Rebuilding a Legacy
Salustria Lara and her daughters in Lara’s Bakery 3 in Marshalltown, Iowa. Photo by Tar Macias for JEFAS Magazine.
By Joaquin Ramirez
Latinx entrepreneurs are a source of inspiration for the business world. Their journeys are a testament to success, passion, and innovation. Their achievements contribute to our economic landscape, and their unique perspectives inspire others to chase their dreams. In the heart of Marshalltown stands Lara’s Bakery 3, a thriving, diverse, Latina-owned business that overcame challenges and setbacks to blossom into what it is today.
The Lara family bakery has been around since the late 1960s when Raul Lara, Javier Lara’s father, established it in Mexico. Javier Lara brought the business to Des Moines and, with the assistance of his siblings, opened their first location. This location is still running today, under the management of Javier’s siblings. Based on their bakery’s success in Des Moines, Lara opened Lara’s Bakery 2 in Marshalltown in 2006. The family envisioned serving the community in the downtown area, so Lara purchased two locations intending to merge them into a single business. With the help of his wife, Salustria, they accomplished that goal.
Overcoming Adversity: The Tornado That Changed Everything
After the grand reopening of the newly renovated Lara’s Bakery 2 in April 2018, the downtown area was filled with the inviting aroma of freshly baked confections. Unfortunately, just three months later, an infamous tornado swept through Marshalltown and caused significant damage to many homes and businesses, including Lara’s Bakery 2. Owners Salustria Lara and her daughters Gabriella Lara and Patcy Castillo experienced the devastation firsthand. Fortunately, they took shelter in a small office, and no one was hurt. But their business wasn’t as lucky.
Fighting Against Fraud: The Battle to Rebuild
The Lara family put in a lot of effort to reconstruct their building after the destruction caused by the tornado. Unfortunately, like many others in the community who were trying to rebuild, they became victims of scammers who preyed on their desperation to restore what they had lost. A fraudulent contractor took advantage of their dire situation, making their task more challenging. After months of going back and forth with their plans, little progress was made. The city issued an ultimatum, giving them a specific time frame for completion. Unfortunately, they discovered their contractor had scammed them and taken their money. Therefore, complying with Marshalltown’s deadline was impossible. The city seized their property.
However, the women weren’t going to give up that easily. Gabriela and Patcy approached the obstacle before them with determination. Driven by their passion for continuing their family legacy and the desire to honor their parents’ success, they understood the challenges and were determined not to let their hard work go to waste. The focus turned to their original location, revamping it to meet their needs and growth.
Despite facing challenges from natural disasters and a worldwide pandemic, the Lara women persevered against pervasive stereotypes, proving their strength in adversity. “Being a Latina woman, it is not easy because they do not take us into account much; they think we do not have the skills to maintain and manage a business,” shares Patcy. Latina business owners encounter skepticism and discrimination, with stereotypes often undermining their credibility and progress.
A United Family: The Strength Behind Lara’s Bakery
The Lara sisters successfully reopened Lara’s Bakery 3 after reclaiming their initial Marshalltown location. They each have distinct roles in managing the business. Gabriella is responsible for overseeing retail operations, store production, and uses her artistic skills to decorate cakes. Patcy, on the other hand, is responsible for product distribution, quality assurance, and networking. The sisters work in unison with the assistance of other family members, such as their husbands and their brother Javier Lara Jr., who learned the recipes from his father passed down from his grandfather.
The family feels gratitude to their loyal customers in the Marshalltown community and beyond while encouraging Latina business owners to pursue their dreams. “I know it is not easy, much less at this point, because there are already many obstacles after COVID-19. Maintaining a stable business is difficult. I simply advise you not to give up; always be positive,” encourages Patcy.
