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" ... Over the last year Rivera closed the doors on her brand marketing agency, bybabba, while raising money for Ceremonia during the pandemic as she was an expectant mother. She knew it wasn’t going to be an easy feat, but her strategy of prioritizing the right people over a check paid off. “I knew I wanted to build Ceremonia for scale from day one and to do so, I prioritized the right people over just a check. In a way, I felt as if I wasn’t really raising money- for us it was more important to build the foundation to a category-defining business through the right people. Ultimately, I wanted my cap table to reflect the values of the company I’m building and decided to invite some notable angel investors from my network who could also serve as strategic advisors. Interestingly enough, I found that angel investors have come much further in their bet for diverse founders than traditional VCs. Many angel investors are former founders themselves and can as such relate to the journey of a founder very well, whereas VCs are mainly looking to replicate their known formula of success– which traditionally doesn’t include people like me,” Rivera said. ... "