Explore the incredible life and journey of Melissa Hurtado, Founder & CEO of Just Bonafide Media, as she shares her story of self-discovery, empowerment, and entrepreneurship. From her childhood dream of becoming a professional swimmer to her transformative experiences growing up in both New York City and Ecuador, Melissa’s life story is a testament to resilience and adaptability. Explore her diverse range of early jobs, from stocking shelves to working in hospitality, that paved the way for her eventual role as an entrepreneur. Melissa’s journey is a testament to the power of hard work, determination, and unwavering belief in one’s dreams.
What did you want to be when you grew up?
As a child, my dream was to become a professional swimmer. There was something truly liberating about the sensation of being in the water, suspended without contact with anything else. The absence of gravity’s constraints made me feel like I was soaring, almost as if I were in outer space. For me, swimming was a source of profound peace and serenity. The act of holding my breath underwater, enveloped in silence, always had a cathartic effect on me.
While I didn’t ultimately pursue a career as a professional swimmer, I owe a great deal to my coach. He instilled in me the values of mental toughness, a strong work ethic, the relentless pursuit of excellence, and the importance of seeing things through to the end. These lessons have left an indelible mark on my character and continue to guide me in my journey today.
A big part of what I do as a CEO and leader of the organization is taking my employees’ individual talents and coaching them to success. As a leader, I’ve been able to coach my team to complete objectives by leading by example and instilling in them much the same lessons that my swim coach taught me in my youth.
Your business involves helping others grow their business, have you always liked helping others?
I believe I’ve always had a natural inclination for it, although I don’t necessarily view it as “helping.” To me, it’s a matter of making myself useful when I’m a part of someone’s journey. I often see myself as an additional set of hands, ready to contribute and support wherever needed.
Photo Credited to Just Bona Fide Media
You mentioned being born in New York City but primarily raised in Ecuador. Could you elaborate on how this unique background has influenced the businesswoman you’ve become today?
From an early age, I experienced the best of both worlds. My parents’ dedication to providing me with a top-quality education in Ecuador shaped my academic foundation. Growing up in a close-knit academic community allowed me to form strong bonds with peers, creating a sense of fraternity that always made me feel part of something larger.
My parents’ role as international entrepreneurs meant frequent travel, and my school experience offered a semblance of stability amid their frequent journeys. This exposure allowed me to embrace diverse family backgrounds and dynamics as I spent considerable time with other families throughout my upbringing. I’ve always considered my friends’ homes as my “second homes,” which fostered an appreciation for diversity in people, their philosophies, and life perspectives.
The ability to adapt, an open-minded approach, and a genuine understanding of others are some of the most significant lessons I gained from my childhood experiences, all of which continue to influence my business endeavors today.
In my industry, I deal with diverse groups, backgrounds, and unique company missions. Because of my own personal history, I’m able to relate and see eye-to-eye with just about anyone, which has proven to be useful in helping expedite the growth of my clients’ businesses.
When we spoke earlier, you mentioned that there were challenges with your family growing up, and you spent a large part of your childhood being very independent, so to speak. Would you be willing to share some of those details?
Certainly, growing up, my family faced its share of challenges. My father battled with alcohol addiction, and my parents had me and my sister at a very young age. They had to navigate the typical hurdles of marriage, raising children, immigrating to a new country, and trying to make ends meet—all while still maturing themselves. Picture two 20-year-old immigrants with two young girls striving to survive while pursuing entrepreneurial endeavors. With these factors in play, growing up was never easy. As time went on, we eventually moved back to Ecuador. However, my father continued to grapple with substance abuse, which eventually led to my parents’ divorce. They separated for a few years, but fortunately, my father was able to overcome his challenges, and things began to improve.
It’s worth noting that I don’t recall my parents ever working for someone else. Growing up in a business-oriented family, it’s intriguing to me that I didn’t venture into entrepreneurship myself until the age of 32.
During my childhood, my parents were often absent, and I would only see them about twice a month. However, their hard work and sacrifices ensured that I never lacked anything. I had the privilege of attending top-notch schools and enjoyed the comfort of having a nanny to care for me. This unique dynamic instilled in me a sense of emotional independence from a young age. I matured early, learned how to be self-reliant and developed a strong sense of self-sufficiency. I came to understand that love, rather than being purely emotional, could also be logical. My upbringing allowed me to love myself in a logical and rational manner. It taught me to trust my instincts and enabled me to stand tall without feeling the need to run to my parents every time I faced a challenge. Simultaneously, I learned to appreciate the value of quality time spent with them when they were present.
When my parents were away, they accomplished remarkable achievements that always inspired me and fueled my imagination regarding the possibilities in life. Notably, my mother played a pivotal role in their success as well. She is a natural-born businesswoman known for her exceptional negotiation skills, charisma, humility, and incredible strength. She expertly supported my father’s endeavors while fulfilling the role of a loving mother to two young girls. With a nursing major to her name, she brought both her medical knowledge and business acumen to their ventures.
For example, during their time in New York City, my parents embarked on various business endeavors. They both contributed significantly, with my father serving as the photographer and character designer for a newspaper called ‘Asi Es Ecuador.’ Furthermore, they were involved in the cinematography for a TV channel. My dad’s talent as a photographer led him to capture iconic Latin artists at the Premios ACE, including Celia Cruz, Marc Anthony, Tito Fuentes, Cristian Castro, and many others. Beyond photography, my father was also a gifted artist known for creating stunning murals for restaurants and other businesses.
My early life instilled in me a sense of personal accountability. I never indulged in self-pity or made excuses for my failures because I understood that when things went wrong, it was my responsibility to address them. Despite the unconventional nature of my upbringing, I never felt deprived of love, as I learned that love didn’t necessarily require constant physical presence to be deeply meaningful.
It took you until the age of 32 to become an entrepreneur, what were you doing before?
That’s a great question. The real question is, what didn’t I do? I took on a wide range of roles, from graveyard shifts stocking shelves and working in private security to being a barback, bartender, sales associate, coat check attendant, cocktail waitress, restaurant server, housekeeper, dishwasher, pool attendant, membership coordinator, room service server, juicer, barista, banquet server, event coordinator and so much more.
This conglomeration of experiences would prove to be beneficial, as the skills I acquired over the years would become useful to what I do today. It has taught me the importance of being versatile and adaptable, wearing many hats, and having a wide range of business experience at my disposal.
The variety of jobs taught me a lot about myself. My background prepared me well for entrepreneurship, and I’ve discovered that I possess a multitude of talents that people truly appreciate. For instance, my strong work ethic at the Four Seasons and the Grove Isle gave me the opportunity to work in various jobs while building lasting friendships and valuable relationships with like-minded individuals who understand the significance of pursuing excellence in every aspect of life.
Sounds like you earned everything that you have and basically gained knowledge and experience from the ground up.
Yes, you can say that. Nothing was handed to me; I had to work hard and overcome various challenges to be where I am today. My journey has been a testament to the idea that in America, nothing comes for free. However, when you work hard and believe in your dreams, you can make anything possible. For anyone reading this, I hope my experiences serve as a reminder that with dedication and determination, you can achieve your goals and turn your dreams into reality.
In the end, Melissa’s odyssey is a compelling example of how embracing life’s challenges can lead to profound personal and professional growth. Her story inspires us all to strive for greatness, regardless of our starting point. As we take a page from Melissa’s book, may we find the courage to embark on our own journeys fueled by passion, determination, and an unwavering belief in the limitless potential that lies within each of us.
