Honoring AAPI Heritage Month Celebrating Stories, Culture, and Connection

At Jentle Land Mark, we believe every story holds the power to connect, teach, and inspire. That belief is at the heart of why recognizing Asian American and Pacific Islander Heritage Month matters so deeply.

This month is more than a celebration. It is an invitation to pause and honor the voices, traditions, creativity, and resilience of Asian American and Pacific Islander communities whose histories and contributions continue to shape culture, business, wellness, and the way we gather in meaningful ways.

AAPI Heritage Month reminds us that representation is not just about visibility. It is about creating space for people to be fully seen, heard, and valued. It is about celebrating the richness of cultural identity while making room for stories that have too often gone unheard.

At Jentle Land Mark, this reflection feels especially important. Our mission has always been rooted in creating spaces for thoughtful connection, shared learning, and belonging. Whether through community gatherings, conversations on Gathering Voices, or the small businesses and makers we choose to spotlight, we believe growth happens when we intentionally listen to diverse perspectives and honor the experiences that shape them.

This month, we celebrate the entrepreneurs, creators, storytellers, and community leaders within AAPI spaces who remind us that heritage is not something static. It is living, evolving, and woven into the ways we care for one another, build community, and imagine what is possible together.

Meet Gizelle, local content creator and entrepenuer

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Meet Gizelle, local content creator and entrepenuer 🌹

I’m a full-time content creator working between two worlds I absolutely love: managing social media for a local tattoo studio and creating UGC (user-generated content) for brands nationwide through my personal brand. I’ve been in the social media industry for almost a decade and have learned that social media is much more than just posting online. When used intentionally, I believe it really has the power to completely change someone’s life and business!

Last year, I officially brought my services and knowledge around social media under one umbrella.. and that’s how Social Saurus was born. Social Saurus is my creative education platform where I share tools, systems, monetization strategies, and social media education for creators and business owners. I was inspired to create it because while working one-on-one as a social media manager, I began seeing firsthand just how much intentional content could help businesses grow. It was really rewarding seeing how clients went from struggling to get customers to being completely booked out for months with the help of social media! But for me, the challenge was that I could only take on so many clients at a time without compromising the quality and care they each deserved. So I knew there had to be a way to help more people than my schedule allowed! That’s what pushed me to create a platform where I could teach at scale by sharing the strategies, systems, and lessons I’ve learned over the years so more business owners can use social media as a tool for growth instead of confusion or burnout.

I know social media can get a bad reputation sometimes and I totally understand why. It can easily turn into doom-scrolling, comparison, distraction, or pressure. But I am really passionate about showing people that it can also be used in a powerful, life-giving way to build a business, create opportunities, support your family, share your gifts, and connect with like-minded people!

That mission also deeply connects to my personal brand, Confidence Over Comparison, where I encourage women to use content creation as an empowering tool instead of a comparison trap. Ironically, creating content is actually one of the things that helped me grow my own self-esteem over the years. Showing up online taught me confidence, consistency, creativity, and how to stop being afraid to be seen/heard. I am really passionate about helping other women do the same.. especially because the reality is that most people are going to be using social media anyway, so I want to help them use it in a way that serves them instead of depletes them.

Being Filipino has definitely shaped the way I show up in my business, especially when it comes to community and relationships. I feel like Filipino culture is very family-oriented and caring. Because of that, I naturally approach my business in a really personal way. I never want people to feel like they’re just another number online. Whether it’s clients, followers, or brands I work with! I genuinely care about creating real relationships and making people feel seen and valued. I think that desire to serve and help people is something deeply rooted in both my culture and my faith. My faith is a huge part of how I approach my work too. I truly believe God gives everyone gifts for a reason, and I’ve always wanted to use mine in a way that helps people instead of just chasing attention online.

One thing from my upbringing that continues to guide me is resilience. I feel like so many Filipino women grow up around hardworking, strong women who always find a way to make things work no matter what. That was definitely true for me, especially watching my mom as I grew up. She is THE hardest working woman I know, with the most generous heart, even while navigating so many challenging seasons as a young mom, plus going to college, working long hours, and juggling multiple jobs at a time! Seeing her push through all of that taught me just how important perseverance and adaptability are, especially now as an entrepreneur.

I was also raised with a strong sense of gratitude and a mindset of "staying in my own lane" with not getting caught up in what other people are doing or thinking if it has nothing to do with me. In an industry like social media, where comparison can be constant and it’s easy to feel like you’re behind. This value has really helped me stay grounded and focused on my own purpose instead of external factors that are easily presented online.

Growing up, I remember noticing how few people in my school, neighborhood, or in the media looked like me... I think as a kid that subconsciously made me feel embarrassed or unsure about my culture simply because I didn’t really see it represented around me other than my family. Looking back now, that feeling feels so strange because being Filipino is something I absolutely love and cherish about myself today! As I got older, I realized how important representation really is. Seeing someone who looks like you succeeding, creating, leading, or taking up space makes certain things feel more possible for yourself too. To me, representation reminds people that they don’t have to change who they are to belong somewhere. A quote I always come back to is: “Be the type of person you needed when you were younger.” I think that connects so deeply to representation for me as a Filipino woman in business and content creation. If a younger girl sees someone who looks like her confidently building a business, embracing her culture, and creating opportunities for herself, maybe it helps her believe she can do the same too.

If you don’t know what your purpose is yet, start by becoming the person your younger self needed. I think it’s no coincidence that “how do you find your purpose?” is one of the most searched questions online! It shows how people desire to grow and serve. I think that’s something so so beautiful. But purpose isn’t always a single, life-changing moment or a clear answer that suddenly appears. More often than not, it’s something that unfolds over time, exploring different passions and can be found through the people you help and the things you overcome.

I'd also say that you don’t need to become more like someone else to be successful and definitely don’t let comparison stop you from creating, trying, or sharing your gifts. The world doesn’t need another copy of somebody else. Do not underestimate your voice or your story just because it feels normal to you. There’s room for you.

• What is a lesson, value, or tradition from your upbringing that continues to guide your journey as an entrepreneur?

  One thing from my upbringing that continues to guide me is resilience. I feel like so many Filipino women grow up around hardworking, strong women who always find a way to make things work no matter what. That was definitely true for me, especially watching my mom as I grew up. She is THE hardest working woman I know, with the most generous heart, even while navigating so many challenging seasons as a young mom, plus going to college, working long hours, and juggling multiple jobs at a time! Seeing her push through all of that taught me just how important perseverance and adaptability are, especially now as an entrepreneur.

  I was also raised with a strong sense of gratitude and a mindset of "staying in my own lane" with not getting caught up in what other people are doing or thinking if it has nothing to do with me. In an industry like social media, where comparison can be constant and it’s easy to feel like you’re behind. This value has really helped me stay grounded and focused on my own purpose instead of external factors that are easily presented online.

• What has been one challenge you’ve faced as an AAPI woman whether building your business or in your everyday life, and what has helped you keep moving forward?

  Truthfully, one of my biggest challenges started with my own mindset. There were times when I would count myself out before even trying. I would hesitate to reach out to brands or go after opportunities because I’d think “why would they choose me?” or “someone else is probably more relatable..” A lot of that came from limiting beliefs around not always seeing people who looked like me represented in certain spaces growing up. Ironically, content creation became one of the biggest things that helped me overcome those thoughts. The more I created and consistently showed up online, the more I realized those fears weren’t actually true. Brands did want to work with me!! Opportunities did exist for me! I've been really learning lately that the things I thought that would make me “less marketable” are the things that actually help me stand out! This challenge really taught me that a lot of our biggest limitations start in our own minds.

• What is something people often misunderstand about your culture, your industry, or your experience that you wish more people understood?

  I think people often assume content creation is easy or shallow because all they see is the finished post online. Truthfully behind the scenes, so much emotional energy, creativity, strategy, consistency, and storytelling goes into it. I also think social media is often viewed as something that only hurts confidence, especially for women. While it definitely can when used the wrong way, I’ve personally experienced the opposite. Content creation actually helped me become more confident, helped me find my voice, and opened doors I never thought would be possible for me.

Instagram @confidenceovercomparison, @social.saurus

Meet Huma, Creative behind Cake as Canvas

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Meet Huma, Creative behind Cake as Canvas 🍰

When people ask me about Cake As Canvas, I usually joke that it all started as a happy accident. As a college student who had just migrated from Pakistan to Canada, I was trying to figure out where I fit in and what really felt like me. Everything was so new, and what I missed most were the simple moments back home, especially evening tea time with family, sitting together over cardamom chai, Pakistani bakery cookies, and tea cakes. 

To fill that void, I started baking on my own and experimenting with recipes that could somehow recreate those nostalgic moments and feelings of home. Baking became something comforting and familiar for me during a time when everything else felt unfamiliar. 

Later, when I moved to the United States, I found my calling through a professional pastry arts and baking program, and that passion slowly turned into Cake As Canvas. What started as a way to stay connected to my roots became something so much bigger. 

Today, Cake As Canvas means more than just a pretty cake or a fun workshop. It is creativity, connection, and community all in one. It’s where I’m able to combine artistry with the hospitality I grew up with. It warms my heart to be able to bring people together over something sweet and be a small part of their celebrations.

Pakistani culture revolves around hospitality, food, and of course, lots of sweets. If you walk into a Pakistani home, people make sure you feel completely at home. They’ll feed you until you can’t eat anymore, and then still try to feed you some more. There’s just so much love and connection tied to gathering around food. 

I realized over time that this naturally became part of Cake As Canvas too. While I love creating custom cakes and desserts, I also started offering decorating workshops and private events because I wanted to recreate that same feeling of warmth, connection, and hospitality that I grew up with. I wanted people to walk into my studio, feel welcomed, spend time together, laugh, create, and make memories.

I think my culture also shaped the way I approach celebration and creativity. Pakistani celebrations are full of detail, color, beauty, and intention, and I feel like that carries into my work and the experiences I try to create for others. 

Aside from our deep-rooted love for hospitality, one of the biggest things my culture has taught me is resilience. Pakistan and its people have faced their share of challenges, but people continue to work hard, show up, and keep moving forward no matter what. 

That’s something I’ve carried with me throughout my journey as an entrepreneur. Building a business comes with a lot of ups and downs, but I was raised around people who didn’t give up easily. I think that resilience shows up in the way I run Cake As Canvas today, continuing to learn, grow, adapt, and show up even when things feel difficult.

As an immigrant, it can be really hard to find your place, and make a new country feel like home. I’ve seen a lot of people, feel like they have to completely assimilate into a new culture in order to fit in, sometimes letting go of parts of themselves along the way. 

As a business owner, it has always been important to me not to lose my roots or my heritage. I’ve always believed that true representation involves integration, and I’ve tried to capture that through the fusion flavors we create, like our best-selling Gulab Jamun Cake and Kashmiri Chai Cake. It’s my way of bringing pieces of my culture into a space that feels both familiar and new. 

I think representation matters because when women see someone who looks like them or shares a similar story succeeding in different spaces, it makes those spaces feel possible for them too. It reminds people that they do belong and that they don’t have to choose between their identity and their success. 

For me, representation simply means being able to show up as myself as a Pakistani woman, an immigrant, and a business owner without feeling like I have to leave parts of myself behind. 

I think its important to stay true to yourself and not compromise your identity. In staying grounded, you will find the strength to be resilient and the ability to continue moving forward regardless of any challenge that comes your way. 

• What has been one challenge you’ve faced as an AAPI woman whether it be building your business or in your everyday life, and what has helped you keep moving forward?

  One challenge I’ve faced as an AAPI woman is dealing with misinformation and misconceptions about my culture and faith. There are times when I’ve felt the need to educate others who I am beyond stereotypes. There is also this pressure to minimize parts of yourself in order to fit in or feel accepted. 

  What has helped me keep moving forward is staying connected to my roots and remembering how proud I am of where I come from. Over time, I realized that one of the best ways to break misconceptions is simply by showing up authentically and allowing people to experience my culture through hospitality, food, creativity, and connection. 

• What is something people often misunderstand about your culture, your industry, or your experience that you wish more people understood?

  “It’s just cake.” I hear that more often than I’d like to. What many people don’t realize is that custom cakes are so much more than dessert , they’re edible art, experiences, and often a centerpiece for some of life’s biggest celebrations and memories. 

  I wish people understood that both my work and my culture are not one-dimensional. There are so many layers, details, stories, and emotions behind them. The same way people may look at a cake and only see the final product, they sometimes look at cultures without understanding the depth behind them. 

  I think a lot of what I create through Cake As Canvas is a reflection of those layers. Whether it’s through detailed designs, fusion flavors, or the experiences I try to create for people. 

cakeascanvas.com | Instagram @cakeascanvas

Meet Victoria, Founder of Victoria Lin Photography

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Meet Victoria, Founder of Victoria Lin Photography 📸

Hi! My name is Victoria Lin, and I’m the founder of Victoria Lin Photography. I photograph a little bit of everything, but my specialty lies in brand and wellness photography. 

A lot of my inspiration comes from my mother, who filled my childhood with the art, culture and fantasy that she never got to experience herself as a child refugee. I am also a big nature and animal lover and see the beauty in what the earth has to offer so I also pull inspiration from from that 

Today, my business feels like my messy, but curated scrapbook. I love collecting, creating, and storytelling, so my work feels like an extension of my ideas, dreams, inspiration, and everything that has shaped me along the way. It’s become something so personal to me, not just a business, but a reflection of how I see the world. 

I think growing up in a mixed-cultural household really shaped the way I show up in both my business and personal life. My mother is Chinese and my father is Italian, and being raised around two different cultures taught me how to understand different personalities, communication styles, and perspectives from a young age. That has been incredibly valuable in business because it allows me to approach situations from multiple angles and connect with all kinds of people in a genuine way. 

I also think it’s really special that I’ve been able to carry lessons and values from both sides of my family into the way I lead and create today.

I know what it's like to be “different” so being able to take the time to talk to others with different walks of life is extremely important and leads you not only to be a better business person but also a more well rounded and empathetic human. You have to understand your clients and their journeys and how they see the world to be able to better capture who they are and all that they represent. 

I think representation is important because we live in such a diverse country with so many cultural backgrounds, yet not everyone has historically felt seen or included. Growing up, Mulan was the only character in the media that looked like me and while she is still one of my favorite role models I am so glad to see a huge shift in culture and media now, with more visibility and celebration of Asian voices and stories. It makes such a difference to grow up seeing people who look like you in spaces where you once felt invisible. Representation means not only being seen, but being heard.

This intertwines both in my personal life and business but learning to feel confident and truly seen not only by others but seen by my own self. Growing up in a pretty suburban area, I didn’t have many Asian friends around me, and for a long time I felt like I was ‘less than’ or that I stood out in a way I didn’t want to. I am of mixed descent, so half Chinese and half Italian, which put me in a more unique situation of feeling like I didn't belong on either side. I wasn't white enough and I wasn't Asian enough . 

That feeling of being different really shaped how I saw myself growing up. There were definitely moments where I felt pressure to stay quiet, play small, or constantly prove myself, especially while building a business in such a personal and relationship driven industry. But over time, I’ve learned to embrace who I am instead of shrinking myself to fit in nor at this point do I want to fit in (:.

Today, I’m genuinely proud of who I am and everything I’ve built, which is something younger me never thought she’d be able to say. What keeps me moving forward is knowing my self-worth, my creativity, and remembering the generations of women in my family who sacrificed so much so I could even have the opportunity to build something of my own and speak openly about it. I carry their strength with me in everything I do.

• What is something people often misunderstand about your culture, your industry, or your experience that you wish more people understood?

  It’s really beautiful to see not only Chinese culture being celebrated now, but Asian culture in general. With that being said, I also grew up, like many of us did, experiencing ridicule and stereotypes. A lot of the traditions, food, and parts of my culture that are now considered trendy were once things that made me feel embarrassed or like I had to hide them. 

  One thing I wish more people understood is how deeply that shift impacts us. It’s easy to celebrate a culture once it becomes popular, but for many of us, there was a long period where those same things were made fun of or misunderstood. That experience stays with you. 

  I think it’s important to recognize both sides, the beauty of cultural appreciation today, but also the history of what it felt like before it was widely accepted. It makes the celebration of it now feel even more meaningful, but also more reflective. 

• What message would you share with the next generation of AAPI women dreaming of building something meaningful?

   I think carrying the strength of our ancestors is what keeps me going. I feel incredibly grateful for the sacrifices made before me, and that motivates me to work hard and build something meaningful. But I also want the next generation of AAPI women to know that success shouldn’t come at the cost of loving yourself. You can be ambitious and still give yourself grace and compassion and that your self worth is more than your “success”.

victorialinphotography.com | Instagram @victorialin.photography

As we close out this reflection on Asian American and Pacific Islander Heritage Month, we are reminded that honoring heritage is not something reserved for a single month. It is a practice of listening deeply, celebrating intentionally, and creating spaces where every story has room to be shared.

At Jentle Land Mark, we believe community grows stronger when we lead with curiosity, compassion, and connection. AAPI Heritage Month invites all of us to continue learning from one another and to recognize the beauty that exists in our differences and shared humanity.

May this month encourage us to slow down, reflect, and celebrate the voices shaping our communities every day. And may we carry that intention forward, creating a world where representation is not a moment, but a way of being.