Connecting Culture and Community: A Conversation with the Founder of Conectados NYC
New York City is a place of endless culture, resilience, and opportunity, yet many within the Latinx community often struggle to find spaces that reflect their identities and lived experiences. In this blog, I have the pleasure of speaking with Liliana Cepeda, the founder of Conectados NYC, a platform dedicated to bridging this gap by connecting Latinxs in NYC to culturally relevant services, businesses, and opportunities. Through her own personal journey, she has cultivated a space that uplifts and empowers her community.
What inspired you to create Conectados NYC, and how does it reflect your personal journey as a Latinx business owner?
As a Latina that was born & raised in Brooklyn, I was exposed to a number of cultures & individuals from diverse backgrounds, however I struggled to connect with the Latinx community while growing up. While I knew of the traditions we practiced at home, it was rare I saw that reflected in the places I visited as a child. Over time, I made it a priority to learn more about the Latinx community in NYC and recognized that there were in fact a number of resources, businesses, events, opportunities and more that were made for and by members of our community. I became frustrated that even though I lived in Williamsburg my whole life, I was now learning of places that played the music I heard at home, sold the food my family cooked, or were run by individuals that looked like me. This frustration led to the initial creation of Conectados, which started off as a class project while pursuing my Bachelors in Business Administration in Entrepreneurship. I knew that my community needed a way to easily access information on the resources, connections, and opportunities that were available to them, and I want Conectados to be a part in filling that gap.
My passion for community building is what not only inspired Conectados, but has remained a constant throughout my entrepreneurial journey. I have been able to make genuine connections with other business owners & individuals that also truly care about making a positive impact within their community. As a solo-prenuer, there have definitely been challenges and moments of doubt, however my community has served as a reminder of why the work I'm doing is important.
Can you share the mission and vision behind Conectados NYC?
Conectados directly connects Latines in NYC to trusted, culturally relevant services, businesses, and opportunities, empowering our community’s heritage and overall wellbeing. Our values include community, accessibility, representation, and reinvesting in our communities. We partner with NYC based Latinx entrepreneurs and community members to highlight the work they are doing for our communities. Users can learn about NYC based Latinx owned businesses through our directory, and use our map feature to see which businesses are in their community. Our calendar showcases upcoming opportunities hosted by directory members, or events hosted by Conectados. In the past, we have hosted various in person events to create safe and intimate spaces to learn, share, and connect with your culture.
What challenges did you face when starting this organization, and how did you overcome them?
Since I started Conectados as a college student, it was initially a challenge to "prove myself" and gain credibility as a younger entrepreneur. I learned that I needed to shift my approach with each person that I spoke to in order to obtain their trust. Being able to build and maintain genuine relationships plays a big role in building community, as people want to know who they’re connecting with and where they are putting their time/energy. Showing up authentically allowed people to see how passionate and committed I am to uplifting Latines in NYC, and got them excited about my larger vision, even if it wasn’t fully built out at the moment. As I continued to grow, I also learned to leverage my accomplishments along the way and further amplify the work of directory members, showing them that we were equally invested in each other's success & our communities.
How does Conectados NYC address barriers like language, cultural stigma, or accessibility that Latinx individuals often encounter?
Latine’s in NYC have few trusted sources to access culturally relevant, local information and resources. As Conectados continues to grow, our goal is to have a one stop shop where our community can learn about relevant businesses, resources, events, and opportunities in an easily accessible manner. Our community has so much to offer, and creates a large impact on the overall culture of NYC. By building a directory of these businesses/organizations,we are also building a record of the impact that the Latinx community has throughout the city. I hope to inspire individuals to further connect and reinvest in their community to ensure we can continue to have the spaces, opportunities, and resources we need and deserve.
Can you share a success story that highlights the impact of Conectados NYC on the community?
I think one of the biggest impacts that Conectados has had has been connecting business owners to new opportunities. Whether it be new collaborations between businesses, additional visibility through events or the media, or simply offering space to share resources or frustrations among other Latinx business owners, I often hear feedback on how Conectados has played a role in these connections. Most recently, a number of director members have shared that they received the opportunity to be featured in a podcast and article, as the writer used our directory as a reference point of finding BIPOC & women owned businesses in NYC. This stood out to me as I hadn't done any initial outreach for this opportunity, this individual found the platform on their own and used it to support and amplify the voices of those who are doing important work in our community, and to me that is success.
What role does mental health and self-care play in your life as a Latinx entrepreneur?
If I don't prioritize my mental health and make time for self care, there simply is no Conectados. I like to call Conectados my 5-9, as I also still work a traditional 9-5. In reality though, it can sometimes not only be my 5-9, but also my 6am-8am, my weekends, holidays, lunch breaks, and "days off". Working on this project has shown me the importance of prioritizing the different aspects of your life in order to avoid burning out or losing motivation. Therefore, I make a true effort to find time for self care, which usually involves time to myself and participating in hobbies that allow me to be present, such as hands on crafts, dance, journaling, or reading. I have also learned how important it is to celebrate my wins and recognize how far I've come while building this community. Lastly, a large part of taking care of myself includes leaning on my community to ask for help or sharing when I am struggling. In Latinx culture, it's easy to push your mental health to the side and feel like you have to keep going, but entrepreneurship has shown me that in order to maintain my business, I have to prioritize myself & my well being.
What advice would you give to other Latinx business owners who want to create a meaningful impact in their communities?
I would advise Latinx business owners to lean into their culture and heritage fearlessly, while also being open to receiving support from others in their community. Oftentimes we have been led to believe that we have to fight for our seat at the table because there aren't enough for us, but I simply don't think this is true. I think we are stronger and can go farther in community, and I would urge Latinx business owners to not only lean on community, but to collaborate, uplift, and give back to others when they can. By showing up authentically and taking up space, we get to pave the way for those who come after us to do so as well.
Final Thoughts
My conversation with Liliana Cepeda, the founder of Conectados NYC, highlights the power of community-driven entrepreneurship and the importance of creating spaces where Latinx culture and identity are celebrated. Platforms like Conectados NYC don’t just provide resources, they foster belonging, representation, and empowerment.
To learn more about Conectados NYC and discover Latinx-owned businesses, events, and opportunities in NYC, visit their website and become part of a growing movement to uplift and celebrate our community.
