Zeretas Studios to Host Grand Opening on Oct. 18
WESTFIELD — EparaTodos Pioneer Valley announced the grand opening and ribbon-cutting ceremony for Zeretas Studios, a new Latina-owned salon business located at 501 Southampton Road in Westfield, will take place on Saturday, Oct. 18 at 11 a.m., inviting community members and local leaders to join in the festivities.
Owner Jesse Rivera developed her business vision and plan with the support of EparaTodos, the Spanish-language business accelerator program of EforAll Pioneer Valley. EforAll’s free business accelerator program provides mentorship, resources, and training to aspiring entrepreneurs, empowering them to turn their business dreams into reality.
Rivera’s story is one of resilience and culture. In the late 1990s, her mother opened her first salon in Puerto Rico, dedicated to textured hair at a time when very few stylists knew how to properly care for curls. Rivera grew up in that salon, later joining their mother in the work, and quickly recognized the gap in the beauty industry when it came to textured hair education and representation.
After the devastation of Hurricane Maria in 2019 and the 2020 pandemic, the family was forced to close their doors in Puerto Rico. Rivera carried the vision forward, launching Zeretas Studios in Texas and most recently expanding to Massachusetts, with the opening of Zeretas Studios in Westfield.
“We are incredibly proud of Jesse’s journey and are excited to see her take her business from idea to reality,” said Tessa Murphy-Romboletti, executive director of EforAll/EparaTodos Pioneer Valley. “Supporting entrepreneurs like Jesse not only strengthens our local economy, but also celebrates the rich cultural diversity of our region.”
Added Rivera, “this new location is not just about providing beauty services. It’s about continuing that legacy, building community, and opening doors for education, empowerment, and self-expression.”
EparaTodos is dedicated to fostering inclusive entrepreneurship nationwide by offering bilingual programs and creating opportunities for community members to thrive. Applications are currently being accepted online for the next cycle of classes at eforall.org.