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.

Gypsie Soule

Gypsie Soule is the destination for fashionable, fun, unique, boutique women’s clothing in Ruidoso, New Mexico. They take special care in selecting quality clothing and accessories perfect for everyday life, going out or that special occasion. Maryellen Self has worked since she was 15. She always believed that one must do what they can, and she has never been too proud to do what needed to be done. At a very young age, she started working in the oil industry and worked her w

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Hair West Salon

A 2010 San Juan College Cosmetology graduate, Jessica, through her hard work and support from WESST, purchased Hair West Salon in Aztec, NM. She began working as a hairstylist at a franchise salon in Farmington immediately after graduation. She began booth rental at the beginning of 2014 which really immersed her in the details of small business ownership duties. With several years of experience under her belt, a strong service ethic, a loyal customer base and a mind for mark

HEALTH, WELLNESS, & BEAUTY

The Happy Place

Claudia Contreras’ passion for child care started years ago when she first launched her home daycare business, The Happy Place. After working relentlessly to provide high-quality care, Claudia earned a five-star rating for her home childcare program through the State of New Mexico’s focus program. For years, she envisioned expanding her business. Life’s circumstances didn’t quite line up, and the timing never seemed right, until it all fell into place at the end of 2024. She

CHILDCARE, EDUCATION, & OUTREACH

Healing Voices

JoAnne grew up in Pittsburgh and was always interested in the arts, especially dance. When she was 15 she saw an ad in Dance Magazine for Perry-Mansfield, a performing arts camp in Steamboat Springs, Colorado where Helen Tamaris, a pioneer modern dancer and Broadway choreographer, would be teaching. She wanted to go and her parents said they would cover the tuition if she could pay for the transportation. So she started teaching dance classes in her basement to earn her trave

CREATIVE ARTS

Heritage Tapestries

Elizabeth produces one-of-a-kind original handwoven tapestries for interiors, in addition to teaching classes to weavers on the art of handwoven tapestry and design. Elizabeth is a second-generation tapestry artist of over fifty years. Elizabeth first wove tapestry based on the Mexican and Rio Grande techniques, and then expanded into those of the French tapestry tradition, studying with master weavers in Aubusson, France. With her weaving background and her degree in art, El

CREATIVE ARTS

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