Two Latina Entrepreneurs Building a Dream

Sacramento small businesses were among many impacted by a pandemic that not only was a threat to our health, but also to many entrepreneurs trying to keep their dreams alive. Gaby Martin and Soledad Mendez were among the many who lost their jobs when beauty salons were forced to close. A service that the CDC said was not essential and could contribute to the spread of the COVID-19 virus.

“There were many days of uncertainty. Right before all locations had to close, I was looking to expand and find a location downtown, an area that had been my dream to live and work,” said Martin. “The pandemic hit and everything had to be put on hold. I didn’t stop looking. I was determined to find the right place.”

Gaby Martin started the life hustle when she was a teen in her hometown of Puruandiro, Michoacan. It was almost 20 years ago that she started working with hair, a simple job that eventually became her passion and today a dream come true – the Gabello Salon.

As we dig deep into the impact of the pandemic and how Hispanics have fared during the global crisis, we know that over the last decade, the number of Latino business owners has grown by 34%, compared to 1% for all business owners in the United States, according to the Stanford Latino Entrepreneurship Initiative. Now, those same businesses — along with those owned by African Americans — are struggling to survive the coronavirus pandemic and face great challenges.

Soledad Mendez, a beauty specialist with 12 years of experience, joined Gaby in the journey for a new location. Their goal is to create a new salon that will serve clients at their ideal location – downtown Sacramento. The Golden One Center and many restaurants and bars are only steps away from 715 Merchant St., the location of their new salon.

“More than 1,500 Sacramento businesses had to shut down in 2020 due to the COVID-19 pandemic, causing many people to lose their jobs and source of income,” said Cathy Rodriguez Aguirre, President and CEO of the Sacramento Hispanic Chamber of Commerce. During the ribbon-cutting ceremony for Gabello Salon, Rodriguez Aguirre explained how Mendez and Martin are just two examples of the many who had to face the reality of losing their jobs.

Mendez takes pride in the friendship she built with Martin, the same relationship that was key to the success of their partnership for their new project.

“We started working together 10-years ago. Our friendship has grown with time, and this was a perfect opportunity to bring her experience in the industry and my business knowledge together to bring clients a very unique experience,” she said.

The women’s passion for their craft and determination to be part of Sacramento's economic engine is a prime representation of the difference, opportunity, and ripple effect that investment can create for our small businesses and our regional economy.

“The Sacramento Hispanic Chamber of Commerce was very helpful, teaching us how to properly develop a business plan that will get us off to a strong start,” Martin said. “By combining our ideas with the Chamber’s guidance helped us build a strong foundation. It is very comforting to know that we have their support as we continue to learn and grow.”

Martin is a graduate of Emprende Sacramento, a program of the Juntos Sacramento that shares resources for COVID technical assistance. The program was funded through a grant of the City of Sacramento's Coronavirus Aid, Relief and Economic Security Act (CARES).

“If we can't work together, we are not going to go anywhere. We are stronger together, Vamos Sacramento!”

That was the message from Councilmember Eric Guerra (District 6). Guerra was key in securing funds that allow the Sacramento Hispanic Chamber to bring services and programs to small business owners.

Emprende is a 10-week program designed for early-stage businesses or businesses with revenue under $1 million to assist with core business concepts and practices. Each session guides businesses through important business principles such as market research, budgeting, digital marketing, and financial planning.

Emprende’s next cohort will begin on Sept. 13 and the Sacramento Hispanic Chamber of Commerce will host an information session on Sept. 1. Sign up today http://tinyurl.com/6uumrsj9 and visit www.sachcc.org for more information.