RC Blog for Hispanic Heritage Month 2024
Latina Business Owners
By Rebecca Contreras – CEO and Co-Founder of AvantGarde LLC
As we celebrate Hispanic Heritage Month, it’s important to shine a spotlight on the remarkable contributions of Latina business owners. Our community has always been a force of resilience, creativity, and entrepreneurial spirit. Today, more than ever, Latina entrepreneurs are shaping the future of the U.S. economy, leading with intention, and creating a legacy of impact that extends far beyond business.
Latina business owners are not just surviving in today’s challenging economic climate—they’re thriving. In an era defined by uncertainty, we have shown that resilience is in our DNA. We are making intentional choices to push through obstacles, stretch beyond our comfort zones, and continue executing our goals despite the odds.
Research shows that Latina entrepreneurs are starting businesses at an unprecedented rate. In Texas, where nearly 40% of the population identifies as Hispanic, Latina-owned businesses are a driving force in the state’s vibrant economy. Texas is home to over 1.1 million Hispanic-owned businesses, generating more than $100 billion annually, with Latina entrepreneurs leading much of this growth. This reflects a community that is not just responding to the market but is actively shaping it with vision and tenacity.
Latina women have long been the backbone of their families and communities, and this same strength is evident in their approach to business. Our resilience, however, is not just about enduring challenges—it’s about using those challenges as catalysts for change and innovation to create opportunities to transform the generational cycle and future for our families! I am honored to have been able to do that through my own entrepreneurial journey and I could not have done it just working for someone else. I recently talked about this journey and charge in my podcast with JR Gonzales at the Latino Business Report; you can listen to the 100th episode of JRs podcast and my guest appearance HERE.
In 2023, we saw a significant rise in Latina entrepreneurs reengineering their careers and embracing new opportunities. This shift is not just a reaction to the changing economy; it’s a deliberate strategy to harness our power and position ourselves for success. Whether it’s navigating new markets or adopting new technologies, Latina business owners in Texas are leading with intention and making bold moves to secure their futures.
The impact of Latina entrepreneurs on the Texas economy is undeniable. According to recent data, Texas ranks as the #1 state for Hispanic entrepreneurship, with Latina-owned businesses growing at more than twice the rate of other demographic groups. The state’s supportive business environment, combined with the entrepreneurial spirit of its Latina leaders, is creating lasting economic change.
Despite the challenges, Latina business owners continue to break barriers and redefine success. In April 2024, Forbes described Latina entrepreneurs as "unstoppable," highlighting how we are not just participating in the market but are leading it. Latina women bring unique perspectives, extraordinary talent, and unyielding grit to the table, making us indispensable in today's business landscape.
Recently, I was invited by Bessy Martinez to speak at The Latina Foundation’s “Jefas on the Move” event. The foundation’s mission is to empower future entrepreneurs and leaders, so I shared some keys to success from my own background and experience as the first Latina business owner in my family:
The Right People: Build a network of allies who align with your vision and goals. Surround yourself with smart, reliable, and supportive individuals.
The Right Strategy: Ensure your business strategy includes a clear market differentiator. Stand out by highlighting what makes you and your business unique.
The Right Network: Cultivate a network that not only supports but also challenges you to grow. The right connections can open doors to new opportunities.
The Right Resolve: Stay the course, even when times get tough. Perseverance is what sets successful entrepreneurs apart from the rest.
The Right Passion: Love what you do, and let that passion drive your success. If you lose that passion, it’s time to reassess and realign with what truly excites you.
As we celebrate Hispanic Heritage Month, let us honor the extraordinary contributions of Latina business owners in Texas and beyond. We are more than just entrepreneurs—we are leaders, innovators, and change-makers. Our journey is not just about building businesses; it’s about building a future where our communities thrive.
The time is now to embrace our power, lead with intention, and continue to make an indelible mark on the world. Together, we are unstoppable.
To stay in touch, be sure to subscribe to www.rebeccacontreras.com or find Rebecca on social media through Facebook, LinkedIn, and Instagram.
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