Latina-owned businesses in Northeast Ohio are keeping their culture alive

CUYAHOGA COUNTY, Ohio – Owning a business is a big commitment. Owning a business as a Latina – is described as a step forward.

Lizandra Gonzalez owns Vital Pilates in Lakewood. The store has been open for about a month.

“I knew I wanted to open a Pilates studio, but I didn’t want to stop there. [I wanted to] Give people more wellness options than just coming in for a workout by offering different wellness products, different wellness snacks and drinks,” Gonzalez explained. “It’s been a crazy rollercoaster ride, but in the best possible way, and we’ve met so many different people.”

Gonzalez said she never thought owning her own business was possible, “especially given my background.”

“I have decided to do it. I come from a family of strong Latina women and I’ve worked really hard at it. And now I’m here with my own body studio and it just shows the hard work and dedication,” she added.

Gonzalez is originally from New Jersey, but her roots extend south.

She has a Puerto Rican background and says she even lived in Puerto Rico for a few years.

“Representation is so important to me. The idea that I could be a part of it [the] “Representing to the Latino community that it is possible to be an entrepreneur means a lot to me,” Gonzalez said.

From the architecture to the products for sale to the bathroom wall, Vital Pilates is designed to have subtle references to Hispanic culture.

“There is so much beauty in Latina culture. It’s important to me to see it in a light where they can experience that beauty,” Gonzalez noted. “It symbolizes my family, my ancestry, my blood, my roots, where I come from. Being able to celebrate that and take the time because we always get lost in the hustle and bustle of everyday life, but taking the time to step back, acknowledge my culture and be proud of where I come from, that means everything. ”

Noelia Royster reflects the same. She owns a mobile spray tanning business called Noelia’s Mobile Spray Tans.

Royster has owned her company since 2019.

She first tanned in bed and then saw a commercial about a mobile spray tan company. After getting a tan, she thought she could do the same for others, and that’s how the idea for her business came about.

“Society needs to know: firstly, we are here and secondly, we belong here.” We can be part of any company and any type of business, be it in the beauty industry or on television. No matter what it is, we can be part of this community and have something to share,” Royster explained. “I love Cleveland and I love being part of the Latino community. I’m very proud of that. And I love being able to bring something new to the community.”

Royster was born and raised in Cleveland. Her parents met on the east side of Cleveland.

“Both my parents are from Puerto Rico. Growing up in the community I grew up in was very diverse. I feel very blessed to have been able to grow up in the neighborhood that I grew up in. I am very proud that my parents taught us to be proud of who we are. We have a rich culture full of good history. We have contributed to this country and we are just very proud people,” Royster said.

Royster incorporates Hispanic culture into her business by using two spray tan solutions curated by Latinas.

“If you’re someone who needs a spray tan but doesn’t want all the chemicals that come with it, this is perfect,” she explained.

The spray tan from this solution will then develop 24 to 48 hours later.

Royster said being a business owner and supporting other Latino businesses epitomizes Hispanic Heritage Month.

“Me, [Hispanic Heritage Month] means family. It means being proud and part of the American community. We are here and we belong here and I feel like celebrating Hispanic History Month doesn’t just mean going out and eating certain foods. It’s really about learning and taking the time to learn our history and learn that we have contributed and done a lot to this country,” Royster said.

Both Royster and Gonzalez said owning a business is possible, especially as a Latina.

“I would like to see more Latino business owners. If there is any doubt that they can do something like this or start their own business, remove those doubts. Be proud of where you come from. Actually use that as fuel to keep moving forward,” Gonzalez said.

Hispanic Heritage Month runs through October 15th.