When Esperanza Jimenez opened Latin Hair Salon (Peluquería Latina) nearly 25 years ago, she had no social media, no advertising, and few resources – just a pair of scissors, determination, and a dream. Today, the 49-year-old Ecuadorian immigrant has become a trusted name in Peekskill’s Hispanic community, welcoming generations of families to her chair at 1010 Park Street.

From toddlers getting their first trim to grandparents coming in for their weekly styling, Jimenez has quietly built a legacy of hard work, community, and family.

The secret to her success? A warm, familiar atmosphere. “They feel like family here,” says Jimenez. “They tell me things and we talk.”

The journey from Ecuador to Peekskill

Jimenez was born in Yantzaza, a small, humid town in Ecuador’s Zamora Chinchipe province. The youngest of 14 children, she recalls a humble upbringing. “We were very poor,” she said. “We spent a lot of time on the farm.”

At 16, she discovered her passion for hairstyling – not through formal schooling, but by watching. “I used to go to the salons and just watch them cut,” she said. “That’s how I learned.” 

By age 20, she was running her own small salon in Ecuador with her sister, cutting the hair of local drivers and workers.

In June 2000, at age 24 and pregnant with her first child, she immigrated to the United States with her husband, Jorge, who had been living here for several years. “We decided to come so our daughter could have a better future,” she recalls. “I don’t regret coming here because she’s doing it.”

Building a business, one haircut at a time

Once in New York, Jimenez knew she wanted to continue working with hair. With her husband’s support, she began searching for a place to open her own salon.

They first considered Ossining, but with many salons already established there, they turned their sights to Peekskill – then a city with few Hispanic-owned businesses.

“Peekskill was very different when I came here,” said Jimenez. “It wasn’t like today.”

She opened her first salon in 2001 on North Division Street, next to La Herradura restaurant. From 2001 to 2003, she worked tirelessly to build a loyal clientele. She later moved down the street – where Speakeasy Tattoo Studio now stands – and operated there for eight years before relocating to her current space on Park Street in 2011.

Each move came with challenges. Some customers didn’t follow when she changed locations. She had no social media to advertise, and she struggled to learn the English language. But her commitment never wavered. “I try to keep my prices the way they are for my people,” she said. Haircuts that once cost $8 are now $18 – still well below most competitors. “The Hispanic and immigrant population doesn’t have a lot of money… I want to help them.”

Today, Latin Hair Salon employs two stylists, and the cozy space is typically filled with conversation in both Spanish and English. About 10% of her clientele are non-Hispanic, but nearly everyone who walks in feels the same warmth. “I’ve cut some children’s hair since they were three or four months old,” Jimenez said. “Now they’re grown up, married, and they come back with their own kids. It’s beautiful to see.”

The salon offers a full range of services – cuts, coloring, highlights, deep-conditioning treatments, and elegant styles for weddings and other special occasions.

Family, perseverance and pride

Jimenez’s life is also defined by her devotion to family. She and Jorge have been together for more than 25 years and were married in 2022. They have two children – Jhoely, 25, and Jorge, 23 – who are graduates of Lakeland High School.

Jhoely Duque-Jimenez is pursuing her M.D. at Weill Cornell Medical College, after graduating summa cum laude from Boston University with a degree in Biochemistry and Molecular Biology. “My dream was also to study medicine,” Esperanza shared. “My daughter is achieving my dream.”

Jorge Duque-Jimenez works as an Infrastructure Analyst for TD Securities. In 2021, he was diagnosed with Hodgkin’s lymphoma, a period that tested the family’s strength. 

“It was a hard time,” Jimenez recalls. “During that time, the girls [her employees] were here alone. They really helped a lot.” Today, Jorge is in remission, and his sister’s exposure to his medical team inspired her own career path in medicine.

When reached by the Herald, Jhoely expressed deep pride in her mother’s journey. “Witnessing my mom cultivate her business for 20 plus years is nothing short of inspiring to me as her daughter.”

“My mom’s determination and leadership have been key to her success,” she added. “I spent much of my upbringing at the salon, and I’ve watched her treat each client and staff member who comes in through the door with so much care. That same genuine and caring personality is reflective of who she also is as a mom.”

Still cutting, still dreaming

After nearly 30 years behind the chair, Jimenez shows no sign of slowing down. “I plan to keep going as long as I can,” she said. “I can’t just be at home. I need to be doing something. I really enjoy my job.”

When she’s not styling hair, she enjoys spending time with her family and going to the gym. But more often than not, Latin Hair Salon remains her second home.

Her advice to aspiring Hispanic entrepreneurs is simple: “Fight for what you want. Starting a business isn’t difficult.”

Jimenez says she’s proud to see Peekskill transform into a thriving hub of Hispanic culture. “When I started, there were very few Hispanic businesses. Now, most are Hispanic. It’s beautiful to see our community moving forward – not just with businesses, but with people buying homes too.”

Latin Hair Salon is open Monday-Thursday 10 a.m – 9 p.m., Friday-Saturday 9 a.m. – 9 p.m., and Sunday 9 a.m. – 3 p.m. Jimenez is in the shop Monday through Saturday, though she’s often fully booked. Customers are encouraged to call (914) 739-7671 for appointments.

As she prepares to celebrate a quarter century in business, Esperanza Jimenez’s story stands as a quiet reminder that the simplest dreams – when built on hard work, heart, and humility – can last a lifetime.