Influential Woman · Non profit organizations
Heather Cuevas
Founder, There She Glow Foundation
Los Angeles, CA
Her Story
About Heather
Heather Cuevas is the founder of There She Glow Foundation, a nonprofit organization whose vision began in 2017 as a blog and has since evolved into a mission centered on helping women heal, rebuild, and break generational cycles. Drawing from her own experiences with trauma and rebuilding, Cuevas is developing programs designed to provide women with more than a temporary moment of support—creating opportunities for long-term healing, restoration, and brighter futures for their daughters.
A Los Angeles native, Cuevas graduated from high school and attended community college while initially pursuing communications. Much of her expertise, however, has been built through hands-on experience, self-education, observation, and learning directly from others working in the field. She believes that some of the most valuable lessons come from being willing to learn, adapt, and keep going.
For Cuevas, relationships have been one of the greatest catalysts for growth. She believes in building genuine connections and getting to know people before approaching them from a business perspective. Those authentic relationships have often opened the door to opportunities she may not have otherwise encountered.
Integrity and authenticity are at the heart of how Cuevas approaches both her work and her relationships. Her advice to women entering the nonprofit or entrepreneurial space is simple: genuinely love what you do, be patient with the process, and don’t allow rejection to convince you to stop. Keep showing up, keep learning, and keep pursuing the “yes.”
As There She Glow Foundation continues to grow, Cuevas recognizes that one of the biggest challenges in the nonprofit sector is creating sustainable funding beyond grants—funding that supports the long-term needs of the women being served rather than focusing only on immediate results. She believes meaningful healing and rebuilding take time, and lasting impact requires an investment in the process, not just the moment.
Her Interview
Ten minutes with Heather
01What do you attribute your success to?
Relationships, more than anything. I think it’s really important to develop relationships personally before you enter into business with someone. Get to know who they are, understand their character, and see if it aligns with your business, your values, and what you need.
Relationships are so important in the grand scheme of things because you never know who someone knows. They may know someone who knows someone who can open a door or create an opportunity you never expected. And honestly, some really beautiful things can come from those genuine connections.
02What’s the best career advice you’ve ever received?
When Plan A doesn't work, make Plan B Plan A.
03What advice would you give to young women entering your industry?
You really have to have a love for what you do and, more importantly, for the people you’re serving. It takes a lot of patience and it takes time. You’re going to hear “no,” and that’s okay. Just stay focused, keep going, and keep believing in what you’re doing. If you get a no, keep going until someone tells you yes.
04What are the biggest challenges or opportunities in your field right now?
I think one of the biggest challenges is understanding that grants alone aren’t going to keep a nonprofit afloat. Especially with the type of work that I do, you want to provide more than just a moment of support for someone. These traumas can last, and they stick with you. So the goal is to have funding that actually makes a lasting difference, rather than just making a woman feel good in that moment.
I think that’s one of the biggest hurdles because a lot of donors want to know, “What’s going to happen right now? What’s the immediate result?” But the reality is, these are people’s lives. Healing and rebuilding is a process, and meaningful change takes time. The opportunity is finding partners and funding that understand that and are willing to invest in the process, not just the moment.
05What values are most important to you in your work and personal life?
Integrity is always going to take you far. Authenticity. Yeah, those are the most important values in life and in business with me.
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