Say, for example, a Cancer would benefit strongly from following the Moon cycles when it comes to manifesting. Cancers are ruled by the Moon and have a natural affinity and connection to this celestial body. Cancer's potential for manifesting under the New Moon is an even more potent experience for them, as they are the physical expression of La Luna herself. A Capricorn, however, with their logic, their plans, and their traditions, may not necessarily resonate with this specific mode of manifestation. A Capricorn has a list of goals to move through and they benefit from more physical and tangible things. Charging a crystal or an item that holds value to them with their positive intentions and good juju and then carrying this token around serves this sign well. Having something physical to represent what they are manifesting is an experience that feels real for them, and something they feel they are consciously creating and building in their life, which works for this earth sign.
Manifesting and the power to do so isn’t given to just a selected few people in the world or to the wisest spiritual gurus, it is a gift we all have within us and a talent that we are born with. However, by knowing what you resonate with most, what inspires you deeply, and what you naturally flow with, you can enhance this potential in your life and fully live out your dreams. We are all made as unique individuals, with unique stories, experiences, and potentials. Why not use this truth to uniquely come up with a manifestation practice that not only works but is practical for you and the life you are living today? Spiritual practices are not a one-size-fits-all experience, and by working with your higher self and what you need, you can open up to your full potential in life, and manifest from your own source of love, wisdom, and hope.
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How to Manifest as an Aries
Being a fire sign, manifestation techniques that excite are good go-to’s for you, Aries. Exercising and getting your body moving are good ways to tap into your manifestation potential. A beneficial routine for you would be to go on a morning run every day, and during this run visualize what you want to manifest. Not only are you getting the energy moving with your body, but you are also showing yourself the passion and stamina you have to get there. If visualizing and running are too much of a multi-task, you can also set the intention to where every time you go on a morning run, your thoughts are free and positive. The run is all about getting you into this good feeling energy, where all can manifest.
How to Manifest as a Taurus
Manifesting is something Taurus’ are typically more aware of than most signs as you have a natural gift of attracting and accumulating, being an earth sign ruled by Venus. With your more sensual and earthly nature, you need to feel comfortable and safe to open up and allow, and having a safe space or environment that nourishes is beneficial for you. A good manifestation technique for Taurus would be incorporating some feng shui into your life and setting up zones of manifestation in the home. The southeast area of your home is considered your wealth zone, and this is a good area of your home to manifest. Make sure this area of your home is decluttered and adorned with your favorite gems, wood, plants, and things that remind you of wealth.
How to Manifest as a Gemini
With Gemini being ruled by Mercury, the biggest tool for Gemini and manifesting is to let go of any over-analyzation, and to let your creativity take the lead here. Gemini benefits from writing techniques when it comes to manifestation, and making a list of what you are manifesting in your life at this time is a simple, yet effective way to manifest. For you, putting your hand to the pen and seeing your words come to life does something magical in your world, and is a tool that brings you closer to the divine. Remember when you are writing your intentions to think about the way each of these intentions makes you feel and how it would feel to receive them or be that.
How to Manifest as a Cancer
As mentioned above, Cancers have a special connection with the Moon that should never go unmissed when talking about manifestation. The Moon has many different cycles, all representing different cycles of the spiritual and emotional journey. The New Moon specifically, is a magical time to manifest. This is a good day of the month for Cancers to mark on their calendar and as a day to consciously make sure you are thinking positive, setting your intentions, and planning for your future. Another technique when working with the Moon is to make some Moonwater by setting out a jar of water under the Full Moon. The next day, you can drink the water as an aid for healing, creativity, inspiration, or while thinking of a specific intention.
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How to Manifest as a Leo
Contrary to Cancer’s connection with the Moon, Leo on the other hand has an affinity for the Sun. Leo’s ruling planet is a powerful force for manifestation, and you can work with the Sun in your daily manifestation rituals. Lay down under the Sun, close your eyes, and feel the warmth of the Sun's energy on your skin. While you feel yourself absorbing the light of the Sun, visualize what you want to manifest in your life. The Sun symbolizes happiness and joy and feeling this energy and excitement while thinking of your manifestations is key for Leos. If you don’t feel good about it you aren’t going to be backing your intentions with self-belief and joy, which is key here. So on a day where you are feeling really good, go out into the Sun, and manifest.
How to Manifest as a Virgo
The best way for Virgos to manifest is by doing less and allowing more. Virgos are hard workers and find much of their joy in life in their work, in their routines, and in what they can do for others. However, this can be bittersweet for Virgos as you can overextend yourself which is an energy drainer when it comes to manifesting. When you can allow yourself more time to just rest and be, you allow your manifestations to catch up to you. If you are always on the go onto the next mission, you miss the potential you are in at this very moment. Schedule a day where you have absolutely nothing on your to-do list but to do be. Take this day where you are doing less, and allowing everything to come to you. Virgo’s are aligned with harvest, and you have a natural power of attraction that you can tap into when you are focused on being more rather than doing.
How to Manifest as a Libra
Libra loves a good aesthetic, and visualization techniques are key for you when it comes to manifesting. A vision board is an amazing manifesting ritual for Libras to have on their belt and is a creative way to work with energy. Bring out the Pinterest board, find a few magazines, and collect visual representations of what inspires you and what you want to bring into your life. Quotes and keywords are also great to use when making your vision board as hearing or seeing these words while you’re going about your day can be check-in points for you and reminders of what you are manifesting. Make your board visually appealing to you, hang it up in an area of your home where you feel the best and most inspired, and let the magic happen.
How to Manifest as a Scorpio
Scorpios rule the 8th house which is about all things witchy, spiritual, and taboo. Manifestation rituals serve you well, and you are all about connecting to the spiritual magic of it all. Create an altar with your favorite crystals and herbs, and light a candle while thinking of what you want to manifest. Look at the dancing flame of the candle and visualize how you would feel if your manifestation was in your world already. If you want to take it further you can pull a tarot or oracle card to place next to your candle as a visual representation of the energy you are bringing into your life at this time. Different colors of candles signify different energies and specifically green, brown, and yellow candles are good for manifesting.
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How to Manifest as a Sagittarius
For Sagittarius, inspiration is everything when it comes to manifesting. You need to feel inspired and enlivened by what you are bringing to fruition in your life and by putting yourself into these spaces and environments, you set yourself up for success. Good manifestation rituals for you are to do what feels fun and exciting. Go to a concert and while you are dancing, visualize all the good things coming your way. Play your favorite song and dance by yourself in your room while visualizing white light emanating from your aura. Go on a hike and when you are at the top of the peak or arrive at your destination, visualize yourself releasing everything holding you back from your manifestations, and bringing in everything you want for yourself. Getting yourself in the zone of happiness is your direct road to manifestation, Sagittarius.
How to Manifest as a Capricorn
Capricorn rules what is tangible and this sign is all about results. Capricorn tends to focus on the last part of manifesting, which is the manifestation itself. However, a key component to manifesting is the intention itself and your starting point. A good manifesting ritual for Capricorn is to have a tangible memento for manifesting. Get a crystal, hold it in your hand, and set the intention of what you want it to help you manifest. Carry this gem around with you, meditate with it, and use it as a tangible reminder of what you are manifesting. Some good crystals for Capricorns to work with are malachite, tiger eye, and garnet. You can also do this with a special piece of jewelry, a charm, a photo, or anything tangible that is inspiring and magical to you.
How to Manifest as an Aquarius
Aquarius works with the collective consciousness, and bringing other people in when it comes to manifesting, is a positive and beneficial tool for you. Group meditations, getting a reading, talking to a friend about what inspires you, and connecting with animals, are all rituals that serve your soul well. Come together with another who is trying to bring about something similar, and do a group meditation on connection, bringing your energy together, and manifesting something beautiful. Go to a group workshop and exchange ideas, stories, and what is inspiring you. Another thing about Aquarius is their connection with humanity and humanitarian acts. Giving back, donating to charity, and doing something for someone else puts you in an energy of fulfillment rather than lack, and is good energy for manifesting for you as well.
How to Manifest as a Pisces
Pisces are creative souls and creativity is a key component for you when it comes to manifesting. Creating art, painting, writing poetry, and listening to your favorite song, are all good manifestation rituals for you. Pisces tend to align strongly with music and a good manifestation technique to do is to pick a song that inspires you and gives you all the feel-good energy. Put this song in your playlist that you listen to the most often, and whenever this song plays take it as a reminder that you are on the right path, and to think about your manifestations and what you want to bring into your life. This song is your dedicated soul song and can be used to get you into the zone of attraction and gratitude.
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Venus enters Pisces on April 5 and will remain in this emotionally influenced water sign until May 2. Love is about going deep, transcending, and moving with compassion right now. The emotional inspiration is strong while Venus is in Pisces, and this is a good time to create art and admire the connection to love and the mysteries of life. Mercury enters Taurus on April 10 before Taurus Season begins on April 19. And while Mercury is in Taurus, communications become more grounded and rooted in the facts and the meaningful. Mercury in Taurus wants to build, grow with another, and express love in practical ways and there is a balancing act happening this month between wanting to stabilize what is, and letting things flow how they want to right now.
On April 12, there is a powerful conjunction forming between Jupiter and Neptune, and this conjunction signifies intentions turning into manifestations, and making your dreams come true. The effect of this conjunction will be flowing throughout the entire year, and this is one of the most important days of the year for positive thinking, intention setting, and creative and spiritual pursuits. A few days later, Mars moves out of Aquarius and enters Pisces on April 14, and the drive turns from mental pursuits to emotional.
Although we are in fire and earth seasons this month, April has a strong emotional pull to it and these are where a lot of the transformations are taking place right now. April is overall the month of new beginnings and emotional breakthroughs. There are two New Moons and one Full Moon happening this month, which is significant in and of itself. The powerful New Moon in Aries on April 1, the balanced Full Pink Moon in Libra on April 16, and the transformative New Moon Partial Solar Eclipse in Taurus on April 30.
Emotions are high, and they are meant to enlighten and awaken at this time. This is the month to claim your new beginnings.
ARIES
AriesKyra Jay for xoNecoleAries Season is here, and it’s your time to shine, Aries! This month brings with it a time of fresh starts, growth, and compassion. With a New Moon in your sign on the first day of the month, you are entering April claiming your new beginnings and your empowerment. Goals are being attended to, and you have all of the support with you right now to make some major waves in life. Your inner world is flowing with ideas, gifts, and truths, and your intentions are showing fruition in April.
Although you are seeing major progress and growth right now, you are still in a time of important self-reflection and of releasing from your life what hasn’t been serving you. From April 5 to May 2, Venus is in your 12th house of endings, the subconscious, and all things hidden, and your emotional world is spending some time in reflection. You are learning from the past, letting go of old patterns here, and seeking your emotional truths. With a Full Moon in your opposite sign Libra and a Solar Eclipse in your 2nd house before the month ends, something about your partnerships is changing this month, and you are the one making the calls here.
TAURUS
TaurusKyra Jay for xoNecoleYou are on the path towards greater abundance right now, Taurus. April is a time of transformation and a time where the seeds of your intentions are blooming into the flowers of your desires. You have been doing important work when it comes to self-love, valuing yourself, and valuing what you bring to the table, and this energy is transforming things in positive ways when it comes to your financial world. Make space for more to come this month, and take the time to plan for your future. With your ruling planet Venus moving through your 11th house of friendships, aspirations, and community in April, you have the people around you to help make your dreams come true.
Moving into the month, the energy begins to move into your sign, and your solar return is here. On April 10, Mercury moves into Taurus, on April 19, Taurus Season begins, and on April 30, there is a New Moon Solar Eclipse in Taurus as well. April is your time of becoming. You have been working diligently towards the things that are most important to you in life and you are feeling a renewed sense of vitality with the support, abundance, and connection that is in your life in April.
GEMINI
GeminiKyra Jay for xoNecoleApril is a time of balance, patience, and trusting everything is coming together for you, Gemini. There has been a strong focus on your career this year, and April is bringing in those achievements and recognition you have been looking for. The New Moon on April 1 is transiting your 11th house, and you are moving into April with your community, social circle, and friendships in mind, and are seeing some new beginnings here. This month is all about learning to work together with others in harmony, and keeping an open mind when it comes to different perspectives and ways of navigating your experiences with another.
There is a need for some closure this month, some time to understand the different perspectives and self-beliefs within, and to dive deep into which ones serve and which ones hinder. Mercury will be in your 12th house of the unknown until it moves into your sign on April 29, and for most of the month some more mental downtime, rest, and self-reflection are necessary. With a Full Moon in fellow air sign Libra on April 16, there are key moments of love in your life this month, and gratitude should be acknowledged right now.
CANCER
CancerKyra Jay for xoNecoleApril is all about not overthinking things and letting things come to you, Cancer. There is a New Moon in your 10th house of reputation as the month begins, and your Moonchild Soul is shining in your authenticity. You are thinking a lot about your career and professional successes at the beginning of the month, and processing the changes that have been flowing through here. April overall is the time for you to take things one day at a time, honor your creativity and inspirations, and to continue to show up for yourself.
Venus moves through fellow water sign Pisces from April 5 to May 2, and this energy is positively influencing your love life and sense of adventure. With Venus in your 9th house of travel and exploration for most of the month, April is a good time to take that trip you’ve been wanting to take, and to overall get some time away to decompress. Your mind is a gift, and you are learning more about the different perspectives and intuitive insights that have been flowing through your world. April is your month to align, gain clarity, and explore what the universe has to offer you, Cancer.
LEO
LeoKyra Jay for xoNecoleThis month is a time of karmic justice, and the tables turning in your life, Leo. You are moving out of a time of challenge and into more of your personal success, as past decisions and paths show fruition. April begins with a New Moon in fellow fire sign Aries, and opportunities are headed your way at the beginning of the month. There is a sense of passion, inspiration, and freedom in the air for you and there are some exciting experiences to say yes to right now. What’s unfolding for you is the divine plan, and it’s coming through from your dignity, patience, and the time you took to really consider your options and your path in life.
With Venus moving through your house of intimacy for most of the month, and a Solar Eclipse in your house of publicity before the month ends; balancing personal life with professional life is necessary. There is an emotional need to connect, commit, and dive deeper emotionally this month, and you are getting opportunities to grow with another. Your guidance is to trust your intuitive visions and insights and to uncover what wants to come to the surface right now. You are making the unknown known this month, and breaking free.
VIRGO
VirgoKyra Jay for xoNecoleLove is the motive this month, Virgo. April is a time of new beginnings for you in your relationships and within your emotional world. With a New Moon in your 8th house on the first of the month, you are breaking through any barriers that have been placed between you and love and letting the walls fall. With Venus moving through an area of your chart dealing with relationships for most of April, you are feeling the progress, connection, and alignment you have been looking for in love, and there is a confidence in you both physically and emotionally.
Your ruling planet Mercury is moving through your 9th house of adventure from April 10 to April 29, and you are exploring your options in life right now. With a Full Moon in your 2nd house of values, assets, and income in mid-April, you are releasing from your life anything that doesn't add up with how you see yourself, your future, and how you value yourself. April is all about playing your cards right, and thinking out of the box to gain new insights. There is a Solar Eclipse happening on April 30, and you are ending the month inspired by the paths that are opening for you right now.
LIBRA
LibraKyra Jay for xoNecoleApril is all about fresh starts, speaking your voice, and cutting through the bs. You are empowered by the transformations that you are moving through right now, and others are inspired by your process and progress this month, Libra. You start the month out with Mars in your 5th house of romance and a New Moon in your 7th house of love, and this combo is exactly what it sounds like. The beginning of the month is all about basking in love and letting yourself receive the love that you so often give to others. Make your happiness the priority right now, Libra.
Moving into the month, there is a Full Pink Moon in your sign on April 16. This is a time where you are going to really be seeing the culmination, endings, and new beginnings in your life, and a time to release what doesn’t feel like you anymore. Boundaries may need to be placed this month to honor your self-respect and self-love, and you are getting the space to do just that. The balance of the yin and yang within comes into play right now, and April is the time to accept, release, renew, and speak up. You are powerful, Libra.
SCORPIO
ScorpioKyra Jay for xoNecolePositive outcomes are coming through for you this month, Scorpio. April is a time when you are shining in your joy, your truths, and your compassion. The beginning of April is bringing in new beginnings to working/everyday life and you are seeking out new, beneficial, healthy routines that work with you. You are taking a grounded approach to things right now, and letting the blessings unfold for you. With Venus moving through your house of romance for most of the month, April is all about feeling the love, giving it, and grounding yourself in gratitude.
Old chapters are closing in April, and you are satisfied with what is coming to fruition for you right now. You are ready to leave the past behind and are finding peace in doing so. On April 29, one of your ruling planets Pluto goes Retrograde, and there is a need for more patience and understanding when it comes to communications, expression, and making your voice heard. On the next day, there is a New Moon Solar Eclipse in your sister sign Taurus, and you are gaining clarity on what support systems, love, and relationships have and will be there for you through it all.
SAGITTARIUS
SagittariusKyra Jay for xoNecoleThis is a month of seeking truth, understanding, and new developments, Sagittarius. There is a New Moon in the fellow fire sign on April 1, and this New Moon is influencing your love life and sense of happiness. The beginning of the month is all about reminding you how loved you are, and about giving you those nudges to speak up for yourself, your heart, and what it needs. View things within the lens of self-love this month, and don’t let any naysayers get you down. You know what is best for you and you have the power to connect with more of the people who align with that as well.
With Mercury in your 6th house of work, health, and daily routines from April 10 to 29, and a Solar Eclipse in this area of your chart on April 30, you are moving towards the end of the month with your health and well-being in mind. The ideas, insights, and breakthroughs are coming in for you right now to see what needs to be released and what would nourish you. April is about clearing out any old perspectives that aren’t serving you now and letting yourself rise to your new beginnings, Sagittarius.
CAPRICORN
CapricornKyra Jay for xoNecoleApril is your month of breakthroughs and fortune, Capricorn. You are entering a time of success after some experiences of feeling like your world has been flipped upside down. April is all about things falling into their divine place, finding your ground, and you benefiting from the transitions you are seeing in life right now. With Venus flowing through your 3rd house of communication for most of the month, you are speaking from the heart and receiving messages of love as well, and this is a good month to connect, communicate, and get your ideas and thoughts heard.
You are known for being your goal-oriented and hardworking self, and with a Full Moon on April 16 in your house of career, you are getting the right opportunities to close out old chapters in your professional world, and see some new paths open for you here too. There is a sense of leveling up this month. Pluto goes Retrograde in your sign on April 29 before the month ends, you are entering a journey of understanding yourself more, your path in life, and what feeling personally empowered means to you. Flow with change--don’t force, and make space for your blessings, Capricorn.
AQUARIUS
AquariusKyra Jay for xoNecoleThis month is all about gaining new insights, opening your mind, and spending some time reflecting on all that’s been, Aquarius. The New Moon on April 1 is highlighting your communications and your personal influence, and this is a good time to express yourself, connect with others, and get some errands done. Some important messages are coming through right now. April is all about acting on intuition and intention rather than impulse, and about making sure your actions align with your values. You are seeing things with new eyes this month and also taking into account who and what supports this vision for yours, Aquarius.
With Mars in your sign until April 14, you have some extra energy at your disposal right now, and all the opportunities to move forward with your personal dreams. The Full Moon happening in fellow air sign Libra on April 16 is happening in an area of your chart that has to do with adventure and expansion, and April overall is a good month for you to network and meet some new people. Have fun with your self-expression this month, and remind yourself how valuable and needed your perspective and knowledge is in this world, Aquarius.
PISCES
PiscesKyra Jay for xoNecoleAlthough Pisces Season has wrapped up, you are still feeling the inspiration and the strong influence of Pisces energy with Venus and Mars moving through your sign for most of the month, joining Jupiter and Neptune who are here as well. 2022 in general is a big year for Pisces, and this month is when things really begin to get going for you. The beginning of April is a time to look at your bank statements, financial growth, and financial goals, and to plan for the future. This is a good month to take into account the giving and receiving in your life and to make sure everything adds up with what equates to balance for you.
Jupiter and Neptune form a powerful conjunction in your sign on April 12, and this is a good day to make a wish. The energy you naturally bring forth is being highlighted and well-received and you are shining with creativity and passion as you move into the month. Mars finishes its transit in your sign on April 29, and there is a New Moon Solar Eclipse the next day. The end of April is all about transformations within your personal community, communications, and perspective, and you are getting the full picture, Pisces.
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Now sex magic is a tantric ritual dating back to the 19th century. It is the practice of harnessing your sexual energy and your power to bring the things you want in life to fruition. It can be done either by yourself through solo pleasure or with your partner(s). What's most important is that when you do begin your sex magic practice, you remain grounded, keeping your intentions as the focal point.
How to Practice Sex Magic
GiphyThere is no perfect way to practice sex magic. There are no specific intentions that you should set. You don't have to share anything with anyone. And best of all, you don't even need to have an orgasm. So for those who struggle with achieving the "Big O," you too can still engage in sex magic as long as you remain focused on your energy.
Before practicing sex magic always create a welcoming environment. One that feels comfortable and keeps you present and at ease. This could mean lighting candles, burning incense, donning your sexiest lingerie, or playing music that gets you in the mood. You should also hone in on your intentions.
Whether it's writing out your goals, creating checklists, or even using the vision boards that many of you have recently made, begin to visualize yourself having the things you want.
Focus on the Outcome You Desire
As you begin to focus on your desires, it is important to be specific. Like with all manifestation practices, being specific is key as we truly have the power to speak things into existence. That and you don't want to get less than or something not quite what you're asking for. If you want a million dollars, see yourself receiving that amount. If you want a new house, see the exact house you want. If you want to travel more, see yourself getting on planes and going to places you have always dreamed of.
Whatever it is that you want to manifest for yourself, keep that image in your mind when it's time for the main event. For an added bonus, you can even include your sex magic practice with your New or Full Moon rituals. You can also incorporate crystals, essential oils, and/or herbs.
While having sex, whether it be with yourself or someone else, focus on your breath and embrace those feelings of walking into your manifestations throughout your body. If you want, you can begin to calmly and silently repeat a mantra of your choosing to yourself. One that will help to intensify your intentions bringing you closer to your orgasm or deepening your pleasure. As you approach your big finish, see your intentions skyrocketing into outer space, solidifying that you have successfully put your desires out into the universe. And when you're done, express gratitude for what just took place.
Focus on Yourself
One important thing to note when practicing sex magic is to focus on yourself. Like other forms of manifestation, your sex magic practice is to be used solely for the purpose of elevating the things that you want out of life. It is a personal moment used and not to be used as a means to control or manipulate someone else's fate. So if you're thinking about using sex magic as a way to force your partner to propose to you, think again. Because at the end of the day, using spells, magic, or anything else on another person does nothing but cause it to backfire. And we don't want that for ourselves.
At the end of the day, your sex magic practice can be an empowering tool once you master the art of using it. It can be used to change your trajectory, help you to better visualize your goals, and even connect with yourself on a deeper level. So the next time you're feeling in the mood, try incorporating a sex magic ritual or two into your sexcapades. And give your sex life the heightened experience it deserves.
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Imagination, at its core, is the springboard of creativity. No matter the trade or discipline, the work of an artist is the physical manifestation of a once shapeless concept that, through time, is crafted into something real. Over the years, Shannon Maldonado, founder of the Philly-based concept store, YOWIE, has mastered this feat. And today, this small but mighty business owner displays how to "take your ideas off the page and explain why they should exist."
In order to understand what YOWIE is, you must note that this multi-hyphenate space is just as its motto implies: it's "a lot of things." The part-retail shop, part-design studio, and whole-adult playground were birthed out of what Shannon imagined her perfect workplace to be. What started out as a Pinterest mood board and side project, has since grown into something much greater with a community-centric purpose that ripples throughout its Philly home base.
Much like her brainchild, Shannon has never been the type to limit her creativity when it begs to expand. For more than a decade, Shannon worked within the corporate fashion sector for legacy brands like Tommy Hilfiger, American Eagle, and Ralph Lauren. Each work experience imparted valuable lessons that she would then apply to her own business, sharing that it's "really important before you start your own thing: to see how others do it." But like any great student of their craft understands, there's just as much to learn from others' mistakes as there is from their wins.
That's why Shannon was determined "to do the opposite" of what she saw in these spaces once she got her wings to launch YOWIE in 2016.
Courtesy of Shannon Maldonado
Photo by: Caro Ramirez
Shannon's pivot from the corporate world was marked by a need for more, a call that would push her into something greater, "I had social anxiety, financial anxiety [in New York]. There was just so much bubbling under the surface that once I hit that wall, it became way easier to leave. I was ready for a change." She was looking to pursue something that would challenge her both professionally and personally, and YOWIE did just that.
In the five years since YOWIE's inception, the shop has experienced a great deal of local support, but nothing would match that influx of visibility that would come in 2020. Wedged between the onslaught of small business support brought on by COVID-19, along with the hypervisibility of Black-owned businesses that followed the aftermath of the Black Lives Matter uprisings, Shannon's once intimate neighborhood corner store, began to grow in brand recognition. "It made me feel more comfortable about speaking out on injustices. That's who I am. I want to be a good neighbor and a civically-minded human being, and that should be a part of our brand as well."
YOWIE is an extension of Shannon and the community that raised her. It's a noun, an adjective, and even a verb. Home-grown and community-centric. It speaks to her genius to never be boxed in by one product, space, or idea. But most of all, YOWIE is yours and belongs to the community of South Philadelphia.
YOWIE is the future.
What prompted the transition from your corporate job to taking the leap into entrepreneurship? Were there any challenges you had to face in this transition?
One of the challenges was how for the entire time I'd been in corporate, I've been an anonymous designer. So unless I told you that these were jeans that I designed, you would have no idea who made them. To stand in front of a group of people [when I launched YOWIE] and say these are all of the things that I love, these are artists that I think you should believe in, that was very scary. I felt very naked because YOWIE is such a personal brand and such an extension of me.
In the beginning, you're really just trying to find your voice and your audience. I think there's this misconception that the world is just waiting for you to finish your website and then they're all just going to run and buy everything, but that's not true; it's actually very anticlimactic. But every step of the way, I would get a small affirmation, whether it was a purchase, press, or someone saying, "This is really special." I would hold on to those things. It's never lost on me when someone compliments the brand or I see someone wearing our tote on the street. I'm very proud that people resonate with the brand, it definitely helps me out on the harder days when I'm like, 'What the hell am I doing?!'
You left New York and headed home to Philly to start what is now YOWIE. Sometimes there can be resistance or even pride in returning home, how were you able to adjust to this move?
For many reasons, I didn't want to do the brand in New York. It felt like it would just be one of many in New York, and it would be very financially challenging to do YOWIE there. I wanted it to be the opposite of what I was used to, I wanted YOWIE to be based on emotion, feelings, the love of design, and not worry about money. I felt like I should open it in a lower-cost city like Philly that I know, but it also is unfamiliar to me because I had been gone for so long.
I was looking for a challenge and space where I would make mistakes; a mistake in Philly is not the same cost as a mistake in New York, so it felt a lot more comfortable to me. After that much time [in New York], I didn't hate my job, but I wasn't learning anymore. I'm a life-long student, I love to learn, I like being uncomfortable. I wanted to do something that was going to challenge me professionally and personally and boy, did it!
"To stand in front of a group of people and say, these are all of the things that I love, these are artists that I think you should believe in, that was very scary. I felt very naked because YOWIE is such a personal brand and such an extension of me."
Courtesy of Shannon Maldonado
Photo by: Caro Ramirez
Have you seen the benefits of sticking to your gut in building YOWIE in your hometown of Philly?
I think the biggest thing with your gut is that it's like a muscle you have to work at and grow over time and get comfortable listening to. In the beginning, when you start a business, a lot of the people who you love and care about will come out of the woodwork to give you advice. They want to tell you, "One time my friend started a business and this is what they did wrong." All of a sudden, everyone's an expert in small business. So you're going to hear a lot of noise, and I was, in the first six months or so, susceptible to that noise. I've always been someone who trusts my gut and instincts, so I was like, "Wait, I can't get sucked into this now, this is not who I am."
Over time, I built up this group of friends who I call my "frientors sounding board" and those are the people who I take the things that I'm truly unsure about with YOWIE to. But it's not an open forum for every random person to come in and tell me what I should do with the brand.
That door closed a very long time ago because I think at the end of the day, people can look at your brand from the outside and dissect it and think they know what's what, but only you know your goals and intentions and you have to feel comfortable with that. I don't think that's something that comes overnight, but once I locked into what I wanted YOWIE to be, there's no person who can steer me from that direction.
YOWIE experienced a great deal of growth through the hypervisibility of last summer’s events with COVID and the BLM movement. How has life and business changed since then?
That whole time was interesting. It was affirming because I had been working on YOWIE for so long and had very humble goals for it. I wasn't chasing rapid growth, just slow and steady strategy, so I was like, "Wow, this is exciting that we're finally getting all this attention!" But then, it's wrapped in: we're getting all this attention because someone has died. Or because finally, people are deciding that they should support Black businesses after an obscene amount of time of us being here. It was really complicated. I didn't know what else to do but galvanize that attention into raising funds and sharing resources because it just didn't feel right to just take it all for ourselves.
I have a younger brother who's had run-ins with the police, and it struck a nerve with me to see how many times we heard these stories and something broke in me. For a long time as a Black founder, I was unsure if I could weave some of the experience that I've had about race into our brand and narrative. I wasn't sure how that would be received. But after that time in June [2020], I didn't care anymore. This is something that's important to me and if this alienates some of our customers, then they weren't our people anyway.
It was very empowering in that way, but it was also very strange. In the aftermath, I feared that it would all be taken away, I thought this is all just fleeting, a moment, and it would fizzle out. I'm very proud to say that hasn't been the case for us. We've grown exponentially, but there was definitely this fear of they're only here for a moment.
"Once I locked into what I wanted YOWIE to be, there's no person who can steer me from that direction."
Courtesy of Shannon Maldonado
Photo by: Caro Ramirez
How have you been able to align yourself with opportunities that speak to you and your brand and not fall into the “once in a lifetime opportunities” myth?
It's been a lot of trial and error on my end. In June, we got a lot more inquiries about collaborations than we ever had in the five years that we've been in business. Some were so obviously copy-and-pasted, no recognition of who we are, it was just like they called an all-hands meeting and said, "Find a Black person! Find a Black business!" I was once such a people-pleaser, but that was the first time in my life where I started saying "no" to things. Professionally and politely.
Now, my first thing is: I need to feel something. When I get an email, it's like the same process as when I order products: I want to feel excited. I wanted to feel an immediate visceral reaction. For me now, nothing is an immediate "yes" anymore. I have to ask questions.
You have to do your due diligence now because so many people are trying to tokenize us and to look like they're not crazy or doing terrible things and I will not be that person. Money is not the only success of YOWIE, what we've built, the community we have is better than that.
In what ways have you learned to be gentle with yourself in the process of entrepreneurship?
That's something that's still a work-in-progress for me. One of the biggest things I've done in the last two years is not comparing myself and what I'm doing with YOWIE to what other entrepreneurs are doing with their brands. I think that was a big unlock for me because you can lose so much time feeling insecure or jealous about what someone else is doing that you could use creating or trying new things.
When you're starting out, it's hard to not do that, but once I got in the mindset of "I know where I want YOWIE to go," it cleared a lot of space for me to be creative again. I think a lot of that is because I'm a lot older than the people I interact with. I know who I am, I'm sure of myself, I'm not trying to find myself anymore as a person. Coming into my late 30s, I know where I want to be, what kind of leader I want to become, and what kind of brand that I want to create.
"I know who I am, I'm sure of myself, I'm not trying to find myself anymore as a person. Coming into my late 30s, I know where I want to be, what kind of leader I want to become, and what kind of brand that I want to create."
Courtesy of Shannon Maldonado
Photo by: Caro Ramirez
What does a “safe space” mean to you?
Safe space, in our regard, means a place where you can not only be yourself but a place where you feel a sense of ownership. There's something about feeling like something is yours or that it's a part of your community that makes it feel safe. One of the things that I love and gets me choked up is when people talk about YOWIE and how proud they are that it's in Philly and that it's their space. That makes me feel really proud that they feel like they own part of the space.
Having this pride and ownership over a space. Not in a way that's exclusive, but in a way that you really love it, and you want to bring all your friends into it and you can't wait to tell everyone about it.
To learn more about YOWIE and Shannon Maldonado's community-centric endeavors, follow her here.
Featured image courtesy by Caro Ramirez
