Hispanic Heritage Month reminds our community of how ingrained Hispanic influence is in contemporary creative industries and our culture. One leader in creative entrepreneurship is Shannon Maldonado, the founder and creative director of YOWIE, the acclaimed Philadephia-based home and lifestyle shop, and soon-to-be hotel.

Maldonado, who is half-Puerto Rican, is no stranger to creative pursuits. Learning how to sew at age 10 led her to study at the Fashion Institute of Technology. After graduating with a degree in fashion design, Maldonado worked with brands like Ralph Lauren and Urban Outfitters for over twelve years. But, in 2016, Maldonado brought a new creative vision to life to satisfy her entrepreneurial spirit: YOWIE, a brick-and-mortar hub for eclectic tastes. At the intersection of Maldonado’s love for design and community building, the YOWIE brand has collaborated with Nordstrom, Fred Segal, Lisa Says Gah, CB2, and more for curated shopping experiences.

Despite her small business’s immense success, Maldonado continues to explore new ventures. This fall, her brand will expand with YOWIE Hotel: a boutique getaway featuring retail space, a studio, a cafe, and eleven curated hotel rooms. Outside of YOWIE, Maldonado engages deeply with her community of fellow small business owners as co-creator and host of Small Enough, a series that aims to celebrate the humanity behind entrepreneurship. Maldonado is also the creative director at two boutique hotels, The Deacon, in Philadelphia, and Dye House, in Olneyville, Providence, RI.

You can check out more of Maldonado’s work here on Creatively and @hellocreatively on Instagram.

What is the first creative project you remember?

The first creative project I remember is making small felt pouches that I gifted and sold to kids in my class. My mom taught me how to sew when I was around 10, and I started making these color-blocked little bags to test my skills.

Describe your aesthetic in three words.

Minimal, nostalgic, colorful.

What was the most fulfilling collaboration you’ve worked on?

My first interior design project was The Deacon in Philadelphia. I was challenged with reimagining the interiors of a historic Baptist church that was transitioning to a boutique hotel. My late grandmother was very connected to her church, and I wanted to honor the space’s origins. I wanted to highlight its many beautiful features—the original stained glass, vaulted ceilings, and gold trim—but also add modern pieces that would complement it. The Deacon has been my hardest project so far, with so many learning curves. But, three years later, it’s the one I’m most proud of. Some original members of the former congregation have even visited and shared how the space’s mission for gathering and celebrating has been captured through our design. I know, somewhere, it’s making my grandmother smile.

What’s one creative project that taught you something fundamental about yourself?

A recent client project completed during quarantine reminded me of how much I crave collaboration and feedback in my work. In my former life working in fashion, I worked with cross-functional partners to see our projects to the finish line. With my consulting studio, it’s mostly myself working directly with the client. Since this project happened during quarantine, there were fewer face-to-face meetings and more urgency to complete, leaving less time to brainstorm. Towards the end, I realized that creative collaboration with clients is fundamental to my process and something I will push for in every project moving forward, even if we’re in a time crunch.

Do you think creativity is something you’re born with or something you’re taught?

I think both are true. I’ve been making things since I was a child. Being creative is something my mom both passed down and encouraged in me. I also have friends who have found creativity later in life after trying their hand at other ventures.

What’s the last dream you had?

I recently dreamed about a podcast host I listen to accidentally giving me his notebook full of jokes and story ideas. HA!

One hundred years from now, what do you hope people write about your work?

I hope that people find my work inspiring and thoughtful. From day one, I’ve sought to highlight and champion the work of others, and it’s something I’m very proud of! There is so much research, self-reflection, adoration for design, and discovery that goes into everything I do. I hope that continues to be prevalent and resonate with people as my practice grows and evolves.

Follow @ShannonMaldonado on Creatively.

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