Hispanic Heritage Month is a time to celebrate culture and the incredible contributions of the Latino community. It’s also a great reminder of what really helps businesses grow: community.
For many Latino entrepreneurs, building a successful business goes far beyond sales or strategy. It’s about relationships, shared values and leaning on the people around you for support, guidance and inspiration. Two Latina business owners—Kathy Cano-Murillo of CraftyChica® and Cynthia Simental, founder of Ana’s Authentic Cleaning AZ—shared how building strong community ties has shaped their journeys.
Creating Impact Through Culture and Creativity
Kathy Cano-Murillo, a third-generation Mexican-American artist, author and creative entrepreneur, has built a nationally recognized brand rooted in positivity and culture. “The craft industry is $43 billion strong, yet we have very little representation for our Latine culture,” she said. “Rather than complain, I took action and created CraftyChica.com to share Latinocentric craft tutorials and creative ideas.”
For over 25 years, her community—both online and offline—has been the fuel behind her mission. From fellow creatives to Chicana entrepreneurs and local supporters in Phoenix, Kathy credits her many intersecting communities with keeping her inspired and grounded. “What I love about community is no matter what the challenge, there is always someone to offer great advice, or even just good vibes,” she said. “That kind of energy fuels my spirit.”
Kathy’s business showcases the kind of creative ingenuity that modern entrepreneurs can aspire to. With standout craft ideas like her signature “junk journals,” she brings personality to every detail, transforming everyday items like round mailing labels into vibrant, handmade stickers using markers, stamps, glitter pens and whatever else sparks joy. Her approach isn’t just artistic, it’s resourceful and intentional.
Beyond the craft table, Kathy has built a strong digital presence, generating revenue through ecommerce, workshops and affiliate strategies behind the scenes. But what truly sets her apart is the subtlety of her tactics and the strength of her community. Her clear point of view and cultural authenticity create a lasting connection, turning customers into collaborators and followers into a loyal community.
Resilience Through Relationships
Cynthia Simental, Founder of Ana’s Authentic Cleaning AZ
For Cynthia, starting her cleaning business in 2020 was deeply personal. She started it as a way to support her family and, one day, retire her mom. While growing her business hasn’t always been easy, she’s leaned on her community to help her push through. “Programs through the Arizona Hispanic Chamber and ASU’s Edson E+I Institute really helped me step out of my comfort zone,” she said. “They’ve helped me see things I hadn’t even considered and gave me the confidence to keep going.”
Recently, when facing the loss of long-standing clients, Cynthia found herself questioning her path. But with encouragement from mentors and support networks, she shifted her mindset. “These moments, the ones that feel like setbacks, are often where we grow the most,” she said. Her story is a reminder that the road to success is rarely smooth, but leaning on others can help turn obstacles into opportunities.
Culture at the Heart of Connection
When it comes to building a business, both Kathy and Cynthia agree that showing up, staying authentic and leaning into cultural values are key to building real community.
“Don’t be afraid to tell your story,” Cynthia shared. “Some of the best relationships I’ve built started just by being present.” Kathy added, “Make people feel appreciated. Thank them for showing up. It’s the little things that build real community.”
For both women, their roots play a big role in how they connect with others—through respect, kindness, hard work and a deep sense of family. These values aren’t just part of who they are. They’re woven into how they run their businesses. Whether it’s through language, cultural traditions or simply being there for others, Kathy and Cynthia have built stronger businesses by staying grounded in community.
A Shared Journey Toward Success
At its core, Hispanic Heritage Month is a celebration of culture, and it’s a celebration of connection. Entrepreneurs like Kathy and Cynthia show us that community isn’t just a nice bonus—it’s the foundation of lasting success. It grounds us, helps us grow and reminds us we’re never alone in our journey.
Both women encourage fellow Latino entrepreneurs to embrace their roots and actively build meaningful ties. “Show up and be open,” Cynthia advises. Kathy echoes this sentiment: “Meet people where they’re at and make them feel seen. We could not be here, doing all of this, if it were not for our beloved communities.”
Their stories are a powerful reminder that in both business and life, success isn’t just about what you achieve. It’s about who you bring along with you.
Building Communities That Connect and Last
Building community is good for people and it’s transformative for business. At its core, community means caring deeply about your customers, understanding their needs and creating spaces where they feel seen and supported. That care comes back as loyalty, which is often more valuable than short-term profits.
Cultivating online communities, especially through social media, is essential today. It’s about creating virtual spaces where people with shared interests, identities or aspirations can connect, collaborate and uplift one another. These communities can be rooted in culture, welcoming anyone who resonates with the values, or centered around niche passions that spark deep engagement.
When business owners offer meaningful content, resources and opportunities for connection, they become more than brands. They create a sense of belonging that builds genuine loyalty.
This Hispanic Heritage Month, we celebrate the vibrant cultures and communities that continue to shape our world. If you’re ready to connect with an inclusive network of entrepreneurs and changemakers, join us at one of our upcoming events—we’d love to welcome you.
