Today we’d like to introduce you to Jesse Rivera.
Hi Jesse, thanks for joining us today. We’d love for you to start by introducing yourself.
I often say that my story didn’t start with me — it started with my mother.
In 1995, my mom, Cesy, opened her first salon, New Dimension, with very little but faith, discipline, and an incredible work ethic. She was a woman building something from the ground up, not just to do hair, but to create stability, dignity, and opportunity for our family. I grew up watching her sacrifice — long hours, endless clients, constant learning — all while being a present mother. I didn’t just grow up in a salon… I was raised in one.
In 2006, she opened Zeretas by Cesy, and that’s where everything shifted for me. I wasn’t just her daughter anymore — I was her shadow. I swept floors, observed consultations, watched her treat every client like family. But more than technique, she planted vision in me. She taught me that hair is identity. That beauty is healing. That our work is ministry, confidence, and culture all in one.
In 2013, together, we opened Zeretas Salón and Spa in Santurce, Puerto Rico. We became pioneers in curly hair care at a time when natural texture wasn’t fully embraced. We were part of the movement that encouraged women to love their roots — literally and spiritually. It wasn’t just about styling curls; it was about restoring pride.
Then came the hard seasons. Hurricane María. The pandemic. In 2020, we had to close our salon. It felt like losing a part of ourselves. But what my mom planted in me was resilience. She taught me that closing a chapter doesn’t mean the vision dies.
In 2023, that seed bloomed again — this time as Zeretas Studios, with locations in Texas and Massachusetts. And while my name may be more visible now, everything I am professionally is rooted in what she built first. I am the extension of her faith, her discipline, her courage, and her standards.
I didn’t just inherit a skill — I inherited a legacy.
Today, I continue the work with the same mission she had from the beginning: to elevate textured hair, to educate, to build community, and to create spaces where beauty feels empowering and intentional.
Everything I am in this industry grew from what she planted in me.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely has not been a smooth road.
Entrepreneurship rarely is — especially as a woman, a Latina, and part of a family-built business. We’ve faced moments that could have easily ended everything.
Hurricane María was one of the first major blows. It disrupted not only our salon in Puerto Rico, but our entire sense of stability. Then came the pandemic. In 2020, we had to close Zeretas Salón and Spa — a space my mom and I had poured years of sacrifice into. Closing those doors was heartbreaking. It felt like grieving something that was still alive inside of us.
But the struggles didn’t stop there.
Rebuilding in a new state came with its own challenges — navigating regulations, zoning issues, landlords who weren’t always responsible, financial pressure, and the emotional weight of starting over without the same community we once had. There were moments of doubt. Moments where I questioned if pushing forward made sense.
But every obstacle refined me.
I learned how to lead under pressure. I learned the importance of doing things correctly and legally. I learned how to pivot, how to protect my vision, and how to separate emotion from business decisions. Most importantly, I learned that resilience isn’t loud — it’s consistent.
None of it was smooth. But every struggle strengthened the foundation of what Zeretas Studios is today.
And if anything, the road taught me that legacy isn’t built in comfort — it’s built in perseverance.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Zeretas Studios is more than a salon — it’s an education-driven beauty space specializing in textured and curly hair.
What sets us apart is that we don’t just style curls — we teach people how to understand them.
Our foundation was built in Puerto Rico, where my mother and I were part of the early movement encouraging women to embrace their natural texture. At a time when straight hair was often considered the standard, we were advocating for curl identity, curl health, and cultural pride. That mission has never changed.
Today, Zeretas Studios operates in Texas and Massachusetts, and our approach blends artistry with education. We specialize in customized curly cuts, hydration-focused treatments, texture restoration, and curl coaching. Every service is intentional — we focus on teaching clients how to manage their hair beyond the salon chair.
Education is one of the pillars of our brand. We offer workshops for clients, hands-on training for stylists, and digital education products like The Curl Reset — because empowerment happens when knowledge is shared.
What truly sets us apart is that we see hair as identity. We approach curls with respect, strategy, and science — not trends. We don’t believe in one-size-fits-all techniques. We believe in customized systems tailored to each individual’s texture, lifestyle, and goals.
Brand-wise, I’m most proud that Zeretas has evolved into a legacy brand. It carries my mother’s discipline and foundation, but it also reflects my expansion into education, digital products, and multi-state growth. It’s no longer just a local salon — it’s a textured-hair authority brand in the making.
What I want readers to know is this: Zeretas Studios is a space where curls are understood, protected, and elevated. Whether you sit in our chair or learn from us online, the goal is the same — confidence through knowledge.
We’re not just styling hair. We’re changing the relationship people have with their natural texture.
Who else deserves credit in your story?
First and foremost, my mother deserves the greatest credit. She wasn’t just my mentor — she was my first blueprint of discipline, faith, and excellence. Everything I know about standards, client care, and resilience started with watching her build from nothing and refuse to quit.
But I would not be where I am without my partner and my children.
Entrepreneurship requires sacrifice, and they have sacrificed with me. My partner has supported decisions that were risky, transitions that were uncertain, and seasons where the vision required more time, energy, and faith than comfort. Having someone who believes in you when the outcome isn’t guaranteed changes everything.
My children are also part of this story. They’ve seen the long days, the rebuilding seasons, the emotional highs and lows. They’ve watched me navigate closures, new leases, zoning challenges, and expansion. And in many ways, they are one of my greatest motivations. I want them to see what perseverance looks like in real time. I want them to understand that legacy is built, not inherited by chance.
And of course, our clients deserve enormous credit. Many of them have followed us through relocations, closures, rebuilding, and relaunches. Their loyalty wasn’t transactional — it was relational. They believed in the mission even when the physical space changed.
I’ve also had mentors, advocates, and even landlords who opened doors and believed in the vision before it was fully visible. Those unexpected supporters reminded me that when your mission is clear, alignment finds you.
I may be the face of Zeretas Studios today, but this brand is supported by a circle — family, faith, clients, and community.
Contact Info:
- Website: https://beacons.ai/zeretasstudios
- Instagram: https://www.instagram.com/zeretasstudios?igsh=OXFqZTJmaWNoNjFs&utm_source=qr
Image Credits
Diamond Multi Media Films
