Lissette Rios, Founder of Chic Influence
Lissette Rios is a PR maven. Starting out in the corporate world, where she worked her way up to Senior Vice President at a global PR agency, the Cuban-American powerhouse eventually carved her own path—on her own terms. She is now at the helm of Chic Influence, an all-in-one agency that offers talent management, strategic media and public relations, among other services.
“In creating this business I wanted to make sure I could build a team around the business’ mission and purpose, and to have three amazing women, who are all Latina, part of the business is beyond rewarding,” she says.
Keep reading to learn more about this mujer de magia.
Grace Gavilanes: Tell us about the road to launching your own business. Did you always dream of being an entrepreneur?
Lissette Rios: The road to launching Chic Influence wasn’t always something I had planned because I thought I would stay in Corporate America my entire career, yet the roots of entrepreneurship were very much in me. I grew up in a family business so I was surrounded by entrepreneurship at a very young age and even helped my mom with her own business, which was an invitation store. However, working with family is amazing, but also challenging. I found it hard to have my mom be my mom and my boss, especially in those formative high school and college years. I dreamed of working in the corporate world because I glamorized it. It was so different from going to work with your mom every day. The thought of wearing a suit and swiping a badge to get into a high-rise building was the coolest thing to me.
So I left to work in communications after I graduated with my BA in Mass Communications. Fast forward to a 10-year career at global PR agencies and I found myself frustrated with the corporate system of procedures, policies, and processes. While I had an incredible trajectory and became a Senior Vice President at the age of 30, there was a lot I felt unfulfilled by. My then-boyfriend, now husband, who is an entrepreneur, really saw what I couldn’t see for myself and he pushed me to try to start my own business. I saw first-hand how much he was accomplishing on his own as he wrote the rules for his own business, and that really inspired me to take the leap.
GG: What is the most rewarding part of your work?
LR: The most rewarding part of my work is truly seeing my clients succeed and the ability to create jobs. When clients come to us with their dream media hits or their dream brand partnerships, and we’re able to make it happen for them, it’s truly incredible. Also, in creating this business I wanted to make sure I could build a team around the business’ mission and purpose, and to have three amazing women, who are all Latina, part of the business is beyond rewarding.
GG: Imposter syndrome is a very real thing in our community. Have you experienced it? If so, how do you reconnect with yourself?
LR: I know this is going to sound really insane, but I’ve never really felt imposter syndrome. My parents from a young age instilled an incredible self-belief system in my brother and I that we are capable of anything and everything we put our minds to. Plus, I always realized that we all have to start somewhere and it's unrealistic to think we have to have everything figured out on day one. In following many entrepreneurs and having them in my life, they remind me that every day is a new set of challenges with no specific or linear path in getting things done. So I may not know everything, but I don’t doubt my abilities in figuring it out and knowing that I’m more than capable and equipped to make what I need to happen, happen.
GG: What accomplishment are you most proud of, both in your personal and professional life?
LR: Personally, running two marathons—the NYC Marathon in 2019 and Chicago Marathon in 2021! Making my husband and family proud is what makes me proud. When they are happy, I’m happy. Professionally, sustaining a profitable business for 7 years while staying self-funded and having my team on for 4+ years. I’ve also been featured in Forbes and Latina to Latina podcast.
““I may not know everything, but I don’t doubt my abilities in figuring it out and knowing that I’m more than capable and equipped to make what I need to happen, happen.””
GG: What does being Latina mean to you?
LR: Being Latina is the core of who I am. I am who I am because of my culture and my family. I love being Cuban American!
GG: How would you say your upbringing and cultural background contributed to your career aspirations?
LR: Everything about my culture is a direct reflection of my personal and professional success. My grandparents came to this country with nothing, after their businesses were stripped from them in Cuba. To know and see them rebuild themselves in a new country without knowing the language is my greatest motivator. As a first-generation Cuban American, I have access to so much more than they did—I’m a college graduate, I know English, I have access to more resources and information, so I can accomplish more.
GG: What would you tell 15-year-old Lissette right now if you had the opportunity?
LR: You wouldn’t believe your life even if I told you today. It’s one heck of a ride, but you’re going to love every second of it, even with tremendous moments of pain. It’s all needed for the incredible, strong, driven, passionate woman you are to become.
