Amy Sweeting, LEAP entrepreneur and founder of V.A.M.P. Stucco, is a leading figure in Colorado’s construction industry. Her multi-million-dollar construction company is one of the less than 3% of Latino-owned businesses to surpass the $1 million annual revenue mark.
Inspired by her grandfather’s unwavering belief in her, Amy has not only achieved financial success but has also built a supportive company culture. V.A.M.P. Stucco currently employs 32 full-time staff, 90% of whom identify as Latino. Amy’s success underscores the potential for Latino-owned businesses to thrive and contribute to community economic mobility.
In this candid interview with Harry Hollines, LLI Chief Strategy Officer, Amy shares her insight and experience, offering valuable lessons for entrepreneurs at all stages of their journey.

Image: V.A.M.P. Stucco
This interview has been edited for length and clarity.
Amy, women and Latinas have led entrepreneurship over the last several years. As someone who has built a $3M business known for its customer service and quality of work, you represent a kind of success inspiring a new generation of Latina business leaders coming around the corner.
Tell us about your journey as a Latina business owner.
My grandpa was a huge influence on me – he’s my why. Born in Guadalajara, Mexico, he always encouraged me, saying “you can” instead of “you can’t.” His constant belief in me made me feel like I belonged everywhere.
I recently served on a board for a stucco association, which was predominantly white men. I was the only Latina. Despite this, I’ve never questioned my place.
A lot of people ask me about working in a male-dominated industry, asking if they respect me. And they do. I have felt very little disrespect as a woman.
But I know that’s not every woman’s story. I know that many women are going against the tide, and I’ve been very lucky to work with a group of men who respect the things I say and do.
It’s a big deal that men in the industry are starting to recognize women’s value in leadership roles. In addition to the stucco association, I’ve been approached by multiple organizations seeking my expertise. Women offer unique perspectives and can improve a business’s overall performance.
In your experience, have you ever stepped into rooms where people didn’t assume you were the business owner?
Oh, that happens to me all the time. Even other women often assume I’m an office manager. When they find out I am the owner, it completely changes the dynamic. A lot of times, they’re impressed. And that feels good. I don’t get mad at people for their assumptions. I’m out here changing assumptions.

Image: V.A.M.P. Stucco
Absolutely. It’s incredible to see how your success can inspire other women to become business owners. And you can see how you get your strength from your grandfather.
A little bit of a pivot to the business side. Reaching a million dollars in revenue is a significant milestone for Latino-owned businesses. At the LLI, we’re working to help more Latino-owned businesses reach the million-dollar mark.
As you reflect on your journey to becoming a seven-figure business, what does that milestone mean to you?
Many Latino-owned businesses fail to reach $1 million because they need more knowledge and resources to manage various aspects of their operations. Today, organizations like LLI are working to address this issue. But, when we started in 2008, there wasn’t much support available for small businesses.
As a business owner, you have to wake up every day and do the best work you possibly can, over and over again. It’s stressful, and it’s not easy. You’re not making money for a long time.
Was there a point where I felt like that stopped? No.
Because, you know what? Now, I’m supporting more people. Now I’m even more scared. Now I have a commercial building. Now, when we have our Christmas parties, I see our workers with their families.
We have 32 salaried employees at this moment. I see their kids, and I meet their wives. And I realize how many people this company is important to.
Is it less stressful? No, it’s not less stressful. Are we less likely to fail now that we’re in a higher income bracket? I don’t think so.
I’m not surprised by your success. Many successful business owners tell me they never feel completely comfortable. What keeps you motivated to keep going, especially during challenging times as a CEO?
I’m a resilient person with a strong vision. My vision includes all my employees, and I feel a responsibility to be the best version of myself because all these people count on me.
My grandfather taught me that challenges can be opportunities for growth. He had to drop out of school in the second grade to work. When he moved to this country, he started working on railroads. He taught himself English, mechanics, and engineering using library books. He overcame so many obstacles to succeed.
I’ll never have to deal with what he had to deal with.

Image: V.A.M.P. Stucco
You gave me a chill with that answer. For so many, hearing about the struggles your ancestors had to deal with can make you appreciate your own situation.
I have a picture on my desk of him with me the day I graduated from college because education was so important to him. He never had the opportunity to have one. He once told me a story about eating a dirty banana peel on the ground that people were stepping on because he was so hungry.
And so there will never be a day I have to deal with what he had to. I have everything I need to succeed, and I just need to focus on solving problems.
I appreciate your approach to being a CEO. Creating a positive company culture starts with leadership. While written values are important, a CEO’s actions speak louder than words. How do you see your role in shaping and maintaining a healthy company culture?
Well, this is where Latinas win. We know how to make people feel welcome. It is innately within us. There are things I do as a woman in a construction company that these guys aren’t used to. For example, every week, we put a chocolate on top of each one of their paychecks. It makes them feel welcome and proud about the work that they’re doing.
I also set high expectations for my employees. When I hire them, they are on a 90-day trial period. They don’t have a job until they’ve proven themselves for 90 days.
And they want that. They want to feel proud of their work and the company they work for.
At V.A.M.P., we build company culture at all levels. On the highest level, we push the company forward by maintaining quality expectations that make our employees proud to work there. On the lowest level, I make sure they have a chocolate on their paycheck every week.
These are the things that I notice and are important to me because I am a woman and Latina.

Image: V.A.M.P. Stucco
I could probably talk to you all day. But I’ll keep the next couple of questions brief. What is your vision for V.A.M.P. Stucco’s future? Where do you see the company in five or ten years?
We currently have 32 employees, and I would like to grow that number to 75. We also want to increase the number of Latino project managers in our company. Currently, we run six to seven crews, and we would like to expand that to 12 to 15 crews. We are committed to investing in our business infrastructure to achieve these goals.
But I don’t think anything would make me prouder as a Latina, make the Latino community prouder, or my grandpa prouder than to say, “we did this.” Because we all did it. This was not just me. This is all those guys who go out there and climb six stories of scaffolding every day lugging 80-pound buckets of stucco.
This is all of us accomplishing something together.
It’s inspiring to see companies like yours making a positive impact on the community. Your hard work and dedication are not only benefiting your business and family but all the employees who can take their paychecks back to their families at the end of the day. That’s how community wealth is built. So thank you.
One final question: now that you’ve completed the LLI, what have you learned? What are you taking away?
Well, first, I’m never leaving the LLI. I want to be a part of it forever.
But also that there’s… there’s people who will help you just because they want to help you. That’s not common when you’re in my position. To have people who want to help me without asking anything of me is magic. It’s unbelievable. It’s something that doesn’t happen to me every day.
I’ve been fortunate to receive help navigating the business world from other Latinos and people of color. They’ve helped me with everything from filling out paperwork to getting certified as a minority and woman-owned business. I’m grateful for their support and the support of organizations like LLI.
Thanks, Amy. This has been the brightest part of my day.
About V.A.M.P. Stucco
V.A.M.P. Stucco is Denver’s premier expert in stucco solutions for all property types including residential, multifamily, commercial, and government. Their woman and minority-owned construction business is built on a foundation of trust, offering services that span from stucco installation to stucco refinishing to addressing issues such as stucco cracking, delamination, and moisture damage repair.
About Harry Hollines, Chief Strategy Officer, LLI
Harry believes that the future growth of the U.S. economy hinges on the success of Latino entrepreneurship and the growth of Latino-owned companies. After a career leading corporate and business development with private equity and venture capital-backed companies, Harry joined the LLI to address the persistent barriers that hinder Latinos from fully realizing their economic potential.