About Us

Meet the Founder 

Hi Mijita, I’m Samantha Duran-Giacobbe, the heart behind Hey Mijita.

I’m a Latina creative, a wife, a mom, and a woman who has always believed in the power of storytelling, culture, and corazón. Hey Mijita was born from the voice that raised me, the voice of my mom, the one who always made me feel seen, capable, and loved. Her warmth, her style, her strength, and her cariño live in everything I create.

For me, this brand is more than fashion.
It is a way to honor my roots, my heritage, and every mujer who has carried the weight of the world with grace. It is for the girls who grew up hearing “mijita” in the kitchen, in the car, in moments of comfort and encouragement. It is for the women who are still chasing their dreams, still healing, and still rising.

Before launching Hey Mijita, I spent years dreaming, designing, and reconnecting with the parts of myself that felt lost. This brand helped me find my voice again, and now I get to use it to uplift yours.

Every piece is created with intention, nostalgia, and a little sparkle. A mix of streetwear, cultura, softness, and strength because that is who we are.

My hope is that when you wear Hey Mijita, you feel rooted, empowered, and reminded of the mujer you have always been. Fuerte, hermosa, and made for more.

I am so grateful you are here.
Welcome to the Cariño Club.
We are just getting started.

Con cariño,
Samantha 🌹