IYLIA: The Art of Crafting a Purpose-Driven Brand
Looking Ahead: Building a Socially Conscious Business
When I initially pivoted IYLIA into the luxury beverage space, it was the culmination of over a decade of experiences. For 10 years, I had traveled to Spain for business, and for nearly six years, I manufactured IYLIA footwear and accessories there. My vision was to create something beautiful - something that captured the vibrancy, culture, and traditions of Spain. I wanted every bottle to tell a story, to bring people together, and to celebrate life’s most cherished moments.
But as time went on, I realized IYLIA could be so much more than that. God placed it on my heart that IYLIA was destined for a greater purpose.
I didn’t just want to create a brand that made people feel good - I wanted to create a brand that did good.
A Pandemic Revelation
The decision to pivot IYLIA into a beverage brand came during the pandemic, a time when the world felt upside down and we were all rethinking what truly mattered. One day, as I sat at home watching YouTube, I stumbled across an interview with Nic McKinley, the founder of the Deliver Fund.
Nic, an ex-CIA agent, has dedicated his life to combating human trafficking. His story stopped me in my tracks. Before that moment, I had only a surface-level understanding of human trafficking. Like many, I assumed it was a problem happening in faraway places. But Nic’s words shattered that illusion.
I learned that human trafficking is modern-day slavery, and shockingly, the United States has the largest trafficking problem in the world. This wasn’t some distant issue—it was happening right here, in our communities, affecting the most vulnerable among us.
When I learned this, I couldn’t not help.
Who Is Most Affected by Human Trafficking in the U.S.?
Human trafficking in the United States disproportionately affects certain vulnerable populations. Traffickers often target individuals who face social, economic, or personal challenges, making them more susceptible to exploitation. Here are the groups most affected:
1. Women and Girls
• Sex Trafficking: Women and girls are the most common victims of sex trafficking, often coerced into prostitution, pornography, or other forms of sexual exploitation.
• Vulnerability Factors: Poverty, homelessness, abuse, and lack of stable family support increase their risk.
2. Children and Adolescents
• Runaway and Homeless Youth: Children who run away or are homeless are particularly vulnerable, as traffickers exploit their lack of resources, shelter, and support.
• Foster Care System: Youth in the foster care system are at higher risk due to instability and limited access to long-term support.
• Online Exploitation: Traffickers often lure children through social media and online platforms with false promises of love, care, or opportunity.
3. LGBTQ+ Individuals
• LGBTQ+ youth, especially those who are homeless or rejected by their families, face heightened vulnerability to both sex and labor trafficking.
• Discrimination, lack of family support, and homelessness make them prime targets for exploitation.
4. Immigrants and Undocumented Workers
• Labor Trafficking: Immigrants, especially those without documentation, are often exploited in industries like agriculture, domestic work, construction, and hospitality.
• Language Barriers and Fear of Deportation: These factors make it harder for immigrant victims to seek help or report their traffickers.
5. Native Americans and Indigenous Peoples
• Indigenous women and girls experience disproportionately high rates of trafficking, often linked to systemic inequality, poverty, and lack of access to resources.
• Geographic isolation and jurisdictional issues on reservations can limit their access to support services and legal recourse.
6. People with Disabilities
• Individuals with physical or intellectual disabilities are targeted because they may have difficulty recognizing or reporting exploitation.
7. People Living in Poverty
• Economic hardship creates desperation, making individuals more likely to fall victim to traffickers’ false promises of employment, shelter, or financial stability.
8. Survivors of Prior Abuse
• Individuals who have experienced domestic violence, sexual assault, or other forms of trauma are at a higher risk of being re-trafficked due to vulnerabilities created by their prior experiences.
Understanding who is most at risk helps guide prevention efforts, improve support systems, and shape policies to address the root causes of trafficking.
Why I Chose to Partner With the Deliver Fund
After learning about human trafficking, partnering with the Deliver Fund felt like the most natural step forward. Their mission to use technology and intelligence to fight human trafficking resonated deeply with me. I realized IYLIA could play a small but meaningful role in supporting their efforts.
Now, for every bottle of IYLIA sold, we donate $1 to the Deliver Fund. It’s our way of turning awareness into action and giving our customers an opportunity to make a difference, too.
What I love most about this partnership is that it makes every bottle of IYLIA more than just a beverage. It becomes a step toward freedom and dignity for those who need it most.
Crafting a Brand With Heart
When I think about why IYLIA exists, it’s so much bigger than creating premium products. IYLIA is about connection. It’s about bringing people together to enjoy life’s moments while standing for something meaningful.
For me, it’s also deeply personal. As a Black woman and an entrepreneur, I understand what it means to face challenges and break barriers. I wanted IYLIA to reflect those values: resilience, empowerment, and a commitment to making the world a better place.
Looking Ahead
There’s still so much I want to do with IYLIA. I want to expand our global footprint—not just to sell more bottles but to make an even greater impact. I want to shine a light on issues that matter, empower communities, and inspire others to use their platforms for good.
Every time someone purchases a bottle of IYLIA, they’re helping us fight human trafficking. They’re joining a movement that says freedom and dignity are rights that belong to everyone.
Ways You Can Join Our Fight
1. Shop IYLIA Online: Visit IYLIA.com to explore our collection and make a purchase that supports our mission.
2. Support Us on Amazon: Purchase IYLIA on Amazon and leave a review to help us reach more people.
3. Spread the Word: Share our story and mission with your network to amplify the impact.
For me, that’s what it means to be purpose-driven. It’s about more than building a successful business—it’s about creating a legacy of impact, one bottle at a time.
Cheers to living with purpose and making a difference together.
Oxo,
Layla-Joy
Beautifully written!