Danielle Alvarez, Founder & CEO of The Bonita Project
Danielle Alvarez had always dreamt of a career in PR—a goal she flawlessly met with the creation of her own public relations, marketing, and influencer agency in 2018. The first-generation Peruvian American is at the helm of The Bonita Project, which aims to change how brands engage with multicultural communities. Since its inception, The Bonita Project has partnered with big-name brands, like L’Oreal Paris, Urban Decay, and more.
“I'll always respect that hustle teenage Dani had because it was definitely a hustler ambition she had,” she says. “And I won't judge her for that—it led me to where I am today.”
Danielle is the true definition of a mujer de magia. Keep reading to learn more about her.
Grace Gavilanes: What inspired you to start The Bonita Project? How does it differ from other media agencies?
Danielle Alvarez: After working many years at a PR agency, I decided to launch something of my own as I felt there was a lack of proper representation regarding the Latinx/e community in the PR/marketing world. I worked with some of the biggest beauty brands, and I felt many of them were missing the point regarding marketing to my community. When you're in the industry I am in, it can be tough to voice your opinions/ideas because they may seem "unfitting" for others or "not on brand" for the rest. Being the token Latinx industry expert somewhat got old for me, and I wanted to create an agency that eventually would be made up of a strong Latinx/e team that can speak to different nuances and our bicultural experiences as Latinx living in this country. And based on those experiences, we can educate brands and our clients.
GG: What would you say is the most rewarding part of your work?
DA: The most rewarding part of my work is the community we've grown organically on social—both our Instagram and TikTok. And this adds to another point of differentiation from others in the market. From the beginning, I wanted to create a platform that celebrated our differences and nuances and use it as an educational platform for non-Latinx folks to consume and learn. The content that we've provided for all has been the most satisfying, as the response has been nothing but positive. Our Bonita family consists of students, Latines from all facets of life, and overall, women are seeking to enter the industry and want to feel SEEN and HEARD.
GG: Hustle culture and burnout is so prominent in our community. How do you make sure to take care of yourself first?
DA: I am still learning to put myself first—it's hard. It's not easy running a business as you have to carry a lot of weight and delegate and multi-task many projects. I still work in an agency environment and juggle many clients, which can get draining. A few things I've done, which may seem super basic to others, is not looking at my emails or computer over the weekend. Once Friday ends, I unplug and try to enjoy my weekends. I even take social breaks over the weekend. I am not consuming social media as I used to. I also go to my workout sessions five days a week—every morning—which helps tremendously with "resetting" my day and clearing my head. What a difference it makes when you're partaking in some sort of physical activity. I recommend putting 30-45 minutes aside for a run, a dance class, or yoga—something to keep you active!
““I am proud of my growth as a person and woman. And how I’ve learned to dissect the real from the fake.””
GG: What accomplishment are you most proud of, both in your personal and professional life?
DA: I would say, when I announced #WeAllGrow Latina as an official Bonita client. #WeAllGrow Latina is the most prominent digital network of Latinas in the country. It's a full circle moment for me as I first learned about the platform when it was formerly known as Latina Bloggers Connect when I first started my career. I hold such admiration and respect for the platform and its evolution to becoming what it is known as today. So for me, to work alongside an incredible team and its Founder, Ana Flores, is special. And personally, I am proud of my growth as a person and woman. And how I've learned to dissect the real from the fake. Ultimately, I am in an industry known to be a "fake" environment." I try to keep it real with myself, my peers, and how I present myself to others. I stick to my beliefs, and if they make you uncomfortable, oh well.
GG: What does being Latina mean to you?
DA: It means so many things! It means my upbringing, my Peruvian heritage, the sazon I give to my food but also life, and so much more! I love being Latina and bringing that POV to others, especially in the industry I am in. It means breaking barriers, resilience, perseverance, and, most importantly, passion for life.
GG: How would you say your upbringing and cultural background contributed to your career aspirations?
DA: This is such an important question for me because my upbringing and cultural background played a huge role in my career. Growing up as a first-generation Peruvian American in the U.S. made me different, even amongst my fellow Latinx peers. I didn't grow up with many fellow Peruvian kids around me—they were Cuban, Puerto Rican, Dominican, or Colombian. Now, as an adult and with The Bonita Project, it's important for me to acknowledge other Latinx cultures that may be excluded. I use The Bonita Project platform to highlight those nuances because I wish I had visibility of my Peruvian heritage growing up. I remember in middle school, the kids would ask me where I was from and when I would hint Peru, no one even knew where to place it on the map. My mother would also send me to Peru every summer school vacation for two months during my early years, and I am so grateful she gave me those experiences. I learned from an early age what humility is. My cousins and family back in Peru didn't have all the resources available (as we do in this country), and they still lived happily. Their priorities were different from the American ones. And I learned to respect that.
GG: What would you tell 15-year-old Dani right now if you had the opportunity?
DA: I would tell her, "You did it, girl! Keep going!" At 15, I was already dreaming of a PR career. I was never a book nerd, but when it came down to work, I was all about it, and I was hungry to work and start making my own money. Looking back at those days, I'll always respect that hustle teenage Dani had because it was definitely a hustler ambition she had. And I won't judge her for that—it led me to where I am today. Teenage Dani would be proud. Very proud.
