In Full Bloom: Claudia Guardado

Puchies Founder and CEO, Claudia Guardado, is a multifaceted entrepreneur who came from a high level corporate world. Her mission now is to spread messages of inspiration and hope through her new company, Puchies Socks.

Describe a difficult situation that impacted your business…

My business has been in existence since August 8th of 2019. I developed this company with no knowledge, just a dream. In the beginning, (after leaving my corporate job of 17 years, going through a failed marriage of 22 years, and losing my dad) it really put life into perspective for me. I remember sitting at a park and watching a lady struggling with her child. I told myself, ‘there has to be a better way.’ I left my corporate job not because I wanted to start a sock line but because I developed a lump on my chest and I lost my voice. I was constantly sick. When I saw I doctor, I found out the amount of stress I was under was manifesting itself in different ways throughout my body. My father had the chance to be there during the initial development but had passed before my company was actually born.

Puchies was inspired from the Latin slang term that my father called my stinky feet when I was a child. He would say, “Bring your ‘Puchies’ over here!”, but it was always with so much love. This term really stuck with me as I was developing my business and choosing a company name. After my father passed away, I kept seeing feathers everywhere. One day I was sitting in my car in the middle of LA, ready to go into a concept meeting, and I sat in my car and prayed. I said out loud, ‘Please just give me a sign that I'm headed in the right direction.’ When I went to my trunk to get samples, a white feather floated right on top of my trunk. In that moment I looked up the meaning for feathers and it said, ‘feathers appear when Angels are near, they are a guide and a blessing.’ I picked up the feather and cried for a minute before entering the meeting. It was clear to me that my father was with me and I was on the right path. I knew I had to incorporate the feather somehow, and hence the logo was born.

How are you overcoming this adversity..?

I faced so much adversity while building a business in a field in which I was unfamiliar. But I remembered my father words: always follow people who have more knowledge than you do. Don’t be afraid to sit at the most prestigious table in the room. This really stuck with me. Who we surround ourselves with when building a business is one of the most important lessons I've learned. Stay humble and keep this fire in your heart burning bright.

What is your advice to other women experiencing similar adversity?

“No matter the challenges there is always a way to figure it out......there is always an answer. Be extremely disciplined in your health first, surround yourself with like minded individuals, and don’t forget to enjoy the process no matter the hurdles that come your way. You are stronger than you think.”

How has adversity changed how you see yourself, your clients, and the way you do business?

I realize in business I want my company to have a giveback component which is why in 2020 we are starting our TAKE FLIGHT FUND. This will allow us the opportunity to give back to organizations in which we believe. We are obsessed with the customer; and as we grow, it's their voice we’re including in our vision. Our customers believe in the company because we share our humble beginnings through our logo and our messaging. Building a great customer experience is the key to thrive.