How did you come up with your business concept? What inspired you to start your own business? I started this business out of pure tenacity and need. The company I previously worked for shut down quickly and unexpectedly. Rather than leave my clients hanging, I started Azul Therapies and continued to give services to my clients with minimal interruption.
What’s your background? Could you tell us how each of these disciplines emerge in your work?
My educational background is a master’s of science in clinical mental health. I have a passion for assisting those in the BIPOC/queer/trans intersection. I work to build community for the people who find themself here whether it be through advocacy events, my free zines, or sharing resources. I am the child of immigrant parents and believe that my upbringing influenced the way I view the oppressed. I was very sick as a child and went to years of physical therapy to learn to walk properly. I’ve always had a soft spot in my heart for those who needed help, and have empowered myself to do so professionally. It’s the coolest thing.
What led you to take your work from an idea to pursuing it as a business?
See question 1, haha. I always knew I wanted to start up a business, but I hadn’t planned on doing it until I had my PhD, or made a name for myself in the field. Life and circumstance catapulted me into this. I accepted it, and made the most of it.
Azul Therapies LLC new logo as designed by Stoke member Stoney Bass.
How did you find your brand identity?
My first word was Azul. I was OBSESSED with the color growing up. If I had any choice where one of the options was blue, I was going to pick the blue option. I would often describe in consistent detail a blue angel I had living inside of me, and so my mom started calling me Azul. I always wanted to change my name, but never got around to it, especially after my aunt named my cousin Azul. So when I had the opportunity to give something what is essentially my namesake, I chose Azul.
As far as my logo goes - I made it quickly and without much time to give it thought. I don’t feel like it accurately depicts my business, who I am, or the populations I like to work with. I am currently working with someone on a redesign and it’s gonna be so cool.
What’s your favorite thing about your workspace?
I love the freedom I have in making it mine. I get to choose literally everything about it without having to ask permission. Freedom of expression is integral to who I am - so much so that I have left jobs over the dress code or uniform requirements.
Do you have a personal and/or professional motto or mantra that you call upon during tough times? What is it and what does it mean to you? Honestly, I don’t. I talk about the tough stuff with my little community, my wife, and my therapist. I suppose if I HAD to say I had one, it would be to remind myself that any burden I feel towards work is actually a sacred honor. How cool is it that I get to be people’s therapist?!
Janette Orona from Azul Therapies LLC at the 2024 Denton Pitch Competition.
How do you pick back up on moving your business forward when perhaps feeling uninspired?
I allow myself to feel burnt out on admin things. I let myself get behind on stuff. It’s part of being a business owner. Usually my friendships help pick me back up or my incessant need for perfection, haha. (I am working on it).
What have you gained so far from being a part of the AccelerateHER cohort?
I feel understood in a way I haven’t previously. I have on other friend who owns a business (shout out to salem.snaps - she did my website photography and 1 year anniversary pics), but it’s cool to be surrounded by people from different perspectives and experiences.
Name a woman or gender expansive individual, past or present, whom you admire or look up to. Why?
I look up to my licensing supervisor, Lori, my wife, and my mom. Lori does such amazing work. I met her through psychodrama (look it up, it’s the coolest thing!), and have been soaking up her wisdom like a sponge ever since. She helped me decolonize a lot of what is taught in grad school, like being super neutral, sitting “normally,” and helped me step into myself if that makes sense. She normalized a lot of what happens in the counseling room, like needing to excuse yourself to go pee. She reminds me that I am human first.
My wife is such a go-getter. She figures out impossible tasks so easily, and refuses to accept that she can’t do or doesn’t know something. I am consistently inspired by her resilience, ability to set boundaries, and stay organized. She pushes me to try figure things out on my own first, and is always willing to be a sounding board for my wild ideas.
My mom is as chingona as they come - she’s never taken no for an answer, even from life. I owe her so much. Not just in the literal sense of “she gave birth to me, and raised me”, but in the much more agonizing sense of she wouldn’t ever let me take no for an answer, either. She took me to countless doctor’s visits where they told her I wouldn’t live to see my 7th birthday, and refused to let either one of us believe it. She pushed me to strive for more, even when there wasn’t more to take. It got annoying, and still can, but…yo también soy chingona, y es por parte de mi mami. ¡Te quiero mucho, mami! Gracias, por todo.
Azul Therapies LLC won third place int he 2024 Denton Pitch Competition.