MERCADEO
Krystal Ramírez from Casanova//McCann: Trenzas Amigas, Braiding Love, Uplifting Community
11 de agosto de 2025
Krystal Ramírez, Assistant Account Executive, Casanova//McCAnn
People often ask me how this all started. Out of urgency stirred by fear and injustice, I’ve had this idea in my heart for a while. I just didn’t know where or how to put it into action. But with everything happening in our Hispanic community right now, something inside me said: enough is enough.
There’s fear in our neighborhoods. Fear of stepping outside. Fear of being separated from loved ones. It’s heartbreaking to see hardworking families being targeted. I couldn’t just stand by. I needed to do something, and it turned out, I wasn’t alone. My coworkers felt it too: the sadness, the rage, the disbelief. When I shared the idea, they were all in.
In less than a day, we pulled together a pop-up braiding event with a purpose. We called it braiding for a cause not just to raise money, but to build connections and resistance. For me, braids have always meant something. They’re more than a hairstyle. The memory of my Indigenous grandmother weaving ribbons into my hair, a tradition my mother passed down, and now something more meaningful. Braids are a symbol of who we are, of strength, of culture, of not backing down. They are symbols of resistance to standing tall when others try to make us small.
I launched Trenzas Amigas in my hometown, Santa Ana, because our people here are hurting, and this is where we knew we could make a difference. And already, we have. With the money we’ve raised so far, we’ve donated groceries to families who are too afraid to leave home. We’ve handed small but meaningful tips to local street vendors letting them close early and feel seen.
We want to be as transparent as possible. Every dollar raised is poured directly into our community to meet real needs, in real time.
This is not a trend. This is a movement. It’s about showing up for each other. About reminding our community that they are not alone. Whether it’s one braid, one dollar, or one shared post, every act of love matters. That’s why I called it Trenzas Amigas because everyone who supports us becomes part of this family.
We’re here. We’re braiding with love. And we’ll keep standing in solidarity today, tomorrow, always.
– Trenzas con amor, familias sin temor
By:
Krystal Ramírez
Assistant Account Executive
Casanova//McCANN
