Susana’s Journey: Building a Business and a Community

Sometimes necessity gives way to the entrepreneurial dream; when push came to shove and jobs in Mexico became hard to come by, Susana’s version of the American dream shifted to starting her own business. Susana’s business journey stands out for its remarkable impact. Starting as a single mother who immigrated to the U.S., she built more than just a business – she created a cultural bridge. Her story shows how small business ownership can transform both individual lives and entire communities.

From Seeds to Success: A Journey of New Beginnings

Susana’s story is about more than selling Mexican crafts at the Berryessa Flea Market. It’s about resilience, family, and the entrepreneurial spirit. She comes from a family of business owners in Mexico; her mother’s family had been butchers while her father came from a long line of shoemakers.

In 2002, Susana immigrated to the U.S. from San Mateo Anteco, Mexico, as a single mother seeking a better life for her children. Recently unemployed and encouraged by her brother, she saw entrepreneurship not just as a dream, but as a necessity. It was about providing for her family and building a future. What began as a need has blossomed into a true passion.

Building Community Through Commerce and Learning

Susana’s crafts became a vital bridge for the Mexican immigrant community in the U.S., fulfilling a deep longing for connection to their homelands. While she had some sales experience, selling products was a new challenge. Understanding customer needs, sometimes before they’re spoken, takes patience. Susana’s warm personality has turned many customers into friends and family, who appreciate her fair prices and excellent service.

She also emphasizes the importance of valuing every customer, regardless of their spending. 

“The customer who spends $5 is just as important as the one who spends $500”.  

She quickly grasped the importance of inventory management, learning that running out of stock meant lost sales. Maintaining her inventory, especially fragile items, remains a challenge. She also had to learn the complexities of business taxes, a costly lesson in her first year.

Resilience Through Change: Becoming a Community Leader

Susana now faces a new wave of challenges. The flea market’s planned closure, made worse by misinformation, has hurt her business. She emphasizes the importance of verifying information before sharing it, especially in times of uncertainty. 

The current economic climate, marked by rising costs, is also affecting her business. People are increasingly forced to prioritize essential spending, leaving less room for discretionary purchases like those at the flea market. Adding to this strain are political uncertainties that are causing people to stay home, further impacting foot traffic at the flea market. 

Despite these obstacles, Susana remains optimistic and resourceful. She has forged strong bonds with other vendors at the flea market, receiving support during her early days and now paying it forward by mentoring others. 

She takes immense pride in her role as a leader within the vendor community, knowing that others can come to her for help, proudly stating:

“Over time I became a leader for my neighbors, when they come to me I try to have the most accurate information because I want everyone to do well.” 

Looking to the Future: Digital Evolution and Family Legacy

Susana is planning for the future. With the Berryessa Flea Market’s closure looming, she’s strategically planning to take her business online, ensuring she can continue serving her loyal customers. But her motivation goes deeper than business. For Susana, family is everything. Being her own boss has allowed her to spend precious time with her granddaughter — a luxury she missed with her children due to inflexible work schedules. Now, she’s creating new memories with family and cherishing every moment. 

The Power of Partnership: Susana’s Success with MAF

Discovering MAF through the City of San Jose and the Berryessa Flea Market Vendors Association, Susana’s journey is a testament to the transformative power of partnership and community support. Her connection with Mission Asset Fund (MAF) has equipped her with the tools and confidence to thrive as an entrepreneur.

Through MAF’s comprehensive workshops and zero-interest loans, Susana has been able to expand her inventory and strengthen her business foundation. She expresses deep gratitude for the organization’s support, saying:

“Thank you for making all of this possible…Without you, we wouldn’t have the financial or educational resources. You are making a real difference.”

To fellow entrepreneurs, Susana shares this wisdom: “Sales aren’t always easy, but the returns are worth it. Don’t give up, because the good days will outnumber the bad.” Susana’s story is a powerful reminder that with hard work, resilience, and community support, dreams can be realized, even in the face of adversity. Read more about MAF’s work to support Berryessa vendors here.