In the Middle

Jessica Lucero came to WESST with a background in media marketing and experience in starting and managing an organization. She already had a strong draft of a business plan and a clear vision for her non-traditional thrift shop, In The Middle. However, like many aspiring business owners, her greatest challenge was access to funding.  

She had heard of WESST through her business mentor, her very own stepdad. He suggested working with WESST because he knew we helped women start and grow their business. Jessica did her research, registered for a new client orientation, and met with Valeria for her first consultation in January 2025. 

Jessica initially came to WESST seeking a loan to launch her business. Through consultations with our team, she was able to realize the viability of her concept with a lower lending amount than she originally anticipated. WESST provided support in revising and refining her business plan and cash flow projections and helped prepare her for her loan pitch by conducting a dry run and offering feedback.

Through this process, Jessica gained confidence and clarity, ultimately securing the funding needed to move her business forward. 

In The Middle is now preparing to open their doors in summer 2025!