How a Hispanic businesswoman changed the health of her business during the pandemic

Clementine Hernandez is a single mother and businesswoman. She grew very little, but always strived to give her three children a better and healthier life. It was this that led her to become certified in natural health (CNHP) and a practicing iridologist, which eventually led to the launch of her business, Naturista Clementina Hernández.

For the past three decades, Hernandez has been helping people with their personal well-being through Auriculotherapy and Chinese Herbology. However, it is Hernandez’s unmatched customer service that has helped his company thrive in such a competitive industry. She sees her clients and treats them like family, serving generation after generation. Until recently, most of Hernandez’s clients came in person to his three Los Angeles offices.

“My clients are like family to me. We have built such strong relationships over the past 30 years; however, the past 24 months have further strengthened our bond as we all have had to overcome extreme hardships,” Hernandez said. “However, this relationship continues to inspire me and move the business forward,” he said.

Like many other small business owners, Hernandez was forced to change her business model at the start of the COVID-19 pandemic to deal with massive closures. Prior to the pandemic, her entire business relied on personal consultations and speaking at health seminars, through which she attracted new clients, interacted with Hispanic communities, and promoted her services.

With both options out of the question for much of the last two years, Hernandez considered retiring and closing his shop as a last resort. However, her family of loyal customers convinced her to stay in business and move her services to an online platform to serve new and existing customers.

Building a sustainable online business powered by Chase

As the world adapted to digital tools in the midst of the pandemic, so did Hernandez. He has invested heavily in developing an online platform for his business that would allow him to build a customer base across the country. But as his business began to grow, Hernandez quickly realized that the company lacked the necessary infrastructure to meet growing demand. That’s when Tatiana Roberts, Chase Community Center Manager in Los Angeles, introduced her to Vanessa Torres, Chase Senior Business Consultant, in late 2021 to help run her business.

“Clementine’s strength and determination is an inspiration to all who meet her,” Roberts said. “He always goes the extra mile for his clients and his community, even in difficult times. She is a pillar of hope and resistance in the area and we are committed to protecting her in the same way.”

Coming from a third generation of entrepreneurs who saw firsthand the challenges his parents and grandparents faced running their own businesses, Torres was able to make an immediate impact. He connected Hernandez with a lawyer to help him protect his brand and intellectual property, and with a certified private accountant (CPA) to help him manage his company’s finances. Now, Torres and Hernandez are actively working on strategies to maximize the impact of their business on her national audience, which she herself has amassed over 45,000 followers on Instagram. They are also working on implementing an order fulfillment and inventory management system to automate part of the business.

“There are so many companies, especially those owned by Hispanics or Latinos, that face significant technology barriers,” Torres said. “I’m happy to be part of a program where I can provide the information and resources that minority entrepreneurs need, and do it at no cost to these business owners.”

According to the JPMorgan Chase Institute, small businesses owned by blacks, Hispanics and women are underrepresented among companies with significant external funding, limiting opportunities for their business to grow. The company’s new program aims to promote sustainable business growth for entrepreneurs in areas that have historically been underserved. Through this initiative, small business owners in more than 20 US cities, including Los Angeles, are receiving a Chase Senior Business Consultant to provide consulting services such as mentoring, business development coaching, resources, and financial planning. The program is free and available to everyone, both Chase customers and non-customers.

With the support of Torres and the Chase team, Hernandez is excited about the transformation of her business. Together they work towards the company’s immediate goal of opening a manufacturing facility where Hernandez plans to hire more young Hispanics to create and inspire leaders who will benefit society.

To learn more about how Chase for Business supports minority entrepreneurs in the Los Angeles area, contact Vanessa Torres, Senior Business Counsel for Chase for Business, at [email protected] or visit chat.com/businessconsultant. JPMorgan Chase Bank, FDIC member for North America.

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