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Latinas represent one of the fastest‐growing groups of entrepreneurs in the United States, yet they are understudied in entrepreneurship research. Through three case studies of middle‐class and wealthy Latinas, we explore how ethnorace, gender, immigration, class, and community shape their entrepreneurial endeavors as they practice what we refer to as feminist ethnoracial entrepreneurship–entrepreneurial endeavors that aim to empower, assist, and/or build community amongst women through ethnic and gender‐specific services and experiences. Feminist ethnoracial entrepreneurship, in theory, aims to mitigate ethnoracial and gender inequality. Our participants draw from their lived experiences to inform their entrepreneurial motivations to make a profit and a social difference. By incorporating research centered on feminist approaches to entrepreneurship, we show how gender and the ethnoracial context combine with class to shape Latina entrepreneurs' ethnoracial capitalism and community empowerment practices at the levels of institutions, in community spaces, and markets as they navigate broader structures of racial and gender inequality. Our participants challenge structural ethnoracial and gender exclusion via entrepreneurial endeavors in finance that aim to address gender and racial gaps in access to commercial capital, by opening Latino coffee shops rooted in community and feminist ideology, and by fashioning physical and digital makers markets grounded in Chicana/Latina Feminisms. [ABSTRACT FROM AUTHOR]

This article examines the incorporation of middle-class Latinas in Southern California. Based on three years of participant observation, 30 in-depth interviews, and 50 conversational interviews with the organization's members, I find that the upwardly mobile Latinas mobilize “middle-class ethnic capital” to create professional associations in ethnic communities that provide valuable business skills, networks, and social capital to coethnics. Members of the organization realize that they must approximate the normative business standards of white middle-class business culture to get ahead, yet they feel that it is vital to retain their ethnic identity and provide resources to the ethnic community. While contemporary immigration research maintains the Latino ethnic communities lack the “high-quality resources” that might buffer against downward assimilation and advance upward mobility, these findings suggest that it takes one or two extra generations for Latinos to mobilize class and ethnic resources to promote mobility. [ABSTRACT FROM AUTHOR]