Contributions and Challenges of the Latinx Community in Kalamazoo

Emily Olivares: Visionary Leadership to Empower the Latinx Community in Kalamazoo

By Jesús Grillo, for New/Nueva Opinión

Editor's note: This story is part of New/Nueva Opinión's Contributions and Challenges of the Latinx Community in Kalamazoo series. Funded by the Kalamazoo Community Foundation.

Kalamazoo, MI - Emily Olivares was recently appointed Associate Director of Small Business and Community Impact at United Way of South Central Michigan (UWSCMI), a role that not only recognizes her professional trajectory but also reflects her deep commitment to the community she belongs to. Born and raised in Kalamazoo, Michigan, Emily represents a new generation of Latinx leaders who are shaping the future through a strong connection to their roots and a determination to transform the realities of those historically marginalized.

Emily’s story is also the story of many families in Kalamazoo. She grew up as the youngest of four sisters in a multiracial household—daughter of a Mexican father and an Anglo-American mother. Her father worked at Graphic Packaging and her mother served in the food services department of Kalamazoo Public Schools. As a working-class family, they faced the everyday challenges common in many Latinx communities. Fortunately, Emily and her sisters were able to benefit from the Kalamazoo Promise program, which allowed them to pursue college without incurring debt. Emily earned her degree in Travel and Tourism with a minor in Spanish from Western Michigan University and later launched two small businesses: one in property management and another as an independent consultant in the nonprofit sector.

Rediscovering Her Roots: A Path Between Two Worlds

Although Emily grew up in a family with Mexican heritage, fully embracing her identity was a long and painful journey. “Being multiracial made me feel like I didn’t belong anywhere. I was called ‘güera’ and told I didn’t belong to the Latinx world, but I was also not fully accepted in white spaces,” she recalls. It wasn’t until age 25, when she joined the leadership group Empowering Latina Leaders for Advocates for Success (ELLAS), that she began to feel at home with her heritage and take pride in it.

One of the most defining moments in that process came during the final days of her paternal grandmother’s life. Spanish was her grandmother’s native language, but when her children—including Emily’s father—attended Kalamazoo Public Schools, they were prohibited from speaking Spanish. “The school district told my grandmother not to teach them Spanish. They were even physically punished for speaking it,” Emily says with sorrow. On her deathbed, her grandmother could only communicate in Spanish. During one of those final visits, Emily was the only one present who could understand and translate her words. “That moment marked me deeply. It showed me how racist policies don’t just harm people in life—they rob them of dignity in death,” she says firmly. “Ten years later, that experience stays with me in every boardroom, in every meeting. It gives me the strength to speak up when necessary.”

Since then, Emily has been committed to preserving the memory of her family and community. She has learned to ask elders questions, to document their stories, and to keep alive a history that might otherwise be lost.

From Apprentice to Change Agent

Emily’s first job after graduating was at Aldevra LLC, a company owned by a disabled African American veteran. As their first full-time employee, she worked closely with her boss, learning about government contracting and the racial barriers faced by minority-owned businesses. “It was a school of life,” she affirms. “I saw firsthand the titanic effort it takes to succeed as a person of color. That motivated me to work toward changing the ecosystem so that others wouldn’t have to go through the same.”

That commitment later took her to the Kalamazoo Community Foundation, where she served as the coordinator for the Truth, Racial Healing & Transformation (TRHT) program. There, she gained deeper insight into how different sectors—education, health, government, business—interconnect and how real change is only possible when it comes from the community and is driven in collaboration.

In June 2024, after a very difficult personal and professional period, Emily stepped away from her former role to focus on healing. She began freelancing, though lacking health insurance brought new challenges. That’s when a former supervisor shared a job opening at United Way of South Central Michigan. She applied and was hired as a part-time Small Business Coordinator with benefits. Seven months later, she was promoted to her current position as Associate Director.

Empowering Latinx Entrepreneurs

In her new role, Emily is closely observing the specific challenges faced by Latinx families and entrepreneurs in Kalamazoo. “I think of recent threats, like the agreement between the IRS and ICE to share the addresses of those who use an ITIN. That puts many in our community at risk,” she warns.

She also highlights economic barriers. “In 2023, 36% of new businesses in the United States were started by Latinx individuals, but our entrepreneurs are approved for loans 15% less often than white business owners. The numbers don’t lie—there is structural inequity,” she says.

At UWSCMI, Emily is advocating for creative and safer strategies to support these entrepreneurs. “We want to diversify our funding sources to reduce application burdens, expand impact, and better serve our community.”

A Message to the Next Generation

To young Latinx individuals dreaming of entrepreneurship or leadership, Emily offers a powerful message: “Take the risk. It won’t be easy. People will tell you not to do it. Do it anyway. If you’re Black or Brown, you’ll face racism. If you’re a woman, you’ll also face sexism. But your vision matters, even if no one else sees it.”

She’s lived this advice. When she tried to buy her first property, the first bank dismissed her and failed to process her application. “They said I was too emotional and didn’t know what I was doing.” But she persisted. Another bank believed in her. And at 28, Emily became the sole owner of her home and business. “Today, amid a housing crisis, I’m able to provide safe and affordable housing to another family.”

Healing, Remembering, Moving Forward

Emily doesn’t see her new role as a personal achievement, but as a collective responsibility. Her calling is to heal, to preserve memory, and to open new paths. She believes that every space she enters—be it a meeting, a conference, or a casual conversation—can be a seed for change if planted with intention.

“My purpose is to help heal our community, wherever I happen to be,” she concludes with humility and resolve.

For more information on the programs offered by United Way of South Central Michigan or to access resources for entrepreneurs, visit uwscmi.org or follow them on social media.