Editor’s note: In October, the Great Bend Chamber of Commerce celebrated Hispanic Month. As part of that observance, the Chamber recognized three of its members with Hispanic ownership. This is one in a three-part series showcasing these businesses.
Nestled on the bustling thoroughfare 10th Street, Yeraldi’s Boutique has built a reputation as a welcoming destination for fashion enthusiasts in Central Kansas. Offering a carefully curated selection of trendy men’s and women’s western wear, hats, boots, clothing, jewelry and accessories, the store caters to a wide spectrum of styles, ranging from casual everyday staples to elegant evening attire.
The spotlight on the family-owned store coincides 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, surrounded by neatly organized racks and displays of the diverse merchandise.
Transforming that original vision into a lasting retail presence required navigating the complexities of establishing a new venture 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 on display and the atmosphere within the store. Sanchez actively incorporates her heritage into the retail 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.
Operating in Central Kansas, Nereyda 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 foster deeper connections across the area, she tailors the retail experience to individual preferences while ensuring every customer feels 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 noted that economic pressures have posed the most significant challenges during her time in business, 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
Serving as a prominent local entrepreneur brings a strong sense of responsibility and pride, particularly during Hispanic Heritage Month. Sanchez sees her storefront as part of a larger movement of Latino-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 highlighted the vital role that local business organizations play in expanding opportunity for minority entrepreneurs. She believes groups like the Great Bend Chamber of Commerce can further strengthen the local business ecosystem through enhanced 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 launching a business in Central Kansas, Sanchez offers straightforward 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," Nereyda 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 toward the future, 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 located at 2515 10th St. in Great Bend. The boutique is open Monday through Friday from 11 a.m. to 7 p.m. and Saturday from 10 a.m. to 6 p.m. Contact them at 620-282-3706, or visit them on Facebook and Instagram.
About the Great Bend Chamber of Commerce
The Great Bend Chamber of Commerce serves as the leading visionary advocate and voice for the local business community, dedicated to enhancing the economic climate of the Great Bend area. Through a strategic focus on business advocacy, community marketing, and future-forward investment, the Chamber fosters an environment where existing members can reach their goals while new enterprises are welcomed and empowered to grow. By delivering high-value services and cultivating vital partnerships, the Great Bend Chamber remains committed to providing its members with the best possible impact for their investment and ensuring a thriving, connected marketplace for all. Visit greatbend.org.