We recently connected with Heidimar Azuaje and have shared our conversation below.

Heidimar, appreciate you joining us today. One of the most important things small businesses can do, in our view, is to serve underserved communities that are ignored by giant corporations who often are just creating mass-market, one-size-fits-all solutions. Talk to us about how you serve an underserved community.

Yes, absolutely. As an immigrant myself from Venezuela, I understand firsthand the challenges our community faces—especially when it comes to building a strong financial future in a new country. Many people arrive here without clear guidance on how to invest or manage their finances effectively. Through our jewelry store, we offer more than just beautiful pieces; we share knowledge, inspire good investment habits, and highlight powerful, positive stories of other immigrants who’ve succeeded. It’s about creating pride, confidence, and financial security within our Latino community.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Heidimar Azuaje. I’m a certified accountant, a proud Venezuelan, and above all, a mother of four. A few years ago, I had to leave my country because of political persecution. It was one of the hardest decisions I’ve ever made—but I did it for my children, for stability, and for the chance to start again.

I never planned to work in the jewelry business—it found me. What began as something unexpected quickly became a true passion. Today, through my business, Yes Oro, we offer fine gold jewelry (from 10k to 21k), jewelry repairs, and watch sales and service.

What we really provide goes beyond products—we offer trust. So many people in our community are looking for real gold at fair prices, from someone who won’t take advantage of them. We solve that problem. We educate our clients, explain everything clearly, and treat them like family. Because they are.

What makes us different is our approach: human, honest, and deeply rooted in our culture. We understand what it’s like to start from zero, to work hard, and to dream big. Our clients feel that energy when they walk into the store. We’re not just here to sell—we’re here to connect.

What I’m most proud of isn’t just the business itself—it’s the journey. Starting over in a new country with nothing but faith and determination, and little by little building something real. Seeing our community support us, and knowing we’re making a difference, means everything to me.

What I want people to know is that every piece of jewelry we offer carries more than just beauty—it carries a message. A message of strength, of second chances, and of saying “yes” to life. That’s what Yes Oro means to me: Yes, you can. Yes, we can.

Can you open up about a time when you had a really close call with the business?

Yes—there was a moment not too long ago that I’ll never forget. It was right after my divorce, at the beginning of 2025. The separation came with emotional and financial chaos: debts, legal costs, and a huge disruption to the business. That month, our expenses were higher than expected—we had just invested in new tools and had extra security costs—but sales had dropped.

I remember sitting at my desk late at night, calculator in hand, trying to figure out how to pay my staff without falling behind on rent. I didn’t sleep that night. The idea of not being able to meet payroll broke my heart, because I know how hard my team works—and how much they rely on those checks.

In the end, I made some difficult but necessary choices: I delayed a personal bill, reduced my own pay, and restructured a few purchases. Everyone else got paid on time. It was tight—really tight—but we made it through. That experience reminded me that leadership is about putting others first and staying calm, even in moments of panic.

We’d love to hear a story of resilience from your journey.

Definitely. I think the biggest example of resilience in my life was having to start over—again—in January 2025. After the divorce, I found myself not only emotionally drained but also in serious financial trouble. I could’ve closed the business and gone back to working for someone else, like I did after my food truck failure years ago. But something inside me said: Not this time. You’ve come too far.

I went back to the basics: I restructured the business, reviewed every expense, trained the team, strengthened our quality control, and reconnected with clients personally. I also leaned on the people who truly believed in me—my family, my daughters, and one very special person who stood by me through it all.

Little by little, I rebuilt what had fallen apart. Today, the business is stronger, more focused, and growing in ways I never imagined. Resilience, to me, isn’t about being fearless—it’s about showing up even when you’re scared, and choosing to try one more time.

Contact Info:

• Website: https://www.yes-oro.com/
• Instagram: https://www.instagram.com/yesoro18k/
• Facebook: https://www.facebook.com/yesoro18/
• Yelp: https://www.yelp.com/biz/yes-oro-aurora-2