249: Landing a $12K Client at MAGIC: The Trade Show Networking Strategy That Worked

From Nervous to Thriving: Discover how Alina Sanchez-Lopez transformed trade show nerves into a $12,000 freelance triumph!

Ever walked into a trade show feeling completely out of place, unsure of how to approach potential clients? That was Alina—until a few key mindset shifts and strategic moves changed everything. A casual chat at Magic turned into a game-changing $12K project, reigniting her passion for design and proving that in-person networking can lead to massive freelance success.

In this episode, Alina pulls back the curtain on how she overcame the initial awkwardness, what she said to grab a brand’s attention, and the smart strategies that helped her stand out in a sea of fashion pros. She also shares how she navigated the leap from corporate burnout to freelance freedom, creating a career that gives her both flexibility and fulfillment. Whether you’re gearing up for your first trade show or looking to refine your networking skills, this conversation is packed with insights you can apply right away.

If you’re new to freelancing or have been at it for a while, click play now to learn how to confidently network at trade shows and turn conversations into paid design work!

About Alina:
 Alina is a Freelance Designer & Consultant dedicated to helping small brands discover their unique identity, transform ideas into standout designs, and create fashion with purpose. Specializing in eco-conscious activewear and streetwear, she combines innovative design, technical expertise, and a passion for sustainability to bring bold ideas to life. Her mission is to empower clients to build impactful and distinctive fashion lines that inspire and resonate.
 
Connect with Alina:
Visit her website
Email her at: [e-mail]
Follow on Instagram
Connect on LinkedIn

Download my Freelance Price List just for fashion (it’s free!): sewheidi.com/price

Creators and Guests

Host

Heidi Weinberg {Sew Heidi}

Heidi (aka Sew Heidi) is a self-taught freelance fashion designer who built a six-figure business without a degree, portfolio, or industry connections. After years of burnout in the fashion industry, she went freelance—and never looked back. Now, she helps other designers ditch toxic jobs, land better clients, and build flexible careers they love. Through her podcast, courses, and resources, Heidi has helped thousands of designers take control of their fashion path and finally get paid what they’re worth.

What is Fashion Designers Get Paid: Build Your Fashion Career On Your Own Terms?

This is a show for burnt-out fashion designers (and TDs, PDs, patternmakers, textile designer and beyond) who want more flexibility in their career while still doing work they love.

You'll learn how to build a freelance fashion business, so you can do the work you love on your own terms. Freelancing in fashion is the only way to get freedom in your day (instead of being tied to a desk).

Whether you want to earn extra money on the side, fund your fashion brand, or replace your salary, the FDGP podcast will help you get there. Listen in for actionable tips and strategies to kickstart or grow your career as a freelance fashion designer, build your confidence, and create the life you want.

Hosted by $100k+ fashion freelancer Sew Heidi, the show features interviews and strategy sessions with successful freelance fashion designers from around the world who've ditched toxic fashion jobs and taken control of their own destinies. This is the only place to get REAL insights from REAL freelancers who have built REAL careers on their own terms. (Formerly the Successful Fashion Freelancer podcast.)

Heidi [00:00:00]:
Imagine heading to a huge trade show feeling totally unsure about how to strike up conversations and then walking away with a $12,000 project that reinvigorates your passion for the design and gives you a brand new sense of confidence. That's exactly what happened to Alina Sanchez Lopez after some strategic moves at Magic. But how did she overcome those first few awkward moments of networking, and what exactly did she say to catch the attention of new clients? Today, we're talking through the simple tactics that transform casual conversations into paid design work, plus the mindset shifts that Alina used to stand out in a crowd of industry pros. If you're ready to learn how to network at trade shows so you can land the kind of freelance projects you've been dreaming about, keep listening. You're going to love this episode. Okay. Well, I would love to talk about this $12,000 project that you landed from the magic trade show do tell all the secrets. I don't know where to even start.

Alina Sanchez-Lopez [00:01:02]:
Where to start? I'm not sure. It kinda happened, very organically. So when I was going to Magic, I knew I wanted to really I had gone it wasn't my first trade, so my first trade was text world. It it was really, like, helpful that I lived in New York, so I could go to a few before. Mhmm. New York has a bit more than other places. Like, I know Vegas has a few. But I went to the textbook first and to functional fabric fair, and that was my first time going to a trade show.

Alina Sanchez-Lopez [00:01:31]:
Okay. And before I went, I did connect with, someone on Fast. She's like a sourcing person, and I kinda wanted to get into sourcing a little bit. And when I was learning about it, because I hadn't done sourcing before, but I was, like, interested in it. I heard how it worked, and I was, like, intrigued. So I wanted to learn about it. So I connected with someone that was specialized in sourcing, and I asked her questions. And she was very kind to, have a chat with me.

Alina Sanchez-Lopez [00:01:57]:
And whenever I asked her a question on email, she would send me, like, a big paragraph of, like, tips and tricks because she was, I think she was retired now. So she was, like, happy to share her insights and her secrets. So when I went to Tax Road, I kinda was a little prepared of, like, okay, what to do? I wanted, like, a like a plan a little bit because I know it can be overwhelming when you don't know what you're doing. And she gave me a lot of tips. She basically said bring a notebook, bring a stapler, a pen. Yeah. That's kind of it. And then in the notebook, when you ask the people at sourcing, like, your questions, write down all your notes and, like, staple the business card of the person, and then you have, like, a whole list of them, and you won't miss it.

Alina Sanchez-Lopez [00:02:45]:
So that kinda was my first, I guess, dipping my toe into networking a little bit and, like, getting you know, talking to people because I hadn't done that in person for so long. Because I before, when I worked in my corporate job for during the pandemic, I was remote for, I think, two, three years. So I kind of, like, feel like I pandemic? Yeah. For the pandemic. Yeah. And I kind of felt like I lost a little bit of that, you know, in person interaction. And then I ended up working full time in office at another job for longer. But it's a completely different thing when you're networking for yourself, I think.

Alina Sanchez-Lopez [00:03:25]:
So that was great as, like, an introduction to start talking to people and to kind of start the conversation. And then when I went to Magic, I was going with Gabriela because she well, we did Fast Track together, so we had connected through that before. I told her if she wanted a place to stay, she can come and stay with me. So we went together. And I think it helped to go with someone that was also in the same mindset of, like, let's network. Let's do things. And it was great as a little icebreaker when you're, like, kind of when you first get there, I think you're always a little nervous. I was like, okay.

Alina Sanchez-Lopez [00:04:03]:
How do I start a conversation? You know? Yeah. And I think it's easier when you have a buddy with you. And we were great complementing each other because we're not in the same niche. We're kind of different things. She works more production and work more design. So we were able to kind of bounce off each other or, like, just kind of slip into conversations easier. And then once you kind of get a little bit of that, you can kind of spread out and do your own thing. And that's kind of how I started to do it, and I knew when I went to magic, I wanted to really take advantage of magic as much as possible because you don't get magic very often.

Alina Sanchez-Lopez [00:04:42]:
Like, it only happens twice a year, and I know it's a good opportunity. So, actually, I got this tip from Gabriela. I can't take advantage of this, but she told me that something that she did when she went to her first trade show was to go to some of the talks and hear what people ask, what questions they ask. And then if some of them ask questions that seem like they're entrepreneurs, then to kind of, like, see you know, kinda have a conversation with them afterwards. Yeah. And I thought that was an amazing tip. So I always go to the talks because I'm just genuinely curious and I wanted to learn about them. But I had never thought about, like, talking to those people afterwards.

Alina Sanchez-Lopez [00:05:28]:
So that's basically what I did. One of the talks, it was about, I think it was about how to start a brand and how much money it costs to start a brand from scratch. So I think that one made sense. It was a bunch of people that were new. And that I basically took her tip, and I just was very like, I was listening to the talk, but I was also, like, afterwards hearing who was asking questions. And as soon as it ended, I went up and just start a conversation with them and just kind of introduced myself. And a lot of them were very, I guess, thankful or not thankful, but, like, welcoming to the fact that I did that because Okay. They're also starting from scratch.

Alina Sanchez-Lopez [00:06:16]:
And they also a lot of them might not know exactly what they're doing. So, like, they wanted someone to help them, but they didn't know how to find them. So I was helpful that someone came to them, that knew what they were doing and could, like, you know, be a little bridge into that world a little bit.

Heidi [00:06:36]:
Were you, like sorry to interrupt, but what were you saying to sort of kick start that conversation when you walked out to them?

Alina Sanchez-Lopez [00:06:44]:
I basically said, hi. Sorry to, like, interrupt. I just wanted to introduce myself. I overheard you, in the talk earlier. I was there as well, and I heard your question. And I just wanted to say that, you know, I work in this part of the field and, like, I can help you if you ever need anything. And then the conversation kinda went from there. So just kind of, like, a very quick, like, I overheard what you were saying.

Alina Sanchez-Lopez [00:07:12]:
Just wanted to introduce myself, you know, and then

Heidi [00:07:15]:
I can help you. Go from there. Okay.

Alina Sanchez-Lopez [00:07:17]:
Yeah. Where do

Heidi [00:07:18]:
I learn that?

Alina Sanchez-Lopez [00:07:19]:
Yeah. Which I think was, like, very nerve wracking at first, but I started doing that after I had already had a few conversations before. So I think I had broken the eyes a little bit, and I had, you know, gotten a little warmed up. And once you start doing it, and I think you get good interactions, then you start kind of, like, feeling comfortable with it, which is kind of what happened to me. Because I hadn't like I said, I hadn't, like, had those type of conversations in in a long time because I was in the pandemic. I was just kind of remote for so long. But it was exciting. It was really exciting to, like, you know, get back into that type of, environment and getting, like, good interactions with people.

Alina Sanchez-Lopez [00:08:02]:
So, yeah, basically, one of the people I met a few people from Magic that were interested, but there was one that ended up becoming this one, this client. And then I didn't know that much about their brand and what they were doing at first. I just kind of introduced myself, and then I was gonna let them, you know, if they were interested, tell me about it. And it just turned out being something that I really like, and I'm actually really excited doing it now. So I'm working on it right now. And it kind of, like, re sparked my joy for fashion a little bit because it was, you know, sometimes we're working in corporate. You work for other brands that you don't necessarily like the type of clothes you're doing that much, but, or you don't have to pay the freedom to do it, to do whatever you want. And this, client that I'm working with, they've given me full creative freedom, and they're very receptive and very collaborative, which I really like, because that's something that you don't see that much in corporate world.

Alina Sanchez-Lopez [00:09:04]:
Yeah. Yeah.

Heidi [00:09:06]:
Okay. So it was one of these conversations that you you went to one of these talks, and then after the talks, you just, like, went up to one of these people and were like, thanks so much for your question. I thought it was, you know, great. And, you know, I just wanna introduce myself. Here's what I do. If you ever need help, I'd love to chat. And then the conversation kind of started from there. So it's one of those conversations that led to this $12,000 project.

Heidi [00:09:26]:
Yeah?

Alina Sanchez-Lopez [00:09:27]:
Yes. Correct. Okay. Yeah. So I

Heidi [00:09:29]:
wanna dig into all the nuances of that, but I also wanna, like, talk a little bit more about some of the trade show stuff because, I think going to these events in person and sort of just walking up to people cold and, like, kick starting conversation can feel very nerve wracking. I mean, it is like, what do I say and how do I do this? Right? So, also, I I think if I'm putting myself in the listener shoes, I think people might be thinking, like, how do I get into the trade show? So did was this all on, like, the sourcing side or did you get into the main show or, like, talk about the registration process and, like, how you actually got your foot in the door since you're not a buyer.

Alina Sanchez-Lopez [00:10:04]:
Yeah. So I did do the sourcing. I did find these people through the sourcing show because it was sourcing events. But I did actually end up having that I I don't know if you remember, but in magic, there was a glitch that some people got into the other events as well. Yeah. And I did get into those. I I don't know how it happened, but I had the extra pass. So I did actually go to those as well, and I did introduce myself to brands.

Alina Sanchez-Lopez [00:10:29]:
And I went with, Gabby as well, and we were kind of, you know, going together and then sometimes going separately, but just kinda having a natural conversation with brands and just, you know, if we like the brand or if we, connected with them, we would just say, like, oh, I really like, you know, what you're doing here and, where are you based? Like, just natural conversations, and then just kinda going from there. And I did make a few connections through that as well. But most of the ones that I that became, you know, an actual conversation was through the sourcing events. Because that's where all the, like, startups people were that because they were looking for sourcing. So they were looking for manufacturers. Yeah. So they were mostly at that part. And I guess they were because they were newer and they were more startups, they also were gonna more likely need a designer at that point.

Alina Sanchez-Lopez [00:11:24]:
I think the ones that were already in the other side of, Magic were already established and maybe not need as as much. They were mostly just very receptive and said, like, yo, maybe if something comes up, you know, we'll keep you in mind. So those are the ones that you kinda have to follow-up throughout the year. But the ones that were in the sourcing side were more, like, we're starting now or, like, we're starting from scratch. We need help, basically.

Heidi [00:11:51]:
Okay. Gotcha. And so just for everybody listening, sourcing is free to register as long as you're in the industry. So you just have to, like, present yourself as a freelance fashion designer. Or maybe if you work full time, you can go and you don't have to have any special qualifications like you need to get into the the the buying side where all the, brands are exhibiting. So I know some people did get that glitch on their past, but I also know some people just snuck in. So dear listener, you can also just kind of get a little bit bold. Again, something that makes everything a lot easier.

Alina Sanchez-Lopez [00:12:19]:
Yeah. I I think after a while, our pass stopped working, and we did just kinda snuck in after a while and was, you know, fine too. Yeah. Yeah.

Heidi [00:12:29]:
Okay. Alright. Cool. And what's your niche outside of design?

Alina Sanchez-Lopez [00:12:35]:
So I actually struggled a little bit to figure out what my niche. I was doing activewear and outerwear. Okay. My last job was, working outerwear for Tommy Hilfiger, so that was, like, an easier, decision to do that. But I also like activewear. Like, I didn't know anyone to do outerwear, and I had some projects that I could put in my portfolio straight away, for activewear. So I thought it would be good to combine them. But the project that I'm working now is actually in neither of those.

Alina Sanchez-Lopez [00:13:06]:
It's, in streetwear, which Okay. I'm surprised because that's something I do like and I did wanted to do for a long time, but I didn't have anything ready to put in my portfolio, so that's why I didn't choose it. And I just kind of wanted to start with something and then eventually pivot to something else. But this just kind of happened organically, which I'm very happy that it did.

Heidi [00:13:30]:
Yeah. Okay. So walk us through a little bit more. So you had the conversation with this contact at Sourcing at Magic after one of the talks, and you sort of introduced yourself like you told us you do. And then where'd the conversation and and everything go from there?

Alina Sanchez-Lopez [00:13:47]:
It was fairly quick, that one. So just kind of natural conversation. Whenever they had questions, I would obviously, like, give them my opinion and just, you know, help whenever I could. Like, they were having questions about sourcing, and I was asking questions about, like, what their brand would look like and what they were looking to develop and how I could help so I could get more context about, like, you know, giving a right answer. So, yeah, whenever they ask questions, I would just be helpful and, like, try to help as much as I could. And then we exchanged contacts. I gave him my business card. He gave me my his email.

Alina Sanchez-Lopez [00:14:26]:
And then eventually, after magic ended, then we connected through email.

Heidi [00:14:31]:
Okay. Yeah. And what did that look like?

Alina Sanchez-Lopez [00:14:35]:
So he actually reached out to me instead of me reaching out to him because, his email, I think I wrote it down wrong, and it it didn't get delivered. So I'm very thankful that he reached out to me. But he asked, basically, like, introducing himself saying, you know, great to me. And then he was asking more questions about me, like, personally. I think it was more so to see if we were the right fit, to work together, and questions about my services and what I do and then pricing. So then I responded with my services, the answer about me. And then I said about, like, let's set up a meeting to talk about pricing. And then we went from there.

Heidi [00:15:23]:
Okay. And at what point did he ever talk to you about, like have you like, what have you done in streetwear? Do you have any portfolio in streetwear since that wasn't, like, your niche necessarily, or it never even came up?

Alina Sanchez-Lopez [00:15:33]:
It never even came up. He didn't even ask about my website. He had it in my business card, so I assumed he looked it up, and probably looked through to my website and, and then went from there. But, no, he didn't actually ask anything about streetwear. Okay. And you

Heidi [00:15:51]:
have no streetwear on your website?

Alina Sanchez-Lopez [00:15:53]:
No. Just active and outerwear.

Heidi [00:15:56]:
Okay. Very interesting. I think it goes to show, like, how powerful an in person engagement can be. Right?

Alina Sanchez-Lopez [00:16:04]:
Yeah. Definitely. Yeah. And also when you're going to, Magic Event, I think it also helps if you're dressed in, like, you know, your own style. So, like Yeah. It shows when you're talking to someone like that. You're in fashion and you know what you're doing a little bit, even if it's not particularly in your website or in, like, your portfolio. But it shows that you're creative, and, like, you can do different things.

Heidi [00:16:30]:
Yeah. So were you wearing, like, streetwear? I don't remember what you had on. I know this was, like I I know I saw you as part of the SFB event, but, like, I don't remember exactly.

Alina Sanchez-Lopez [00:16:39]:
I wouldn't say it was streetwear. I was just kind of dressed like, I like dressing in, like, I guess, my style, like, different styles. So it's just dressing how I normally like, but maybe more more put together than if I'm just at home. Like Yeah. More put together going somewhere. Yeah. I guess it was a little streetwear, but it was also just my style. You know? It's just kind of how I dress when I go out, and wanna be put together.

Heidi [00:17:07]:
Yeah. Okay. Cool. Alright. So you guys had a call to talk about pricing. Would you, like, share some of the nuances of that? And, like, what were your thoughts going into that? How did you think about pricing the project? And how did you ultimately price it? Like, project based or, like, I'd love to hear a little bit about, you know, your discovery process with him in terms of, you know, learning about the nuances of what he needed and then how you ultimately put your proposal together.

Alina Sanchez-Lopez [00:17:34]:
Yeah. So the initial call was first just to get an understanding of what they needed before I ever talk about pricing because I needed to know, I guess, what the whole project would be. Like, if it's gonna be only design, if it's design and technical, how many items, everything basically that they needed to get an understanding. And, and also just to introduce myself again, so we can get to know each other more and and more get into details about his project. So once I got that, I kinda made a list of, like, all the things that were gonna be needed. And then I told him I'll let you know in a week, the proposal, and then we can go go over it again in another meeting. So after that, I I actually found, like, pricing calculator from someone on, Circle. That was, like, an Excel spreadsheet, and I found it very helpful, and that's what I've been using to price.

Alina Sanchez-Lopez [00:18:35]:
Because I think pricing is, like, really nuanced and Yeah. Nerve wracking because it's completely different when you're freelancing and you see the big number, like, in bulk, and you're just kind of like, that seems like a lot. Who's gonna wanna do that? But I kind of just went off of, you know, what other freelancers were, saying. Like, I was asking them questions. I sometimes would go to other people and, like, ask them, do you think this is correct? Do you think, like, you know, what would you change about this? But, yeah, I use this calculator. Basically, separates everything in the project, and then you put the hours that you think it would take you to do it, and then you multiply that by your hourly pricing. And then that's how I calculated my, like, whole project, price. And I think that was super helpful.

Alina Sanchez-Lopez [00:19:34]:
And I it's divided also by tiers being, like, easy, medium, or difficult and how difficult the garment is. Like, if it's a t shirt compared to, like, an outerwear piece. So the price goes up a little bit more if it's outerwear. So, yeah, I use this to create the price for the proposal. And then I put together the proposal with, like, everything that would be outlined. And I used also, someone it's also from Circle. I forget the name of the person that suggested us doing the tiered pricing.

Heidi [00:20:16]:
Oh, yeah. But we have a template in there and a training. So maybe was it our template?

Alina Sanchez-Lopez [00:20:23]:
It was someone else's template. It was Okay. I don't think it was I mean, I used that one too as, like, a reference, but then I used a different template. Yeah. But, yeah, I did three tiers for pricing, being basic to medium to premium. And then, basically, the premium have had everything, that I could possibly offer. Like, even designing trims, designing, like, everything. And then as I went down, I just removed things so the pricing would be lower because I wouldn't need to have to spend time on those things.

Heidi [00:21:00]:
Yeah.

Alina Sanchez-Lopez [00:21:02]:
And then I outline everything else in the proposal, like, you know, contract terms and everything. And I I'm in a, like, a little, accountability chat with some people from Circle, and we kind of bounce proposal of each other sometimes when we need, like, help. So we had a call, and we each, like, kinda shared each other's proposals so we could get opinions. And that was super helpful. So we all kind of, like, learn things from each other's proposals and changed them as we went along. So we did that before we all kinda had, like, our own client meetings, and I edited mine. And then we met, and discussed the proposal with him, a week after I finished it. Yeah.

Heidi [00:21:47]:
So did you go into the meeting and present the proposal, or did he get to see the proposal and the pricing before you went to the meeting?

Alina Sanchez-Lopez [00:21:54]:
I went to the meeting, and I showed it in the meeting.

Heidi [00:21:58]:
Okay. Yeah. I love that strategy. I don't especially when it comes to, like, larger proposals, I like, holding at least holding the the dollar amount until you actually have the meeting.

Alina Sanchez-Lopez [00:22:10]:
Yeah. I think I was scared of, like, if I send it in an email without getting their reaction Mhmm. They would be scared off. So I wanted to at least have a conversation and be able to explain, in person or get their reaction of, like, how they felt about it. But I also wanted to share options with the, you know, three tiers. Yeah. So I can choose if, you know, they don't feel comfortable with something or they wanna change something, then we can talk about it in the meeting in real time instead of, like, via email back and forth.

Heidi [00:22:41]:
Yeah. Okay. So you went to the meeting, and did you just kinda, like, talk through each of the three proposal options and then tell them the dollar amount as you went through, roughly?

Alina Sanchez-Lopez [00:22:52]:
Yeah. I talked through first, like, I guess, everything that outlined that was outlined in the design portion, and then everything outlined in the technical portion. And then I went through the pricing and what was, included in those.

Heidi [00:23:09]:
Okay. And so what were the three tiers? Do you remember? Like, pricing wise, and yeah. Go ahead.

Alina Sanchez-Lopez [00:23:17]:
I know the premium was, it's around 6,900, around that. Okay. For just the design. Because they're only just design. Yeah. I don't remember the other two, but it was, like, around a thousand less. Or

Heidi [00:23:35]:
Okay. Like, 7 The top

Alina Sanchez-Lopez [00:23:37]:
was that one. Okay. And then

Heidi [00:23:39]:
it sounds like they added on technical design because it ultimately got to $12,000.

Alina Sanchez-Lopez [00:23:43]:
Yeah. So the technical was another around 6,000, a little bit a little bit less. Okay. And then ultimately, together, it would be around 12 k. And they did divide it into two portions. So they said, we wanna hire you first for the design.

Heidi [00:23:59]:
Yeah.

Alina Sanchez-Lopez [00:24:00]:
And we wanna do the premium pricing, and then we're gonna hire you for the technical part.

Heidi [00:24:06]:
Okay. So they took your top package. That's amazing.

Alina Sanchez-Lopez [00:24:09]:
I know. I was very surprised. They said they really liked the fact that I did the tiered pricing, but they wanted to go ahead and do the premium and, you know, share, everything that was included in it.

Heidi [00:24:21]:
That's amazing. So roughly, what are you doing for this? Like, are you you're designing a collection? Like, how many pieces is it? What are you putting together for this?

Alina Sanchez-Lopez [00:24:31]:
So there was a bit of back and forth because they added more pieces. They first started smaller.

Heidi [00:24:36]:
Okay.

Alina Sanchez-Lopez [00:24:37]:
And then they wanted to add more pieces. So it's around, I don't know, around ten, eleven pieces, but some of them are same body, different design. So, like, a t shirt, three different graphics or something like that. Or, like, socks, same sock, but three different prints.

Heidi [00:25:01]:
Okay. So not, like, developing a whole silhouette from scratch for 10 different pieces?

Alina Sanchez-Lopez [00:25:05]:
Yeah. And some of them are from scratch. Like, there's a hoodie. There's, set pants. But t shirts, socks, and even a few accessories they included would be the same, base, just three different designs.

Heidi [00:25:18]:
Yeah. Okay. This is amazing. I'm so happy for you.

Alina Sanchez-Lopez [00:25:22]:
Yeah. Yeah. I've been enjoying it. It's been completely different, working this way than working in, like, corporate world.

Heidi [00:25:28]:
Yeah. Is this your first big freelance project?

Alina Sanchez-Lopez [00:25:31]:
Big one. Yes. I've done a couple of the smaller ones that are just, like, one off. Yeah. But this is the first, like, big one that's, like, you know, from start to end sort of thing.

Heidi [00:25:43]:
Yeah. That's amazing. I'd love to hear, like, quickly. So I know you mentioned you worked at Tommy Hilfiger. Like, what is what is your backstory in the fashion industry? How did you go to fashion school? Like, how did you get started?

Alina Sanchez-Lopez [00:25:55]:
Yeah. I started in in England. So I was there for five years. And, yeah, I studied fashion design. It was, like, a big, university that does fashion and textiles. They're the biggest, like, I guess, courses that are very strong there. Because I also like doing print design. So I wanted to kind of be involved in those two.

Alina Sanchez-Lopez [00:26:20]:
And then after I I mean, I obviously couldn't say anything because I was on a student visa. So the next best thing was for me to go to New York and find a job there. So I I moved there without knowing anyone and just kind of trying to find a job first month. And When was that? That was in 2018.

Heidi [00:26:45]:
Okay.

Alina Sanchez-Lopez [00:26:47]:
Twenty eighteen, I think. No. Twenty nineteen. It was 2019. Okay. Yeah. Yeah. It was a year before the pandemic of November.

Alina Sanchez-Lopez [00:26:56]:
Yeah. Yeah. Yeah. And I found my first job. It was a perma dancing job. Okay. It was, Ralph Lauren, and that's when I started doing activewear. But it was a short term thing.

Alina Sanchez-Lopez [00:27:11]:
And, yeah, they basically said, you know, like, we wanna keep the team small. So I think they kinda just keep freelancers on and off Mhmm. And just kept everything small. And I heard that had happened before, through, like, you know, reading reviews before, starting the job. And then I found my next job, which ended up being my longer term job. I was there for four years, and I worked in a plus size company. So, yeah, when I worked there, when I first started, it wasn't exactly the type of design that I wanted to do, but I really liked the environment there when I first got there. So I was, like, I was happy there.

Alina Sanchez-Lopez [00:27:55]:
But then as things went on, it kinda slowly started to get toxic, and then it just kinda became very toxic. So, yeah, it became it became a toxic work environment, and that was it got to a breaking point where I was, like, completely burnt out. And I was like, I can't do this anymore. And I was getting stressed out. I was getting I was feeling really bad. And then I said, like, I don't deserve this, and I just, like, I left. And, they were very, like, they tried to keep me on because they knew that I was handling everything. They knew I was, like, kind of the the person that had all the secrets.

Alina Sanchez-Lopez [00:28:37]:
I I handled all the everything there. But I think I was, like, at a breaking point that I was like, it's kind of too late. I'm kind of burnt out. I don't wanna do this anymore. So, yeah, I felt very good about, like, leaving and, like, making that choice. I feel like, you know, once you can make that year I mean, it was hard, obviously, because, you know, leaving a stable job is always hard. Yeah. But I knew I wanted to move on.

Alina Sanchez-Lopez [00:29:02]:
I knew this was not my my only job. Like, I wanted to also learn from other places. Because when you work in corporate, every company is different. They all work in different ways. So I knew I wanted to try something else. But around that time is when I actually found your podcast, and that's how I found you. Because I was listening I I started listening to podcasts, and I was just kinda curious of, like, finding one about fashion. And that's yours was the first one that showed up.

Alina Sanchez-Lopez [00:29:31]:
And that's the first time I heard about freelancing. And I did, like, consider it when I was leaving that, job about doing freelancing, but I was kinda scared to make that leap. I was also scared of, like, not having because I was that job was the one that I was remote for so long. I didn't like the idea of being fully remote again. I kinda wanted to go back and just see people in the office again. So that's kind of what made me stop a little bit. And and also just kind of, like, doing that job was a little scary. So then I just found my next job, which is when I worked at Tommy Hilfiger.

Alina Sanchez-Lopez [00:30:18]:
And that was it was technically another permanent job, but it was, like, a longer term one. Okay. Yeah.

Heidi [00:30:25]:
Those happen a lot in New York.

Alina Sanchez-Lopez [00:30:28]:
Yep. Yeah. I was technically gonna be covering for someone that was on maternity leave. But then that person didn't come back, and they wanted to keep me on. And they said, you know, we're off. You get a job. But around that time, I was already interviewing for other jobs because I knew that Cumberland's job was gonna end. So I had another offer when they did tell me that.

Alina Sanchez-Lopez [00:30:54]:
But because I was already working there, and they were very, like, enthusiastic about keeping me on, I ended up turning down the other one. And then they went back on their offer that they had.

Heidi [00:31:09]:
Oh, no.

Alina Sanchez-Lopez [00:31:11]:
Yeah. Yeah. So then I was like, oh, I already had another offer. Now I just said no. They said it wasn't they were very apologetic. It was because, basically, higher ups, they didn't improve it before they offered me the job, and then they were just wanting to do make the team smaller. So then I was a little bit like, okay. Well, I guess I was already, like, not I didn't feel so bad about it because I wasn't super happy anyway.

Alina Sanchez-Lopez [00:31:42]:
Like, I kinda knew I was ready for something else, and that's around the time I started to listen to your podcast again.

Heidi [00:31:49]:
Okay. And When was this? Like, roughly, like, we were recording January 2025. Where are we in the timeline?

Alina Sanchez-Lopez [00:31:56]:
This was February 2024 when they offered me the job and when I started listening to your podcast again. So even I remember when I said yes to the job, to the full time job, I was I kinda felt a little apprehensive about it. I was kinda like, I don't really want to do this, but sure. It's a job. Mhmm. So when they actually turned it down, I was a little bit like, okay. This is the push I needed. Now I can go ahead and do it.

Alina Sanchez-Lopez [00:32:22]:
I felt like it was kind of what I needed, like someone to push me to kind of be like, okay, now you have to do this. Yeah. And then that's when I decided to do the the freelancing thing.

Heidi [00:32:38]:
Yeah. Okay. So, like, talk to us about so so February 2024, you jumped in. You're like, okay. I'm gonna go, like, full into freelancing. How did you and you're, like, juggling it without a job or any, like, base income. Like, what were some of the logistics around that, and where where were you how are you feeling?

Alina Sanchez-Lopez [00:33:03]:
So they I'm still working there for another month, so I technically started until April. Okay. But and March is when I guess I made the decision. But, because the way that they laid me off, I guess, I was able to get unemployment. So that kinda was like a perfect little, I guess, buffer to be able to start the financing as well. And then they also had, you know, help from my partner at the time. So it kinda made me be able to feel comfortable, you know, starting the freelancing without another, job and, and, you know, get through the learning curve because I guess I didn't realize how different it is. And, like, the learning curve that it is completely different working in finance than it is in corporate.

Alina Sanchez-Lopez [00:33:56]:
So I'm glad I have that time to really figure it out because it's a lot of different things that you're learning from scratch. Yeah. So yeah. And then I kinda just went from there.

Heidi [00:34:10]:
Okay. Talk about, like, what were some of those things that felt really different from corporate that you were like, oh my gosh. I feel like I'm learning this from scratch.

Alina Sanchez-Lopez [00:34:20]:
Well, I think I mean, for to start, when you're freelancing, I didn't realize that it's it's based you are, like, your business owner. You're your own business. I just kind of thought it as, like, a separate thing. I didn't really connect them together. I just thought freelancing is one thing, and being a business owner is a different thing. But it kind of is the same thing because you're a one man show marketing yourself. You know? You're pitching yourself and your services. You are like a business.

Alina Sanchez-Lopez [00:34:48]:
You're sharing what you do. And I think that was the different, you know, a different mindset completely. Yeah. Going into, like, a business mindset completely it's completely different from corporate where you just kind of are employed to do that one job and that job only, and you don't kind of you don't get involved in other parts at all. Yeah. So that was the biggest, like, shift for me. And then there was a lot of other things as well. Like, I guess, like, I started to be more about always wanting to learn or always, like, growing.

Alina Sanchez-Lopez [00:35:26]:
So, like, even the sourcing, I didn't do that before, but I was interested in it. And I just wanted to learn about it and how to, how to offer that as well. So, like, it's completely different, like yeah. I guess shifting into, like, a business mindset from just being unemployed person in, like, a big corporate job, basically.

Heidi [00:35:47]:
Yeah. Where you're, like, especially with those larger brands, you do a very specific role. Like, there's someone who specifically does sourcing, and there's someone who sometimes specifically just does trend and, like, you're sometimes, like, the the job description is very clear and you kind of, like, do this one segmented thing. Was that

Alina Sanchez-Lopez [00:36:09]:
a little

Heidi [00:36:09]:
bit of your experience?

Alina Sanchez-Lopez [00:36:11]:
Yeah. I mean, it was it was very clear, like, what your job is, but I was also always in team meetings where you are talking to those other people. So I was always aware of the things. Like, I've I've always talked to production, and I've always talked to sourcing and merchandising, but I wasn't directly making the decisions. I was always just in conversations and hearing how they work. So I was always curious. Yeah. And always, like, learning a little bit, but it's completely different from, like, when you're in charge of doing it yourself.

Alina Sanchez-Lopez [00:36:42]:
Yeah. But, yeah, in freelance, it's completely different. Like, if you wanna, I guess, be the person to handle all that yourself, you kinda have to learn how to, you know, handle the ropes, Yeah. From when you're working in a whole team of people before.

Heidi [00:36:58]:
Yeah. Absolutely. What do you, like, what do you feel were some of the biggest challenges as you got started? You left Tommy Hilfiger and you're like, okay. I'm gonna build this thing. Like, what were some of the biggest challenges and struggles you had along the way?

Alina Sanchez-Lopez [00:37:17]:
I think I mean, there's a few different things, but finding your routine was one thing. Because when you're kind of you everyone is completely a blank space. You have to figure out what works for you. And I think what was my struggle at first was that you can't you sometimes I compare myself to other people and what their routines are, but what sometimes works with some person might not work for you. So, yeah, I think finding your routine was, like, one of the things that take some time to kinda figure out. And also, yeah, just kinda shifting your mindset a little bit into more of a business mindset and, like, how to network and, you know, continuously growing. Yeah. Do you

Heidi [00:38:09]:
feel like you're in a good routine now?

Alina Sanchez-Lopez [00:38:12]:
Yeah. I think it's it's like a progress of, like, you know, it changes all the time. Like, especially since I moved, so I know, like, my routine is kind of changing again.

Heidi [00:38:24]:
But, yeah,

Alina Sanchez-Lopez [00:38:24]:
I think I'm, like, getting a little bit back into, finding my rhythm again.

Heidi [00:38:30]:
Yeah. Yeah. Yeah. We'll talk about that a little bit because we we talked about it before the episode officially started. Like, you'd made a big move from New York to San Diego recently, and you mentioned how that was possible because of freelancing. Like, talk a little bit about your mindset behind that and, like, that shift in your life and and all of that.

Alina Sanchez-Lopez [00:38:55]:
Yeah. So, like I I mean, like I said earlier as well before the episode, I because I lived in New York for a long time and I lived through the pandemic, there was a point where I was kinda starting to realize that I wanted to leave, but I never knew how. I kinda felt stuck in New York because all of the job opportunities are there. And I was either going to have to switch careers completely and start from scratch or find an alternative. And I was so close to doing that, to, like, switching careers, because I just couldn't think of anything else. But then I I kind of I was a little bit, like, annoyed of the idea of, like, losing everything I already grew from this career, I guess. Like, I went from zero and, like, I invested so much time and and money into this career. And I it's something that I enjoy doing.

Alina Sanchez-Lopez [00:39:55]:
It's just unfortunate that I didn't like working in corporate anymore. But the actual designing is something I do enjoy and I think I'm really good at. And I had learned so much, and I grew to a position that was good, but, so I didn't wanna leave it completely behind, which is when, I guess, I decided to do the freelancing. I I was like, okay. Let's just try it, I guess. Let's just see what happens. So that's why, yeah, I decided to do freelancing. And through that, I was planning, to move eventually once I was in that time.

Alina Sanchez-Lopez [00:40:34]:
So I basically planned the move after my unemployment ended, and then I could move to California. And it worked out great, but the move was a little bit like it was it's hard to kind of you know, there's a lot of moving places when you have to move them. So I did take a bit of a break when I was going through that. And then I kind of started back up again. And then that's around the time when I left close after Magic. So that's around the time when I was having the conversations with, the people I met through Magic, and it kinda takes some time for it to solidify and to start. So around the time when I start I started those projects, it was around the time that, I was, like, ready to I was, like, set with the move and everything.

Heidi [00:41:20]:
Okay. Wait. So then did you move because Magic was September. So did you move, like, in October of twenty

Alina Sanchez-Lopez [00:41:26]:
I moved in October. Yes.

Heidi [00:41:27]:
Yeah. Gotcha. Okay. Gotcha. And so now you've, like, you've moved across country, which I know you said you had family in California, which is great, and maybe got out a little bit of the the New York grind, which is fun for a while, but then can can be a lot. It sounds like you're, you know, you got your routine and obviously shifting from New York to California, like, requires adjusting to a new routine as you mentioned. What do you feel like, what are your your current biggest challenges and struggles in your financing business now that you've gotten past the routine stuff? Where do you where do you feel like it's still a little bit tough?

Alina Sanchez-Lopez [00:42:05]:
I think it's always, a progress. I think some I still like what I was saying earlier. I think being not being afraid of making mistakes and not being afraid of not being perfect, because I'm a perfectionist at heart. So sometimes there's a little bit of that imposter syndrome when you're like, oh, I don't feel like I'm I might know enough about this or, I don't wanna do it because I'm scared of making a mistake. But I think every time you make a mistake is a learning experience, and then you can do it better next time. So that is still you know, it's a part. Sometimes I feel, like, good about it, but then or sometimes I give that advice to other people, but then I don't take it myself. Yeah.

Alina Sanchez-Lopez [00:42:56]:
And so it's it's easier said than done. But I think it helps having a community of people that we kinda talk about, you know, some sort of struggles as well and how we feel about things. So it's nice to feel like, oh, you're not the only one. And, like, it's normal to feel this way. And that yeah. It's like it's a journey. You know? Everyone has their own journey and stop comparing yourself to what other people's journey is, and then just kind of try going through yourself and, like, just kind of keep improving from there. So, yeah, I would say that probably is, you know yeah.

Heidi [00:43:36]:
I love that. Thank you for sharing and being so vulnerable. I'm trying to, I did a bunch of research on the on the podcast last year and sort of talked to some listeners and was like, what do you guys want different or more out of the episodes? And everybody said, I love to hear about challenges and the struggles more. So I'm being intentional in every episode to really ask, like, what are some of the things you struggled with, like, as you were building, and where are you at right now? What is still feeling like a challenge? So I appreciate you sharing that, and I think it's something that everybody's gonna be able to relate to.

Alina Sanchez-Lopez [00:44:07]:
Yeah.

Heidi [00:44:07]:
Yeah. So where can everybody connect with you and find you online?

Alina Sanchez-Lopez [00:44:12]:
Oh, my website is alinasl.com. My LinkedIn is slash alina s l. Instagram, alina s l, design, and then my email, [e-mail].

Heidi [00:44:34]:
Okay. Awesome. We'll put all that in the show notes.

Alina Sanchez-Lopez [00:44:36]:
Yeah.

Heidi [00:44:37]:
Awesome. And I'd love to ask you the question I ask everybody at the end, which is what is one thing people will never ask you about being a freelance fashion designer that you wish they would? Oh,

Alina Sanchez-Lopez [00:44:49]:
I was thinking about this, and I kinda kept going back and forth between two things. One is, I guess, to, like, ask what your journey has been like, to kinda be more transparent and, like, you know, and then share, you know, what I was saying earlier about how everyone's journey is a little different and should stop comparing yourself to others and just kind of go from there. And try not to be afraid of making mistakes, or, you know, make mistakes, but learn from them. And, and grow from there. And then the other one was about, like, I wish before I started freelancing, I wish I knew, how this is more of like a business and how you kinda have to change the way you do things completely. So I guess that's something I wish I would have been asked or have known before. Because it is completely different in how to market yourself as, like, a brand person, and a business owner. So yeah.

Heidi [00:45:54]:
I love that. Thank you for sharing. I really appreciate you coming on and congrats about your huge win. You have such an amazing business ahead of you and and what you've already built so far is such a strong foundation. So congrats. You deserve it. I know you've worked really hard for it.

Alina Sanchez-Lopez [00:46:09]:
Great. Thank you so much.