Latina Entrepreneurs as Risk Takers

Latina entrepreneur


 Cultural DNA and Hispanic Branding

This applies to the many Hispanic entrepreneurs she comes across as a leader/participant in the many programs she’s involved with. She sees them as the future, laying the groundwork for further generations, something she credits to their cultural DNA. Like her, many of them come from humble backgrounds but have a spark passed down to them from their parents, grandparents and other family members, as well as their larger communities.

“You might live in a small town and your father has a business, and then you either become part of that business or you launch something based on the needs of the community. There’s a risk-taking aspect to this, just as there are with immigrants. If you’re willing to leave whatever country you come from behind to come here and start over, you likely have the key characteristics of any entrepreneur. You have to be a risk taker,” she emphasizes.

She also notes that Hispanic women have a cultural brand of sorts, passed down through the generations. Unfortunately, many Latinas don’t recognize this until people such as Hernandez point it out to them—and how this brand can benefit them.

“Family and relationship building is very important, and that’s part of our brand. We’re loyal, and again, that’s part of our brand. We tend to be grounded in our values, and that’s also part of our brand. When I point that out, that’s when the light bulb goes on. It’s like ‘Oh, so you mean things that I do on a day-to-day basis and take for granted are valued by big corporations and clients?’ I say, ‘Yes. You’re your best asset,’” Hernandez remarks.

Insight and Involvement

Given her insight into and active involvement in the Hispanic community, it’s hardly surprising Hernandez was nominated to become one of 12 recipients of this year's “Hispanic Women of Distinction in South Florida” award. But that’s just the icing on the cake.

The real distinction comes from knowing she’s helping others to take advantage of everything they are to become the best they can be, “whether it’s an entrepreneur or a Fortune 500 executive,” she notes. “I’m personally rewarded and inspired by the Latina professionals, students and entrepreneurs who have the capacity to reach their fullest potential and shape the world of tomorrow.”

Related articles:

Latina Entrepreneur LuLu Gets Her Just Desserts

Hispanic Roots and Designs on Chocolate

Chef LaLa’s the Consummate Hispanic Businesswoman

Latina Entrepreneurs Growing and Powerful



About the author

Jim Utsler

Jim Utsler is an award-winning author, writer and all-around word guy. Jim has been in the publishing industry for nearly 30 years, with articles appearing in publications as diverse as PGA Magazine, Automotive News and IBM Systems Magazine. Armed with a creative-writing degree from the University of Michigan, he also writes fiction and recently released his new novel Pura Vida, into the wild. This mystery/thriller explores the jungles of both Detroit and Costa Rica, as well as those in the minds of its characters. Learn more about Pura Vida