Resilient Latina Entrepreneurs
in New Mexico Thrive During Pandemic
By Christine Bolaños
Business owners in New Mexico, like the
rest of the country and world, have been
impacted by the pandemic in drastic ways.
Some have been forced to close up shop while
others have had to pivot from the service or
product they offered before the coronavirus struck.
Women of color are at particular risk of losing their
jobs, becoming victims of domestic violence, and
balance overwhelming responsibilities amid social
and financial burdens caused by the pandemic,
according to the New Mexico Women organization.
But the countless Latina business owners of New
Mexico are a resilient force who have found ways to
thrive in 2020.
Resiliency isn’t a new character trait for Tina
Cordova, president of Queston Construction, Inc.,
who first made her mark in the industry nearly 30
years ago when women in her field were scarce.
When the government declared construction
workers essential last spring, it meant Cordova and
her team could continue working, but not without
new challenges. Estimates for projects had to be
done outside potential clients’ homes, Cordova had
to figure out how her employees could repair roofs
while socially distanced and new safety measures
were put in place to minimize the risk of contracting
or spreading COVID-19. Commercial roofing
clients are keeping Cordova busy but homeowners
are hesitant to spend money on their homes when
there is so much economic uncertainty in their lives.
“To be successful, you have to have resources
to fall back on so savings are important and so is
your relationship to your bank,” Cordova advises.
“It’s always about how you’re able to pivot your
business, but it’s also about keeping your business
capitalized properly so that when there’s a
downturn, you’re financially sound enough to
access the resources you need to survive.”
Unprecedented times shouldn’t deter Latinas
from running a business even if it looks different
from what they envisioned.
Tina Cordova, President, Queston
Construction, Inc.
“Latinas get paid less than any other women
and we don’t tend to advance like other people. The
risk of starting a business to me is almost
negligible,” Cordova says. “Latinas have historically
employed people in New Mexico and I also believe
many of us understand where we come from and
we incorporate that into everything we do.”
For example, Cordova’s team ensures it stands
out by putting together gift bags for residential
roofing clients that include chips, magazines and
other items that cater to the Hispanic market.
“This way we contribute to the economy in big
ways and also contribute to our culture by ensuring
we’re carrying it on,” she says.
Cordova is proud to see Latina business
owners in every industry, including historically
male-dominated industries like construction and
technology. When she was starting out, she was one
of the very few women in construction, and became
a role model and pioneer for the women who
followed. She previously served as president of the
Synthia Jaramillo, Director,
Economic Development in Albuquerque
City.
IRS Senior Stakeholder Liaison Lelah
Martinez.
New Mexico Roofing Contractors Association, where
she was the only female member for several years,
and advocated for competitive wages for roofing
industry workers.
28 www.latinastyle.com LATINAStyle V ol. 26, No. 5, 2020
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