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

Hi Norma, what role has risk played in your life or career?
Risk can be terrifying. Growing up many of us were taught to value security, the lessons were fear based. But in looking at my parents I saw the huge risk they took to come to a new country and start a new life and decided to follow their actions not their words, which were rooted in caution. As a first-generation Latina, I was raised to go to college, save money and retire with stability. In opening my business, Sunset Wellness with two friends, I risked everything to create what I’ve never seen but have always needed. An LGBTQIA+, women owned space that creates safety for all. Generations before me taught survival, not risk. But I’ve chosen a different path, pouring my life savings into this 12-office wellness space. It’s a leap not often available to people like me, where dreaming is a privilege, not a given. Still, I believe breaking free from these norms is how I honor my roots and build something bigger for those who come next.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Mental Health and wellness spaces in Los Angeles aren’t always the most beautifully curated, they’re great but don’t have the most comforting feel. My business was born from a dream to create an aesthetically appealing healing space led by minorities that feels like you are friend’s high end home. We took the leap and are so proud of what we’ve created, I’m biased but the space is truly one of a kind. What sets us apart is the feel of the space and how it intersects with our culturally rooted, community-driven mission that honors connection. We are hosting bi-monthly coffee meet ups to cultivate connection in an otherwise individualistic city like Los Angeles. We want to turn connection on it’s head and open the doors for all in what normally feels like a members only space.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I realize I’m biased but there’s no side like the East Side!. Whenever friends visit there are staples that can’t be missed and we’d start on Sunset Blvd between Silverlake and Echo Park. It’s gentrified for sure but I love it because you can still catch an almond hot chocolate from the same street vendor that’s been on Sunset and Echo Park Blvd for as long as I can remember.

I’m obsessed with coffee so day one I’d start at Picnic Coffee. For breakfast I’d say Millie’s if you want hearty but delicious or the calm and healthy vibe of Botanica—because balance.

We’d likely hike Griffith since I do it a few times a week and love the sunset and the views, it truly feels like you’re not in LA. On Tuesday nights they do night hikes which are absolutely worth the two hour walk. After hiking we’d go to Antico Nuovo or Bavel for dinners that I daydream about. I’d also try a movie at the Vista Theater or a show at the Echoplex for indie cool, Bar Henry for people-watching or Bacari for a drink surrounded by trees. Late night I wouldn’t miss the “guaraches” (trust me) at the taco truck in the parking lot of the Sunset Auto Spa. Next morning I’d toss in matcha from Kettle (I don’t get the matcha craze, but my friend’s are addicted). Honorable mention to breakfast at Highly Likely in Highland Park and you’ve got the perfect L.A. weekend: equal parts faux fur, old school van’s and food that will ruin you for all future meals.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
The community and women in my life have been the light when my times have been dark. t’s hard to find, difficult to maintain but once you have a strong support system it’s invaluable. I want to dedicate my shoutout to all the powerful women—my mother, primas, amigas, mentors—who picked me up, built me up, and made me believe in myself when I forgot how. They’ve dried my tears, called me out with love, and kicked me in the butt when I needed it most. We survive through community, and I wouldn’t be where I am without the strength and support of the women who’ve walked beside me. I’m endlessly grateful for each of them—for reminding me that I come from a legacy of resilience, love, and power. With the right support system you can conquer anything!

Website: https://www.therapycollab.com/

Instagram: https://sunsetwellness.la

Other: Google : https://g.co/kgs/B2oWTD5

Image Credits
Natalie Alvarado – www.nataliealvarado.com for office photos and headshots

Nominate Someone: ShoutoutLA is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.