Launching on October 9, 2018, by entrepreneur Yvette Aragon-Herrera, Backstitch Bruja has created a wide range of uniquely spooky and marvelous horror-themed products.

Aragon-Herrera, who identifies as a Queer Latina, was born and raised in Los Angeles, with roots from Sinaloa, Mexico. She taught herself how to sew and used Instagram to show her DIY projects. With so much interest from followers asking her to start her own store, Aragon-Herrera infused her passion for fashion, horror, Mexican culture, and her family’s strong work ethic of small business owners and entrepreneurs to start Backstitch Bruja. Through years of hard work and dedication, she created a beloved line of products that are ethically made and gender fluid, with a devout following.

In our interview with Aragon-Herrera, she shares with us what started her love for horror, the genesis of her business, and why she feels Latinos are such devoted horror fans.

Bonilla: Which horror film gave you your initial interest in the horror genre?

Aragon-Herrera: Growing up my dad loved celebrating Halloween. It was tradition to go all out with our decorations and costumes. He would also take me and my sisters to the local video store and let us pick out any horror movie. When I was about 9 years old, I watched Scream for the first time. It changed my life!

The character of Sidney Prescott was so empowering. Even though Sidney was mourning her mother’s death, she wasn’t portrayed as a weak character. She was strong. It left a lasting impression on my childhood.

What are your top 5 favorite horror films?

It’s hard to narrow it down, but aside from the Scream franchise, my top 5 would have to be Halloween III: Season of the Witch, Child’s Play, A Nightmare on Elm Street 2: Freddy’s Revenge, Misery, and Aliens.

With so many horror subgenres, which ones are your favorites?

1980s horror has my heart. From super campy like Beetlejuice – to psychological thrillers like The Shining – to slashers like Child’s Play. I wish I was a young adult in the 80s. What a time to go to the theater!

How long were you interested in fashion before starting your company?

In 2013, while I was finishing up my bachelor’s degree at the University of California, Santa Barbara, I managed to work a few retail jobs. I was a makeup artist at MAC Cosmetics and did visual merchandising for Forever 21. Around that time I picked up sewing as a hobby. That skill came in handy when I was in UCSB’s Mexican Folklorico group Raíces de mi Tierra and needed to sew skirts and make accessories.

By my second year, I became Chair of the organization and helped fundraise in order to put on our yearly Folklorico show. Although I was going to school to be a professor, I excelled at these jobs because I truly enjoyed working in fashion. In retrospect, I was learning how to run a business through my retail experiences and extracurricular activities.

What inspired you to start your own horror-themed company?

Growing up, my parents noticed how much I loved to draw and signed me up for art classes. By my senior year of high school, I won first place in various art contests and designed t-shirts for my spirit squad. My passion for horror was not only implemented in my art but also through my fashion.

When my high school would host themed events, I saw them as a “second Halloween.” My classmates definitely took notice of my eccentric outfits and voted me “Most Spirited” of my senior class. These experiences in high school and retail jobs as a young adult inspired me to start Backstitch Bruja.

When did you start your company?

In 2018, I wanted to utilize my life experiences, and my passion for art, horror, and fashion, so I started showcasing my designs online. My customer base grew quickly. I officially launched my website shortly after.

In 2019, I quit my job and focused on Backstitch Bruja full-time since my handmade items were selling out so quickly. I realized that if I wanted to be serious about expanding my hobby into a business, I needed to collaborate with different manufacturers to ethically source my designs.

By 2022, I hit 100k followers on Instagram and my business operation has outgrown my living room. I’m currently looking for a warehouse/storefront to set up shop.

How did you develop your company’s name?

Growing up, I spoke a lot of Spanglish. I thought it would be fun to have a spooky Spanish-named brand. I love alliteration and rhyme and thought Backstitch Bruja was a perfect fit. Backstitch is a sewing term to lock your stitch, so your item doesn’t fall apart. Bruja means witch in Spanish.

When creating the designs for your clothing and accessories, how do you develop your designs?

When creating designs, I think about specific items that would be cute to complete a look. Everything I design, I personally want for my own collection. I put outfits together and think about what item could complete this look. Then, I conduct some research to see if there’s anything like it on the market – in order to support another small business or if not, create it myself. I primarily design pieces that I would buy for myself. It’s really gratifying to know that there’s a market for my designs.

Your products have a strong influence from Mexican culture. What led you to infuse your Mexican heritage into your business?

In college, I was taking Chicano Studies courses and learned to dance Folklorico. As I learned more about my culture and our history, I gained a deeper appreciation for my Mexican heritage. When I started my business, I knew I wanted to embrace my culture and incorporate it with my love of horror.

Recently, the horror community has become more diverse. As a woman of color, I’m lucky I found a community that embraces my Mexican-inspired designs.

Which designs or themes are customer favorites?

This is an interesting question because one would assume it’s the franchise items. However, my original designs blow everything out of the water. My top sellers are my Pumpkin Witch cardigan and Mexiween papel picado bag. It’s surreal to see items I drew from scratch consistently sell out.

With horror rapidly gaining a Latino fan base, especially Latinas, why do you think so many are fans of the genre?

Even though Latinx people are underrepresented in Hollywood, especially in horror, the genre still resonates with us because it’s ingrained in our culture. Most Latinx households grow up instilling fear in their children with daily language or mythical stories. “Porta te bien si no esa señora te va robar,” which means “Act right, or that lady will steal you.” Another phrase our family would say to instill fear, would be, “Ese niño tiene el demonio”, which means “That kid has the devil in him.” This phrase would often be used when we would see a child act up.

Using stories about El Cucuy and La Llorona were tactics that our parents used to instill fear in us. Also, if you watch the news on Spanish-speaking tv networks – blood, nudity, and gore are casually shown. Horror is very normalized in our culture. I think that’s why we’re such fans of the genre.

Backstitch Bruja will be available at the upcoming horror events:

April 29 & 30, 2023
Spooky Swap Meet: https://spookyswapmeet.com/
Los Angeles, CA

July 28-30, 2023
Midsummer Scream: https://midsummerscream.org/
Long Beach, CA