Like the elevated streetwear that they carry, Ron and Tricia Benitez’s San Francisco store Asmblyhall represents their community’s voice, their history, what they’ve come and what they aspire to be.

"The original intent was to have a place where people can come shop, congregate, and assemble," said Ron. "But we also wanted to do something with fashion, art, and music."

Ron and Tricia both come from the corporate retail world. But their Filipino-American upbringing encouraged them to develop their entrepreneurial spirit.

Tricia's grandmother operated one of the first Asian-American grocery stores in the San Francisco Bay Area in the 70s. Ron's father was in the U.S. Navy and his mother was a nurse.

"Growing up, that’s what you thought you would do," Ron said. "[But] it's great to break out of that mold and inspire other Filipinos that are younger than us and that you can follow passions and your dreams."

They opened their lifestyle apparel and accessory boutique in 2011 with a focus on supporting local products.

Through the years, they also met with other Fil-Am entrepreneurs where the couple found a deeper purpose.

For Ron and Tricia, the goal is also to empower other Fil-m business owners by providing mentorship and guidance, especially to those who are just starting.

Through events like Undiscovered, the Filipino night market in San Francisco, the couple helped establish the Filipino Cultural District south of the market neighborhood.

They are also working on building a permanent space for Filipino retailers and entrepreneurs in the city, which they hope to call "Republika."

As reputable business owners, the Benitez couple was invited to a roundtable discussion with U.S. Vice President Kamala Harris to talk about issues Asian American and Pacific Islander entrepreneurs are facing.

They were also invited to the White House, where Tricia was honored with other women business owners by U.S. President Joe Biden.

All these years and all that we've been doing is trying to have a business, do something that we love, work with the Filipino community," said Tricia. "To be acknowledged in that way felt almost surreal for us."

Ron and Tricia Benitez's pride in Filipino culture and their belief in their community's strengths drives them to represent  through their space, their products, and their vision to make a difference.