A story of entrepreneurship, family, and success in the Latino community.
The reason why a person decides to immigrate to the United States is almost always framed within the strength of love for their family and loved ones, the impulse to better themselves, to reach better opportunities, and to escape the hardships that occur daily in most countries in the south and center of America. Araceli Herrera Loyo was born and raised amidst the breeze of the beach and the beautiful sunsets of Veracruz. She met her husband, José Garcia, and in this Mexican city, they began to establish their clothing manufacturing business, which slowly grew into a large company that provided workwear for workers from different places.
As El Rey David grew, so did the abundance of thieves. Their tranquility began to be affected, and the fear of extortion, kidnappings, or something similar pushed them to seek new horizons. “My mom was a seamstress, so I learned to sew from a young age. I took fashion design courses, industrial cutting and sewing. Then I worked in a factory and later we opened a workshop. We had employees, but in that state or where I’m from, it’s very dangerous. I’m from Vega de la Torre. At that time, there were many kidnappings, so we better returned to Puebla because my husband is from there.”
Araceli is one of five sisters, and the upbringing she received from her parents, Guillermo and Valentina, was firm and based on values. Household chores were the same for everyone. “A word is worth something, and if you said you’d do it, you’ll do it. We grew up around shops and businesses. We know what it means to work and earn things through effort.” “I tell my daughters that they must learn, even if they study. I work at El Rey David, and on Sundays, I sell tamales. If one day they don’t have money, they start doing this, and you’ll earn your money. I tell them not to depend on a man or wait for someone to give them anything,” Herrera emphasizes.
In 1994, this ‘veracruzana’ arrived in Madison (Wisconsin) with her husband, and 15 years later, she decided to return to her homeland. The insistence of her daughters and her husband motivated Herrera to return to the United States a little over a year ago. Her return was equally challenging; however, she comments that she came back more mature and aware of the goal she wanted to achieve because the first time she was there, she had two jobs and hardly had time to enjoy with her family.
“My daughters, being born here, and my husband already being here, they wanted me to come, but I didn’t want to because I had a gym there (in Mexico). I told them, but it’s very difficult there. Well, not difficult, but you have to work very hard, and I felt that I was too old to have two jobs,” comments the ‘jarocha’. The first time the Mexican was in Madison, she worked in the restaurant area, so when she returned, she sought out her acquaintances at McDonald’s and managed to secure two positions: manager and general manager.
Araceli recalls, “During those months, I had two jobs again, but I knew it was temporary. I set myself a goal, slept very little, and it was complicated with my children because they complained about me not being with them. I especially told my son to endure a little longer because soon we would have more time.”
The perfect time for El Rey David
Like the biblical character, the initial tasks of King David were not the most surprising. His work became more important when, invoking the presence of God, he defeated lions and bears trying to steal his father’s flock of sheep. Later, God calls him to lead the people of Israel, delivering them from their enemies, and thus his promise is slowly fulfilled, and David is magnified before all. The King David of the Herrera family was born in Mexico, but his starring and triumphant role is reborn in the United States of America, and today members of the Anglo-Saxon, Latino, and Hispanic community can enjoy a company dedicated to imprinting thoughts on clothing and accessories (thermoses, cups, caps, pillows, etc.).
Likewise, El Rey David is dedicated to making zipper changes, clothing adjustments, patches, embroideries, personalized sublimations, fashion designs, distribution of clothing and accessories, among others. The work of this family in this increasingly consolidated promise is the result of the sweat, dedication, and discipline of each of its members, and just as Araceli proposed upon her return, this will be the perfect time for this great project. This company is named El Rey David because that’s the name of Araceli’s youngest son, who is considered the king of the house. “When we arrived at Hacienda to do all the necessary paperwork, my husband and I decided it would be called El Rey David.”
Araceli’s recommendations to avoid failing in the endeavor of entrepreneurship
Almost all stories of Latinos or Hispanics who start a business have learned from their own experience. That’s why when asked about some advice or strategies to consider to make the journey less tortuous, Araceli responded that the most important thing is not to be afraid and to surround oneself with people who encourage progress.
“Don’t be afraid. If you’re working right now, save your money, investigate what you need, so you don’t always stay there because in a regular job, you’ll only make enough to get by. If you already have the idea, it’s because you can do it. God has already placed it in your heart. So, you have to fight, and it’s important to surround yourself with people who know a little more. Sometimes it has a lot to do with who we hang out with. He who walks with wolves learns to howl,” Araceli explained. She also emphasized the importance of going to the Chamber of Commerce and taking a course because she admits that she made many mistakes. “In a class, I found out that taxes were paid monthly like in Mexico, and there, in class, I found out that you pay every three months,” she said.
Having the support of her daughters has also been fundamental, as they have been responsible for many designs and content production reflected in the clothing and items. Additionally, she explains that learning the language and fundamentals of marketing is extremely important. “I know there are many things to learn, and every time I learn something, I discover more and more topics that are missing.
Everything progresses very quickly. For example, in the embroidery field, there are people who order things with many details, and that’s when the situation gets complicated due to time constraints, so it’s important for people to schedule and plan their activities to be respectful of time, regardless of the endeavor. Sometimes it’s frustrating because orders were taking too long, and there was very little time left to deliver. Sometimes we have to stay up all night to deliver to the person, or if not, we have to ask them to bring the things with more time because I already have other clients ahead,” she laments.
Experiencing difficult situations or moments during the entrepreneurial journey is normal. Coming out of this battle victorious will be an opportunity to be stronger and more experienced. Likewise, receiving good feedback on the work performed or welcoming a new client referred by another is a good sign that encourages one to continue doing things well.
Araceli insists that if a person has an idea in mind, they should start working on it, “don’t take too long. Many want to but not everyone will do it. If you’ve already decided, it’s because you can do it, so start getting closer to the Chamber of Commerce because they will advise you there, they will tell you what you need to start.”
For her part, Araceli still has her feet on the ground but dreams higher than the clouds. She has slowly built her company with her family. She goes to the gym every day, takes the time she wants for herself and her loved ones, rests on Sundays, and sets her schedule without affecting her work.
Additionally, she dreams of specializing in her art and, if possible, importing textiles to facilitate work and save on supplies. She seeks to understand and know the culture of other Latin American countries to provide better service and hopes to welcome locals and visitors with excellent offers and unique details. Those who want to know more or get in touch with El Rey David can find it at 6708-A Odana Road Madison WI 53719, with phone number 608-772-3367, and on their social media platforms Facebook and Instagram: El Rey David LLC WhatsApp: 608 772-3367.