We had the good fortune of connecting with Jhoana and we’ve shared our conversation below.

Hi Jhoana, can you walk us through the thought-process of starting your business?
As a first-generation Latina, my thought process in starting my own business was deeply rooted in representation and impact. Growing up, I didn’t often see people from my background owning businesses or creating opportunities for others, and that gap really motivated me. I wanted to build something that not only reflected my culture but also uplifted my community.

For me, entrepreneurship became a way to honor the sacrifices my family made while also challenging traditional expectations of what success ‘should’ look like. Rather than conforming, I leaned into my identity, values, and lived experience to create something authentic. My goal was to prove that embracing who we are—our culture, our stories, our perspectives—can be a powerful driver for innovation and change.

Ultimately, my business is about more than personal achievement. It’s about creating a platform that inspires other first-generation individuals to see themselves as capable of leading, innovating, and shaping the spaces we’re in.

What should our readers know about your business?
Calma Counseling Services was created with a clear purpose: to provide people of color with mental health support that feels safe, accessible, and culturally aligned. Too often, therapy has been seen as taboo in our communities, and even when people do seek help, they don’t always find providers who look like them or truly understand their cultural experiences. What sets Calma Counseling Services apart is that we intentionally create a space where clients feel seen, validated, and understood—not just clinically, but culturally.

One of the things I am most proud of is breaking barriers and normalizing therapy within communities of color. Representation matters, and when clients can connect with someone who shares a cultural lens, it makes a huge difference in their healing journey. Starting a private practice wasn’t easy—there were many moments of doubt and challenges in navigating both the business side and the responsibility of holding space for clients—but what pushed me forward was the belief that this work was needed.

The biggest lesson I’ve learned is that healing doesn’t just happen in isolation; it happens in community. By showing up authentically and challenging the stigma around mental health, I hope to encourage others to see therapy not as a weakness, but as an act of strength and self-care.

At the end of the day, what I want the world to know about Calma Counseling Services is that we’re here to make mental health care feel less intimidating, more accessible, and deeply connected to the cultural realities of the people we serve. My story—and my practice—are rooted in the idea that we can honor who we are, where we come from, and still create new paths of healing for ourselves and future generations

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
If my best friend was visiting, I’d definitely want to give them a mix of the outdoors, good food, and a little bit of L.A. culture. We’d start with a hike at Solstice Canyon in Santa Monica—it’s such a beautiful spot with the ocean views and the perfect way to soak in Southern California nature. After that, I’d take them down to Long Beach to grab pizza and a beer at The 4th Horseman, which has such a fun vibe and some of the best pizza around.

We’d also spend a day riding bikes along Huntington Beach—there’s nothing like cruising by the water and stopping to enjoy the energy of the beach community. And of course, no trip would be complete without catching a game at Dodger Stadium. The energy there is unmatched, and it’s such an iconic L.A. experience.

Who else deserves some credit and recognition?
Without a doubt, my biggest shoutout goes to my mom, Ramona Maldonado. She has been my constant source of strength, encouragement, and inspiration. As a first-generation Latina, I’ve witnessed firsthand the sacrifices she made and the resilience she carried to create opportunities for me. She always pushed me to dream bigger, to not settle, and to believe that I was capable of making waves even when the path wasn’t clear.

Her example taught me the value of hard work, perseverance, and leading with heart. Every step I take in my business and in my life is influenced by her wisdom and love. So much of what I’ve accomplished is rooted in the foundation she built, and I truly wouldn’t be here without her.

Website: https://www.calmacounselingservices.com

Instagram: @calmacounselingservices

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