Meet Salina Edwards | Creative Strategist & Cultural Architect

We had the good fortune of connecting with Salina Edwards and we’ve shared our conversation below.

Hi Salina, what was your thought process behind starting your own business?
I didn’t always want to start my own business. As someone who loves sneakers. I wanted to work for Nike, New Balance or Adidas. However, while in college during my undergraduate and graduate years, I started a few initiatives on campus and started to think about how we can create our own opportunities rather than waiting on someone else to hire us. I found it daunting to apply to jobs and not hear back or get rejected, so I thought in the meantime I could create something.

The idea for GrandValli came from an event I started at Colorado Mesa University called Maverick Marketplace. It was meant to showcase the students and staff who had side hustles, or just stuff they were making outside the classroom. I wanted to take that idea and expand it into the community as I knew friends who were also doing their own thing and starting their own businesses or thinking of it.

Originally, I wanted GrandValli to be an online marketplace like Etsy but I didn’t feel truly aligned or committed with that idea, so I took a break. After some time, I thought of taking GrandValli into more of a storytelling -world building element. I wanted people to learn about businesses first and build a connection before learning or caring about the products or services. I also wanted to create material that would last so no matter where you are in your relationship with a business there would be something tangible to connect with. Bringing GrandValli back in this way has been a process of experimenting. My team and I bought into the idea and told ourselves to give it ago and see what happens. At the very least we can say we tried. For me that has been my thought process, and I believe it still is. I know experimenting yields clarity, directions, and lessons. At the end of the day, I wanted to create something that created more opportunities for me, and my friends, and businesses I cared about. Now building on that my thought process is how can we expand GrandValli to create more opportunities, and I believe taking it into a direction of a hybrid studio.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
GrandValli is a storytelling platform supporting small businesses, creatives, and entrepreneurs. What sets us apart is that we experiment and create a creative ecosystem. We are still in early stages but what is exciting is the content that we already have made out of sheer will and desire in addition to the direction we are going which is to create a hybrid studio. I believe there is opportunity to build a broader ecosystem that allows GrandValli to facilitate internal projects while working with external brands and companies while also serving as an incubator and lab for various talents.

It was not easy to get to this point. I mentioned when I started GrandValli, I had to take a long break from it. Part of the challenge was and still is, is a personal element. It’s the questions and doubts you have about yourself. I think when most people look at me, they think I am strong and confident but many times I am riddle with insecurity. What I have learned along the way is that: 1. Having a childish play mindset helps you to create and experiment. 2. Front loading failure or the fear of it reduces it. 3. Always question the stories we tell ourselves about why we are the way we are or why we act the way we act. 4. Give yourself a chance.

What I want the world to know about GrandValli is that we are just at the beginning. I envision that we can grow to become a great studio that is a creative ecosystem from podcasts to film to music to books and so much more. I tend to think backwards starting from the big picture down. For me and my vision now GrandValli could be a big company still focused on small businesses, early-stage creatives and entrepreneurs etc or it could fail trying. At the end of the day GrandValli is so new and young, we have no issue taking risks and we are grateful for those who support us and are a part of it. I think there is so much opportunity in how I see GrandValli that I would say if you are reading this and want to get involved with GrandValli and be a part of the journey please do. At the very least I think it would be interesting.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I’d say it may be more of a food tour. I don’t know:

1. Make sure you stay downtown at Melrose Hotel. The decor and vibes are amazing and then also grab a drink at Melrose Spirit Co. Don’t be afraid of some mezcal.

3. If you want braids got to Lavish Braids and Hair Lounge and if you need a trim and our hair care, check out Anastaja Braden at Posh Salon.

2. For coffee and to sample a lot of different beers from around Colorado go to Colorado Craft Coffee and Beer House.

3. Since we are into books, let’s visit Out West Books and find us a book or two.

4. I’d also have to say you have to listen to “All My Days” and “Lost My Love” by my guy Falling Castles

5. Sunday Brunch at The Goat and Glover. We have to get the French Toast.

6. We are getting bracelets from Half Hitch Knots and also seeing what Colorado Craft Coffee and Beer House has from local artisans.

7. We are getting pop tarts from Kulina Lani Organic Sourdough because we can.

8. We are going to Glenwood Springs for either hot springs (Iron Mountain Hot Springs and Glenwood Hot Springs). Also seeing the Colorado National Monument but I’m not driving.

9. Sip wine at The Ordinary Fellow Winery in Palisade.

10. Catch a Colorado Mesa University Rugby Game.

11. If we are big into getting a workout, I’d say hit up my friend Carson from Alchemy Training.

12. Grab dinner at Namaste Nepal Restaurant.

13. If it is Farmer’s Market time, we are going to be there for the fresh fruit and veggies.

14. We have to get some Enstrom’s Toffee from Enstrom Candies.

15. Pizza stops would be Hot Tomato in Fruita and Pablo’s in Grand Junction.

16. We’d venture into some Trivia Nights that are all around and possibly do some painting at The Palette.

17. Can’t leave without a massage from High Dessert Massage.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
Wow, that is a long list. I hope there isn’t a limit but here is my list I’d like to shoutout. Is there a way you can just list them too?

Wendy West
Chanelle DeCrow
Angelina DeCrow
Connor Curtis
Lena Pyland
Felix Guillen
Carson Pipher
Liz McCormack
Anastaja Braden
Joel Graham
Melody Raper
Emily Barents
Asha Downing
Bryce Hallmark
Colorado Craft Coffee and Beer House
Samantha Holdsworth
Colorado Mesa University Rugby Family
Mackenzie Johnshoy
Ray Wilson
Elaine Venter
Andrea Peterson
Daeleen Medina
Taylor “Tae Tae” Hickman
Dr. Joe Dispenza Meditations

Website: https://www.grandvalli.com

Instagram: @grandvalli

Linkedin: www.linkedin.com/in/salinajedwards , https://www.linkedin.com/company/grandvalli/

Youtube: @GrandValli

Other: Podcast: https://pod.link/1796841133

Image Credits
Asha Downing