Today we’d like to introduce you to Nichole Rocero.
Thanks for sharing your story with us Nichole. So, let’s start at the beginning and we can move on from there.
What started as a side hobby for the creation of cute party products, soon became the foundation of my personal empowerment, teaching me how to use my voice to cultivate and impact change within my community and beyond.
The journey with The Roc Shop began in the form of a lump on my neck. What started as a side hobby creating cute birthday and party cake toppers, was interrupted by a malignant tumor that was growing on the left side of my neck. During a four-month journey for a proper diagnosis, repeated scan testing, and two surgeries, I was going through my battle while my Aunt Maria (who played a big role in my life) was losing hers. With a similar origin of tumor growth as my aunt’s, I was playing with the unknown. As I watched someone I loved fading away, I couldn’t help but mirror the fears of what my aunt had experienced. As a result of her tumor spreading in her neck, she had to have her larynx removed and she could no longer speak. Her cancer eventually spread from her thyroid to her lungs and then into her liver. This was one of the scariest times of my life.
Late one night, while attempting to sleep alongside my husband, I was filled with an overwhelming fear and anxiety. I literally could not hold back the tears, and I woke my husband sharing with him my greatest fear in this unknown battle. Death was not my fear, it was the idea of dying without ever having been heard. I had this overwhelming feeling that I had so much more to say in life. I knew that deep down inside, I was a woman who was fierce and unafraid but somehow lost touch with myself. I couldn’t help but fear that those who love me would never know what I had to say or what I stood for.
That fear of not having a voice eventually changed the brand from cute and sassy partyware to an empowering approach for speaking up, standing up for equality, and allowing women to own their voice, and to celebrate themselves; to embrace what society deems as imperfections and to smash the patriarchal demands on how women should act. In the development of an empowering brand, I found that many women around me were loving my story. They, too, were wanting to be heard, to speak as they want to speak, and to be who they want to be, without judgment. I found my community for the first time in 34 years.
In the process of battling cancer, losing someone I love to cancer and using the very fear of what could be, I learned to live my life the way I had always envisioned, all because of a few cheeky cake toppers. The most important message to come out of this experience and soon become the brand’s tagline is “Life’s A Party. Don’t Be Late.”
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Running a business will never be easy, and no matter how often I feel like I have overcome a hurdle, another is on the horizon.
A big challenge for my business is the constant upkeep and generation of new ideas and innovations. As a business, you have to stay on trend, up-to-date, and on top of the social stratosphere. New ideas require assessment of risks and the evaluation as to whether or not these new endeavors can lead to growth and revenue. As a small business, funding can be the game changers as to whether or not I can move forward quickly or slowly, which often leaves me second guessing my direction.
To overcome such setbacks, I have learned the best way to move forward, is to get started, no matter how perfect or imperfect the concept may be. Take the risk. Spend whatever money you can, wisely. Most importantly, do the work that is required to bring the idea to fruition. I find it is best to not sit on an idea too long without action, for then it just becomes a dream. If you can’t make it come to life, reach out to your community. If you don’t have one, then get one fast. Network, and then some more networking. A community of like-minded friends and entrepreneurs is basically free business advice.
Alright – so let’s talk business. Tell us about The Roc Shop – what should we know?
The Roc Shop is a cheeky and modern partyware brand, specializing in laser cut cake toppers, drink stirrers, wood art decor, greeting cards, and a few more lifestyle products. The brand is known for its outspoken tongue and the defiance of societal demands while teaching customers how to honor and celebrate themselves.
With The Roc Shop, I have learned to use my brand to foster the development of women empowerment within my community. I have been able to meet so many amazing female entrepreneurs through my Women Crush Wednesday blog series, an in-depth look into their mission as a business and the practices they use to keep on message and grow. The brand has been involved and has done fundraisers with local non-profits, such as SAY San Diego and David’s Harp. In 2017, we began our first mentorship program with a local non-profit, in which we worked with a student to turn self-expression into product development; through teamwork and planning, concept creation, design, manufacturing and production.
Laser cut goods and partyware is a huge thing right now in the events industry. We definitely don’t try to stay on trend, but rather stay aligned with our message and our community. Instead of creating cute basic pieces, we’re diving deeper. We’re edgy, outspoken, and like to get a bit political. You don’t find many party brands doing that, so that is basically how we set apart from other similar businesses.
Is there a characteristic or quality that you feel is essential to success?
Staying on message. Listening to my community. Organic growth; meaning not forcing my brand to come up with new ideas just to stay on top of the industry. It’s okay to take a break and refocus your intentions.
Contact Info:
- Address: 4275 37th Street Suite 218
- Website: www.therocshop.com
- Phone: 619-772-0476
- Email: hello@therocshop.com
- Instagram: @the_rocshop
Image Credit:
Plum & Oak Photography, Elyse Barton
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