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LATINAS IN BUSINESS

THIS IS WHAT LATINA EXCELLENCE LOOKS LIKE JEFAS Magazine just won three gold José Martí Awards (NAHP), including magazine of the year, and we’re bringing that same energy to our newest issue.

GOLD AWARDS FOR JEFAS: • • •

Magazine of the Year (Glossy) Best Design Best Event: Latina Business Excellence Summit

With record growth in entries nationwide, these wins are a signal that Latino Media is essential, and that Latina entrepreneurs deserve coverage that’s as bold as the work they’re doing.

IF YOU’RE BUILDING SOMETHING, DREAMING BIGGER, OR LEADING IN YOUR COMMUNITY, THIS ISSUE IS FOR YOU. READ THE NEW EDITION OF JEFAS MAGAZINE TODAY: JEFASMAGAZINE.COM 2

JEFAS Magazine isn’t for everyone— and that is the point! JEFAS is for those who recognize the influence, ambition, growth, and economic power of Latinas building businesses and shaping communities today. We are intentionally niche. We serve brands, leaders, and organizations that understand the importance of connecting with one of the fastest-growing entrepreneurial demographics in the United States—and that want to engage with Latina entrepreneurs in a meaningful, authentic, and lasting way. Because JEFAS isn’t just a magazine. JEFAS is a community. JEFAS is a platform. JEFAS is a movement. That is why we are creating space for Latina entrepreneurs to be seen, heard, celebrated, and connected—and creating opportunities for organizations that want to be part of that growth.

If you understand the power of the Latina market, you understand the power of JEFAS. -ERIKA MACIAS

President, Publisher and Founder JEFAS Latinas in Business Magazine LATINAS IN BUSINESS

JOIN US IN CELEBRATING LATINA-OWNED BUSINESSES IN IOWA We invite you to celebrate and support the vibrant and growing community of Latina-owned businesses in Iowa through the new edition of JEFAS® Latinas in Business Magazine—a national, award-winning publication dedicated to elevating Latina entrepreneurs across the state.

Our Mission

MAGAZINE STAFF Hola America Media Group publishes JEFAS Latinas in Business

Hola America Media Group Staff PRESIDENT AND PUBLISHER

JEFAS® Latinas in Business Magazine exists to empower Latina entrepreneurs by expanding access to opportunity, representation, and resources. Through storytelling, visibility, and connection, we aim to help Latina business owners reach their full potential while inspiring future generations of women leaders to pursue entrepreneurship with confidence.

About the Magazine Produced by Hola America Media Group, JEFAS® Latinas in Business Magazine showcases profiles of Latina-owned businesses in Iowa, expert insights from industry leaders, and practical resources designed to support business growth. First launched in Iowa in 2024, JEFAS® celebrates fearless Latinas who are breaking barriers, building thriving businesses, and leading with purpose. Each edition centers community, excellence, and empowerment—amplifying voices that deserve to be seen and heard.

Erika Macias

EDITOR Carolina Martínez Vera

EXECUTIVE ASSISTANT AND DIGITAL MANAGER Yari Contreras

TRANSLATOR Carolina Martínez Vera

CEO & HEAD OF STRATEGIC PARTNERSHIPS Tar Macias

JEFAS Collaborators DESIGNER

An Award-Winning Publication

Andrea Viveros

WRITERS

JEFAS® Latinas in Business Magazine is a nationally recognized publication, earning three Gold (First Place) José Martí Awards at the National Association of Hispanic Publications’ 43rd Annual Convention in San Diego in November 2025. These honors—among the most prestigious in Latino media—recognize excellence in journalism, design, and community impact.

Awards include: • Outstanding Hispanic Magazine • Outstanding Magazine Design • Outstanding Event for the 2024 Latina Business Excellence Summit

Lily Allen-Dueñas Maria Arriaga Vanessa Marcano-Kelly Jackie Cruz Samantha Mesa Joaquin Ramirez Karlha Velásquez Carolina Martínez Vera Carolina Villarreal PHOTOGRAPHERS

Jennifer Marquez Jasmín Adriana González Wezz De La Rosa Tar Macias TO CONTACT US:

Tar@holaamericamediagroup.com JEFASMagazine.com @JEFASMagazine 4

LATINAS IN BUSINESS

LEA TODAS ESTAS HISTORIAS EN ESPAÑOL AQUÍ:

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LATINAS IN BUSINESS

CONTENT

12 12-37 12 Jocelyn GamezSanchez, Des Moines, IA 16 Keilin Isaacson, Polk City, IA 23 JEFAS BY THE NUMBERS Special Report 32 Bexaida and Cinthia, Des Moines, IA

38-59

60-73

38 Abigail Borrego, Sioux City, IA

60 Where are they now? - Estrella Mireles, Windsor Heights, IA

42 Janet Madrigal Manzo, Marshalltown, IA 50 Magdalena Aravena, Des Moines, IA 54 Consejos: Building a Brand That Connects and Lasts

64 Julisa Pineda, Muscatine, IA 70 Esperanza Ayard Benitez, Waterloo, IA

56 Abigail Borrego, Sioux City, IA en español

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PIEL CANELA: A LOVE LETTER TO MEXICO, BREWED IN IOWA

México LATINAS IN BUSINESS

JOCELYN GAMEZ-SANCHEZ

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I have vivid memories of my dad and coffee. My mom would make coffee for herself and for my dad, then take me to school.” Jocelyn Gamez-Sanchez is the founder of Piel Canela Coffee, specializing in Mexican-inspired coffee and matcha drinks. Her love of coffee began as a child in Mexico, where she grew up, and it drives Piel Canela Coffee—Latin-fueled cafecito with a deep love for the Midwest. “I miss coffee from Mexico, and I also really love Iowa life.” She recalls being 10 years old, slowly sipping Mexican coffee. Those first sips were part of family routines. Now living in Iowa as a Latina, she uses coffee to share her culture and build connections through her business. The idea was born when she mixed Mexican coffee flavors at home here in Iowa. The mixes were so good that they made her whole family feel like they were in Mexico. Her sisters and cousins started saying, “You should sell this. I would buy it!”

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Her family encouraged her to start a business. Still, she had reservations about the investment. “I don’t own an espresso machine,” she told her husband. “I don’t post on social media, which is necessary to promote a product these days. I’m shy.” She had to get past her shyness and self-doubt. Gamez-Sanchez asked herself: Could a Latina-owned coffee shop be embraced and succeed in Iowa? Her husband was ready to go all in. He said, “Don’t worry about it. I’ll provide, and go for it.” She told her husband, “I don’t want to put us in a spot where we can’t pay rent. I’m not going to be guilty of setting us back. There are real-world expenses.” How will she pay bills? What about household stability? Together, she and her husband came up with backup plans if her business failed. They bought an espresso machine and launched Piel Canela Coffee in July 2025. She quit her

job and started working weekends, serving coffee to customers in both English and Spanish. It quickly became her most treasured work. “Being Latina is the heart of Piel Canela,” she said. “My culture inspires the flavors, creativity, and sense of community behind the business, making the brand feel authentic and unique. It has also taught me the value of hard work, connection, and hospitality, qualities I try to bring into every experience I create for my customers.” Months down the road, her coffee business started taking off. At one point, after she got past the fear of business failure, she asked her husband, “Were you scared when you bought that espresso machine, and I quit my job?” He said, “Yeah. I was a little bit stressed at first, but I didn’t want to tell you because I didn’t want to bring your hopes down. I always have faith in you.” A supportive partner is a big part of her success.

My culture inspires the flavors, creativity, and sense of community behind the business, making the brand feel authentic and unique. 14

Now, sipping coffee, she can say she made the right decision. “I’m proud to build something that reflects me, my roots, and my Mexican culture. Starting in Iowa allowed me to bring something unique while also showing others that it’s possible to create something meaningful from the ground up.” Her coffee is all about feeling something. If her customers are Latino, she wants them to feel nostalgia. If they’re not Latino, she wants them to feel the warmth of Mexican culture. “I want them to feel cared for,” she said. The way Iowans have embraced her coffee line has inspired her. “It makes me so happy. Customers who are not familiar with our culture will go to Walmart and be like, ‘Oh, I recognized your brand; I didn’t know they sold your coffee at Walmart.’” Piel Canela represents a part of who she is, a part of what Mexican

culture means to her, and a part of what community means to her, no matter where someone comes from. “It fills my heart that I’m taking my culture and building something. Us Latinos say, ‘What can I get for you? How was your day? Buenos días! ¿Cómo estás?’ I want them to feel like they’re already Latino.” As a business owner, she’s honed her research skills. Competition like Starbucks and Dunkin’ Donuts motivates her. And she encourages other Latinas with a dream. “Trust your heart and build something that genuinely reflects who you are. Passion and authenticity are things that nobody can replicate. There will always be challenges and moments of doubt, but staying true to yourself and your vision is what makes a business meaningful and unique. Once you learn from something, no one can take that away from you.” Serving coffee in both English and

Spanish has helped her bring people from many walks of life together. Her vision for Piel Canela Coffee is to own her own place and provide coffee full time. Piel Canela is more than just a coffee business. “To me, it represents growth, culture, and community. My goal has always been to create an experience that feels warm, welcoming, and authentic while sharing a piece of my culture through coffee. I hope Piel Canela continues to inspire others, especially young Latinas, to believe in themselves and pursue their ideas, even if they start with fear or uncertainty. I hope my Latino community is proud.” Her hours right now are in the mornings and at the farmers market. By Samantha Mesa Photos by Jennifer Marquez

LATINAS IN BUSINESS

Honduras 16

BUILDING A PRACTICE AROUND LISTENING LATINAS IN BUSINESS

KEILIN ISAACSON A

nxiety is often the starting point. Many of the women between the ages of 35 and 50 who come to Keilin Isaacson’s office arrive exhausted, worried about changes they do not understand and, in many cases, frustrated after searching for answers without finding them. Some cannot sleep through the night; others experience weight gain, persistent fatigue or a sense of unease that was never part of their lives before. “I don’t feel well. I’m so tired, I can’t sleep, I have so much anxiety. I wasn’t like this before,” Isaacson says, echoing words she frequently hears from her patients. Many have already seen other healthcare professionals. Some have been prescribed medication to help them sleep or manage anxiety, yet they still feel that something is wrong. For Isaacson, these experiences underscore the importance of listening before drawing conclusions. At Lush Lifestyle Medicine, a center specializing in comprehensive health and aesthetic medicine that she runs with her husband, Greg Isaacson, Keilin seeks to provide care that considers different aspects of a person’s health. Her goal is not simply to treat isolated symptoms, but to understand what may be happening in each patient’s body. “So many women come in with almost the same story,” she explains. Isaacson says some patients report improvements in their sleep, sense of calm and overall well-being after receiving care. 18

From Adversity Entrepreneurship

The sensitivity with which Keilin listens to her patients is deeply rooted in her own story. She was born in La Ceiba, Honduras, and was just six years old when Hurricane Mitch devastated her country in 1998. Among the memories she still carries is the image of her Papi Jorge lifting her onto his shoulders as the floodwaters rose dangerously high. She also remembers the food shortages and uncertainty her family faced after the disaster. With opportunities scarce, her mother made a difficult decision: to immigrate to the United States in search of a more stable future for her two daughters. Keilin and her sister remained in Honduras in the care of their aunt and uncle for six years, until they were finally able to reunite with their mother in Iowa. Keilin was 12 when she arrived in the United States without speaking English. Adjusting to a new culture, learning another language and trying to find her place in a setting with very few Hispanic students became another challenge. She remembers being reprimanded by a teacher in sixth grade for going to the bathroom without asking permission. The reason was simple: she did not know how to ask in English. That little girl who once felt different went on to become a nurse, a nurse practitioner and a captain in the Iowa Army National Guard. Her path was not without difficulties. She became a single mother at 19, worked at a restaurant while trying to get ahead and continued her education until

she achieved her professional goals. Yet working as a nurse did not fully satisfy her ambitions. She felt she could do more for her patients, so she pursued further education to become a nurse practitioner. After graduating in 2021, in the midst of the COVID-19 pandemic, she encountered a job market with limited opportunities and began exploring other professional possibilities. That was when the idea of starting a business took shape. With no business experience, but with Greg’s support and their own financial resources, she began preparing to open a center where she could offer more personalized care. Lush Lifestyle Medicine opened in November 2023, initially in West Des Moines, Iowa. In September 2025, they moved the business to a storefront facing the main square in Polk City, Iowa, where they found the welcoming, close-knit community atmosphere they had been looking for. More Than a Hormonal Issue The young Honduran woman has found that anxiety and sleep problems are among the most common concerns of women seeking her services. Although these changes may be associated with perimenopause or menopause, she emphasizes the need for individualized evaluations. Not everything can be explained by hormones. Nutritional deficiencies, medical conditions and other factors can also affect physical and emotional well-being.

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I know what it feels like when someone can’t understand you and you can’t explain what you’re feeling. That is why her approach begins with an in-depth conversation, a review of symptoms and laboratory testing when indicated. Some consultations can last as long as an hour and a half. “You have to do a really good job educating your patients,” she says. For her, patient explanations are essential in the face of misinformation circulating on social media. Initially, Lush Lifestyle Medicine focused on aesthetic treatments such as Botox, facial fillers and rejuvenation procedures. However, Isaacson came to understand that improving a woman’s appearance did not necessarily mean she felt well. That realization led her to study hormonal and metabolic health more deeply, expanding the services offered at the center. She also had to reconsider some of what she had learned during her clinical training, as the risks associated with hormone therapy had been heavily emphasized for years. Evolving scientific evidence prompted her to deepen her knowledge of these treatments. In February 2026, the U.S. Food and Drug Administration approved labeling changes for six menopausal hormone therapy products, including the removal of some risk statements from boxed warnings. Other safety information remains in the labeling, and treatment decisions must still be evaluated individually. Isaacson continues to stay up to date on developments in this field.

A Hispanic Voice in a Small Community

message beyond the consultation room.

Lush Lifestyle Medicine is in Polk City, Iowa, a town with an estimated population of approximately 6,630, according to 2025 U.S. Census Bureau estimates.

At 34, Keilin Isaacson has a new goal in mind: becoming a motivational speaker and advocate for women’s empowerment. She hopes to share a story of hardship, mistakes and new opportunities, convinced that no woman should feel defined or limited by her past.

In this setting, where Hispanic representation is limited, Isaacson has found an opportunity to reach a population that often faces cultural and language barriers in the healthcare system. She estimates that between 70% and 80% of her own patients are Hispanic, most of them women, and hopes to expand that reach. With a sweet, melodic voice, she explains each procedure calmly and patiently. “I know what it feels like when someone can’t understand you and you can’t explain what you’re feeling,” she reflects. An Aspiring Public Speaker She is also the mother of three children—two girls and a boy— with whom she strives to keep her Honduran roots alive. She prepares baleadas, tortillas and other traditional dishes, maintains the custom of eating dinner together as a family, and visits Honduras approximately every two years to see her aunt and uncle and Papi Jorge. In this new chapter, Keilin hopes to expand her center and bring in professionals specializing in mental health, nutrition and physical training. But she also wants to take her

“I love my life,” she says when speaking about her family, patients and work. Disciplined and hardworking, Isaacson starts her days at five in the morning, exercising with her husband before taking their children to school. Her days are divided among the center, her military responsibilities and family life. When she returns home, she makes a point of sharing dinner with her family and going to bed early. Among her personal favorites is sushi, her favorite food. Her greatest satisfaction comes from messages from patients who say they feel better and more confident. She encourages other women to pursue their dreams without letting fear of failure hold them back. For Keilin Isaacson, listening is much more than part of a medical consultation: it means offering other women what she once needed herself—understanding, trust and a space where their voices matter. By Karlha Velásquez Rivas Photos by Jennifer Marquez

LATINAS IN BUSINESS

Explore The Des Moines art center

JEFAS enjoying an exclusive tour of Dominican-Haitian artist Firelei Báez’s work led by Senior Curator Laura Burkhalter.

ROTATING EXHIBITIONS ART CENTER CAFÉ MUSEUM SHOP ART SCHOOL ALWAYS FREE | OPEN 6 DAYS A WEEK MUSEUM ART SCHOOL SCULPTURE PARK 22

4700 GRAND AVENUE | DES MOINES, IOWA 50312 | desmoinesartcenter.org

LATINAS IN BUSINESS

Women and Latino entrepreneurs in Iowa, and the national growth of Latina-owned businesses

owa’s business landscape includes a substantial share of womenowned firms and more than 10,000 Hispanic-owned businesses. Nationally, Latina entrepreneurs are also expanding their businesses quickly, even as gaps in revenue and access to capital persist.

Iowa: women hold a major share of business ownership The U.S. Small Business Administration counts 289,962 small businesses in Iowa, representing 99.3% of businesses in the state. In the SBA’s demographic ownership data, women had equal or majority ownership in 43.4% of Iowa businesses. Women-owned businesses in Iowa

Source: U.S. Small Business Administration, Office of Advocacy, Iowa 2025 Small Business Profile.

Latinos in Iowa’s workforce

Median earnings in Iowa, 2023

Latinos are an important part of Iowa’s workforce. In 2023, 72.6% of Iowa Latinos age 16 and older were in the labor force, compared with 66.3% of Iowans overall. The State Data Center of Iowa counted 20,849 Iowa Latinos in management, business, science and arts occupations that year. Latino labor-force participation in Iowa

Source: State Data Center of Iowa, Latinos in Iowa: 2024 (2023 data).

Hispanic-owned Iowa Source: State Data Center of Iowa, Latinos in Iowa: 2024 (2023 data).

Iowa Latinos in service occupations

businesses

The SBA’s 2025 Iowa profile counts 10,682 Hispanicowned businesses in the state. About 9,500 have no employees and 1,182 are employer businesses. Hispanics own 4.0% of Iowa businesses and make up 6.2% of the state’s workers. Hispanic-owned businesses in Iowa

Source: State Data Center of Iowa, Latinos in Iowa: 2024 (2023 data).

A wage gap also remains. Median earnings for Latina women in Iowa were $39,405 in 2023. By comparison, median earnings were $49,500 for women statewide and $61,232 for men statewide.

Source: U.S. Small Business Administration, Office of Advocacy, Iowa 2025 Small Business Profile. Underlying ownership data: U.S. Census Bureau, 2022.

LATINAS IN BUSINESS

The national picture: Latinaowned businesses are expanding

Growth extends beyond employer firms

Nationally, Hispanic/Latina women owned 2.9 million businesses in 2025, representing 18.7% of all womenowned businesses. Hispanic/Latina women represent 19.1% of the U.S. female population.

Latina-owned businesses are growing at a 6.3% compound annual growth rate, compared with 3.9% for White women-owned businesses.

Among employer firms, Hispanic/Latina women-owned businesses grew 37.2% between 2022 and 2025, compared with 8.0% for all women-owned employer firms. Employment at Hispanic/Latina women-owned employer firms grew 19.6% over the same period.

Compound annual growth rate of women-owned businesses, U.S.

Share of U.S. women-owned businesses

Source: Latino Donor Collaborative, 2025 LDC U.S. Latinas Overview.

Source: Wells Fargo, The 2026 Impact of Women-Owned Businesses.

Growth in women-owned employer firms, 2022–2025

Source: Wells Fargo, The 2026 Impact of Women-Owned Businesses.

The revenue gap that still needs closing The revenue gap remains substantial among employer firms. Wells Fargo estimates that in 2025, Hispanic/Latina women-owned employer businesses averaged $824,000 in annual revenue. The average across all women-owned employer firms was about $1.63 million, while men-owned employer firms averaged about $4.64 million. Average annual revenue per employer firm, U.S., 2025

Source: Wells Fargo, The 2026 Impact of Women-Owned Businesses.

“If Hispanic/ Latina womenowned businesses generated the same average revenue as men-owned businesses, they would add $1.7 trillion in revenue to the U.S. economy annually.” LATINAS IN BUSINESS

Access to capital documented barrier

remains

The Latino Donor Collaborative reports that Latinas receive, on average, only 39% of the financing they request from banks. This figure refers to the share of the financing amount requested that is received; it is not an approval-rate statistic. Share of requested bank financing received by Latinas

Closing revenue gaps would have a significant economic effect. Wells Fargo estimated in its 2025 analysis of Hispanic/Latino women-owned businesses that if these businesses generated the same average revenue as men-owned businesses, they would add $1.7 trillion in revenue to the U.S. economy annually.

What this means for Iowa’s jefas Iowa’s data show strong participation by women and Latino entrepreneurs, while national data show rapid growth among Hispanic/Latina women-owned employer firms. But growth does not erase the gaps: average revenue and access to financing remain substantially lower. Together, those figures show both the scale of Latina entrepreneurship and the room that remains for businesses to grow. Sources: U.S. Small Business Administration, Office of Advocacy, Iowa 2025 Small Business Profile · State Data Center of Iowa, Latinos in Iowa: 2024 · Wells Fargo, The 2026 Impact of Women-Owned Businesses · Wells Fargo, The 2025 Impact of Women-Owned Businesses: Key Figures on Hispanic/Latino Women Entrepreneurs · Latino Donor Collaborative, 2025 LDC U.S. Latinas Overview

Source: Latino Donor Collaborative, 2025 LDC U.S. Latinas Overview.

Better Together Better Forever

Giving With Purpose: Suzanna de Baca’s Spirit of Generosity For Suzanna de Baca, generosity is more than writing a check. It’s about understanding where help is needed, identifying what matters most to you and using your resources to create meaningful change. As a Latina, and lifelong Iowan, Suzanna learned the value of service from her parents, who made community giving a family tradition. Today, she channels that same spirit through a donor advised fund with the Community Foundation of Greater Des Moines - making her philanthropy more intentional, strategic and impactful. Her giving focuses on healthcare and health equity, education, the arts and opportunities for women, girls and Iowa’s Latino community. She believes everyone can make a difference -no matter the size of their gift.

Read more of Suzanna’s story: Learn how the Community Foundation helps maximize your lasting impact.

“ You can start with anything, even the smallest amount of money on a monthly basis. Be as generous as you can be, listen to the needs and see how you can help your community. ” - Suzanna de Baca

The Community Foundation helps individuals and families turn their passions into charitable impact.

Because building stronger communities doesn’t always begin with a large gift.

Sometimes, it begins simply with the decision to give. desmoinesfoundation.org

LATINAS IN BUSINESS

“WE’RE JUST GETTING STARTED” At Drake University in Des Moines, the third annual JEFAS® Business Excellence Summit gave Latina entrepreneurs and professionals a day to learn, meet potential collaborators and build relationships across the region.

he JEFAS® Business Excellence Summit returned to Drake University in Des Moines in 2026, bringing together entrepreneurs, professionals, community leaders and allies from Iowa, Nebraska and Illinois. Throughout the day, attendees moved between workshops, panels and conversations, exchanged ideas, asked questions, met potential collaborators and reconnected with women they had met through previous JEFAS events and leadership programs. After the event, several returned to the same theme: connection. “Honored to be part of the JEFAS® Business Excellence Summit 2026—an inspiring experience filled with connection, learning, and growth,” Angelica Gallardo of Fresh House Cleaning in Waukee shared. “Grateful to be surrounded by powerful women who inspire, lead, and continue to make a difference.” For Keilin Marleny of Lush Wellness Co. in Polk City, being there meant something more personal. “There’s something so special about being in a room filled with strong, driven women, learning from incredible speakers, making new connections, and celebrating ambition, culture, and femininity all at once,” she wrote. “As a Latina who grew up with very little, being in rooms like these will always mean a little more to me. Proud of where I come from, proud of what I’ve built, and proud to see so many Latinas doing the same.”

“Screaming, dancing, hugging and rooting for each other like cheerleaders— that’s what this is.” More than networking Lupe López of Lupe’s Flowers in Des Moines has attended all three Summits. “Starting and growing a business isn’t something you can do alone,” she shared. “You need a lot of support, guidance, resources and, above all, people who believe in you and your vision.” For Janet Madrigal Manzo of Nane’s: Hair, Nails & Lashes in Marshalltown, the goal was simple: say yes to every connection. She reconnected with women from previous leadership programs, met potential collaborators, celebrated friends’ accomplishments and introduced herself to women she had never met before. “JEFAS Summit 2026 was a full-body experience,” Madrigal Manzo wrote. “Screaming, dancing, hugging and rooting for each other like cheerleaders—that’s what this is.”

Cinthia Tirado of BX Home Solutions in West Des Moines described being a jefa in broader terms. “To me, being a jefa is about more than titles and accolades,” she wrote. “It’s about freedom, selfexpression, and tending to all of your temples.”

For Leslie Mayorga of LVL UP Claims, LLC in East Moline, Illinois, the takeaway was shorter. “Latinas in business,” she wrote. “We’re just getting started.” By Carolina Martínez Vera

Those “temples,” she explained, include body, mind, spirit, relationships, home, work, creativity, finances, rest and the future self.

STAY CONNECTED WITH JEFAS®

The Summit ends. The community doesn’t. JEFAS® continues year-round through JEFAS Magazine, events and the JEFAS® Inner Circle, with stories, resources and opportunities for Latina entrepreneurs and professionals to connect. If you attended the Summit, keep building on the relationships you started there.

If you haven’t been to a JEFAS event yet, consider this your invitation. Join the JEFAS® community and be part of what comes next.

JEFASMagazine.com

LATINAS IN BUSINESS

BUILDING A BUSINESS, BUILDING A LIFE

República Dominicana 32

México LATINAS IN BUSINESS

BEXAIDA AND CINTHIA F

or Bexaida Dominguez and Cinthia Tirado, the usual advice about keeping work and life separate does not quite apply: it is precisely this seamlessness of “doing both business and life together” what has proved to be their secret sauce. Bex is the extroverted visionary, a big picture and big numbers person, while Cinthia is the organized, grounding force ensuring to tackle every detail, so the vision becomes a reality. Together, they run BX Home Solutions, a residential property redevelopment and building company in Des Moines, Iowa, founded in 2022. Their partnership grew from bold ideas that took shape during the pandemic and a shared desire to build a life outside the traditional 9-to-5. The collaboration between Bex and Cinthia is manifest. Of course, it would have to be: they have been business partners for four years and married for over a decade. “We consider what we do [entrepreneurship] to be a lifestyle”, says Bexaida.

Bold Ideas in Lockdown Cinthia and Bexaida both attended Valley High School, but it was not until they worked together as teens at Red Lobster that they finally met each other. They married in 2015. Years later, their personal partnership would evolve into a professional one. Behind every win there are many lessons learned. “We are always learning from the University of Life”, Cinthia said. In 2020, Bexaida was working as a manager at Caribou Coffee, when a conversation with a customer sent her on an entrepreneurial trajectory. The customer was a real estate professional, a business that piqued her curiosity. After taking a course and dipping her toes into wholesaling, her first deal profited her $4,000 in under six hours. Bex had also been working on starting a painting business with her father. While these ventures were in their infancy, Cinthia kept working at her regular job to provide a stable income. The business ideas during lockdown started flowing, and Bex realized she wanted to be the actual investor

instead of the “middleman”. She got her real estate license and pitched Cinthia the idea of redeveloping or “flipping” properties together. By May 2022, BX Home Solutions was launched. Clear is kind, unclear is unkind “At first, we didn’t really know our strengths, and that caused some friction, which is common for any type of partnership at the beginning, business or otherwise,” Cinthia said. On one early project, unclear roles led to confusion over who had communicated what to a contractor. The experience pushed them to define their lanes and lean into their natural strengths. “Bexaida has such a natural ability to connect with people”, said Cinthia. This makes Bex the “face” of the business: networking, contractor relationships, and finances. Meanwhile, Cinthia oversees all design decisions, ordering, floor plans, permits, city and architect coordination. Cinthia describes herself as task-oriented and structured, while Bex is the visionary. “It was a bit like getting into a relationship all over again, because you are fully relying on the other LATINAS IN BUSINESS

“

Being a JEFA is more than titles and accolades — it’s about freedom, self-expression, and tending to all your temples: body, mind, spirit, relationships, home, work, creativity, finances, rest, and your future self.

person”, Cinthia said. That reliance has turned into one of the ways they care for each other. “It’s also a way to show love – when we’re able to take on something that the other dreads. We have evolved into what we know best,” said Cinthia. Some parts of the job, like doing taxes, are universally unpopular, so they just bite the bullet and agree on a time to tackle this together. The Beautiful Seamlessness Rather than a rigid work-life balance, Bex and Cinthia lean into the “beautiful seamlessness” of doing business and life together. Important decisions have come up while they were on vacation, when they could discuss, determine whether the project aligned with their values, and decide on the spot. “The good thing is that we can handle business from anywhere”, Bexaida said, “there’s times that everything happens all at once”. They have also learned when to step away. “No deal is worth the deterioration of your health,” Cinthia said. Projects and decisions are always evaluated for alignment with their values and long-term goals and if there is no alignment, they will pass on it.

A profound sense of trust and respect are the underlying forces within BX Home Solutions. When one is unavailable to provide input, the other one feels confident making an executive decision. “The trust we have in each other is irreplaceable”, Cinthia said.

redevelopment is taking a back seat, and the business is delving into building.

The unique dynamics of being in business with your life partner also means ensuring there is time for connection. Cinthia says that knowing the value of what the other person does, communicating, and maintaining the deep bond outside business are key to not losing sight of their relationship.

Their advice to couples considering going into business together is practical. “If you don’t have kids, you can go all in, you can go big”, says Bex. Yet if you have little ones depending on you, the risks must be more measured. Nevertheless, to them, the vital thing is to act.

The Universe is conspiring in your favor With the changes in the real estate market, BX Home Solutions is evolving. The residential

By Vanessa Marcano-Kelly Photos by Jennifer Marquez

“Our biggest belief is that everything is working in our favor: things are happening for us, not to us”, they said.

“Being a JEFA is more than titles and accolades — it’s about freedom, self-expression, and tending to all your temples: body, mind, spirit, relationships, home, work, creativity, finances, rest, and your future self,” Cinthia said.

LATINAS IN BUSINESS

ABICHUELA MÁGICA AND THE COURAGE TO START OVER

México LATINAS IN BUSINESS

ABIGAIL BORREGO W hen Abigail Borrego arrived in the United States, she left behind much more than her life in Monterrey, Nuevo León. She also moved away from her family, friends, and the people who already knew her talent for transforming cakes and cookies into colorful, creative works of art. Immigrating meant starting over without a support network, without customers, and with a language barrier standing in her way. Originally from Veracruz, Abigail founded Abichuela Mágica Cake Shop in Monterrey in late 2018. Although she studied Business Management Engineering, she had felt a special connection to cooking and baking since childhood. Through her business, she found a way to pursue what she truly loved, develop her creativity, manage her own time, and remain close to her family. Her arrival in the United States, however, was marked by uncertainty. Her husband’s job took the family first to Wichita, Kansas, and later to other cities. Over approximately a year and a half, they moved three or four times. Each time Abigail began building a customer base, another move arrived, forcing her to say goodbye and start again in an unfamiliar place. “It was a year when I cried a lot,” she recalls. “I didn’t know anyone, and I wanted to continue doing what I loved.” 40

The family finally found stability when they settled in Sioux City, Iowa. Abigail arrived with her talent, her Mexican roots, and a strong determination to move forward, but once again, she did not know a single person. Building a business there meant learning new regulations, completing food-handling courses, navigating the language barrier, and convincing strangers to trust her work. Abigail remembers her first sale with emotion. Liz’s brother ordered a birthday cake from her when she was just getting started. That purchase represented much more than an order. It was the first sign that her dream could still have a place in this new country.

“You were the first person who believed in me when I arrived here,” Abigail reminds Liz whenever she returns to order a cake for herself or her son. Over the years, that first purchase became a lasting relationship built on quality, trust, and creativity. Little by little, pictures of Abigail’s custom cakes and cookies began attracting attention on social media. Her use of color and attention to detail made her work stand out. Her Mexican roots also became a strength, allowing her to incorporate the flavors, traditions, and visual richness of a culture that celebrates life through food.

Growth brought Abigail an essential lesson: she had to recognize the value of her own work. At first, some people considered her prices too high, and she wondered whether she should charge less to attract customers. Over time, she understood that every creation requires hours of preparation, knowledge, materials, and an artistic vision that cannot simply be replaced. “You have to value your work and all the time you dedicate to it,” she says. “You should not diminish its worth.” Abichuela Mágica operates primarily through social media and advance orders. Abigail specializes in creative, personalized baking. What she enjoys most is receiving an invitation or general concept and being given the freedom to imagine a unique design. The business name also preserves a piece of her identity. “Abichuela” was the nickname her friends gave her in Monterrey, while her husband suggested adding “Mágica” to describe what she could create. Behind every product are early mornings, sacrifices, and hours of work that customers do not always see. Yet being a home baker has allowed Abigail to remain involved in her children’s lives while running her business. Although entrepreneurship requires her to divide her time between work and family, it also gives her the freedom to be a present mother.

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You have to value your work and all the time you dedicate to it. You should not diminish its worth. “I have always said that my business saved me,” she shares. “It became my therapy through many different experiences, especially while starting over in another country.” For Abigail, success does not necessarily mean opening a large bakery or operating multiple locations. Her dream is to grow without sacrificing the freedom to create, manage her time, and remain close to her family. She also wants her children to understand that they can choose a path that inspires them and gives them a sense of fulfillment. Today, she hopes to inspire other Latinas to trust their talents, even when they are far from home or must start over more than once. Her advice is simple: “Do it even if you are afraid. Just do it.” Abichuela Mágica demonstrates that you do not need to have everything figured out before you begin. Sometimes, you only need to recognize the value of what you carry within and find the courage to build, far from home, a new place where you belong. By Maria Arriaga Photos by Jasmín Adriana González

LATINAS IN BUSINESS

DARE TO DREAM: FROM CUBICLE TO SALON OWNER

USA y México LATINAS IN BUSINESS

JANET MADRIGAL MANZO J anet Madrigal Manzo was supposed to end up behind a desk. That was the plan at 19 — accounting, a cubicle, something structured and quiet – serious and a little shy, the kid whose classmates thought she took homework too seriously. “I always wanted purpose,” she says. “I think I frustrated people because they’d be like, why can’t you just chill, and I just always wanted more.”

She enrolled in beauty school almost as a side project, something to try on her sisters while she figured out what she wanted. She finished it, then went ahead with accounting anyway. For a while she tried to do both, a fulltime job during the week and hair on the side, and it wore her out – feeling split in half more than overworked. She left accounting. Rented a chair. Years later, something still wasn’t sitting right, though she couldn’t

have said exactly what. She told her husband she wanted her own space, something built around her own schedule instead of the corporate one, so she could be there for her kids too. That’s when she started calling herself a mompreneur. The letter that changed everything Not long after, her landlord went bankrupt. Janet got a letter from a lawyer explaining that the landlord hadn’t paid rent on the building in over six months. She was scared she’d lose the space she’d only just gotten comfortable in. She turned to her husband and asked what he thought about buying a building of their own. They both laughed. Neither of them believed it was realistic. But she kept bringing it up, kept pitching it, and eventually he was in.

What followed was years of searching and bank rejections – every “no” treated as information instead of a stop sign. “I kept going back, keeping in mind, I’m just here for knowledge,” she says. When one bank finally offered her a maybe, she held onto it, presenting property after property and pushing to think bigger – until fear crept back in as the deal got real. Before it closed, she told the previous landlord she was scared. What if she wasn’t cut out to be an owner? The landlord’s advice was simple: pray about it. She did — and the number three started showing up everywhere she looked. It had been her favorite number since childhood, back when she lived in apartment 3. Now it kept resurfacing: the salon’s address starts with a three, and closing happened in March.

“I think the number three has a special place in my heart,” she says, and she isn’t being precious about it. It reads more like she noticed a pattern and decided to trust it. What she’s building past her own chair Janet’s salon now runs with a team of independent stylists, each with twenty-plus years in the industry and their own clientele. She’s also working toward launching a training program under Iowa’s new establishment training law, letting salon owners train stylists directly on-site instead of through traditional cosmetology school. Marshalltown hasn’t had a beauty school in years; the nearest one is 40 minutes away in Ames, and most programs demand hours many people can’t spare. Janet’s version would be parttime. She’s not ready to open it yet – she wants the material fully built out first – but she’s already training her younger brother, who’s picked up an interest in cutting hair on his own. As an older sister her younger siblings look up to, Janet says being someone they can watch up close – stress and success both – matters to her more than most parts of the job. “I always wish I could have had somebody to push me and encourage me a little bit more,” she says. “Confidence is so important to me, and I feel like that’s connected with beauty. You look good, you feel good.”

LATINAS IN BUSINESS

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You can do anything you put your mind to. Just be passionate and disciplined, and you can literally have the world. Asked what she’d say to the version of herself who was still choosing between a cubicle and a beauty license, she doesn’t take long to answer: “You can do anything you put your mind to. Just be passionate and disciplined, and you can literally have the world.” Some mornings she’s up by three, never later than five. “I like to run my day. I don’t let my day run itself,” she says. But if there’s one thing she wants people to take from her story, it isn’t the discipline. It’s this: “Dare to dream. Just dare to dream whatever you’re after.” By Joaquin Ramirez Photos by Jennifer Marquez

LATINAS IN BUSINESS

PLANTING THE SEEDS FOR MORE INCLUSIVE PUBLIC SPACES

LATINAS IN BUSINESS

Chile 51

MAGDALENA ARAVENA H ow many memories do you have in a park? Perhaps memories of playing soccer, having a family picnic, or walking your dog. And how often have you thought about the person who decided where the trees, trails, playgrounds, and gathering spaces should go? For most people, probably never. For Magdalena Aravena, PLA, ASLA, it’s her life’s work. Founder of Studio Siembra, a Des Moines-based landscape architecture and community engagement firm, Aravena designs parks, playgrounds, and public spaces with one guiding belief: the people who use those spaces should help shape them. “We design spaces that feel culturally responsive to the community they serve, so the community feels reflected in the spaces,” Aravena says. Aravena studied civil engineering at the University of California, Davis before discovering landscape architecture almost by accident. “Landscape architecture was a lucky find. It’s a mix of ecology, art, creativity, science, and sociology. I have loved my career ever since I found it.” She founded Studio Siembra in 2021 while living in Denver and relocated the business to Des Moines in 2024.

Born in Chile, Aravena moved to the United States at age 9. Along the way, she discovered that her passion wasn’t designing private developments. It was designing public spaces, where community members have a voice in the final result. “Studio Siembra was part of figuring out how I wanted to be as a landscape architect and the impact I wanted to have, not only on the profession but on how we work with communities,” she says. Her bilingual team translates not only language but also technical design concepts, helping Spanishspeaking residents fully participate in the planning process. Public projects require community engagement, but not everyone feels comfortable attending those meetings. Language barriers, lack of awareness, or simply not seeing anyone who looks like you can prevent people from participating. Studio Siembra works to change that. The firm partners with municipalities and communities across Iowa, Colorado, and the Midwest to design inclusive public spaces while ensuring community voices are heard throughout the process.

In Spanish, siembra means “sowing.” “We’re sowing seeds of a more beautiful world. We’re sowing seeds of optimism. We’re sowing seeds of more health. We’re planting all of these little things to create spaces and environments that are healthier, more beautiful, and more functional.” One project especially reinforced that philosophy. While redesigning La Raza Park in Denver, Aravena spent months listening to residents share memories, traditions, and hopes for the park’s future. During one community meeting, a group of dragonflies suddenly appeared. Community members became emotional, explaining that dragonflies represented visits from ancestors and blessings from their elders. “From one story about dragonflies, we were able to carry that narrative through the design of the park so that, when it opened, it still carried the meaning and culture the community had been craving,” she says. That story became part of the park itself through dragonfly motifs and a cloud-themed playground. Aravena also hopes to inspire other Latina entrepreneurs. “There’s no bigger, more radical protest than just being who you are,” she says. She also encourages Latinas to build relationships within their industries and seek meaningful connections.

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We design spaces that feel culturally responsive to the community they serve, so the community feels reflected in the spaces. “Knowing people who are doing something different or impactful gives you a perspective that’s hard to find if you’re not connected in that way.” Mentorship has also shaped her journey. “Instead of looking for a mentor, I’ve tried to build relationships that are more reciprocal, where the other person feels like you also have something to give,” she says. “Start with, ‘How can I help you?’ rather than, ‘Here’s how you can help me.’ I find that creates much stronger relationships.” Looking ahead, Aravena is launching a collective of small landscape architecture firms that can collaborate while maintaining their independence. “We’re trying to increase our capacity without losing the autonomy that having my own business entails. We’re reimagining what a successful business model might look like.” At the heart of Studio Siembra is the unwavering belief that every community deserves to see itself reflected in the places it calls home. By Lily Allen-Dueñas Photos by Jennifer Marquez Photo from pages 50-51: Magdalena Aravena and her mother, Andrea Gutierrez, of Studio Siembra in Des Moines.

LATINAS IN BUSINESS

CONSEJOS

BEYOND THE FEED: BUILDING A BRAND THAT CONNECTS AND LASTS

ocial media gave small business owners a stage, and many of us ran with it.

story. A simple loyalty or referral program can turn one-time buyers into your biggest promoters.

But somewhere along the way, we started relying on social media a little too much.

Embrace Local and Crosspollinate

We let algorithms decide who sees us. We confuse likes with loyalty. And when views drop, we panic, instead of remembering that our real business power lives off the feed.   If your goal is to build a brand that lasts, your mission starts with creating direct communication channels. That means finding ways to talk to your customers that don’t depend on a third-party platform and that keep them coming back because they want to, not because an algorithm allows it.

Build Your Direct Line Think of your brand as a home. Social media is the porch; it’s where people discover you. Your email list, text club, and loyalty programs? That’s your living room. That’s where real relationships are built.   Start simple. Collect emails from your regulars. Send updates, tips, or early access to your next offer. Reward them for being part of your

Are you a photographer? Partner with a local music academy and capture their first recital. Own a restaurant? Collaborate with a real estate agent to create a “Welcome Home” dinner series for new homeowners. Run a cleaning business? Team up with a property manager to offer move-in specials. When you cross-pollinate, you’re not just promoting; you’re building community. You’re showing up for others, and that energy multiplies.

Understand Motivations

Habits

and

Referrals remain the No. 1 source of leads for small businesses. That’s not a coincidence; people trust people. The better you understand what motivates your audience, the easier it becomes to earn that trust.

If you’re in real estate, connect with accountants who work with new buyers. If you own a beauty salon, collaborate with a photographer for professional headshots. Your next customer is only one introduction away.

Boost Your Discoverability Visibility today starts with search. Make sure your business is where people are looking: Google, ChatGPT, local directories, social media, and your own website. Add clear contact information, fresh photos, and updated hours to all your touchpoints. Think of it as digital housekeeping with details that make you easy to find and hard to forget.

The future belongs to the women who start building relationships. Your brand isn’t your feed; it’s your voice, your story, and your promise to keep showing up. So, if you’ve been relying on social media too much, consider this your sign: it’s time to own your audience and build direct communication channels that last. By Carolina Villarreal, Founder & CEO, Voz Growth

LATINAS IN BUSINESS

ABIGAIL BORREGO ABICHUELA MÁGICA Y EL VALOR DE VOLVER A EMPEZAR

uando Abigail Borrego llegó a Estados Unidos, dejó atrás mucho más que su vida en Monterrey, Nuevo León. Se alejó de su familia, sus amigos y de las personas que ya conocían su talento para transformar pasteles y galletas en creaciones llenas de color y detalles. Emigrar significó volver a empezar: sin una red de apoyo, sin clientes y con una barrera de idioma que hacía todavía más difícil abrirse camino. Originaria de Veracruz, Abigail fundó Abichuela Mágica Cake Shop en Monterrey a finales de 2018. Aunque estudió Ingeniería en Gestión Empresarial, desde niña había sentido una conexión especial con la cocina y la repostería. Con su negocio encontró una forma de dedicarse a lo que realmente disfrutaba, desarrollar su creatividad, administrar su propio tiempo y permanecer cerca de su familia. Empezar de cero, una y otra vez Su llegada a Estados Unidos, sin embargo, estuvo marcada por la incertidumbre. El trabajo de su esposo llevó primero a la familia a Wichita, Kansas, y después a otras ciudades. Durante aproximadamente un año y medio se mudaron tres o cuatro veces.

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Hazlo aunque tengas miedo. Solo hazlo.

Cada vez que Abigail comenzaba a construir una clientela, llegaba una nueva mudanza. Tenía que despedirse y volver a comenzar en un lugar desconocido.

“Tú fuiste la primera persona que creyó en mí cuando llegué aquí”, le recuerda Abigail a Liz cada vez que ella vuelve a pedirle un pastel para sí misma o para su hijo.

“Fue un año en el que lloré mucho”, recuerda. “No conocía a nadie y yo quería seguir haciendo lo que me gustaba”.

Con los años, aquella primera compra se convirtió en una relación duradera construida a partir de la calidad, la confianza y la creatividad. Poco a poco, las fotografías de los pasteles y galletas personalizados de Abigail comenzaron a llamar la atención en redes sociales.

La familia finalmente encontró estabilidad cuando se instaló en Sioux City, Iowa. Abigail llegó con su talento, sus raíces mexicanas y una fuerte determinación de seguir adelante, pero una vez más no conocía a nadie. Construir un negocio significó aprender nuevas regulaciones, tomar cursos de manejo de alimentos, enfrentarse a la barrera del idioma y convencer a desconocidos de que confiaran en su trabajo. La primera persona que creyó en ella Abigail todavía recuerda emoción su primera venta.

con

Cuando apenas comenzaba, el hermano de Liz le encargó un pastel de cumpleaños. Para Abigail, aquella compra representó mucho más que un pedido: fue la primera señal de que su sueño todavía podía encontrar un lugar en este nuevo país.

El uso del color y su atención a los detalles hicieron que su trabajo destacara. Sus raíces mexicanas también se convirtieron en una fortaleza, permitiéndole incorporar sabores, tradiciones y la riqueza visual de una cultura que celebra la vida a través de la comida. Aprender a reconocer el valor de su trabajo El crecimiento de Abichuela Mágica también dejó una lección importante para Abigail: tenía que aprender a reconocer el valor de su propio trabajo. Al principio, algunas personas consideraban que sus precios eran demasiado altos y ella llegó a preguntarse si debía cobrar menos para atraer clientes. Con el tiempo entendió que detrás de cada creación hay horas

de preparación, conocimiento, materiales y una visión artística que no puede sustituirse fácilmente. “Tienes que valorar tu trabajo y todo el tiempo que le dedicas”, dice. “No debes disminuir su valor”. Abichuela Mágica funciona principalmente a través de redes sociales y pedidos anticipados. Abigail se especializa en repostería creativa y personalizada. Lo que más disfruta es recibir una invitación o una idea general y tener la libertad de imaginar un diseño único. El nombre del negocio también guarda una parte de su identidad. “Abichuela” era el apodo que le dieron sus amigos en Monterrey, mientras que su esposo sugirió agregar “Mágica” para describir aquello que ella podía crear. Un negocio que también convirtió en refugio

Detrás de cada producto hay madrugadas, sacrificios y horas de trabajo que los clientes no siempre alcanzan a ver. Pero trabajar como repostera desde casa también le ha permitido mantenerse presente en la vida de sus hijos mientras dirige su negocio.

LATINAS IN BUSINESS

Aunque emprender implica dividir su tiempo entre el trabajo y la familia, también le ha dado la libertad de ser una madre presente. “Siempre he dicho que mi negocio me salvó”, comparte. “Se convirtió en mi terapia durante muchas experiencias diferentes, especialmente mientras empezaba de nuevo en otro país”. Para Abigail, el éxito no necesariamente significa abrir una enorme pastelería o tener múltiples sucursales. Su sueño es crecer sin sacrificar la libertad de crear, administrar su tiempo y permanecer cerca de su familia. También quiere que sus hijos entiendan que pueden elegir un camino que los inspire y les dé una sensación de realización personal. “Hazlo aunque tengas miedo” Hoy, Abigail espera que su historia inspire a otras latinas a confiar en sus talentos, incluso cuando están lejos de casa o tienen que volver a empezar más de una vez. Su consejo es sencillo: “Hazlo aunque tengas miedo. Solo hazlo”. La historia de Abichuela Mágica demuestra que no es necesario tener todas las respuestas antes de comenzar. A veces basta con reconocer el valor de lo que ya llevamos dentro y encontrar el valor para construir, lejos de casa, un nuevo lugar al que podamos llamar nuestro. Por Maria Arriaga Foto por Jasmín Adriana González

LEA MÁS HISTORIAS EN ESPAÑOL AQUÍ

LATINAS IN BUSINESS

WHERE ARE THEY NOW?

ESTRELLA MIRELES OF STAR’S BEAUTY BAR E strella Mireles was featured online as part of the first edition of JEFAS® Magazine in 2024, when she shared the early story of Star’s Beauty Bar and described entrepreneurship as “pretty lonely and confusing.” Two years later, she has been doing lashes full time for seven years and now works from a storefront she shares with her best friend. JEFAS® Magazine caught up with Mireles about what has changed, the chances she has taken and what comes next. Since we last shared your story, what has changed most in your business or your life? Things are constantly changing, but one thing remains the same: the girls need their lashes done!

I have thankfully been in business and doing lashes full time for seven years now, and I am so thankful to my clients who keep me in business after all these years! I went from working out of a small corner in my bedroom and doing $40 lash sets to having a storefront and getting to share that space with my bestie, who shares similar passions. What milestone are you most proud of during this time?

I am proud of every single one of my accomplishments, big or small, because I know how much hard work and dedication it took to get there. I am proud of every step I take toward building more for myself and my business. As I’ve learned, even though it’s scary, you should still do it scared.

Have you taken a chance or changed direction in a way you didn’t expect? Lots.

Investing in a good lash class and esthetician school were some of the best chances I took because they motivated me to keep taking chances on myself. Every studio I rented prior to where I am now was a chance I took on myself. I expanded into a bigger space as I progressed in my career and grew my service menu by continuing my education and investing in other services I can offer to my clients and techniques to keep up with trends and stay relevant in a fast-changing industry.

Hasta con más ganas.

LATINAS IN BUSINESS

What has been one of the most challenging parts of this chapter, and what has helped you navigate it? Taxes and bookkeeping. They don’t teach you that in school. My advice would be to do your research and invest in a credible CPA. Don’t go the cheaper route; it’s not always the best option for you. Work with someone who is willing to explain everything to you until you understand it, not someone who is going to make you feel inadequate because it’s confusing to you. Once you understand how taxes and write-offs work, it’s just a matter of staying organized for your CPA and hiring them to do the hard work for you while setting aside a little bit each month to be able to pay them and your taxes. How have your priorities or your definition of success changed? I prioritize my mental and physical health more and make it a point to fuel my body before, during and after

work instead of missing meals and only running on iced coffee to get me through the workday. I’m also more active because I sit most of the day. I used to be bad at balancing that out, but now I just don’t care to take as many clients in a day as I used to because I don’t want to feel burnt out after work. I love my job, and I want to keep it that way. What’s next for you, and where does community fit into that next chapter? After hosting my first successful event as a business owner, I am excited to do more with and for my community and host more events to bring more people together. Having been in business for seven years, I want to share that success and recognize and share the spotlight with other hardworking JEFAS to build a community of likeminded individuals who share similar goals and passions.

SCAN THIS CODE TO READ ESTRELLA’S ORIGINAL FEATURE 62

I also recently did a T-shirt collab with another JEFA. Creating a T-shirt is something I’ve dreamt about doing for years, and I’m excited to branch out in that field, explore myself in a different creative setting and see where that takes me. Mireles said she plans to host more community events and continue exploring creative collaborations with other JEFAS. By Carolina Martínez Vera Photo by Tar Macias

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LATINAS IN BUSINESS

ONE FOOT IN FRONT OF THE OTHER

México y El Salvador LATINAS IN BUSINESS

JULISA PINEDA J ulisa Teresa Pineda grew up in Muscatine, Iowa, speaking Spanish at home.

to learn how the FAFSA process worked.

Her mother immigrated from Mexico and her father from El Salvador. As Pineda learned English, she also began helping her family, especially her mother, when language became a barrier.

“I grew a natural instinct to initiate and step forward when needed,” she says.

“I always had to translate for my mom and family wherever we went,” she says. “Whether that was doctor visits, going to the bank, or reading legal documents.” Some of those situations required vocabulary she was still learning herself. “I felt guilty because my mother needed me, but my level of translation was not high,” Pineda says. Her mother taught her to put one foot in front of the other, no matter what happened. Learning to Ask Pineda became the first in her family to attend college. She drove her 2008 Honda Civic to the University of Northern Iowa and sat down with the financial aid office 66

Pineda went on to earn a bachelor’s degree from UNI and receive dean’s list recognition. While she was away at school, her mother began the process of putting the family mortgage in her own name. Pineda returned from Cedar Falls to help her work through the paperwork. She later worked in sales, technology and the legal field before entering real estate. Pineda says the need for bilingual professionals in Muscatine was something she had noticed much earlier. “As I was growing up, I noticed a need for bilingual professionals in this area,” she says. She had seen language barriers at the bank and in legal documents with her own family. In real estate, she says some families face similar barriers when trying to access

reliable information about buying a home. Building a Name Business Paid

Before

the

When Pineda entered real estate, building credibility became one of her first challenges. “One of the biggest challenges I faced in the beginning was building credibility as a young, firstgeneration Latina entrepreneur in a highly competitive industry,” she says. “Starting from scratch meant I had to earn the trust of clients while also growing my network and establishing my brand.” The Thompson Group at Ruhl&Ruhl Realtors was founded in Muscatine in June 2025. As Pineda established herself in real estate, she also worked as a waitress on weekends. “I waitressed on the weekends and would tell customers I was a realtor, handing them my business cards,” she says. The restaurant work helped her make ends meet while she built the business. It also gave her another place to talk about her real estate work.

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I wanted to create a business centered on education, trust, and advocacy. Her mother worried about the financial uncertainty of real estate. “She feared the realtor industry could not offer stability, because you do not receive payment until the final sale,” Pineda says. Then came her first sale. “After that first sale, I knew I had to keep going and my mother heard me,” she says. A Need She Already Knew Pineda says part of her motivation for entering the business came from seeing families encounter unnecessary barriers to homeownership because of language and limited access to reliable information. “I wanted to create a business centered on education, trust, and advocacy, where clients feel informed, supported, and empowered throughout the process,” she says. Working in both English and Spanish became part of that approach. Pineda says Spanish-speaking clients have appreciated being able to navigate the homebuying process in Spanish. She says some later asked her to be their realtor again. “Those clients appreciated my work and so they asked me to be their realtor again!” she says. “If I can help a family create generational wealth then I want them to feel heard,” Pineda says. LATINAS IN BUSINESS

DO YOU WANT TO BE IN THE NEXT JEFAS MAGAZINE? HERE ARE THE DETAILS:

She also describes her Latina culture as an asset in the way she approaches her work and relationships with clients. “My Latina culture has been my greatest asset as a business owner because it has shaped the values I bring into my work every day,” she says. “Growing up, I was taught the importance of resilience, a strong work ethic, family, and community.” Building Before Everything Feels Ready When asked what she would tell another Latina who wants to start a business, Pineda points first to timing. “There will never be ‘a right time,’” she says. “‘The right time’ is a decision you make, and then you make it work.” Her own start included weekend restaurant shifts, commission-based work and the challenge of establishing credibility in a competitive industry. “I would remind her that her background, culture, and experiences are not obstacles; they are strengths that can help her build the art that she is bringing to the world.” Pineda works with The Thompson Group at Ruhl&Ruhl Realtors in Muscatine and serves as an ambassador for the Greater Quad Cities Hispanic Chamber of Commerce. She also encourages other Latinas to stay consistent, surround themselves with people who support their vision and continue investing in their growth. And, in Pineda’s words, “never be afraid to take up space.” By Jackie Cruz Photos by Wezz De La Rosa

LATINAS IN BUSINESS

BAKED WITH LOVE: ESPERANZA BRINGS MEXICAN-INSPIRED FLAVORS TO WATERLOO

USA y México LATINAS IN BUSINESS

ESPERANZA AYARD BENITEZ “

I have always wanted something more for myself,” Esperanza Ayard Benitez says.

For years, that meant building something from her home in Waterloo. She took special orders, attended pop-up events and sold her baked goods through local businesses. Social media introduced more people to her work, and word of mouth brought customers back. “I wasn’t the best scholar, so I also knew I couldn’t work a regular job,” she says. “My creativity led me to keep working toward my dreams.” What began in her home kitchen eventually became Con Amor Bakery & Cafe, a storefront on East Fourth Street where Ayard now specializes in croissants and other laminated pastries with Mexicaninspired flavors. But the years between those two places asked more of her than learning how to run a bakery. “I was born and raised in Waterloo. I love our little town, but there aren’t very many fresh homemade-style bakeries here,” Ayard says. “I wanted to share that with the community and be an example for other Latinas here.” From Her Home Kitchen to Her Own Bakery Ayard built Con Amor one order at a time.

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I love to watch my ideas come to life, and my hard work be appreciated. As demand grew, working from home became harder to sustain. She began thinking about a commercial space where she could produce more and give customers somewhere to sit down and enjoy what she made. Getting there took years of saving, planning and searching. Ayard spent months looking at commercial spaces throughout Waterloo before finding the location that felt right on East Fourth Street. The possibility of opening her own storefront was exciting. It was also intimidating. There were financial decisions to make, a space to prepare and more responsibility than she had carried while working from home. At times, Ayard questioned whether the bakery she had imagined would actually become real. She kept going. Along the way, she asked business owners, friends and family for advice. Some of that guidance helped her move forward. The experience also pushed her to become more confident in her own judgment. Learning to Trust Herself One of the hardest parts had little to do with baking. “One of the biggest challenges I faced was not knowing how to handle constructive criticism, and

not knowing how to say ‘no,’” Ayard says. “I have grown a lot from that. I learned that if I don’t feel comfortable or simply don’t want to do something, I won’t.” That confidence came gradually. Running a growing business meant making decisions while managing customers, finances, family responsibilities and the everyday work waiting to be done. Advice could be useful. So could knowing when something was not right for her. By the time Con Amor was ready to open, Ayard had spent years learning both. Opening the Doors In spring 2025, after years of baking, saving and building a customer base, Ayard opened Con Amor Bakery & Cafe.

and Ayard hopes to develop more pan dulce this year. She also hopes to expand the drink program and eventually offer hot options. The business she once ran from home now has an address on East Fourth Street. For Ayard, one of the rewards is seeing people respond to something that began as her own idea. “I love to watch my ideas come to life, and my hard work be appreciated,” she says. “I love to connect with my customers and know that I could make their day a little better.” By Carolina Martínez Vera Photos courtesy of Fatma Osmancevic | Studio Faf, LLC

She already had customers who knew her work through pop-ups, special orders and social media. Now they had a place to visit. The storefront also gave Ayard more room to keep developing her work. Con Amor specializes in croissants and other laminated pastries, with Mexican-inspired flavors incorporated throughout what she creates. Its iced matcha and iced café lattes come in flavors such as churro, Mexican mocha, flan and mazapán. The refrigerated case includes slices of tres leches, LATINAS IN BUSINESS

CONTRIBUTORS Writers

LILY ALLEN-DUEÑAS

SAMANTHA MESA

MARIA ARRIAGA

JOAQUIN RAMIREZ

VANESSA MARCANO-KELLY

KARLHA VELÁSQUEZ

CAROLINA VILLARREAL

JACKIE CRUZ

Photographers & designers

JENNIFER MARQUEZ

WEZZ DE LA ROSA

TAR MACIAS

JASMIN ADRIANA GONZÁLEZ

ANDREA VIVEROS

CAROLINA MARTÍNEZ VERA

Photo by: www.cbyatesphoto.com

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