September through November is the busiest time of year for Melissa Gallardo’s candle brand Valorosa.Hispanic Heritage Month is from Sept.
15 to Oct.15, and Dia de los Muertos — Day of the Dead — is traditionally celebrated on Nov.
1 and 2, so interest in Latino culture skyrockets during these months, as does the traffic to Gallardo’s site.With her candles encompassing nostalgic Latino scents like cafecito con leche, elote and lavender fabulosa, Gallardo’s mission is to celebrate Latino culture and put that representation on shelves.Latino-owned businesses are the fastest-growing segment of small businesses in the U.S., with over 5 million businesses owned by Latino/a entrepreneurs in the country, according to the Stanford Latino Entrepreneurship Initiative (SLEI).
Though Latino business owners have solidified their role as strong contributors to American economic activity, they face a string of unique challenges compared to white, non-Latino business owners.“On one hand, the awareness around multiculturalism in all aspects of life — fashion, culture and food — is higher than ever,” says Maritza Abreu, founder and CEO of food brand Pisqueya.On the other hand, the enthusiasm for Latino culture hasn’t quite translated to more representation in other key markets, she says.
That, paired with the lack of access to capital and difficulties staying true to core cultural values while maintaining a strong presence against larger competitors, makes being a Latino business owner both gratifying and challenging, says Abreu.Receiving support from shoppers is what allows Latino-owned businesses to continue thriving, and despite Hispanic Heritage Month amplifying these entrepreneurs’ voices, it shouldn’t just be one month out of the year, says Gallardo.“The contributions of the Hispanic and Latino community need to be celebrated year-round.
I’m a business that celebrates Latinidad year-round,” she says.I connected with over 100 Latino-owned busine...