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.

Greetings, Etc.

Jeanette and Martin Candelaria are growing a profitable and successful business in an industry where many companies are struggling. Their combination of extremely high quality printing and mailing services along with a positive attitude and flexible customer service keep the customers and jobs flowing. Eleven years ago the Candelarias purchased an existing business that specialized in personalized greeting cards. They quickly discovered that the market for this niche was too

PROFESSIONAL SERVICES

Green Choice Cleaning, LLC

For 17 years Olivia worked in the cleaning and restoration business. She worked long hours as a single parent and saw the effects of people using toxic chemicals without protective gear, plus unprotected exposure to dangerous chemicals worried her. Co-workers would become sick; often because they were unaware and not forewarned about the impact – both physically and environmentally. She decided it was time for a change and started thinking about how she could make a differenc

PROFESSIONAL SERVICES

Groundfloor, LLC

When Matt Kreitman and Robbie Lipworth opened Ground Floor LLC in July of 2007, they had no reason to anticipate the storm that would soon engulf the national property market. Fortunately, their business strategy – by necessity as much as intention – was based on extreme conservatism. With limited funding in the early stages of the business, the entrepreneurs were flexible and strategic with their business decisions. Initially, only pocket change was invested in their fledgli

CONSTRUCTION

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

RETAIL

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

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