La Catrina Mexican Shop Owner on Immigration and Business

What does it take to turn a candy stand in a nearly empty mall into a full Mexican gift shop with a loyal following? Giovana, owner of La Catrina Mexican Shop, walks through exactly how she did it — and the identity questions she had to work through along the way.

Giovana was born in Tuxpan, Zacatecas, and crossed into the U.S. with her family as a toddler. She grew up in Haltom City, Texas, spent five years working in human resources at Canales Furniture, and never planned on entrepreneurship — until her father, a former Dr. Pepper Hispanic market manager, started his own distribution business during the pandemic and asked for her help. That request turned into La Catrina Mexican Shop, which opened inside Ridgmar Mall in November 2023.

The strongest story here is how little of it was planned. The shop started as a straightforward candy store. Customers kept asking for gift baskets, pottery, and trending items they'd seen on TikTok — like chamoy pickle kits — and Giovana adjusted the business in real time. She also talks openly about being told for most of her life that she "doesn't look Mexican" or "doesn't sound Mexican," and why she's chosen to speak proudly about being an immigrant instead of downplaying it.

This conversation is for anyone thinking about turning a side hustle into a storefront, anyone who has felt caught between two cultures, and anyone curious about what it actually takes to build trust at vendor markets and turn strangers into regulars.

What You Will Hear

• How a father-daughter distribution business turned into a full retail storefront
• Why the shop's original name didn't work and how "La Catrina" was chosen instead
• The vendor-market mistakes that cost her sales, and what she changed
• How social media and TikTok trends directly shaped what she stocks
• Why she sources pottery and artisan goods directly from families in Mexico rather than through wholesalers

Topics Discussed

• Crossing the border as a child and the years-long path to citizenship
• Growing up bicultural in Haltom City and navigating questions about her identity
• Her father's career at Dr. Pepper and his pivot into his own distribution business during the pandemic
• Leaving a human resources career to help run a family business
• How the name La Catrina was chosen and what it represents
• Turning a candy store into a full Mexican gift shop based on customer demand
• Lessons learned from vendor markets, including what not to bring
• Sourcing artisan pottery and goods directly from Mexico
• Hosting her own pop-up markets to support other small businesses
• What she'd tell her younger self about building a business

Guest Information Guest: Giovana Professional Title: Owner, La Catrina Mexican Shop Business/Organization: La Catrina Mexican Shop, located inside Ridgmar Mall, Fort Worth Website: 

Website:  https://lacatrinamxshop.com/

Before You Go Follow The Global Latin Factor Podcast so you never miss an episode, and if this story moved you, leave a rating or review — it helps other listeners find these conversations. Share this episode with someone building a small business of their own, and go connect with Giovana at @lacatrina_mxhop. For another Fort Worth small-business story, check out our episode with Eddie "Mr. Picoso."

Follow the Global Latin Factor Podcast for more conversations with Latino entrepreneurs and community leaders.

Transcript

(00:02) Welcome, welcome you and all to another episode of the Global Latin Factor Podcast, where we talk about Latino everything. I am your host, Christine Valentine. Make sure you subscribe to the channel right now — you have nothing to lose and so much to gain from amazing stories like Giovanna's. She is the owner of La Catrina Mexican Shop.

(00:21) She has amazing merchandise, an amazing story from HR to now helping other entrepreneurs. And now, to the episode.

>> Excellent. Thank you so much for joining me. Thank you so much for being here. I met you — we were talking earlier this summer. I think it's the first time I saw you set up.

(01:01) I thought it was really neat. I saw you at the coffee with the Chamber, being involved, and I thought that was pretty neat. We chitchatted a little bit like we always do, and I said, "Okay, today's the day."
>> Today was the day.
>> Yes. And thank you so much — I'm super honored that you're here, because you live in Fort Worth but we record in Dallas, so it's a bit of a drive for people who don't know. It feels great when somebody's willing to take the time. So gracias.

(01:32) Before we get started, we're going to start with a segment I like to call "Al Tanteo." If you have not subscribed to the channel, I don't know what you're waiting for — don't miss out on the opportunity to learn, to get inspired by all these amazing Latinos we have, all these amazing human beings in the community doing amazing things.

(01:55) Are you ready?
>> I'm ready.
>> Tacos or tortas?
>> I'm going to say tacos.
>> Corn tortilla or flour tortillas?
>> Flour tortillas.
>> Gorditas or pupusas?
>> Some people might hate me for this one — pupusas.
>> Pupusas. For people who don't know where you're from originally — Zacatecas?
>> Yes, I was born in Tacú, Zacatecas.

(02:20) >> Tacú, Zacatecas. Now, what is the most popular, favorite dish from Zacatecas, where you're from?
>> That one's super easy — it's asado.
>> Straight up. For people who don't know what it is, what does it consist of?
>> Asado is usually pork, beautifully made in an incredible red chile salsa. Some people call it mole — I just know it as red salsa. It's picante, a little bit sweet, not too much, especially from Zacatecas. You can get a very sweet asado en bola or a very spicy one. I tend to go for the spicy one. As its name suggests, it's usually used for weddings, baby showers — a dish everyone makes to celebrate.

(03:09) >> When you say mole, in my mind I think of the mole with a million things in it — the guajillos, the peanuts, all kinds of stuff. Is it similar, or just the chile rojo?
>> Not necessarily mole. Yeah, it's just the chile rojo, but some people call it mole and I'm like, no.
>> Right, some people don't know it's not mole, because mole is its own thing. If you don't tell somebody who makes mole, they'll be like, "What?"
>> They'll be like, "It's not mole."

(03:30) >> Okay — Jarritos, which flavor do you prefer?
>> I'm going to go with tamarindo.
>> Tamarindo, can't go wrong with that. Mandarina or toronja?
>> Nice.
>> Menudo or pozole?
>> Oh, that one's hard. Can I say both?
>> Sure.
>> I'll go with both.
>> Okay, so what's your preference for the day — let's say menudo maybe on a Sunday, or pozole to celebrate something? Is there a particular occasion for each?

(04:14) >> Exactly — menudo is for the morning, and pozole, actually my family would have pozole for Thanksgiving.
>> Oh, really?
>> Yeah, we wouldn't do a whole big turkey meal, we'd do pozole for Thanksgiving, for a long time. I don't know, maybe I wanted to assimilate to the culture here, so I convinced my mom that one of these days — many years ago — we'd do a turkey.
>> Mhm.
>> And ever since, we've done turkey, but now — I don't eat any meat, but they do the pozole too. It started because I just wanted to ask her, like, everybody's doing it, let's just do it too.

(04:51) >> Yeah, it's like everyone does it. It's kind of neat — the family gets together for a solid meal. Sometimes throughout the year you don't even get that, because everybody's doing different things. It's a moment to sit down with the whole family and have a nice meal and chitchat. I think it's pretty neat.

>> Salsa roja or salsa verde? I think it depends on the food — for chilaquiles, salsa verde all the way, but for tacos I tend to go for salsa roja.
>> Really? I like salsa verde — something about the tomatillo just does it for me.
>> Valentina, Tabasco, Cholula, or Tapatío hot sauce?
>> Valentina, 100%.
>> Churros or flan?
>> Churros.

(05:08) >> Out of this neat little candy bag you gave me today — we're going to talk a little about your story with candy — favorite one? I think I'd go with the original, the OG, Pulparindo.
>> Pulparindo.
>> What is your favorite candy in general? These candies are kind of the reason you wanted to start your business — what's the one that sparked that?
>> This is hard, because growing up as a kid I loved candy — I had the cavities to prove it, the root canal to prove it. I was a candy girl. I'd say Bocadín was my favorite candy.

(06:06) >> What is that — Bocadín?
>> That's the chocolate wafer — a little green and yellow bar, plain chocolate wafer, I think with a bit of peanut in it.
>> Yeah.
>> That was always my favorite. They always had it in the piñatas and the little bags at parties. That was always my go-to.
>> Yeah, I like mazapán.
>> Mazapán — I love it, but I get tired of it because it kind of gets stuck in your throat. Kind of like when a flavor gets stuck, I just don't like it anymore.
>> Yeah, I got you.

(06:40) Yeah, for me it's been that too. When you hear the word "Latino," "Latina," or "Latinx," what's the first thing that comes to mind?
>> I think for me it's kind of funny.
>> Mhm.
>> I think people have a hard time distinguishing whether they're Latino, Mexican, Chicano, or mixed. It's one of those words where people get kind of stunned for a moment and don't know how to identify themselves. Usually I go back to: Latinos are from all of Latin America, and Hispanics are predominantly those who speak Spanish — so that doesn't include Brazil, which speaks Portuguese.

(07:24) So for me, when I think Latino or Latina, I don't actually consider myself Latina — I'm Mexican, if that makes sense.
>> Absolutely.
>> That's always what goes through my mind. Like, "Oh yeah, you can call me Latina, but I usually prefer Mexicana."
>> Mexicana, absolutely.

(07:40) That's why I asked the question — it's not like, "Oh no, you're on the Global Latin Factor, you'd better be Latino-type" — because I've even had a guest, Abelio, who is very indigenous-identified. He does a lot of different things, very Mexica/Azteca-rooted, and he doesn't align with the word "Latino" at all. So that's perfectly fine, because it's all about the conversation of what you prefer. Thank you for the explanation — I've done that many times, explaining the difference to people who don't understand it. But if it's your preference, hey, thank you.

(08:14) >> There you go. Yeah, I was born in Mexico. Okay, so let's get started with the conversation — I like to say interview, but really it's just curiosity about people. Growing up — where were you, and what do you remember from being over there and the things you experienced growing up?

(08:38) >> So I was there until I was three years old. When I was three, my parents brought me over here as a baby. My sister was five. I think the last memory I had was her third birthday — we were celebrating down there, and they threw a huge party right outside our house. My mom had made our matching dresses, and I have pictures of the piñata — it was the biggest party in the world, and I was so jealous because I didn't get to have my own quinceañera-style birthday party in Mexico, since we'd already come here. So we never really had one for me, and I always kind of wanted one.

(09:14) I saw the photos and remember wanting one — just little details like that.
>> That's crazy — you were what, two years old?
>> I think I was like one.
>> Wow.
>> I just remember the dress specifically, and I remember my sister because her eye was swollen from a mosquito bite. I just remember that. And our house, you know, was made of concrete over there, so when I'd throw tantrums I'd throw myself on the ground and dislocate my knees — for real.
>> Yeah.

(09:35) >> Wow — first of all, I'm astonished at the memory you have from being so young, because some people can't remember much at all.
>> I probably blocked a lot out — I probably fell down and stuff. One time I think I hit my forehead on furniture when I was little — of course I don't remember that, but my mom reminds me often. But to remember certain things like that is crazy.

(10:06) >> That's the funniest thing — I remember that, and then I remember being here in Texas.
>> Yeah, in Haltom City.
>> So when you started realizing the things about growing up in Haltom City, how did it feel? Could you tell there were two different worlds going on — school versus home?

(10:34) >> I'll definitely say I grew up bicultural — we spoke Spanish in my house, but I didn't speak Spanish at first. My parents would speak to me in Spanish, I'd understand it, maybe say a couple words like "sirvienta" or "plato," but I never really spoke it myself. So growing up, it just felt normal. I knew I was Mexican, knew my roots, my food — I wasn't picky at all, I ate everything.

(10:53) But growing up in school, it felt like I was just a normal American kid. It wasn't until high school that I really started leaning into what it meant to be Mexican — seeing my classmates, their ethnicities, their traditions, and thinking, "Okay, I think I'm lacking a little in that." We'd go to Mexico every summer, and I wouldn't speak at all — I was scared to speak Spanish because, you know how they are, they're brutal down there.

(11:20) >> Oh yeah.
>> They'd make fun of me, saying, "You sound like you learned Spanish in America." And it's like, "Well, I did — you're not wrong."
>> Yeah.
>> But yeah, I just knew I was Mexican, knew where I was from, and was proud of it. My friends were really impressed that I was born in Mexico, because only two or three of us in my class were born there — everyone else was born here. Around middle or high school is really when I grew into what it means to be Mexicana.

(12:01) >> Nice. So in Haltom, going to school, nobody really saw you as different — everything was pretty normal? No racism because you were Mexican?
>> Yeah.
>> Were there a lot more Mexicans there too?

(12:19) >> Oh my gosh, yes — because when I went to Haltom High School, Birdville ISD had open enrollment, so there was an influx of kids from Fort Worth ISD, and I started to see more of that. People wouldn't exactly make fun of me, but they'd say, "You're not Mexican, you don't look Mexican, you don't act Mexican." And I'm like, "But I am."

(13:02) >> So what were they expecting you to act like? What would've made you a "certified" Mexicana in their minds?
>> I guess they wanted me eating hot Cheetos for breakfast and speaking Spanish, since I didn't speak Spanish with my friends.
>> Maybe that's what they were referring to — you weren't speaking Spanish.
>> There was always, "Oh, I thought you were born here."

(13:15) >> When people say that, I know they're just seeking clarity — your English is really good, and maybe a bit of ignorance too. How does it make you feel when they say, "I thought you were born here," knowing you weren't?
>> I have kind of an identity crisis about it, honestly, because even today people still say that, and I'm like, no. I'm not offended by it, but my English is just — it's normal, I've grown up here my whole life, and when I switch to Spanish I don't think I have an accent either. It doesn't hurt exactly, but I'm so proud to be Mexican, and it makes me feel a little weird when people assume otherwise — not that it's meant as an insult.

(14:10) >> You know, for a long time I wanted to learn English really well, because I was born in Mexico and crossed illegally when I was 11. I wanted to hurry up and learn English — kind of assimilating without realizing that's what I was doing. It wasn't that I was scared to tell people where I was from, but I wasn't necessarily proud to say I was born in Mexico. Now, anybody who asks me, I say I was born in Mexico — in Morelos, specifically. I stand on it now, because for a long time, I don't know if it was fear or I just didn't understand what was happening in my head, but I made it seem like I wasn't proud of being born there. It was a weird identity thing.

(14:59) >> For me, my experience was more with kids making fun of me — I did go to ESL. Did you have ESL classes?
>> No, I didn't — I actually took Spanish class in school and got an award for it.
>> It's not easy to learn the Spanish they teach in school, even if you're a fluent speaker, because it's not the same Spanish we speak at home.

(15:16) >> My parents actually made fun of me — like, "How'd you get a Spanish award when you don't even speak Spanish?" And I was like, "Well, I do know Spanish — I was better than all the other kids in Spanish class." I was better than Jacob, better than Derek.
>> There you go. What are your earliest memories of visiting Mexico?

(15:54) >> I remember this vividly, because when I came over I crossed illegally too, and I didn't get papers until fifth grade. From third grade until fifth grade, my parents would pull me and my sister out of school around Christmas break because we had so many appointments to get our naturalization and citizenship papers.

(16:12) I remember the process vividly — pulled out of class, going early, sitting for hours with my parents, signing things, taking pictures. Finally in fifth grade we got our papers.
>> Yeah.
>> That was the first time we drove to Zacatecas — 16 hours, my dad did the whole trip in one go.

(16:33) >> For me it was similar — the physicals, the pictures, the biometrics, the whole process. I don't remember it vividly, but I remember it being weird, going through those appointments as a kid.
>> Yeah.
>> My dad had gotten residency through an amnesty program back in 1985, and that's how we were able to start the process — but we had to come here illegally first, after paying all the fees to the coyotes.

(17:15) >> My parents — funny story — they had a tanda (a savings pool) at work. Someone saw the money my mom had saved and stole it, so they had to start another tanda to make it happen. That's how they were able to bring me and my two sisters across, pay the coyote, and get here. Then we went through the whole legal process and paid an attorney to finish it — it took years.

(17:34) >> How did the legal path open up for your family, if you don't mind me asking?
>> It was my mom — she was already a resident. Almost the same way you described it — because she was a resident, we were able to come in through an amnesty/pardon program for children of residents. Technically it started with my grandfather, who crossed illegally and later got his residency through his job, which then helped my uncles and aunts get residency too.

(18:08) >> Nice. Did your side end up in Haltom City too?
>> No, he went to Los Angeles, California. I ended up specifically in Haltom City because I had aunts and uncles already living here.

(18:28) It's like everyone — if you've heard of Tacú — we're all concentrated in Fort Worth, specifically North Side. I don't know if it's a Zacatecas thing, but at community events I'll make announcements and nobody moves — I don't know if it's just that our group tends to be quieter, because usually people from Zacatecas are proud, loud, and rambunctious.

(19:23) >> What is Tacú known for specifically?
>> We have La Casa Grande there — a huge old mansion, most famous because Pancho Villa stayed there during the Toma de Zacatecas. It's a beautiful, huge mansion. It belonged to a rich family, and the rumor is they escaped through tunnels underneath when Pancho Villa came, taking from the rich to give to the poor. He took over the property and gave it to the pueblo, and now it's a museum you can visit. We also have our church there, and we're about 15 minutes outside the city of Zacatecas. We're also known for the "trojes" (grain silos) where they kept grain and seeds for trading.

(20:32) >> What are your thoughts on Pancho Villa now that you know a bit more about him?
>> My dad was hilarious — he had posters of Pancho Villa in our house, saying, "This is a real man, very macho, very proud." Honestly I don't know a ton about him — all I know is he took from the rich and gave to the poor.

(21:13) >> Depending on who you ask, he's very iconic. I've worn him on a shirt before, but his methods were sometimes very aggressive — from cutting ears off Americans to stealing, to worse. But the bigger thing people praise him for was fighting for the revolution, which doesn't excuse the horrible parts. It just depends on who you ask — historians paint him differently than someone in the pueblo who saw him bring food and money, which reads more like a Robin Hood figure.

(21:56) >> So, back to the 16-hour drive — do you remember it? Did you stop anywhere?
>> Yeah, we'd usually leave Fort Worth around 5 or 6 p.m. to drive through the night and arrive in Zacatecas in the morning. The stretch through Nuevo León and Coahuila was always so boring — of course now they've built tollways and fixed the roads, so it's faster. Once you actually reach the city of Zacatecas, you're like, "Oh my gosh, we're finally here."

(22:36) Later on we'd change it up and stay overnight in Laredo, then make the drive the next morning, since it wasn't as safe to drive at night anymore. We'd take precautions — stay at the border, wake up early, head through. Now with toll roads it's a lot faster.

(23:05) >> It's funny, a lot of Mexican families used to drive straight through at night, and Texas alone feels endless.
>> "Are we there yet?" "No, you're still in Texas." Twelve hours later — still in Texas.

(23:22) >> Once you arrived, I'm sure your dad was excited to visit after being away for years. How did it feel for you?
>> It felt like a little adventure, going home to Mexico. I was excited because we still had our house in Guadalupe, so I wanted to go back to it. But the first time we went, the house had been sitting empty for like 10 to 12 years, so we couldn't stay there — we stayed with an uncle and would go clean it during the day.

(24:07) By the time we left, the house was fully cleaned and we'd unpacked some things we'd brought, so it finally started feeling like home — but then it was time to go back. We ended up returning that September for the "Feria de las Fiestas," and it felt better because the house was already clean, so we could actually stay there. It felt surreal — I remembered it, but also didn't. My mom would say, "Remember, you fell right there," or "Remember pulling up a chair to see your grandpa?" since my grandparents lived next door.

(24:56) It was just a one-bedroom, one-bathroom house with a small kitchen and living room. Now it's two stories — we've built it into my parents' dream retirement home.

>> That's awesome. Was there a lack of opportunity there that led your parents, and your grandfather before them, to come to the U.S.? Were you cattle ranchers, farmers — was there something specific?
>> My dad worked for Mexicana — the airline. It was a great job.

(25:22) I think it was just my parents asking, "What do we want? Do we want our kids to grow up here? Should we at least try it?" Everyone's parents seem to have the same plan — "We'll go for a few years, make some money, then come back" — and it just never happens. My dad initially said two or three years; it's been 40 years now.

(26:12) >> So he's not going back.
>> No, and that's okay. Life here is just easier in a lot of ways — even if it's challenging, it's still more accessible; everybody drives, there's more built infrastructure.
>> Exactly.

(26:12) >> So it wasn't necessarily urgency, more a question of what you wanted to do. It's possible it could've been you all instead. How many kids in your family?
>> Just me and my sister.

>> Did you experience any entrepreneurship growing up? Was anyone in your family running businesses — anything that made you think about entrepreneurship early on?

(26:47) >> No — my dad was just a hard worker. He still is; he's my hero, my inspiration. I wanted to be a lawyer, wanted to do criminology, wanted to be a pathologist — I wanted a "job." Entrepreneurship is literally brand new to me. I've only been doing this for three years, and it's only been in my mind for three years, and I'm genuinely happy I did it. My career path was totally different — I did five years in Human Resources before this.

(27:06) >> Wow.
>> It wasn't something I dreamed about my whole life. My dad always had steady jobs, but he was a great salesman, worker, with leadership, discipline, and integrity — and he's the one who got me into entrepreneurship, because he used to be the Hispanic market manager for Dr Pepper.

(27:44) Then Keurig bought Dr Pepper right as COVID was starting, and they eliminated his position — they weren't firing him outright, more like, "Do you want to stay or go?" And my dad said no — he'd built relationships with companies, restaurants, and grocery stores, and wanted to do his own thing. Right as COVID hit, he started his own distribution business, bringing in cleaning products and supplies from Mexico.

(28:15) He was busy through COVID — everyone wanted bleach and cleaning supplies. He saw that smaller Hispanic businesses were being neglected by big companies like Dr Pepper, who wanted accounts like American Airlines or the Dallas Cowboys, not a small carnicería on North Side buying three 12-packs and a couple of 2-liters.

(28:53) So my dad saw that opportunity and slowly built it up — bought a van, then trucks, got a warehouse. He slowly started pulling me in, saying, "I need help with this, I need help with photos, with the website, with a business card." And I kept thinking, one day I'm going to have to help my dad, one day I'll have to take over.

(29:10) So when I was in HR, I decided it was time to go help him — but it was always framed as helping my dad, taking over whatever direction he wanted. La Catrina itself was never on my mind at first. It just kind of happened because my dad had a warehouse on North Side, near Long Avenue and 35, and the new owner was going to lease it to someone else.

(29:50) So my dad had to look for a new location, and a friend of ours who does vehicle wraps and signage told him, "I'm moving my offices to Ridgmar Mall — they want tenants, the rent is cheap, why don't you check it out?" So we went and walked through it. If you don't know Ridgmar Mall, it's very quiet, very empty. We noticed there wasn't even a candy store in there — no basic dulcería, nothing.

(30:16) And that's how my dad got the idea — "Why don't we open a candy store?" And I said, "Okay, it's yours, I'll help, I'll work it, I'll staff it." Then my dad said, "No, I need to focus on wholesale distribution — you should run this." So I said, "Okay, I don't know what I'm doing, but let's do it." We started off with candy, a dulcería, and I thought, I want more.

(30:50) I wanted to build a store I would've loved as a kid growing up here in Haltom, when there was nothing like this around. I wanted fun stickers that reflect my childhood and traditions, cute knickknacks, trinkets, clothing — a store that just felt like me. I'm an artist too, I draw, paint, do graphic design, and my mom taught me to embroider and sew — we're jacks of all trades, doing a lot in-house. We started experimenting, and slowly the candy took a back seat as the other products grew.

(31:53) The candy sustained us for a while — people came, bought candy, piñatas — but then they wanted more. "Do you have bar cups for a birthday? Gifts? Something for a party? A card for a friend?" People told me what they wanted, and demand grew organically.

(32:13) I also noticed stores like mine already existed a lot in San Antonio, and people would reference those, or ones in California, and give me ideas of what they wanted to see — and I'd run with it.

(32:59) >> Let's back up — going into high school, with all those career fields you mentioned, was there something specific you wanted to study?
>> I graduated in the top 3% of my class, so I was automatically accepted to any Texas university, but money was tight, so I went to TCC first for basics. From there I went to Texas Wesleyan University, starting in criminal justice.

(33:22) >> Then I switched my major to marketing, because it was simpler — I just wanted to finish college in four years, and I wasn't sure criminology was really for me. So I switched to marketing, but I didn't finish at Texas Wesleyan — I only went for a year, then got my associate's degree at TCC. It wasn't a specific career path, just whatever wouldn't cost too much.

(34:01) >> Where does the art side come from? Who inspired the artist in you?
>> A little of both. My mom is the artist — I call her the creative director. She went to art school and fashion school in LA, so she was always in that world, doodling and sketching while on the phone, and that inspired me to draw and sketch too.

(34:35) But my love of graphic design actually came from high school — I was editor-in-chief of my yearbook, and they taught us Photoshop, InDesign, Illustrator. I was fully immersed in those programs and loved it — we pulled inspiration from magazines and Pinterest to make our yearbook the best it could be, and won awards for the layouts and designs.

(35:13) It was incredible because it combined photojournalism and photography with my other passions — art, drawing, graphic design, digital and traditional art all coming together.

(35:32) >> After your associate's degree, did you go straight into work, or continue school?
>> Once I graduated high school, I worked retail — James Avery, Francesca's, Dillard's. I actually got fired from Dillard's for not selling enough.
>> It happens.

(35:51) >> It does. So I was job hunting, and that's where my dad's connections came in — I started working at Ganales Furniture. My dad had worked with them as the Dr Pepper Hispanic market manager, and Ganales was big in the community. They needed help for Nelly, who ran HR, so I became her assistant, then slowly moved up with zero HR experience or degree.

(36:27) They really trained me — OSHA compliance, employee safety, payroll, benefits, hiring, firing, having difficult conversations, keeping everything organized. Because Ganales is family-owned, the job required more of me — designing forms since I was good at graphic design, networking with council members, connecting with the Arlington Chamber of Commerce. It was immersive — my first real experience inside a business, even though at the time I just thought of it as a 9-to-5 HR job.

(37:31) But of course, my job required more, and I loved it — I'd stay late, work weekends. I didn't realize then how much it would help me with my own business later.

>> Is Ganales a franchise now?
>> Yes — when I joined they were already franchising. It's nine siblings who each owned a store, and they started franchising to trusted store managers, family, and friends who'd been with them for years — helping them become business owners, training staff, and handing over a location.

(38:08) >> That's neat, they're everywhere now.
>> Yeah, they expanded fast — I was there when it exploded and got to see that growth, including helping open their new corporate office and distribution warehouse in Arlington, which used to be an old electronics store, off Highway 20.

(39:04) >> So it's funny, now your journey makes more sense — your mom's creative side, your experience at Ganales, and your dad's work ethic all came together to build La Catrina.

>> La Catrina — tell me about the name, since it clearly has a lot of meaning behind it.
>> If you look at a lot of Mexican or Hispanic business names, you'll see Frida, Nopal, Peña, México Lindo, Bonita — I noticed nobody had named a store after La Catrina. I loved dressing up as Catrina for Día de los Muertos, painting my face, embracing the culture — and I know it was José Guadalupe Posada who originally drew the image. I was obsessed with it, and nobody had used the name yet.

(40:08) My dad said, "If you do this right, people will automatically associate La Catrina with you." So I basically turned it into an alter ego — "I am like Catrina." It's beautiful, it's history, it's honoring our past, our loved ones, and knowing who we are, where we come from, and where we're going.

(40:40) >> So before that conversation, your dad had basically told you, "You're going to do it." And it was going to happen at Ridgmar Mall?
>> Yes. Very affordable at the time, still minimal foot traffic, but Latino businesses were starting to show up, bringing traffic and reviving a place that had been quiet for a while.

(41:16) >> So the conversation happened — you were going to open a dulcería, a candy store only?
>> 100% — all candies, specifically Mexican candy, everything you grew up with — your Carlos V, your mazapanes, all the classics.

(41:33) >> Were you selling wholesale too, or strictly retail — walk in, grab a piece, leave?
>> Literally a candy store, 100%. This was back when Ridgmar still had an attraction called Sea Life, so there was a lot of foot traffic with kids — we sold individually, but were also open to wholesale for parties buying in bulk, with a discount for larger quantities. But overall it was meant to be a brick-and-mortar dulcería. My dad always said the candy store is the noblest, easiest first business — everyone loves a good candy store.

(42:38) >> Coming back to the name — do you remember the "aha" moment for La Catrina?
>> My dad's business is called Multicosas Distribution, so originally I wanted to call it "Multicosas La Catrina" — but nobody could say "Multicosas." Even Spanish speakers stumbled over it.

(43:01) It came from having "multiple items," a lot of things — that was the idea. So I said, "Let's drop Multicosas and just go with La Catrina." But I still felt like I needed to clarify the identity, so I added "Mexican Shop" — La Catrina Mexican Shop. Multicosas still shows up if you search it, since it's still technically linked, but the branding made a lot more sense once it became fully Mexican-focused.

(43:58) >> That's not to exclude other Latino groups — there's a lot of diversity — but you're focusing on what you know, which is Mexican culture specifically.
>> Exactly, I'm focusing on what I know.

(44:25) >> So when did the demand start shifting toward "can you open a gift shop"? You opened November 2023 — how soon after did people start asking for more?
>> Pretty quickly — by February, for Valentine's Day, people wanted gift baskets. This was around the time the whole "boho" pottery and knickknack trend was exploding on social media, and people were seeing it but didn't know where to find it locally.

(45:06) They couldn't always explain exactly what they wanted — they'd say, "I saw this on TikTok or Facebook," and send a screen grab. That's when I really got into social media and TikTok to understand what they meant. I remember it started with the chamoy pickle kits — I had no idea what that was at first, and then suddenly it was everywhere, late 2023 into 2024.

(45:43) That's when I realized people were following TikTok trends, so I'd go find the chamoy pickles, the fruit roll-ups, pair them with the candies I already had, and put it together as a kit people could make a mess with at home.

(46:01) Then it became gift baskets with candy — figuring out what to put the candy in, using little decorated bags. That's also where Dr. Simi comes in.

(46:24) >> Why incorporate Dr. Simi specifically? I've seen him everywhere on social media.
>> Dr. Simi is the mascot for Farmacias Similares in Mexico — hugely popular because they're everywhere, even in the smallest towns. Their mascot became a beloved, nostalgic figure people remember waving at them outside pharmacies. They've since done collaborations with characters like El Chavo, DC Comics, and now have keychains, socks, plush toys, and pill cases ("pastilleros").

(47:43) It's pure nostalgia — remembering that little mascot from trips to Mexico. It reminds me of Buc-ee's here — it's just a gas station, but the marketing and merch turned it into an icon everyone stops for.

(48:23) >> Have you thought about creating your own mascot — a little La Catrina plush?
>> I would love to do that.

(48:59) >> On the build-your-own gift bags — people love picking their own items?
>> Absolutely — they like seeing examples and ideas, but ultimately want control over the bag, the candy, the stickers, the extras. They want help and inspiration, but also the option to fully customize.

(49:35) It's similar to a concept I've seen elsewhere, where you pick a tray of patches or items, then bring it up to be finished for you — customization and personalization. Ours usually runs around $20 for a bag you can fill up, with small extra fees for premium add-ons like stickers.

(50:12) That's when I realized what people really wanted was a full novelty gift shop — gifts, treats, knickknacks, and sweets — and we leaned into making the whole experience as Mexican as possible, from the music to the smell to the colors. The store itself is painted black and white so all the colorful products pop.

(51:04) >> I saw your website — lots of products, from cups to different items. Did you build the website yourself?
>> I have to shout out my husband — he built my whole POS system and website. I did the design side. He taught me WordPress, WooCommerce, hosting, how to build it out, and once he taught me, I took it from there.

(51:44) >> What's the biggest thing your husband has helped with, beyond the obvious? He seems like an unsung hero behind the scenes.
>> The website and POS system are huge — hosting alone can be expensive, especially compared to something like Square or Toast, so having someone who can help minimize costs is amazing. He's also installed my security cameras and got my sound system working — I'm the only store in Ridgmar Mall with speakers built into the ceiling.

(52:44) He's made the whole thing feel professional. Before we were even married — when he was my fiancé — he was there every day helping paint, clean, rearrange, install racks. The very first little black racks we used were free, so we started there. He's really the backbone of it, the unsung hero of La Catrina.

(53:33) >> Did you feel the community embrace you right away, like they'd been waiting for something like this?
>> At first, no — they didn't know where I was, didn't know me. It wasn't until I started doing vendor markets that I really felt the community embrace me — people realizing, "You're in Ridgmar Mall, there's stuff there." A lot of our customers come from River Oaks and North Side Fort Worth, closer to us than to other options like Grand Plaza.

(54:13) So they realized they didn't have to travel as far for treats, snacks, chips, drinks — plus it's a gift shop where they can customize and personalize. It took actively going out and finding customers before I realized something wasn't working yet.

(54:31) >> Was it super slow at first?
>> Yes, really slow. Social media was hard too — we started with zero followers, and even as it grew, it wasn't translating into traffic. I tried paid promotion, followed trends from bigger stores like mine with thousands of followers, mimicked their posting style — still wasn't getting real traction.

(55:13) It wasn't until I started putting myself in front of the camera, showing who I am and what I do, that things shifted.
>> Was that strange, showing your face on camera?
>> 100%. I think there's a fear of being made fun of, plus a cultural instinct toward humility — not wanting to seem like you're bragging, letting the logo speak for itself instead of yourself.

(56:26) I didn't want to feel like "a dancing monkey" or an actor.
>> So there was a real battle before getting comfortable on camera. What made you push through?
>> I had to — if it wasn't me, no one else was going to do it. It started with voiceovers over video, then lip-syncing, then slowly talking directly to the camera, getting more comfortable each time, until eventually I wasn't scared anymore.

(57:12) >> And the shift to vendor markets — when did that idea come about?
>> I saw my first vendor market at an event — Arts Fifth Avenue, I believe — and saw people selling handmade jewelry, bookmarks, clothing, and thought, "What is this? I need to look into it." I found out it was through Cultura Markets, and I saved the info for later.

(58:24) I started researching what a vendor market even was — the cost was intimidating at first, $45-50 a spot felt like a lot. Now it's just part of my marketing budget. But at first it was scary — you need a tent, tables, chairs, table covers, and a way to actually display your product, which I hadn't thought through initially.

(58:59) The first time, my product was literally just laid out on a table.
>> What was your very first market?
>> Acasa Sun, with Cultura Markets, around August 2024.

(59:23) >> Did you naturally start telling people they could visit your store too?
>> At first I think I overdid it — I'd just tell people, "Come see me at Ridgmar Mall," without focusing on selling at the market itself. That actually turned some people away, since they figured they'd just visit the mall later. I didn't have business cards or signage yet — it was just word of mouth.

(1:00:01) So I realized, if I'm paying to be here, I should actually sell too — I need to invest in signage, make it look professional, since the whole point is both selling and driving customers to the store.

(1:00:16) It was hard at first — I'd never done a vendor market before. The very first time, I was so tired and frustrated that I took a break and didn't do another market again until December.

(1:00:37) >> Was that because you weren't getting results at the market or at the store?
>> Yeah — I stepped away, and my mom encouraged me to keep showing up at the store even if it wasn't busy, just to have a presence.

(1:00:56) I took a break in December, then did the North Side Navidad market with the Chamber, and that's when things really changed — I realized there was real potential here if done correctly.

(1:01:19) I also learned I was bringing way too much product, overwhelming the table, so people would just walk past without really looking. I learned to pull back, focus on a handful of items, and track what actually sold — stickers, cups, dog toys sold well; clothing and certain knickknacks didn't. That helped me know what to bring to future markets.

(1:02:01) >> And mentioning your physical store location naturally came up in these conversations?
>> Yes — it became a trust-building tool. Instead of being just a traveling vendor who takes your money and disappears, I could say, "I have a physical location, you can visit anytime, not just at markets." That became my pitch — "This is just a glimpse of La Catrina, come see the full experience," with a coupon or QR code to find us. Slowly, customers who met me at markets started coming into the shop.

(1:03:05) >> How does it feel when someone says, "I saw you at the market"?
>> It makes me feel like, is this really happening? That I actually connected with someone enough that they trusted me to visit in person and spend their hard-earned money with me. It means a lot.

(1:03:37) >> You mentioned mastering vendor markets — what does that mean to you now?
>> It means being selective — not every vendor market is right for me. I learned to choose the ones that actually target my audience, rather than signing up for everything.

(1:04:24) It also means mastering what I bring — not overwhelming the table, bringing specific items, and tracking what sells versus what doesn't depending on the location and demographic. A market in Southlake needs different inventory than one on the North Side; an art event at a school is different from one at a park.

(1:04:44) It's also about matching themes — for a Selena-themed market, bring Selena-inspired items like bags, stickers, earrings, without bringing your entire inventory. And it means taking calculated risks — testing new products at markets I know well, like a monthly market I attended regularly, trying dog toys (which did well, since there were a lot of pet owners) versus clothing (which didn't do as well).

(1:06:09) I also tell other vendors not to be afraid of a simple one-table setup — I've made more money with one table than with three, because you can rotate in backup inventory without overwhelming your display. And through all of that, you build your branding and visibility, so people can find you on social media afterward.

(1:06:34) >> You've incorporated artisan goods — where do you source those from? Directly from Mexico, or locally?
>> My dad helped find the artisans. My parents travel to Mexico every couple of months, and most of our products come from Guanajuato, Zacatecas, Wirikuta (Huichol art), and the Yucatán Peninsula, around the Cancún area.

(1:07:16) They usually bring back the more one-of-a-kind, trending pieces. For our basic barro (clay pottery), my dad found a connection in Guanajuato, so we don't go there physically for that piece, but we work directly with artisan families — generations of lineage creating this pottery. I love seeing how barro has shifted from being seen as "old man's pottery" to something everyone wants now.

(1:08:08) >> Why specifically source from Mexican artisans rather than local wholesalers?
>> It's more authentic — a lot of local wholesalers exist now since it's become so accessible, but sourcing directly from Mexico keeps the authenticity, and it helps support those artisan families directly — fair trade, essentially, helping build them up as well as us.

(1:08:44) >> You're also hosting your own pop-up markets now?
>> Yes, I host my own.
>> Why, when you already have the space and other markets exist?
>> I'm big on helping small businesses — I know how hard it is starting out, and vendor markets have become so popular and saturated in certain categories that some small businesses can't even get in.

(1:09:33) So I wanted to create a lower-pressure, more affordable environment where people could experiment and try new things without the high cost — I've paid up to almost $1,000 for a market spot, which can be intimidating for someone just starting out. Ridgmar Mall let us use the space, and I wanted to fill the mall with small businesses, music, laughter, and people.

(1:10:30) >> Is this your first pop-up, or have you done others?
>> This is my third one.
>> When's the next one?
>> I actually polled my followers on whether to do another, and it was overwhelmingly yes — especially since it's hot in Texas and people want an indoor, air-conditioned market. I believe it's set for July 25th.

(1:11:08) >> As a Latina-owned, immigrant-owned small business, which part has been hardest — the immigrant part, or being a woman-owned business?
>> That's a good question. I think the immigrant part — people not believing I'm actually an immigrant — and also the fact that women run so much of the small business economy but don't always get the spotlight. But especially with everything going on right now, it can feel scary to say, "I'm an immigrant." I'm proud of it, and I hope saying so openly can help someone else feel it's not something to be ashamed of.

(1:12:30) >> It does seem like more women are running small businesses these days — even reflected in this podcast's recent episodes.

(1:13:05) >> Taking yourself back as a little girl — when you walk into La Catrina now, does it feel like you're seeing it through her eyes?
>> 100%. I can picture little Giovanna walking in, seeing her favorite candy, hearing the music her grandma used to play while cleaning, smelling the same smells she remembers from dulcerías in Mexico. I think little Giovanna would be so excited, and I love walking in every day — it doesn't feel like going to work, it feels like going to a second home.

(1:14:03) >> Before I let you go — your social media and upcoming events?
>> You can find us at lacatrina_mxshop, located inside Ridgmar Mall in Fort Worth. We have a vendor market coming up July 25th, plus more coming with back-to-school season — I usually host a big back-to-school bash. We're also constantly hosting small pop-ups and small businesses inside the store.

(1:14:29) >> Who has helped, impacted, or opened doors for you along the way?
>> First and foremost, my family — my mom, dad, husband, and sister, my support system. Since joining the Chamber of Commerce, Erica has been amazing, giving me so many opportunities to showcase the business — I think she's been one of the best presidents the Chamber has had. And my close friend, Eddie Picoso, has been phenomenal, always encouraging me, especially on harder days.

(1:15:25) >> Eddie's actually been on this podcast before — great story.

>> What's an important lesson you'd tell your younger self from running this business?
>> Helping others — that's always been huge in my family. At Ganales, community relationships were everything — without community, you don't have anything. Continue supporting others, because they'll support you in return.

(1:16:19) >> Something I heard once, and think about often: none of us are immortal — that reality helps me act with urgency. With that in mind — after everything's said and done, what do you want people to think and feel about your life?

(1:16:35) >> That's a deep question. I think... that you can do anything. It's cliché, but you really can surprise yourself with what you're capable of when you force yourself to be uncomfortable, to try something you've never done, and take that leap of faith. Easier said than done, but I've always tried to take that step — never afraid to speak up, ask questions, or risk something not turning out the way I wanted. Whether it's showing up for work, finding a new location, or opening a store and seeing how it goes — it's about not living in fear.

(1:17:40) >> Do you think helping people is a calling of yours?
>> A million percent, and I got that from my dad too. It's in my blood — I love inviting people into the store, letting them set up and sell for free sometimes, because if it benefits them, it benefits me too. We had a girl selling matcha recently, and at least 60% of the people who bought from her ended up buying from me too. I don't need to be greedy about rent or space — opening doors for others helps me in the end too.

(1:18:35) >> Thank you so much for your time — I know it's a bit of a drive for you, and I really appreciate you making it happen. Best of luck with everything you're doing, and all the doors you're opening for others, just like people did for you. Without a doubt, Giovanna — you are a Global Latin Factor.
>> Thank you. Thank you for having me.

(1:19:10) >> Absolutely. This was another episode of the Global Latin Factor Podcast. Remember to subscribe to the channel right now — you have nothing to lose and so many amazing stories to gain, like Giovanna's story with La Catrina. Make sure you go check her out. And remember, we are just like you — we are people, we are humans, we are the spice and flavor in this melting pot that is the world. Till next time.