More Than a Check Box: How JZD is Paving the Way for Queer, Latine, and Women in the Rio Grande Valley and Beyond
Story by Abigail Vela
Perhaps you have seen their Latina Power tee go viral on Twitter, or maybe you’ve come across someone sporting a suspicious red cap, leaned close, and realized it actually said “Make Racism Wrong Again,” only to chuckle and breathe a sigh of relief. Or maybe you learned about their most recent partnership with Brooks! Regardless of how you were introduced to them, JZD has made its mark in the Rio Grande Valley and beyond.
JZD’s products, their inspiring story, and powerful messages speak to a number of different people, queer people, Latine people, women, etc., in a time where these communities feel attacked by the current administration’s policies and hateful decisions.
JZD’s Slow and Steady Growth: A Brief Timeline
Co-founders and wives Jennifer Serrano (she/her) and Veronica Vasquez (she/her) have been working together for years to create their powerful and ever-growing brand, JZD, which used to be known as JenZeano Designs.
“Zeano is a terrible combination of our last names, Serrano and Vasquez, [created] when couple names were trending,” Serrano explains, “I realized nobody can type that into the search bar. Nobody’s gonna remember that. Nobody can pronounce that.”
Serrano and Vasquez started JZD out of their own apartment in 2020, purchasing their first screen printing machine during lockdown. They lived with their screenprinting machine in their living room for about a year. It wasn’t until 2021 that they acquired their own warehouse space, an additional screen printing machine, an embroidery machine, and hired their first two employees, a screen printer and quality control. In 2022, JZD opened up its first brick-and-mortar location in Brownsville, moving to its current location at the end of 2023, which acts as a storefront, warehouse, production, and fulfillment center.
“We have by no means been an overnight success. We have been hustling at this for years now, and it’s been a very slow growth for us, but it’s been such a good journey for us. We’ve learned so much, and we’ve experienced so much, and thankfully, now we can provide job opportunities for amazing people,” Serrano shared.
Currently, JZD has a staff of ten people!
JZD: Power in the Face of Adversity
When asked what messages Serrano and Vasquez wanted to convey with their brand and product, Serrano responded, “The number one thing is power.”
“We kind of started this to empower our community, and it comes in different scenarios. So it can be immigrants knowing that you belong here, that you’re safe, and that we will be allies for you. And then the same for the [LGBTQIA+ community] […] always making sure that we’re transparent and create a safe space where we spark conversations within our community,” Serrano shared. “Obviously, in this political climate and how things are going, [we just want to] be a source of hope while also showing that we’re here to fight and we’re not backing down.”
Serrano and Vasquez have witnessed many difficulties as business owners, including certain retailers shamelessly showcasing a case of performative allyship in 2023.
“We’ve been through a lot in the past few years where you’re just seen as this box and not as an individual, and you’re not seen as ‘Oh, you have this amazing story because it’s a beautiful and powerful story,’ but more so because it’s a beautiful and amazing story that sells. That’s been very difficult,” Serrano said.
Vasquez continued, expressing how difficult it’s been to navigate which partnerships are right for both her and Serrano. “We check all these boxes. Women, Latinas, lesbians, married, it’s so much that to us, it’s such a powerful story that we’re telling, and we’re creating this beautiful community, and we are creating safe space, but unfortunately, when you’re looking at us, it’s just kind of dollar signs.”
“I think one of the things that we’ve learned the most is the value in our community and, going back to partnerships, collaborations, or retailers, ensuring that their values align with us because when they’re reaching out to us, [they’re seeking access] to our community, the people that follow us, the people that have served with us, the people that support us, that’s what they’re looking for,” Serrano said. “We’ve learned a lot about the value of our community and how sometimes some people don’t deserve access to our community.”
Vasquez recalls how, in the beginning, a lot of people were naysayers, condemning them for being too “niche” to certain communities. “Had we listened to them, we wouldn’t have what we have now.”
JZD on Wanting to Create Safety in Community
In the face of another Trump administration, Jennifer Serrano and Veronica Vasquez are beaming lights of inspiration. Their brand, JZD, continues to create an impact amongst many communities, acting as a pillar of safety and comfort for everyone seeking refuge from the obtrusive policies that impact all of us.
“I know that we’re going through probably some of the toughest times right now. I mean, I think back to 2016 when we started this […] we’ve made this Latina Power shirt, and it’s such a simple thing, but it just made us all feel so connected and at home and safe […], and I thought to myself, we are moving forward. We’re doing good. We’re not going to make this mistake again. And yet, here we are. And things have only gotten worse,“ Vasquez said.
It’s impossible to ignore how heavy and hopeless the state of this country has become. And it may feel harder to find the light or motivation to keep going, to keep pushing forward and pursuing your dreams and goals. But if there’s anything that Serrano and Vasquez’s journey with JZD has taught us, it’s that being authentic to your passion and pursuing it despite everything and everyone against you, is worth the fight.
“To anybody that wants to start a business, whether it’s similar to ours or any business in general, [remind] yourself why are you starting this. […] [And keep] making sure that you are always in full clarity about why you are starting this because at the end of the day, if it’s something that you believe in, then other people will believe it too. [For] me, empowering the Latino community was something that I genuinely wanted to do,” Serrano said.
“When we created JZD, it wasn’t just about being Latinas immigrants. It was about we are Latina immigrant gay women. We are lesbians. We are married and people. We never thought about it as we need to be the representation. We’re just living,” Vasquez said her eyes bright.
“This is who we are. This is the person that I love,” she continued. “This is the life that we are choosing to create for ourselves. So, yes, it’s really difficult [and] it’s really grim out there, but we just have to keep on going.”
