Bella Fashion
Success often comes from humble beginnings, commitment and willpower. Leticia Aragon’s journey is a great example of that.
Leticia, owner of Bella Fashion in San Luis, Arizona, has always been interested in women’s fashion. So, as a newly single mother with three kids to support, she started selling women’s clothing from her home. The business grew, and with a small loan and assistance from PPEP, she was able to start selling in borrowed space outside a local store.
PPEP is an SBA Microlender and resource partner with a focus on helping small businesses along the US-Mexico border.
An immigrant from Mexico, she had no business experience and had not yet learned English well. Yet, with determination and persistence she ultimately realized her dream of opening her own fashion storefront.
Whether by vehicle or on foot, hers is among the first businesses visitors and locals see when entering the US. Leticia offers a wide range of formal shoes, clothes and accessories with a modern stylish touch for everyday workweek wear and special occasions.
She has now owned Bella Fashion for nearly 30 years. Starting the business in 1995, she moved into her current space at the international point of entry in 1997. She’s been there ever since. She has an eye for the kind of merchandise her customers want. Her business model takes her on regular trips to Los Angeles where she buys inventory in bulk, which helps to keep profit margins up.
Of the early times Leticia says, “When I first settled in my current location, I didn’t have enough merchandise to fill it. I worried about paying rent and electrical bills, but I kept at it and made it work.”
Leticia says, “The dream of owning a business is possible for anyone, even if you don’t have capital.” She adds, “You should do something that you like, be dedicated, and understand the needs of clients.”
She also speaks of the need to find the right support. In her case, she found it through PPEP and the local Small Business Development Center (SBDC) in Yuma.
Shifts in the economy and immigration policies over the years have caused boom and bust business cycles along the border, causing Leticia to face all manner of challenges from devaluations of the peso to loss of customers.
When the border closed during the pandemic her sales plummeted and ultimately stopped entirely. Leticia was forced to close the business.
With step-by-step guidance by business counselor Mary Carmen Lopez at the SBDC at Arizona Western College, she succeeded in getting a $15,000 EIDL loan. Mary also helped Leticia develop new marketing strategies and boost sales via social media. Bella Fashion was able to reopen a short time thereafter.
Leticia describes the SBDC as a “wonderful tool for small business owners.” She says she recommends it to others and that she is, “Immensely grateful for the assistance with the disaster loan and for the counseling to help overcome the challenges of COVID.”
Advice to Others: “Be passionate about what you are doing. Utilize all resources to be successful and to realize your dream. Don’t give up.”
Secret of Success: “Perseverance, positive attitude and hard work.”
3 Greatest Successes: “Putting all three of her kids through college. Purchasing a home. Building a successful business.”