How 3 Austin Latino Entrepreneurs Defy the Odds

Owning and operating a business is a dream for many, particularly in the Latino community. According to the Greater Austin Hispanic Chamber of Commerce, Hispanics comprised 17% of the U.S. population and 24% of all new entrepreneurs in 2018. Texas is the second state, GAHCC data shows, with the most Latino-owned businesses in the country right behind California.

However, despite all the progress, the proportion of Latinos in Texas who own businesses is not an adequate reflection of the population. Bloomberg Línea reported that out of the 40.2% of Latinos in Texas only 13.3% own businesses. We highlighted the success stories of three Austinites who are defying the odds to see what keeps them pushing forward.

María Rodríguez: Co-Owner El Taquito

Owner of El Taquito, María Rodríguez, who grew up in Mexico, began to pursue business when she met her husband and they opened up a Mexican food truck 30 years ago.

Rodríguez currently has two restaurants open, but it was not always like that. Rodríguez faced hardships when they first started their business.

“We would close at four in the morning and at seven in the morning we would open (again),” she said.

The global pandemic became yet another obstacle. As a result, they had to close one of their locations in Round Rock. She still feels the effects to this day.

“After the pandemic, there have been many problems,” Rodríguez said. “There are no workers, (and) although one may believe that the pandemic made us more noble supposedly, it did not. The clients are outrageous.”

Nevertheless, she said that she was grateful to still be in business and have a loyal clientele. Rodríguez said that she has to keep moving forward and do her best as well as celebrate the successes of Latino business owners.

Rodolfo “Rudy” Trejo: Barber and owner of Well Groomed 7 Barbershop

When people think of businesses, they often think of restaurants, retail, and technological companies, but barbershops often get overlooked.

Owner of the Well Groomed 7 Barbershop, Rodolfo Trejo, who is originally from Laredo, Texas, first began to cut hair as a hobby. Trejo also cut the hair during his time in the Marine Corps, but never took it seriously. 

“I’m out of the military, and it’s not something that I wanted to do,” Trejo said. “So I went back home and worked as a truck driver and a bunch of other stuff.”

During his time in Laredo, Trejo said that he got in trouble with the law and it was during his time incarcerated that he discovered that he wanted to take cutting hair seriously.

“That’s when I found out what exactly I wanted to do,” Trejo said. “I was losing my mind, you know, being a Marine and everything and then falling into that. I felt like I did everything for nothing so if it wasn’t for barbering and cutting hair in there I don’t know what I would have been.”

When he got out of jail, he came to Austin and began working in small barbershops. He eventually earned his barber license and began to build his clientele. After many years, he decided to finally open his own shop where he now provides traditional old-school services such as hot towel shaving, lather shaving, and haircuts.

Trejo said he feels proud of all he’s been able to overcome and especially of his Latino heritage.

“We’re known to make it happen,” Trejo said. “Being Hispanic and having your own business – it means everything because where we come from our ancestors, our families, they’ve done so much just to be where we’re at, man.”

Patrice Ríos: Co-Owner and Lead Interior Designer of Troo Designs

Co-owner of Troo Designs, Patrice Ríos said that she initially wanted to be an architect. She earned a master’s degree in architecture from the University of Detroit Mercy, but she grew more interested in interior design.

“I tried working at architecture firms, but I just didn’t like it,” Ríos said. “When I started working at interior design firms, I interned for a company out in L.A. and it was just a game changer… I realized that this is something I can do on my own.”

So, along with several people, she launched her business Troo Designs. As the lead interior designer, she solves problems and inconveniences that a homeowner may not realize they have in their current homes. As a result of her work, Ríos later worked as a consultant for HGTV.

Like any successful business, she said that she has had to go through hurdles just to get to where she is now.

“I’ve worked with builders that are horrible… that talk down to you. They think that you know, because you’re a woman, that you don’t know what you’re doing or talking about. So you’re always having to prove yourself,” Ríos said.

“I feel like, especially in Texas, a lot of different cultures do see the value of Hispanics, and the Latino culture a lot because no one can deny how hard we work, no one,” Ríos said. “And so I think it’s very important that our culture does not undervalue themselves… and that starts by educating yourself and not feeling guilty about it.”