Krystell never set out to simply sell clothes: her mission with Eco Chico runs deeper. It’s about changing mindsets, celebrating cultural roots, and helping parents raise children in a way that is both sustainable and meaningful.
Eco Chico began as a children’s resale boutique in West St. Paul. The idea was simple: give families access to high-quality, gently used children’s clothing and gear in a way that is convenient, affordable, and environmentally responsible. But Krystell saw it as more than just a resale shop. For her, Eco Chico is about helping families make smarter, more conscious choices while staying connected to their cultural values.
Running the business has come with real challenges. Krystell is actively working on reducing expenses and gain more control over her business. While the store wasn’t profitable in the first months, it quickly gained traction within the community. She is ahead of her goals and continues pushing herself to improving not only the store, but herself as well. With community support growing, her vision of sustainable shopping is promising.
Krystell dreams of taking the Eco Chico model to a global level. She believes Latino families everywhere can benefit from a new way of thinking about sustainability and parenting. Part of her mission is to shift the mindset around secondhand clothing. In many Latino communities, secondhand shopping has long been associated with financial hardship rather than intentional living. Krystell wants to change that perception.
Eco Chico challenges that stigma by offering stylish, carefully selected items that parents can feel good about. It’s a place where sustainability meets dignity, and where community values are reflected in every detail.
Krystell brings valuable experience to the table. With a background in merchandising and an alumni of Procter & Gamble’s business development program and supplemental training in entrepreneurship, she combines business knowledge with heartfelt purpose. Her passion and vision have already been making an impact.
Throughout her journey, LEDC has been a key supporter. When she found herself facing the financial challenges of running a franchise, she turned to LEDC for help. They provided resources, business guidance, and encouragement at a time when she needed it most.
Eco Chico is more than a shop. It is a community space, an educational platform, and a movement that redefines what it means to raise children with intention. The vibrancy of her Hispanic roots is felt throughout the store through the art that covers the walls. Through her work, Krystell is reminding families that sustainability can be stylish, and cultural pride can be part of everyday life.
