In Milwaukee’s crowded artisan market space, Mercadera Market stands out for its focus on Latina vendors.
It started four years ago during the pandemic, when Galy Montes wanted to sell her products virtually and felt there were few online safe spaces for local Spanish-speaking businesses. She teamed up with Nataly Andrade to create the Mercadera Facebook page to help Latina entrepreneurs connect, promote their businesses and exchange knowledge and resources.
They started the page with few expectations, and by the second week, they already had over 400 members. As their page grew, more women sought new avenues to sell their products, so the market was born in September 2021. The first pop-up at the now-closed City Lights Brewing hosted 50 Latina vendors and close to a thousand shoppers.
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Each pop-up is uniquely themed and features dozens of local vendors selling handmade clothing, jewelry, candles and more. Live music groups, like mariachi or a salsa orchestra, play at each event, and there are often cultural performances and traditional foods from various countries.
“We feel like we inspire everyone who joins our community,” Montes says. “Our main goal is to get [business owners] out of their comfort zone and trust that their work is worth it.”
The online group now has over 3,000 members. Mercadera as an organization has also grown, adding a podcast that highlights the stories of Latina entrepreneurs entirely in Spanish.
This year, two vendors that began with Mercadera Market opened brick-and-mortar stores: The Puerto Rican-inspired coffee shop Aroma Cafe and women’s clothing shop Ela Mari Boutique, both in West Allis.
“Milwaukee offers a place of inclusion and belonging to every member of our community,” says Montes. “We affirm that Milwaukee is a city where everyone’s voice is heard, everyone’s story is valued, and everyone’s dreams have the opportunity to flourish.”
The next markets will be at Zócalo Food Park on June 11 and July 16 before its largest summer event, Flores de Verano, returns on Aug. 17.
