Hispanic Heritage Month<\/a>. It’s been a brand boost as store shoppers recognize her merchandise when she sells at pop-ups. It’s also special to Chavez, who works full-time as a hotel events administrator, to display alongside other Latinos.<\/p>\n\u201cI feel like Latinos, as far as I\u2019ve seen, they really come together and try to support their own and try to make sure that, especially, Latina women are well supported,\u201d Chavez said.<\/p>\n
Amor Collective, where you can find fun merch, made entirely by Latinas, like concha bread earrings or D\u00eda de Muertos (Day of the Dead) candles, opened in August in downtown Phoenix after quietly operating in the suburbs. Founder Stephanie Vasquez made the bold relocation move despite it meaning higher rent. A space next door to her coffeehouse became available and the shop, in Vasquez’s opinion, deserved to be in the bustling downtown. <\/p>\n
The grand opening \u201cwas emotional,\u201d Vasquez said. \u201cI will say that the Latino community truly supports us.\u201d<\/p>\n
A decade ago, Vasquez established a nonprofit, Empowering Latina Leaders in Arizona or ELLA (Spanish for \u201cher.\u201d). She created it after seeing how underpaid Latinas remain. In fact, Hispanic female full-time workers make 79% of the median earnings their white counterparts earn, making them the lowest earning by race and gender, according to a July quarterly earnings report from the U.S. Bureau of Labor Statistics. <\/p>\n
She started monthly pop-up markets for Latina entrepreneurs. A permanent storefront seemed like a natural next step, so she opened Amor Collective four years ago in the Phoenix suburb of Peoria.<\/p>\n
\u201cAn incubator space for business owners to come together, mitigate risk \u2014 so now their risk is so low that they’re able to be bold and they’re able to really play in their businesses,\u201d she said. <\/p>\n
Over 35 entrepreneurs have signed a one-year lease with Amor. They are invited to monthly meetings where Vasquez arranges for guest speakers on topics like public relations and banking. A few members have been afraid to come because they’ve had family detained by Immigration and Customs Enforcement. So Vasquez made them Zoom-friendly, too. <\/p>\n
\u201cIt’s very clear that coming together as a community is very necessary,\u201d Vasquez said. \u201cThis is where I think it’s important for the consumer, whether you have the privilege of not being afraid to come out, then to come to spaces like this and support communities that might be in need.\u201d<\/p>\n
The current mood of Latinos nationwide is divided when it comes to achieving the American dream. Nearly one-fifth of Latino adults say it is out of reach for them, according to Pew Research. Nearly 3 in 10, or 27%, believe the American dream doesn\u2019t exist altogether. <\/p>\n
Outside of advocacy groups, more cities are acknowledging the potential of Latino businesses with resources like grants. Quiroz asserts Mission Loter\u00eda \u2014 the name is a nod to a Mexican card game \u2014 would not have opened had the team not pitched their vision to a panel overseeing the city’s storefront opportunity grants. <\/p>\n
\u201cI think just with the investments that we brought to the community, to the neighborhood, it felt like a good fit for both parties,\u201d Quiroz said. \u201cWe ended up receiving the grant award for $50,000. That went really quick with our rebuilds.\u201d<\/p>\n
The North Central Massachusetts Chamber of Commerce, which represents over 25 cities and rural communities 50 miles (80 kilometers) west of Boston, launched the Latino Initiative for Development of Entrepreneurship and Resources in July. LIDER, the Spanish word for \u201cleader,\u201d affords Latino-run businesses networking and educational opportunities to make up for \u201can access gap.\u201d Some events and materials are in Spanish.<\/p>\n
\u201cWe’ve seen for many years now a growing trend of businesses that are being formed or led by Latinos here in the region,\u201d said Chamber president and CEO Roy Nascimento. \u201cLatinos are starting businesses at three times the rate of the general population.\u201d<\/p>\n
The Chamber has not gotten any negative feedback for this initiative or for being seen as pro DEI \u2014 diversity, equity and inclusion.<\/p>\n
\u201cChambers of commerce by their very nature are very inclusive,\u201d Nascimento said. \u201cOur mission is to advance the economy of North Central Massachusetts.\u201d<\/p>\n
Amor Collective will strive to be an event space beyond just meetings and workshops. A nook with tables, chairs and a television screen will also be where they have craft classes. DJs have started spinning tunes on Sundays.<\/p>\n
\u201cI’d love to have venue spaces. Like everything our community needs, I’d love to be a one-stop shop to do that,\u201d Vasquez said. <\/p>\n
For Quiroz, who was undocumented as an infant and carries proof of his legal permanent status, he wants Mission Loter\u00eda to feel welcoming for Latino and Hispanic people whether they were born in the U.S. or somewhere else. <\/p>\n
Future plans include creating content to introduce entrepreneurs via social media, YouTube and a podcast. The ongoing construction inside includes carving out a podcast room in the back. <\/p>\n
\u201cPeople can really hear the stories of these business owners and their journey,\u201d Quiroz said. \u201cAnytime I get a chance to speak to them, their stories are so fascinating.\u201d<\/p>\n<\/div>\n
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