Grameen America Inc.

Roselani is a third-generation Latina entrepreneur who owns a 50’s-inspired shop in Los Angeles, CA. Her parents passed down a love for design and baking that has influenced Roselani’s shop, where she sells hand-made vintage aprons and a variety of cookies, candy, and ice cream.

“Not having access to affordable capital and financial services is a huge barrier to entrepreneurship for Latina women in my community. When I found out about Grameen America, I finally felt that there was an organization that believed in women like me.”

When Roselani graduated from fashion design school, she wanted to turn her passion into a small clothing business. Eventually she had to close her store because of lack of access to small business loans and capital. Roselani didn’t let that stop her dreams from becoming a reality and opened her 50’s-inspired shop two years ago.

“I feel empowered to carry on the entrepreneurial legacy of my grandmother and parents. I always keep my family close to my heart while running my business.”

Inspired by her grandmother and mother, Roselani would hand-sew her own clothes growing up, and it was Roselani’s mother who gave Roselani her first sewing machine. Roselani’s father was a pastry chef and chocolate culinary specialist, with dreams that they would open a bakery together.

“I have a lot of my father and his legacy in me. We would talk a lot about our lives, our goals, and our dreams. He and I both dreamed big. The memories of my dad inspire me to push myself and keep going. I hope to take all that he’s given me and put it into my vintage shop.”

Roselani’s dream is to continue to combine her love of design and sweets. One of her hopes is to relocate her vintage shop to a bigger storefront in a busier, central location. With the extra space, she hopes to hire additional employees and eventually host afternoon tea parties at the store.

“It brings people joy when they walk into my shop because of the bright colors, candy, and decorations—it changes their mood instantly.”

With Grameen America loans, Roselani has been able to grow her business by purchasing a special embroidery machine that has elevated her designs and investing in inventory. Roselani recently bought a truck to use for private events and promote her business. She painted it with her store’s branding and sells vintage ice cream pops.

“Grameen America is so much more than a loan—it’s an opportunity to grow my financial independence. Joining the program has changed my life. My group is full of smart, inventive, and passionate Latina entrepreneurs. We are a family and look out for each other.”

Roselani feels like she has become a better business owner with more discipline and responsibility. Every three months, Roselani sets goals for herself to help save, plan business purchases, and take care of her finances.

“I am so proud of how far I’ve come. My struggles have helped me become stronger and motivated me to empower other women. I love mentoring emerging entrepreneurs.”