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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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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“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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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.

News that Warner Bros. Discovery is up for sale has Hollywood buzzing. The legendary film studio, which has grown to include streaming services and cable channels, is currently accepting non-binding bids until Thursday. According to company spokesperson Robert Gibbs, they expect to have a decision about the sale by Christmas.

It's become something of a Hollywood parlor game to guess who will ultimately take over the business, which was founded in 1923 by four brothers: Harry, Albert, Sam and Jack Warner. They owned a movie theater in Pennsylvania before coming to Hollywood to make movies.

Warner Brothers Pictures found one of its first silent picture stars in a German shepherd named Rin Tin Tin. By 1927, the studio made history with its feature-length "talkie" picture: The Jazz Singer, starring Al Jolson.

Over the years, Warner Brothers has made or distributed countless iconic films including: Casablanca, The Big Sleep and The Maltese Falcon in the 1940's. The list goes on, with titles like A Clockwork Orange, Goodfellas, Barbie, as well as Bugs Bunny and all the Looney Tunes cartoons.

Warners Brothers has had multiple owners over the decades. Three years ago, Warner Media, as it was called, merged with Discovery. And in June, the company announced it would split in two, with film, TV and streaming studios in one camp, and in the other, mostly legacy cable channels, including CNN.

The planned split has not yet happened, and a new buyer might get the entirety of Warner Bros. Discovery and its film and TV libraries.

As the film industry continues to consolidate, there's speculation that Warner Brothers' old rival Paramount could take over. Having just merged as Paramount Skydance, CEO David Ellison has already made several overtures.

The idea of streaming giant Netflix buying the company has raised antitrust concerns on Capitol Hill. In an earnings call last month, Netflix co-CEO Ted Sarandos told investors, "We've been very clear in the past that we have no interest in owning legacy media networks. There is no change there."

Industry watchers suggest other suitors could be Comcast, Amazon, or an investor who's not already in the entertainment business.

Regardless of whoever does end up buying the company, theater owners say they hope making movies for cinemas will be a priority.

"As long as we have more movies," says Daniel Loria, senior vice president at The Boxoffice Company, which analyzes data from studios and theaters. "That doesn't mean the same amount, doesn't mean less, but more movies. I think you're going to find folks in the movie theater industry support any business decision that gets us there."

Loria recalls that after Disney purchased Fox and Fox Searchlight, their combined studios significantly reduced the number of films they released in the theaters. Crunching the numbers, Loria says in 2016, a year before the merger announcement, Disney and Fox released a total of 38 theatrical films. This year, the consolidated studios released 18.

That's a problem for theater owners who've been struggling to bring audiences back to cinemas after the COVID-19 pandemic shut them down; they're competing with movie-watching on TVs, computers and phones.

Some theater owners and cinephiles also fear studio conglomerates will only greenlight a few big-budget blockbusters, leaving the lower budget indies behind.

"The concern is you're going to see less of that risk taking, less of that experimentation and less of that embracing new directors, new filmmakers in the future," says Max Friend, the CEO of Filmbot, the ticketing platform for independent cinemas in the U.S. "It's really important that there are studios that are funding and supporting, cultivating that kind of work."

He points out that this year, Warner Brothers made a string of critical hits, including Ryan Coogler's Sinners, the horror film Weapons and Paul Thomas Anderson's One Battle After Another.

Friend wonders if the next owner will take similar risks with future original, creative films.

Warner Bros. Discovery is a financial supporter of NPR.

Copyright 2025 NPR

A downtown hearing kicked off Wednesday, during which a federal judge will consider holding the city of Los Angeles in contempt of court. The hearing is the latest step in a long-running legal saga regarding the city's response to the region’s homelessness crisis.

The hearing was ordered by U.S. District Judge David O. Carter, who has been overseeing a settlement in a lawsuit brought against the city by the L.A. Alliance for Human Rights, a group of downtown business and property owners. L.A. Alliance sued the city, and county, in 2020 for failing to adequately address homelessness.

Several witnesses are expected to testify during the contempt-of-court hearing, including Gita O’Neill, the new head of the region’s top homeless services agency, and Matt Szabo, the L.A. city administrative officer.

L.A. County Supervisor Kathryn Barger watched at least part of Wednesday’s hearing in the courtroom.

Why now?

Carter said in court documents that he’s concerned “the city has demonstrated a continuous pattern of delay” in meeting its obligations under court orders. During a hearing last week, the judge pointed to several delays, including recently reported issues related to data and interviewing city employees.

The judge noted that similar concerns have come up at previous hearings. Carter told attorneys for the city in March 2024 that he “indicated to the mayor that I’ve already reached the decision that the plaintiffs were misled” and “this is bad faith,” according to court transcripts.

The judge said in a Nov. 14 order that he’s concerned the “delay continues to this day.”

The contempt hearing is expected to cover whether the city has complied with court orders and provided regular updates to the court under the settlement agreement.

Reducing delays

Attorneys for the city have pushed back against the hearing, filing objections with the judge and making an unsuccessful emergency request with the 9th Circuit Court of Appeals to block it from happening.

City authorities also asked the appeals court to press pause on the judge’s order to appoint a monitor in the case to make sure the city stays on track with the settlement. The city argued that Carter handed the monitor “a blank check to interfere with the democratic process,” according to court documents.

The appeals court partly denied the city’s request. It allowed Wednesday’s hearing to move forward, but it agreed to pause the appointment of Daniel Garrie as monitor.

In light of that response, attorneys for the city have argued that looking at the city’s cooperation with Garrie “would be inappropriate” during the hearing and that L.A. “cannot be held in contempt for either the substance or the manner of its compliance with the order,” according to court documents.

Previous hearings related to the settlement have elicited tense questioning of witnesses and harsh words from the judge, who has been vocal about reducing delays and moving the case forward.

In an opening statement Wednesday, Theane Evangelis — one of the attorneys representing the city — urged the judge to “turn down the heat” on the closely watched case. Evangelis said the “city is constantly under fire” in court while L.A. has made “enormous strides” in getting people off the streets.

Elizabeth Mitchell, lead attorney for L.A. Alliance, said the city treats transparency as a burden.

She said Wednesday that the “city still fights oversight harder than it fights homelessness” and that the court should address L.A. 's “consistent” delays throughout the case.

What’s next?

The hearing will resume Dec. 2, when more witnesses can appear in person.

City authorities told the court they believed a one-day hearing wouldn't be enough time to go over all the evidence.

If the judge does find the city of L.A. in contempt of court and that it "isn't doing what it promised to do," the consequences could range from nothing all the way up to serious sanctions, according to Matthew Umhofer, an attorney for L.A. Alliance.

Umhofer told LAist after the hearing that sanctions could include the court ordering more intensive monitoring of the city’s performance, imposing new requirements on the city, monetary penalties or possibly a receivership.

Carter previously stopped short of seizing control of the city’s hundreds of millions of dollars in homelessness spending and handing it to a court-appointed receiver, deciding against that option in a June ruling.

L.A. Alliance is considering asking for an extension to the settlement agreement, Umhofer said.

“The city has gotten away with not complying for a very long time,” he said. “So extending the agreement can be among the things that we might ask for ... given the pattern of delay and obstruction."

Evangelis and Bradley Hamburger, another attorney representing the city, declined LAist’s request for comment after the hearing.