Tamara Rahoumi is a writer and content strategist working at the intersection of finance, tech, and startups.
Photography:Amanda Lopez
August 13, 2025
A single idea can open in countless directions.
Points of view gathers perspectives around a concept, with each participant choosing their own journey through questions, answers, and the imagination and marvels in between.
For our first Points of view, we explore the concept of details — and how a few sharp minds have polished their ability to tune into them and the subtle signals that separate good work from great work. What follows is a glimpse into that fine-grained attention and how it moves the work forward.
Here, we spoke to Sandra Lilia Velasquez, Founder & CEO of Nopalera, a luxury lifestyle and beauty brand that elevates and celebrates Mexican heritage, culture, and botanicals. Velasquez shares her thoughts on intentional design choices, ingredients as an expression of culture, and language as lyrics.
What detail speaks the loudest in your work?
Intent. Every element — from the culturally bold aesthetic to the matte aluminum feel [of a lotion container] to the weight of the glass [of a perfume bottle] — is there for a reason. People might not always name it, but they feel the intentionality. That unspoken energy becomes the loudest part of the experience.
What’s a detail in your work that speaks to your why versus your what?
The use of nopal. It’s not just an ingredient — it’s a symbol of Mexican heritage and resilience. It speaks to why we exist: to reframe the narrative of Mexican culture as something premium, bold, and worthy of reverence.
People might not always name it, but they feel the intentionality.
What is something in your work that you tend to obsessively fine-tune?
Product names. Words carry weight, especially in a language as poetic as Spanish. I will marinate on product names until they feel like they can tell our brand story correctly. As a former musician, these are like our lyrics. Language is part of the luxury.
What’s the smallest choice you’ve made that holds the most meaning?
Using Spanish on our products without translation. It’s a statement that this language — and the culture it represents — doesn’t need to be explained or softened to be understood. It’s a quiet declaration of pride.
I will marinate on product names until they feel like they can tell our brand story correctly. [...] Language is part of the luxury.
What’s the quietest way your work speaks to the world?
Through presence. The way a Nopalera product sits on a shelf, among brands with centuries of legacy, and quietly asserts its place. Not through loud claims, but through beauty, substance, and a rootedness that says: I belong here too.
Tamara Rahoumi is a writer and content strategist working at the intersection of finance, tech, and startups. Guided by curiosity, she's drawn to the human stories behind what's being built and enjoys the creative challenge of turning ordinary or technical topics into engaging, unexpected content experiences.
