La Valiente

How did this place come about and what made it different from the start?
La Valiente was born as a means to an end and as a way to tell a story. We are a space that wants to invite everyone to look inward, to recognize their inner child amid all the noise, and to applaud themselves—because yes, every day we are all brave. Our concept is here to break things open a little, to prove that things can be done differently and that kindness and generosity are powerful driving forces.

Valeria, our founder, worked for years to build this place. From the product, the service design, and the first coffee of the day, to the quality of life of our collaborators. It took days and nights of study, constant preparation, and deep self-reflection. In truth, it’s a gift to the Valeria who, as a child, dreamed of becoming a great entrepreneur and, in her own way, making a difference along the way.

What part of the day, space, or creative process do those who work here enjoy the most?
Mornings are especially beautiful at La Valiente. They’re usually filled with light, laughter, movement, coffee, and so much conversation. Vanessa, our head barista and an exceptional one at that, laughs for hours at Valeria’s bad recurring jokes. Surely, anyone who walks in for the first time will say that the smiles of those who greet them are the brightest thing here.

What has been an interesting challenge that has made you rethink something about the project?
Like all carefully planned projects, La Valiente carried many expectations from the team and from those eagerly awaiting the space. But, as in life, we’ve had to adjust many things along the way. Our greatest challenges became our main strength: vulnerability. Accepting that everything changes, that processes take time, and that things sometimes go wrong. This gave us room to express the origin of this project: the courage that exists within vulnerability.

What influence, idea, or reference continues to shape the way you work today?
Like all carefully planned projects, La Valiente carried many expectations from the team and from those eagerly awaiting the space. But, as in life, we’ve had to adjust many things along the way. Our greatest challenges became our main strength: vulnerability. Accepting that everything changes, that processes take time, and that things sometimes go wrong. This gave us room to express the origin of this project: the courage that exists within vulnerability.

If your space could invite someone to collaborate for a day, who would it be and what would you do together?
We would love for the strong, brave women who have accompanied us through their teachings to come have a coffee and talk for hours about everything we can do together to make a difference. Entrepreneurs like Marisa Lazo, Alejandra Ríos, Ana Victoria García and Sofía Macías have a place at the table at La Valiente.

Is there an object, corner or detail of the place that has a story that few people know?
The space designed by the architecture studio TEMA, founded by María Pérez Rivera, is the physical and visual representation of the venue’s narrative. Every detail was conceived to tell Valeria’s journey, and everything has a purpose. The dominant yellow throughout the space represents optimism and warmth; the bar, built upward piece by piece from the floor, works as an allegory; the color palette and lighting all evoke memories of childhood and the founder’s path.

The Anton typeface was chosen to represent a clear, simple, and bold message—almost like a statement. And the logo, a simple yellow star, alludes to the idea of the star on the forehead that many of us were given as children. At La Valiente, we recognize everyone for who they are, we smile sincerely all the time, and we share gladly. Here we believe we deserve to be seen and appreciated, and we know that generosity generates abundance.

Answers by Valeria Lazcano, founder of La Valiente