Meet Daisy Sandoval of La Patrona in Gilbert

Today we’d like to introduce you to Daisy Sandoval.

Daisy, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Born and raised in Mexico, I always had a passion for Mexican culture. In 2018, after traveling to Chiapas, Mexico, and seeing first hand the amazing talents of artisan men and women, the idea of La Patrona was born.

Handmade leather huaraches is something you don’t see often in the U.S. and I felt I could bring something unique to Phoenix that would be loved by many.

La Patrona officially launched in November 2019 at Mujeres Mercado, the largest Latina market in Arizona. At that time, I had no idea what I was doing (and quite honestly, there’s still a lot I am learning). I just had a dream and a passion to shine a light on the beauty of the Mexican culture that I am so proud of.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It was a long time in the making. There were long nights, multiple conversations with potential suppliers, and a lot of trial and error. I was figuring it all out as I went but I knew this could be something special.

Looking back at it all, I never would have thought that pop up markets were going to be the path that would get my business off the ground. I initially thought of only having an online store and hope people would buy my huaraches. But after participating in my first popup, I saw the potential that popups bring.

Setting up a booth, interacting with customers, and selling my products at various popups throughout the Phoenix area (while having full-time jobs and raising three children) is a lot of work but so worth it. It’s been through all the amazing popup markets I’ve been part of that has brought all the success I’ve experienced in this short period of time.

In addition to the popup world (that was new to me), navigating the retail space, and learning about product inventory has been challenging. Knowing what shoe sizes to have available, anticipating what models would sell best is not easy and there’s been a big learning curve.

Please tell us about La Patrona.
La Patrona offers handmade huaraches, clutches as well as hand-painted hats and messenger bags. All of our products are imported from Mexico.

We specialize in bringing products that represent the Mexican culture. It’s a wonderful thing to be able to share something I am so passionate about with others.

Everything is handmade by artisans that have learned their techniques from previous generations. By selling huaraches made by these artisans, I am able to contribute to their economic growth and that is something I am deeply proud of.

You can find La Patrona products at various popup markets throughout the Phoenix area as well as our online store.

Do you look back particularly fondly on any memories from childhood?
My family so important and a big part of my life. When I think of my childhood, I have fond memories of getting together with all my cousins, aunts, and uncles at my Abuela’s house and spending the day making tamales and ending the night playing Loteria. There was always so much laughter and joy in that house.

Contact Info:

• Website: https://soylapatrona.com/
• Email: hola@soylapatrona.com
• Instagram: https://www.instagram.com/soylapatronaaz/
• Facebook: https://www.facebook.com/soylapatronaaz

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