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Pedro Miguel Hernandez stood over his workstation, making sure his clippers were neatly arranged and a fresh cape hung on his barber’s chair. He had trimmed a client’s hair earlier that morning, promptly cleaning up in case another walked in.
Walk-ins were becoming a regular occurrence, one Hernandez chalked up to the tall windows facing the street. Any passerby could be inspired to enter after taking a peek inside. But in the two weeks that La Sombra had been opened, at least 20 of his “regulars” had already come in for a haircut.
They’ve all been loyal to him as their barber, he explained with pride, following him through multiple barbershops in the area as he worked to start his own business.
He picked up a baseball, still in its original box. A client had brought it to New Bedford after a visit to the Dominican Republic, Hernandez’s home country. “He also brought me Mamajuana” — a spiced Dominican alcoholic beverage — “and two bottles of rum I gave away since I don’t drink.”
Bachata blasted from a speaker as Hernandez paced around his workstation, listing other gifts that clients had brought him: takeout, coffee, memorabilia.
“I have my own barbershop in the Dominican Republic,” Hernandez said, “but my dream has always been to open up shop here.” Now, five years after Hernandez came to the United States, La Sombra, at 44 W. Rodney French Blvd., celebrated its grand opening on March 22.
But the process of opening his business has not been easy.
“We come here without understanding English, so it becomes harder to interact with, say, the city,” he explained. “They want to help out, but if you don’t speak the language, it makes it that much harder.”
Hernandez’s story is common among Latin American immigrants. Many come from their countries hoping to achieve the American dream, yet have a rude awakening about what it’s truly like to be an immigrant entrepreneur.
Guelmie Santiago, owner of Santiago Professional Services, a Latino-focused tax preparation firm in New Bedford, knows of approximately 40 would-be entrepreneurs who wanted to open their own businesses last year. She estimated that only 50% of them succeeded.
Santiago explained that the process of opening a business can be extremely complex, leading some entrepreneurs to defeat. “A business without foundation is just set to fail,” she said. “It’s not good enough for you to do just the profession if you don’t know how to organize, if you don’t know the regulations, if you don’t know the insurance.”
The process of opening a business in New Bedford varies widely by enterprise, but every person starting out must begin at City Hall and register for a business certificate.
The application requires the business owner’s name, address, a $40 fee, and a statement indicating whether they have employees. If the business does have employees, workers’ compensation would also be required.
Santiago recommends that everyone starting the process first apply for an Employer Identification Number. The fastest way to do so is through the IRS website. For this, applicants need either a Social Security number or an Individual Taxpayer Identification Number (ITIN).
Another recommendation from Santiago is to create a separate bank account for the business to keep track of financial transactions in a more efficient way, and to consider insuring the business.
If an entrepreneur is seeking to open a Limited Liability Company (LLC) or a corporation, the process differs. Massachusetts requires both to be registered with the Secretary of the Commonwealth for a Certificate of Organization and a fee of $500.
Santiago said that starting a restaurant is more complex. “You have to go to the City of New Bedford and go through a building department process, which is not easy or helpful, and not in Spanish.”
For restaurants, the next step is to file for certification from the Health Department, which Santiago explained is where she sees most Spanish-speaking entrepreneurs struggle. She stressed the importance of understanding the requirements and guidelines.
Adrián Ventura, executive director of the Centro Comunitario de Trabajadores (CCT), has seen people deterred from starting their own enterprises and worries about immigrants from rural areas, who have a harder time understanding American laws and the ever-changing system.
The changing political climate has created further barriers for those looking to start their own companies. In June of 2025, the U.S. House introduced the American Entrepreneurs First Act, which would require applicants for loans from the U.S. Small Business Administration (SBA) to submit proof of legal documentation. On March 9, the SBA implemented a policy banning foreigners from receiving SBA-backed business loans.
Jesus Hernández and his wife, Liset, came to this country from El Salvador with the shared vision of opening their own restaurant, only to face these challenges.
“This is a dream we’ve shared, and we understand it doesn’t happen overnight, that it takes effort, sacrifice, time, and work,” said Liset Hernández.
In 2021, the couple opened their first food truck, El Punto Del Sabor, bringing locals the comfort of cuisines from El Salvador and “sister” countries Honduras and Mexico. By 2022, they were running two food trucks, and by the end of that year, they began the process of starting their own restaurant.
While getting their food trucks started wasn’t a challenge, starting the restaurant brought an unexpected hurdle.
“As an immigrant, it’s not so simple to get credit to buy real estate,” they said.
Like Liset Hernández, many immigrants seeking to open their own businesses are halted by their status. The couple was turned away by multiple banks due to their mistrust of Liset’s work permit status at the time.
“Among the issues we face as Latino immigrants, I think that was a little harder, finding a bank that would support us, knowing that we weren’t citizens.”
Eventually, the couple found a bank that supported their vision, and Liset became a U.S. resident. Through a year and a month of applying for loans and getting certifications, they finally saw their work come to fruition. El Punto Del Sabor restaurant, at 128 County St., held its grand opening on Dec. 16, 2025.
Immigrant business ventures also face a new challenge: because of fear of detention and deportation, many Latinos in New Bedford have cut back significantly on their recreational activities and participation in local commerce since the beginning of 2025.
“I think activities in barbershops have gone down by 50%,” said Pedro Miguel Hernandez. “I have clients I haven’t seen in six months; I don’t know what’s become of them.”
Santiago has witnessed the same. “People are definitely holding back in doing things. Everything is uncertain, and you can tell that people are just slowing down, waiting to see what’s gonna happen.”
Yet in the face of political turmoil, people are still finding ways to frequent businesses. “We are very grateful for the support from our community,” said Liset Hernández. “Some of our clients have been customers since we started with our food trucks.”
At his barbershop, Pedro Miguel Hernandez feels secure knowing he has a loyal community behind him, ready to support his dream.
“I come from zero, I had nothing. And I came to New Bedford, and I have been blessed here.”
Maria José Membreño is a journalism intern from Emerson College. Email her at mmembreno@newbedfordlight.org.
