El Paso Entrepreneurs Are Leading the Way — And We’re Learning From Them
In our last post, we celebrated an exciting milestone: $1 million loaned to small business owners in El Paso. That milestone isn’t just about numbers — it’s about people. It’s about women who believe in their potential, take ownership of their growth, and invite others to grow with them.
At JUST, we don’t scale programs — we scale leadership. And El Paso is showing us what’s possible when local leaders lead the way.
Alma’s Vision: Leading With Passion and Purpose
Alma Gonzalez, Founder of Chester
JUST Member Since 2022
Alma has always been driven by a deep love for animals. That passion eventually became a mission — and that mission became Chester, a small business dedicated to animal care and advocacy.
At first, not everyone saw the potential in what she was building. But Alma kept going.
“Chester was just an idea — one rooted in passion and purpose. It wasn’t always easy for others to understand the vision, but I knew it mattered.”
When Alma connected with JUST through her friend Ana, she found a community that valued her vision — not just her numbers.
“JUST didn’t ask me to change my idea to fit a mold. They respected the mission behind Chester and gave me the space to grow on my own terms.”
Chester is now thriving, thanks to Alma’s determination, the people who share her mission, and a network that backs her leadership.
Ana’s Growth: Taking the Driver’s Seat
Ana Salas
JUST Member Since November 2022
Ana’s entrepreneurial journey started with a rented truck and a goal to bring her snack business to life. She didn’t wait for ideal conditions. She got started — and figured things out along the way.
When she heard about JUST through a friend, she took initiative and explored how the program could support her momentum.
“With JUST’s loan, I was able to buy the truck I’d been renting, restock my business, and purchase equipment that’s helped me grow. These were things I’d been working toward — and the support helped me move faster.”
For Ana, the experience wasn’t just financial. It was personal.
“The support came with humanity, consideration, and real respect for my work. That made a difference.”
Ana leads with gratitude, confidence, and clarity — and continues to grow as both a business owner and a leader in her community.
What El Paso Teaches Us
El Paso’s success isn’t something we built — it’s something we’ve been invited into. JETAs and entrepreneurs are driving this growth through their relationships, ideas, and trust in each other.
Here’s what we’re learning:
Entrepreneurs grow faster when they grow together
Peer leadership builds deeper trust — and trust builds wealth
Communities thrive when women lead with insight and purpose
Stay Connected
To meet more of the leaders building El Paso’s future, follow us on Instagram and LinkedIn. Thank you to the entrepreneurs who show us every day what leadership really looks like.
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