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.

Crazy Maizy’s Fabulous Popcorn Factory

Marilyn Mayse has been a huge supporter of WESST for over 15 years. Last year, she approached Jennifer Craig, WESST’s Regional Manager in Las Cruces, as a client with the idea of opening a gourmet popcorn storefront, offering an array of sweet and savory popcorn. Mayse was introduced to gourmet popcorn coincidentally at a high school sporting event. The concept intrigued her because she envisioned endless possibilities in flavors and combinations. She selected a storefront an

FOOD & BEVERAGE

Creative Duke Media

Creative Duke Media is a Digital Content and Design Service. Jordan helps clients create new digital products to tell their stories and create real customer connections for their products and services. Whether it’s drone photography, 3D design services, brand identity, logos, packaging design, or web strategy and content management, Jordan helps organizations tell their unique stories and give their brands PRESTIGE. Jordan first approached WESST in July 2019 when he had an id

PROFESSIONAL SERVICES

Cutbow Coffee

Cutbow Coffee is a coffee roastery, tasting room and coffee bar serving their own hand-selected coffee blends sourced from around the world. Their unique store is located in Albuquerque’s picturesque and historic North Valley. Paul’s passion for coffee came from his many years working as an expert roaster for Peet’s coffee in California. In 2016 Paul brought this passion back to his home state of New Mexico to pursue the dream of opening his own coffee roastery. Paul’s many f

FOOD & BEVERAGE

Dancing Turtle Studios, LLC

Dancing Turtle Studios LLC, owned by artist Cande Toner, started out as Hiwassee Mountain Crafters in Delano, Tennessee. Cande took numerous workshops in enameling and jewelry making at the Arrowmont School of Arts and Crafts and John C. Campbell Folk Art School to develop her style. She specializes in enamel on copper tiles which are turned into framed mosaic artwork as well as a popular line of inspiring enameled Mosaic jewelry. Enameling is the ancient process of fusing g

CREATIVE ARTS

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

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