From flavorful food to music that you can’t help but move to, and century-old traditions, Latinx cultures are uniquely special, and historically made up of hard-working people. It’s important to note that the term “Latinx” refers to all Latino American, Central American, Caribbean, and Indigenous people of all orientations. The roots of the Latinx community are rich and come in all colors, shapes, and sizes. All of the countries and islands that make up this beautiful community are one-of-a-kind but the Latinidad as a whole is intersectional and remarkable.
In honor of Hispanic Heritage Month, we’ve highlighted some of the Latinx-owned businesses in Hoboken and Jersey City. But make no mistake, we should not solely celebrate the heritage of the Latinx community one month out of the year, we should celebrate it every single day. Read on to learn more about some of the Latinx leaders in the area that you can show support.
See HERE for a roundup of must-try Latin restaurants in Hoboken + Jersey City.
Hoboken
718 Beauty Bar | 718 Washington Street
Photo credit: @718beautybar
Hoboken-based 718 Beauty Bar is a full-service salon that specializes in nails, makeup, waxing, and lashes. Owned and operated by two sisters, Fanairy Sanchez and Maricarmen Antigua who are of Dominican descent, this salon has quickly become a much-loved spot in the Mile Square. Fay is a professional makeup artist, certified esthetician, and licensed massage therapist, and Mary has a bachelor’s in labor relations and has always been passionate about quality customer experience.
Artist Makeup Academy | 720 Monroe Street, Suite C404 + C405
Photo credit: @jlglam
The Artist Makeup Academy (AMA) was founded by Juliette Collazo who is of Puerto Rican descent. She operates a makeup academy where students can choose from nine different makeup courses ranging from product knowledge to special occasion makeup, as well as courses in beauty and fashion. The academy also offers freelance, multimedia, and master’s programs. Non-students who are looking for professional makeup can book the artists.
Blo it Out Lounge | 1212 Washington Street
Body Balance Massage and Skincare Spa | 20 Hudson Place, 2nd Floor
Culina Health | 720 Monroe Street, Suite E-209
Photo credit: @culinahealth
Culina Health is a health business designed to support clients on their journey to a healthier life. Vanessa Rissetto is the co-founder of the company and is of Haitian descent. She is a local dietitian and nutritionist helping Hoboken and Jersey City residents make each day and meal a bit healthier. Culina’s coaching program combines evidence-based nutrition with health coaching techniques to help you understand and overcome the physical, mental, environmental, and behavioral challenges getting in the way of reaching your goals. Vanessa is also a contributing writer for Hoboken Girl, view her articles here.
EC Beauty Studio and Spa | 80 River Street, Suite 2A
Photo credit: @ecbeautystudio_hoboken
This beauty studio was founded by Erica Cerpa, who is of Puerto Rican descent. Erica started off as a skincare educator and evolved her business into what it is today, a successful spa that offers microdermabrasion, chemical peels, oxygen facials, waxing, paraffin treatments, spray tanning, dermaplaning, and more.
Gail Job Photography | Online
Gail Job is a Hoboken-based photographer who is of Puerto Rican descent. She focuses on capturing pictures of jewelry, beauty, and still life. Gail photographs for Net-a-Porter and has been published in Vogue Italia, H Magazine, and more. She will find the perfect setting and zoom into a necklace or bracelet and at times more than one piece of jewelry. Gail is also a CKO Hoboken kickboxing instructor!
Jennifer Rose Rossano of Neurotic Mommy | Online
Photo credit: @neuroticmommy
Jennifer is an author, psychic medium, trance healer, and Usui reiki master who is half Puerto Rican. She has a background in creating plant-based recipes, bhakti yoga, and meditation. Jennifer believes that being healthy is not only about the foods we eat but about the mind, body, spirit as a collective whole. Her services include reiki and trance healing, energy healing, mediumistic and psychic readings, oracle and tarot readings, aura color readings, guided meditations, and more. Follow her on Instagram for her latest recipes and spiritual tips.
JJ Paperie & Co. | Online
Photo credit: @jjpaperieco
In January 2021, Johanna Gutierrez-Griffiths who is of Peruvian descent launched her calligraphy, engraving & design studio in Hoboken. She took classes on how to use Adobe Illustrator and began building her line of stationery and products. She currently sells her cards at Bloomies Flower Shop in Hoboken and Love Locked in Jersey City. She eco-friendly paper goods, sourcing locally and eliminating plastic when possible. Johanna has a paper-good product for every occasion, including “Feliz Navidad” cards for the holidays! Check out Johanna’s creations on Instagram @jjpaperieco.
La Tiendita de Mela Fleurs | 320 Washington Street
Photo credit: @mela_fleurs
Mellissa Diaz, who is of Puerto Rican and Dominican descent, went from being a corporate girl at Vox Media in NYC to opening up her own small business during COVID – La Tiendita de Mela Fleurs or Mela Fleurs for short, a sustainable flower shop that specializes chic in dried flower arrangements. The assortment available includes hand-tied bouquets, small to large arrangements with or without a vase, wreaths, floral hoops, and more. Mel also offers custom work for weddings and events.
Law Office of Rosemarie Moyeno Matos LLC | 105 Jefferson Street, Hoboken
Photo credit: @lawrmm
Rosemarie is a business attorney of Puerto Rican descent and a second-generation Latina BNR in Hoboken. With nearly two decades of experience, she has extensive knowledge in various practice areas, including business, cannabis, insurance, environmental, regulatory compliance, and real estate law. If you are looking for an attorney that understands the risks and complexities of running a successful, legally compliant business and who offers a thoughtful, balanced, and cost-effective approach to best practices, problem-solving, and risk mitigation, she is the attorney for you.
Lions Den | 601 Jefferson Street
This barbershop is owned by Luis Lugo, also known as Junior, who is of Haitian and Puerto Rican descent as well as a Hoboken native. Luis has been a professional stylist with over 15 years of experience in the industry. The Lions Den team used to own and operate Crew Hair Studios in town, but recently rebranded and opened at its new location in town.
Little Linguists | 739 Bloomfield Street
Photo credit: @littlelinguistshoboken
Little Linguists is a Spanish immersion program daycare center for children ages 1 – 6 years. The center was co-founded by Margarita Garcia, a Hoboken BNR who is of Puerto Rican and Dominican descent. Margarita is also the Hoboken Dual Language Charter School’s (HoLa) summer camp, aftercare, and enrichment coordinator since 2010. Previously, she worked as a Unit Director at the Hoboken Boys and Girls Club, and as a co-teacher at Stevens Cooperative.
Lorraine’s House of Styles | 160 1st Street
Photo credit: @lorraineshouseofstyles
Lorraine Fred opened a salon in her hometown of Hoboken in 2000. She is of Puerto Rican descent and her expertise spans all aspects of beauty, fashion, hair, and makeup. In 2003, Lorraine’s House of Styles transformed into a teaching salon where other associates can learn how to hone their skills in color, corrective color, creative color, cut, and styling. In 2019, her salon was recognized as health-conscious for implementing environmentally friendly practices. The salon offers hair services for women and men, including textured hair; makeup, eyelashes, and eyebrow services.
Mint Market | 303 1st Street, Hoboken + 339 Grove Street, Jersey City
Photo credit: @valerieduardo
This clothing boutique is in its own league. The founder Valerie Duardo, who is of Cuban descent, opened the doors to her popular shop in 2013 and it’s been a local favorite ever since. Mint Market has locations in both Hoboken and Jersey City. Customers can find the shops lined with the latest trends that are perfect for a day look or night out on the town. The best part is that the shop also carries rare vintage clothes and accessories from brands like Chanel, Gucci, and Prada. The boutique’s Instagram page is definitely worth a follow for its amazing inspo!
Muñeca Mullins Studio | 51 Harrison Street, Suite A504
Photo credit: @muneca_mullins
Muneca Mullins Studio is a full-service creative space that allows you to revitalize your appreciation for yourself and/or your brand. The owner, Danielle Mullins who is of Ecuadorian descent, is spirited and full of vibrant energy that will help bring out the best in your brand. Her studio offers everything from styling techniques through clothing and interior design, to rebranding through photoshoots and e-commerce sites. She can revive, beautify, and restore your love for your craft, whatever that may be. So if you’re thinking about taking your brand to the next level, this is your safe space.
Rexer Gallery | 636 Washington Street
Photo credit: @walterjohnrodriguez
Hoboken’s newest contemporary art gallery was founded by Walter John Rodriguez who is of Cuban descent and Aaron Boucher. He and Aaron opened Rexer Gallery in the fall of 2020 and it’s already becoming a local favorite. Currently, Walter is producing a series titled “Cold Front” that consists of realistic figure portraits that attempt to present a psychological portrait without showing faces. Art-lovers can view Walter’s works at Rexer. “To me, the title ‘artist’ begins and ends there because to admit to being a ‘Latino artist’ is to allow a small degree of division in contemporary art in a time when we need unity. To me, art is the last remaining gift and purely universal platform that exists to heal the world,” says Walter.
Roig Collection | 257 1st Street
Photo credit: @roigcollection
Chances are if you’ve ever visited the W Hotel, walked past the public tennis courts, or attended the Arts + Music Festival, you’ve come across Ricardo’s art. Ricardo Gesualdo Roig is a local artist of Cuban, Venezuelan, and Dominican descent and he is best known for his signature hand-cut prints. He is the artist behind the Michael Chang mural at the HHS tennis courts, and “Hoboken Color”, the masterpiece on the side of Napoli’s Pizzeria located at 133 Clinton Street. Ricardo has a ground-level gallery showcasing his works in the W Hotel, as well as a studio on 1st Street. Neighboring towns Jersey City and Westfield have tapped Ricardo to design and execute murals there as well. Shop his latest works on his website.
Sparrow Wine & Liquors | 126 Washington Street + 1224 Bernard McFeeley Shipyard Lane
Sparrow is owned and operated by Armando Luis who is of Cuban descent. The mission of the Hoboken-local wine and liquor store is to bring Hudson County the world’s best and most interesting wines and spirits along with an emphasis on value. The company was founded during prohibition in 1922 as Sparrow Cigar Company in bustling downtown Hoboken. By the start of the war, the store had become one of the leading tobacco retailers in the state and had expanded into liquor. The Luis family bought the store in 1977, by which time liquor was the bigger part of the business. When son Armando took over the operation in 1986 the emphasis shifted to fine wine. During the 90’s the store was acclaimed as one of the finest wine shops in greater New York by major wine and food publications. In 1999 the flagship store opened on the renovated Hoboken northern waterfront at the old Bethlehem Shipyards with 6000 square feet and a beautiful view of Manhattan. Today the store remains one of the leading and most respected wine and spirit merchants in New Jersey.
Spesh | 932 Washington Street
Photo credit: @thespesh
This barbershop was founded by Steven Louis Torres who moved to Hoboken from Newark and is of Cuban and Spanish descent. He comes from a family of entrepreneurship and is proud to represent his Latino community as a local business owner right here in the Mile Square. Spesh is gender-neutral and has a dope vibe with a modern feel. The menu is based on the length of your hair (short, mid-length, and long), so that people of all genders and identities can get the style and look they want. Bonus, virtual consultations are now possible, so if you’re looking for a change but not ready to hit up the salon just yet, meet with a stylist over a video call to discuss your goals.
Studio 17 Cosmetics and Wellness | 601 9th Street
Photo credit: @studio17cw
Studio 17 is a full-service, concierge aesthetic practice providing a wide range of services. The founder, Dr. Briza Walter, is of Brazilian descent. The studio accommodates every client by customizing the treatment program that best meets your individual need, schedule, and budget. The design of the studio is intended to welcome patients to a relaxing and enjoyable experience while offering an array of services. Botox, lip and cheek fillers, vampire facials, and non-invasive ultrasound lifts are just a few of the beauty services the studio offers. The team is made up of two Latinas, the other half being Grace Sibilia, the in-house esthetician, who is also of Puerto Rican descent and is originally from Hoboken.
The Co. | 632 Washington Street
Erica Alvarez Castro, who is of Spanish descent, had worked as an architect and interior designer at other companies for several years, but her job lacked a healing aspect that she was looking for. In true carpe-diem style, Erica seized the moment in the middle of a global pandemic, quit her job, and opened her own business, The Co. The product assortment consists of home decor, accessories, and jewelry, and most of the products sold in The Co. are made by local designers or sustainably sourced brands. When choosing her assortment, Erica focuses on what makes her home happy and tries to find local artists and vendors that fit that need.
The Cupcake Carriage + The Ellinnet Cake Collection | Food Truck + Online
Photo credit: @thecupcakecarriage
The Cupcake Carriage is the latest venture of Tennille Ortiz who is of Puerto Rican descent. Tennille feels that growing up in Spanish Harlem was the best way to embrace her roots and prepared her for what her true purpose is. She is a self-taught cake designer who specializes in custom fondant cakes, cupcakes, and confections. The Cupcake Carriage was originally a cupcake decorating birthday party service for kids, but in light of COVID-19, Tennille switched gears and transformed the truck into a mobile bakery that can be found on Sinatra Drive throughout the week.
The DIY Joint | 51 Harrison Street, Suite #A207
Photo credit: @thediyjoint
This workshop is the perfect place to put your handyman and handywoman skills to test. The DIY Joint is owned and operated by Priscilla Van Houten, who is of Puerto Rican descent, who founded this local spot from a determination to give others an exciting, fun, and empowering experience while building a community of makers and creators. Fret not if you don’t have a personal toolbox: the studio has professional-grade tools and equipment in-house. You can learn the craft of woodworking from friendly, expert instructors, taking the guesswork and fear out of using power tools.
Trim | 302 1st Street
Photo credit: @trimhoboken
Trim is a full-service barbershop owned and operated by brothers Daren and Leo Coto. Originally from the Mile Square, they are of Dominican and Honduran descent. Daren began his journey by cutting friends’ hair in high school. Trim barbershop is popular among residents, and brings back the lost art of a hot towel shave, while still catering to the modern man. Daren, Leo, and their sister Yasmin are the founders behind Hoboken’s first public fishing club that recently launched.
Whiskers and Leo Pet Care | Online
Jersey City
Beauty Within Hair Salon | 96 Central Avenue
Photo credit: @beautywithinhairjc
This hair salon is operated by Marsha Agusto, who is of Puerto Rican descent. Beauty Within offers full hair and nail services for women, as well as a barber section for men with the well-known professional barber and Jersey City native, Rennie Sosa, who is of Dominican descent. In the wake of Hurricane Maria, Marsha raised money to fly to Puerto Rico to provide free hair services to locals who were affected by the devastating destruction.
Crema | 1 Duncan Avenue
Crema coffee shop is owned by Frederico who is of Argentinian descent. The shop was opened in 2018, something Frederico always wanted to do. he treasures the opportunity to open his doors every morning and welcome locals into what he calls his living room. Crema specializes in coffee drinks, small cafe bites including Argentinian empanadas, desserts, and ice cream.
Cupcakes By Jeannie | Online
Cupcakes by Jeannie is a pastry business that also operates out of a food truck that parks in Jersey City, mainly in the downtown area or McGinley Square. The business is owned by Jeannie Colon and operated alongside her sister Sonia Vasquez, who are of Puerto Rican descent. The Jersey City BNR sisters create unique cakes, cupcakes, cake pops, and other treats for personal and corporate celebrations as well as holidays. The truck carries cupcakes of all flavors, some of which include tres leches, dulce de leche, salted caramel, chocolate cookies and cream, and much more. Pro-tip, don’t miss out on the holiday kits that are perfect for any age! To locate the truck, follow the sisters on Instagram, as they post where they are parked on a weekly basis.
Doody Free Girl | 189 Brunswick Street
Photo credit: @doodyfreegirl
Doody Free Girl is a colon hydrotherapy practice founded by Jen Gonzalez, who is of Cuban and Chinese descent. Jen administers gravity colonics, a fast and gentle way to detox your bowels. On her website, she blogs about her bathroom experiences for the sake of helping readers combat bathroom anxiety and inspire them to just let their shit go. Additionally, she hand makes “Bathroom Soy Travel Candles” scented with lemongrass essential oil and complete with “Doody Free Girl Shit-Anywhere” matches.
EOC Technology Innovations, LLC | Online
Business owners who are seeking application writers, security technology installation, or post-license security compliance audits, look no further, Aida Colon-Sanchez of EOC Technology Innovations is your gal. Aida is of Puerto Rican descent and is the former Deputy Coordinator for the City of Jersey City Office of Emergency Management/Homeland Security. She was the first Latina to hold that role, which she held for over a decade. Her business is a minority, woman-owned technology company that focuses on public safety technology that includes surveillance cameras, 911 communications technology, body temperature cameras, and access control. In the last four years, she has integrated her public safety technology experience within the cannabis industry application security writing.
EVOLVE![™]()
Design Company | 83 Hague Street, Suite B1
Photo credit: @evolvedesignco
EVOLVE
Design Company is an independent, full-service brand strategy and design consultancy that specializes in working with startups, businesses, and brands to gain a competitive advantage in the digital marketplace. The company is owned and operated by Ezekiel Rivera, who is of Nicaraguan and Dominican descent. EVOLVE Design is part of the EVOLVE family of companies which also include EVOLVE Print and EVOLVE Sourcing. As an organization, EVOLVE is a one-stop shop for brand strategy and development, strategic design, purpose-driven marketing, and specialized product development needs.
Find & Revive | Online
Jersey City BNR’s and childhood friends Kristian Herrera of Colombian and Guatemalan descent and Paige Rosales of Ecuadorian and Irish descent, fulfilled their dream of opening their own vintage online shop, Find & Revive. They officially launched the online store in July 2019, and have also been curating vintage pieces for Mint Market. They sell clothing that is unique and versatile.
Hybrid Coffee | 110 Cambridge Avenue
Photo credit: @drinkhybrid
This coffee shop started off as a chic coffee truck, and due to it being wildly successful among residents, Evan Santiago, a Hoboken BNR, was able to open a brick-and-mortar location. Evan created the small menu himself, as well as handpicked and sometimes handcrafted every piece of furniture. Almost every dish on it reflects his personal and thoughtful approach. There is a “sopa,” he makes that consists of chicken soup loaded with celery, carrots, onions, kale, and plantain — a hybrid of Tuscan bean stew and Latin chicken soup, and a salute to his own Puerto Rican and Italian heritage.
Jacklyn Lune Photos | Online
Photo credit: @ashleyjacklyn.c
Ashley Jacklyn is a Jersey City-raised and based photographer who is of Puerto Rican descent. Her photography is mainly focused on fashion and editorial work, lifestyle and stylized portraiture, and skin retouching. Jacklyn works with small businesses to create awesome content for their social media. She also has a mental illness called Generalized Anxiety Disorder that she openly talks about on her personal Instagram account @ashleyjacklyn.c.
KLADO – House of Brigadeiros | 232.5 Pavonia Avenue
Jen Prado found a way to do something that she loves and is passionate about, all while paying homage to her Brazilian roots. Jen and her husband Jessie opened up KLADO, where she recreates her mother’s brigadeiros (Brazilan truffles) with a modern and eye-catching twist. Jen’s mother and father were her inspiration to start her own business. She has already been successful in opening her shop as well as being featured on the Discovery Channel’s “I QUIT” TV series.
Margo Designs | Stadium Plaza Shopping Center at 321 Route 440
Margarita (Margo) Gonzalez opened her design boutique after working in the industry for years. She was a district manager at Armani Exchange in Soho NYC for eight years, then she moved to TopShop, where she was able to train in the UK and study design on the side. Margo always had a passion for designing but never pursued it until COVID. She launched Margo Designs Boutique as a “shop within a shop” inside Sayallures Boutique in Jersey City on October 30th, 2020. She later launched her kid’s collection on November 7th. Top sellers in the boutique are the tie-dyed and stenciled sweatsuits, and graphic sweatshirts.
Midnight Market | 210 Hudson Street
Photo credit: @midnightmarketevents
The very popular indoor Midnight Market was founded by Jersey City natives Perla Nieves and Alysis Vasquez who are of Dominican descent. Foodies, if you haven’t already been to The Midnight Market, make sure you buy tickets to the next one! Launched in 2016, the 21-and-over event takes place in the Harborside Atrium from 6:30PM-10PM and pre-COVID, it took place bi-monthly, featuring about 20 rotating food vendors for $5 or $7 a pop for each vendor’s food-tasting option. The event was hosted indoors during the winter months so that food vendors without a brick-and-mortar location have a space to showcase their goods. If that isn’t enough to entice you, there is a live DJ spinning music all night. Recently, this duo hosted the 4th of July fireworks food fair!
More Life Cafe | 191 Mallory Avenue
This spacious vegan food spot is owned and operated by Marcell Portes, who is of Dominican descent and grew up in Jersey City. His mother owns a staple Dominican restaurant in town as well, El Sol Del Caribe. There is something for everyone here, even non-vegan eaters. Most of the food consists of plant-based items and comfort food faves like mac and cheese.
Paloma Salon | 373 3rd Street
Photo credit: @palomahairjc
This chic salon brings Manhattan-style to the Chilltown area with relaxing, desert-like vibes, and affordable prices. Paloma was founded by Gisella Amaya who is of El Salvadoran descent and her husband Ken. The salon offers an array of cuts and colors for both men and women, including balayage, a dimensional look that can carry clients for months without having to touch up, as well as smoothing and keratin treatments that are formaldehyde-free, extensions, and regular and barber cuts.
Plus Thrift JC | Online
Megan who is of Guatemalan descent with Mayan Roots is a full-time social media manager for local businesses and co-founder of Plus Thrift JC. Her business partner Julie is also a Latina of Salvadoran descent. Plus Thrift JC curated plus-sized vintage clothing and accessories. Most items land between $15 to $25 and can be picked up locally or delivered nationally.
Salsa Fever on 2 | 83 Franklin Street
Photo credit: @sfon2
Salsa Fever On2 is a Salsa dance academy that was founded in 2000 by Mario Gonzalez, who is of Puerto Rican and Cuban descent. Mario was born and raised in Hoboken and later moved to Jersey City with his wife Yvelisse. The academy offers dance classes to Hudson County locals with a structured curriculum that is conducive to all dance levels and offers classes for all Latin dances. His main intention for the dance studio is still to inform the students and give them the proper awareness of the history and keep to the authenticity of salsa dancing.
Sw3at Sauna | 172 Newark Avenue, Jersey City + 89 Hudson Street, Hoboken
This popular sauna studio is owned by veteran Alyza Brevard-Rodriguez who is of Puerto Rican descent and her wife Tamiah Rodriguez who is a Hoboken native. Each suite is comfortably spacious with plenty of towels, complimentary Wi-Fi, reading materials, and a towel cooler filled with lavender-infused towels, and water bottles. Every sauna is also equipped with built-in Bluetooth systems should you want to listen to music during your session. During a session, you’ll enjoy the benefits of a complimentary added service called chromotherapy (also known as color therapy) which helps to regulate any emotional and mental imbalances.
Tails on Trails | Online
Photo credit: @tailsontrailsllc
This pet care company is a Latina-run business that was founded by Judy Nunez who is of Dominican descent and a self-proclaimed pet-lover since birth. Tails on Trails has offered services to the Jersey City community since 2012, everything from daily small-group dog walks to private cat boarding services. In her spare time, Judy has been a stage manager for the local Jersey City arts community.
The Law of Donutgineering | 7 Bleecker Street
Owned and operated by couple Eddie Alfonso who is of Cuban descent and Flavia Carballo who is of Argentinian descent, The Lodge specializes in unique doughnuts. The biomedical engineer and a lawyer realized there was a need for decadent craft doughnut spots in the area, so they decided to launch their own shop. Patrons can find flavors like coquito, flan, chocolate, and more.
Vegan AF | 291 Central Avenue
This vegan, plant-based restaurant is owned and operated by a girlfriend/boyfriend duo, Norma Perez, and William Toledo who are of Ecuadoran descent. Both Jersey City residents, Norma came to the United States in 1998 at the age of 18 and has called Jersey City home ever since. The concept for Vegan AF came together when long-time friend and mural artist David (@distort) painted “Vegan AF” on the storefront, the rest was history. Vegan AF serves up breakfast and brunch all day, a “create-your-own” salad option, and 10 signature burgers, with customer favorites like hot jalapeno and guacamole burger, the teriyaki burger, and the Hottie from The Heights Burger.
Yahaira’s Hair Creation | 222 West Side Avenue
Photo credit @yahaira_hair_creation
Yahaira, who is of Dominican descent, has been cutting, styling, and coloring hair in Jersey City for many years. Her salon offers several hair services for women and girls including cuts, styling, coloring, extensions, highlights, balayage, relaxer, and keratin treatments, as well semi-permanent makeup treatments such as ombre brows, microblading, microshading, ombre lips, aquarelle lips, eyeliner, and lash lifts. You name it, her salon can do it!
The post Latinx-Owned Businesses to Support in Hoboken + Jersey City appeared first on Hoboken Girl.
