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A Night Dedicated to LA’s Latinas: Fierce By Mitú “Jefas on The Rise”Awards

Powerful, poised and proud. Three words to describe our night in Downtown LA celebrating a room full of incredible Latinas making moves and becoming JEFAS (aka BOSS LADY) in their industries. Leading Latino digital media company, mitú and their female centered platform, FIERCE by mitú, kicked off Hispanic Heritage Month with an incredible party and awards show to honor new and upcoming Jefas that we’re pretty sure you’re following right now. To get you up to speed and spill all the details about this cool new fiesta in town…keep reading! We’re schooling you  about our night with these Latinas (all So-Cal based btw) who strive to ALWAYS include their culture in their hustle. 


The LA Girl was invited by FIERCE by mitú for a sit down, 5 course meal, at Damian in DTLA. Each course was paired with Maker’s Mark cocktails (which were delicious btw). We especially loved the drink called “La Sandia, El Nopal” which included Maker’s Mark Bourbon, Watermelon, Prickly Pear, Agave and Lemon. The guests in the dining room included co-founder of mitú, Beatriz Acevedo, NGLmitu execs, mitú TV hosts, Latina entrepreneurs, comedians like Glorelys Mora, beauty bosses like Julissa Bermudez, TV host MJ Acosta-Ruiz, LA radio host DJ LezLee, Guerrilla Tacos owner Brittney Valles, plus the honorees from the entertainment, health and wellness, STEM and lifestyle industries.





This was the first annual Jefas On The Rise Awards put on by FIERCE by mitú. The channel is dedicated to amplifying the Latina stories that are often kept out of mainstream media. So far, they are making major waves. You can now find many of mitú’s girl power shows on Comcast. The global media  giant just launched the mitúTV app on its platform…a huge win for the hispanic entertainment community if you ask us. As far as the Jefas who won, we think FIERCE fans got this list right. In the entertainment category, Dodgers and NFL host Elisa Hernandez took home a “She Se Puede” plaque. For business, Annie Leal from I Love Chamoy won for her hustle to providing a sugar free Hispanic staple. Denise Hernandez from Shop Jitana won for her dedication to curating authentic and sustainable fashion and gifts. Psychotherapist Jacqueline Garcia won for her commitment to health and wellness within the Latino communities. Finally, in the STEM category, Zaida Hernandez, a NASA Engineer, won for her innovation to her craft.


Breaking into any industry as a Latina needs to be celebrated. Our voices are just as important and growing by the numbers. Did you know that to this day there are over 2 million Latina owned businesses in the US, alone? So cool, am I right? But it’s not just about the products these fierce women and entrepreneurs push on the outside, it’s about the message and stories they share behind them. These stories are from Latinas who want to be included in the conversation and aspire to become icons no matter their background. Congratulations to all of the nominees and the honorees. We can’t wait to meet a new batch of Jefas next year. Happy Hispanic Heritage Month!


Want to get to know our favorite Jefa? Check out how our Editor in Chief is pushing the needle forward too.