This week we celebrate National Small Business Week, a time to recognize all the small businesses that are the heart of the community bringing so much vitality and jobs to our economy. The U.S. Small Business Administration Office of Advocacy reported a 4.5% increase in the number of small businesses in the U.S., now totaling 34.8 million as of 2024 and these small businesses employ approximately 59 million individuals.
In the heart of downtown San Jose, we find Sueños, a local business founded by three talented Latinas who are celebrating their one-year anniversary this month. Appropriately named Sueños, Spanish for “dreams,” this venture represents a dream turned into reality for these local artists. This beloved shop has quickly become a community hub, offering a diverse array of gift items, self-care products, and indulgences for those special treat-yourself days.
“As three Latina Mom-owned small businesses, we aimed to create a distinctive gift shop experience,” co-owner Sandra reflects. La Paloma Imports directly supports artisans in Mexico, Cositas Contreras exclusively features Latina/o-owned small businesses, and Migi Cera Candles offers scents like “Novio,” “Cosecha,” “Feliz,” “Luna,” and “Calmada” that resonate with cultural memories and emotions.
Meet the visionary owners behind Sueños:
– Sandra, the owner of Cositas Contreras, specializes in resin and embroidery. In her section of the store, she showcases products from more than 25 Latina/o-owned small businesses, offering a variety of items such as jewelry, crocheted goods, stationery, and cute accessories.
– Cecilia and Paloma, the creative minds behind La Paloma Imports, curate a diverse range of handcrafted products sourced directly from different Mexican states. Their inventory includes everything from Huaraches and eco-friendly tote bags to home décor and other artisanal goods.
– Marcelina, the founder of Migi Cera Candles, not only offers a wide selection of candles, body butters, wax melts, and lip balms, but also conducts candle-making workshops suitable for date nights, friend gatherings, and corporate team-building activities.
The origins of Sueños trace back to chance encounters during events hosted by SJ Made, leading the owners to recognize the synergy between their businesses and shared visions of cultural celebration. Check out this clip from when their shop was highlighted by NBC.
Whenever I find myself in downtown San Jose, I make it a point to explore Sueños and never fail to discover unique handmade treasures. This weekend, make sure to drop by and explore the perfect Mother’s Day gifts for the special women in your life.
