Latino Nonprofits Launch Stores to Empower Entrepreneurs

Latino nonprofits are increasingly establishing their own brick-and-mortar stores to provide crucial support for entrepreneurs within their communities. These initiatives aim to offer not only shelf space for goods but also vital advice, resources, and connections to a wider audience, acting as incubators in challenging economic and political climates.

Mission Lotería, a nonprofit that has spent seven years promoting local businesses in San Francisco's predominantly Latino Mission District, recently opened its own storefront. Beyond hosting events like taco tours, the space allows Latino entrepreneurs and artists to sell their products. Founder Luis Quiroz expressed some anxiety about meeting sales targets in a high-cost city but remains optimistic about the impact. "High risk, high reward," Quiroz said, noting the positive reception from the community.

Yesi Chavez, whose greeting cards and merchandise are sold at Mission Lotería, highlighted the sense of community support. "I feel like Latinos, as far as I’ve seen, they really come together and try to support their own," Chavez said. She also pointed out the particular support for Latina women.

In Phoenix, Amor Collective, a shop featuring merchandise made by Latinas, relocated to a downtown location after operating in the suburbs. Founder Stephanie Vasquez, who also established the nonprofit Empowering Latina Leaders in Arizona (ELLA), saw the need for a more central presence. "An incubator space for business owners to come together, mitigate risk—so now their risk is so low that they're able to be bold and they're able to really play in their businesses," Vasquez explained.

Amor Collective hosts monthly meetings for its over 35 resident entrepreneurs, featuring guest speakers on topics like public relations and banking. Vasquez has made these sessions accessible via Zoom due to concerns some members have had regarding immigration enforcement impacting their families.

"It's very clear that coming together as a community is very necessary," Vasquez stated. "This 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."

Nationwide, the perception of the American dream among Latinos is mixed, with a significant portion believing it is out of reach or nonexistent, according to Pew Research. To counter this, some cities are offering grants and resources for Latino businesses. Mission Lotería received a $50,000 storefront opportunity grant from the city, which Quiroz said was instrumental in their rebuilds.

The North Central Massachusetts Chamber of Commerce launched the Latino Initiative for Development of Entrepreneurship and Resources (LIDER) in July. This initiative provides networking and educational opportunities, addressing an "access gap" for Latino-run businesses. Chamber president and CEO Roy Nascimento noted that Latinos are starting businesses at three times the rate of the general population.

Both Mission Lotería and Amor Collective plan to expand their offerings. Vasquez envisions Amor Collective as a versatile event space, while Quiroz intends to create content to share entrepreneurs' stories through social media and a podcast. Mission Lotería is building a podcast room in its new space.

"People can really hear the stories of these business owners and their journey," Quiroz said. "Anytime I get a chance to speak to them, their stories are so fascinating."