The Brief

This story was originally published by Boyle Heights Beat on Oct. 2, 2024.

When the pandemic closed storefronts in 2020, consumers were forced to find services and vendors elsewhere, while desperate laid-off workers turned to side hustles to make ends meet.

Since then, many entrepreneurs have transformed their hobbies into businesses – and some have even become their main source of income.

Thanks to the rising popularity of social media platforms such as TikTok and Instagram, many people have been able to sell their services and products online or generate income as “creators.” That trend has especially taken off among the “extremely online” Gen Z population.

According to a study conducted this summer by Talker Research, younger generations are more likely to consider themselves entrepreneurs – 36% of Gen Z and just 25% of baby boomers.

We spoke with three young entrepreneurs from Boyle Heights to learn about their side hustles and small business journeys.

Jose Lima, 23, Chepecleans4you

For Jose “Chepe” Lima, shoes are everything.

The 23-year-old came up with the idea to start his shoe cleaning business, Chepecleans4you, in 2020 after he saw no one was offering the service locally at an affordable price.

“Nobody really does this, especially in Boyle Heights,” Lima said. “We can all see how everybody resells shoes…There are more shoes than the [cleaning] service out there, so it was the perfect opportunity to take over the community with this.”

Jose “Chepe” Lima cleaning a pair of Nike shoes.

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Carol Martinez

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Boyle Heights Beat

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After graduating from Felicitas and Gonzalo Mendez High School in 2019, Lima chose to focus on work instead of going off to college. He landed a full-time job as a delivery driver for Amazon. He thought the hourly pay of $20.75 would be enough to support his expenses while living at home with his parents.

Lima started Chepecleans4you while working at Amazon and eventually quit his job to focus on his side hustle. Like many other entrepreneurs, the side-hustle-to-full-time pipeline was his original goal.

Jose “Chepe” Lima goes through the shoe cleaning process.

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Carol Martinez

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Boyle Heights Beat

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“There’s been good and bad days. I work full-time so my job comes first. I quit once to do [Chepecleans4u] full-time, but unfortunately, it didn’t work out,” he said. “It’s life, but I’m hoping to try it again one day.”

Today, he works for the delivery company full-time and focuses on his side business on his days off.

Lima runs his business from home, where his clients typically drop off their shoes. He charges $25 to clean any shoe. The service includes an all-around deep clean, including the outsole and midsole.

Most of Lima’s clients are from Boyle Heights, East L.A., and surrounding areas on the Eastside. He says he builds clientele through social media promotion, as well as through recommendations from customers who share the business with friends and family.

“It’s very important, it helps me connect with the community. People love shoes, people work hard for their shoes, so it’s something you always want to have clean and fresh,” he said.

You can find Chepecleans4you here.

Elianet Romero and Alijiah Torres, both 27, Las Niñas Fresitas

Elianet Romero and Alijiah Torres, both 27, met during their freshman year at Bravo Medical Magnet High School. The two bonded during English class and have been best friends since.

When the pandemic hit, they saw an opportunity to create a joint venture that could bring in extra income. They created a sweet treats business called Las Niñas Fresitas, and started selling chocolate-covered strawberries and miniature cakes online.

“A lot of small businesses tend to overcharge. Our whole motto was to be different and make our business more affordable so that people can get a treat for their loved ones, especially during COVID when things were rocky and negative,” said Romero. “It was a chance to spread positivity and start a business together.”

Elianet Romero (left) and Ailijah Torres (right) hold a box of chocolate covered strawberries.

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Photo courtesy of Las Niñas Fresitas

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When the business launched, Romero was working full-time doing communications for a private firm. It fit perfectly with her plans for the future, serving to help fund her education. She is currently attending law school at the University of California, Davis.

For Torres, who had just graduated from college at the height of the pandemic, Las Niñas Fresitas became her main source of income until she started working for a finance company.

Today, the business venture serves as additional income for the two.

“Our venture is really unique because we’re two best friends giving back to the community. We grew up around there [Boyle Heights], we went to school there, and it’s really nice seeing locals that went to school together or we worked with them at some point and end up recommending people to us because they know our product is good,” said Romero.

Custom sweet treats made by Las Niñas Fresitas.

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Collage made with photo courtesy of Las Niñas Fresitas

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A team, in and out of the kitchen, Romero and Torres use their skills to build and maintain the business. Studying law, Romero has been getting acquainted with the ins and outs of running a business to implement informed practices in their growing business and future storefront. Torres uses her knowledge working for a financial firm to manage Las Niñas Fresitas’ finances.

“I think it’s pretty profitable as a side hustle but I know we want to see it as a storefront. Is it profitable as a storefront right now? Absolutely not,” Romero said.

In March, the entrepreneurs added cakes to the menu and began receiving weekly cake orders in addition to chocolate-strawberry purchases.

Las Niñas Fresitas takes orders through Instagram and caters celebrations, including birthdays, weddings and baby showers.

Looking ahead, the friends want to focus on promoting their business through social media, pop-up events and pursuing their goal of a storefront in the next few years.

You can find more about Las Niñas Fresitas here.

Bryan Rojas, 24, Mezcal Mixer

Bryan Rojas developed a passion for crafting cocktails while working as a bartender at dive bars and cocktail lounges.

Bryan Rojas.

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Carol Martinez

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Boyle Heights Beat

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During the pandemic, he saw an opportunity to use his vast experience to create his own craft drink mixing business based in Boyle Heights. Rojas started uploading videos of his custom recipes online, an endeavor that would eventually blossom into his own bartending business.

“From making videos, it quickly became where I had friends from high school that were like ‘Hey I noticed you’re bartending, how much would you charge me for my birthday?’ and it kind of went from there,” said Rojas.

At the time, he and his wife were struggling financially and living paycheck to paycheck so the business helped keep them afloat. Rojas decided to call it Mezcal Mixer.

The 24-year-old currently manages and curates the menu for a Japanese restaurant in the Arts District and runs this bartending side hustle on his free time. This past summer, he said, the business booked up to seven events monthly.

Booking inquiries are handled through a link on his business Instagram page, where interested clients can share details about the number of guests, event location, budget and theme. An average event for 100 guests could cost $350 to $400, Rojas said.

Custom drinks made by Mezcal Mixer.

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A collage of photos courtesy of Mezcal Mixer.

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When it comes to booking events like birthday parties or graduations, Rojas works closely with his clients to ensure that they’re never spending more than they need to by often creating specialized menus, pre-event drink tastings and bar schedules to combat the inevitable leftover liquor and supplies.

“I try guiding people in the direction where I can make a good menu or curate a menu to fit a theme while still saving them money because no one wants to spend $1,500 on a bartender and no one is drinking the cocktails,” he said.

Rojas also takes pride in using quality ingredients in all of his recipes and says his syrups and drink infusions are all housemade.

“I love the extra money and the fact that it helps me do what I want to do, but I love the creative aspects more…I’m 100 percent proud of my original recipes and all the brainstorming that goes into it,” Rojas said.

You can find Mezcal Mixer here.

Companies that create and manufacture personal delivery devices, those cute bots you see on public sidewalks, have been working on growth plans for years.

Cities, on whose public sidewalks the delivery bots travel, are only now catching up to regulating them and charging the companies fees.

That's what's happening in Glendale, where, City Councilman Dan Brotman says, “[The delivery bots] just appeared out of nowhere. The company that operates [them] never reached out and talked to us."

He and other council members, he said, want to know if the delivery devices make it harder for Glendale residents using wheelchairs to use public sidewalks.

“I also am curious who is getting the financial benefit from these,” he said.

Glendale’s City Council asked city staff last month to draft two proposals, one with regulations and fees and the other pausing the operation of delivery bots while the council studies their impact. Brotman said staff may deliver those proposals to him and his colleagues in the months to come.

The two largest cities in LA County, at two different stages

The City of Los Angeles approved rules for personal delivery devices a few years ago, including flat permit fees. The City Council has since asked staff in the Department of Transportation to revaluate those rules and make suggestions.

One idea being considered — charging companies for every bot trip instead of the flat fee.

A delivery robot sits next to the bike path by the beach

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Courtesy Coco

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L.A. City Councilwoman Eunisses Hernandez successfully introduced the motion last year to have the regulations revisited. 

“[The companies are] starting to put movie ads or show ads, and if they're generating revenue off that, we want to know what that looks like but also be able to have a fee for them,” Hernandez said.

That report should be presented to the City Council later this year, she said. 

She’s also keen to hear from the public about their views on delivery bots. 

Companies that make the devices argue they’re providing an essential delivery service to residents while cutting down on the number of vehicles on the road making the deliveries.

“We currently pay fees in Los Angeles, Chicago and West Hollywood as part of their permit programs and are open to similar models in other cities,” said Vignesh Ram, vice president of policy at Serve Robotics, by email.

Starship Technologies' delivery robot exits the elevator in the company's office.

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Meg Kelly

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NPR

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The company is now operating in Long Beach; Ram says it notified the city before beginning to operate there.

A City of Long Beach spokesperson told LAist its business licensing, planning and public works teams are currently working on recommendations for regulations. Those should be presented to the City Council early this summer.

The story first appeared on The LA Local.

When Hermila Melero trains future therapists at Cal State LA, she emphasizes something she learned over nearly two decades working on the Eastside: It matters where you’re from. 

“When you know the difference between East LA and Boyle Heights … they appreciate that on a really fundamental level,” Melero, director of field education at CSULA’s School of Social Work, said. “You feel a sense of safety and being seen when the person reflects what you look like, has a foundational understanding of where you come from.” 

Now, a $48 million grant to California State University, Los Angeles, will open new opportunities for students to serve the communities they come from. The funding will expand the university’s social work and counseling programs, training 1,000 new students to support youth mental health in Eastside communities and other underserved areas of Los Angeles.

What will the funding do?

The five-year investment by the Ballmer Group — the largest grant in the university’s history — will significantly grow Cal State LA’s Master of Social Work program. 

Its one-year MSW program will double in size, the two‑year program will increase by 50%, and the School-Based Family Counseling program will also double. The bulk of the funding will support scholarships, new faculty and the expansion of clinical placements.

Cal State LA already partners with organizations across the Eastside, including El Centro De Ayuda, AltaMed, Survivor Justice Center and schools across LAUSD. The new funding will allow more students to work directly with these groups, serving families who often lack access to care. 

“This speaks to the amazing work our social work and counseling programs are doing within our schools and with LA’s agencies serving youth and families,” said CSULA President Berenecea Johnson Eanes in a statement to Boyle Heights Beat. “With more clinical placements and greater numbers of master’s alumni, we will make real strides in meeting a critical shortage of qualified social workers and counselors.”

In addition to CSULA, CSU Dominguez Hills received $29 million to expand mental health resources in South LA and UCLA will use part of its $33 million grant to develop a minor in youth behavioral health. The three universities have received a total of $110 million. 

When Hermila Melero trains future therapists at Cal State LA, she emphasizes something she learned over nearly two decades working on the Eastside: It matters where you’re from.

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Courtesy CSULA

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Why representation matters

For Melero, who was born and raised in East LA, the expansion is personal. 

Melero spent 17 years of her professional career as a social worker in her own community and the surrounding areas. She witnessed firsthand how much her patients appreciated it when she spoke to them in Spanish or told them where she grew up. 

“You don’t have to explain yourself, you don’t have to explain what it’s like, you know, to grow up here,” she said. 

Now as director of field education, she helps place students in organizations, clinics and schools across the region, many of them serving the neighborhood they call home. 

Barriers to access

The need for more mental health workers comes at a time when many Eastside families are facing more barriers to care.

Stigma around mental health combined with fear tied to immigration raids have discouraged some people from seeking services, Melero said.

At the same time, financial challenges are making it harder for students to enter the profession. 

In January, the U.S. Department of Education updated its definition of a “professional degree” and excluded social work, which will affect graduate students’ eligibility for federal student loans, creating a significant financial barrier, according to the Council on Social Work Education.

Students hope to give back

For students like Silvia Perez, 41, financial assistance would be a great help.

The Cal State LA undergraduate student is pursuing her master’s degree after she graduates in May, all while raising two teenagers and a 23-year-old. Perez has been paying for her education by selling shoes and perfume outside of her home in East LA. 

Her decision to pursue a career in social work came after seeing her sister navigate the Department of Children and Family Services system with her children and witnessing how young people in her community struggled with substance abuse and homelessness. 

After graduating, Perez hopes to work in East LA to help the people she encounters every day. She believes that level of understanding can create trust with an already vulnerable population.

“I would like to help the people in my community first…I live the daily life that everyone else in my community faces,” she said.

For more information on CSULA’s MSW programs, click here.

Editor’s Note: The LA Local also receives support from the Ballmer Group.

This story was originally published by CalMatters. Sign up for their newsletters.

California scored a legal victory Monday that for now, undermines the Trump administration’s efforts to drastically cut funding for homeless housing.

Changes that would have diverted huge chunks of federal funds away from permanent housing and funneled them instead into temporary shelters and sober living programs will remain suspended after the Trump administration dropped its appeal of an earlier court loss. While the broader case is still being litigated, the new development could provide some reassurance to California counties waiting for the federal funds.

“We continue to fight for Californians and the rule of law, and we continue to win,” Attorney General Rob Bonta said in a news release. “People experiencing housing insecurity or homelessness need the federal government’s continued support — not a rollback of assistance.”

In November, the federal Department of Housing and Urban Development attempted to change the way it doles out money for homeless services via its Continuum of Care program. It decreed that jurisdictions applying for a piece of about $4 billion in federal homelessness funds can’t spend more than 30% of that money on permanent housing — a move that would result in a significant cut to the type of long-term housing that can resolve someone’s homelessness.

Last year, California communities spent about 90% of their federal Continuum of Care funds on permanent housing.

Gov. Gavin Newsom’s administration quickly joined 19 other states and the District of Columbia in suing to stop the Trump administration’s changes. In December, a federal judge in Rhode Island temporarily blocked the changes and ordered HUD to process funding applications under the original rules. The Trump administration appealed that ruling, leaving local governments and homeless service providers unsure of what they would be awarded funding for, and when.

The federal government on Monday dropped its appeal. While the rest of the lawsuit will move forward, and could take months to resolve, counties should be able to access permanent housing funds in the meantime.

Instead of prioritizing permanent housing, as has been the rule in the past, the Trump administration wants to focus more on shelters that get people off the streets quickly and temporarily, and on programs that require residents to be sober. HUD also attempted to ban the use of federal homelessness funds for diversity and inclusion efforts, support of transgender clients, and use of “harm reduction” strategies that seek to reduce overdose deaths by helping people in active addiction use drugs more safely.

A HUD spokesperson said the agency stood by its funding reforms.

“HUD remains committed to reforming the failed ‘Housing First’ approach and restoring the Continuum of Care program to its core objectives; reducing homelessness and promoting self-sufficiency for all vulnerable Americans, ensuring taxpayer dollars are directed towards those goals,” a spokesperson said in a statement.

HUD experienced another legal setback last month when a federal judge in Rhode Island shot down the agency’s attempt to upend another, smaller, source of federal homelessness funding. At issue in that case was a program called the Continuum of Care Builds grant, which funds the construction of new homeless housing. HUD last year made grantees reapply under a very different set of criteria, which seemed to disqualify organizations that support trans clients, use “harm reduction” to prevent drug overdose deaths or operate in a “sanctuary city.”

About $75 million in federal funds had been frozen as that case moved forward.

In March, the court found HUD violated the law through its “slapdash imposition of political whims.”

“This ruling is a victory for people across this nation who have overcome homelessness and stabilized in HUD’s permanent housing programs,” Ann Oliva, chief executive of the National Alliance to End Homelessness, which filed the lawsuit, wrote in a statement. “Today’s news reinforces a fundamental truth: that the work to end homelessness is not partisan, and never should be interfered with for political means.”

This article was originally published on CalMatters and was republished under the Creative Commons Attribution-NonCommercial-NoDerivatives license.