Today we’d like to introduce you to Juan Ruiz
Hi Juan , we’d love for you to start by introducing yourself.
We have always been a family business.
My father-in-law started operations in Mexico in 1990. As with everything in life, the company has been transforming in the last 30 years.
Nowadays, we are an importing company that sells a wide range of products all over Mexico, mostly through marketplaces, social media, and our website.
However, it has always been our dream to be able to make our quality Mexican handcrafted products known in other countries. This encouraged us to start this project two years ago, in 2022.
We decided to start it in Houston, Texas, for three reasons:
1. I am an American citizen born in Houston, TX.
2. In Texas, we have the world’s cowboy capital, Bandera, Texas.
3. Houston is the 4th largest city (by population) in the USA. Texas designated the cowboy boot as the official state footwear in May 2007, and the cowboy hat is also recognized as a state symbol.
All our products are delicately handcrafted by Mexican hands to deliver quality products and share a little of the great talent that exists in the country.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It has not been an easy road. It isn’t easy to start a new business from scratch and in a market that we have only just begun to enter. For this reason, it is essential to define from the beginning which market you want to target and thus be able to understand its needs to satisfy them.
On the other hand, we have to face the obstacle that, being a new brand, we have to make ourselves known, and that starts little by little, with a lot of patience. It becomes a challenge to get people to know you, to know that your business exists, and, of course, to generate trust and get the client to perceive the offer that we have for them in terms of quality, designs, service, etc. We know that we have great quality and a huge catalog of products, but how do you communicate this to the client?
Also, we cannot forget that there are many other brands and businesses in Houston that, no matter how small or large they are, already have a client portfolio. They have a place in the minds of consumers, and we want to achieve that, to create a relationship of loyalty with our clients. To do this, you have to go in and study the competition.
As you know, we’re big fans of DeCuero. For our readers who might not be as familiar what can you tell them about the brand?
At DeCuero, we look forward to inspiring every cowboy and cowgirl to empower their Western spirit. Bearing the finest leather products ensuring high quality and a long lifetime. We make sure that every item is approved by our quality standards and is handcrafted with love by Mexican hands so that it reaches the hands of the client and exceeds their expectations.
We have a wide variety of products, such as cowboy hats, texanas, leather vests, and jackets, but our specialty is boots. We have leather boots of all styles and for the whole family! Our catalog includes work boots, cowboy boots, women’s boots, men’s boots, and children’s boots, and we have a selection of exotic boots. We also have a collection of boots for mother & daughter and father & son. All our styles are different from conventional boots and goods.
We are happy and proud to be able to bring and transmit some of the great talent that exists in Mexico to Texas and the United States.
If we knew you growing up, how would we have described you?
I grew up in a family of merchants. My mom, my dad, and my grandparents have always been salespeople. It was inevitable to want to follow in their footsteps and dedicate myself to commerce. Since I was a kid, I would like to earn my own money. I would sell lemons, food, cell phones, anything.
When I entered college, I met my wife. We both studied International business, and we had this in common: we both came from family-owned businesses. This was a known language for both of us.
After we graduated, we started a partnership with my father-in-law. We have been together for several years, until today as DeCuero.
Pricing:
- Hats from 49usd
- Women`s boots from 129usd
- Men`s boots from 49usd
- Kids boots from 39usd
- Work boots from 49usd
Contact Info:
- Website: https://www.decueroshop.com
- Instagram: https://www.instagram.com/decueroshop?igsh=cm9kMGtjaWgxYjZi&utm_source=qr
- Facebook: https://www.facebook.com/share/tQVzE2seXzj9p9nZ/?mibextid=LQQJ4d
