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.

RoofCARE

RoofCARE is a New Mexico-based roofing contractor specializing in alternatives to roof replacement and preventing roof failure. The company’s initial management team consisted of three partners, two with extensive experience in roofing and a third with extensive financial experience. Shortly after starting the business, RoofCARE approached the WESST Business Incubator with their business plan, a great management team and a proprietary technology which extends a roof’s useful

CONSTRUCTION

Roots Salon

Sara’s desire to become an entrepreneur was realized shortly after her return to New Mexico. As an 11-year veteran stylist, most of her experience comes from her employment at two high-end salons in New York City. Sara spent 6 years at Ouidad, an upscale Manhattan salon specializing in curly hair. She then moved on to Fleischman A Men’s Salon in lower Manhattan and spent 3 years perfecting her skills by servicing the high-end styling needs of her Wall Street clientele. Up

HEALTH, WELLNESS, & BEAUTY

Ruby Love Fine Art

Ruby Love creates original and unique multimedia paintings as well as handmade jewelry. Originally from California, she now resides in Santa Fe, New Mexico where she paints professionally. Ruby’s artistic talent is finely honed and multigenerational. Acrylic paint is her preferred medium, yet she enjoys using a wide array of mediums and often incorporates collage elements into her work. She welcomes commissions and large works of art. The first thing Ruby did in 2018 when she

CREATIVE ARTS

Runway Hair Studio

Runway Hair Studio is an Aveda hair salon that provides a variety of services including haircuts, barber cuts, steam towel shaves, styling, coloring, Pamasana Scalp treatments, Botanical Conditioning treatments, makeup touch ups, scalp, neck, shoulder and hand massages, and waxing. The salon also sells a large variety of Aveda products. There were a few things that motivated Natalie and Michael to become entrepreneurs. They wanted to provide a Salon with an atmosphere where c

HEALTH, WELLNESS, & BEAUTY

Sage Valley Pottery

Jessi Penrod discovered a passion for pottery during college and honed her skills post-graduation at Hanselmann Pottery in Corrales. After that studio closed, Jessi wanted to know what her options were to turn her experience into a vision for a new business.” She had an idea for her business values and goals, from product creation to the team she wanted to hire and the community she wanted to serve, but didn’t have the experience of running a start-up. “I had the creative par

CREATIVE ARTS

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