to building Virgo & Gem wasn’t straightforward. I started with zero experience in the beauty industry and learned everything from scratch, from creating a website to understanding product formulations. The challenges were real—balancing quality control, marketing, and customer service, all while trying to grow the brand. But I was driven by my passion and a vision for what Virgo & Gem could become.

One of the toughest lessons I’ve learned is that success doesn’t happen overnight, and it’s okay to make mistakes along the way. What matters most is resilience and the willingness to pivot when things don’t go as planned. Surrounding myself with supportive people—like my husband, who’s now my business partner, and friends who stepped in to help with photography and social media—was key to overcoming obstacles. Their belief in me kept me motivated, especially during the challenging times.

What I want the world to know about Virgo & Gem is that it’s a brand built on passion, determination, and a desire to make a positive impact. We’re committed to more than just nails; we’re about empowering people to express themselves and feel confident in their own skin. Whether you’re a nail enthusiast or just looking for an easier way to keep your nails looking great, Virgo & Gem is here to support you with products that deliver on quality and ease of use. Our story is still being written, and I’m excited for what’s next as we continue to grow and innovate.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend was visiting Miami for a week, I’d keep it fun and laid-back. Here’s what we’d do:

Day 1: Beach and Cuban Coffee
We’d kick things off with a chill day at South Beach—relax on the sand, swim, and people-watch. After the beach, we’d grab Cuban coffee and snacks at Versailles. For dinner, we’d head to Juvia for rooftop views and great food.

Day 2: Wynwood Art and Tacos
We’d spend the morning exploring the street art at Wynwood Walls, then grab some delicious tacos at Coyo Taco. In the afternoon, we’d check out the Perez Art Museum and end the day with drinks at Sugar, a rooftop bar with awesome views.

Day 3: Little Havana
We’d explore Little Havana, visit Domino Park, and grab a Cuban lunch at La Carreta. Later, we’d head to Ball & Chain for mojitos and live music—it’s the perfect spot to experience the Cuban vibe.

Day 4: Trip to the Keys
We’d take a day trip to the Florida Keys for snorkeling at John Pennekamp Coral Reef State Park in Key Largo. On the way back, we’d stop for fresh seafood at The Fish House.

Day 5: Boat Day
We’d rent a boat and spend the day cruising around Biscayne Bay. For dinner, we’d go to Joe’s Stone Crab for some classic Miami seafood and key lime pie.

Day 6: Shopping and Night Out
We’d hit up the Design District and Lincoln Road Mall for some shopping. For dinner, we’d try Carbone for Italian, and then head to LIV for a fun night out in Miami.

Day 7: Brunch and Relax
On our last day, we’d have brunch at The Local House, then spend the afternoon relaxing at The Standard Spa. We’d end the trip with sunset drinks at Monty’s on the Bay to soak in the Miami vibes one last time.

Miami has a bit of everything—beaches, food, art, and nightlife. It’s the perfect place to relax and have fun!

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?
My journey with Virgo & Gem has been a true team effort, and I’m incredibly grateful to everyone who has been a part of it. When I first started, I taught myself how to create a website by watching YouTube videos—it was a lot of trial and error! Thankfully, I wasn’t alone for long. One of my best friends, Claudia, quickly stepped in to help with product photos, and my sister-in-law, Nichole took over social media in the beginning, which was a huge relief.

A big shoutout goes to Influencer Marla Kris, who discovered my brand early on, she used and reviewed my products, and really helped put Virgo & Gem on the map. I’m also deeply thankful to my husband, who started helping with packaging and has since become my business partner. His support and contributions have been invaluable—I truly don’t know where I’d be without him.

A dear friend, @miasdipnails, has been a huge help, a fellow coworker that started as one of my first and most loyal customers also started helping with social media and has been doing her nails for us, showcasing our products beautifully. Her support from the beginning has meant the world to me. I owe a big thank you to another one of my best friends, Rossana, who got me into listening to podcasts and that’s how I discovered ‘The Product Boss’ and ‘Proof to Product.’ These podcasts have been instrumental in shaping my approach and mindset as a business owner.

Of course, I have to thank my family and friends for believing in me from the start. Their faith in me has been a driving force, and I hope I’m making them proud by fulfilling a long-time goal. It truly takes a village, and I’m so lucky to have such an incredible support system behind me. I wouldn’t be where I am today without the love, encouragement, and hard work of these amazing people.

Website: https://www.virgoandgemnails.com

Instagram: http://instagram.com/virgoandgem

Linkedin: https://www.linkedin.com/in/graciela-diaz-66a931247/

Facebook: https://www.facebook.com/virgoandgemnails/

Youtube: https://www.youtube.com/@VIRGOGEMNAILS

Image Credits
Shai B.