A New Kind of Bodega
AUTHOR Katherine Hernández
When Puerto Rican immigrants started opening small shops on street corners in the 1950’s and 60’s, they probably didn’t know they were setting up landmarks and traditions for centuries to come. Bodegas are integral parts of New York City identity, economy, and community, but Bronx born entrepreneur Dinorah Peña added another level to the term bodega.
In Bodega 7 you won’t find one dollar Arizonas or a bodega cat, because it is a talent management company led by powerhouse native Uptowner, Dinorah Peña, who is dedicated to the progress of her clients’ career. “Bodegas are part of the community,” says Peña, founder and jefa of the organization. “I remember going to one every single day before and after school.”
Born to Dominican parents in the Bronx, Dinorah Peña founded Bodega 7 to correct how talented people of color are represented in the media today. With that mission in mind, some may ask why a bodega? To that Peña says, “A bodeguero saved my life”, while recounting the time when a bodega owner saved her from a bad encounter. “I guess I was in the wrong place at the wrong time, and I had like a mob of people coming after me. So I rushed into the bodega and the bodeguero saw that I was in trouble and kept me in back.”
The bodeguero sent the mob away and stayed with Peña, taking her all the way home until she was safe. Peña named her talent management agency after the same place that kept her safe, evoking that atmosphere in the space she created for her clients.
“I’m a publicist, an agent, whatever my clients need. I go into meetings with their trust because I’m going to be representing them.” Peña clients range from YouTube influencer Franchelli Rodriqguez to actor and former NFL player Devale Ellis. Her interactions with each of her clients are tailored to their individual missions and goals.
When asked how she can manage such diverse clientele, Peña replied, “Alignment.” She continued saying, “So long as we are focused on the same purpose and goal, we’re alright.”
Peña credits both her faith and her experience in the field for her and her clients’ success. “Listen, I’m a loud and proud Christian. I know that this is something that God called for me to do and He has a way of building you up to what is He wants you to do. In my previous job, I was led by people who believed in their clients and would get into the work they do. It was contagious to be around people like that. ” And what job was that?
“SheaMoisture.” While working with Richelieu Dennis, founder of SheaMoisture, Peña felt his approach to his work spurred her in the right direction. “It was like God putting something in me that kept building and burning,” says Peña while describing the time that led up to Bodega 7’s birth. “You know, I would talk to my brother about this, how I felt like I didn’t have a talent. Like some people are singers or dancers – my brother looked at me and said ‘your talent is that you can see talent.’”
Since her time at SheaMoisture and while building Bodega 7 from the ground up, Peña has had her fair share of struggles. “There’s been countless times where I’ve not only been the only woman in the room, but the only person of color in the room,” says Peña talking about representation. “I’m going into these meetings knowing that this isn’t just about me.”
Peña invests much of her time in the getting to know and accessing the needs of her clients. You’ll often see her in the Instagram and YouTube videos of them, laughing and enjoying each other’s company. “Yeah, it’s not usually that common,” says Peña regarding the close relationship she holds with her clients, “But that how I work. I need to know you and see what’s your drive and purpose so I know if I can get behind you and help you get where you need to go. It doesn’t matter if we have different views or beliefs, so long as that alignment is there, we’re good.”
Peña plans to continue the expansion of the currently bi-coastal organization, traveling between Los Angeles and New York City to work with clients in either location.
When thinking of advice to give women trying to get into business or pursue an ambition, Peña says, “God has not given you a spirit of fear. He’s given you everything that you need. So take it, and do it, fearlessly.”