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When Día De Las Baristas opens its doors, it will look like a small drive-thru coffee shop. But the heart of the brand runs much deeper.
Behind the bold aesthetic, the vibrant culture, the beautiful women, and the unapologetically confident energy is General Manager Samantha Goen, whose leadership is shaped as much by lived experience as it is by intention.
For Samantha, stepping into the brand was not simply a career move. It was personal
A Vision Rooted in Trust and Purpose
The idea for Día De Las Baristas began long before Samantha’s involvement. Created by founder Josh VanLandingham, the brand carried a strong identity from the start. This project also includes partner Karm Nakhwal, whose support and collaboration have been integral to bringing Dia De Las Baristas to life.
Samantha quickly became a driving force in bringing it to life.“This idea was Josh’s long before I was ever a part of it,” she says. “It means a lot that he trusted me enough to step into something he created.”
That trust fueled her commitment. To Samantha, the brand represents a rare chance to build the kind of culture she spent years searching for while growing up in the service industry. It is a place where women are supported, valued, and empowered.”
“I have worked since I was thirteen. I grew up fast. I learned confidence through real-life environments like bars and clubs, where you had to become strong whether you were ready or not,” she explains. “Even though the original vision was not mine, the purpose behind it has become deeply personal.”
Why a Woman-Centered Workplace Matters
Samantha’s leadership philosophy is rooted in her own experiences navigating male-dominated environments where appearance mattered more than respect.
“I did not have a soft or sheltered path,” she says. “I learned everything hands-on, early, and fast. And those lessons taught me how important it is for women to feel safe, supported, and seen.”
She speaks openly about the weight of that responsibility.
“I know what it feels like to figure life out alone. To stand your ground young. To not have support. I want to be the leader I needed.”
At Día De Las Baristas, this belief is not a slogan. It is the backbone of the entire culture.
Empowerment as a Core Value
For Samantha, female empowerment is not a trend or a marketing angle. It is the reason the brand exists.
“Empowerment and confidence change the entire direction of a woman’s life,” she says. “I did not grow up with confidence. I built it the long way through nightlife, therapy, mistakes, boundaries, and learning who I am.”
If the brand can help even one woman discover her strength sooner than she did, she considers it a success.
“That would mean we are doing something meaningful.”
Leadership Built on Experience and Empathy
Samantha leads from a place of understanding. She has experienced workplaces where appearance mattered but respect did not. She has also had nearly all male managers, which gave her a perspective on what women-centered leadership can offer.
“My leadership comes from real experience, not ego,” she says. “I am not here to control anyone. I am here to support them, protect them, and help them grow. I want the women here to feel valued, respected, and taken seriously, not just looked at.”
Relationships That Shape a Leader
Samantha credits the people close to her for shaping her approach, especially Josh.
“He believes in me in a way that holds me to a higher standard,” she says. “Having someone stand behind you like that makes you want to show up for others the same way.”
That influence guides her management style. She wants every woman on her team to feel like someone is in her corner. Someone who sees her. Someone who believes in her before she believes in herself.
“I try to be that person for my girls. Consistent, steady, and supportive.”
Creating the Workplace She Always Wanted
Her years in the industry showed her exactly what she wanted Día De Las Baristas to become. She worked in places that were fun but lacked genuine support. She also worked in places where you had to protect yourself because no one else would.
Día De Las Baristas is meant to be different. It is the combination of Josh’s vision and Samantha’s lived experience.
“It is everything I wished those places had been. A workplace where women can enjoy the job and still feel respected and protected.”
Helping Women Grow Beyond the Job
Samantha is committed to helping her employees grow into the strongest and most confident versions of themselves.
“I want them to grow as baristas and as women. I want them to become more confident, more assertive, more self-aware, and more capable.”
She views the shop as a place to learn real-life skills such as communication, boundaries, professionalism, and self-respect.
“My hope is that one day they look back and say, this job helped me grow. This place made me stronger.”
Why Work at Día De Las Baristas
For Samantha, the answer is simple. The women matter.
“They are not bodies behind a counter. They are people with goals and challenges,” she says. “Josh gave me an opportunity that changed my life, and now I get to create opportunities for them.”
At its core, Día De Las Baristas is more than coffee. It is confidence. It is a community. It is a workplace where women are supported, empowered, and able to shine.
“It is a place where women can thrive, feel proud of themselves, and grow into who they are meant to be.”
Hours of Operation: Monday-Sunday 5 AM- 10 PM
Follow their Instagram: @diadelasbaristas
Article By ABQLive Staff
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