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

Hi Sandra, what was your thought process behind starting your own business?
My thought process behind starting my own business came from a desire to create something that reflected both my personal journey and my passion. For me, Noir by Sandra isn’t just about fashion — it’s about elegance, confidence, and reminding women that no matter what they’ve been through, they can rise and stand tall.

I’ve always loved style, but I also wanted my brand to carry a message. That message ties closely to my book, Beauty Was Buried Deep: A Journey Through Trauma, Healing, and Spiritual Awakening. Writing the book allowed me to share my own story of resilience and growth, and starting my business gave me another way to empower women — this time through what they wear and how they feel about themselves.

So the thought process was really about alignment. I asked myself: how can I combine my experiences, my love for fashion, and my story into something that not only provides beautiful pieces but also inspires? Both my business and my book are part of that vision — helping others see that beauty, strength, and success are already within them. Noir by Sandra and Beauty Was Buried Deep are simply two different expressions of that same mission.

What should our readers know about your business?
Noir by Sandra was born from my passion for fashion and my desire to empower women through style. I wanted to create a brand that’s not just about clothing but about confidence, elegance, and self-expression. My pieces are designed to make women feel elevated and beautiful without having to sacrifice affordability.

This mission also connects to my book, Beauty Was Buried Deep: A Journey Through Trauma, Healing, and Spiritual Awakening. Both my brand and my book come from the same vision — helping women rise above challenges, embrace their strength, and step into their higher selves.

The journey to get here hasn’t been easy. Like many entrepreneurs, I faced challenges with resources, self-doubt, and learning how to navigate the business side of fashion. But I leaned on my resilience, faith, and creativity to keep moving forward. One thing I’ve learned along the way is that growth happens outside of your comfort zone — every challenge has taught me something valuable and strengthened my vision.

What sets Noir by Sandra apart is the heart behind it. My brand isn’t about following trends; it’s about creating timeless, empowering looks for women who want to feel good in their skin. I want the world to know that Noir by Sandra represents more than fashion — it’s about choosing yourself, rising above obstacles, and embracing your beauty inside and out.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend came to visit, I’d want to give them a taste of both the energy and relaxation Atlanta has to offer. We’d start with brunch — Atlanta has so many great brunch spots, from local cafés to rooftop restaurants with skyline views. I’d also make sure we walked the BeltLine and spend some time in Piedmont Park, just to soak in the city’s vibe.

In the evenings, I’d take them to a rooftop lounge or a spot with live music because Atlanta’s nightlife has such a creative and vibrant feel. I’d also want to mix in some cultural experiences — maybe a visit to the High Museum of Art or a stop in Little Five Points for its unique shops and energy.

For me, the best time isn’t just about one restaurant or place, but about the mix of good food, good music, and great conversation while exploring the city.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My biggest shoutout goes to my daughter, Tatiana Boyce. Watching her launch her own jewelry line gave me the inspiration and courage to step into entrepreneurship myself. Her creativity and determination reminded me that it’s possible to build something meaningful from your passions, and she continues to motivate me every day.

I’d also like to give credit to the book The Four Agreements by Don Miguel Ruiz. Its wisdom helped shift my mindset and reminded me of the power of authenticity, self-belief, and staying true to my path. Both Tatiana and this book played a key role in shaping the way I approach my business and my life.

Website: https://noirbysandra.com

Instagram: https://www.instagram.com/noirbysandra/

Facebook: https://www.facebook.com/profile.php?id=61578721508536

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