Small Business Month: A Surviving to Thrive Story

May 28, 2026 | Business, The Business of Surviving to Thrive

Small Business Month: A Surviving to Thrive Story

by Richard Sandoval, for HL | Culture & Influence

The journey from uncertainty to opportunity and the entrepreneurs building legacies that extend beyond a single generation.

For many Americans, May is recognized as Small Business Month.
For us at HL | Culture and Influence, it represents something much deeper.

It is a reminder that behind nearly every neighborhood, every family story, every growing community, and every cultural movement, there are entrepreneurs taking risks most people never see.

2024 Connecting Laitnas of Influence | Los Angeles

Small business owners are not simply selling products or services. They are creating opportunity, building influence, preserving culture, generating jobs, supporting families, and investing back into the communities they call home.
And in many cases, they are doing it without massive teams, institutional backing, or headlines.

They simply keep showing up.

Across the country, we continue to witness entrepreneurs redefining industries in real time. Some are first-generation business owners. Others are building on family legacies. Many are balancing business ownership with parenting, caregiving, mentoring, and community leadership.

What often goes unnoticed is how deeply personal entrepreneurship really is.
For many small business owners, the business is not separate from life it is life.

It represents sacrifice.
It represents identity.
It represents belief in something bigger than a paycheck.

Over the years, HL has had the privilege of telling the stories of restaurant owners, financial professionals, creatives, nonprofit leaders, real estate experts, retailers, attorneys, wellness advocates, media entrepreneurs, and founders from a wide range of industries. What connects them is not simply revenue or visibility.

It is resilience.

Especially within Hispanic and multicultural communities, entrepreneurship has long been part of the economic engine that helps families move forward. Small businesses often become gathering places, employers, mentors, sponsors, and trusted voices within the community.

They become part of the cultural fabric.

Today’s business environment, however, is far more demanding than it once was.

Entrepreneurs are navigating inflation, rising operational costs, technology shifts, AI disruption, changing consumer behavior, social media pressures, and an economy that often feels unpredictable. At the same time, they are expected to constantly market themselves, create content, manage teams, and remain visible in increasingly crowded digital spaces.

The pressure is real.

Yet despite those challenges, many continue to evolve, adapt, and grow.
That spirit of reinvention may be one of the defining characteristics of modern entrepreneurship.

At HL, we understand that evolution personally.

Our own platform has gone through transformation rethinking not only how stories are told, but why they matter. We have shifted toward deeper conversations around culture, leadership, influence, business, wellness, travel, and aspiration because today’s audience is looking for more than headlines.

People are looking for connection.
For insight.
For inspiration.
For examples of what’s possible.
Small businesses provide exactly that.

As we look ahead, we believe the future belongs to entrepreneurs who understand the value of relationships, authenticity, adaptability, and community trust. The businesses that will continue to grow are the ones that recognize consumers are no longer simply purchasing products.

They are investing in experiences.
Values.
Stories.
And people they believe in.

That is especially true within affluent and emerging multicultural markets, where influence extends beyond economics and into lifestyle, identity, and community impact.

Small Business Month should not simply be about celebrating survival.

It should be about recognizing vision.
The vision to create something from nothing.
The vision to employ others.
The vision to build legacy.

And the vision to continue moving forward even when the path is uncertain.

To every entrepreneur working long hours behind the scenes…
To every founder funding a dream with personal sacrifice…
To every family-owned business adapting to a changing world…
And to every small business owner still believing in what’s possible…

We see you.

And your story matters.

Because long before corporations discover trends, communities are often shaped by the entrepreneurs already doing the work at the local level building influence one relationship at a time.

That is worth recognizing not just in May, but throughout the year.

HL | Culture and Influence
Defining Culture and Influence… in our community.

Small Business by the Numbers

Why Entrepreneurship Continues to Matter

Small businesses account for 99.9% of all U.S. businesses, according to the U.S. Small Business Administration.
Small businesses employ nearly 46% of the American workforce, representing millions of jobs across every industry and community.
Latino-owned businesses continue to be one of the fastest-growing segments of entrepreneurship in the United States, contributing hundreds of billions of dollars annually to the U.S. economy.
Studies continue to show that business ownership remains one of the strongest pathways toward building generational wealth, particularly for first-generation entrepreneurs and multicultural families.
Family-owned businesses often create more than income — they create:
- Homeownership opportunities
- College funding for future generations
- Employment within the community
- Long-term financial stability
- Legacy and economic influence
According to multiple business and financial studies, entrepreneurs are more likely to create transferable assets that can be passed down through generations compared to wage-based income alone.
Today’s entrepreneurs are increasingly building businesses around:
- Culture and community
- Digital influence
- Specialized expertise
- Lifestyle-driven brands
- Relationship-based trust

The Bigger Picture

For many families, entrepreneurship is no longer simply about owning a business.

It is about creating freedom.
Creating opportunity.
And creating a legacy future generations can build upon.

Source | U.S. Small Business Administration

Flour, Faith, and Sugar: Sweet Tooth 909 Bakery

Dec 17, 2025 | Business

Flour, Faith, and Sugar: Sweet Tooth 909 Bakery

Exclusive photos and article by Richard Sandoval | Hispanic Lifestyle

Sometimes the best stories begin with a scroll

After watching an Instagram post by Michelle Valles of NBC4 Los Angeles, curiosity and a serious sweet tooth led us east to Rialto, California, in the heart of the Inland Empire. What we discovered was more than a bakery. We found a family-owned business built on flour, faith, and sugar and a story that reflects the spirit of small business growth in the region.

Located on South Riverside Avenue, Sweet Tooth 909 Bakery has quickly become one of Rialto’s most talked-about local spots. Known for selling out early and drawing customers from across the Inland Empire, the bakery is the realization of a dream that began at home.

From Home Kitchen to Community Favorite

Founded in 2012 by Maribel Diaz, Sweet Tooth 909 started as a home-based baking operation. Word spread fast. What began with friends, neighbors, and social media posts soon turned into growing demand—and eventually the leap into a brick-and-mortar location.

Today, Maribel runs the bakery alongside her sister, Araceli Rodriguez, keeping the business rooted in family, culture, and community. Sweet Tooth 909 is often described as a Mexican family-owned bakery, a point of pride reflected in both its flavors and the way customers are welcomed through the door.

We arrived unannounced, cameras in hand, during the holiday season. Despite the busy pace, Maribel and Araceli took time to greet us, share their journey, and walk us through the space an interaction that says a lot about why customers keep coming back.

Faith in the Foundation

One of the most striking moments of our visit came during a conversation about the bakery’s construction. Maribel shared that while building out the space, she inscribed Bible quotations directly onto the wall studs placing her faith into the foundation long before the first pastry was sold.

Those words may be hidden behind drywall, but they remain central to the bakery’s purpose. It’s a reminder that for many small business owners, faith and perseverance are inseparable from entrepreneurship.

A Box Full of Favorites

Of course, no visit to Sweet Tooth 909 would be complete without tasting the offerings that have earned it a loyal following. We walked away with a box of treats that perfectly captured the bakery’s appeal:

Almond Croissant — flaky, buttery, and delicately sweet
Chocolate Chip Cookie — classic, comforting, and generously loaded
Strawberry Pastry — bright, balanced, and beautifully crafted
Cinnamon Roll — rich, warm, and perfect for the holiday season

Each item reflected care, consistency, and pride in craft qualities that define successful neighborhood bakeries.

A Growing Presence in the Inland Empire

Sweet Tooth 909’s popularity has been fueled not only by quality baking but also by strong community support and social media visibility. A viral moment in recent years helped expand its reach, drawing visitors from neighboring cities and reinforcing Rialto’s growing reputation as a destination for locally owned businesses.

Open limited days and often selling out by early afternoon, the bakery has become a reminder of what happens when preparation meets opportunity.

As the holiday season comes to a close, we extend our best wishes to Maribel Diaz, Araceli Rodriguez, and the entire Sweet Tooth 909 team for a prosperous and sweet 2026.