We recently connected with Ruby and have shared our conversation below.

Ruby, thanks for taking the time to share your stories with us today One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

At La Casa Frida, I don’t just sell products, I tell stories, honor culture, and create connections. In an industry where fast fashion and mass-produced designs are often disguised as “artesanías,” I choose a different path: authenticity over shortcuts.

I partner directly with talented Mexican artisans, designers, and family owned workshops who pour their heart and soul into every piece. My collections reflect real craftsmanship, real heritage.

I carefully curate items that not only look beautiful but carry meaning. I believe in slow fashion, sustainable practices, and celebrating the real heart of Mexico.

What sets me apart? I don’t cut corners, I don’t chase cheap, I honor the value of the work. Quality comes first, I don’t believe in selling culture for quick sales or slapping a low price tag on something that took real hands, time, and tradition to create.
I’ve seen others flood the market with low priced imitations, devaluing the artisans they claim to support. That’s not our mission.
I stand for fair pricing, honest craftsmanship, and preserving the dignity of our heritage, not just profiting from it.

Ruby, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Hi, I’m Ruby Hernandez, founder of La Casa Frida, a vibrant boutique based out of a vintage Airstream in San Antonio, TX, inspired by my love for Mexico and the need to protect the integrity of handmade, artisanal work.

I started La Casa Frida because I am deeply proud of my heritage and wanted to share the amazing art and craftsmanship of Mexican artisans with others.

At La Casa Frida, every piece is thoughtfully curated and ethically sourced. I work directly with artisans, Mexican designers and small family-owned workshops in Mexico to bring you products created with love, from leather bags to embroidered accessories and statement jewelry.

I don’t cut corners or chase trends. I believe in honoring the time, energy, and skill it takes to create something meaningful. That’s what sets me apart, quality over quantity, purpose over hype.

What I’m most proud of is how La Casa Frida connects people, bridging culture, creativity, and community in every piece. It’s more than a boutique, it’s a celebration of heritage you can wear and share proudly.

Let’s talk about resilience next – do you have a story you can share with us?

One of the most defining moments in my journey was during the height of the COVID-19 pandemic. Like many small business owners, I faced the impossible, having to temporarily close La Casa Frida. It felt like everything I had built, all my dreams and the community I’d nurtured, was suddenly at risk.

At the same time, I was also working in the medical field, on the frontlines of the pandemic, balancing long hours and emotional challenges while trying to keep my family safe. Juggling the demands of being a mother, a business owner, and a healthcare worker tested me in ways I never imagined.

But resilience means showing up even when it feels impossible. I used that time to reflect, plan, and reconnect with the heart of why I started La Casa Frida, to honor culture, support artisans, and share something meaningful.

That experience taught me that resilience isn’t just about surviving hard times, it’s about growing through them.

How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.

I sell primarily through my own website because I want full control of the customer experience and my brand identity. Platforms like Amazon or Etsy are great for visibility, but they often push creators to compete on price instead of value and that’s not what La Casa Frida is about.

My pieces are intentionally curated and handmade by artisans in Mexico. I want customers to understand the story behind each product, not just click “add to cart” without connection. Having my own platform allows me to tell those stories, protect my pricing, and build real relationships with my community.

The challenge is driving traffic without the automatic exposure those platforms offer but it also means every order I get is from someone who chose to shop consciously, and that means everything to me.

Contact Info:

• Website: https://lacasafrida.com
• Instagram: https://www.instagram.com/lacasafrida
• Facebook: https://www.facebook.com/lacasafridasa
• Other: https://www.tiktok.com/@lacasafrida