Planning Sparked a Business

Photo by Anthony Arroyo/Hola Iowa

By Lily Allen-Dueñas, Hola Iowa

While the saying goes, “If the plan doesn’t work, change the plan but never the goal,” entrepreneur Linda “Lunita” Eclatt prefers saying, “If the plan doesn’t work, change your planner and not the goal.”

Eclatt, also known affectionately as Linda Lunita, is a Colombian American business owner based in Des Moines, Iowa. Her journey as an entrepreneur stems from a passion for creativity and “all things cute!” Growing up, her father wanted to name her Lunita, meaning “Little Moon.” She paired her bright personality with her nickname to create her business, Lunita Planners. She loves seeing people light up when they walk into her shop and sift through her planners. They often exclaim, “How cute!” or “I love these little dancing strawberries!”


After experiencing a lack of routine following a fire at her previous job, she felt lost. She needed a routine to get back her sense of structure, so she ordered a planner online. Frustrated by weeks of waiting for it to arrive in the mail, Eclatt took matters into her own hands. “I decided to create my own planner, tailored to my needs as a graphic designer and a busy mother.”

Friends and family loved her design and before she knew it, she was customizing planners for others based on their careers and preferences. Eclatt has over ten different options for planners that include mood tracking, water intake, brainstorming, and more. She’s even developed planners specifically for teachers with sections for tax deductions and lesson planning. What sets Lunita Planners apart is not just her creative, cute, and pun-filled designs, but her keen understanding of her clientele. “There are different needs for different people, so I have to put myself in their shoes, think about what they need, and solve their problems.” When the planner she initially ordered finally arrived, it took her all of thirty seconds to realize, “My planner is better.” 

With her first collection of 21 different themes ranging from orange fever and celebrating Vitamin “P” for planning, to sushi because it will help “maki your day shrimply the best,” Eclatt’s designs are playful, and meaningful. 


Having a planner worked magic on her mental health and sense of purpose and direction. “I want my planners to be more than just tools; I want them to be therapeutic,” she shares. Incorporating marker-ready mandalas and cute animals as dividers promotes mental well-being and helps to increase productivity. These coloring pages paired with the cuteness of her designs connect people to their playful side. The thoughtfulness and intentionality of including these pages for clients to de-stress is part of who Eclatt is at her core.

Photo by Anthony Arroyo / Hola Iowa

She has honed her skills not just as an adept graphic designer, but unique skills like deciphering what people need to cultivate organization, structure, and success. “There is a different approach to planning in Hispanic culture and in American culture,” Eclatt explains. Growing up in Colombia and raising children in Iowa has given her the gift of understanding two diverse cultures and the mindsets that often go along with them. She understands that some people need a lot of structure, while others prefer more room for flexibility. 


Reflecting on her journey and the challenges she has faced, Eclatt offers three powerful pieces of advice for fellow Latina entrepreneurs seeking to embark on their own creative ventures:

  1. Keep pushing. At first, you’re not going to see many results. Persistence is key.
  2. Find your fans. Not everyone will love your work, and that’s okay.
  3. Use your language and your heritage to your advantage. We as immigrants have been exposed to other ways of thinking. You’re going to be different and original – use that to find your niche.

Eclatt underlines the crucial role of organization and daily discipline, especially for Latina entrepreneurs. She stresses the transformative power of using planners or daily task lists, noting that taking just 5-10 minutes to plan can lead to increased productivity and a more relaxed mindset. “If you have your notes, to-do list, and schedule all in one place, you will operate better. You will see results.” She speaks from experience. From a single planner created for herself to a rapidly growing business at Mainframe Studios in Des Moines, her story is a testament to the power of organized and intentional planning. 


JEFAS Magazine is a collaboration of writers, photographers, social media managers, editors, translators, and designers from across Illinois, Iowa and the Midwest – all of whom are Latinx. It is the first magazine created by the Latinx community, for the Latinx community that focuses on how they are boosting the economy, giving back, and filling the gap between what is needed and what is available in the state. 

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