In 2002, when I was only 8 years old, my mother and I moved from our home country of Brazil to the United States of America and I began learning my second language.
All I had ever known up until this point in my life – from the lessons I learned in school to the interactions I had with friends and family – had been in Portuguese.
Learning English was hard, and I often felt like “half of myself” when I spoke it in those early days of learning.
Our first year in the states, I remember my grandmother coming to visit us for Christmas. When she asked me what I wanted as a gift I asked her to bring as many of my favorite comic books as she could. I missed reading new things in my native language, I missed seeing those familiar words on a page. When she arrived and handed me a heavy stack, I poured through the pages for weeks, and savored every moment.
One year ago, Hola Iowa reached out to me about translating a Corridor Business Journal (CBJ) story into Spanish. I was immediately excited to share our business content for this purpose.
I realized that this publication was providing a community of readers with the same feeling I had more than 20 years ago. A feeling of empowerment, dignity and a connection to personal culture.
This is why I am ecstatic to continue and expand the Corridor Business Journal’s collaboration with Hola Iowa. Starting in September, in celebration of National Hispanic Heritage Month, the CBJ will be sharing several entrepreneur profiles that were originally published by JEFAS Latinas in Business Magazine, an Hola Iowa publication.
This inspiring publication tells the stories of some of Iowa’s most accomplished Latina business owners and leaders. These women are all shining examples of perseverance and of entrepreneurial spirit.
As a newsroom leader, I believe the best way to increase the diversity of our coverage is by becoming more visible to the communities we’d like to engage with. I hope our continued collaboration with JEFAS magazine and Hola Iowa will inform the Latine community of the Iowa City/ Cedar Rapids Corridor of our presence. We are here to listen, and are proud to continue sharing your stories.
–Alexandra Olsen, CBJ editor
JEFAS: Latinas in Business Magazine showcases Latina entrepreneurs who are fearless trailblazers and changemakers. The Spanish word “jefas” directly translates to “bosses” in English, and that is exactly what these women are. The magazine launched digitally May 9 at the inaugural Latina Business Excellence Summit in Des Moines. The event, organized by a team of Latina business owners, was created to bring together Latina entrepreneurs and those with aspirations. It was a resounding success that sold out three times over.
“Never in my wildest dreams did I think I’d see this in Des Moines,” said Erika Macias, publisher and co-founder of JEFAS Magazine. “Hundreds of Latinas coming together supporting one another to thrive — I knew we created something bigger than we imagined.”
The magazine lit up social media, being shared, quoted and reposted for weeks. When the print edition debuted in June, the buzz was even louder.
The Latinas featured dominate in industries across the board. You’ll read about a petit, soft-spoken Mexican American who drives a huge tow truck through the streets of Central Iowa like it’s a go-kart; a cosmetic chemist whose family is originally from Puerto Rico who runs a global beauty brand out of Storm Lake and created a reality TV competition for make-up artists in Cuba; an indigenous Chicana living in Iowa City and creating one-of-a-kind jewelry from metals and stones hand picked and cut by Natives. These are just a few of the fearless JEFAS who are creating legacies despite the many obstacles in their way.
JEFAS Magazine was created to not only shine a light on how many Latinas are contributing to Iowa’s economic landscape, but also as a resource with a mission to empower Latina business owners by increasing their access to opportunities, representation and resources.
According to the 2020 State of Latinos Entrepreneurship Report, Latinas represent 40% of all Latine-owned businesses, yet less than 2% of their businesses receive venture capital funding, which leaves Latina entrepreneurs to seek financial assistance from family and friends or try to go it alone. Blanca Plasencia, owner of El Fogón Mexican restaurants in West Des Moines, and the new Guacamole Patio and Cantina in Waukee wrote about using SBA programs and creating personal relationships at her bank to finance her ventures. These testimonies are critical because Latina business strategies to overcome barriers aren’t often covered in traditional media.
That lack of attention led to the talent that came together to create JEFAS Magazine. The entire team is from Latine communities across Iowa. When writers, photographers, designers, and translators heard about the magazine, they wanted to be a part of it. Their shared experience brought unique perspectives of straddling cultures and blending languages that connects the contributors in ways that glow throughout the pages of JEFAS Magazine, making it truly exceptional.
JEFAS: Latinas in Business Magazine can be found online and at Latina-owned businesses across Iowa, the Quad Cities, Chicago and Nebraska. To order copies for your place of business, contact Erika Macias at holaamerica2000@gmail.com.
– Christina Fernandez-Morrow, editor in chief of JEFAS: Latinas in Business Magazine
- Read about Miriam Alarcón Ávila and her photography business.
- Read about Alicia Velasquez and her business, House of DOTŁ’IZHI.
- Read about Adriana Rodriguez-Almanza and her business, Jose’s Tires.
