My name is Gilbert Márquez, founder of Marquez Clásico, an artisanal hat studio based in Los Angeles dedicated to preserving the art of handmade hats. I’m a Latino entrepreneur who blends Mexican tradition with California’s creative spirit. My work has led me to collaborate with artists, brands, and international media, but it has also taught me something even more important: behind every creative project, there’s structured management.
In this edition of the QuickBooks Ask the Expert series, I want to share three key lessons that have helped me grow as a Latino business owner. These lessons come from experience, from wins, mistakes, and the nerves that come with taking big steps. These insights allowed me to lead a business with purpose, without losing sight of my passion for the craft.
The Latino entrepreneur’s journey: Between tradition and innovation
Starting a business as a Latino in the United States is a mix of pride, culture, and perseverance. In my case, I began with a small workshop, a single worktable, and the idea of bringing back the classic elegance of the hat. Over time, my clientele grew, and so did the dream: to build a brand that represented the authenticity of handmade craftsmanship, but with a modern business mindset.
Growth brought new challenges, especially on the administrative side. I learned that sustaining a creative business requires understanding the numbers with the same dedication you put into shaping a hat. That’s where QuickBooks Online became an essential tool. It helped me organize my finances, send invoices, track expenses, and keep a clear view of how my business was performing day to day.
Three keys lessons for Latino entrepreneurs building a business
1. Invest in quality
The reputation of any business starts with the product. In the world of hatmaking, every detail matters: the texture of the felt, the shape of the brim, the finish of the ribbon. From day one, I decided that quality was non-negotiable.
That philosophy not only built trust with my customers it also opened doors for collaborations and new markets. Investing in quality also means investing in yourself: in training, in tools, and in systems that help you work better. I turned to free resources like the QuickBooks Blog mall for templates, calculators, and guides to help me structure my small businesses from the start.
2. Keep your finances under control
As creatives, we often focus so much on the product that we overlook the administrative side. But a business’s stability depends on knowing exactly where every dollar is, and where it’s going.
When I started, I tracked my finances in notebooks and loose sheets of paper. But as the business grew, that wasn’t enough. With Intuit QuickBooks, I can automate tasks, record expenses, and generate reports in seconds. That clarity gives me the freedom to focus on what really matters: creating.
And the data backs this up. According to QuickBooks 2025 Small Business Index Annual Report, small businesses that use digital financial management tools have higher growth rates and greater long-term stability. Keeping your finances in check doesn’t just keep you afloat; it prepares you to grow with confidence.
3. Know your numbers to grow
This was the hardest and most transformative step. I remember the moment I felt it was time to take the next step of hiring new people and increasing production. I was nervous. Growth brings fear, doubts, and the constant question: “What if it doesn’t work?”
But that’s where confidence comes in, not just in yourself, but in the information that backs your decisions. With QuickBooks, I was able to analyze profit margins, project expenses, and truly understand the financial health of my business. That gave me the confidence to move forward clearly and strategically.
Today, with a larger team and stronger production, I’m still learning every day. The difference is that now I make decisions based on data, not assumptions. According to the QuickBooks Hispanic and Latino Small Business AI Adoption Study, more than 70% of Latino entrepreneurs in the US are open to adopting digital tools to optimize their businesses. That innovative mindset is what will allow us to keep growing without losing our roots.
More than a business: A legacy
Being a Latino entrepreneur means more than generating income; it means representing a culture, a history, and a way of seeing the world. Every hat that leaves my studio carries a piece of that Mexican heritage—a testament that tradition and technology can coexist.
Our community has talent, creativity, and resilience; we just need the right tools to turn those qualities into real growth. That’s what QuickBooks offers us: structure, clarity, and confidence to make decisions with purpose. I’m grateful to QuickBooks for inviting me to be part of this series and for creating spaces where Latino entrepreneurs can share experiences and learn from one another. Thank you for reading, and for supporting businesses built with passion and purpose.
