Austin, TX
A Hub For Successful Innovators
By Christine Bolaños
Austin is known as the live music capital of the world and a top tech metro. But it’s also the fifth-largest metro in the country for new businesses per capita. The Austin Latino community has opened new businesses at a rate exceeding the national rate of five million annually since 2020. Central to this growth are Latina creatives and innovators such as Bessy Martinez, CEO and founder, the Latina Foundation; Laura Ramos James, founder and Owner, Ramos James Law, PLLC; and Rebecca Contreras, founder and CEO, AvantGarde LLC, who have realized their business aspirations in Texas’ capital city. Business growth permeates a multitude of industries, including marketing, branding, and creative spaces; wellness and holistic healing spaces; beauty and lifestyle brands; education, coaching, and community-centered services; and product-based businesses rooted in culture, as well as media, tech-adjacent services, consulting, and leadership development spaces.
Bessy Martinez, CEO & Founder, the Latina Foundation
“Here in Austin, we’re still just scratching the surface of what’s possible when access to capital, mentorship, and visibility expands,” says Bessy Martinez, CEO & Founder, the Latina Foundation. The 501(c)(3) empowers Latina entrepreneurs and future leaders by providing access to culturally relevant education, funding, mentorship, and community support.
Latina business owners are making a profound cultural impact that goes beyond shaping the local economy. “Latina entrepreneurs are preserving identity, creating gathering spaces, introducing new cultural experiences, and ensuring
Austin remains a city with heart, not just growth,” Martinez says. The Latina Foundation, which has supported thousands of Latinas, was birthed from Martinez’s desire to create safe spaces for connection and has evolved into an ecosystem through programs like Jefas on the Move, Latina Day Weekend, and local community chapters.
“The biggest impact I see is confidence. Women launch businesses, ask for promotions, expand their networks, and feel less isolated. That ripple effect reaches families, communities, and ultimately, the local economy,” says Martinez.
Her inspiration comes from her immigrant roots and her experiences as a first-generation entrepreneur and community builder. “I understand firsthand how isolating entrepreneurship and leadership can feel without access to networks, mentorship, or culturally-relevant spaces. I wanted to create what I wished I had earlier: a hub where Latinas could find support, opportunity, visibility, and community,” she shares.
Laura Ramos Jones
Founder & Sole Owner, Ramos James Law, PLLC
Laura Ramos James is the founder and sole owner of Ramos James Law PLLC, an eight-figure personal injury law firm in Austin. “Beyond advocating for injured clients, the firm has created meaningful jobs, leadership opportunities for women, and a positive work culture where excellence and compassion co-exist,” she says.
Ramos James is proud to be among a robust cohort of Austin Latina business owners who not only shape the local economy but also shape neighborhoods, set new loud and bold standards for representation, and make Austin more reflective of the people who call it home.
“What stands out in Austin is that Latinas aren’t staying in traditionally expected lanes. We’re building companies, leading teams, and scaling businesses in spaces where we were historically underrepresented,” she says.
Ramos James Law LLC was born from a desire to build something ethical, high-performing, and human. “As an immigrant and Latina, I wanted to create a law firm that clients could trust and employees could grow within,” Ramos James says. “As a mother, I’m inspired daily to be a positive role model for my daughters and a source of pride for my family.”
“Since launching, RJL has grown beyond my original vision, not just in size or success, but in impact,” she says. “It’s become a platform for leadership, mentorship, and community involvement, which is incredibly meaningful to me.”
Rebecca Contreras
Founder & CEO, AvantGarde LLC
Rebecca Contreras is founder and CEO of AvantGarde LLC, a premier human capital consulting firm in Austin. She has spent the last 15 years building a people-first firm that includes more than 110 high-performing consultants. And she’s not alone.
“Entrepreneurship has never been more accessible for Latinas in Austin, and the runway for growth is only getting bigger,” Contreras says.
She credits her business success to a simple philosophy: “love our people, serve our clients exceptionally well, and cultivate deep, lasting relationships. That approach has generated remarkable loyalty, over 80 percent of our growth comes from repeat clients and referrals.”
In 2025, AvantGarde LLC launched a major strategic pivot to diversify its business, integrate AI into its operations, and strengthen its competitive edge.
In 2026, Contreras says the business is focusing on agility and smart pricing, positioning AG to win alongside industry giants. Contreras also leads a nonprofit with her husband called LaunchPad, which serves Austin youth. Through her signature initiative, Girls of Legacy Scholarship and Mentorship program, they have awarded more than $120,000 in scholarships to 16 young girls, more than half of whom are Latinas from Title I schools.
Contreras is bringing her best-selling memoir, Lost Girl, to the big screen as a major motion picture film. “I’m turning my journey from trauma and poverty to entrepreneurship and leadership into a major motion picture,” she shares. “My hope is that it inspires women, especially Latinas, to believe in the power of resilience, grit, and purpose.”