Suzette Quintanilla

Suzette Michele Quintanilla-Arriaga (born June 29, 1967) is an American business executive who is the current chief executive officer of Q-Productions. Suzette began her musical career as the drummer for Selena y Los Dinos, a Tejano band that featured her elder brother, A.B. Quintanilla, on bass guitar and her younger sister, Selena, as the lead vocalist. In 1989, the group secured a recording contract with EMI Latin. Following a series of critically acclaimed and commercially successful albums, the label strategized a crossover for Selena into the mainstream English-language pop market. After Selena's death on March 31, 1995, Suzette retired from performing and devoted herself to safeguarding and promoting Selena's image through a variety of initiatives in collaboration with her family. She oversaw operations at the Selena Etc. boutiques, later expanding the brand's presence into major department stores, before the boutiques' closure in 2009.

Suzette was appointed chief executive of Q-Productions in May 2016, after her father, Abraham Quintanilla stepped down. She oversees the label's operations, manages the Selena Museum, and directs licensing initiatives for Selena-related ventures. Under her leadership, Selena-themed graphic T-shirt collections were introduced into major retail outlets such as Forever 21, Hot Topic, Target, and Urban Outfitters. Her collaboration with MAC Cosmetics on a Selena-inspired makeup collection marked the most significant product launch in the brand's history, becoming one of its most sought-after and critically acclaimed releases. Suzette served as executive producer of '' Selena: The Series'' (2020–21) on Netflix, which ranked among the platform's most-streamed TV series across the United States, Mexico, and regions of Central and South America. Suzette's involvement in these projects, along with the creation of a Selena wax figure for Madame Tussauds Hollywood, has contributed to maintaining and increasing Selena's visibility in popular culture.

Suzette remains active in the music industry, having managed and promoted artists such as Jennifer Peña, Isabel Marie, and Los Tres Reyes. She served as executive producer for the spoken liner notes included in the 2002 reissues of Selena's albums, including on '' Momentos Intimos'' (2004), acted as a consultant for '' La Leyenda'' (2010), and contributed to the visual design and artistic direction of '' Moonchild Mixes'' (2022). The Quintanilla family has been subjected to public censure by some fans and journalists who have articulated reservations about the commodification of Selena's image, particularly concerning her posthumous releases.

Since its inception in September 1995, Suzette has served as a board member of the Selena Foundation, a nonprofit organization that allocates financial support to students, initiatives aimed at encouraging school retention programs, and has donated over $100,000 to hospitals, schools, food banks, shelters, and other philanthropic causes. Suzette has advocated for the importance of education by addressing student audiences and has participated as a keynote speaker at fashion events and mother-daughter workshops. Through various forms of media engagement, she has promoted awareness among young girls on nutrition, physical activity, and mental wellness.

Life and career

1968-1982: Early life and music career

Suzette Michele Quintanilla was born on June 29, 1967, in Corpus Christi, Texas, to Abraham Quintanilla, a former Army musician and founder of the Chicano band Los Dinos, and Marcella Quintanilla (née Samora). She was the second of three children; her older brother A.B. Quintanilla was born in 1963, and her younger sister, Selena Quintanilla was born in 1971. At the time of Suzette's birth, Abraham was active with Los Dinos, whose recording, ''Los Dinos a Go Go'', was released under Bernal Records in 1968. Los Dinos' commercial viability declined, prompting Abraham to prioritize economic stability over musical pursuits. After several unsuccessful investments, he relocated his family to Lake Jackson, Texas. He shifted toward a more conventional lifestyle, though he continued his musical aspirations by singing in his spare time. Abraham began instructing A.B. in bass guitar, prompting Selena to sing in front of them for attention. After realizing that Selena could sing, Abraham recalled, "I saw the continuation of my dreams."

Abraham formed a band comprising his children: A.B. on bass, Selena as lead vocalist, and Suzette on drums. Although initially unenthusiastic, the children participated regularly in rehearsals and performances. During one summer, a visiting cousin temporarily assumed the role of drummer, allowing Suzette a brief hiatus from performing. Suzette expressed discomfort with drumming, which she viewed as a traditionally masculine role, and was initially resistant to participating, often fighting against it. Suzette perceived female drummers as uncool and expressed a strong aversion to playing the drums. Selena had persuaded Suzette to remain in the band and helped her overcome being shy. Abraham would entertain relatives with the band, the children frequently opposed it, but eventually learned to like playing.

According to Selena's biographer, Joe Nick Pastoski, Suzette "had a quick mind, a sharp wit, and the physical wherewithal to play drums". Suzette, during training, never used her wrist while drumming, which she felt held her and the band back. She eventually became more proficient at the drums. In the summer of 1980, Abraham opened Papa Gayo's, a Tex-Mex restaurant featuring Selena and Company as the restaurant's entertainment. While not performing, the children helped by busing the tables. Abraham, longing to reenter the music industry, left his job to manage the venture full-time, occasionally joining the band as an additional guitar player. Suzette continued to resist performing at the restaurant, as it was frequented by kids from her school and their families. She felt deeply self-conscious while performing at the restaurant.

One night, a local disc jockey saw the group perform and told Abraham, whom he knew during his time with Los Dinos, that Selena had potential. Abraham said he "won't take her childhood away from her. I'm not going to push her." During the 1980s oil bust that resulted in a recession in the United States, Papa Gayo's was closed by March 1981. Abraham filed for bankruptcy, and the family was evicted from their home. The family moved from Lake Jackson back to Corpus Christi, living with relatives. Abraham decided to promote the band, now called Selena y Los Dinos, playing Tejano music. The children opposed playing Tejano music and wanted to perform English-language pop songs.

1983-1988: Selena y Los Dinos

In 1983, Selena y Los Dinos recorded their first singles on Freddie Records. The singles received little airplay and generated no sales. In 1984, Freddie Records released the group's first cassette album '' Selena y Los Dinos'', but offered negligible marketing support, deeming the group an unviable investment compared to its more established roster. Freddie executives dismissed Selena y Los Dinos as underdeveloped, advising Abraham to revisit the idea in six years, predicting they lacked immediate commercial viability. Abraham severed ties with Freddie Records and moved the band to Bob Grever's Cara Records, where they released ''The New Girl in Town'' (1985). Shortly thereafter, Manny Guerra departed Cara Records to establish G.P. Productions, dissolving the group's contract and bringing them into his label in 1986. During this period, Selena y Los Dinos performed relentlessly at private events, community fundraisers, local functions, and any venue that offered potential exposure. The rigorous schedule was socially isolating for Suzette, who noted that their only presence at school dances was as the featured entertainment.

Abraham relentlessly sought performance opportunities for Selena y Los Dinos, lobbying promoters despite repeated rejections rooted in gender bias and a preference for male acts. His efforts met little success, and promoters eventually dismissed him as unreasonable and stopped engaging. Ruben Cubillos, a Houston promoter, characterized Selena y Los Dinos as "kids making noise" and occasionally discordant, yet acknowledged their drive and potential. Abraham faced widespread doubt about Selena's market appeal and the band's distinctiveness amid a saturated regional scene. His persistent advocacy earned him a reputation for being difficult and emotionally volatile in industry circles. The group's earnings were minimal, often covering only travel expenses. Abraham prioritized paying band members Ricky Vela and Roger Garcia before dividing any remaining funds among his children, which were frequently insufficient beyond eating at Whataburgers. Reflecting on this period, Selena stated, "We wanted to make it, so we did everything we could". In 1985, Selena y Los Dinos performed on the '' Johnny Canales Show''.

Their 1986 single, " Dame Un Beso" generated considerable airplay, becoming Selena y Los Dinos' first commercially acclaimed single of their career. The song was one of the most played songs on radio stations in Texas while ranking at number one in El Paso, Texas. Their album, ''Alpha'' was a moderate success for the group, which provided them with a growing fan base. Selena's win for the Tejano Music Award for Female Entertainer of the Year caused controversy as audiences were shocked that a 15-year-old dethroned the genre's frontwoman Laura Canales. Selena y Los Dinos was also nominated for Most Promising Band, making Selena the only female artist to be nominated outside of the Female Vocalist category. ''Alpha'' was also nominated for the Tejano Music Award for Album of the Year, while A.B. introduced a drum machine to support Suzette.

In April 1987, '' And the Winner Is...'' was released, which followed '' Muñequito de Trapo'' (1987). The album alludes to the accolades Selena y Los Dinos accrued since their entry into the music industry. ''And the Winner Is...'' encompassed " La Bamba", a pop cover of Ritchie Valens 1957 song, which was released as a single in the summer of 1987. Tim Baker of ''Newsweek'' characterized the track as a "clubbified remix". "La Bamba" emerged as the most memorable track off ''And the Winner Is...'', and was released in the wake of the success of Miami Sound Machine. "La Bamba" entered the US ''Billboard'' Hot Latin Tracks chart in August 1987, marking Selena y Los Dinos' inaugural appearance on a music chart; it eventually peaked at number 20. Selena y Los Dinos' version was released around the same time as Los Lobos' rendition, which supported the film '' La Bamba'' (1987). Abraham recollected how A.B. could not rival Hollywood, and the group's version began to decline on the chart as Los Lobos ascended; "we were an unknown group, they knocked us away," Abraham later remarked.

In 1988, Selena y Los Dinos released '' Preciosa'' and ''Dulce Amor'', marking a turning point in their career. The band became one of Texas's most requested Tejano groups on radio stations. At the 1989 Tejano Music Awards, following La Sombra's withdrawal, Rick Trevino invited Selena y Los Dinos to open the ceremony. The event drew industry executives, including scouts from CBS Records and newly established EMI Latin. While CBS presented a higher financial offer, EMI Latin president José Behar expressed a strong interest in signing the group. Abraham favored EMI's proposal, drawn by the label's promise of a future crossover into the mainstream market. Abraham was intent on positioning his children as pioneers of the new imprint, the group rebranded simply as Selena.

1989-1995: Band crew chief and Q-Productions

Production on the group's debut album began in June 1989, aiming to break into the international Latin market with plans for an English-language crossover. ''Selena'' featured trendier, more experimental sounds and marked the first collaboration with newcomers Pete Astudillo and Joe Ojeda. Suzette took over the group's marketing and managed their merchandise. She sold T-shirts, ball caps, and beer-can coolers featuring the Selena y Los Dinos logo. In 1991, after attending a concert, Yolanda Saldívar became a fan and repeatedly asked Abraham for permission to start a fan club after finding no souvenirs from that night. After meeting her, he agreed, allowing her to run it from San Antonio. Suzette became the contact person between Saldívar and the family. Suzette was focused on merchandising and welcomed Saldívar's involvement. They became friends and Saldívar became part of the family.

Suzette informed Abraham of Selena and Chris Pérez's relationship, which they had attempted to keep hidden from their parents. According to Pérez, Suzette previously assured them she would deny any knowledge if questioned. Abraham strongly opposed the relationship and pressured Pérez to end it. Pérez later speculated that Suzette's disclosure may have stemmed from a disagreement between the sisters or a moment of tension. Following the confrontation, A.B. and Suzette temporarily limited their communication with Pérez. After a subsequent, more intense dispute in which Abraham fired Pérez, Selena and Pérez secretly eloped on April 2, 1992. Abraham opened his recording studio and talent-management firm, Q-Productions, in late 1993, while Suzette ran marketing for artists signed to the label.

Suzette became the group's crew chief, and began to play a pivotal role in styling the band and refining their visual presentation. Suzette emphasized that Selena y Los Dinos did not adhere to conventional Tejano music formulas; instead, their sound emerged organically from their lived musical experiences. As a female-fronted ensemble—an anomaly within the genre—they deliberately chose not to emulate prevailing norms. Their guiding philosophy was to focus on cultivating their own artistic identity rather than imitating others, noting that if audiences enjoy what they are doing, "that's all you got to worry about." After '' Ven Conmigo'' (1990) became the first Tejano album by a woman to sell 50,000 units, ''Entre a Mi Mundo'' (1992) marked the group's breakthrough, and '' Amor Prohibido'' (1994) became the best-selling Tejano album of all-time, EMI Latin believed Selena was ready to crossover. She signed with SBK Records to begin work on an English-language pop album, while Suzette and the band stepped back as pop producers took over. Suzette expressed uncertainty about her ability to drum in a pop music context.

On March 9, 1995, Saldívar attended a meeting with Suzette, Abraham, and Selena, during which she was confronted about discrepancies in financial records and missing funds from the fan club and Selena Etc. boutiques. Suzette's perception of Saldívar shifted after learning of prior complaints and the findings of Abraham's investigation. She regarded Saldívar as highly manipulative, who exploited privileged access to information for personal gain. Frustrated by Saldívar's evasiveness to Abraham's questions, Suzette accused her of dishonesty and being a thief. Terri Langford of the '' Brazosport Facts'', characterized Suzette's conduct during the meeting as a verbal assault on Saldívar. On March 31, 1995, Saldívar lured Selena to her hotel, where she shot and killed the singer. Suzette expressed a sense of personal responsibility for introducing Saldívar to Selena. She conveyed feelings of betrayal, noting that Saldívar had become a friend and felt that she had manipulated her way into their circle.

Media coverage of Selena and speculations surrounding her death ranged from marginally credible assertions to hyperbolic and patently spurious claims. Following Selena's death, the Quintanilla family resolved to preserve her legacy, devoting themselves to promoting Selena's name in various media. An individual falsely claiming to be the family's spokesperson began appearing in televised interviews. Intensified media scrutiny and public reaction strengthened the family's resolve to safeguard Selena's image, especially as unauthorized projects proliferated without their consent, and cultural divergences increasingly fueled public and televised conflicts. On July 10, 1995, the Quintanilla family and Pérez signed a settlement agreement, granting Abraham executorship over Selena's estate, including rights to her likeness, business interests, properties, and assets. Abraham asserted that his children and Pérez lacked his depth of industry knowledge, claiming that without his leadership, the business would collapse. The remark was poorly received, prompting negative public and media reactions, with critics portraying him as overly controlling in familial and professional contexts. Suzette refuted claims of being controlled by Abraham, asserting her independence and noting that she lived separately with her husband, maintaining her household and life.

1995-2009: Selena Etc. and fashion entrepreneurship

Following Selena's death, Suzette and Pérez deliberated over the future of the Selena Etc. boutiques, initially questioning the viability of maintaining both locations. Suzette initially hesitated to take on the responsibility of managing the stores, but volunteered to run them. Ultimately, Suzette and Pérez resolved to keep the stores open in honor of Selena's vision, which Suzette regarded as her own. Her decision to manage the boutiques stemmed from a deep sense of devotion, believing Selena would have done the same for her. Suzette retired from performing and redirected to expanding the boutique's reach. In an interview with ''Estylo'', she clarified that her decision did not stem from relinquishing her aspirations, but rather from a diminished passion for performance following Selena's death. Suzette opened the Corpus Christi store on April 20, and the San Antonio store on May 16 with fans lining up hours before the stores opened, assuming management, and responsibility for the administrative operations of both locations. She received help from her uncle Isaac Quintanilla, who handled the relationships with the manufacturing companies that supply the store.

The Selena Etc. boutiques became pilgrimage sites for fans, requiring traffic control to manage the crowds. The constant outpouring of grief overwhelmed Suzette, leading her to work from home. She described the experience as chaotic and emotionally exhausting, often retreating to cry after hearing fans' stories, contributing to a period of depression. Though initially unprepared for retail challenges, she eventually found purpose in running the boutiques. She oversaw the completion of projects Selena had begun, including the publication of a Winter 1995 fashion catalog featuring the singer's final designs. She collaborated with Pérez to finalize a fragrance line that was in development at the time of Selena's death. After Selena's death, boutique sales surged. Suzette emphasized that their efforts to protect Selena's image stem from a commitment to her legacy, not profit. In May 1996, Suzette, Abraham, and Isaac launched a clothing line inspired by Selena's design sketches, with input from Sandra Gaona, who had worked with Selena before her death. The collection drew pre-orders from Spain, the United States, Ecuador, and Mexico. In February 1997, clothing manufacturer Jerell began developing a Selena-branded apparel and accessories line under a licensing deal with Suzette. The clothing line, co-designed by Suzette and Sandra Salcedo, debuted in New York showrooms in September.

Salcedo's designs were inspired by Selena's personal and evening wear, avoiding her signature spandex, rhinestones, and bustiers. Suzette believed the line reflected Selena's vision: stylish, youthful, comfortable, and affordable. Aimed at young women, the collection included sportswear and launched to strong industry praise, highlighting Selena's cultural influence. The summer 1998 fashion line shipped to 50 Sears locations in Hispanic markets, later expanding to over 200 Sears and J.C. Penney stores nationwide. Focus groups favored the bright, upbeat designs and valued the inclusion of Selena's signature as a branding element. Sales soared in the first week, prompting a toll-free number to help customers find the nearest Sears store carrying the collection. Salcedo described the collection as a modern take on retro 1960s and 1970s styles, featuring silhouettes, and a cleaner, fashion-forward palette. Suzette called the line "very hip, very sexy, ndvery fun", a sentiment echoed by consumers and industry insiders. Roy Campbell of ''The Philadelphia Inquirer'' praised the collection for its blend of vibrant junior trends with Selena's signature stretch fabrics. Doreen Rivera of '' Latina'' magazine noted the fashion industry's historic neglect of the Hispanic market, calling the Selena line a powerful affirmation of its style and influence. While some saw it as niche, Suzette rejected that label, insisting the collection had universal appeal. Strong early sales led Sears to expand the line to more stores and request a children's collection. The summer 1998 line entered markets in Mexico and Puerto Rico, with the "Selena" label gaining international recognition and spotlighting the Hispanic youth market. Initially projected to earn $5 million, the line doubled expectations, generating $10 million in its first year. A portion of the proceeds supported the Selena Foundation. The venture also created new jobs based in Dallas. By October 1998, Salcedo and Suzette began work on the Spring 1999 line, completing designs by December.

Suzette discovered and developed her business aptitude through her work managing the boutiques. In October 1999, Suzette opened Moon Child, a standalone children's clothing store. The store was aimed at parents seeking contemporary fashion-forward styles for their children. She extended the reach of Moon Child and Selena's fashion lines into major retailers, including J.C. Penney, Mervyn's, and Sears, and secured contracts with the U.S. Army and U.S. Navy for distribution on military bases nationwide. Suzette contributed beauty tips for Hispanic women in ''Latina Beauty'' (2001), a bilingual fashion book published by the editors of ''Latina'' magazine. Some critics have questioned her continued involvement in projects related to Selena, suggesting it may be an attempt to capitalize on her sister's works. Suzette responded that she would not have continued the fashion line if she believed it was contrary to Selena's wishes.

Rose Ybarra of '' The Monitor'' believed Suzette had a strong eye for fashion, shaped by her attention to detail and training in cosmetology. In 2002, production of the Selena label was discontinued as the boutiques shifted to selling non-Selena-branded clothing. Suzette explained that the cessation was partly due to a stalled transition into Walmart, which disrupted plans for broader distribution. By March 2005, the Selena Etc. boutique began profiting, following the closure of the San Antonio location, closure of the salon portion of the store, and focusing on women's and children's clothing. Writing for ''Latina'' magazine, Damarys Ocaná called the boutiques "a trendy business" following its restructuring, while foot traffic at the remaining store was erratic. The San Antonio location closed as Suzette found managing it from her Corpus Christi office logistically challenging. The Corpus Christi store closed in June 2009, with the remaining memorabilia subsequently relocated to the Selena Museum.

1996-present: Management at Q-Productions and Selena Museum

Suzette began marketing artists for Q-Productions, including Jennifer Peña. She selected the name and conceptual direction of ''Mariposa'' (1999), Peña's third studio album. Suzette explained that the title symbolized Peña's artistic growth and personal evolution as a performer. Suzette oversees the styling and wardrobe for musicians under Q-Productions, as well as their merchandising, designing artwork, and developing concepts for music videos. Suzette was dissatisfied with earlier art direction, she took on the role herself at Abraham's encouragement.

Abraham informed Suzette of his intention to eventually step down from the business and designated her as his successor. By March 2005, Suzette had assumed leadership and management of Selena's image branding. She oversees all marketing and merchandising initiatives related to the singer. Additionally, Suzette manages other Q-Productions musicians, including Isabel Marie, Los Tres Reyes, and Jorge Roel y Potrillo, and develops other emerging musical acts. In 1998, the family expanded Q-Productions and opened the Selena Museum; in 2019, 22,000 people visited it. Initially, Suzette believed opening a Selena museum was a great idea, but she found the experience emotionally difficult and, at times, deeply saddening. She expressed that going to her office at the museum was emotionally challenging, where display cases of Selena's outfits constantly surround her. Over time, however, her outlook shifted as she observed the admiration of visitors expressed while engaging with the museum. Seeing their happiness helped her adopt a new perspective, making the experience more manageable and meaningful, and she began frequently engaging with visitors.

Suzette served as a consultant for '' La Leyenda'', a multi-format CD release commemorating the 15th anniversary of Selena's death. Released on March 9, 2010, by EMI Latin, the collection ranged from an affordable edition to an elaborate collector's set. Suzette noted the varied formats ensured accessibility for all fans. In addition to messages from Selena's family, band, and friends, Suzette included fan messages in a commemorative booklet, emphasizing that the project was intended to celebrate Selena's career rather than a source of sorrow. Suzette has since dedicated her efforts to preserving Selena's legacy, while also supporting and creating opportunities for emerging Latin American musicians. Addressing public criticism surrounding Selena's posthumous releases, Suzette remarked that many fail to recognize the family's responsibility in preserving Selena's legacy, stating, "If we don't, who will?". She also refuted claims of financial exploitation, noting misconceptions about her father's earnings and emphasizing his instrumental role in their success. Addressing public misconceptions, Suzette remarked that critics assume the family seeks to prevent others from profiting off Selena's name when their concern lies in maintaining the integrity of the singer's memory, saying "To them, it's just a fast buck", but to the family, "it's about keeping Selena's image alive."

During the Great Recession, Suzette acknowledged that Q-Productions felt the effects, noting that music sales often declined during economic downturns. Despite this, she emphasized that the business continues to move forward, actively seeking new talent and working across various production areas, including music videos, artwork, and audio. Q-Productions' line of music DVDs has been distributed across Texas in major retailers such as H-E-B, Best Buy, and Walmart. By March 2010, Suzette became vice president of Q-Productions, and by May 2016, she was promoted to president and CEO. Her transition into this leadership position marked a period of renewed personal fulfillment. In this role, she oversees the company's operations, manages the Selena Museum, and directs licensing efforts for Selena-related ventures. As CEO, Suzette remains actively involved in the music industry, guiding the record label's mission to promote Tejano artists. Suzette directed the music video for Las Fenix's "Cosquillitas" (2013) and contributed backing vocals to several tracks on their sixth studio album, ''Heliópolis'' (2013).

1995-present: Preserving Selena's image

1995-2009

On August 29, 1995, the Quintanilla family announced the development of a biographical film to be directed by Gregory Nava. The resulting Warner Bros. film production, ''Selena'' (1997), with Abraham serving as executive producer, featured a then-unknown Jennifer Lopez in the titular role—an appearance that launched her career. Actress Jackie Guerra, who protrayed Suzette in the film, found it virtually impossible to accompany Suzette in South Texas without being swarmed by fans. Suzette's private home videos documenting her family's daily life while on tour were instrumental in aiding Edward James Olmos in his portrayal of Abraham. The recordings offered critical insight into the family's interpersonal dynamics, many of whom were unaware of Suzette recording them and Abraham's demeanor, enriching the authenticity of Olmos's performance.

Suzette testified during Saldívar's murder trial, which began on October 9, contradicting Pérez's testimony on Saldívar's employment status on March 31, her life and upbringing, and spoke about the March 9 meeting. Valdez felt that Suzette provided detailed information that proved invaluable to the case. Saldívar was found guilty of first-degree murder and sentenced to life imprisonment. Since being incarcerated, Saldívar has accused the Quintanilla family of only loving Selena for her money.

The initial two years following Selena's death were challenging for Suzette, who credits her husband and her family with sustaining her emotional stability during that period. Suzette described the first two years as a blur, stating she felt lost and had no recollection of that period. She noted that her focus was on trying to regain stability, describing the period as emotionally complex and disorienting.

Liza Ybarra portrayed Suzette in the Broadway musical '' Selena Forever'' (2000), and selected the actress who played Selena in the Spanish-language adaptation in Mexico. Suzette became one of the board directors for Laredo National Bank in June 2000. In 2002, she executive-produced spoken-word production liner notes for EMI Latin's reissued studio albums by Selena. On March 31, 2004, Suzette, along with her parents and members of Selena y Los Dinos, appeared live on Univision's '' Primer Impacto'' to announce '' Selena ¡Vive!'', an all-star benefit concert that aired in April 2005 to commemorate the 10th anniversary of Selena's death. Suzette and Abraham collaborated to curate a lineup of artists to perform at the event. It marked the first reunion of Los Dinos performing since Selena's death. Suzette returned to the drums for the first time in a decade, joining A.B.'s Kumbia Kings performance that night. The broadcast became the most-watched Spanish-language program in U.S. television history. In March 2005, Suzette collaborated on the design of commemorative Selena cups sold at Circle K stores as part of a promotional partnership with Coca-Cola.

2010-2019

Suzette recorded and performed her drum segment for A.B.'s " Nací para Sufrir", on his album, '' La Vida de un Genio'' (2010), following a previous desire to return to drumming. Suzette, A.B., and Abraham announced Fiesta de la Flor, an annual two-day festival in Corpus Christi. Suzette emphasized that the festival reflects cultural pride, celebrates family, and honors the values Selena embodied. The 2015 and 2016 Fesita de la Flor festivals drew 100,000 visitors and contributed an estimated $25 million to the local economy. Suzette served as a judge for the Miss Chiquitita competition during the Fiesta West Texas festival during the Cinco de Mayo celebration in 2015. On January 3, 2016, The ''Corpus Christi Caller-Times'' named Suzette its Newsmaker of the Year in recognition of her significant contributions to the success of the Fiesta de la Flor festival.

On July 16, 2015, MAC Cosmetics announced a multi-product collection inspired by Selena, following widespread fan petitions. Suzette collaborated with the brand, contributing to the development and design of the collection. It was the most significant launch in the company's history, and became one of the most in-demand releases in MAC Cosmetics' history. The products sold out online within minutes, prompting fans—including those in Chicago—to camp outside retail stores for hours ahead of the line's in-store launch in October 2016. The product sold out within an hour at some locations. In an unprecedented move, MAC implemented an online waitlist and announced plans to restock the collection, implementing purchasing limits on the products. The restock marked a rare exception for MAC Cosmetics, which traditionally does not restock limited edition collections, regardless of their popularity. Daniela Herrera of ''People en Español'', attributed the collection's revival to the influence of Latina consumer power, which she believed played a pivotal role in persuading MAC Cosmetics to restock the collection. On February 26, 2020, MAC announced the release of a second installment of its Selena-inspired makeup collection, collaborating with Suzette on its designs.

Suzette collaborated with sculptors on the creation of a wax figure of Selena for Madame Tussauds Hollywood, providing guidance remotely via Skype while they worked on the mold in London. In April 2016, Suzette contributed to the design of Corpus Christi's new bus wraps, which were featured on two RTA buses. On November 6, 2016, Suzette and designer David Melgar curated a fashion apparel showcase featuring selections from Forever 21 and Urban Outfitters, styling with branded Selena T-shirts, for Fashion Week San Antonio. Suzette brought branded graphic T-shirts featuring Selena to major retailers such as Forever 21, Hot Topic, Target, and Urban Outfitters.

Following a January 2017 announcement that news anchor María Celeste Arrarás was developing a television series based on her 1997 book, ''Selena's Secret'', Suzette publicly denounced the project on Instagram. She criticized Arrarás as being disingenuous and claimed the book was filled with fabrications, asserting that its primary source was the woman responsible for Selena's death. In March 2018, reusable Selena-themed bags featuring designs created by Suzette were sold at H-E-B stores. Some proceeds benefited the Selena Foundation and the Boys & Girls Clubs of America, selling out in hours. In April, Stripes stores launched a limited edition line of Selena commemorative collectible cups across locations in Texas and Louisiana. Suzette collaborated on the design process, and some proceeds supported the Selena Foundation. Stripes released three new designs by Suzette in February 2019, and two new designs by Suzette in February 2020.

On December 12, 2018, Netflix announced the development of '' Selena: The Series'', a biographical drama created in collaboration with the Quintanilla family. It was executive produced by Suzette and Abraham and its writer Moisés Zamora, as well as Jaime Davila, Rico Martinez, and Simran A. Singh. Suzette met Noemi Gonzalez, who was cast to portray her. However, Suzette was not allowed on set due to the COVID-19 pandemic. Suzette and Abraham were sued for $1 million by Moctesuma Esparza, producer of the ''Selena'' (1997) film. Esparza believed the Netflix series violated a contract he signed with Abraham in 1995, giving him exclusive rights to Selena's story. Following the series release, it ranked at number one on Netflix in the United States, Mexico, and throughout Central and South America. Critics and fans felt that ''Selena: The Series'' sidelined its titular character, focusing instead on the patriarchs in the Quintanilla family, while fans criticized the casting choice of Serratos. Suzette asked Serratos whether she had anticipated the controversy surrounding her casting as Selena. Serratos responded affirmatively, noting that her husband questioned whether she should accept the role. Despite knowing the potential backlash, Suzette admired Serratos's willingness to take on the challenge, calling her a "fierce Latina". In response to criticism following the series' release, Suzette stated that she would never apologize for the decisions she makes alongside her family regarding how they honor and represent Selena's legacy.

2020-present

In February 2020, the Fiesta de la Flor festival was canceled due to a financial disagreement with the Corpus Christi Convention & Visitors Bureau (CVB). Suzette revealed plans for ''Selena XXV'', a live all-star tribute concert scheduled at the Alamodome and broadcast on Univision on May 9, 2020. The concert was canceled due to the COVID-19 pandemic. On September 4, 2020, Pérez sparked controversy on social media by alleging that the Quintanilla family was attempting to erase his presence from Selena's legacy. In response, Suzette publicly addressed the claims, offering evidence to refute them. Suzette responded on Instagram, posting videos aimed at disproving the assertion. She described the claim as unfounded and emphasized that Pérez remains an acknowledged part of Selena's story. One of the videos, filmed inside the Selena Museum, featured Suzette showing that photos of Pérez with Selena and the band remain on display, unaltered, reinforcing his continued presence within her legacy.

On December 1, 2021, Bumpboxx collaborated with Suzette to launch a Selena-themed bluetooth boombox. Suzette contributed to the visual design and artistic direction of '' Moonchild Mixes'' (2022). The album used recordings Selena recorded in the 1980s. A.B. detuned Selena's vocals provided her with a deeper sound, making the singer sound older than she was in the original recordings. The album's production was the first project that A.B., Abraham, and Suzette participated in since the 2004 release of '' Momentos Intimos''. The release sparked controversy, with critics and fans questioning its ethics and authenticity. Journalists from NPR, ''Rolling Stone'', and the ''Los Angeles Times'' expressed discomfort with the digital recreation, calling it potentially exploitative and artificial. Joe Bennett, a forensic musicologist and professor at Berklee College of Music, explained that digitally aging Selena's voice is a relatively simple process using isolated recordings and digital software. Fans and critics accused the Quintanilla family of exploiting Selena's name for profit for ''Moonchild Mixes''. In an appearance on ''Good Morning America'', Suzette addressed the criticism, dismissing it with the remark, "What critics? We don't care about them." She emphasized that the family would continue to make decisions regarding their music, their sister, and their band on their terms. Suzette hoped the public would recognize that everything they do is carried out with "love, care, and beauty." It was nominated for Latin Pop Album of the Year at the 2023 Billboard Latin Music Awards.

In January 2025, the documentary ''Selena y Los Dinos'', premiered at the Sundance Film Festival, with Suzette and A.B. serving as executive producers. Directed by Isabel Castro, the documentary featured previously unreleased VHS footage captured by Suzette. It received a U.S. Documentary Special Jury Award for Archival Storytelling and was screened at the South By Southwest Film Festival. On May 13, Netflix acquired the documentary and announced it would be released during the upcoming winter season. On April 23, 2025, Suzette partnered with St. Jude Children's Research Hospital to launch a Selena-themed shirt, with proceeds benefitting families receiving care at the hospital.

Philanthropy

On September 13, 1995, Suzette was appointed to the board of the Selena Foundation, an organization dedicated to providing financial support for students pursuing arts-related degrees at colleges, and establishing initiatives encouraging children to stay in school. From 1995 through 2005, the Selena Foundation donated over $100,000 to various children's hospitals, including the Texas Children's Hospital, schools, and charities. The Selena Foundation donated $25,000 to Corpus Christi's Coastal Bend Food Bank to help poverty-stricken families in South Texas. It has since expanded to include donations to elementary schools and shelters. The Internal Revenue Service (IRS) revoked the Selena Foundation's tax-exempt status on May 15, 2016, after it failed to file a Form 990-series return or notice for three consecutive years. A similar revocation occurred in May 2010, with a reinstatement in December 2011. Suzette attributed the lapse to a former accountant's filing error and confirmed that a new CPA has since taken over the foundation's financial responsibilities. A painting class in 2016, attended by Suzette and Marcela, encouraged people to donate their paintings to the Selena Foundation, and the proceeds were donated to the Women's Shelter of South Texas.

In October 2002, Suzette served as the mistress of ceremonies for a fashion show at Del Mar College. The event benefitted the college's family assistance and educational outreach programs. During her visit to Martin Middle School in April 2000, Suzette spoke to students about the realities of running a business. Her talk gave teachers a practical example to emphasize the importance of learning math and being punctual at school. In March 2010, Suzette participated at Crockett Elementary School during an event aimed at fostering strong mother-daughter relationships.

In November 2015, Suzette participated in Latinitas' Healthy Chica Conference in Austin, Texas, an event aimed at empowering young girls through media engagement and education on nutrition, physical activity, and mental wellness. Suzette shared insights from her journey toward a healthier lifestyle. On March 11, 2023, Suzette participated in the La Femme Expo in El Paso, Texas, an event showcasing fashion shows, beauty tutorials, shopping experiences, and drink and culinary offerings. On September 25, 2024, Suzette appeared on behalf of the Selena Foundation at the unveiling of the Kendra Scott Yellow Library at West Oso Elementary School. During a story time event, she emphasized the importance of providing educational resources to schools and helping children connect with reading. Suzette highlighted how vital it is for kids to see themselves reflected in stories, saying that recognition and representation help foster a meaningful relationship with learning and identity.

Personal life

Suzette married Guillermo "Bill" David Arriaga on September 11, 1993, at the Corpus Christi Marriott Hotel. Arriaga is described as being handsome and square-jawed. Suzette had liposuction done by Dr. Ricardo Martinez in Monterrey, Mexico. After learning of Suzette's marriage to Bill, Vela, who had kept his feelings for Suzette private, penned his emotions on paper, which he initially kept confidential. The resulting composition titled, " No Me Queda Más" (1994), was later given to Selena to record her ''Amor Prohibido'' album. According to Abraham, Selena delivered the song with deep emotional intensity and was seen crying in the recording studio, fully aware of Vela's feelings for Suzette. This backstory, previously unknown to many, was dramatized in ''Selena: The Series'', which Suzette executive produced. Her son, Jován Arriaga was born in March 1998. He graduated with honors from high school in 2017 and went on to study business administration at the University of Texas. Since then, he has maintained a low public profile and become involved in the family business. In January 2023, Jován and his wife gave birth to a son, Lincoln Arriaga.

Suzette is characterized by a bright, cheerful disposition, complemented by a calm, composed, and occasionally shy demeanor. According to Pérez, she exhibits warmth and a subtle wit, fostering an approachable and convivial presence. Observers have noted that she appears to have inherited her father's strong will and assertiveness; however, as Valdez observed, once she allowed herself to become more open, she revealed a deeply empathetic and accessible nature. Suzette's live performances received favorable reviews from music critics. Elizabeth Campbell of the ''Fort Worth Star-Telegram'' noted that her energetic drumming during a 1993 concert in Fort Worth, Texas, sustained the audience's enthusiasm and kept them actively engaged. In a August 1994 concert review, Rick Mitchell of the ''Houston Chronicle'' described her drumming on " Bidi Bidi Bom Bom" (1994) as offering a "funky foundation" that effectively anchored the performance.

Following Selena's death, Suzette has found coping extremely difficult and struggled to rebuild her career and life. A.B. noticed how difficult it has been for them to plan an outing with their parents, seeing "that one of us is missing." In April 1999, Suzette earned her GED, motivated by Selena's advocacy for the importance of education and the singer's persistent encouragement for Suzette to pursue her GED. Suzette began attending school part-time to study hairdressing, noting that it was something she had always wanted to puruse. She expressed that she felt ready to focus on a personal goal after dedicating years to preserving Selena's legacy. She is a fan of Garth Brooks. Suzette was raised with exposure to Jehovah's Witnesses; though, according to Abraham, the family was not a formal member. By late 1995, however, they had begun actively studying the faith. By March 2020, they became practicing Jehovah's Witnesses.

References

Works cited

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External links

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{{DEFAULTSORT:Quintanilla, Suzette
1967 births
20th-century American businesswomen
20th-century American philanthropists
20th-century American women musicians
21st-century American businesswomen
21st-century American philanthropists
21st-century American women musicians
American album-cover and concert-poster artists
American chief operating officers
American chief executives of fashion industry companies
American community activists
American consultants
American dance musicians
American education activists
American hairdressers
American health activists
American literacy advocates
American Jehovah's Witnesses
American mariachi musicians
American marketing people
American musicians of Mexican descent
American music managers
American music promoters
American music video directors
American retail chief executives
American women drummers
American women graphic designers
American women fashion designers
American women record producers
American women nonprofit executives
A&R people
Businesspeople from Texas
Capitol Records artists
Children's clothing designers
Cumbia musicians
Drummers from Texas
EMI Latin artists
Female music video directors
Hispanic and Latino American musicians
Living people
Musicians from Corpus Christi, Texas
Record producers from Texas
Selena y Los Dinos members
Women in Latin music
Women museum directors
Women music promoters