Meet Jefa: Lucy Ortega - By Lucy Ortega

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Meet Jefa: Lucy Ortega

I am a first-generation Latina + serial entrepreneur. I run my food businesses – Sierra Mexican Cuisine - and coach other first-generation individuals who have dreams of monetizing their gifts.

I was born and raised in South Central Los Angeles, where I experienced both emotional and financial instability. I was instilled with the belief that education would be my ticket “out of poverty", so I dove deep into my studies in search of that “golden ticket.”

I attended Wellesley College, just outside Boston, Massachusetts. After graduating, I embarked on a five-year journey as a secondary science teacher in South LA. While teaching, I accidentally began to pursue entrepreneurship.

My grandfather’s health suddenly deteriorated, and I witnessed the emotional toll it took on my father, who was unprepared financially to deal with the situation. Seeing my father struggle with both the emotional and financial burden made me realize that I didn’t want to go through the same challenges. So I began building my first business that has evolved into multiple businesses. 

There has been a lot of trial and error as the first in my family to build and scale a business. Despite, my mom being the queen of side hustles, she didn’t understand the importance of leveraging social media or how to navigate the paperwork behind “legitimizing” a business.

I also struggled with the decision of leaving my stable teaching career to pursue my food business full-time. I knew that my mission as an entrepreneur was greater. I'm now helping YOU become the confident CEO you are meant to be.

Learn more about Lucy's work:
Check out Lucy's BRAND NEW Website: www.bylucyortega.com

Connect with Lucy on IG: @bylucyortega @sierraguisados @sierraonsouthgate

Buy Lucy's Recipe E-Book: Sierra Recipe E-Book

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Lucy's transformative journey from a teacher to the founder of renowned businesses like Sierra Mexican Cuisine and Sierra Guisados shows the power of resilience and determination. We dive deep into her pivot from money coaching to business coaching, driven by her passion to empower first-generation women and Latinas to overcome their financial fears and build successful ventures.

Lucy shares the emotional rollercoaster of starting a cafe from scratch amid personal and professional upheavals. Inspired by my mother's street food business, she took the leap from teaching to follow my passion for entrepreneurship, even cashing out retirement savings to fund the dream. This episode explores the challenges and rewards of running a food business, highlighting the importance of perseverance, self-belief, and the invaluable lessons learned along the journey.

Lastly, we explore the significance of building a legacy through cultural heritage and the importance of celebrating milestones, no matter how small. We discuss the mental health impacts of going viral and the complexities of maintaining our roots while managing a modern business. Lucy also shares exciting details about her upcoming cookbook project, a heartfelt tribute to

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