Inspiring Conversations with Sally Romero of Amigas y Más Social

Today we’d like to introduce you to Sally Romero.

Sally , we appreciate you taking the time to share your story with us today. Where does your story begin?
I started Amigas y Más Social (AYMS) in 2023. We were just coming out of the isolation of COVID, and like so many others, I was craving connection. However, I didn’t want to meet just anyone. I wanted to meet friends. I searched for Latina communities, but most of what I found leaned heavily into professionalism and networking. Those are amazing reasons to connect, but I wanted something different. I was looking for a space where Latinas could consistently go to brunch, try new experiences, and most of all, travel together, as friends.

I couldn’t find one, so I created one.

From the very beginning, I knew I didn’t just want this to be a local group. I wanted a nationwide sisterhood that helped Latinas make real friendships, city by city. AYMS grew fast, and that’s when I realized I wasn’t the only one looking for this. There were thousands of Latinas ready to show up for each other in a way that didn’t exist before.

What makes me proud is that there was no blueprint. I learned everything from scratch—how to create engaging and unique content, build community culture, form local chapters in major cities, and lead with heart. Now, just two years later, we’ve built something powerful: the leading community for Latina-only travel and social events, with incredible partnerships and a presence across the country. It’s more than just a community. This is a Latina movement that will forever change the landscape and opportunities for future generations

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It hasn’t always been smooth. In the beginning, there was no proof of concept for this, so I had to prove it. Many claimed that the community would fail if I didn’t open it up to everyone, but there are already a lot of great communities doing that. I knew I had to build something special for Latinas and for myself. In a short amount of time, I learned that anything is possible when you’re consistent, intentional, and truly care about what you’re creating.

My first event was a brunch at Ellie’s in Long Beach, CA. It went so well—I didn’t think anyone would come, but there were 7 of us! We had such a blast. It set the tone for many more events in SoCal and eventually led to the chapters we built throughout major cities in the US.

Now, the trips were a different story. Our very first trip was to Lake Havasu. 16 girls were interested, but in the end, only six came. Those six took a huge leap of faith, even when their loved ones warned them about traveling with strangers! That kind of trust meant everything to me.

Soon after, I formed partnerships with travel companies and began to earn their trust. One company almost pulled out of our first trip because we didn’t get enough bookings. However, they stuck it out, and now they love working with our community! They see the energy Latinas bring and how proud we show up.

Today, we often sell out on our trips, and that’s something I never take for granted. Earning the trust of Latinas and elevating our lives means everything to me. Being a Latina is a blessing, but it comes with struggles. We face so many barriers just to take up space. But when we come together, city by city, trip by trip—we show the world that Latinas are powerful, joyful, and have buying power. We matter.

Amigas y Más Social is history in the making, and I feel incredibly lucky to contribute to Latina culture in a way that helps women feel seen, celebrated, and unstoppable.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Amigas y Más Social is the first and only nationwide community created exclusively for Latinas that offers both travel and social experiences. We host everything from brunches and mixers to international trips, and we do it all with intention. We specialize in creating real-life connections between Latinas who are craving sisterhood, joy, and adventure, whether that’s in their own city or across the nation. We do it all through our online space on Discord! With over 6,200 members, Amigas are finding travel besties, joining virtual events, and planning meetups in real life. Whether you’re looking to expand your social circle or build one from scratch, this space was made for you. Many genuine friendships have been formed through our trips and events, and there will be many more. The platform we’ve created together is beautiful.

What sets us apart is that we’re not just another social group or travel company. We’ve built local chapters across the U.S., each led by incredible volunteers. Every event is tailored to our culture, fun, and representation. Our trips are life-changing experiences where Latinas feel safe, empowered, and seen.

I’m most proud of the fact that we’ve grown fast, organically—and we’ve done it without selling out or watering down our mission. We stayed true to who we are: Latina-led, Latina-centered, and unapologetically us. Our loyalty to our identity has led to sold out trips, meaningful collaborations, and a community that keeps showing up for each other.

If there’s one thing I want people to know, it’s that Amigas y Más Social is about creating memories, building sisterhood, and shaping what it means to be a modern Latina—one trip, one brunch, one connection at a time.

Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
To be honest, I don’t really have traditional resources like books or podcasts to recommend. Because of the nature of what I do, I rarely have the time to sit down and dive into those. My inspiration comes directly from the work itself.

Building Amigas y Más Social and connecting with Latinas across the country is what fuels me. Their stories, their strength, and their willingness to show up for one another, that’s my motivation. The mission keeps me going, and that’s honestly more powerful than anything I could read or listen to. However, I will say that building community can lead to burn out, and I am currently in the process of finding a balance between what I do and my personal life.

Contact Info:

• Website: https://amigasymassocial.com
• Instagram: https://www.instagram.com/amigasymassocial?igsh=NTc4MTIwNjQ2YQ%3D%3D&utm_source=qr