If we don't know our stories. If we don't know our history. We really don't know who we are. “
-Dolores Huerta
There's magic in stories. They have the power to connect us, inspire us, and illuminate a magical illustration of the world around us. That’s what fuels my passion for JEFAS Magazine and my unwavering belief in the incredible women we highlight.
Within these pages, we delve into the stories of our hermanas and comadres –changemakers who are weaving their own magic and leaving an indelible mark on our state through their businesses and contributions. You'll meet entrepreneurs who fuse their heritage into the fabric of our economy. You'll encounter artists who create beauty that honors their ancestors while enriching our cultural landscape. These jefas are redefining what it means to be powerful, influential entrepreneurs.
I hope you are encouraged by the struggles they've overcome, the resilience they exhibit, and the dreams they dare to pursue. Each woman you meet in this issue is a testament to the transformative power Latinas bring to the table. They are trailblazers who fearlessly challenge the status quo, paving the way for future generations to soar. My heart swells with pride witnessing
their phenomenal work across Iowa.
This magazine is a testament to the boundless potential that exists within our community. It is a platform that amplifies the stories that have gone unheard, shattering stereotypes to dismantle barriers that have hindered our progress for far too long. It is for us, by us; combining the talents of Latine writers, editors, photographers, translators, social media experts, graphic designers, publishers, and sponsors who helped make this happen. I extend my heartfelt gratitude to each and every contributor who shared their gifts and passions, and to every business owner who showed her vulnerability in revealing her journey. Their willingness to share their truths, triumphs, and tribulations breathed life into this project, creating a tapestry of narratives that inspire, empower, and ignite a sense of pride within us all. But let me be clear: this is just the first chapter. There are countless stories waiting to be told. With the continued support of our community, we'll celebrate the economic contributions of Latinas in Iowa, cross state lines to tell the stories of our sisters in Illinois and Nebraska and paint a vivid picture of how Latina entrepreneurs are growing
PUBLISHERS
Erika Macias
Tar Macias
EDITOR-IN-CHIEF
Christina Fernández-Morrow
WRITERS
Lilly Allen-Dueñas
Maya Chavez
Christina Fernández-Morrow
Joaquín Ramirez
Chuy Renteria
Brianne Sanchez
PHOTOGRAPHERS
Anthony Arroyo
Miriam Alarcón Ávila
Wezz De La Rosa
Tar Macias
Jennifer Marquez
Tatiana Peña
DESIGNERS
Francisco Caballero Sarmiento
Fatima Calderón
Nicole Cea
the Midwest economy as a whole. JEFAS Magazine will shine a spotlight on innovators and visionaries propelling us forward, forging an undeniable impact on the country's economic future.
This magazine is a testament to the power of storytelling and a rallying cry for Latinas everywhere to embrace their authenticity, pursue their dreams, and never lose sight of the profound potency they have on the world around them. We encourage you to share your stories with us, spread the word about our magazine, and champion the Latina businesses in your community.
Adelante, mis hermanas. The world is ours to conquer, one story at a time.
Con cariño,
Christina Fernández-Morrow christina@ptmediagroupdsm.com
Dear Readers,
It is with great pleasure and enthusiasm that I introduce our latest endeavor, JEFAS Latinas in Business Magazine - Iowa Edition. As a publisher of this groundbreaking publication, I am immensely proud to present a platform dedicated to celebrating and empowering Latina entrepreneurs across various industries.
In today's rapidly evolving business landscape, it is crucial to recognize the invaluable contributions of Latinas driving innovation, fostering economic growth, and enriching communities. Despite facing numerous challenges and barriers, Latinas continue to emerge as formidable leaders, entrepreneurs, and visionaries. Our pages honor the rich tapestry of Latina culture that shapes our collective identity; they are testaments to the strength and ingenuity of JEFAS everywhere.
JEFAS Latinas in Business Magazine spotlights the achievements, triumphs, and aspirations of extraordinary women. Our in-depth features, insightful interviews, and expert advice showcase the diverse talents and perspectives that define Latina entrepreneurship. From startups to established enterprises; from the food industry to healthcare; from fashion to finance, our magazine is a comprehensive exploration of the multifaceted world of Latina-owned businesses.
This is more than just a publication; it is a movement. We are committed to fostering a supportive community where Latina entrepreneurs can connect, collaborate, and thrive. By providing valuable resources, networking opportunities, and mentorship, we aspire to empower the next generation of JEFAS (bosses) to reach new heights of success.
I extend my heartfelt gratitude to Christina Fernández-Morrow, our talented editor and coconspirator in this new venture, our readers, contributors, and partners who have supported us every step of the way, and to the admirable JEFAS who allowed us to tell their unique stories of resilience and courage. Together, let us champion diversity, equity, and inclusion in the business world and beyond.
Thank you for joining us on this extraordinary adventure.
Sincerely,
Erika Macias Erika Macias Publisher, JEFAS Latinas in Business
Embelleciendo Our World
10-11 Paola Elena Acuña, Des Moines
12-13 Tatiana Peña, Des Moines
14-15 Linda Eclatt, Des Moines
16-17 Heidy Estrella, Des Moines
18-19 Jennifer Marquez, Des Moines
20-21 Miavan Feliciano, Storm Lake
22-25 For Us, By Us, Iowa 28-29 Consejos: What I, Learned about Finances & Loans (When Financing my Business) 26-27 Consejos: Business Coaches and Mentors 30-33 Linda Blair, Des Moines
Sonia Parras Konrad, Des Moines
Adriana Soto, Des Moines
Abriendo Puertas: The Trailblazers Dale! Dominating Male Industries For Us, By Us 48-49 Lizz Sayasane, Des Moines 46-47 Stephanie Rodríguez, Des Moines 42-43 Nancy Ávila, Marshalltown 44-45 Adriana Almanza Rodríguez, Davenport
Salustria Lara, Marshalltown
Raquel Paz, Des Moines
50-59
Salud, Wellness y Belleza Culture & Alegría Wealth & Capital
50-51 Aracely Calderón de Cerón, Des Moines
52-54 Dr. Deb Nanda, Des Moines
54 Consejos: Mental Health Tips by Alicia Peña
56-57 Lily Allen-Dueñas, Des Moines
58-59 Karla Hauptly, West Des Moines
60-63 Alicia Peña & Reyna Immerfall, Des Moines and Ankeny
64-65 Vanessa Marcano-Kelly, Des Moines
66-67 Alicia Velasquez, Iowa City
68-69 Miriam Alarcón Ávila, Tiffin
70-71 Sandra Paz, Des Moines
72-73 Jessica Trinidad, Des Moines
74-75 Ximena Rojas, Ankeny
77 Consejos: Grow Your Business with Gov.Contracts
78-79 Miriam de Dios Woordward, West Des Moines
80-81 América Zaragoza, Des Moines
82-83 Marlen Maddux, Waukee
84 Contributors
85-86 Directory
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Unique Blooms, Crafted with Love
At the heart of Lupe's Flowers is a commitment to creating unique, custom-made arrangements that capture the essence of each individual customer's needs and preferences. Whether it's a romantic bouquet for a special occasion, a vibrant centerpiece for a corporate event, or a thoughtful sympathy arrangement.
Unique Blooms, Crafted with Love At the heart of Lupe's Flowers is a commitment to creating unique, custom-made arrangements that capture the essence of each individual customer's needs and preferences. Whether it's a romantic bouquet for a special occasion, a vibrant centerpiece for a corporate event, or a thoughtful sympathy arrangement.
Paola Elena Acuña moved to Des Moines two months before everything shut down. It gave her plenty of time to plan how she could kick start the jewelry design business she started in New Jersey before the move.
By 2021 she had her LLC for Piedras Haseya, an indigenous word meaning “rise up”. A few weeks later she was selected as a vendor at the Valley Junction Farmer’s Market. “Coming to Iowa has been a tremendous opportunity for my business,” says Acuña. In New Jersey, she was taking a courseload of business and entrepreneurship college classes, working full-time, and teaching Zumba while working on her designs. “Everything is more expensive than in Iowa, so I had to work all these jobs and couldn’t just focus on my business.” Moving has allowed her to concentrate on her art and business full-time.
As an Afro-Costa Rican, she infuses her heritage into her work to create unique pieces not found anywhere else in Iowa.
“My culture as an Afro-Latina inspires my art. Ever since I was a little girl, I’ve loved handmade jewelry that my mom bought me from artists in my country. Everywhere you go in Costa Rica, there are artists selling their work.” That’s what makes her pieces so special. Each one is designed using techniques she learned as a child, growing up among other artists who sold their work around Costa Rica.
“I love designing earrings. Sometimes I’ll come up with a design and love it so much that I’ll make twenty in different colors,” she says, eyes sparkling in excitement.
“Other times, I create a design that I love, and I only make one.” The colors she prefers are bright, vibrant, and of varied significance; they tell a story.
Some of her signature designs use beads that are hand-made in Africa using recycled materials symbolic of the African diaspora. “I like to honor my ancestors through my pieces,” she says of using these high-quality beads and crystals.
Offering these wearable works of art at a price point Iowans are comfortable paying is a challenge. She works with a financial coach at the Evelyn K. Davis Center, where she participated in a business accelerator program and met contacts who became colleagues and customers. “If you can’t manage your finances, your business won’t succeed,” she says of the ways she’s learned to make purchase decisions for the Triple-A grade crystals, gold, silver, and stainless steel she uses for her jewelry. “I make a lot of sacrifices to invest in materials that ensure my jewelry will last a long time. No one wants beautiful jewelry that breaks as soon as they wear it.” Acuña also invests in traveling to other states to buy supplies, and in an accountant she trusts. Building her reputation as a solid businesswoman and artist is essential in reaching her goal of participating in art shows and markets across the state and beyond. She applied for a spot at the Des Moines Downtown Farmers Market in 2022 but wasn’t accepted, so she applied again the following year. She was selected in 2023 and will be a vendor again in 2024.
In the coming years, Acuña hopes to expand her offerings. She has partnered with a childhood friend, also an artist, who makes small accessories from wood and coconut shells. On a recent trip to Costa Rica, she stocked up on her work, plus gems, crystals, and other supplies she’ll use to design jewelry for markets, shows, and festivals. She works out of her space at Mainframe Studios in downtown Des Moines, where rent is affordable, and she is surrounded by other creatives. She has regular customers at their monthly First Friday events where she sells what she’s made throughout the week and takes orders for custom pieces. Working near other artists has its perks. In April, she collaborated with a fashion designer and several photographers for The Curve Factor, a body positivity fashion show and vendor showcase at Mainframe, where models wore
I want to advocate for women like me, who have African ancestry or who speak Spanish. I want to empower them.
her jewelry.
2024 is shaping up to be a busy year for this young business. In May, she’ll be a weekly vendor at the Downtown Farmers’ Market, and monthly at the Valley Junction Farmers’ Market. She was chosen as a vendor for the Reiman Gardens’ Art Fair in July, the World Food and Music Festival in August, and will be at Iowa’s Latino Heritage Festival in September for the second year in a row. While she creates all her designs, she does employ help for most events to ensure she can meet demand and continue to create distinctive pieces. Her assistant helps with managing the displays and keeping the area stocked. That allows Acuña to devote time to more intricate designs and speak to customers about her work. “I like to create a positive experience for my customers,” she says of educating people about her materials, the importance of attention to detail, and stories about her life in Costa Rica. She gets especially excited when others want to know more about her home country, and for whom English is not their first language. “Many people are surprised I speak Spanish because of my skin color,” she says. There aren’t many Afro-Latinas in Iowa, but that’s exactly what has helped boost her business. She has a rare perspective that translates into jewelry that is unlike anything else on the market.
An entrepreneur can’t help but see opportunity, and that was no different when Acuña became a first-time mother in 2023. Throughout her pregnancy, she learned about the maternal health crisis in the US, with the highest maternal and infant mortality rate of all high-income countries in the world. For Black women, that rate is nearly three times higher than average, and that really impacted this new mom. Soon after her daughter
Konah was born, Acuña began the process of becoming a certified doula and lactation specialist. She is just a few months shy of meeting this goal and sees it as a much-needed niche in Des Moines. “I want to advocate for women like me, who have African ancestry or who speak Spanish. I want to empower them to have healthy births because giving birth is a natural process, and it should be safe.” This new adventure would be alongside Piedras Haseya, but isn’t a stretch for a woman used to juggling multiple ventures at a time. It’s part of the legacy she hopes to instill in her daughter, who is almost a year old and has spent countless hours at her mother’s side as she designs and sells her jewelry. “I’ve gotten the opportunity to do so many things during the different seasons of my life. I want that for her. She’s growing up in the studio and goes to the markets and shows. I’d love for her to learn from me but if she wants to be a doctor instead, that’s good, too,” says Acuña as she lovingly nestles Konah on her lap as the baby babbles and smiles at her mother. It’s clear that her daughter will have plenty of examples of tenacity, a strong work ethic, and a positive role model at her side, encouraging her to dream big.
By Christina Fernández-Morrow by Wezz De La Rosa
Colombia
My Latina culture has taught me the value of community, hard work, and resilience. “
Tatiana Peña, the founder of Iowa Lovers, is on a mission to showcase all the amazing places and spaces in Iowa. Originally from Colombia, her journey to founding Iowa Lovers began in 2022, fueled by a desire to change the narrative surrounding Iowa. Some of her friends and family would try to convince her to move back to Colombia by repeatedly asking, “What is there to do in Iowa anyways?” with the sentiment that there simply couldn’t be anything of interest to do in Iowa. She even witnessed this sentiment among locals leaving the state.
Peña started Iowa Lovers to prove people wrong; to prove that Iowa has a wealth of incredible things to do, places to visit, and culinary delights to enjoy. She was determined to make a difference. She founded Iowa Lovers to provide a platform, “to highlight its hidden gems and support local businesses [and to] build a community that loves and appreciates all that Iowa has to offer.” Iowa Lovers is a social media account on TikTok, Instagram, and Facebook, with over 135,000 followers combined. Iowa Lovers also provides marketing
and consulting services to help Iowa businesses promote and enhance their digital presence. Peña also offers professional/commercial photography and videography services. Anything exceptional takes hard work, and Iowa Lovers is no exception. Starting Iowa Lovers wasn't without hurdles. Initially, financial constraints made traveling across Iowa for content creation a challenge. However, Peña's perseverance paid off, as she now collaborates with companies that cover travel expenses.
One of the most rewarding aspects of being a business owner has been the opportunity to connect with her community and support local businesses and entrepreneurs. "Being a business owner allows me to constantly learn and grow, which is incredibly fulfilling," she emphasizes.
Moreover, Peña acknowledges the impact of her Latina heritage on her entrepreneurial journey. "My Latina culture has taught me the value of community, hard work, and resilience," she reflects. This cultural foundation has not only shaped her approach to business but also provided a unique
perspective that touches diverse audiences.
To aspiring Latina entrepreneurs, Peña 's advice is to “seek out mentors and resources within the Latina community and beyond. Building a strong network and can provide valuable support and guidance.” The entrepreneurial journey is not easy, and Latina entrepreneurs in Iowa don’t have to feel alone. There is a strong community here that is ready to support you.
With a thriving presence on social media platforms like TikTok, Instagram, and Facebook, Iowa Lovers continues to inspire a growing community of Iowa enthusiasts and those who are curious about what this Midwestern state has to offer. It's a celebration of local businesses, scenic spots, and Iowa's culture.
You can follow Iowa Lovers on TikTok, Instagram, and Facebook at @ iowalovers.
By Lily Allen-Dueñas
Te buscaré la mejor opción para tus seguros de auto, casa y negocio.
Puedes obtener cobertura con licencia de Iowa, Internacional o identificación de tu país.
Llámame hoy: Karla Guerrero 515-735-0226
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.
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: Keep pushing. At first, you’re not going to see many results. Persistence is key. Find your fans. Not everyone will love your work, and that’s okay. Use your language and your heritage to your advantage. We as immigrants
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. “
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.
By Lily Allen-Dueñas by Anthony Arroyo
Hurricane Maria, a Category 5 hurricane, ripped through Puerto Rico in September 2017. It brought island-wide damage, killed 3,000 people, and caused devastating and on-going flooding and power outages that lasted for months. It destroyed thousands of homes and businesses, including Heidy Estrella’s restaurant. With little to no support available to rebuild, her family looked at alternative living options. During the sparce times they had access to the Internet, Estrella scoured the web for locations that had a good reputation for families, particularly in education and job opportunities. Her search led to Iowa and the next year, after over six months of no electricity, she and her family relocated to Des Moines. Life wasn’t easy as they adapted to a different language, culture, and climate in a place where they didn’t know a soul. With few resources, Estrella took a job cleaning as she worked on her English. Less than two years later, Covid sent her home and cut off her income. With little money and lots of time, she turned to the Internet again. She watched hours of instructional videos detailing balloon decorations and found a few online courses. She invested the bit of savings she had from her job to buy
“
I have the strength, determination, and courage of a warrior in my veins to move forward regardless of adversity.
some balloons and other supplies. “I started [Blessings Factory] during the pandemic making custom products and balloon decorations for small family gatherings.” Her friendly demeanor and vivid imagination helped her establish a following. As the pandemic let up, she began taking on larger events. Her work attracted the attention of everyone who saw the bright colors and cheerful landscapes.
Estrella’s contagious energy and positive attitude attracts others who want to spread happiness through an event decorating business. Today, Blessings Factory has grown beyond local birthday celebrations. “I do a lot of decorations for corporations, transforming spaces into magical places, capturing memories that last forever. We also empower women with training and workshops so they too can live from their passion in this wonderful world of balloon decoration. I train women in Iowa and have also gone to Chicago and Puerto Rico to train.”
With her husband as her right-hand who designs the structures that hold her designs together while they take shape, and her son, a senior in high school helping with graphic design and marketing, Estrella feels blessed to share this with her boys and help other women become their own boss. “We work together creating memories while building a family business. I love teaching my kids the value of teamwork. Even my seven-year-old helps blow up the balloons and clean up.”
Take one look through the vibrant, playful scenes she creates, and the smiles on the faces of those who attend her workshops and classes, and there’s no doubt that Estrella has special gifts that others are lucky to experience. After great loss, devastation, and so many setbacks, Estrella still shines, a radiant example of the tenacity of the entrepreneurial spirit. It comes from deep within her Latina roots. “I love
working with my hands, converting spaces; empowering and transforming women who also find their purpose in life with me. It is my favorite part of my business and so every day I get up ready to give my best. I am Puerto Rican, a mixture of Taino, African and Spanish cultures. I have the strength, determination, and courage of a warrior in my veins to move forward regardless of adversity.” Given all she has overcome, that seems like an understatement but shows the power of being persistent, resolute, and unwavering in the face of difficulties when pursuing a goal and taking control of your destiny, no matter what life throws at you.
By Christina Fernández-Morrow
Growing up as an introvert, Jennifer Marquez often chose quiet hobbies that didn’t involve talking to a lot of people. That’s what she thought photography might be, but life has a way of changing even the best laid plans.
Today, the photographer and designer proudly talks to strangers about her love of all things lights and angles, and how she uses her skills with software like Indesign, Illustrator, Photoshop, and Lightroom to make special moments come to life. With clients across Iowa and even in neighboring states, Jennifer operates Jams Creative Photography with love and a careful eye for detail. That’s how she keys in on those quiet moments, like the groom’s first look at his bride, and smiles shared between loved ones when they think no one is looking. “My favorite part about being a business owner is getting to see my clients that I capture slowly open themselves up with confidence in front of the camera. It’s almost like they leave the session glowing,” gushes Marquez.
“
Capturing the rawest moments that are candid and being able to enjoy those photos generations later.
“Capturing the rawest moments that are candid and being able to enjoy those photos generations later,” is what inspires Marquez in her business.
As a mother and up-and-coming leader among entrepreneurs, Marquez works to balance time, passion, and income. “A challenge I overcame was… how to price my own value of my work. Also, that it was okay to say no. I’ve learned to put myself and my family first whatever the situation may be and not let my career overwork me.” She takes pride in her work, often spending hours editing photos after long days on her feet following brides, grooms and their friends and family during their celebrations. But that’s also what drives her. “What motivates me is doing something that I love. It’s creative to build a career from photography. It’s always something different every time and it excites me to guide people on posing, what to wear, confidence, etc.” It’s clear from the moments she shares on her Instagram and website that her work is exquisite and precise. There
are fun shots that capture her clients’ personalities, and intimate moments that happened in a flash, but Marquez caught it and turned it into art.
This once shy artist is just beginning to shine and wants others to do the same. After thoughtful consideration, she offers this advice to anyone thinking about going into entrepreneurship: Always be open to learning new knowledge. Never deny help and connect/collaborate with others!
Word of mouth is the best method to grow your business. Stay consistent.
There may be failing moments but those are learning moments. Accept them fully to advance to the next chapter.
By Christina Fernández-Morrow
During a trip cross-country, a snowstorm left Miavan Feliciano and her family stranded in Iowa. The kids begged her to stay and that’s how an east-coast-born, Havanaeducated chemist made a home in Storm Lake. With a degree in organic chemistry and time while her kids were in school, she enrolled in online business courses, hoping to open a boutique. That vision became a reality in 2014, when she opened a small shop that sold various cosmetics brands. “It was difficult creating a balance between the prestige brands and those found in drug stores.” It was the only place dedicated to cosmetics for miles and drew people from all cultures looking for items the local stores didn’t carry. “People didn’t want to travel so far to get make up.” Her vision was to offer full lines of high-quality cosmetics in the middle of a small town. Dissatisfied with what was on the market, Feliciano used her chemistry background to experiment in her kitchen. “I wanted to start my own brand that was affordable but had the same quality as the prestige brands.” After a few years of work and some failed attempts, she created a lip balm, and it sold fairly well in the boutique. Her husband invested in more lab equipment, and she produced a lipstick. “It took three years to make a lipstick I was happy with. It was like birthing a baby, it was such a relief because I struggled but when it came out, I was so happy.”
Feliciano got an assistant, another chemist to help create eyeshadows and soon had her first palette. “We went viral for one of our palettes called Dura Magaly. It’s a Cuban phrase meaning somebody that’s tough.” It refers to someone who defies the odds, which was what Feliciano had done with her boutique, lipsticks and now eyeshadow. “It was a three-book palette with nudes, colors, and glitters, and people when crazy over it because it had 72
“
We took a bunch of our own inventory leftover from my store to start GLOW Cuba in Cienfuegos. We grouped the makeup artists together to compete.
shades for forty dollars. That’s when we started selling a whole bunch.” Her next palette, which launched during the 2020 shutdown also went viral because it used a glow in the dark formula. When the pandemic forced places to close, including her boutique, Feliciano focused exclusively on her brand and MMKL Costmetics was born. “When we moved online, we got way more sales than in the store.” While growing her business on her website she set her sights overseas. She used her connections from her time as a college student in Havana to learn about the cosmetics needs in Cuba and used that knowledge to grow her business in Iowa in ways that extended to the Caribbean. The pillars of MMKL Cosmetics are affordability and accessibility. Feliciano believes this comes from how the products are produced and packaged. “If we can control packaging, the product is going to be affordable. Most of the prestige brands are so expensive because you’re paying for the packaging, the name, and the label. We don’t want you to pay for the label. We just want you to pay for the quality.” This mentality allows her to make profit selling lipsticks at less than ten dollars that clients rave about. “Having five children and running a business and a brand, it’s a lot. What motivates me is the people. They tell us the products are amazing, they’re so pigmented, and easy to apply. Getting good feedback, that’s the best part. That’s what motivates me to keep the brand going and growing.” Feliciano grew from lipstick and eye shadow to other products. “Me and my assistant put our heads together and made a full black, waterproof eyeliner that doubles as lash glue. I had black tint everywhere, all
over my kitchen for months.” That led to purchasing a space to hold inventory and move her lab out of her home. 2023 was a huge year for MMKL Cosmetics’ expansion. Feliciano ran a promotion matching lipstick sales to a lipstick for someone in Cuba, creating access in a country where cosmetics are scarce. “We sold about 18,000 lipsticks in two months. It was a really big hit.” Each lipstick that made it to Cuba included an empowerment message from Feliciano and her team. “When we went to Cuba to deliver the lipsticks, we started a program called the Las Bellas de Cienfuegos,” an organization dedicated to making cosmetics accessible in Cuba where it is often hard to find, expensive and considered a luxury. Not only were thousands gifted free lipstick, but she also began selling her cosmetics around Havana. Feliciano spent hours hosting workshops for professional makeup artists from all over the island. They were so excited that the artists asked Feliciano to create a makeup competition to showcase all they had learned. “We took a bunch of our own inventory leftover from my store to start GLOW Cuba in Cienfuegos. We grouped the makeup artists together to compete. I contacted newspapers, photographers and they helped get it on television.” Feliciano chose two other judges who were well-known professional makeup artists in Havana, Loe Makeup and Carlos Makeup a top makeup influencer. “It was so amazing. We laughed together, cried together, and shared our struggles, la lucha. We built a big family. I can’t wait to do it again. We’re going to do it in Havana in November 2024.” Her goal is to sell the reality TV competition to Netflix so it can be shown throughout the world. “I want
everyone to see what makeup artists are doing and how they use makeup in other countries. You can see the creativity they have, especially without the resources we have in the US.”
All the while, Feliciano was applying to get MMKL Cosmetics on shelves at ULTA and other major retailers. Finally in 2023 Walmart called. They began selling her cosmetics online and are in talks to carry it in 50 stores as part of their small business support program. It will be sold in stores throughout the southern part of the US, close to the largest concentrations of Cuban Americans. “This is the first Cuban brand they carry in the north.” Feliciano currently manufactures all her products out of her lab in Storm Lake but hopes to change that as her brand becomes more popular in Cuba. “My goal is to open another factory on the island so we can sell the products more economically. For more Cubans to purchase our products over there we have to fabricate it there.”
Feliciano credits memories of her mom using coconut butter as primer for how her culture influences her dream. “Your foundation sticks so well, especially a matte foundation because those can really dry out your skin. It really balances the pH in your skin. Those are some of the tricks we use. Latinas are very creative using basic ingredients to enhance our beauty.” With that in mind, Feliciano plans for MMKL Cosmetics to become a trusted beauty brand across cultures and oceans.
By Christina Fernández-Morrow
From left to right: Claudia Schabel, Blanca Plascencia, Rocio Hermosillo Tarin, Erika Macias, and Perlla Deluca.
Photo by Tatiana Peña
When Perlla Deluca, Rocio Hermosillo Tarin, Blanca Plasencia, and Claudia Schabel got together with publisher Erika Macias to talk about a magazine, they knew they could be making history. As Latina business owners, they didn’t have a lot of resources that catered to their unique challenges and goals. Creating JEFAS - Latinas in Business Magazine would change that. “We are proud to produce this magazine because we contemplated it for a few years. We want to demonstrate the power that Latina women have. Through our magazine they can make connections with other Latinas who already have or want to start their new business,” says Macias, publisher of Hola Iowa, a print and digital publication that covers news from Latino communities across Iowa. She knew it would take a team to make it happen and she reached out to other businesswomen and invited them to help lead the launch. “I’m excited it comes from us,” says Deluca, CEO of Southeast Constructors, a company that specializes in heavy construction. “We have amazing energy from so many people working together on this project. I love to see the community more connected, working together, helping each other grow.” That synergy is what makes this magazine unique. Everyone leading the charge is Latine, the majority are
We want to demonstrate the power that Latina women have. Through our magazine they can make connections with other Latinas. “
Latinas, including many of the writers, photographers, and editor in chief. Hermosillo Tarin agrees. For her, it’s a step in the right direction personally and professionally. “It’s about empowerment. It’s one of my core values.” Her realty company, ELLLA was one of the first to have an all-Latina team that quickly grew from three to twelve bilingual realtors across the state. She is excited to help the magazine become a tool that helps women business owners live a balanced life. “When I first started my business, I went all in. I was trying to take care of everyone else, but I forgot to take care of myself. The biggest impact on my life was connecting with others that had already been through it and had the same background as me. They showed me a whole other perspective around mindset, spirituality, taking care of your mind, body, and soul.” She realized that being a business owner placed her among a lot of masculine energy and is excited to tap into more feminine energy. The women feel that the most exciting part of bring-
ing JEFAS Magazine to fruition is the support that happens when dynamic women have a place to showcase their passions and expertise.
Blanca Plascencia has been investing in her growth since her days as a Latina Leadership Initiative (LLI) participant. Back then, she was managing a restaurant but had dreams of opening her own that would feature a menu of dishes special to her, that represented her favorite childhood flavors. A few years ago, she opened El Fogon in West Des Moines and soon followed that up with a second location near Jordan Creek Mall. Today, she continues to share her skills volunteering for the annual Black and Brown Business Summit, and the LLI board of directors. “I am passionate about all things business and entrepreneurship. I want to share what I have learned with others so that when they choose to start a business it can be easier for them. I love that the women working on this are all so talented and hard workers. I can learn from them, too.” Her networking
led to contacts and opportunities that helped her grow as an entrepreneur. She was honored as Iowa State University Ivy College of Business’ Woman Business Owner of the Year in 2022, the same year she won the American Dream Award by the Iowa Restaurant Association. In 2024, she was selected to the Goldman Sachs 10,000 Small Businesses’ 12-week program focused on business growth, where Deluca is an alum.
Fusing savvy women together under the same goal makes JEFAS Magazine a valuable tool beyond just showcasing the economic power of Latinas. “It’s important to pause other things and devote some of my skills to this group so we can help others on their own journeys,” says Schabel, President, of Schabel Solutions Inc. who has dedicated over twenty years to helping institutions understand and grow through diversity, equity, and inclusive practices. “It’s exciting to do something to encourage and inspire others to fulfill their own visions. That’s what really drives
me. This is for Latinas by Latinas. There are a lot of things done by others for us that don’t always fulfill our needs or inspire us the way we can inspire each other.” Schabel sees this magazine as part of a strategic plan to live towards a vision that can uplift the entire community. She wants it to build awareness of how Latinas are changing the overall landscape in Iowa. “We’re part of this community and are not only successful in business, but we have been trying to build a stronger community for all. I’m hopeful this message is going to resonate with people that are not even in business yet.” Plasencia adds, “It’s important that Latinos aren’t only seen as laborers but show how we contribute to making Iowa a better place, and this magazine can do that.”
By Christina Fernández-Morrow
México | Des Moines & Marshalltown
CEO of Inmobiliaria Inc. Spinning dreams into wealth.
PAOLA JUAREZ
Venezuela | Muscatine
A few minutes a day can create healthy habits & lifelong benefits.
NAILEA VALDIVIA
México | Des Moines
CEO of May Eleven. Bringing fashion to Central Iowa.
Business Coach, Mentor – What’s the difference? We asked three successful Latinas to share their perspectives.
Adriana Contreras runs a beauty salon in Iowa City and is a certified bilingual business coach for ActionCOACH Campus.
Mayra de Catalan has had a long career with major banks and lenders, earned a master’s degree in statistics, and is a graduate of the Latina Leadership Initiative of Greater Des Moines.
Claudia Schabel launched her DEIfocused consulting and strategic planning company based on over 30 years of experience in the business world.
What is a business coach?
CS: “A business coach is a type of consultant - someone who provides a different perspective on the business and has expertise in helping other
business owners achieve their goals while navigating the complexities of running and growing a business.”
AC: “A business diagnostic for your business. We look into all aspects of your business to determine where you’ll need help. See what works and what doesn’t; help you read financial analytics to keep track of sales goals, employee attraction and on-boarding.”
What is a mentor?
MdC: “Individuals whose experience, expertise, and values align with your career goals.”
How are business coaches and mentors different?
CS: “Business coaching is a goaloriented process that assists in identifying and achieving specific
business goals and objectives - for a fee. It involves structured conversations, skill enhancement, and performance improvement strategies.
Mentoring is a more holistic and relationship-based approach. A mentor, ideally possessing extensive experience, provides wisdom and insights to support the mentee’s overall development. The mentor-mentee relationship typically focuses on general personal and professional growth.”
AC: “A business coach is an investment. However, the coach keeps the business owner accountable and there will be success if the business owner wants it.”
MdC: “Mentorship is not just about professional guidance; it’s also about building a meaningful relationship.”
What should an entrepreneur look for
AC: “Have you ever put together a puzzle, one of those 1,000-piece puzzles with a complicated background? Imagine that puzzle is your business. Every so often we are faced with a puzzle piece that we just cannot put together. That’s where Coach Adriana steps in. I have the ability to look over the whole puzzle, and direct you to the right puzzle piece!”
CS: “Some business coaches teach business skills, while others serve as partners in achieving success in the business. A coach guides you to make the right choices. The key benefits vary.
1. Business coaches teach you more efficient ways of getting something done. My first business coaching program was focused on teaching a group of business owners the secret sauce for quickly creating a mailing list for potential leads.
2. Business coaches can help create a sense of community which is helpful if you are used to working with a team. My transition from working as part of a team to working on my own was a difficult change for me. Having a group of business owners gave me a sense of community.
3. Business coaches help you understand what is happening in the marketplace. They work with other business owners and have a strong sense for trends in your industry. In other words, they can help you validate your experiences or challenge you to do things differently to succeed.
You can find a business coach online or via a referral from someone you trust. Selecting a coach is personal. In my opinion, the coach must be aligned with your ethics and financial means to achieve the outcomes you seek.”
Where can entrepreneurs find mentors?
MdC: “A common struggle I found was the difficulty in finding mentors like me within my industry. Limited representation and access to professional networks pose barriers to identifying suitable mentors. To overcome this challenge, look for mentors within affinity groups,
professional associations, or online communities tailored to Latina professionals. Additionally, don’t hesitate to reach out to potential mentors through networking events, LinkedIn, or mutual connections. I enjoyed building relationships with leaders that were in a place I could see myself in the future.”
How can entrepreneurs maximize their investment in a business coach?
AC: “I learned that working on my business more than in my business will help me run it a lot better. I started seeing changes in my salon just by dedicating more time to the business side of it.”
CS: “The most important thing to keep in mind when choosing a coach is to have clarity on the goals you want to achieve. A lack of clarity could lead to contracting services you don’t need. The U.S. has over 60,000 businesses specializing in business coaching. There are plenty of business coaches out there. Be thoughtful about how to make your investment work for you and be diligent in selecting a coach or a program that fits your needs. Make sure you implement what you learn. Otherwise, your investment may not achieve the return on investment that you seek.”
How can one maximize a mentor relationship?
MdC: “Effective mentorship is a twoway street, requiring active engagement and commitment from both parties. Some strategies that have helped me to maximize the value of a mentoring relationship were:
Clearly Define Goals: Take time to clarify your career objectives and areas where you seek guidance. Clear goals will help guide your discussions and ensure that your mentorship experience is focused and productive.
Be Proactive and Prepared: Many times, I took the initiative scheduling meetings and initiating conversations with my mentor. Come prepared to each session with specific questions or topics to discuss. Articulate why you admire their work and why you believe they would be a valuable mentor. Highlight in a business coach?
specific skills or experience you hope to learn from them.
Actively Seek Feedback: Be open to receiving constructive feedback and use it as an opportunity for growth. [Ask about] your performance, skills, and areas for improvement. One of my mentors is harsh at times, but I appreciate his honest feedback because it helps me grow.
Build a Relationship: Get to know your mentor on a personal level and foster trust and rapport. [It] will enhance the effectiveness of your mentoring experience.”
Words of advice for anyone looking to enhance their business with a business coach or mentor?
CS: “There is no doubt that a business coach can really help business owners navigate the unknown and help us find our footing with confidence.”
MdC: “Approach potential mentors with sincerity and respect for their time and expertise. Express genuine interest in establishing a mentorship relationship based on mutual respect and shared goals. After initiating contact with a potential mentor, be sure to follow up promptly and express gratitude for their time and consideration. Be on time. A simple thank-you note can go a long way in nurturing the relationship.”
AC: “I started my salon when I was 21 and still at home. As years went by and I grew, I knew that I had to invest to better my business. Even though having a business coach is an investment, I see it as an asset to my growing business.”
By Christina Fernández-Morrow
Understand your personal finances – that’s key! What do I mean? That sage advice from your grandparents: Don’t spend more than you have, don’t buy things you can’t afford. Nowadays with credit cards, you don’t have to wait, we have the power to buy what we want, when we want it. But, without knowing your personal numbers, debt can become a lifelong struggle and unnecessary stress. So, listen to your grandma and only buy those extras if you can actually afford it in your personal budget.
You need credit so it’s important to understand how it works. Here is what I do:
When I get a paycheck, I deposit it in my checking account. I track how much money is there. For example, if I have $1,000 in my checking account, I use my credit card (that gives me cash back rewards) for everything I need like gas, groceries, food, etc., but never exceed what I have in my checking account. When I get my next paycheck, I deposit it in the same checking account. I keep using my credit card to pay for everything so I’m not disrupting my account. Two days before my credit card bill is due, I pay the whole balance – always, every month.
With this method, I earn a little cash from the credit card, NEVER pay interest, and I only spend what I have. If you do this consistently, you’ll build credit history and a high credit score. This is necessary for good business management and to get a business loan. If you don't understand the basics about personal finances, chances are that you might not be able to manage the finances of a business, so learn the personal first and be willing to stay within your budget.
Once you have the basics, (hopefully some savings, and good personal credit history & score), you need a business plan. I looked for resources, mentors, SBA (Small Business Administration), SCORE, Latina Leadership Initiative,
and whatever else would give me hope. I was completely OUT OF MY COMFORT ZONE. That assistance really helped me grow as a person. After tons of interviews, appointments, and financial resources I was still hearing NO’s every time I applied for a loan. It was discouraging. I took an emotional intelligence course in Guadalajara. It helped so much! While working on my business plan I met my mentor through SCORE. He is a retired banker named David Ogburn. He took one look at my business plan and slammed it on the desk saying, “Anyone can download a business plan off the Internet.” Ooh! The indignation! I had been working on that for three years! But he also gave me valuable advice. “As a banker, what interests me most is when and how you will pay back the money I lend you.”
That changed the focus of my business plan. His honesty was super helpful, and I am so grateful for his help. I understood that I had to work on myself. I had to become a person who believed she could manage money from a successful business so I could repay the loan.
Books, training courses, business classes, lots of YouTube videos, Google searches and especially time with my good friend and mentor, Kim Tarbox helped me grow. I am and will forever be grateful for all the time, meetings, and advice that lifted me up and showed me that it’s OK not to know! It's OK not to understand! Not everyone knows everything. I had to be brave and humble enough to say, “I’m sorry but I don't understand this, can you please explain it to me?” This simple phrase can make a huge difference in negotiations, and in life! Gracias Kim and Paul Tarbox for helping me, and for creating the logo for El Fogon! I am forever grateful to you!
Back to business. Once you have a business plan, it’s super important to have a relationship with bankers and lenders. To begin, where do you bank? Why do you bank there? What values do you share with your bank? What resources do they offer? Do you know anyone at the bank who greets you when you walk in? I didn’t have that. From my experience, it felt like most large banks didn’t care about the little people like me. Small community
banks and credit unions were a better fit, especially those with resources in Spanish! That was important for me to make sure I understood everything. Have you ever been to a community event and seen a bank or credit union there, supporting a local sports team or cultural celebration? Get to know those people. Introduce yourself, learn their names and where they work, tell them about your business, start building a relationship with them. It doesn’t matter where you are in your entrepreneurial journey, they may be able to help, or know someone who can.
If you already have a business, it’s important to know the three most important financial reports: profit and loss, statement of cash flow, and balance sheet. There are excellent books about how to create, manage and analyze each of these reports to grow your business.
Once I had my business plan, took all the advice I could, created relationships with financers, and worked on my insecurities, I secured 2 SBA 7(a) loans that I paid off early. I had excellent credit, a strong financial foundation for my business and a great relationship with my lenders. It was the right time to go for my biggest loan ever. This was for a much larger project and the costs rose way higher than I anticipated. At first, I thought I could get a conventional loan, something between me and my bank. However, since the numbers kept growing, I did not have enough assets for the amount I needed. I went back to an SBA loan. But everything had changed! The bank now worked with a third-party vendor to handle SBA loans. IT WAS TERRIBLE! This is the most recent thing I learned about financing. If you are looking for a loan, and you don’t have enough assets to back up the funds, the SBA is a government agency that can help you with the financing. They don’t lend money, they are not banks, but they work with some banks to help you get approved (they can back up the loans).
Many banks do different types of SBA loans for different purposes like startups or commercial property acquisition, and they are a great option for first-time and minority owned businesses. Check with your bank. If they work with a third-party company, the process can turn into a nightmare. Oftentimes the third-party
If you already have a business, it’s important to know the three most important financial reports: profit and loss, statement of cash flow, and balance sheet. “
vendor prepares the paperwork almost as if it is for an audit and the process can take longer than 6 months. But don't give up! There is always a way if you have a strong business plan that includes details around when and how you can repay the loan. You can get financed, but it is a better experience if the banks process their own loans instead of using third-party companies. Also, shop local and never give up!!!
By Blanca Plasencia
Sixty-two years ago, Antonia Mosqueda and her husband Richard took a family recipe for a flour taco and turned it into a Des Moines institution. Tasty Tacos is often the most missed restaurant when Central Iowans move away, and their first stop once landing back in the city. With six locations in the Des Moines metro area, the Mosqueda family has grown twice as large since patriarch Richard passed away in 2000. Continuing the family business, his daughter Linda Blair stepped in as copresident and later became president and CEO. With her mother at her side for guidance and support, Blair grew the business and expanded into retail. “He might have been in the limelight, but she was always there, right beside him. They were a team,” recalls Blair. “With my mother behind me, who is a strong person, she was my sounding board, my confidante. She held me up through tough times and kept me strong. I couldn’t have done it without her.”
Tough times are inevitable in any business. One of those times was the floods of 1993, when 250,000 Des Moines residents were without water, over 40,000 without power, and nearly 50 people died. Tasty Tacos never closed their doors. “We stayed open the whole time. That amazes me now, how we did that. I remember we had bottled water coming in every day. We used bottled water to wash, we used it to cook,” says Blair with wonderment in her voice recalling how they kept up with orders in the midst of the entire city being declared a disaster area. Knowing how to operate in the face of adversity is the secret sauce to a long-lasting business. Whenever they faced hard times, like the 2020 pandemic, Blair knew how to tighten belts and pull in the reins. She constantly analyzed costs and expenses to ensure the restaurants
were running efficiently and effectively, to keep costs low without compromising the flavors their customers crave. “We know how to survive and that’s really helped us. You have to know when to cut back. There are lots of luxuries,” says Blair, referring to items of convenience that may end up having greater costs down the line. “When money’s low you really have to keep it tight. A lot of people don’t know how to do that and that’s why a lot of businesses fail.” Being a family-owned business, everyone has a vested interest in her success, so Blair had plenty of encouragement to do what she needed to keep the business running.
She wasn’t afraid to take risks when it came to innovating to keep Tasty Tacos growing. After years of customers buying their taco sauce and salsa by the quart, she decided to bottle it. Today, you can find their salsas, red taco sauce and packets of taco seasonings on shelves in Hy-Vee in Iowa and neighboring states. That bold step strengthened the Tasty Tacos brand, a feat her father would be proud of, and one that her mother continues to support. “She’s a force,” says Blair of her mother’s championing her growth strategy. “She always gives her opinion, and we always listen because she’s been there since day one. Why wouldn’t we listen to her? She’s been there through thick and thin, so she’s seen it all. She’s still a stockholder and advisor to the board. That’s the role I’m going to take from here on out.”
Earlier this year, Blair stepped down as president and CEO, and her daughter, Jennifer Gardner took over that role. Gardner grew up watching her grandmother guide her mother, worked alongside Blair for over twenty years, and is now poised to be the third generation to lead the family business. Family is key to their success. Blair’s son is the VP and her nieces, nephews,
cousins and siblings all play essential roles managing locations and the administrative side of running the business. But just because Blair is retiring, it doesn’t mean she plans to step away entirely. “Not many people stay at a job for over 40 years. I started washing dishes at a very early age.” Blair worked many jobs at Tasty Tacos while the business grew; she was there as they went from a hole in the wall to their current half dozen locations. “When kids are part of it from the beginning, it’s part of who they are, it’s part of their life. They can’t imagine not doing it anymore.” While she hopes to have more time for her hobbies like biking, pickleball, and beach vacations, she still plans to be around to help her daughter transition. “I am going to work part-time. I’m not ready to completely cut those ties.” Blair hopes to see her vision of a nationwide brand come to pass with their salsa and spices in stores beyond the Midwest, and serve on the board to support Gardner as she implements her
With my mother behind me, who is a strong person, I couldn’t have done it without her. “
ideas for the future of the business. With her daughter under her wing, and her mother at her side for continued support, Blair is poised to leave a legacy that parallels that of her father who taught her, “Nada es imposible, nothing is impossible” – a saying she has clearly taken to heart and proven to be her personal motto.
By Christina Fernández-Morrowby Wezz De La Rosa
Guatemala & México | Urbandale
CEO of Bronze Room. Self-love and self-care in dos idiomas.
ANA MACEDA
México | Des Moines
CEO of Crown Cleaning LLC. From the ground up; a cleaning business with heart.
YRIS GUZMAN
México | Des Moines
CEO of El Jardin de Yris. Blossoming inspiration from a garden in Jalisco.
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Sonia Parras Konrad, a Des Moines attorney, is more than just a legal practitioner— she is a force to be reckoned with. For more than two decades, Sonia has fought legal battles for immigrant communities across Iowa. While her name has graced numerous articles predominantly focusing on immigration, domestic violence, and the law, Sonia’s journey encompasses far more than legal expertise. She has transformed her one-person operation into a thriving law firm in Des Moines, with a satellite location in Storm Lake. Sonia now has a staff of ten and the fortune of having more work than she can handle.
In our interview with Sonia, she shares invaluable insights into how she grew her business, shedding light on her growth, challenges, and supporting and empowering her team.
Q: Financing can be a significant challenge for entrepreneurs. How did you manage financing?
“I worked in the nonprofit sector for 18 years. [After] I took on more than 200 pro-bono immigration cases after the largest raid in U.S. history, people started to call. It was very organic. I rented a room for $300. I had one computer and one desk. I set up a phone line and people started to call. I didn’t have to take on loans or get into debt.
What I did with the first money I earned was hire a CPA. I didn’t know about finances and the biggest problem a new business can face is not being financially savvy. I used that first paycheck to pay for a bookkeeper/CPA.”
Q: Can you share how you transitioned from a one-person operation to a large law firm with multiple employees? What were
some of the challenges or growing pains you encountered?
“I’ve been a lawyer for 25 years. Since 2019, I’ve been doing a pilot program with the Mexican government where they provide a grant and I do low fee work for them so that the client doesn’t pay.
I try to be modest because I am so lucky. I have so much support from my community. I can’t complain about growing pains, but the biggest one was the increased workload and the demand for my services. When you work 80 hours [a week] you realize either you need to stop taking work or you get help. So, I got help. I love creating a team and building it from the ground up. I recruited people that had that mindset of “giving and taking.” Yes, we are here for the paycheck, but we are also here to support and give back.
Another growing pain is staffing challenges. 90% of my staff are women. Sometimes they outgrow me and that’s okay. I’ve had employees with me for one year and some for 12 years. I have had to learn how to be very clear on employee policies. Give them a policy book and have an internal manual on office functioning.
When you grow as a business, communication can break down. I know that some people don’t see the value of staff meetings, but take them as an opportunity to strengthen your team. Ask them to have a say in the business, what can be improved, and how things are going. Identify problems or challenges and together come up with ideas for how to fix them. That is better than just being the boss and giving an order.
Also, quality control is very important. We spend a lot of time training in our office. The more I train, the more free I am to improve other areas of the business. I train my employees so well they open their own law offices and I truly celebrate that. It’s great! If you don’t train your employees well, then everyone suffers.”
Q: How do you support and empower employees within your firm?
“Everybody will tell you that it’s the team’s office and not just Sonia’s office.
So, it’s not your typical office. First off, our office doesn’t have walls. It’s open. Everyone is accountable to each other. It creates a sense of belonging. Also, we do a lot of activities that aren’t workrelated during working hours. People say I’m losing money, but that’s an investment. You are investing in your people. We have a fun committee at the office that is formed by the youngest members of the office. They have a budget and come up with proposals. We do an activity once a month like a painting class, dancing lessons, or going to a movie. Training and developing your staff and giving them a break to be human is crucial. Create a positive work environment.”
Q: What are your plans for future growth and expansion of your firm?
“I plan to retire leaving behind the next generation of people who are going to continue to do the amazing work we do in our office. I will continue to bring on associates who can do the work better than me, and then I will fade away.”
Q: What advice would you offer the next generation of entrepreneurs?
“You are nothing without your team. Your bosses are your legal assistant, receptionist, and your accountant. Also, I remind them that I am privileged to have an education that I can use, and I need to acknowledge my power and privilege constantly. That doesn’t make me more important than anyone else. Network with your community. Attend local networking events and join professional organizations locally. Participate on boards if you can. Have a presence in the community and build relationships. It’s been the key for my growth. Invest in continuing education, analyze your performance, and take on speaking engagements. Be a mentor and also seek mentorship and guidance. Provide excellent client service. In our community, word of mouth is very important. If you listen to your clients and are constantly innovating, improving, and making sure that your service is available and accessible, then that encourages loyalty and referrals. I take this very seriously. I have many clients, but my clients only have one lawyer - me! I have to try to exceed their
expectations at every turn. Don’t forget to celebrate! When you finish, don’t just say, “Next!” Stay in the moment and celebrate. We take pictures.
I always have my clients tell me something that I did well and one thing that I can improve on. I take what they say very seriously.
Give back every step of the way to your circle and your community. It’s taking and giving. You have to have a balance.”
By Lily Allen-Dueñas
Central Iowa is more than 1,100 miles away from Juarez, Mexico, the birthplace of entrepreneur Adriana Soto. But Soto has a love for Iowa that overcomes separation from her hometown. “I'm proud that I come from an immigrant family,” says Soto. About 30 years ago, Soto’s family moved to the Midwest to work for a packing company. They thought they’d only stay in Iowa for six months, but life had different plans. At the time, the Hispanic community was small. “My parents didn't speak English, so they didn't know where to go, so I was always helping them.” Soto had her first baby at 17 years old. At 19, while her daughter was a toddler, she began studying insurance, with the goal of providing coverage to Spanishspeaking Iowans. Even after passing all the exams required to sell insurance and get her licenses, it was hard to get investors. “They didn't want to give me a contract," Soto recalls. "One, because I was Latina, and two, they didn't believe that there were enough Hispanics in Des Moines to be successful.” Some companies never got back to her... but others did. Now, 10 years later, Soto owns Adriana's Agency, the first Latinarun independent insurance agency in Des Moines, where she works with several companies offering insurance policies. “That means a lot because I proved them wrong.” Soto believes the lack of Spanish speakers in insurance creates problems for Iowans who don’t know how to navigate policies. “They're trying to be as educated and follow the rules as much as they can," Soto says. "Some of our people cannot have a driver's license yet because of many reasons. But if they can get insurance to try to comply with the state, they're doing it.” Soto provides many different types of insurance, including auto, home and personal, as well as various commercial lines that include workers compensation, and SR-22 insurance.
It’s about the people. I have a mission to help everyone, and it comes from my heart.
When discussing what keeps her going on her toughest days, she is brought to tears, “My mom is a very strong woman, and I grew up seeing her like that. There was never room for her to give up. She always worked. She worked all her life. Even when she was sick or exhausted. And then she would come home and
continue to work at the house." Her mom kept the family going with several jobs, often working more than one at a time. “I need to make her proud. Her moving from another country, leaving her family behind and her own mom and dad; I want her to believe that it was worth it. She did it to give us a better life. I want her to know that she did the right thing.” Soto also wants to show her daughter what it means to persevere. “I need to show her what my mom showed me by not giving up," she says.
Some days are harder than others, but Soto says the women in her life fuel her. Besides being inspired by her mother’s tenacity and the work ethic she led by example; Soto’s daughter is her greatest champion. Her help was critical in making Soto’s career successful while she raised her three children, studied overnight, and opened her business. “[My daughter] was always there," Soto says. "She would take my sons to school, then pick them up. If it wasn't for her helping me with the boys, I don't think I would have been able to do it."
When she’s not reviewing contracts, Soto is sharing news as a co-founder of Radio Iowa En Linea, a Spanish radio
station. “I love radio. We don't have a Spanish [television] channel, so for a lot of people, it's a way for them to get information about what's going on, get news, weather and what happened over the weekend, or what events are going on in town. If something's happening in the community, we broadcast the information like when it's time to register to vote.” As a Latina who’s created her own path with the help of other women, she wants to share a message. “It’s about the people. I have a mission to help everyone, and it comes from my heart.”
By Samantha Mesa
Latinx entrepreneurs are a source of inspiration for the business world. Their journeys are a testament to success, passion, and innovation. Their achievements contribute to our economic landscape, and their unique perspectives inspire others to chase their dreams. In the heart of Marshalltown stands Lara’s Bakery 3, a thriving, diverse, Latinaowned business that overcame challenges and setbacks to blossom into what it is today.
The Lara family bakery has been around since the late 1960s when Raul Lara, Javier Lara's father, established it in Mexico. Javier Lara brought the business to Des Moines and, with the assistance of his siblings, opened their first location. This location is still running today, under the management of Javier's siblings. Based on their bakery’s success in Des Moines, Lara opened Lara’s Bakery 2 in Marshalltown in 2006. The family envisioned serving the community in the downtown area, so Lara purchased two locations intending to merge them into a single business.
With the help of his wife, Salustria, they accomplished that goal.
After the grand reopening of the newly renovated Lara’s Bakery 2 in April 2018, the downtown area was filled with the inviting aroma of freshly baked confections. Unfortunately, just three months later, an infamous tornado swept through Marshalltown and caused significant damage to many homes and businesses, including Lara’s Bakery 2. Owners Salustria Lara and her daughters Gabriella Lara and Patcy Castillo experienced the devastation firsthand. Fortunately, they took shelter in a small office, and no one was hurt. But their business wasn’t as lucky. “We were affected very badly because you can say that our reality was gone,” shares S. Lara. “All our efforts and dreams were invested in that building, but it was short-lived,” adds Castillo. Their mom was a driving force behind the business, but she faced health challenges after the disaster, which prevented her from planning the bakery’s restoration and future. However, her daughters stepped up to the challenge to restore the business. The Lara family put in a lot of effort to reconstruct their building after the destruction caused by the tornado. Unfortunately, like many others in the community who were trying to rebuild, they became victims of scammers who preyed on their desperation to restore what they had lost. A fraudulent contractor took advantage of their dire situation, making their task more challenging. After months of going back and forth with their plans, little progress was made. The city issued an ultimatum, giving them a specific time frame for completion. Unfortunately, they discovered their contractor had scammed them and taken their money. Therefore, complying with Marshalltown’s deadline was impossible. The city seized their property. “They just ended us, trampled us. The contractor robbed us, and we couldn't do much. The city demanded that in certain months we had to fix it and have the business running, and we weren't going to be able to,” Castillo says.
However, the women weren’t going to give up that easily. G. Lara and Castillo approached the obstacle before them with determination. Driven by their
passion for continuing their family legacy and the desire to honor their parents' success, they understood the challenges and were determined not to let their hard work go to waste. The focus turned to their original location, revamping it to meet their needs and growth. “They have always been part of the business because they have always worked with us. We taught them that it is a family business, and we have to work for ourselves to get ahead, so they decided to be part of the business, and now they are the owners,” says their mother.
Despite facing challenges from natural disasters and a worldwide pandemic, the Lara women persevered against pervasive stereotypes, proving their strength in adversity. “Being a Latina woman, it is not easy because they do not take us into account much; they think we do not have the skills to maintain and manage a business,” shares Castillo. Latina business owners encounter skepticism and discrimination, with stereotypes often undermining their credibility and progress. “They always say that one is less, one is worth less to run a business than a man, that a woman's decision always counts less than a man's, but I think that as a person, we are equal,” says S. Lara. “That is the greatest obstacle that, like every businesswoman, we have had in our lives,” adds her daughter, G. Lara. Her father, Javier Lara, expresses his pride and support for the women in the family who are at the helm of the business. “More than anything, I believe in my wife as a woman who has greatly supported me. Without her, I would be nothing. As a man, I alone would not have been able to get to where we are because we forget to give credit to our wives and daughters as women who deserve it.” He acknowledges,
emphasizing the indispensable role of women in the family’s business.
The Lara sisters successfully reopened Lara's Bakery 3 after reclaiming their initial Marshalltown location. They each have distinct roles in managing the business. G. Lara is responsible for overseeing retail operations, store production, and uses her artistic skills to decorate cakes. Castillo, on the other hand, is responsible for product distribution, quality assurance, and networking. The sisters work in unison with the assistance of other family members, such as their husbands and their brother Javier Lara Jr., who learned the recipes from his father passed down from his grandfather. "We as a family stay united to prosper the business," says Castillo. The Lara sisters aim to expand their distribution of baked goods to more locations, including gas stations. Their baked goods are currently distributed statewide, and in a mini mart in Wisconsin.
The family feels gratitude to their loyal customers in the Marshalltown community and beyond, while encouraging Latina business owners to pursue their dreams. “I know it is not easy, much less at this point, because there are already many obstacles after COVID-19. Maintaining a stable business is difficult. I simply advise you not to give up; always be positive,” encourages Castillo.
By Joaquín Ramirez
Baking treats for her co-workers, Raquel Paz never imagined it would lead to becoming one of the first Latinas to open a business in Des Moines. Paz, her husband Jesus, and their infant daughter moved to Iowa in the late 90’s, where they found jobs cleaning offices. In the evenings, Paz enjoyed baking cakes she learned to make as a child in Mexico. But it’s not the time in the kitchen that Paz relies on the most in her business, it’s the times she went shopping with her grandmother. “She talked to everyone at the market. We would be there longer than we needed because she would have a conversation with everybody. I think I inherited that trait.” She loves talking to her clients and making them happy. “Being Latina helps me be more authentic in my interactions with customers. We talk about more than just cake; we talk about our lives, our culture, food, our families, what we go through. There’s always something to relate to. Those connections invigorate me.” Besides helping her learn more about customers, her gift for building relationships helped start her business. After getting compliments on the baked goods she’d take to work, coworkers began asking her to bake for their special occasions. She started with flan and tres leches cake recipes she remembered from her childhood. With rave reviews, she created a flyer and posted it on the bulletin board of a Mexican grocery store in Des Moines. “There weren’t many options for Spanish speaking bakers at the time. I’d call people and say, ‘Hi, I have a deal on cheesecakes, would you like to place an order?’ They always said yes.” As word spread, she began getting orders more regularly. She would work all day cleaning offices, and then get home to bake while her husband helped where he could and cared for their baby. “We had cakes everywhere – on the counters, inside
cabinets, all over the kitchen.” By the time her daughter was a year old, Paz decided to quit her cleaning job and focus on baking. As she outgrew her kitchen, it was clear she needed a larger space dedicated to baking. “Having a business is hard. It seemed like I was doing so well when my kitchen at home was full of cakes but in a commercial kitchen, I learned it wasn’t enough. One weekend I only sold 6 cakes.” But Paz continued to work on her skills and use customer feedback to improve. In a year she outgrew that kitchen, too and began looking at locations that included retail space. In 2004 she moved to her current location. She was one of the first Latina businesses in the area that later became La Placita, a stretch of East Grand Avenue with mostly Latino-owned businesses that was later developed to resemble a town square in Mexico.
Twenty years after that move, Paz reflects on the transformation she’s experienced within her business.
“I’ve seen so many changes in our community. For example, I get a lot more orders for graduation cakes. I like that. We have a diversity of clients now. At first it was all Latino, but now I have some non-Latino customers who love tres leches cakes.” As demands have changed, Paz remains humble and honest. There are times when clients want a design she and her team are unable to provide. “We can’t do everything. I focus on quality for what we can do; sometimes that’s different than what the customer has in mind, but similar enough to make them happy. If we can’t do that, we will refer them to other bakeries that might be able to meet their needs.”
Paz makes sure to credit her family for supporting the growth of her business and the sacrifices it requires. When they first opened, Paz worked in the bakery all day while Jesus worked cleaning offices. He would join her after work, and they’d bake well into the night while their
daughters played in the bakery. Even after Jesus dedicated his help full time, the couple had very little time away from the bakery. Up until 2017, the bakery was open seven days a week. That year was the first time she was able to be closed on Sundays, allowing her more time with her family that has grown to three adult daughters, a son-in-law, and a young grandson. When she thinks about the future of her business, she hopes it lives on, but doesn’t put that pressure on her children. “My daughters all love the bakery and help all the time, but I don’t see them taking it on and I respect that. I want them to be happy in whatever they do.”
One thing is certain, happiness is at the forefront of her business. “I feel privileged with every client that comes in, from those from my days working out of my home, to those who come in for the first time today.” With the help of her husband, her team at the bakery, and the support of her daughters, Pastelería Raquel will continue to be a staple in the community for decades to come.
By Christina Fernández-Morrow
100 University Avenue, Des Moines, IA
Al lado de la oficina principal de correo
Abiertos de Lunes a Jueves 9 am a 5:30 pm
Viernes de 8 am a 5:30 pm
Horario del Drive-Up L-V 7:30 am - 6 pm
Nancy Ávila is breaking through the barriers of a predominantly male industry with her superior scissor skills. This Latina barber navigates the realm of razors and fades while reshaping perceptions, defying stereotypes, and encouraging a new generation of barbers to embrace diversity and inclusivity. One Love Barbershop's business exudes modern vibes, enticing a diverse clientele to an environment where they can regain confidence from a fresh new cut. It all started with broken dreams and misdeeds. “I was getting in trouble, in and out of jail, and I needed to keep myself busy and off the streets,” shares Ávila. She decided to enroll at the Iowa School of Beauty to earn her cosmetology license, as encouraged by many friends who had experienced a taste of her self-taught hairstyling skills. After graduation, her bilingual skills secured her a spot with Great Clips Salon. She quickly developed a loyal following of Latino men who appreciated her trusted skills and comforting demeanor. “I didn’t know how to fade, but they would encourage me to try,” recalls Ávila. “Tu dale! No tengas miedo; don’t be scared,” they said as they requested barber-style cuts, always leaving the salon satisfied. After recognizing her potential, she attended barber school to sharpen her skills. Upon completion, she was eager
You may fail once or twice, but you must take the Ls. Life is a game; if you want to win, you must play it. “
to start her new journey but was rejected by many barbershops. “I got told many no's simply because I’m a woman,” she says of the struggles of being a female in a male-prevalent industry. Despite landing an opportunity in Des Moines, clients doubted her abilities. “I’ve never had a girl cut my hair. Do you even know how to cut?” they would ask.
The umbrage only fed the desire to chase her dreams and achieve greatness. Ávila dreamt of opening her own barbershop but knew she didn’t want to do it alone. In January 2023, she opened One Love Barbershop in Marshalltown, with a team that shares her values of caring, giving back to the community, and being role models for younger generations. One Love Barbershop is dedicated to giving back. One of their initiatives is to provide free haircuts to children before school. However, she has a grand vision for her business beyond being a regular barbershop. She wants to create a safe and welcoming environment for teenagers to hang out and seek guidance from positive role models during challenging times. Ávila aims to start group sessions in the future. “I want to help teenagers, be a role model, and be involved. Help them feel comfortable and ensure that they feel the positive energy as they walk in.” Inspiring Latinas who have harbored dreams suppressed by a lack of support and motivation is Ávila’s primary goal. “Sometimes you have to be the movement to keep others inspired,” she emphasizes. Countless aspiring Latinas have sought her counsel on embarking on their barbering journey or pursuing dreams of entrepreneurship. “You have to do it,” she asserts. “Sin miedo al éxito,” adds Ávila. “You may fail once or twice, but you must take the Ls. Life is a game; if you want to win, you must play it.”
By Joaquín Ramirez
México | Des Moines
CEO of Stars Beauty Bar. Spreading beauty, one lash at a time.
ADRIANA CONTRERAS
México | Iowa City
CEO of Adriana's Salon. Starting small and growing into a staple in Iowa City.
GABRIELA ORDAZ GARCÍA
México | Des Moines
CEO of Santa Fe Variedades. Crafting culture into a colorful business.
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In recent years, the landscape of entrepreneurship has been undergoing a remarkable transformation with a surge of dynamic and influential Latina business owners making their mark across various industries. Their stories are not just inspiring; they represent a powerful testament to the invaluable contributions of women. Historically, they have faced unique challenges in the business world yet forge ahead with ambition, determination, and cultural heritage. This businesswoman not only displays this drive and perseverance but is dedicated to educating and encouraging other women to push for their dreams.
Adriana Rodríguez-Almanza, originally from Chicago, is the daughter of the beloved founder of Jose’s Tires. Her father - Jose Rodríguez owned and operated the business before selling it to his daughter. Before acquiring the business, Rodríguez-Almanza was pursuing her master’s degree in Rehab Counseling. When her father offered her the business, she was still in school and lived in Chicago. However, she chose to continue his legacy and continue the business alongside her husband, Hector Almanza, who knew about cars and construction. “Sometimes, we don’t even know where life opportunities can take us,” Rodríguez-Almanza states. She and her husband owned properties in Chicago and had decent jobs, sometimes covering for her father’s business throughout the years. “But we knew nothing about tires. Life opens opportunities and it’s up to you to say ‘Okay, I’m gonna do it.’” Rodríguez-Almanza and her husband sold their properties and moved to the Quad Cities. Almanza moved first in 2012 and Rodríguez-Almanza followed in 2014 after completing her graduate degree. With their expansion in 2016, they opened Jose’s Tires 2 dividing the
responsibility of both shops amongst each other with Rodríguez-Almanza taking the Davenport location.
Rodríguez-Almanza knew the risks, stating that as a business owner it takes a lot of work but also a lot of dedication. When asked what advice she would give to the young Latinas in the community wanting a business, she advises, “To open a business, you have to embrace change. You’re going to play different roles. I’m not just the owner or the manager, I have to do things like cleaning, learn about the inventory and supplies. Things I would never buy in my life. I have to do marketing, learn about customer service,” and she lists numerous other things that go into a tire business. As a Latina in such a male-dominated industry, RodríguezAlmanza spent hours researching and familiarizing herself with the products and services. “If I didn’t know certain things, I had to Google them for logistical and consistent answers.”
Rodríguez-Almanza is glad she has the support of her husband and her family. “To invest in a business is a challenge.
To invest in a business is a challenge. It’s a challenge to put a plan together and know how you’re going to run it. But it’s not impossible. “
It’s a challenge to put a plan together and know how you’re going to run it. But it’s not impossible.” Rodríguez-Almanza went on to say that those who are interested in starting a business should take courses and have a network. “Especially if you are a mom, you're going to need support from the family. Come up with a plan.”
For Latinas who are passionate about something or even if they are uncertain what they want to do with their careers, Rodríguez-Almanza encourages everyone to start small. Her advice: Get involved and see how a business works first, and always make sure you have support. “Sometimes we don’t even know where opportunities can take us, but if you're good at hair, nails, etc. and if you have a talent, make a business out of that! Then you’ll see, ‘I can do this’; you’ll be surprised what you'll make out of yourself.”
Despite the long hours it takes to run her business, she contributes her knowledge and support to the Latina community. “I get a lot of women that come here and don't know anything about tires, just like I knew nothing. I teach them the basics that I have learned.” With the amount of knowledge she has, Rodríguez-Almanza’s passion is to continue sharing what she’s learned to help educate customers on how to take care of their cars and tires – a contribution that is helpful in any community.
By Maya ChavezBreaking Barriers: The Latina Entrepreneur Driving Change in Iowa's Towing Industry
México/Iowa
Stephanie Rodríguez grew up around cars. Her family owns and operates Cotofo's Auto, a car repair shop on the east side of Des Moines. She spent years working alongside her dad and brothers and noticed that some customers had no way of getting their car to the shop for repairs. It gave her an idea and in 2018 she opened Iowa First Call Towing. “It was always upsetting when they had no way to get their vehicles to us,” recalls Rodríguez. “They would call to see if we knew any tow business that could help them in Spanish. There were not a lot of options. Towing companies had limited service or ran for certain hours.” She decided to stand out. First, she made sure to have comprehensive insurance coverage to protect her and her customers. “There were other towing options, but a lot of them weren’t insured and you want to have liability when you’re towing someone’s car.” Next, she tackled reliability, making sure to run a 24-hour service. The name comes from the idea that her business will be the first thought when anyone needs towing services. Rodríguez wanted her company to be easy to remember for both English and Spanish speaking customers, having seen the difficulty some monolinguals had recalling her family’s repair shop.
As the sole female employee, Rodríguez does not shy away from the day-to-day operations of running a tow company. Whether it’s jump starting a dead battery in the dead of winter or winching and extracting a vehicle stuck in a ditch, she’s out there getting the job done. She knows how to attach cars to the truck, load them, and navigate through side streets and highways towing cars safely to their destination. “It took practice, especially driving it
It’s clear she enjoys smashing stereotypes and proving them wrong. “
through the streets,” recalls Rodríguez of her first few times operating the tow truck when she first started her business. Today, there are 4 employees who share the responsibilities. She enjoys working with customers, most of whom are surprised to learn that she is the owner. “They did not want to understand that I was the one in charge and I was able to help out more than the men,” she says. After a few minutes of interaction, customers relax because they can tell that Rodríguez knows what she’s talking about. “I’m used to people being surprised that I’m a woman, a Hispanic woman,” she says with a smile. It’s clear she enjoys smashing stereotypes and proving them wrong. Being the only woman in a room full of men and cars doesn’t intimidate Rodríguez. The petit entrepreneur has big plans for her business that include expansion to other states. Since her company is only six years old, she
knows there’s time for growth. “I haven’t thought much about passing it on,” she says when asked about whether another Latina might be the next CEO of her business. “I would like to keep it woman owned. We need more women out there to prove we can do anything.” Given how much she has already done to even the playing field in her industry, there’s no doubt Rodríguez will find another fierce and fearless female to take the reins when she’s ready to tackle new adventures.
By Christina Fernández-Morrow
Growing up, Lizz Sayasane danced along when her dad played the guitar and piano to disco, 70’s hits, and songs composed by her uncle. It’s no surprise that she taught herself how to DJ and turned her passion into a business. “I’ve always been surrounded by all types of music. I grew up listening to lots of types of music and it expanded my palate for what I like to listen to and play.” When dancing at Latin clubs and salsa nights she noticed the limited variety of the genres of music. She began experimenting with DJ programs on her computer and paying closer attention to what made people get up and dance. She knew a few DJs who played at events and clubs around Central Iowa and asked them questions to learn more. She was offered a few gigs to DJ after-hours and used those events to practice. When her friend opened a club, he invited her to play on a regular basis. She began shadowing another friend who was the DJ for Latin Night at The Saddle every Thursday. She learned about the software and professional equipment to elevate her sets. She devoted hours to exploring and researching. After a particularly packed house at the grand opening of her friend’s club, Sayasane stood out from among the DJs. “The fact that I was a female DJ, people were curious about me, and I think it opened a lot of doors.” That event led to invitations to work at other events and unofficially kicked off her DJ career.
While Latino-owned clubs come and go in Central Iowa, Sayasane stayed in demand by diversifying her target audience. Instead of following clubs, she focused on private events. “I love being a part of people’s special day, whether it be a wedding, quinceañera, a graduation; sharing in their happiness and being part of their family for a day is something I really enjoy.” As her reputation excelled, she felt bad when
her calendar didn’t allow for her to take on events. “If I was already booked or not able to help them for whatever reason, it was sad. I didn’t know other DJs for private events, except for one who I could recommend.” Sayasane began thinking about creating a business where she could work with DJs around the state who offered the same high-quality attention to detail as she did. “Club DJing is very different than private events. It’s important to provide a higher level of service because people spend thousands on decorations and the venue for their special day. You need a more professional aesthetic. You can’t have loose cables and dirty tablecloths. You need to create a polished area and present yourself the way you would as a guest. You can’t be an eye sore at their event.” Her company, Latino Events Entertainment was born from this commitment to professionalism.
Sayasane spent time scouting events and festivals for DJs with whom she could partner, who already had established reputations. “Reaching out to them was scary. I explained what I was trying to do and what it would entail to be part of the team; the look and expectations I had. I thought there would be more pushback, but I found they really embraced the concept.” Their reactions not only helped boost Sayasane’s confidence but showed her that this kind of initiative was needed for both clients and DJs. “I am a female in a male dominated field. I had to fight to prove myself for many years for people to take me seriously as a DJ. Their acceptance to be on my team meant the world to me. They were all in, one hundred percent, they wanted to be a part of my team and are receptive to my feedback. They’ve been so wonderful to work with.”
Her team covers most of Iowa with a DJ in the Quad Cities, another in Omaha who covers events in western
Iowa, one in Bondurant, and soon there will be a DJ in the Waterloo area. Sayasane does all the marketing and takes care of the logistical details with the client before pairing the DJ with the event. She lives by her vision for the company, that they understand culture, traditions, and music for a smooth planning process. Her team covers the event with a clear understanding of what the client wants and what Sayasane expects. Their primary focus is making sure the event has a fun vibe and flow so that the entertainment runs smoothly. This has led to reoccurring bookings at high-profile events like one at the Des Moines Art Center, where Sayasane met the late Iowa Governor Robert D. Ray’s grandson, who booked her for his wedding. It came as a sweet surprise to Sayasane who didn’t know his family at the time he approached her. When she met with the couple to plan their entertainment, she learned that Ray’s grandson was marrying the granddaughter of the first Asian refugee Governor Ray helped bring to Iowa. Those are the kinds of stories Sayasane loves most. She even pays homage to it on her website where she describes her business as, “a team of professional bilingual (English-Spanish) DJs that cater to the modern, multicultural couple looking for the perfect music balance for an unforgettable night.” For Sayasane, some of the most memorable events are the ones where cultures come together to celebrate love through the music she provides. As a self-proclaimed “hopeless romantic,” she says that “being in the presence of love always gets me. It’s an honor to be part of it.”
While events like that are what she loves most about her business, there are still plenty of challenges.
“Time is the biggest challenge. I still have a full-time job. I decided to go for a promotion at the same time as I was expanding the business. Many times,
I am a female in a male dominated field. I had to fight to prove myself for many years for people to take me seriously as a DJ. “
there were no days off.” Sayasane, who is also raising a preschooler, two college students and is a newlywed, credits her family with her success. “I don’t think I could have done any of this without a supportive person at my side, my biggest cheerleader,” she says of her husband, who can often be seen lugging lights, tables, and speakers in and out of events and trade shows. Sometimes he brings their 4-yearold who gets caught up in the music and can’t help but dance along as her mother cranks out beats. Seeing little girls dancing provides an extra push to keep doing what she’s doing. “I hope little girls who see me working events know they can do it, too.” She currently knows of one other Latina DJ in Iowa and hopes they can collaborate one day. “This is what I’m passionate about, working with my community, Latino events and representing our culture.” As she looks to making Latino Events Entertainment her full-time focus, Sayasane is excited for the future of Latinas in business. “If you have a passion for something or see a need in your community for a product or service you can offer, follow your passion and do it. Don’t be scared. Ask for help and reach out to those who are doing it. Nobody knows it all so use your network to help you succeed.”
By Christina Fernández-Morrow
Aracely Cerón de Calderón is having a moment. She has raised three college graduates, made a home in Des Moines, and has just completed her certification to be a health and nutrition coach. “I was motivated by my own health journey that started 5 years ago. I had a hormonal imbalance that affected me in a very drastic way. I fell into a state of depression and anxiety. I overcame it by making changes in my diet, physical activity and lowering my stress levels,” says Calderón. “I had no energy. I was tired all the time. My body was inflamed. All of this increased my stress and affected not only my physical well-being, but emotional and spiritual as well.” Her menopause symptoms were cutting into her quality of life. Having fled El Salvador in 2005 for a more peaceful life where her family could thrive, she was no stranger to facing challenges headon. She started small, incorporating more whole foods and vitamins into her diet. She began walking daily, even when all she could handle was a few minutes a day. When she began to feel better, she shared advice with others who had similar health concerns. “As I recovered, I had the idea of sharing my results with others in the community, especially those who need baby steps to get started. You can have significant results in overall health by making small changes. For example, replacing ultraprocessed foods with whole grains and eliminating sugary beverages.”
Over time, Calderón added daily meditation to her day. The breathing and slowing down helped her have clarity throughout the day and helped keep her focused on making better health decisions. But she knew there was more she could do. “I spent a year researching programs and schools with curriculums that matched my needs and what I wanted to do. I found the Institute of Integrated Nutrition in New York.” She enrolled in their health coaching
El Salvadorprogram and spent a year taking online courses taught by physicians, dieticians, and nutritionists. Her evenings were dedicated to homework, projects, and exams. Learning from experts elevated her confidence, taught her new methods and tools to expand her knowledge when assessing client needs and designing personalized health improvement plans. “No two humans are alike. What works for one may not work for another. We have to get to know our bodies, listen to what they are asking of us. I have some clients who don’t know how being dehydrated impacts their day. They feel tired, get headaches. They take pills for the pain, but it doesn’t stop. I ask how much water they drink. It sounds simple but it has a huge impact on our daily lives.”
Calderón was so eager to share what she was learning, she began soliciting clients as soon as she got her first certificate, even as she was still enrolled in courses. “In El Salvador I was training to be a teacher but with our move to the US and raising my kids, that was put on hold. A career was always in the back of my mind. I knew I had to return to education. I am reinventing myself. I will be 52 years old and I said, ‘This is my moment.’ This profession is so important to me because using what I learn to help transform other people to live healthier lives has become my passion.” This was clear in the excitement in her voice as she described learning about building a colorful plate to address nutrients, and how to use bio-individuality to honor our body’s uniqueness. She began informing family and friends about her new focus and offering them ideas for healthier lives. Those conversations led to her first clients and her business has grown from there through word of mouth. “I have clients who do different types of diets and have positive results for a short time but then they go back to old habits, feeling more frustrated and overwhelmed by not achieving their desired goals. It causes greater stress. I want to help people achieve their goals in sustainable ways.”
She is developing her business, Plena Vida with the help of her three children who help with business administration, marketing, graphic design, and technology. Her goal is to grow her one-on-one clientele, lead in-person and online seminars and workshops,
If you want
whole, it doesn’t matter your age. If it’s your time to reinvent yourself, do it!
and become a trusted health and nutrition coach in the community. In the long-term, she hopes to write a book. “Access can be difficult, so I want to make my programs available to more people,” says Calderón. “I want to help my community reach their health goals through integrative nutrition.” Integrative nutrition looks at environment, career, relationships, spirituality, social life, finances, education, and physical health when determining what’s best for your health and diet to provide individualized coaching. That philosophy is what led to naming her business. Plena Vida means a full life; to feel balanced emotionally, spiritually, mentally, and physically. “Sometimes we feel like our life’s purpose is over when we turn 50, especially women. I want them to know they still have time to live full lives. If you paused your life before meeting your goals or have some you have been working on and feel like you’ll never reach them, maybe it’s time to ask yourself the same question I did. How do I want to feel? If you want to feel whole, it doesn’t matter your age. If it’s your time to reinvent yourself, do it!”
• Instagram: https://www.instagram. com/plenavida.co/
• Facebook: https://www.facebook. com/plenavidaco/
• Website: https://www.plenavida.co/
By Christina Fernández-Morrow Marquez
México | Des Moines
CEO of Escapularios Doble E Crafts Inspired by love of God and escaramuza culture.
NAVEL ZAPATA
CEO of Delicias Mexican Snacks. Sabores de street foods from her childhood leads to delicious business. México | Waterloo
MARIBEL ISLAS
México | Cedar Falls
CEO of Tacoz California. Keeping it authentic in rural America.
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Puerto Rico/India
It has allowed me to provide dental care to a population that may otherwise not receive the care they need. “
Ιf someone had told a teenage Deb Nanda that she’d live in Des Moines for 35 years and run her own dentistry practice, she would have laughed in disbelief. Living in a Chicago suburb with her heart set on becoming a pre-med student, she had other plans. But sometimes life steers us in directions we never imagined.
Dr. Nanda was born in India to an Indian father and Puerto Rican mother. She and her brother grew up with strong influences from both cultures. Using that as an asset, Dr. Nanda developed an incredible work ethic and heart for helping others. As a senior in high school she worked three jobs. She was a nanny for a special needs boy from 8 am to 5 pm, a hostess at Red Lobster from 6 pm to 11 pm, and from there she’d run to her graveyard shift at the Willy Wonka Candy Factory in Itasca, IL to operate the machines making fruity candy. Snacking on the candy throughout the night led to a toothache. When she went to the dentist, she was awed that a woman doctor took care of her. “I had never had a cavity or anything other than cleaning, so I didn’t really know what dentistry was, what it involved.” Her curiosity was piqued. She wrote to some dental schools and requested brochures. “You don’t have to do an internship; you don’t have to do a residency like with medicine. I thought, ‘this is kind of cool’,” she says of the first time it occurred to her to become a dentist. She had a friend at the University of Iowa and on a whim while visiting him she called their
school of dentistry and requested an interview. “Back then you didn’t have to be invited for an interview. I just called the dental school. I thought I could use it for practice. I don’t even think I had applied. I went into the interview, and I wasn’t nervous. I was cracking jokes while answering their questions.” Being herself paid off and two weeks later, they offered her a scholarship. “When I told my parents I got a full ride to dental school at Iowa, my mom said, ‘Deb, you’re going to spend your whole life in Iowa,’ and I was like, ‘No, mom I’m not,’ but here we are,” she laughs.
For decades Dr. Nanda was the only Latina dentist in Central Iowa. She began her career working for a dentist in Beaverdale who was close to retirement. “One day I got a call from him, and he said he was selling his business, was I interested in buying it. I called my husband on his lunch hour and said, ‘we need to do this’.” Dr. Nanda was six months pregnant with their first child and although the couple both worked as dentists, they were just starting out and didn’t have the $100,000 needed to buy the business. “I was like, we need to do this now. We’re having a kid. We need to be our own boss. It’s always the woman who pushes the man to make a decision, right? So, we did it.” They spent the next few weeks going from bank to bank, being denied a loan until
finally one said yes. “We’re still with them today,” she says of the lender that took a chance on them. Dr. Nanda and her husband, Dr. John McCartney took ownership of Franklin Plaza Family Dentistry in May of 1996.
Taking over a dentistry practice wasn’t easy. She had to learn the business as she went. She was also building a family. Her three children spent summers in the back room, practicing letters and numbers in the same workbooks Dr. Nanda had as a child. One of the biggest perks of having their own business was ensuring that one of them was with the kids during their younger years. That was tricky because the practice wasn’t their only business. Dr. Nanda has been a dental consultant for Principal Financial Group for fifteen years. She and her husband often worked over 100 hours a month on that business. “We were up at 4 am before seeing patients, during dinner and on weekends. Now we can work remotely but we used to have to track our butts downtown. Some days if we had a few cancellations, we’d run down to Principal and then back to seeing patients.” Despite spending so many hours working, Dr. Nanda finds joy in helping patients, especially those who have reservations about seeing a dentist. “One of the things I love is when I get to help Latino patients who are
scared to go to the dentist. I talk to them in Spanish, and they start to feel more comfortable. I know they appreciate it.”
As if running two businesses isn’t enough, Dr. Nanda was a mentor and board member for the Latina Leadership Initiative of Greater Des Moines for many years where she met a lot of other community leaders. “Being more involved in the community helped me practice my Spanish.” It also helped grow her business as more Latinos learned there was a bilingual dentist in the area. “It has allowed me to provide dental care to a population that may otherwise not receive the care they need.” As she looks forward to retiring and indulging full-time in her love of travel, Dr. Nanda is proud of what she and her husband have built and hopes more Latinas take the risk to become business owners. “Be ready for a lot of work and sacrifice, but there is nothing better than being your own boss!”
By Christina Fernández-Morrow Photos by Jennifer Marquez
Entrepreneurship is filled with challenges that can take a toll on your mental wellbeing, especially for women who often face additional hurdles and societal pressures. The constant demands of running a business, managing teams, securing funding, and striving for growth can lead to burnout, anxiety, and a host of other psychological issues. It’s crucial to prioritize your mental health and adopt strategies to cope effectively. If you're feeling overwhelmed by the weight of entrepreneurial ambition, you're not alone. Alicia Peña, a trusted counselor and licensed mental health professional, offers valuable guidance specifically tailored to the unique stressors faced by Latina entrepreneurs.
• Learn to practice boundaries. Saying no is OK!
• Pay attention to your body; what is it telling you?
• Take time for yourself.
• Go to therapy to talk through concerns and fears, especially when
feeling imposter syndrome and not knowing that is what you’re feeling. This happens a lot!
• We need a good amount of sleep.
• Diet is important. Take time to fuel your body.
• Exercise, exercise, exercise! Even small amounts of time can make a difference.
• Walk in nature.
• Find a healthy support network of friends and family.
• Take a short road trip to see new sights and recharge the brain.
• Plan for vacations – you deserve a break!
• Turn off all social media for a short period of time, at least a few times a week.
• Turn off phones and hang with loved ones and be present in the moment.
• Read a good book.
• Listen to music. Dance a little, too!
• Remember, it's about self-care! Every bit helps maintain balance.
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Asoccer teammate invited me to go to this new thing at her mom’s gym called ‘yoga.’ We were 16 years old. We joked about what ‘yoga’ was and if we would eat yogurt while doing yoga. It was years before you could hop on YouTube to research what yoga was. We were both clueless and curious, but we showed up. Within a few minutes of being in the yoga class, I felt like I was remembering something I had forgotten. My loud, chaotic mind of an insecure and overwhelmed teenager was quieted in a way I had never experienced before. Mindfully and intentionally moving my body while being encouraged to breathe, with a singular teacher’s voice guiding a roomful of people through the same movements, was magic.
Inhale.
Exhale.
It still is magic.
Now, as an entrepreneur running two small businesses, serving on multiple boards and committees, and as a new homeowner, the word ‘overwhelmed’ takes on a new meaning. Every single person has their version of overwhelm running either in the background or in the foreground of their daily lives.
Whether it’s a mix of children, ailing parents, difficult bosses, struggling friends, financial insecurity, marital issues, or a combination of all these things or none of these things — every person has a lot on their plate. From my point of view, this is especially true for women.
We often shoulder more of the load. The pressure can be even greater for business owners who are often tasked with wearing too many hats at work and more hats at home. Let’s be real. It’s a lot of hats.
I hope to share my passion with anyone looking to enhance their physical and mental health. “
Time spent on my yoga mat is my time to unplug; when no one needs anything from me, where I can disconnect from all the expectations of others that pingpong through every waking moment of my day. It’s time away from technology and the buzz and pings of emails, notifications, and requests for my attention. Yoga is a time for me to just be me.
The health benefits of yoga are vast and have been studied and scientifically proven. These benefits include:
• Stress management
• Increased strength
• Improved sleep
• Enhanced cardiovascular health relief from arthritic symptoms or back pain
• Reduction in inflammation
• Improved balance and mobility
• Increased energy — the list goes on and on.
There’s also the community element of practicing yoga where you are part of a group and can make friends or new acquaintances, which relieves feelings of loneliness. No matter what you are going through or how you are suffering, yoga can help.
Yoga has been my throughline, a touchstone to stay grounded throughout all the chaos and change in my life. It’s been nearly two decades since yoga entered my life, and it has helped me handle all life’s surprises. I decided to become a yoga teacher in 2017 to help others on their path of health and wellness. I had spent five years living outside of the U.S., and nearly three of those years were spent teaching yoga around the world while continuing my
education as a yoga teacher — studying with gurus, monks, and other yoga instructors along the way.
I founded the Wild Yoga Tribe, an inperson and online community of yoga teachers and students from over 100 different countries, to shine a light on the many different philosophies of yoga and the impact it has on individuals and communities all over the world. I have witnessed yoga impacting the lives of hundreds — if not thousands — of students. I often talk to them after class about how yoga has helped them recover from surgery, deal with stress at work, mend a broken heart, discover a different part of themselves, reconnect with their body, and more.
A fellow Latina yoga instructor at Power Life in Des Moines, Bianca Olivares, tells her students, “You don’t have to think about anything. You don’t have to figure anything out. Show up. Bring yourself. Bring your energy. Do your best on the mat. And then move on.” Time on the mat is time to mentally unwind, let everything go, and move your body. It’s the simplicity of not having to make decisions that can be cathartic for those who find themselves perpetually busy. Olivares also expressed, “People who are the children of immigrants weren’t necessarily taught about health and wellness because they, unfortunately, didn’t have the privilege to show up for themselves like we do. It’s important that we take the time and acknowledge the privilege we have and use it and do it.”
That really hit home for me. We owe it not just to ourselves but to the family who has come before us to spend time on our health and wellness. It is truly a privilege to get to practice yoga. To have the time, energy, and means to try it, whether at a class or on YouTube, is a gift. The benefits are clear, but they also differ from person to person. Yoga means different things to different people. I explore that on my podcast, where I interview yoga teachers from around the world, and always ask: What is your definition of yoga, and what does yoga mean to you? The responses vary greatly. Yoga can be a sanctuary, a lifestyle, a source of connection to the self, a community celebration, a ritual, and even a fairy godmother, as Bonolo Phaladze, an instructor from Botswana once passionately described. Whether you are seeking peace and quiet, to increase your mobility and flexibility, to improve your sleep, relieve back pain, or a way to decrease stress and anxiety — yoga might be your answer. I teach regularly at Power Life and Inner Space in Des Moines, and a few times a month in different places and spaces like the East Side Public Library, Easter Seals, and more. I hope to share my passion with anyone looking to enhance their physical and mental health.
By Lily Allen Dueñas
When Karla Hauptly left Chihuahua City, Mexico at nineteen, she planned to get an education in Iowa and return to her home state. She didn’t count on falling in love, getting married and starting a family. When a friend invited her to open a salon with her, Hauptly was intrigued so she enrolled at the American College of Hairstyling. “It’s hard to decide what you want to do in life when you’re 17, I was 25, so I was more open to ideas.” Eleven months later she graduated but didn’t feel ready to start her own salon. Instead, she took a job at a salon on Des Moines’ south side. Haircutting came easy to Hauptly but she found that she really loved the science behind hair coloring. “I get to create and be more artistic,” she says. She learned quickly and a year later she became the salon manager. Seven years later when South Ridge Mall closed, Hauptly decided to open her own salon. Although she had built a large clientele, she didn’t want to limit herself to the southside. “You can’t think about who is going to follow you, you have to think about what is best for the business.” Many of her clients followed her to Clive, where she found a suite in a studio dedicated to stylists and beauty services. Starting
her business before social media was a reliable marketing tool, she relied on word of mouth to grow. Her friends helped by writing reviews, a few wrote in Spanish, and it attracted more Latinos. There weren’t many bilingual hairstylists back then, and even today she is the only bilingual stylist of the 32 at the studio. “The Latino community has really embraced me,” says Hauptly. She is thankful for the loyalty of her clients, but she doesn’t let that make her complacent.
When the salon closed during the 2020 lockdown, Hauptly used that time to improve herself as a business owner. “The pandemic either forced you to be better or broke you. That’s when I got a business coach. I wanted to be prepared. I’m not a techy person, but I learned how to have a digital business.” She also used those 13 weeks to learn more about bookkeeping and tax strategies. “You have to know about money, what comes in and goes out. You can’t romanticize [being a business owner]. I dream big but I’m realistic about the numbers because you’re the CEO, CFO, talent, everything so invest in yourself.” Hauptly regularly takes online classes to stay up-to-date on the latest products, treatments,
I dream big but I’m realistic about the numbers because you’re the CEO, CFO, talent, everything so invest in yourself. “
and techniques associated with hair coloring. Those classes aren’t cheap, but they’re necessary to provide the quality Hauptly is known for. Whether her clients have been with her since the beginning, or they just found her, she spends time educating them on how to best care for their new cut and color. “The hair is important, but it’s so much more. Because it’s a private space, just me and the client, we can talk. Many of them open up to me and call it ‘hairapy’ because we start talking about hair and end up talking about their life.” That’s how Hauptly learned about Dress for Success, an organization where she volunteers and has met clients and other business owners. Getting out more has helped her grow her network, which has positively impacted her business. “Invest in yourself,” says Hauptly. “Invest your time and money in classes, groups, coaching because there’s always room to grow in your business.”
By Christina Fernández-Morrow
Latinas have been building Iowa since the early 1900’s. Most of them held on to traditions and values they passed on to their children. Today, there are thousands of Latinas who were born in Iowa, to parents who were also born in Iowa. While some have adapted more to English than Spanish, their cultural habits still shape their identity as Latinas. Reyna Immerfall and Alicia Peña rely on their biculturalism to grow their businesses and serve their communities. Immerfall, a State Farm agent in Ankeny comes from a long line of Latinas who have made their mark on Iowa. Her Tía, Lena Robison, born and raised in Iowa, founded Latinos Unidos of Iowa. Immerfall grew up seeped in traditions like tamaladas where her mom, grandmother, aunts, and cousins gathered to make tamales for the holidays. “I don’t look Latina, and I don’t speak much Spanish” she says. “But once people get to know me, they get it; yea, she’s Latina.” Her business is a family affair, much like many milestones in her culture. “The belief my family had in me when I started was huge,” says Immerfall of her first year as an insurance agent. She opened her office in 2020, right before the world shut down. “My marketing plan hit the fan,” she says. Luckily, her team, including her nephew who had just graduated from college, worked together to get the word out about her agency. “It really was the family business I always dreamed of,” she says of her staff who dedicated hours during the pandemic to help Latino families access food through Knock and Drop of Iowa. While she admits that no one really says they want to be an insurance agent when they grow up, her experience in the industry showed her that Latinos are highly under-insured. She decided to open her office in Ankeny because there was no one there serving her
community. “Once we put an insurance plan in place to protect you, you can have fun and enjoy life.” Her business motto of Heart, Head and Humor, values she grew up with, guide her business. “It’s all about people. If it’s not meaningful to you, it won’t be meaningful to your customer.” That love of service, keen business sense, and being able to laugh has helped Immerfall through the ups and downs of owning a business and trying to balance life. She lost her nephew and dad after opening, and while her heart was broken, she had to keep working and keep her team going. “The name on the door is mine. If the bills don’t get paid State Farm doesn’t step in to save me.” Her office is not a franchise. State Farm agents are independent business owners who exclusively sell State Farm products and services. They are solely responsible for launching and maintaining their business. Today, she is thankful she had her business to distract her during those hard times and looks back on her rough start with fondness. “I’ll never forget our first winter. We were trying everything to get people through the door. We held a hot cocoa bar, and we all wore Christmas elf onesies. A snowstorm hit and no one was coming in. We looked out the window and saw a car hit the median and get stuck in the snow. My team and I ran out to help the family get out of the car and out of the cold. Four elves coming to the rescue!” These memories are what help Immerfall remember why she sacrifices; because it’s part of who she is and how she was raised, helping others. “I want a place where our community can come and talk to someone who understands them. Being able to help my community in my business is a point of pride for me.”
Alicia Peña, a licensed mental health counselor also takes pride in using her Latinidad to help patients feel welcome.
Her family has deep roots in the Quad Cities, but she set down roots in Central Iowa. That’s what influenced the name of her practice, Tree of Life Therapy and Counseling Services, LLC. “Healing starts at the roots. It’s a native idea that healing starts from deep within. It considers the past, where you came from.” Peña came from a Mexican American father and German American mom. Life at home was rough due to alcoholism so she went out on her own at sixteen. She bounced around various low-paying jobs before taking classes to get her GED and thinking more seriously about her future. She moved to Colorado and became a real estate agent’s assistant. After having her son, she wanted to raise him closer to family, so she moved to Des Moines where several of her family members were living. With the support of her family, she went back to school, more focused than ever and caught the attention of the
Being able to help my community in my business is a point of pride for me. “
founder of VOC Rehab, an agency that works with individuals with disabilities. “He challenged me and pushed me.” Guided by his mentorship, Peña got a grant to Drake University, where at 37 years old she was the first college graduate in her family. “It was difficult, but I did it for my son, so he wouldn’t be another statistic.”
It was a long road going from jobs that paid her seven dollars an hour, to getting her Master of Science in Counseling. “Books are knowledge, but professionalism is, too,” she says
of the hours she spent learning from other therapists how to run a therapy practice. Today, 90% of her patients are Latinas. “I don’t speak Spanish, but it doesn’t matter. I understand them. They feel safe in my office to talk about how racism has affected them.”
When she talks to aspiring counselors at her alma mater, she is passionate about removing barriers. “If you’re going to be a therapist and don’t take Medicaid, you’re not a real therapist. I’ve been there and I know the stereotypes and they’re not true.”
Having taken a nontraditional route to opening her office, she can relate to her patients on many levels. That is what drives her to offer specialized therapy options. As a trained EMDR consultant, she teaches what she preaches and wants more Latinas to go into mental health services. “There’s not enough of us in the field and it is so needed.”
EMDR is a therapy technique that briefly focuses on a traumatic memory while simultaneously experiencing the bilateral stimulation of eye movements. “It treats trauma that gets trapped in our bodies,” explains Peña. Her own
trauma motivated her to use it to treat her patients. “I don’t take it for granted what I’ve been through, what I get to do today. I love what I do and get referrals all the time. I help other women who start as victims become survivors and learn to thrive.” Although Peña will be 64 at the time of this publication, she has no desire to slow down. “I always want to educate the Latino community on becoming therapists and getting therapy.” She encourages people to keep showing up for themselves, as she learned to do on her road to becoming an entrepreneur. “I worked through my fears, my imposter syndrome in therapy. When those thoughts came up, I had to reframe them. No, I’m not believing that today.”
By Christina Fernández-Morrow
This Entrepreneur Found Her Voice While Giving Voice to Others
Venezuela
On Vanessa Marcano-Kelly’s first day at her first job out of college she was tasked with interpreting for a client during a meeting with an Iowa legislator. “She was telling her husband’s story of wage theft, and I knew how important it was. If I messed up, these people’s stories were not going to be heard; the legislator won’t know how much her family struggled because of this injustice.” Marcano-Kelly realized that helping others express themselves in their own words was a passion she’d held since the days of translating for her parents as a girl. “I love being a way to help people express themselves even if they don’t speak the language. I’m like a tool they’re using to get their words out.” She also understood the precision and care required to make sure she was accurate.
Her business, Caracas Language Solutions, named for the place of her birth, had humble beginnings. “I was used to interpreting in churches with no amplified sound, basically trying to whisper to a group of people, hopeful they could hear what I was interpreting.” During an event she saw a man interpreting with equipment and reached out to him on LinkedIn. She told him she wanted to be an interpreter and was seeking advice. After their conversation, Marcano-Kelly was surer than ever that she wanted to pursue this career. That contact became her mentor, encouraging her to take a court interpretation course, which Marcano-Kelly did. Soon after passing that exam, she enrolled in the interpretation program at Des Moines Area Community College. “I work with him a lot and it’s a very valuable relationship.” Her mentor not only shares best practices from within the industry, but when the pandemic moved everything to a digital platform and opened doors for more interpretation options, he helped Marcano-Kelly adapt her business. “He took the time to figure out all the technical things I needed to know to use Zoom and showed me how to do it.”
The pandemic was a game changer. “Even though it was an unfortunate event, it expanded virtual interpretation, especially through platforms like Zoom. They really got it right.” Zoom channels eliminated barriers, like bulky equipment that limited how many people could listen, and made interpretation
happen in real time. The lack of a lag cut out interruptions between the dominant and interpreted language. Building an interpretation business comes with challenges. “Interpreters get a bad rap. People say so-and-so is bilingual, they can do it.” But, without training and developing skills, this can lead to negative experiences. “They can overstep ethical boundaries. They think they’re helping by adding information that maybe a patient or defendant didn’t say, and it can cause trouble and destroys trust.” Marcano-Kelly’s credentials differentiated her as a professional and created her reputation for being precise and not interfering with the job at hand. It helped her create a network of support that has led to referrals. “I’m so thankful to the community. I get emails and ask how they heard about me, and it’s someone I met or someone who saw me interpreting at an event. I’m always so humbled by that.” Clients happy with her work have been a source of opportunity, too. “This client I had during the pandemic was so happy with the way I worked that she referred me to Notre Dame. It was so amazing. It was like a UN event, and we were connecting with people in Argentina, Geneva and across other countries and I was like, is this real life? It was really cool.”
Even outside her business, Marcano-Kelly is no stranger to interacting with people across the globe. Her family went back and forth between Florida and Caracas to escape the economic collapse of Venezuela. By the time Marcano-Kelly was ready to start college and had secured a student VISA, the money her family had saved no longer held any value. She moved to Kentucky where one of her brothers had put himself through college, but the tuition was still too high. Eventually Marcano-Kelly found herself at South Dakota State University where the tuition was more affordable. That brought her to the Midwest, one step closer to her job in Iowa that unleashed her passion and led to her business. Along the way, her family was separated, one brother in Vienna, another in Minnesota, and her mother travels between the three of them. Her father, a surgeon in Venezuela was the only business owner in her life, but he died in 2000, before Marcano-Kelly could learn the ins and outs of being an entrepreneur. “I wondered how to get
the information I needed about taxes, bookkeeping, and accounting,” recalls Marcano-Kelly. She did a lot of research on the Internet, used Legal Zoom and relied on the contacts she had made as a participant of Latina Leadership Initiative of Greater Des Moines and the New Leaders Council. She attended free workshops on topics like accounting and business plans at the Evelyn K. Davis Center. “I was really paranoid, I didn’t want to mess things up with taxes, but honestly the process of starting a business in Iowa wasn’t as difficult as I thought it would be, or as expensive for incorporating the name and things like that.”
Asking for help was critical to building her business. “Definitely find a mentor,” she advises. “Someone who has a mentality of abundance and doesn’t see you as a competitor but as someone who can help advance the industry.” Some of the people Marcano-Kelly looks up to have different occupations but she sees them as examples of tenacity with a heart for helping others. “Have a tie to your community. That’s been really helpful to me, especially in Iowa. It’s been my experience that people here like to support local and they like to see that you’re involved.”
By Christina Fernández-Morrow by Tatiana Peña“
Helping others express themselves in their own words was a passion she’d held since the days of translating for her parents as a girl.
As she sits across from me, I can’t help but notice the little stylistic touches Alicia Velasquez adds to her ‘fit. The hair that frames her glasses transitions to blue at its ends. The ring on her finger is handmade, no doubt made by her own hands and a product of The House of DOTŁ’IZHI (Dot-CluhGee), the jewelry boutique store she owns and operates in Iowa City. It feels like our meeting, a coffee shop chat for this profile, has been a long time coming. Mutual contacts have attempted to connect us in that way those who possess marginalized identities try to connect one another in a place populated by the majority. With that, though, there is another part to sift through, and Alicia cut right to it when we first greeted each other. “Here’s the thing, I don’t identify as Mexican,” Alicia says as we arrive at the potentially fraught topic of identity. “I am Apache, Yaqui, and Spanish. The Yaqui are all throughout Mexico but that’s not Mexican, right? The way that Mexicans think of themselves as Mexicans.” It is
an important distinction that gets at the root of Alicia’s work with her jewelry at The House of DOTŁ’IZHI. “Growing up we called ourselves Chicanas. So, you can put that down but really, I’m Native.”
Alicia punctuates this declaration with a story from her youth. “I was having a hard time figuring myself out.” She alludes to some of the troubles she got into, sprinkling in the term “chola”. “One day a friend goes, ‘I know exactly where you need to be,’ and she takes me to a powwow. I remember the first time I heard it. It was the drums,” she says as her hand pantomimes beating a pulse. “Next thing I was looking at myself in the bathroom crying like, what is going on?”
In multiple ways pursuing the answer to that question has been a journey for Alicia. In the physical sense (originally from California, she’s lived in multiple states before calling Iowa home) but a journey in a metaphysical and cultural sense as well. Part of which was figuring out the parts of herself through the Apache lens of her father, who she remembers working on his beadwork at the table by his bed. It was her father and elders like him that taught Alicia beadwork, leatherwork, silversmithing, sewing, embroidery and the other techniques that led her to running an online business. Upon the move to Iowa City, she decided to open her first brick and mortar store, named after the western Apache word for turquoise. There is a pitfall here that Alicia is quick to point out, “There are people that literally think of a trade post.” I think of the stores I’ve driven by in my wife’s home state of South Dakota, full of things that speak to a certain person’s preconception of Native iconography. “They come in and I can see the surprise.” Perhaps these patrons didn’t realize that each piece in DOTŁ’IZH is handmade by Alicia, and that the components that make up those pieces are handpicked by her. The stone
is locally hunted, cut, and polished by independent lapidarists who also identify as Native. “It’s not enough to say that my materials are just generally from around the US. Just because something says made in Mexico doesn’t mean that it’s Indigenous. It’s important that we are actually supporting and working with actual Native groups. My goal is for it to not just be a store but a space for community where you can attend workshops on cultural teachings and crafts. Here’s the thing though, we need to create a space that highlights Native culture and speaks to the distinction between Native and Latino culture. Latinos are welcome; we are also working on presenting things like workshops on Mexican embroidery techniques. But we also need to acknowledge that there are privileges that certain groups in the Latino community can have, and biases they may hold towards indigenous identities.” I realize there is a through line in my conversation with Alicia; how we were able to connect by going past the generalities of our community into the specificity of who we are as individuals. This is echoed by her work being specific to her Native roots. We talk of sovereignty and having our self-worth tied to borders. We talk of the racism and colorism we need to address in our communities. It is the most fitting end to a freewheeling, big conversation. As we say goodbye I notice again the little flourishes in Alicia’s attire. But it’s deeper now. I notice the attention to detail, the specificity and deliberateness with which she navigates it all.
By Chuy Renteria by Miriam Alarcón AvilaIt’s important that we are actually supporting and working with actual Native groups. “
Native
Artist/photographer/professional multi-hyphenate, Miriam Alarcón Avila has a long and storied list of projects to her name, from creating multi-media works to carving extravagant pumpkins for Halloween. In talking of the inspiration guiding her Luchadores: Immigrants in Iowa project, there is a grounding to her identity. Alarcón Avila uses her art to explore that identity and document the story of immigrants in Iowa.
Luchadores is a photo documentary project where Alarcón Avila interviewed Latino immigrants in Iowa. The interview process involved one-on-one questions, a photo shoot, and a written component. They are all presented as Luchadores, a creative and distinct way of protecting their identity while presenting them as recognizable heroes. “I was driving home one day, and I was thinking of my super hero when I was a child: Santo, el Enmascarado de Plata. He’s a Lucha Libre wrestler in Mexican Lucha Libre... and I was thinking about the double meaning of the word lucha, which means the name of the match...and is the struggle and overcoming of a challenge by a person,” says Alarcón Avila.
The problem was this: asking her interview subjects to sit down and be photographed and documented involved the possible danger of putting her subjects--some of which were undocumented--in harm’s way. “When I got the camera in front of them, they told me, ‘The people are going to see, people are going to recognize me. I don’t want that.’”
She tried a myriad of ways to capture the experiences of her subjects while protecting their anonymity, like only
photographing their hands to attempting to document them in silhouette. “I did not want to darken their faces or hide them like the media usually does. A lot of people are used to seeing that. And I did not want to do that because many of their stories are underground already. They are undercover. I did not want them to feel that this was going to be another (similar) thing.”
This recollection sparks a reaction in me. As a Mexican American in Iowa, I am well aware of this phenomenon. When the nightly news masks a person’s face and modulates their voice, there’s something unsettling about it; an othering. The fact that this is the same process used to obscure criminals on the lam is significant. The solution was lucha libre masks, those colorful handmade garments already steeped in Mexican culture. The bombastic Lucha Libre wrestlers like Santo el Enmascarado de Plata had already figured out a way to protect their identities while projecting their spirit. “It also gave me the ability to transform them into local superheroes. Instead of hiding their faces, I’m putting light and color on their faces. Each luchador created a persona that allowed them to feel comfortable to share, and also protected them.”
It is important to stress the lengths Alarcón Avila went to protect those involved in the project. With each Luchador persona came a name and visual motif. Much care went into keeping the birth name of a participant on separate channels from the Lucha name. From email chains to text threads, Alarcón Avila worked meticulously to prevent any possible tracing. If you think her concern was
It also gave me the ability to transform them into local superheroes. “
unfounded, remember that incendiary ICE raids were happening across Iowa and the governor signed into law a Sanctuary City ban that targeted cities like Iowa City. There was a real tangible risk. “It was a lot of stress for me to guarantee their safety but also guarantee my own safety. Everyone involved in the project had the maturity and the understanding of the size of the project and the consequences that can generate,” says Alarcón Avila.
It’s not just about protecting identity; it’s also acknowledging and giving a platform to someone’s humanity. “It is really powerful to see the empowerment of the person wearing the mask, they really have the power, the authority to feel free to share anything they want. Some of them, they really got into the character of the persona they were creating.”
Alarcón Avila created each Luchador’s mask herself based on the interview and persona the subject wanted to portray. Each mask is unique and perfectly fitted, both literally and figuratively, to the wearer. The masks are only one example of the care and expertise that permeated throughout this project. She was committed to helping them amplify their stories. Masks enabled and emboldened them with the strength to tell their story despite the treacherous anti-immigrant landscape.
“The story was about them. I am the artist because, yes, I came up with the idea. I’m the one getting the entire work together, but it's a work between myself, my camera, and the luchadores. The luchadores are as important as me. That is one of the reasons every single time, when someone invites me to do a presentation, I always want to bring the luchadores with me because the stories that we're sharing are theirs, and for me, it's important they feel they are part of this.”
By Chuy Renteria Photo by Tar Macías
When your godmother is a pioneer Latina entrepreneur who opened the first Mexican cakery in Des Moines, your parents own and manage a rental property, your dad has a heating and cooling shop, and your little cousin started a successful Mexican candy business, it’s almost guaranteed you’ll be bitten by the entrepreneurial bug. That’s exactly what happened to Sandra Paz García, who launched Sandy Sings Studios in the beginning of September of 2023. Paz García, a Drake student who will be graduating with a Bachelor of Arts in Vocal Performance in May, had a lot of ideas for a business. “I wanted so badly to do something I could own.” Her ideas ranged from doing lashes to selling sushi, but nothing felt right. She began seeking out financial advice by successful businesswomen. In a video she watched online, the speaker suggested looking at your current skill set and what you’re proud of. “I took my little notebook and made a list of what I’m really good at, and what I’m really bad at. Things started coming to me.” Music ran supreme and with good reason.
Paz García has been singing since she started talking, playing piano since middle school, in show choir throughout high school, and has placed top in the state for her singing at NATS (National Association of Teachers of Singing) competitions since her junior year. Her resume got more impressive as a college student where she has performed in three Opera productions, was selected to perform for a month in Vicenza, Italy for a role that included singing one of the most vocally challenging Opera songs with a full orchestra. A year later she traveled to Ireland to perform and
what I want to do are the ones I put on myself.
workshop under an Irish composer and was hired by the Des Moines Opera to perform at the Civic Center. She did all this while taking voice lessons, participating in master classes with composers from Minneapolis and New York Opera houses, and being part of Drake’s choir. “I decided to start with voice lessons, but there are so many already. But then it hit me, all the ones in Des Moines are white. There’s no way that the Latino community doesn’t want to learn to sing or play the piano. That’s what I can bring; I’m bilingual.” She excitedly created a poster of her services, making sure to put a note that said hablo español, but her nerves got the best of her. “I went to brunch with a friend. I still hadn’t posted the flyer. She reminded me that I have a supportive community and I made a deal with her that encouraged me to do it. I thought I was scared of rejection, but I was really more afraid of regret. I posted it that afternoon.” She was surprised to get four students within the first twentyfour hours. “Each day one to two people reached out to me and by the end of the week I had six students signed up, plus people were reposting and sharing my poster.”
Paz García currently has thirteen students who range from seven years old to over a decade older than her. Only two of her students are non-Latino. The rest are interested in learning to perform in English and Spanish. Paz García loves when her students get excited about their lessons and push themselves to try something new. She credits her Vocal Pedagogy class with teaching her how the body works to help create sounds. The class required her to reach out to a local school and offer a free vocal lesson. She had never taught before but she felt ambitious, so she
offered three classes instead of one.
The opening exercise she created for that class assignment is still how she begins her voice lessons today. “That class planted the seed. I noticed how many people in the community didn’t have the access and opportunity to learn music like I did.”
Once she had her business idea and some practice under her belt, the challenge of finding a location began. She looked at churches and schools, but none of those places spoke to her vision of what she wanted for her students. Her dad suggested she turn to her vocal community for ideas, and it led to her finding a location she’s excited to share. “It’s really nice, with big windows and a grand piano. There are pictures everywhere, and some of them are of me from past performances. It was perfect because it’s a sacred space for me.” She loves sharing that with her students, seeing their faces light up when they walk in for the first time, realizing that they are getting a highquality experience in a safe, welcoming, and inspiring setting.
While her credentials as a performer are impressive, Paz García didn’t know where her love of music would take her. “Telling my parents I wanted to go into music was so scary.” As the daughter of immigrants who worked and sacrificed to give her so many opportunities they didn’t have, Paz García wants to make them proud. “They’re my role models. Almost everyone I’ve looked up to in my life is a business owner. I want to succeed with the tools they provided.”
Raised by entrepreneurs, Paz García saw how much work it takes to start a business. She didn’t take that for granted. She often turns to her family for advice. “This isn’t easy to do on your own, you have to ask for help. Everyone
has different things they can contribute. Take what you need, leave what you don’t” That seems to be working for Paz García, who launched her business a month after turning twenty-one and feels like there is still so much to learn. “My only limitations to what I want to do are the ones I put on myself. I have to trust myself to do what I’m good at.” It hasn’t been easy getting to this point, and it’s just the beginning for Paz García. She is currently auditioning for graduate programs to continue her vocal studies, but she won’t be leaving her business any time soon. “I would love to expand and get more students. One day I want a building where I can give lessons, have concerts, solo performances, and recitals in English and Spanish.” With parents in real estate, Paz García has a built-in partnership to make that happen and continue her family’s entrepreneurial legacy.
By Christina Fernández-Morrow
Before the pandemic forced businesses to become digital, Jessica Trinidad had built a successful career online as a bilingual voice actor. She had already been using social media to network so when the rest of the world went online it improved her industry. “2020 brought a lot of opportunities for people like me doing it digitally because more companies were receptive to hire those of us who weren’t in studios in New York or LA.” Trinidad had a studio in her home in Des Moines, where she had been recording professional voice-overs in English and Spanish since 2009, seven years before launching her company, Jessicat Productions.
Before becoming a voiceover artist, Trinidad dreamed of being a performer, citing Selena as a huge inspiration. “She’s the reason my company color is purple, in honor of her.” Growing up listening to novellas on the radio with her grandfather, Trinidad never thought that one day her voice would flow through radios and televisions across North America. “It only took fifteen years,” she comments as she recalls trying to get into the industry while working a full-time job. Unfortunately, many auditions required her to be available during business hours. “I was working HR at a janitorial company. I went from hiring people to scrub toilets, to scrubbing them myself so I could be available to audition.” It was scary to give up the security of her job to explore her dream. Thankfully, her husband encouraged her and took on extra jobs to keep the family afloat while Trinidad spent hours training, working with a coach, and getting an agent to help get her big break. Trinidad used her tax refund to create her first demo and flew to New York to meet with a voice coach. Finally, her months of research and risk paid off when she landed a commercial for MegaBus. It was the national
ad she needed to become a real player in the industry. Today Trinidad’s voice can be heard in commercials for McDonalds, Wells Fargo, Johnson & Johnson, Pepsi, and on MSNBC, Univision, and Telemundo. In 2021 she won a slew of awards including the One Voice Awards USA and a Voice Arts Award given by the Society of Voice Arts and Sciences. In 2023, Trinidad was nominated by the same trade society as a producer for an outstanding PSA, her son nominated as the voiceover actor for their Spanish television ad about Covid vaccinations.
Trinidad’s youngest son took interest in her career and got an early start, thanks to his mom. “He’s one of five bilingual kids who has a contract with Pandora radio,” she says proudly. While she is happy he enjoys it, she doesn’t push him. “Sometimes he doesn’t want to do projects and that’s OK, I want him to be a kid.” While the six-year-old is an award-winning voiceover artist like his mom, Trinidad focuses her coaching on others in the industry looking for their big break. “The majority of Latinos you hear are from Latin America who made it in their countries first. That’s great, but not many second-generation US Latinas are in the industry. There are a lot of talented Latinas and if I can inspire them, I want to coach and nurture them.” Trinidad offers one free coaching session per month to her social media followers and takes on coaching clients who find her online. “The industry is becoming more open to different accents. It used to be just neutral accents but now you hear other ones, like more Chicana, or from other regions of the country.” Trinidad looks forward to expanding her business by coaching upcoming artists, as well as getting into other genres like animation and video games. While she is excited for the opportunities for growth in the bilingual market, she cautions that AI is increasingly becoming competitive as companies see it as a cheaper alternative to hiring an artist. She hopes that doesn’t discourage anyone. “If you can’t sit still in a classroom, that’s OK, you can still have a career. I want young people to start exploring their artistic side.”
By Christina Fernández-Morrow by Tatiana Peña
When Ximena Rojas set out to make her entrepreneurial vision a reality, she wasn’t expecting to be a trailblazer. “We ventured into uncharted territory by introducing a novel concept, a fusion of a coffee shop and a coworking space nestled in the suburbs,” she says of Blue Bean Studio. She and her husband had a lot of “what if” conversations as they brainstormed ideas for a business. They wanted to open a place that breathed life into their values and allowed them more control over their future. “It was this blend of passion, purpose, and the desire to make meaningful contributions that fueled my journey into entrepreneurship.”
The couple noticed there were places to enjoy a cup of coffee, but not all of them were comfortable for working. Co-working spaces were popping up across the country but were hard to find in Iowa. “My husband and I have been living in Iowa since 2006. This state has become our home, a place where we’ve laid down roots, built our life, and raised our family,” says Rojas. “So, when the entrepreneurial spirit took hold of us, it was only natural that we chose Iowa as the birthplace of our business venture.” They opened in January of 2019 after months of meticulous designing and planning to create a space where comfort meets functionality and caffeine. The couple were excited to incorporate their Bolivian roots, including salteñas on the menu alongside gourmet toasts and pastries. Salteñas are Bolivian empanadas stuffed with meat and vegetables, often containing a hardboiled egg and olives that Rojas made every night according to her family’s recipe. As more Iowans warmed to the idea of a co-working space where you can buy a membership for access to meeting rooms, A/V equipment and hispeed internet, Covid shut them down and sent patrons home. Rojas wasn’t daunted. “Every challenge taught me to
adapt, to pivot, to reinvent. The hurdles don’t get smaller; you just get better at jumping. Or sometimes, finding a new path around them.” Once businesses opened, more people were looking to get out of their homes, while remote work took off. Blue Bean became more of a destination. During the hiatus, Rojas perfected her recipes and came up with new ideas. Their shop was the first to offer coffee flights, which gained popularity on social media and has become a staple of their business. In 2023 Rojas and her husband opened a second location in Johnston where they sell the same delicacies as the Ankeny location, plus bagged coffee beans, mugs and other branded swag. While Rojas didn’t set out to create a business with so many firsts for Iowa, she believes it is an inevitable part of being a business owner. “There’s always going to be a first version of ev-
Every challenge taught me to adapt, to pivot, to reinvent. The hurdles don’t get smaller; you just get better at jumping. “
erything you do, but it’s the next versions, how you grow and evolve, that really count.” Clearly, she has a lot more ideas to debut and we’ve only seen the beginning of her vision coming to life.
By Christina Fernández Morrow
The Small Business Administration (SBA) provides free and low-cost resources for small businesses. Services include counseling through its network of local SCORE chapters and Small Business Development Centers, capital through loan programs, contracting expertise so small businesses can compete for government contracts, disaster assistance, and a website with tons of links and information.
In 2024, the SBA launched Empower 2 Grow (E2G), a program with improved coaching, training, and technology tools to help small businesses owned by women and marginalized communities. “The SBA's E2G program represents a significant effort to level the playing field for disadvantaged businesses in the government contracting space. By offering tailored support and resources, E2G has the potential to create a more diverse and equitable federal supply chain.” Roughly 60% of marginalized businesses that applied for contracts using SBA training in 2023 were awarded the bid, increasing their annual revenue by 45%. Perlla De Luca, Owner/CEO of Southeast Constructors, Inc. and Founder of The Pink Hardhat Foundation encourages Latinas to use this service to grow their business, “There are so many government contracts out there not being done by us, but they could be.” Her business does these contracts exclusively because:
Contracts are paid in 14 days, providing quick cash flow.
Endless opportunities: Over $10.5 billion is set aside for Latine-owned businesses.
You do not have to be on-site to complete projects so Iowa companies can bid nationally.
Some contracts are set aside specifically for women to bid on to help level the field of opportunities for women-owned businesses. It doesn’t cost anything to bid.
In 2021, President Biden’s administration set a goal of awarding 15% of federal prime contracts to small businesses owned by marginalized communities by 2025, that’s a 50% increase from when he first took office, and those contracts are across industries and across the country.
Find resources to grow your business
• E2G: The SBA’s management and technical assistance program for businesses owned by women and marginalized communities.
• Ciras: Resources to grow businesses in Iowa.
• SBA: The official U.S. Government System for contract opportunities and applications to bid for government contracts.
By Christina Fernández-MorrowOne-on-one business coaching, strategic planning, marketing, sales and product consulting to grow your business.
From an early age, Miriam De Dios Woodward was set to be a businesswoman. She often led the Multicultural Business Network at Iowa State University as she pursued her undergraduate degree in marketing and management and landed her first internship at a Fortune 500 company before graduating. She jumped into financial services and was soon at the forefront of starting a company with two young and hungry Latino entrepreneurs, giving her a front-row view of how to go from start-up to national enterprise. She took that experience and ran, becoming the youngest Latina CEO in the history of Affiliates Management Company (AMC), the holding company of the Iowa Credit Union League.
Her resume only got more impressive from there. She ran a company while completing her executive MBA, and even went on to participate in Harvard’s Executive Education, Leading Change and Organizational Renewal Program. More recently she completed Cornell University’s Certificate of Diversity, Equity and Inclusion focusing on improving engagement, counteracting unconscious bias, and fostering an inclusive work environment while raising two toddlers. It’s no wonder that when faced with the chance to take a 5-week sabbatical after 15 years of service, De Dios Woodward took it.
“It was a good time to reflect. I started asking myself, ‘What do I enjoy doing? What do I want to do more of in the future?’” Those questions planted the seed for De Dios Woodward to think about her own consulting firm focused on helping businesses implement growth strategies based on consumer growth. With a passion for her community, she
wants to use her experience to help them better reach and serve Latinos, who make up one of the largest, fastest growing, and most underserved markets in the country. With her background work in insurance, corporate strategy, product development, governance, risk management and compliance technologies, De Dios Woodward has expertise across some of the most valuable areas in business. As a native of Jalisco, Mexico, the oldest of four and the first-generation daughter of foreign-born parents, she combines her education, plus what she’s learned in the corporate world with her lived experience to guide clients from a place of profound comprehensive proficiency.
DeDios Consulting is the culmination of the reflective and challenging questions she asked herself while focused on where she’s been, and where she wants to go. While launching a business is difficult, De Dios Woodward used her extensive network of peers for advice, learning some of their preferred vendors for everything from insurance plans to website hosts. “I’ve really leveraged my network of friends and people I know who have started their own business. I am part of some female focused business networking groups. I’ve leveraged my sister who does some graphic design and a lot of marketing to help me with branding. I’ve gone to different providers to obtain legal assistance with the entity formation and the operating agreement.” Being brave enough to ask for help can often be a barrier for new entrepreneurs. Building her career in predominantly white, male spaces with colleagues much older than her forced De Dios Woodward to get over that fear and go for what
she needs. “If I would have decided to do this 15, even 10 years ago, it would have looked a little bit different. I wouldn’t be as confident.”
Working with credit unions, DeDios heard about the struggles many business owners face when getting started, especially women of color. She knows it is even harder for those who may not dominate English as well as she. “Part of my mission as a business is to be a resource for others. I want to guide people to some of the resources out there because clearly, I have benefitted from years of building these networks and being exposed to this world, but that’s not the case for everyone.” One area where De Dios Woodward has been giving back is through mentoring. She was a mentor through Latina Leadership Initiative and serves as an advisor on Iowa State University’s Women in Business Advisory Board to help women grow their network through those who have come before them. “I haven’t always had that role model or mentor to connect with. I love to be able to be that for others. I feel like I can contribute what I know to help folks overcome some of the challenges they are facing.” For new entrepreneurs, sometimes knowing what it looks like to be your own boss is a challenge. If they can’t visualize what it might look like, they may shy away from trying. De Dios Woodward shares some of her daily tasks to show that with a daily plan of tasks, starting a business is feasible.
“I’m using LinkedIn a lot because that’s where a lot of my professional network is. I post from the company page, but also from me.” That’s the plan for her first year, to focus on getting her
company name out as much as possible to build brand awareness. That looks like contributing articles in industry media that link back to her website, commenting on posts related to her expertise, and creating blog content highlighting how her company can help businesses meet their growth goals. “As people hear I’ve transitioned to my own business, folks have reached out,” she says about some of the results she’s seen so far. “I’m taking calls and scheduling meetings. Hopefully as I get clients, I can use their testimonials on my website.” Part of her strategy is carving out time to call or text people in her target industries to “catch up” and tell them about her business or follow up with anyone who has inquired about it. She also researches events in the business community where she can make more contacts, like through local chambers of commerce. She hopes those events can expose her to not only potential clients but to companies that do similar work but may be lacking some of the services she offers. That business-to-business connection can lead to referrals and opportunities for partnerships.
Although her business is less than 90 days old, De Dios Woodward knows the time was right to take the risk and she’s excited for the future. “I feel happier. It’s nice doing something that I really care about and am passionate about. It’s very freeing. Even though there are stresses, these are things I’m doing for myself because I want to and it’s contributing to a mission I care about.”
By Christina Fernández-Morrow
When América Zaragoza’s family moved from Elgin, IL to Marshalltown, she never thought she would grow to love the small town. Going from a population of almost 150,000 to less than 40,000 took a lot of getting used to for the eleven-year-old. “I struggled a little bit. I thought, when I grow up, I’m going to move to a big city, like everyone says.” She did eventually set out for Chicago for college in 2019, but Covid 19 forced her to return home the next year. That changed her life.
A few months later a derecho hit Iowa and their home was destroyed.
“Watching them find a new home, seeing them go through the process made me think, maybe I can do that.”
Her family owned and managed apartments so real estate wasn’t a stretch, but it didn’t please her parents that she wanted to put off school to get her license. “I had tried UNI, and it was such a culture shock. Coming from a place with a large Latino population to being the only Latina in my accounting class. It was hard.” She began working at her parents’ grocery store with a new appreciation for Marshalltown.
“Coming back from UNI really put everything into perspective, how grateful I am to have a community of people who look like me.” Her time in the grocery store was like a new awakening, too. She grew up helping in the store but became more focused on customer service and practicing her Spanish. Little did she know that she was building relationships that would help start her business.
In January of 2023 Zaragoza got her real estate license. In a conversation with a family friend and a vendor at her family’s store, she learned about an all-Latina real estate team called ELLLA. She was intrigued by the idea of working with the Latino community. The team was looking to expand beyond Des Moines and the following May she kicked off her career as a real estate agent with them. “I fell in love with the ladies and their commitment to our culture that I had been embracing more and trying to tap into. Having the right people around you who are like-minded and want to help you achieve your goals versus those that tell you no, you can’t do it, like the women in leadership on my team. I see them as mentors and friends.” She admires their drive and confidence. “When I first started, I asked if they get backlash for being women and they told me no because they’re confident in what they do. They really take pride in their work. We’re the experts and if someone doesn’t see that in us, that’s OK, they’re not someone we want to work with and we can refer them to someone else. Thankfully, my clients really trust me. and I appreciate that about them.”
Her family’s support, even though they feared she had chosen a tough job and might not make any money, was vital. “When I was first trying to build my clientele, to let people know I was an agent my parents advised me to create
a flyer that they would put in bags in their store.” Zaragoza was hesitant. “I didn’t think people would want to buy a house from the girl who sold them groceries. But it was really me against me at that point. I talked to some of my teammates, and they encouraged me to do it.” It was a smart move. She got a lot of clients from that and began to establish herself as a businesswoman, separate from her parents’ store.
The payoff has been better than she expected. “My first year I was able to pay off my credit cards, start a Roth IRA, and create a savings account.”
That’s due to Zaragoza going the extra mile to help her clients, many of them who are first-time homebuyers, and others who never knew they could purchase a house using an Individual Tax Identification Number (ITIN). “I really take pride in educating my clients and being able to help families begin to create generational wealth. That’s where I feel like my job is very rewarding.”
While Zaragoza chose a different path from her parents to pursue her entrepreneurial dreams, their example of helping customers, working hard, and not letting obstacles get in their way guides her as a business owner. With plans to invest in rental properties that her brother can manage, she hopes to keep growing as a real estate agent and keep her business in the family for generations to come.
By Christina Fernández-Morrow Photo by Jennifer Marquez
Apartment Rental Industry. Combating fear to secure a legacy. México | Des Moines
IVETTE DRAHOS
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Honduras
Marlen Maddux’s mindset helped her overcome obstacles on her path to entrepreneurship.
When Marlen Maddux was a small girl growing up in rural Atlantida, Honduras, she shared her hopes for the future with an unlikely confidante: a mango tree on her family’s farm. Sitting in the shade of her favorite tree, she imagined herself someday pursuing a career outside of her home and raising two children she could shower with attention.
“It’s important for little girls to have dreams,” Maddux said. Now a successful mortgage loan officer and co-owner of Radio Iowa en Linea, a Spanish online radio station based in Iowa, she has two grown daughters and three grandchildren. During a break from meeting with clients, Maddux reflected on her early ambitions and how she’s overcome setbacks to achieve the professional and personal fulfillment that little Marlen craved.
“I think I always had an entrepreneurial mind,” Maddux said. “I remember selling cheese and mangos in my hometown when I was about eight years old. I’d put everything into a basket, go and sell. That was my personality. I always knew I wanted to be a woman that provides for the family.”
In her 2016 memoir, “The Fruits of Unyielding Will: A True Story,” Maddux wrote about growing up the third of eight children, surrounded by extended family. She has sweet early memories of playing in the fields, fishing with
her brothers, and tending to farm chores with her father. But tragedy and heartache brought on by hurricanes— first her father’s death and then the devastation of her home in 1998—set her on a perilous journey to the United States. Maddux had to leave her young daughters, Keilin, then 8, and Linda, then 2, behind with an aunt until she was able to establish herself here legally.
“We have a very unique story: I didn’t see my kids for six years,” she said.
Maddux’s girls eventually joined the U.S. Army National Guard, remembering the United States relief helicopters that fed and kept them alive during the hurricane. Keilin is now a Captain and nurse practitioner. Linda earned degrees in marketing and business and now works in real estate.
Maddux says her children and grandchildren are like her engine, fueling her to keep going.
The needs of her community, especially immigrants and Latinos, have also inspired her to take on new challenges. Maddux shifted from helping people find their dream homes to demystifying the mortgage lending side of real estate. She saw the opportunity to pursue her passion for finance and also wanted to help people better understand the impact of mortgages on their budgets.
“I don’t like to say, ‘You’re approved, let’s go shopping for your home,’” Maddux said. “I like to educate people. Our people need to understand what they’re signing. They need to
“
You can run out of gas, you can run out of food, but your heart keeps going with the same vision every day. Nothing is going to stop you.
understand what their monthly payment is going to be.”
Maddux’s drive to share information got a signal boost in 2021 when she and her co-founders, Adriana Soto and Mireya Palma, launched an online radio station. Radio Iowa en Linea started as a response to the lack of Spanishlanguage information available during the COVID-19 pandemic.
Maddux estimates they had thousands of listeners in their first month. They continue to broadcast regular programming on weekdays, from 8 a.m. to 3 p.m. On Friday mornings from 8-10 a.m., listeners can catch Maddux, Soto, and Palmirya hosting a call-in show where they chat about whatever’s on their minds, from menopause to dining. It’s the latest example of her entrepreneurial spirit prevailing.
“Every day, every door that I knock has been opened,” Maddux said. “Every door has a surprise waiting for me at the other side. Never giving up is the key…You can run out of gas, you can run out of food, but your heart keeps going with the same vision every day. Nothing is going to stop you.”
By Brianne Sanchez Photos by Tatiana Peña
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Instagram: @brittanyssmakeup
Beiri Guadalupe Nunez, Make Up, Instagram: @beiris_gmakeup
Bella Rose Photography, Photography, Instagram: @bellarosephoto
Berry Blooms, Sweet Treats, Instagram: @berrybloomssweets
Black Pearl Caffeine + Espresso, Coffee Shop, Website: blackpearlcaffeine.com
Blessings Factory, Event Decorating, Email: eventdecor@blessingsfactory.com
Blue Bean, Coffee Shop/Coworking Space, Website: bluebean.studio
Brazilian Cultural Center, Non-Profit, Facebook: BCC - Brazilian Cultural Center
Brightway Insurance, Insurance Products, Website: brightway.com
Caracas Language Solutions, Translation, Website: vanessacmarcano.com
Casa Mayorga, Mexican Accessories, Website: casamayorgalash.com
Ceviche Bar, Cuban Restaurant, Facebook: Ceviche Bar
Charcuterie Chica, Charcuterie Boards, Instagram: @charcutiechica
Christina Fernández-Morrow, Editor, Website: christinafernandezmorrow.com
Crown Cleaning LLC, Cleaning, Facebook: Crown Cleaning LLC
D
De Dios Consulting, Business Consulting,
Website: dediosconsulting.com
Delicias by Lorena, Food Catering, Email: lorena@deliciasbylorena.com
DesignsByYeni, Flower Arrangements, Email: yenibethlopezortiz@gmail.com
Dulce Vida Desserts, At-Home Bakery, Website: dulcevidadessert.com
Eagle Nest Designs LLC, Remodeling & Staging, Instagram: @dreamhomesbyalexes
El Jardin De Yris, Flower Arrangements, Facebook: El Jardín de Yris
El Patio, Restaurant, Facebook: El Patio
El Valle Tienda Mexicana, Mexican Store, Facebook: El Valle Tienda Mexicana
ELLLA, Real Estate, Website: teamellla.com
EloteShop, White Corn/Seasonal, Facebook: Eloteshop
Escapularios Doble E, Escapularios, Instagram: @escapularios.ee
Estela's Fresh Mex, Restaurant, Website: estelasfreshmex.com
Fashionistas Beauty Salon, Hair Stylist, Phone: (515) 280-9090
Franklin Plaza Family Dental, Dental Care, Phone: (515) 277-0222
G & L Ramos, Bouquets, Facebook: G & L Ramos
Gav Nutrition, Health Food Restaurant, Facebook: GAV NUTRITION
Grand Furniture, Furniture Store, Facebook: Grand Furniture and Mattress
Grisel's Puerto Rican Desserts, Desserts, Facebook: Grisel's Puerto Rican Desserts
Grooming by Vic, Pet Grooming, Facebook: Grooming by Victoria
Growing Iowa, LLC, Consulting Services, Facebook: Growing Iowa, LLC
Hair by Sophia Lara, Hairstylist, Instagram: @hairbysophialara
Helen’s Scents, Candles, Website: helensscents.com
Facebook: Inmobiliaria Inc.
Iowa First Call Towing, Towing Company, Website: iafirstcalltowing.com
Iowa Lovers, Marketing, Website: IowaLovers.com
J Chico Events, Event Planning, Email: jchicoevents@gmail.com
JamsCreative Photography, Photographer, Website: jamscreativephotography.com
Jenny Suarez, Cosmetology, Instagram: @pureavedastylist_jenny Jessicat Inc, Voiceover, Email: jessica@jessicatproductions.com
Jovenes Embajadores, Folkloric Dancers, Facebook: GFJovenes Embajadores DSM
KKarla Hauptly Studio, Hair Stylist, Phone: 515.865.9764
King of Clean, Cleaning Services, Website: kingofcleandsm.com
Knock and Drop Iowa, Food Pantry Website: knockanddropiowa.org
La Bufa, Clothing and Boots Store, Facebook: La Bufa
La Ventanita, LLC, Mexican Snacks, Facebook: La Ventanita Snack Bar
Latina Mary Lashes, Lash/Brow Salon, Website: lashlovebeautybar.com
Latino Events Enteratainment, DJ and Party Entertainment, Website: latinoeventsent.com
Law Offices of Sonia Parras, Immigration Law, Website: soniaparraslaw.com
Lunita Planners, Stationary, Website: lunitaplanners.com
Lupe's Flowers, Flower Arrangements, Website: linktr.ee/lupesflowers
MMama Laura's, Mexican Food Catering, Instagram: @mamalaurameals
Mamitas MKL, Cosmetics Line, Website: mmkl.shop
Mammita's Coffee, Cafe, Facebook: Mammitas Coffee
Margo Kromminga State Farm, Insurance, Website: margoinsurance.com
Martha Lebron Dykeman Berkshire
Hathaway Home Services, Real Estate, Phone: (415) 254-3619
Master Cleaning, Home Cleaning, Email: mastercleaningj@gmail.com
May Eleven, Clothing Store, Website: mayeleven.store
Mayorga Law Office, Family Law, Facebook: Mayorga Law Office, PLC
MCCS Tax & Insurance, Tax Services, Facebook: MCCS TAX AND INSURANCE
Mi Mundo de Globos, Event Decorating, Facebook: Mi mundo de globos - Fatima Mr. Burrito, Mexican Restaurant, Website: mrburritoames.com
Mundo Pequeno, Child Care Center, Website: mundopequenochildcare.com
Nails & Beauty Studio LLC, Beauty Services, Website: nailsandbeautydsm.square.site
Nailz by Darlyn, Nail Tech, Instagram: @xoxo.dnails
Newton Law, PLC, Family Law, Facebook: Newton Law, PLC
Ohana Pearls by Kira, Pearl Jewelry, Website: ohanapearlsbykira.com
One Love Barbershop, Barbershop, Website: onelovebarbershop.org
Photos by Rosa-Valentina, Photography, Email: photographyrosavalentina@gmail.com
Piedras Haseya LLC, Jewelry/Crystals, Website: piedrashaseya.com
Pilar's Flores, Flower Arrangements, Instagram: @pilars.flores
Radio Iowa en Linea, Radio, Website: tunein.com/radio/Radio-Iowaen-Linea-s310472
Rayito de Sol, Jewelry, Website: rayitodesol.net
RBI Marketing, Marketing and Graphic Design, Website: rbimktg.com
Realty ONE Group, Real Estate, Facebook: Brenda Phongsavanh Reyes Equity Institute, DEI Consulting, Website: reyesinstitute.com
Reyna Immerfall State Farm, Insurance, Website: reyna-insurance.com
SanMiguel Desserts, Desserts, Website: sanmiguel.cafe
Santa Fe Variadades, Mexican Accessories, Facebook: Santa Fe Variedades Schabel Solutions, DEI Consulting, Website: schabelsolutions.com
Serenity by Design, Interior Design, Facebook: Serenity By Design
Spanish Communication Services, Interpreter, Website: linkedin.com/in/anapottebaum-echeverría
Star's Beauty Bar, Lash Tech, Website: starsbeautybar.glossgenius.com
Tacoz California, Restaurant, Facebook: Tacoz California
Tatiana AV Photography, Photography, Facebook: Tatiana AV - Photography & Design
Team ELLLA with EXP Realty, Realtor, Facebook: America Angelica Zaragoza Team ELLLA with EXP Realty, Realtor, Website: mariana.teamellla.com
Team ELLLA with EXP Realty, Realtor, Instagram: @mariarochatherealtor
Team ELLLA with EXP Realty, Realtor, Website: laura.teamellla.com
The Tax Lady, Tax Preparation, Website: thetaxladydsm.com
Toria515 Salon & Spa, Cosmetologist, Website: toria515salonandspa. glossgenius.com
Tortilleria Juanchorrey, Tortilleria, Facebook: Juanchorrey Tortilleria, Tortilleria Luna, Tortilleria, Facebook: Tortillería Luna
Tree of Life, Therapy and Counseling, Phone: (515) 608-8892
Wild Yoga Tribe, Yoga, Website: wildyogatribe.com
Yum Foods, Venezuelan Snacks/Desserts, Instagram: @yumfood.us
Zamora Fresh Market, Grocery Store, Facebook: Zamora Fresh Market
Scan to check out the full business directory of Latina Owned Businesses in Iowa!
the powerhouse trio of Latina visionaries revolutionizing the real estate industry with their unwavering dedication to empowering agents and unlocking the doors to generational wealth for their clients.
Guided by leadership and fueled by growth, Team ELLLA brings a touch of levity to real estate, leaving behind a legacy of excellence. Their vision? To elevate the world, one real estate transaction at a time. With each founder's name adorned with an additional 'L', symbolizing empowerment, integrity, and fun, Team Ellla transcends mere real estate expertise - it embodies a movement, a beacon of positive change in the lives it touches.
At its core, Team ELLLA is fueled by a passion for community, a relentless pursuit of excellence, and a drive to elevate others. Their journey began with a shared vision - a vision to redefine success, shatter barriers, and pave the way for others to follow. Through innovative strategies and cutting-edge technology, Team ELLLA has achieved unparalleled results. Their agents are closing 1-2 deals per month within just 30 days, surpassing industry standards and demonstrating the effectiveness of their approach. Their exceptional achievements have garnered prestigious accolades, including recognition as NAHREP Top 100 teams and EXP Top 10 teams in Iowa in just two years. Yet, for María, Rocío, and Mariana, true success lies not in awards, but in the lives they transform and the legacies they help build. But their journey doesn't end there. With a spirit of generosity and a commitment to paying it forward, Team ELLLA is set to launch their coaching company, sharing their insights, strategies, and secrets to success with entrepreneurs worldwide. Their goal? To empower others to double their businesses, achieve their dreams, and create a life of abundance and fulfillment.
