Beauty business owner shares story for Hispanic Heritage Month
New City entrepreneur says faith, perseverance helped her build a successful beauty business.
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A Latina business owner in Rockland County is sharing her story of perseverance, entrepreneurship and faith in honor of Hispanic Heritage Month.
Rayraliz Fuentes, owner of Liz's Beauty in New City, says her journey into the beauty industry was motivated by her three children.
"I wanted to show my kids what perseverance looks like. I wanted to show them that we could do it," Fuentes said.
The former pharmacy technician from Pomona began her business journey eight years ago. She started small in New York City before eventually opening Liz's Beauty in New City a few years ago.
"I was blessed. I rented the room in the back of someone's shop and from that room I just started going. Like word of mouth," Fuentes said.
Fuentes' story of new beginnings began when she came to the United States from the Dominican Republic with her family at age 12.
She credits her success to her faith.
"It doesn't matter that we weren't born here. But we could still make it," she said.
Her story comes as Hispanic-owned businesses continue to be underrepresented in New York.
A 2024 report from the New York State Comptroller's Office found that Hispanic-owned businesses make up 5.9% of businesses, a share that falls below the Hispanic share of the state's population, which is 19.5%.
Francine Meyreles, of the Latina Business Network of New York, says many Latina entrepreneurs are starting businesses to create opportunities for future generations.
"Statistics show that there is many women that are opening their business because they see that as a way to create generational wealth for their families," Meyreles said.
Meyreles is encouraging Latinas to continue supporting one another's businesses during Hispanic Heritage Month and take advantage of resources available through the SBA and local colleges.
"To be an entrepreneur is difficult, right? So the challenges are there, but the reward is much bigger," she said.
