Imelda Araujo on Creating a Meaningful Brand

Kuchena Creating a Meaningful Brand

Meet Imelda, creator of Kuchena - a fashion brand rooted in self love. Upon meeting her at a friend’s wedding, we were immediately drawn to her kind heart, fabulous headwraps, and down-to-earth spirit. We’re so excited to be able to share her story with you today. Imelda was born and raised in Malawi but came to the states for college at our collective alma mater James Madison University. After quickly selling out of some handbags her mother made and sent to her, she knew she was onto something and created Kuchena.

Kuchena not only strives to adorn one’s outer appearance but equally aims to adorn one’s inner beauty. Her brand has strong ties to her roots through her family and country. During our interview, she offers so many lessons about following opportunity, being bold enough to go towards your dreams, and cultivating a sensitivity for the things that bring you joy.
In this episode you’ll learn:

  • How she started a fashion brand (sewing all the pieces) and she didn’t even know how to use a sewing machine

  • The importance of seeing the links in opportunities

  • Trusting that everything happens for a reason

  • What it takes to run a business on the side and deal with your busy schedule

  • Using social media to authentically connect with your people and grow your tribe

  • The power of getting quiet and being alone with your thoughts

  • How Imelda speaks her dreams into being

  • Creating the space for your passion/business to grow and then trusting that it will come

  • Becoming sensitive to the things you enjoy and then going towards it

Imelda's words are divine guidance for living. Here are some of the juicy quotes from our time together: 

“You have to be bold with what it is you want to do.”

“The life you have, you can make it to be exactly what you want it to be.”

“You have everything you need to make you happy in this very moment.”

You can learn more about Imelda and Kuchena, at