About — Farida Mercedes

I see failures as Mini MBA's, expensive ones :) but everything I do is a lesson. I have learned to move forward. There have been so many times when I wanted to quit these ventures. So many days where I felt overwhelmed. I have to reaffirm my purpose and remind myself why I want to do this.

-Farida

FARIDA

With Brooklyn running through her veins, Farida, a first generation graduate and a product of Puerto Rican and Pakistani descent started her career in Human Resources and spent 20+ years in Corporate America.

Farida worked at a prominent world-renowned beauty company and traveled to many parts of the world. During this chapter, she started her family and continued to expand her career by progressively earning an executive title.

Under the circumstances of the unprecedented pandemic in 2020, Farida sensed that although her corporate role was a part of her identity, she was missing true fulfillment and lacked the feeling of accomplishment beyond the money in her bank account. Five months into the new “normal”, she made a gut-wrenching decision to leave her corporate role and stay home with her family.

MERCEDES

Now Farida can honestly say she is living in her truth. She created a life her 8 year old and 80 year old self would be proud of. Farida is re-energized, more empathetic, open to trying new things, excited for tomorrow, and unbothered by what others think about her.

Today, Farida provides women with support, community, and confidence, to overcome the fear of failure. Taking them from dissatisfied to accomplished. She proudly shows up as an accountability coach, entrepreneur, super mom and leader.