Creating a Space of Visibility for Entrepreneurs of Color

Through her marketing company, Lilac and Aspen, Victoria gives small businesses and entrepreneurs of color access to branding tools and marketing education. “As someone from Diné (Navajo), Mexican, and African American descent, I wanted to make a bigger impact in communities that might not have access to these types of business resources. These communities are on the rise in business and deserve to be visible as leaders in their industries. BIPOC business owners in this space need support. They need marketing; they need branding, but they don’t know where to start. They get quoted large prices from traditional marketing agencies, which in some cases is money they don’t have. Also, those agencies don’t understand their struggles and discourage BIPOC businesses from showing cultural authenticity in branding. I wanted to help BIPOC businesses feel heard in their authentic stories, seen in their beautiful diversity, supported in their marketing and branding, and to help them grow their businesses.”

GETTING THE FUNDING TO EXPAND HER BUSINESS

Victoria started building her business during the pandemic, and it quickly gained traction. Soon, she had more work than she could manage on her own. “I was just one person, and I didn’t have the capacity. I wanted a thriving business model, and in order to achieve that, I needed to invest in growth for my business.” Although she had many years of experience working with her business, she did not formally register it until a month before she needed funding, making her business ineligible for traditional bank support. She reached out to Ascendus for a loan to expand her business and hire part-time workers. “The loan allowed me to focus more on the relational aspect with my clients. I didn’t want to hunt for big leads. I wanted to collaborate with smaller clients, where I could teach them how to be self-sustainable and really make an impact on their businesses.”

CREATING STABILITY TO BECOME A LEADER

Since her loan with Ascendus, Victoria has grown her client base, seen increased revenue, and started a coaching program to help small businesses learn to market on their own. “The Ascendus loan is what helped me do this; I wouldn’t be where I am without it. They gave me economic resources and support, and now I have been able to create a sustainable business model that makes a profit, and I’m growing. Without them, it would have taken me years to have this type of freedom—years of putting my business on the side—something I had already done for so long. I can’t thank Ascendus enough for the opportunity.”

To learn more about Victoria, visit: https://lilacaspen.com/