STORIES OF IMPACT

At WESST, we believe the heart of our mission is best told through the journeys of the entrepreneurs we serve. In our Client Stories section, you’ll find inspiring accounts of New Mexican business owners—at every stage of their ventures—who have been transformed through WESST’s consulting, training, lending, and incubation support. These stories highlight how we partner with clients to turn ideas into thriving, sustainable businesses, showing the real impact of guidance, financial tools, and persistence.

From wellness centers, retail brands, and service businesses to manufacturing and tech enterprises, each narrative underscores how tailored resources, mentorship, and belief in their vision helped these founders overcome obstacles, build confidence, and grow with purpose.

Chely's Beauty Salon

Araceli Bueno (Chely) immigrated to the US with her family when she was 12 years old and always had a dream of owning a beauty salon. Despite early challenges in finding housing and having to help her mother care for her younger siblings, Chely was able to realize her dream of being an entrepreneur when, in 2003, she launched her business in Roswell, New Mexico. Chely faced another key challenge when suddenly her family situation changed and she lost her lease on the building

HEALTH, WELLNESS, & BEAUTY

Clayful Blossoms

Olga Atkinson had, what she referred to as, a “hobby project,” with her daughter and mother. Together, the three of them would make beautiful objects out of clay and give them away for free in the community. One day, someone asked if she would ever sell them, something she had never considered. She turned to WESST to see if her family project could become a viable business. “I eventually knew that WESST and my community would lead me in the right direction,” says Olga. “I ha

CREATIVE ARTS

Construction Reporter

Rochelle Williams not only stands out in the male-dominated construction industry, her dedicated work ethic has driven Construction Reporter to thrive during the recession. The only locally owned-and-operated business of its kind in New Mexico, the company publishes an online bid calendar that covers public and private commercial construction projects out for bid in New Mexico and surrounding areas. Williams and her business partner Sid Hamilton acquired Construction Reporter

CONSTRUCTION

Clementine Services LLC

Michelle Clemishire is in the process of establishing her startup business within the field of federal contracting and commercial construction. She will focus on work within the Durango area and soon expand into the greater 4 Corners Area as her business builds. She is working to obtain her status as an 8(a) business located within a HubZone. She and her husband tried to launch this business before as Southwest Colorado Construction, however it was never fully pursued due to

CONSTRUCTION

Color Wheel Toys

Color Wheel Toys is a pop-up toy store that opens seasonally for the holidays. They sell creative toys, craft supplies, bulk Lego bricks and other fun items designed to encourage imagination, learning and exploration. Owner Keri Piehl first started Color Wheel Toys in 2017, primarily as a way to encourage parents and children to explore fun, colorful and unusual toys as an alternative to licensed toys and electronics. Keri also wanted a way to offer families art supplies and

RETAIL

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