ST. AUGUSTINE, Fla. – As Hispanic Heritage Month shines a spotlight on the stories and contributions of Hispanic Americans, one St. Augustine business owner’s journey stands out for its resilience, creativity, and deep cultural roots.
Isabela Alonzo, owner of a beloved local boutique and cigar shop, began her entrepreneurial journey as a grade schooler in Cuba.
“When I was about 7 years old, I decided that I needed to make a little bit of money,” Alonzo recalled.
She started by tutoring neighborhood children, earning a few cents each week. Soon after, she recruited her younger brothers to help sell roasted peanuts, cleverly managing the family’s small enterprise.
But life in Cuba changed dramatically in 1959 when the Castro regime took over.
Alonzo’s father lost his small fish business, and the family faced new hardships.
“They took my father, his whole little business, but that’s where we were making the living,” she says.
Despite these challenges, Alonzo’s entrepreneurial spirit never wavered.
After immigrating to the United States, she worked a series of jobs in Chicago, from a shoe factory to the U.S. Mint, and even started selling jewelry door-to-door. Eventually, she bought her first dry cleaning business, overcoming language barriers and financial obstacles.
In 1983, Alonzo brought her talents and determination to St. Augustine, opening a boutique that would become a community staple.
Over the years, she adapted her business, incorporating her Cuban heritage by adding cigars and creating a welcoming space for locals and visitors alike.
“People feel relaxed here… they feel like they are in their own house,” Alonzo said of her shop’s unique atmosphere.
Now 83, Alonzo continues to inspire with her passion and perseverance.
She also gave her advice to aspiring entrepreneurs, especially women and fellow immigrants.
“You have to love what you do. Number one, (if) you don’t love what you do, don’t do it… People feel that. You love it, people feel it. And don’t be afraid," Alonzo said.