This paper examines the role of women in family business. Prior studies suggest that in Latin America the contribution of women in family business remains largely hidden, often relegated to a supportive role. Drawing on an entrepreneurial stewardship perspective, this study challenges that perception, paying close attention to the contribution of women to family business continuity. This study relies on a multiple case study design, and uses a critical approach to examine family businesses in rural areas of Honduras. We find that gendered norms are fluid, as women’s roles are multi-faceted being simultaneously influenced by household and family business logics. Thus, the contribution of women emerges specifically in terms of embracing a stewarding role, nurturing resilience, and shaping family and business networks. What our findings point to is that the contribution of women to the continuity of family businesses in Latin America, previously perceived as invisible and/or disguised, is enacted through a formal and visible managerial role, as well as an informal and discreet stewarding role. Implications for theory and practice, as well as opportunities for future research, are offered.