Meet Esmerelda
Esmerelda is a proud mother of two and a creative at heart. She has always wanted a career that would allow her to leverage her eye for design without sacrificing precious time with her children. Esmerelda gradually realized that charting her own path as an entrepreneur was the best way to achieve that all-important work-life balance.
Esmerelda currently owns a party supply store where she creates custom balloon displays, banners, and other made-to-order decorations for any occasion her clients might be celebrating. She also offers a wide array of products available directly off the shelf like centerpieces, streamers, and tableware. While Esmerelda admits that owning a business comes with its challenges, the opportunity to leverage her artistic side without missing out on time with her husband and children is a dream.
“I have never had this kind of freedom to determine my own schedule. It certainly takes discipline, but I finally feel like I’m in control.”
However, filling her store with many varied, eye-catching products is expensive, and with the onset of COVID-19, Esmerelda’s business suffered from the cancellation of large-scale events. She feared that local stay-at-home orders would force her to shut her doors for good.
“We were closed from March until the end of June, and people obviously weren’t throwing parties. I really was worried about the future.”
Esmerelda joined Grameen America at the urging of a friend, and the support she received from the program could not have come at a better time. Celebrations of all kinds looked different after the pandemic struck, so Esmerelda had to regroup and rethink her business. However, the loan capital she received from Grameen America had Esmerelda feeling empowered and self-assured in the face of the months-long lockdown.
“I couldn’t just sit on merchandise. I had to think of ways to reorient my business and stay competitive.”
Esmerelda realized that as restrictions gradually softened, smaller parties began to pop up in local parks where it was safer to gather again and celebrate outdoors. She took notice of this change and used her loan capital to invest in merchandise that could be delivered to these new gatherings, especially her bright, colorful balloon displays.
“For the first time, I had the flexibility to experiment and try new designs that I couldn’t have without Grameen America. I actually saw an increase in profits when I had a chance to invest more into my business.”
While her sales have not quite returned to pre-pandemic levels, Esmerelda now regularly delivers her custom balloons to all kinds of outdoor occasions. By leaning into this opportunity, Esmerelda has again given her business a fighting chance. Her willingness to redirect her product offerings is not only a testament to her ingenuity, but also her dedication to supporting her family. Esmerelda is currently saving for her daughter’s upcoming wedding and is incredibly excited to celebrate the big day.
