Longtime resident and local Hispanic business owner expands services to Twin Falls
BY MONICA CARRILLO
Despite having no prior experience or formal education in business management, Marta Botello always dreamt of having her business.
Not only was she able to make that happen, she is now also expanding outside of Blaine County.
Botello, a longtime Wood River Valley resident and single mother of three daughters, is expanding “Novedades Angel” — her store originally started in Hailey, to Twin Falls, to cater to the growing Hispanic community in the Magic Valley.
“We are incredibly excited about the new store and the opportunity to serve more people,” said Angel Magaña, Botello’s daughter and the assistant manager for the Twin Falls location. “This expansion is a testament to my mother’s hard work and dedication.”
Novedades Angel opened in 2016 after Botello saw there was a vacant building alongside Bullion Street that was available for rent and took the leap of faith through the support of her friends and family.
And with limited options for purchasing Hispanic products and transferring money to loved ones in the area, something that many families do to take care of loved ones they’ve left behind in their home countries, Magaña said her mom quickly made it work and “embraced change and new challenges with open arms.”
By the time this news article is published, the Twin Falls store, to be located at 1043 Blue Lakes Boulevard North, Suite B, will also be up and running for the community and will have different items to serve their demographic in hopes of becoming a cultural hub for the area.
They will be open from 10 a.m. to 8:30 p.m., Monday through Friday, and 10 a.m. to 6 p.m. on Saturdays and Sundays.
“The demographics of both areas are distinct, and our inventory is tailored to meet these diverse preferences. For instance, we have sourced specialty items unique to the tastes and traditions of the Twin Falls community, including regional snacks, beverages, and artisanal goods that may not be as popular in Hailey,” Magaña told the Wood River Weekly.
“We’ve also expanded our range of household items and fresh produce to better align with the shopping habits we’ve observed in Twin Falls. However, the core services, such as money transfer options, which are crucial for our customers who support families abroad, will remain consistent across both locations.”
Magaña added that although Jerome was an option, they saw there were already enough Mexican stores in the area, whereas they saw Twin Falls had a significant gap, especially as residents through Blue Lakes—one of the busiest streets in the area.
According to the latest Hispanic Data Profile Book, made through the Idaho Commission on Hispanic Affairs, Twin Falls County is home to a large Hispanic community. Other counties that are in the top 15 include Lincoln, Minidoka and Gooding.
With more diversity within these Hispanic communities that come from Puerto Rico, Chile, Cuba and other South American countries, Magaña said they hope to bring them “ a piece of home.”
“We want to create more opportunities for community members to gather, celebrate their heritage, and support one another,” she said. “Our goal is to not only be a store but also a center of cultural and social engagement.”
“…We invite everyone to join us in celebrating this new chapter.”
For more information about Novedades Angel’s new location, go to https://www.facebook.com/novedades.angel.3 or you can call them at (208) 944-0278.