Tierra Dulce evolves 

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Tierra Dulce evolves 

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The ‘Going out of business’ signs hanging outside Tierra Dulce can make you feel sad about a business taking the agonizing step of closing down.  Or not.

Tierra Dulce has repurposed door panels of old Mexican doors to make mirrors, one of Tierra Dulce's best selling items in the online marketplace.
Tierra Dulce has repurposed door panels of old Mexican doors to make mirrors, one of Tierra Dulce’s best selling items in the online marketplace.

“Don’t feel sorry for me,” said owner Jesse DeLeon.  “You adapt to survive.”  Once DeLeon assessed his company, which specializes in making rustic Mexican furniture and décor along with importing Mexican folk art, he realized that changes had to take place.  His 10-year-old retail store accounted for only five to 10% percent of the rustic furniture and décor business done by The De Leon Group. “After 10 years, I finally got it. Online is more than 80% of our business.”  Even wholesale accounts brought in more than the Ash Street store.  In addition, the store took a large percentage of time, but contributed little to the bottom line.  “The store by itself wouldn’t survive without the online side.”

So on Dec. 31, DeLeon is closing down the bricks and mortar side of the operation to concentrate on online sales, both retail and wholesale.  The 11,000-square-foot building holds the large workshop filled with more than 200 antique Mexican doors,  as well as the work in progress rustic furniture.  It will continue production of repurposed wood décor ranging from crosses, saddle trees, tables and armoires to cantina signs, votive light holders and bowls.

Jesse DeLeon's crew at Tierra Dulce will use these antique Mexican doors to make rustic furniture.
Jesse DeLeon’s crew at Tierra Dulce will use these antique Mexican doors to make rustic furniture.

Mexican rustic furniture and décor is a niche market, DeLeon explained.  While some Valley professional offices prefer that style, locally the demand is weak.  “California is the number one market for us.  About 25% of what we sell goes to California,” he said.

De Leon has found success through his websites:  mexicanimports.com, myamigosimports.com,  tierradulce.com and creativerusticfurniture.com. In addition, customers seeking Mexican rustic furniture and folk art find DeLeon’s products through eBay and Amazon stores.  “We’re drop shippers.  We sell through other websites,” including western and folk art sites.

To read more of this story by Eileen Mattei, read the November 2014 edition of VBR under the “Current & Past Issues” tab on this website, or pick up a copy on news stands.

Freelance writer Eileen Mattei was the editor of Valley Business Report for over 6 years. Her articles have appeared in Texas Highways, Texas Wildlife Association, Texas Parks & Wildlife and Texas Coop Power magazines as well as On Point: The Journal of Army History. The Harlingen resident is the author of five books: Valley Places, Valley Faces; At the Crossroads: Harlingen’s First 100 Years; and Leading the Way: McAllen’s First 100 Years, For the Good of My Patients: The History of Medicine in the Rio Grande Valley, and Quinta Mazatlán: A Visual Journey.

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