Editor’s note: This is one article in a three-part series showcasing local businesses with Hispanic ownership.

On 10th Street in Great Bend, Yeraldi’s Boutique has built a reputation as a welcoming destination for fashion enthusiasts in central Kansas.

The store offers a curated selection of trendy men’s and women’s western wear, hats, boots, jewelry and accessories, with styles ranging from casual everyday staples to elegant evening attire.

The spotlight on the family-owned store coincided with the Great Bend Chamber of Commerce’s recognition of National Hispanic Heritage Month, observed annually from Sept. 15 through Oct. 15.

This year’s national theme, “Together, We Are More,” or “Unidos Somos Más,” highlights the history, cultural traditions and ongoing economic contributions of Hispanic and Latino Americans across the country.

For store owner Nereyda Sanchez, establishing the business was the realization of a lifelong passion combined with a practical goal for her family.

“My inspiration and motivation to push my business forward was that I have always really liked fashion and interacting with people, and my goal was to create a source of employment for myself and my family,” Sanchez said through interpreter Mario Rayo.

She spoke while surrounded by neatly organized racks and displays of merchandise.

Turning that vision into a lasting presence meant starting a new business in Barton County. Sanchez said the turning point came through steady community outreach and building long-term relationships with local shoppers.

“Some reflections along my journey include learning to get to know the community, and my business was able to succeed by earning the trust of my clients,” she said.

Looking to her heritage

A defining element of Yeraldi’s Boutique is its connection to Mexican traditions, which shape both the inventory and the atmosphere in the store.

Sanchez incorporates her heritage into the shopping experience by sourcing items directly from Mexico to share with the broader region.

“The way my business has managed to reflect my culture and traditions has been by trying to bring a little bit of my Mexican culture by importing merchandise from Mexico or items that represent my culture and sharing them with our entire community,” Sanchez said.

In central Kansas, Sanchez has focused on creating an inclusive shopping environment that bridges cultural and language differences.

She emphasizes personalized customer care and clear communication regardless of a patron’s background.

“The way I have managed to build my clientele and experience has been by trying to provide them with complete trust and offering service in their languages,” she said. “We have tried to overcome barriers by giving our all and receiving our customers’ full support to continue growing.”

To build deeper connections, she tailors the shopping experience to individual preferences and works to make every customer comfortable.

“To build connections and trust between our business and the community, you have to provide the best service, preferably in the language of each client, and try to understand each individual’s tastes and preferences,” Sanchez said.

While small businesses often face social and cultural hurdles, she said economic pressures have posed the biggest challenges, particularly during the height of the COVID-19 pandemic.

“I would say that, above all, the economy is the biggest challenge,” Sanchez said. “For example, we faced COVID, but even so, we tried to keep working hard to overcome economic downturns during our struggles with the economy.”

A sense of pride

Being a local business owner brings a strong sense of responsibility and pride, particularly during Hispanic Heritage Month. Sanchez sees her store as part of a larger movement of Hispanic-owned businesses contributing to the regional economy.

“Representing the Hispanic business community fills me with great pride,” she said. “We hope to have the best impact with our business, hoping that our people and community will help us reach more clients so our family business can continue to grow.”

Sanchez said local business organizations play an important role in expanding opportunities for minority entrepreneurs.

She believes groups like the Great Bend Chamber of Commerce can strengthen the local business community by increasing visibility.

“The Great Bend Chamber of Commerce can continue to help Latino business owners by giving us exposure through more advertising and helping us reach more parts of our community,” she said.

For aspiring Hispanic entrepreneurs considering opening a business in central Kansas, Sanchez offers advice grounded in hard work, faith and resilience.

“Some advice we would give to other entrepreneurs who are considering opening a business is to give it your all and never give up,” Sanchez said. “Remember that there will be bad days, but with faith and perseverance, anything is possible to get ahead. Try to provide the best service you can, and above all, stay humble.”

What’s down the road

Looking ahead, Sanchez envisions continued expansion and a lasting impact that extends across generations.

“Thinking about the next five to 10 years, my future goal is to become one of the most recognized stores in the entire community, grow more, and continue expanding,” she said. “The legacy I would like to leave is for this business to continue forward, providing the best customer service through my future generations and continuing to operate with top-quality customer service.”

Yeraldi’s Boutique is at 2515 10th St. in Great Bend. The boutique is open from 11 a.m. to 7 p.m. Monday through Friday and from 10 a.m. to 6 p.m. Saturday.

Contact the boutique at 620-282-3706, or visit its Facebook and Instagram pages.