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.

Dara's Upholstery

Dara initially came to WESST back in August 2021 to consider applying for a loan, relocated soon after, and returned both to Roswell and WESST in 2024. She needed help in growing her upholstery business, Dara’s Upholster & Drapes, in the Roswell community and also knew that she needed business management and marketing help. “I learned how to dismantle furniture and some rebuilding techniques, but I had to teach myself the skill of upholstering the furniture. I started my bus

RETAIL

Demi and Ila Reed

Demi and Ila Reed were searching for lending options for their business, Bella Aesthetica, both through a Google search and with their CPA. Their CPA referred them to WESST to explore consulting services. They met with Humberto in October 2024 and have been working together ever since. Like many other WESST clients and new business owners, they had no prior experience running a business. “Everything was new, from daily operations to managing finances and marketing to our ide

HEALTH, WELLNESS, & BEAUTY

Desert River Guides

Desert River Guides, LLC was established in 2020 by owners Ryan and Cody Dudgeon, who grew up in the Farmington area. Desert River Guides is the first business of its kind to exist in the local region and has become a premier activity for residents and visitors. Combined with 28 years of guiding experience on Class IV whitewater in Idaho and Montana, Cody and Ryan have rafted many of the rivers in the Southwest. They know what it takes to provide safe and excellent customer s

NATURE & WILDLIFE

Diane's Restaurant

For Diane Holloway, reaching a low point gave her the momentum to leap from pastry chef to successful entrepreneur. She moved quickly from no job prospects to using a $5,000 SBA microloan from WESST to grow a trio of eateries. Now, Holloway’s sought-after destinations sit within a single city block in Silver City, New Mexico: Diane’s Bakery & Deli, Diane’s Restaurant, and The Parlor. Even with her impressive list of accomplishments, Holloway is not quick to accept titles, inc

FOOD & BEVERAGE

Dinéland Protection Services

Dinéland Protection Services provides 24x7x365 security service to the Navajo Mine (a large surface coal mine operated by the Bisti Fuels unit of North American Coal on behalf of the Navajo Nation‐owned, Navajo Transitional Energy Corporation). The mine is one of the largest employers on the Navajo Nation. Verda faced many challenges in starting her business. As is the case with many first‐time business owners, Verda was “long” on operational experience and “short” on experie

PROFESSIONAL SERVICES

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