Woman-owned Businesses in Worcester: Inclusive and Innovative

Courtesy of Center for Women & Enterprise

Worcester has cultivated a rich, diverse entrepreneurial landscape, buoyed by a strong support system for startups. Diverse perspectives are not only welcomed but are fundamentally integral to the area’s economic vitality. In particular, woman-owned businesses in Worcester are flourishing due, in large part, to a wealth of community and business resources, local government incentives, and a culture of mentorship and collaboration that empowers entrepreneurs to succeed. 

The Scent of Success 

Katherine Aguilar, founder and CEO of K Sense Co., has carved a niche for herself in the competitive world of boutique candles. Her company specializes in environmentally friendly handmade soy candles. 

“I was inspired by a book I was reading on how businesses would soon have no choice but to become sustainable. I love candles, and combining repurposing bottles and evoking memories just made Kommon Sense (which is what K Sense means) to me,” Aguilar says. 

Aguilar opened her small business in the midst of the pandemic, which she says was not the easiest task. 

“Thankfully, I have always been resilient and resourceful. I started applying for grants, and in my first year of business, had won over $15,000 in funding,” she says. 

Financial funding resources included the City of Worcester, LISC (Local Initiatives Support Corporation) and Verizon Wireless. 

Aguilar says what she enjoys most about running her business in Worcester is that it is a city of opportunity with a unique character, filled with diversity and passion. 

“As a young Latina in business, I can tell you it is not as easy as I make it look. There are plenty of times where I’ve wanted to quit, but the community I’ve built here lifts me up. Plus, the arts and culture here is unmatched,” she says. “Being a part of the city’s economy, employing young people and being able to give back to various nonprofits – helping our neighbors – is what drives us to do more.” 

Community Collaboration 

Central to the success of these entrepreneurs are organizations like the Young Professional Women’s Association, the Worcester Regional Chamber of Commerce and the Center for Women & Enterprise. They not only provide crucial resources, such as networking opportunities, educational workshops and funding guidance, but also offer a platform for women to lead and innovate. 

“I try to support other women-owned businesses and collaborate with them or partner with them in some type of way, and that’s really paid off dividends for me,” says Aguilar, who serves as vice president of the Young Professional Women’s Association. “LABO (Latin American Business Organization), the Young Professional Women’s Association and the Center for Women & Enterprise have all been huge resources for me, in terms of promoting my business or informing me of grant opportunities.” 

Adriana Vaccaro, founder and CEO of Culture Redesigned, says the first thing she did after registering her business was to become a member of the Worcester Regional Chamber of Commerce.

In addition, she was part of the StartUp Worcester program and was enrolled in the Center for Women & Enterprise’s Power Forward Accelerator. 

“I was able to meet different people from the entrepreneurial ecosystem and started building my network of collaborators,” Vaccaro says. “I also belong to the Diverse Professionals Roundtable, where I meet other professionals of color working towards equity and inclusion.” 

DEI Dynamo 

At Culture Redesigned, Vaccaro helps organizations reimagine how cultural diversity can drive business growth, build employee engagement and lower turnover rates. 

“The initial idea came to me during COVID. We became a lot more aware of the importance of workplace dynamics, and fulfilling our fundamental need for belonging became critical,” Vaccaro says. “Our programs support equity-driven workforce development, which ultimately leads to employee engagement and retention.” 

Vaccaro says her company is a prime example of equity in action. She explains how a diverse and welcoming community makes it easier for women-owned businesses like hers to grow and thrive. 

“I can look up and see local leaders that look and sound like me. That is very powerful! We have organizations, such as the Worcester Women’s Leadership Conference, She’s Local and ELLA (Empowering Latina Leaders Affirmation), which support and empower women not only in business but in any path they want to pursue,” she says. 

Vaccaro says that as someone who grew up in another country, she appreciates the support of the city and particularly the Worcester Regional Chamber of Commerce. Even though her business is small, she says if she has a question or needs guidance, there are multiple resources she can call for support.