Today we’d like to introduce you to Yoshii Morales.
Hi Yoshii, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My story started when I was little. My father was really into horror, so I grew up in a home where all things spooky were welcomed and celebrated. As I got older, I found myself drawn more and more to alternative fashion, horror movies, and everything a little outside the norm. I always had a different style than most, and I wanted to find a space where I could truly express myself and feel like I belonged.
One day, an idea came to me: What if I created that space for others like me? A place where people could find products that reflected their style, embrace what makes them different, and feel comfortable being unapologetically themselves.
That idea grew into something much bigger than a shop. It became an opportunity to build a community, connect with incredible people, and create a space where individuality is celebrated. I’ve been honored to hear so many personal stories, learn how my shop has impacted others, and connect with the alternative community through multiple events.
At the heart of it all, I want people to know they don’t have to fit into society’s expectations to belong. Whether you’re into horror, goth, punk, or simply love expressing yourself differently, there’s a place for you here.
This shop is more than a business. It’s a safe space, a community, and a celebration of individuality. Be bold, stand out, and most importantly, be yourself. This is a lifestyle, not a phase.
We all face challenges, but looking back would you describe it as a relatively smooth road?
I’d be lying if I said it’s been a smooth road. I took an idea without knowing how to make it happen and somehow turned it into a reality! There were countless sleepless nights, moments of doubt, and days when I honestly felt like giving up. But my community continued to push me forward and remind me why I started in the first place.
One of my biggest nightmares happened after I participated in a major event that brought in over 25,000 people. The first year went so well that when the organizers reached out to invite me back for their second horror event, I agreed. Unfortunately, this time, the person running the event kept my money and never paid me. I later learned that other small businesses, actors, and employees had also gone unpaid.
I lost a significant amount of money, along with merchandise I had invested so much into. It was devastating. The experience affected me so deeply that I stepped away from my shop for years. I questioned everything, lost my motivation, and seriously considered closing my business for good.
But even through all that disappointment, I couldn’t forget why I started. I had built something that meant more than just selling products. I had built a community, and the love and support they showed me reminded me that my story didn’t have to end there.
Picking myself back up wasn’t easy, but I decided to keep pushing forward. My journey has taught me that being a small business owner takes more than passion; it takes resilience, courage, and the willingness to start again even after you’ve been knocked down.
I’m still here because of my love for what I do and the amazing community standing behind me. The road hasn’t been perfect, but every struggle has reminded me why this space matters. I’m determined to keep going, keep growing, and continue creating a place where people can feel seen, accepted, and free to be themselves.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My shop specializes in alternative and spooky-inspired products for people who want their style to reflect who they truly are. From goth and alternative accessories, earrings, and bracelets to horror-themed car fresheners and unique spooky-inspired finds, I love offering products that allow people to express themselves, stand out, and embrace the things they love.
What sets my shop apart is that it has never been just about selling merchandise. It’s about creating a space where people feel like they belong. I know what it’s like to have a different style and want a place where you can be yourself without feeling judged. I wanted to create that space for others, and that has become the heart of my business.
What I’m most proud of is the community I’ve built along the way. Being able to attend events, connect with people face-to-face, hear their stories, and see how my shop has impacted them means more to me than I can put into words. Every connection reminds me that what I’m doing is bigger than business. It’s about bringing people together through shared interests, creativity, and individuality.
I’m also incredibly proud of my resilience. I’ve faced challenges that could have ended my business, but I chose to keep going. Building something from an idea, learning as I go, and continuing to show up for my community has taught me so much about myself.
I want people to know that when they support my shop, they’re supporting more than a small business. They’re supporting a dream, a community, and a lifestyle that celebrates being different. My goal is to keep growing, expanding my product offerings, connecting with more people, and reminding everyone that they don’t have to change who they are to fit in.
What makes me different is the heart behind what I do. This isn’t about following trends or fitting into a mold. It’s about embracing your individuality, finding your people, and being unapologetically yourself. Alternative isn’t just a look to me. It’s a lifestyle, a community, and a way of life.
If we knew you growing up, how would we have described you?
Growing up, I was a very shy and quiet girl. I was the type of person who didn’t have many friends, and moving to Florida when I was 12 made things a little harder because I didn’t know much English at the time. Making friends and finding my place wasn’t always easy.
Funny enough, I used to be scared of horror movies when I was little, but over time, they grew on me, and now horror is something I absolutely love!
Music also played a huge role in shaping who I am. I fell in love with rock music at a young age, and it had such a big impact on me that it’s still my favorite genre to this day. But it wasn’t just about the music itself. It opened the door to the alternative scene and introduced me to a style and aesthetic that felt like me. My love for rock gradually turned into a love for darker looks, the color black, and everything that fell outside the mainstream. In a way, my style became another way to express myself, especially when I was the quiet girl who didn’t always know how to put herself out there. What started as a love for music eventually became part of my identity.
I also loved collecting Polly Pockets and Pound Puppies when I was a kid. The funny thing is, I still have them packed away in boxes! I guess some things never change, and a little piece of that kid I used to be is still with me.
Looking back, I think those experiences helped shape the person I am today. From the quiet girl who was trying to find her place to the person who embraces her alternative style, love for horror, and individuality, I’ve learned to appreciate the things that make me different.
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