Latina Entrepreneurs

Rising Together Across D.C., Virginia and Maryland

By Gloria Romano-Barrera 

In the DMV area, a quiet but powerful movement is reshaping the economic landscape and cultural identity. Latina entrepreneurs, once underrecognized and under-resourced, are emerging as some of the region’s most dynamic builders of business, community, and opportunity. Their ventures, rooted in resilience, culture, and family, are not only growing in number but in influence.  

Valery Maya,

Owner, Eve & Abi Catering, a proud immigrant entrepreneur serving clients across the DMV

Valery Maya, owner, Eve & Abi Catering, a proud immigrant entrepreneur serving clients across the DMV; Maria Llanos, Business Advisor & Liaison; Ana Maria Lopez Caldwell, CEO and leadership coach behind Dr. Ana María Consulting, and Nicole Quiroga, president and CEO, Greater Washington Hispanic Chamber of Commerce, stand at the forefront of this evolution.  

Ana Maria Lopez Caldwell

CEO and leadership coach behind Dr. Ana María Consulting

“Latina entrepreneurs are shaping the DMV’s economy and culture in powerful ways,” shares Lopez Caldwell. “In my work, it has been truly beautiful to witness Latinas not only launching businesses but transforming entire sectors: financial planning, mental health, food and beverage, event production, research, design, leadership development, and more. Their work is expanding what leadership looks like in this region and strengthening the fabric of our local ecosystem.”  

Ask any Latina business owner why she started her business, and the answer usually begins with family—and grows into something much larger.  

“I believe Latina entrepreneurs bring both economic strength and cultural depth to Virginia,” shares Maya. “We bring creativity, work ethic, and resourcefulness, and we often enter business with a strong desire to build something that supports our families and our communities. While many Latina entrepreneurs begin with limited formal business knowledge, we bring powerful ideas and the determination to make them real. The biggest obstacle is not talent, it’s access to information, resources, and the right networks. When those barriers are removed, our impact multiplies.”  

Business advisor Llanos agrees. “From my perspective as a business advisor, Latina entrepreneurs are making a powerful and lasting impact on Virginia’s economy and culture,” shares Llanos. “Their businesses are engines of growth, generating jobs, revitalizing neighborhoods, and bringing fresh ideas into every sector.”  

From food to consulting, from logistics to beauty, Latina-led enterprises often become more than storefronts. They become gathering spaces, cultural bridges, and support hubs, places where customers feel valued and where other aspiring entrepreneurs find inspiration.  

“Beyond dollars and jobs, Latina entrepreneurs are reshaping the cultural landscape,” shares Lopez Caldwell. “They bring multilingual and multicultural leadership into spaces where it hasn’t historically existed; they expand access to culturally responsive services; and they serve as visible role models for the next generation. Their success drives innovation and ensures that the DMV’s economic growth reflects the diversity of the communities it serves.”  

Quiroga agrees and believes that economically speaking, Latina entrepreneurs contribute to tax revenue and local economic circulation by generating sales tax as well as property tax, payroll tax and local licensing fees. “PLUS...Latina entrepreneurs tend to spend locally (suppliers, printing, banking), helping money circulate within Virginia’s regional economies,” she shares.  

Over the past decade, the DMV area has seen a remarkable increase in Latina-owned businesses. While traditional sectors remain strong, representation is widening.  

“The ideas and potential are already there,” shares Maya, who has spent 13 years in the DMV area. “Now we are seeing more women turn those ideas into registered, operational businesses.”  

Llanos adds that this shift reflects a growing confidence among Latinas to take their place in every business sector.  

“Over time, my work has grown beyond what I first imagined,” she shares. “What began as one-on-one advising has evolved into workshops, partnerships, and community initiatives that reach entrepreneurs across Virginia and beyond. Seeing clients gain confidence, formalize their businesses, and become leaders in their own right has been the most rewarding part.”  

Starting from entry-level food service roles, Vaya learned every detail of customer service—often while making deliveries herself. Today, she shares that her business is rooted in family and gratitude.  

“I built this business from the ground up,” she states. “Today, my company is trusted by major firms and agencies that rely on us not only for quality food, but for our integrity, reliability, and genuine service. I believe my greatest impact has been building long-term trust both with clients and within my team. I’ve always believed that if I am earning well, the people who work with me should earn well too. That philosophy has allowed me to retain loyal staff, deliver consistent service, and create opportunities for other immigrants and Latinas seeking upward mobility. Because when one of us rises, we all rise together.”  

This mindset has helped her build a loyal team, create opportunities for immigrants and Latinas, and ensure that her business uplifts everyone involved.  

Behind the scenes, she continues navigating a post-pandemic industry where rent and operating costs have skyrocketed.  

“Nationally, Latinas are one of the fastest-growing groups of entrepreneurs in the country; Latina-owned businesses have grown by more than 80 percent in the last decade and contribute billions to the economy,” shares Lopez Caldwell. “Those numbers tell a story of economic power, innovation, and resilience. The DMV reflects that same story. Latina-led businesses here are creating jobs, building culturally grounded services, and reinvesting directly into the community. I am proud to be part of that momentum and to contribute to a region as dynamic and diverse as the women who fuel it.”  

They all agree that more Latinas are becoming entrepreneurs than ever before. They’re not only entering traditional sectors, they’re moving into emerging and professional fields that were once less accessible.  

“This new wave of Latina entrepreneurship reflects confidence, leadership, and a redefinition of what success looks like one that blends purpose, culture, and community impact,” Llanos says.  

Advice for Latina Entrepreneurs  

1. Do not let fear stop you.  

You are capable—even in a new country, even without connections.  

2. Invest in knowledge.  

Learn the system. Take courses. Seek mentors. Growth requires strategy.  

3. Build community and collaborate.  

Your business does not need to grow in isolation.  

4. Lead with purpose, not ego.  

A business thrives when it becomes a source of opportunity for others.  

5. Think bigger.  

Use technology, expand your network, and compete in the broader market.  

“Success isn’t only measured by income, but by impact,” Llanos shares. “As Latina entrepreneurs, we have the power to open doors for others, strengthen our communities, and redefine what leadership looks like in Virginia. Find support, you don’t have to do it alone!”  

Quiroga advises entrepreneurs to ensure that financials are in order. She believes it is critical to work on the business, strategy for future growth, understanding your finances, securing access to capital and planning for financially challenging times, then it is to work IN the business (serving food, cooking, cleaning, etc).  

“Increase your network by marketing and promoting your business through community events, Chamber events, and other events that allow connection to other business owners like yourself,” she shares. “You are never alone.”