‘One day we’re all gonna be able to setup a complete board with all female owned parts.’
Cat Tamez
CHERRIES WHEELS
July 2025
Can you tell us something about yourself?
I got sober on 9/1/2014 and it’s been life changing…in a really good way.
What is the biggest challenge running a wheel company?
For me personally, as an independent small business, it’s my financial limitations. I just don’t have the deep pockets to market and produce inventory the way a bigger company does but I have a lot of heart for this.
Why did you pick wheels in the first place?
Cuz Up the Females! We (collectively) didn’t have female owned wheels so here we are. One day we’re all gonna be able to setup a complete board with all female owned parts.
Apparently, Urethane is largely made with petroleum byproducts. Are there any plans to introduce eco-friendly, sustainable material instead?
Hopefully when that wheel technology becomes more affordable it’ll be the standard. For now, I totally support my friends at ShredCycle (shout out to Jessie F.) to get more wheels recycled and out of landfills and Noah at Hyena for experimenting with biodegradeable wheels.
Do actually like cherries?
Cherry pie or die.
Do you still find time to skate?
I don’t know how not to skate. These days it’s a little harder to get out, being a toddler mom and all, but I make time. It helps my husband also likes to skate so when we can, we make family time and vacations around skating.
Is there a big female skateboarder community in Austin Texas?
Yes and It’s growing! They’re out here getting it, stacking clips, building spots. I’m part of the Austin community and to me it’s rad seeing all the friends groups of all different ages, abilities doing their thing. Texas is big and we got women skate groups all over Texas; Houston (shout out Honey skate club), there’s all the Dallas girls too and San Antonio, Corpus Christi, the RGV. Watch out for the Texas Ladies Takeover. We should all totally make a video together.
‘Why do all big brands need to be owned by males?’
What are the biggest difficulty’s women face in the skateboarding community?
For me it’s still equality issues, representation, advocacy. Like for example a local event being thrown that doesn’t offer a ladies jam. Clothing, shoes sizes, female brands not being carried in shops cuz we don’t represent a consumer majority. Brands not centering females and non-trad skaters but luckily that seems to be shifting in our favor.
How can the skateboarding community change that?
Maybe the skaters who represent the majority population can be allies, if they aren’t already. They can use language that’s inclusive, do away with sexist language like “I can’t even do that” or perpetuating homo and trans phobic trick names like “sex changes” or “gay twist”. Like it’s just unnecessary anyway and it’s so easy to just use something inclusive instead. Like just be nice. All skaters, especially the majority, can help create safe spaces by holding friends accountable, and not tolerating sexism, racism, homophobia and speaking out against it. We, the non-majority, can take up space, make events, build spots, make videos, give back and support, have fun and enjoy skateboarding just as much as anybody else can. I kinda feel like the onus is on those who suck to do better cuz really were just out here trying to have fun too. Why does it have to be our job to continually advocate for ourselves? Active allies are so important.
How are u giving back to your community?
I help friends build spots, throw inclusive events, showcase local talent through my brands IG page and ads. I love to help build spots, I love learning that stuff. I love to invite others to come out and help and learn. The more people building their own spots the better! Spots in every corner. I try my best to host events that are inclusive and fun & challenging for everyone. I’d like to think my company is helping to give back to the overall bigger skate community by progressing the industry in terms of female /nontrad representation and having allies on the team.
What are your long term goals with Cherries wheels?
To be a big player and progress the industry. Why not? Why do all big brands need to be owned by males? We need big female brands too. We need representation.
‘Hi Lisa, call me!’
Do you have team riders?
We do. I’m so stoked for their support. I appreciate all of them. I would love to grow to a point where I can do more for them and take on more riders….eventually we’ll get there.
What is your advice for other women who want to start a skate related company?
Get it Girl! Have fun with it. Let people know your’e doin it too so your community can find you.
Last question. If you could interview any person in the world, who would it be?
So many choices but I think i’d really like to chat with Lisa Whitacker. She’s such an OG for the ladies in skateboarding. I just really want to be her friend. Hi Lisa, call me! Let’s colllabo.