For owners Rosanna (Rossy) Fernández and Junior Guaba, La Familia Mini Market isn’t just a business. It’s a labor of love that reflects their Dominican roots, values and connection to the people they serve.
Over the past four years, La Familia has become a hub for St. Joe’s students, families and workers, offering not just groceries, household supplies and fresh cooked food but also a sense of belonging. The mini market is located at 2117 N. 63rd St. in Philadelphia, on the edge of the Hawk Hill campus near the Overbrook SEPTA train station.
Originally from the Dominican Republic, Fernández and Guaba, a couple, have lived in Philadelphia for 10 years. Opening the market was their first leap into entrepreneurship. Before starting La Familia, they worked in bodegas — small convenience stores — in Philadelphia, gaining experience that prepared them for this new chapter. When the opportunity came to open their own store in 2021, they chose the Overbrook neighborhood for its tranquility and proximity to students.
“We already knew this area before we moved here, and it just felt right,” Fernández said through a translator.
The name La Familia was inspired by the youngest of their two children, who suggested it because family has always been at the heart of their lives.
“All our children work here,” Fernández added, underscoring how the business is a true family effort.
Opening in 2021 brought its share of challenges, especially due to the covid-19 pandemic. The owners adapted quickly, prioritizing hygiene while also expanding their menu to include beloved Caribbean staples like empanadillas. These changes reflected their determination to serve their community while staying connected to their roots.
“We lean toward what the customer is looking for,” Guaba explained through a translator.
La Familia’s shelves are stocked with a mix of essentials and products that provide a taste of home, like tostones, twice-fried plantain slices, and a variety of products from the Goya brand that are hard to find in U.S. supermarkets but hold deep cultural significance.
“We bring in things that people from Latin America and the Caribbean miss,” Fernández said.
But La Familia is about more than just products. It’s about creating a space where everyone feels welcome. Fernández and Guaba go out of their way to ensure every customer feels like part of their extended family.
“We want you to feel like this is your home,” Fernández said with a smile.
Even customers from outside the Latino community have embraced the welcoming atmosphere. One evening, Fernández told an American customer, “Here you go, papi,” an expression of care and affection in Spanish. She said the young customer replied, “Gracias.”
La Familia’s connection to the community has created countless meaningful moments. Fernández became emotional as she recounted times when student customers brought their parents to the store after graduation to say thank you. Student customers have also donated items they no longer need after graduation, such as home appliances and clothes, which Fernández and Guaba send to families in the Dominican Republic.
For St. Joe’s students, the couple’s care for the community goes far beyond the typical role of business owners. Some of the students have Guaba and Fernández’s phone numbers and will call or text them after hours. Sometimes, parents will call, too.
“One of my friends was sick, and they needed medicine, and most of the stores nearby were closed,” said Daniela Lavergne-Vassallo ’25. “They texted [Fernández and Guaba] and asked if by any chance they could give them some medicine. And they said yes.”
Lavergne-Vassallo said the couple is generous, too.
“Sometimes my card declines, and they’re like, ‘You can pay next time.’ That’s something you will get nowhere else,” Lavergne-Vassallo said.
Through all the ups and downs, Fernández and Guaba remain enthusiastic about the future of their business.
“We’re excited about what’s ahead,” Fernández said.
