The Amiga Mía story

“I wanted to create a digital brand & community for Latina women to empower each other and make impactful change.”

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Amiga Mía was founded in 2017 by Australian Latina, Michelle Yanez-Olivares. Michelle is a Chilean Australian. Her parents and brothers immigrated to Australia in the mid-80s and raised Michelle culturally Chilean.

Amiga Mía’s brand purpose is to celebrate, connect and empower Latin Americans within Australia & New Zealand through relatable content, events and mentorship. This encompasses Michelle’s passion and lived experience for the Latin American culture, lifestyle, and community.

The brand audience is primarily Latin Americans based in Australia & NZ and, more recently, spans the globe across various social channels (Facebook, Instagram, LinkedIn & TikTok) with an audience size of over 70k.

Michelle is a Community professional who works in the technology industry holding positions such as Head of Community for a global tech startup and managing a team of 30 community managers who were responsible for the social communities for enterprise organisations such as Monash University, UNSW, Bunnings and more. She has experience building purpose-driven communities, event management, hosting, social media marketing, and content creation.

Before this, Michelle worked in the fashion retail & e-commerce space for many years as Head of Customer Experience for a global company responsible for 30 fashion websites and teams of up to 250 people. She saw a break in the Australian & New Zealand market to start her own jewellery line.

Michelle is currently working on scaling the Amiga Mia brand and continue the mission to serve the wider Latin Community. Watch this space to see how it evolves!