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Article: PERSPECTIVES UNHEARD: Jana Cantúa

PERSPECTIVES UNHEARD: Jana Cantúa

PERSPECTIVES UNHEARD: Jana Cantúa

 

Jana Cantua, Photographer

JANA CANTÚA - Photographer, Mexico City

 

Tell us about a time you felt seen and heard and how it impacted you?

I’ve always been an introvert, and expressing myself with words has never come easily.
One day on set, I was having lunch with Paulina Chávez and her mom, Patty. We were creating some imagery that was a nod to Mexican heritage so I started opening up about my upbringing, my hometown, basically my whole life story and how that led to the work I make now. I remember thinking: Did I make any sense? Did I overshare? 
A few months later, Paulina nominated me for a list honoring powerful women. In her interview, she spoke about me in a way that was so moving. She saw me. She understood my story. And she chose to lift it up when I wasn’t even in the room. This moment made me realize I don’t need to pretend to be someone else to be heard. There is also power in softness. In being quiet and grounded and still having something to say. And I’ve learned that when I show up as I am, I can create space for others to do the same.


What is your earliest scent memory? 

My earliest scent memory is the smell of piloncillo in my mom's kitchen. The sweet, earthy scent would fill the kitchen on quiet afternoons at home when she would make empanadas. 

 

What's a scent that reminds you of feeling whole?

There are so many scents I love, but what really reminds me of feeling whole is the fresh, bright aroma of fruits like mango and lime. That lively, juicy scent mixed with soft floral notes, like rose and lavender, with a hint of warm spice feels like home to me. It’s comforting and energizing at the same time.

 

My favorite scent right now is Purple Noon. I've always been drawn to ginger as a food and a scent, and I didn't know until looking it up that this fragrance had ginger in it. So funny how we are subconsciously drawn to things sometimes.


 

Does scent play a role in any of the rituals in your life?

Every afternoon, I step out to my herb garden and breathe in the fresh aromas as I water my plants. It is my way to unwind and reset. I also love wearing fragrance every day before going to work, I'll usually wear something like Purple Noon or something with palo santo in it. After cleaning I often light a candle to make the space feel cozy and inviting. 


How has community played a role in your journey thus far?

Community has played a huge role in my journey. Growing up very independent, I wasn’t used to looking for guidance or support. But over time, I saw how powerful it is.
A client once cleared out their entire store so I could have my first exhibition there. A mentor I deeply respect still mentions my name in rooms I’ve never entered. Strangers have become art collectors, offered connections, left encouraging words. People have trusted me with their stories, their brands and their vision. What stays with me the most are the times people say they feel represented by what I’ve made. This work isn’t just for me. It’s for the community. To reflect stories that deserve to be seen and to create something that helps people feel like they belong.

 

Does scent play a role in your creative process?

While I hadn't consciously connected scent to my creative process before, I know that the subtle aromas in my environment (like fresh flowers or spices) help me feel inspired and open to creativity.

 

If your soul had a scent, what would the notes be?

If my soul had a scent, it would open with lavender and cempasúchil, soften into ylang ylang and geranium, and settle into the warmth of cedarwood and piloncillo, with a hint of ginger. Floral, earthy, and spicy. 

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