From selling shoes of other brands to creating her own: the barranquillera that today generates 15 jobs with a business born of a disagreement

Maria Alejandra Coronado Fuentes began her journey selling shoes made by other Colombian brands, but she soon realized the quality did not meet her expectations. This dissatisfaction led her to create her own brand, Aleja Coronado, which now employs around 15 people and operates in multiple regions of Colombia. The business was born from a personal frustration with existing products and has evolved into a successful enterprise rooted in Barranquilla. The entrepreneur started by reselling footwear, but quickly understood that building a distinct identity was essential. She decided to design her own products, aiming for higher quality and better craftsmanship. Her decision came after noticing the limitations of commercially available shoes, which lacked the finish and durability she believed customers deserved. With this vision, she began structuring a formal business model, laying the foundation for what would become a growing company. In November 2023, Maria Alejandra received news that she had been selected for the Fondo Emprender initiative, a program offering seed capital and support to entrepreneurs. The opportunity marked a turning point for her business. “I couldn’t believe it,” she recalled. “It was too wonderful.” The program’s mentorship played a crucial role in strengthening her project, providing guidance that helped shape the business into its current form. With the financial backing, Aleja Coronado expanded its production capacity, broadened its product range, and solidified its presence in the market. Today, the brand offers flats, heels, sandals, handbags, and mini bags, sold through a retail space in Barranquilla and distributed nationwide. Its target audience includes women seeking elegance, comfort, and style, qualities the founder believes have allowed the brand to stand out in a competitive industry. Beyond the numbers, the success of Aleja Coronado reflects a broader trend emerging in Barranquilla: small businesses evolving into sustainable models capable of generating employment and competing nationally. Maria Alejandra’s story highlights how local initiatives can empower individuals to turn personal frustrations into profitable ventures. Her academic background in accounting and finance, earned through the Sena Atlántico program, proved instrumental in managing growth and understanding key financial aspects necessary for business stability. She credits her education with equipping her to navigate the complexities of running a company. “I am proud to be an alumna of Sena,” she says. “The training is excellent, and I always tell others to take advantage of such opportunities.” As Aleja Coronado continues to grow, it serves as a testament to the potential of entrepreneurial spirit combined with strategic planning and community support. The company’s expansion underscores the increasing viability of small-scale enterprises in creating jobs and contributing to regional economic development.