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By Crystal Hernandez
When Alison Mejia first opened the doors to Diosa Collective, a beauty and wellness studio in Long Beach last April, she wasn’t just bringing her vision to life but also creating a safe space for Latina women to feel seen and empowered. Clients don’t just come for the beauty and wellness services; they come to build connections. As a licensed esthetician who is passionate about her heritage, Mejia, 35, is determined to build something stronger than just a business. She has set out to build a community.
For many Latina women, prioritizing wellness can feel like an unattainable luxury rather than essential. Within the Latino community, seeking out methods of self-care is often viewed as a luxury and not a necessity. However, it can be very difficult to carry on with the pressure to remain strong all while juggling work, family and personal responsibilities.
Diosa Collective is located in the Lakewood Village neighborhood of Long Beach. The space offers a place where women can invest in their well-being, do something good for themselves unapologetically and become part of the community that Mejia is dedicated to building. Mejia first started in a small studio offering waxing services inside her mother-in-law’s hair salon in the city of Hawaiian Gardens.
“I always wanted to have a space where you can have a collective of other women wanting to kind of empower each other,” Mejia said. “The concept originally had started with a space for mixers or small gatherings with friends and family and I was like ‘oh, this space actually has like a room in the back’. I can be doing my wax services.”
Mejia said that she originally considered setting up beauty stations that other beauticians can rent. “If we can help each other out and build a space where people feel comfortable coming in, that was the point behind what I was trying to build.”
At the beginning, Mejia was faced with a minor setback when trying to open the studio last January. At the time, the devastating Eaton Fire was going on in Los Angeles County. “It was really hard to open because we couldn’t get insurance,” Mejia said. “So that kind of put a stop on everything, we couldn’t even get the keys to the space until we were for sure insured by somebody.”
Mejia finally got the keys in mid-February and with the help of her husband and family, she was finally able to kick-start bringing her studio to life. “It was just me and my husband, we did everything ourselves,” Mejia said. “There’s no money behind it, it’s literally just us with a little dream and trying to make something out of nothing.”
Located in Norse Way Village, an area known for boutiques, restaurants, and beauty salons. Diosa Collective was faced with judgment from neighboring beauty shops for being “another beauty shop” in the area.
“Well, we’re different. For one, we’re Latina-owned.” Mejia said. “Secondly, we’re trying to just represent a space, a safe space for all Latinas and men.”
Eventually, Mejia noticed the need to stand out and add something different to the studio. That is when she started offering pilates sessions at her studio. “I put the ticket sale online. Within 24-hours, we were sold out,” Mejia said. “People were trying to have us book another class.”
Due to the high demand, Mejia decided to host a two-day pilates event. Mejia also invited small vendors to the event because she understands the struggles of small businesses and is passionate about helping each other out.
Mejia not only continuously finds ways to improve Diosa Collective but also proudly advocates for and uplifts the Latino community. She supports initiatives like CHIRLA and ORALE by hosting community food drives, donating proceeds from her beauty services, and hosting fundraising events with other local vendors and small businesses.
“I continue going back one because of how comfortable Alison makes the space and like makes you feel so safe,” said Lizzy Martinez, a loyal client and supporter. “For me, I like, want to make sure that I am with someone who I know I can like, trust, and she (Alison) has that very, like trusting presence.”
Mejia, alongside the help of her husband, kept finding ways to invest in the studio to get more people through the doors. For many small business owners, financial struggle is unavoidable and they are often paying out of pocket. Approximately 42.6% of Hispanic small business owners report cash flow as a significant challenge, compared to 32.1% of white entrepreneurs, according to a report from SCORE.
Ashley Baker is one of the many talented and dedicated mat pilates instructors at Diosa Collective. By limiting classes to only eight participants, the instructors at Diosa Collective focus on intimate sessions, prioritizing guided movements and personalized attention. Diosa Collective welcomes everyone, from beginners to advanced clients, where they are embraced in a welcoming environment.
“I love teaching at Diosa because first of, it’s a Latina-owned business in Long Beach,” Baker said. “It’s a different kind of appreciation here.. I get more feedback, more love and I feel like I’m serving my community more.”
Through her passion, Mejia has shaped Diosa Collective into more than a studio but it is a place where women are empowered and a thriving community that she has always wanted.
Crystal Hernandez is a fourth year Public Relations student at California State University, Long Beach. She is passionate about the beauty industry and plans to build a career in the field after graduating.