How we named our small business
Why Black Monarch? Well, let’s go on a journey….
When I set out to start a business I knew I wanted to include my name somehow. Saying that sounds kind of vain, I know, but I didn't want to include my name for my sake, but to pay respect to my family. My last name, Reyes, means “Kings” in spanish. I wanted to somehow include that, or a form of it, in the name somehow. I thought about things like royal, sovereign, majesty etc… Then I thought, Monarch. When I came across Monarch I knew it was perfect. But first, some more backstory…
My grandparents came to the US from Mexico in 1956. With 4 kids already and pregnant with my father, they made their way to Chicago, where they would settle for the rest of their days. Eventually having 9 children in a 3 bedroom apartment on the south side of Chicago’s Little Village neighborhood. I spent the first 21 years of my life on that same street, California Ave, and most of the Reyes family still lives there today. This story is important because for those first years my grandfather worked as a woodworker and cabinet maker. He used his hands to make a living for his family. Eventually, he would work full time in a factory that made electrical components, but he never lost his passion for working with wood. That passion would be passed down to his 7 boys. One by one they would have to take turns helping in the basement, or on the job site, often taking tools and materials across town on the city bus! As I grew up, that same passion took hold and when I had the chance, I set up shop in my basement and got to work.
Reyes is more than a name for me, it’s my heritage, it makes me who I am. The people who carry that name alongside me are the reason I have become who I am. Monarch, for me, pays homage to that, and reminds me everyday of where I’m from, where I've been, and what is really important to me. But, Monarch has more than one story.
The Monarch butterfly is a remarkable being. One of the most beautiful insects in the world, it also has the most amazing migration pattern of all creatures. Each year generations of Monarchs make their way from sanctuaries in Mexico across the border to the US. That migration is the same path my grandparents took. Furthermore, my wife is also a first generation immigrant to the US from Mexico, and the Monarch has become a symbol for her as well. Over the years we have turned our home into a Monarch habitat. We've replaced our lawn and substituted Milkweed, and nectar plants for visiting Monarchs to feed and lay eggs. So, when I came across the word Monarch, it was a no brainer for me to make that part of our brand and story.
A business brand is more than a name, I get that, but having a name with a true connection to who I am, my history, and my family makes me work harder than ever to make this business a success. I am eternally grateful to every customer, fan, follower, and reader who comes across our business. It means another connection, another new face and a new story. One by one I hope our work brings joy, and meaning to those who own it.