Rooted in culture and fueled by ambition, Cal State East Bay alumna Rose Aguilar followed her dream of opening a concha bakery and cafe that celebrates tradition while inspiring future entrepreneurs.
From the age of five, Aguilar dreamed of giving back to her community one sweet bread at a time. A childhood trip to Mexico sparked her dream of sharing the warmth of family, culture, and traditional conchas through a business of her own. Driven by her vision, Aguilar grew into a hardworking individual — always being a helpful daughter, a dedicated student, and someone who never lost sight of her goal.
Aguilar pursued higher education at CSUEB, where she majored in accounting. Her passion for opening a concha shop motivated her to complete her bachelor’s degree, graduating in 2014.
She described it as a privilege to be a Hispanic woman with the opportunity to not only attend college, but also to gain financial knowledge that would support her future business goals.
Aguilar reflected, “[CSU] East Bay was a blessing. It honestly prepared me for my business. Accounting is essential when opening a business, and understanding the language of money from the beginning has been a major part of our success.”
For dreamers that wish to pursue their own business ventures, Aguilar recommends, “Don’t be afraid to start small. Starting small may seem scary, but it is also the best time to learn the basics about business and how you can slowly take bigger steps from there. Let things happen organically.”
Years of preparation through education and professional experience eventually led Aguilar to take a leap of faith and begin her journey from accountant to business owner. During the COVID-19 pandemic, she saw the opportunity to finally pursue her dream of opening a business.
Through extensive research, Aguilar explored the importance of “pan dulce” (sweet bread) in Mexican culture, and discovered that the concha best symbolized family.
“When one thinks of pan dulce, they think of the concha. The more research we did, the more we realized how much culture and a sense of family are connected to it, which is why we chose to learn how to make conchas,”Aguilar said.
Aguilar’s analysis proved true, as making conchas strengthened her family’s bond, motivating her to not give up during the pandemic.
“The dream became real, not only for me but for my family. I noticed it was not just my dream, but our dream. Seeing my baby’s apron filled with flour and my mom and husband supporting the reality of this dream solidified this was meant to be,” she said.
With the support of her family, Aguilar made her lifelong vision come true when she opened Concha Dreams in November 2025. She chose Hayward for her shop because it was where her journey began.
“My family and I lived here, we started from home here in Hayward, so it made sense to start here for our location,” she explained.
Opening the store wasn’t easy; finding a space that could accommodate the kitchen and storefront proved difficult.
“As a small business, it’s hard to get from Point A to Point B,” Aguilar said, “Point A is being able to open that dream, but the obstacle is finding a place that is sustainable and affordable.”
Despite these hurdles, Aguilar considers it a blessing to see her dream come true. For Aguilar, the most rewarding part of her business is connecting with the community and sharing culture through food.
“We are a family sharing our bread,” she said, “As a family, we create these conchas by hand, make the coffees together, and work side by side in the business. You get a taste of our family, and you get a taste of our culture.”
Today, Concha Dreams is more than just a bakery — it’s a celebration of family, culture, and relentless determination. From an inspired five-year-old, to a CSU East Bay graduate and business owner, Aguilar demonstrates how passion, hard work, and courage can transform a dream into reality. With every sweet bite, Aguilar’s dream continues to inspire others to follow their own.
“When people taste our conchas, they’re not just tasting pastries — they’re tasting our story,” Aguilar said with a smile.
