Starting a small business requires dedication and creativity. The International Rescue Committee (IRC) in Salt Lake City’s economic well-being program supports a variety of small businesses to achieve success, including food catering and restaurants, childcare businesses, cleaning services, clothing and jewelry artisans, and more. Through small business ownership, entrepreneurs achieve a greater depth of self-reliance while further integrating into the local community by sharing their talents and aspirations. The IRC works to provide a number of opportunities for entrepreneurs to start, scale and sustain their businesses, including the recent New American Dream Lab! 

The New American Dream Lab is a pitch competition, sponsored by Comcast, designed to engage refugee and new American business owners to learn how to pitch their business to others in a clear, concise, and motivating way. The economic wellbeing team offers workshops and coaching to those who apply in preparation for a pitch competition, where they compete for cash prizes.  

Women's owned Small business collective
WOSB pitching their business model at the New American Dream Lab
Photo: James Roh

This year, nine entrepreneurs applied to participate in the Dream Lab process, including two pitch workshops and two pitch competition rounds. This year, the New American Dream Lab finalists included Spicy Consulting,Polynesian Creations, and Women-Owned Small Business (WOSB) Collective. During the final pitch competition, the contestants shared their innovative ways to provide services and specialties to the community. The WOSB Collective took home the grand prize after bringing to the table a unique business model for immigrant women looking to start their own small businesses.  

WOSB Collective is a destination boutique and gallery located in the Gateway Mall in Salt Lake City, where people can shop one-of-a-kind items such as dresses, activewear, swimwear, shoes, jewelry, accessories and more! Twelve distinct small businesses participate in the WOSB Collective. Their mission is lived through inspiring and supporting women-owned small businesses through the convening of power and collaboration. Andrea, the founder, started WOSB Collective just over two years ago. She saw a need for a place where women could share the same dreams of business ownership.  

Women's owned Small business collective winning new american dream lab
Andrea's goal is to make women-owned businesses an empowering experience!
Photo: James Roh

Andrea was born and raised in Colombia and lived a great life there. She graduated from university with a degree in graphic design and advertising and started a family with her husband. After eight years of marriage, he tragically passed away from cancer, and Andrea had no choice but to start from scratch, learning to navigate life on her own again. For years she designed books and took up photography until she remarried and decided to move to the United States.  

“It was a scary time in my life. My first language is not English, and I did not know anyone here. I was missing my Latino roots,” said Andrea. She began thinking about how she wanted to bring her love for her culture’s fashion to Utah, ultimately leading to the inception of her own small business, The Colombian Marketplace.  

After launching her own business, she started networking through events, chatting with Latin influencers, and getting her name out. A Latina social club of sorts started to form: a group of women entrepreneurs with similar visions for their future. When Andrea received an offer at the Gateway to open up a shop, she immediately wanted to invite the Latina social club to join! “We are like a puzzle and everyone has something they have to bring to the table,” said Andrea. 

The WOSB Collective has a unique business model because everyone is supporting and relying on one another. Business owners run the store and split costs between themselves, including rent, utilities, etc. Their collective effort has led to an empowering environment where women can work and grow together. Winning first place at the New American Dream Lab gave them strength not only as a group but also as individual owners. “It wasn’t about the prize money as much as it was about validating our vision and idea,” said Andrea. The Collective is hoping to use the money to gain more visibility in the community in order for people to know all the cool things they have going on! 

Women's owned Small business collective
Women's Owned Small Business Collective at the Gateway in Salt Lake City! 136 Rio Grande Avenue.
Photo: Andrea

From everyone at the IRC in Salt Lake City, congratulations to the WOSB Collective! To support the WOSB Collective, follow them on social media, join upcoming events such as the first Friday gallery stroll, or visit their story in person! Learn more about their store hours & where to find WOSB Collective here » 

Thank you to our judges who participate in the New American Dream Lab:

Peter Callister: Peter has been with the Small Business Development Center as a Small Business Advisor for over 10 years and is also currently the COO for Kinect Capital. In addition to his years of experience, Peter brings a passion for entrepreneurialism.

David Ezekiel Brooks: David is well-versed in the entrepreneur community due to his time as a small business owner and small business investor. He is currently engaged as the Executive Director of the Able Fund, an organization looking to change and diversify the way capital is distributed.

Emily Park: As the Spice Kitchen Incubator Program Manager at IRC, Emily works everyday in the role of an advocate for small business, primarily those founded by Refugees. Her knowledge of what it takes to create and sustain a small business made her a valuable addition to our panel.

Wendy Juarez: As last year's winner of the New American Dream Lab, Wendy brought a unique perspective. Her company, Prime Corn, has grown in leaps and bounds since last year’s win helped her to buy equipment for pop-ups and other markets. She has learned so much about the challenges of running a small business as well as the value of a good pitch and was happy to be a part of this year’s competition.

A sincere thanks to our partners at Comcast for sponsoring the capital prizes received by the finalists in support of their small businesses. Learn more about Comcast here »