Fiserv and Rutgers–Newark Honor First-Generation Entrepreneurs

Rutgers University Newark and Fiserv, a leading global provider of payments and financial technology solutions, marked the fourth annual Back2Business event by awarding grants to two business owners who completed a program designed for first-generation entrepreneurs.

The event highlighted the ongoing partnership between Rutgers Newark and Fiserv and their shared commitment to supporting small business development. This year’s awardees - Lina Escobar, founder of Sweet Aurora Soap and Candle, and Brenda Nava, founder of Daniela Event Design & Party Rental - were among 16 graduates of Rutgers Business School’s Entrepreneurship Pioneer Initiative (EPI).

The EPI program, launched through Rutgers Business School’s Center for Urban Entrepreneurship and Economic Development (CUEED), provides mentorship, business education, and long-term strategic guidance to first-generation entrepreneurs. Escobar and Nava each received $5,000 grants to invest in growing their businesses.

Rutgers Newark Provost Jeffrey Robinson, founder of the EPI program, and Jasmine Cordero, its director, said the event reflected both the program’s impact and the strength of Rutgers Newark’s partnership with Fiserv. Now in its 17th year, EPI has supported hundreds of entrepreneurs.

Cordero noted that the Back2Business grants can be a meaningful catalyst for business growth.

“Even a few thousand dollars can make a big difference,” she said. “It allows entrepreneurs to put resources toward marketing and operations and move their businesses forward.”

Neil Wilcox, Fiserv’s Global Head of Corporate Responsibility, encouraged the entrepreneurs as they continue their journeys.

“Entrepreneurship is what makes this country special,” he said. “It provides opportunity, creativity, and jobs. Small business owners are essential to our communities.”

Linda Wellbrock, Vice President of Community Relations and Strategic Partnerships at Fiserv, also emphasized the importance of entrepreneurs, calling them “the economic engine of our country.” She noted that there are more than 60 million entrepreneurs nationwide and nearly one million small businesses in New Jersey, more than 40 percent of which are owned by women.

During the ceremony, Wellbrock spoke with the honorees about their businesses and inspiration.

“There’s so much meaning behind what you’ve built,” she said.

Nava said her entrepreneurial journey began informally.

“I was the mom who sold candy at school,” she said. She later started renting tables and chairs to Hispanic friends and neighbors planning weddings and quinceañeras. Over time, clients began requesting additional services, including décor and event design.

“I love serving the Hispanic community,” Nava said. “People started saying, ‘I want decorations too.’”

Today, her Somerset-based business creates full-service event experiences. She named the company after her eldest daughter, Daniela.

Escobar’s business grew out of her sensitivity to chemicals and fragrances. Seeking alternatives to mainstream products, she launched Sweet Aurora Soap and Candle, first offering soaps and later expanding into candles, diffusers, and bath and body products.

“I tapped into something special,” said Escobar, whose company is based in Secaucus. “The brand became a way to turn everyday routines into moments of care—whether it’s washing your hands or lighting a candle.”

The name Sweet Aurora reflects a new chapter for Escobar, who previously ran a baking business. Aurora, she explained, represents both the northern lights and a fresh start.

“It felt like a new beginning, built on everything I had already learned,'' she said.

Both entrepreneurs spoke about the challenges they continue to navigate.

“We always have different challenges,” Nava said.

Escobar added that staying grounded in her belief in the business has been essential.

The Fiserv grants will help both women take next steps. Nava plans to open a new space for her business, while Escobar hopes to strengthen Sweet Aurora’s online presence and purchase additional raw materials to meet growing demand.

“You learn a lot about yourself when you take that leap of faith,” Escobar said.

Robinson said the ceremony reflects the broader Rutgers Newark Fiserv Inclusive Innovation Program, launched in 2022, which supports innovation in financial technology through research, internships, and local entrepreneurship.

“Access creates opportunity,” he said.

The event was held at the Fiserv + Rutgers University Newark Innovation Hub (iHub), which houses the partnership’s programs.

To date, 124 Fiserv + RU-N Scholars have completed programming through the iHub.