Casa Rustica owners Andy and Mary Canales have their hands in many pots locally and abroad to grow their home and garden decor business from one to two outlets.
From their shop at the corner of Third and Main streets, the Canales source a variety of colorful gift shop, jewelry and furniture items from artisans in Mexico. The key to gathering affordable and eclectic items is their one-stop-shopping excursions to international exhibitions in Mexico.
Andy Canales said Mexican artisan expos such as Expo EnArt Tlaquepaque attract upward of 200 craftsmen from throughout Mexico. The handcrafted pottery, silver jewelry, pewter decor, candle holders forged from iron and other handcrafted items are generally marked at wholesale prices that translate to savings for their customers.
“All these vendors have established relationships with us,” Canales said. “Our business concept allows us to see a lot of vendors without traveling all over the place.”
The Canales came up with the idea to sell products from Mexico a few years ago when they found themselves out of work at the same time. They were looking to start their own business and considered opening a coffee shop. It looked more and more like a daunting task, however, when they discovered it involved a lot of expensive county Health Department requirements, management of part-time employees and early morning work hours.
Andy turned to one of his investments, the 100-year-old home the Casa Rustica shop currently occupies at 316 Main St., for an alternative. With deep family ties to Mexico, Andy said the logical solution was to renovate the home they own and sell imported wares there.
Their trips to Mexico are facilitated with Mary’s ability to speak Spanish fluently, having been raised by godparents who migrated to the U.S. from Guadalajara. Mary had traveled extensively to Guadalajara while growing up and took Andy there as an adult.
“When we were traveling in Guadalajara we went to districts known for thousands of artisan shops,” Andy said. “I was impressed with the artisan shops and how they make all of these beautiful things.”
The couple set to work developing a business plan for a retail concept based on selling handcrafted items from Mexico, mainly from Guadalajara. They located vendors and found ways to bring items across the southern border at minimal costs.
“We hand pick every single piece from Mexico,” he added. “Nothing we sell here is made in the U.S. All of it is handcrafted in Mexico.”
Casa Rustica sells an eclectic mix of gift shop, garden, jewelry and furniture products at a century-old converted home at 316 Main St.
(Julie Gallant)
Their entrepreneurial spirit thrived and they developed visions for a monthly artisan market and even bigger plans for a second outlet.
The Ramona Artisan Market was originally held in Casa Rustica’s parking lot on Sundays but morphed into the third Saturday every month. It may soon grow to being held both Saturdays and Sundays the third weekend of every month.
Andy said the arrangement is mutually beneficial. The farmers, crafters and artists who hawk their wares in the outdoor market have an opportunity to sell their goods locally, and the monthly markets in turn draw customer traffic to the brick-and-mortar store.
Next on the horizon is a second version of Casa Rustica in Santa Ysabel, where the Canales hope to capture a much wider market of customers traveling to Julian, the mountains and desert. The prime location is where state Routes 78 and 79 converge, across the street from the popular Dudley’s Bakery. The Canales aim to open the replica of their original store by late summer or soon after.
The opening will occur simultaneously with the opening of an adjacent Olive and Oak Antiques and Gifts business operated separately by Andy’s sister, Gina Taylor.
The retail outlets will be complemented with a cargo container converted to a restaurant on the 1.65-acre property, Andy said. Food fare being considered include hot dogs and hamburgers, tacos, cheese platters, and beer and wine.
“We’re going to develop the property into an outdoor venue,” Andy said. “People can sit around a firepit and enjoy wine and cheese. It will be an enjoyable experience to stop with plenty of parking.”
The waypoint idea stems from Taylor’s experiences buying antiques and decorating, sometimes traveling to large vintage and antique markets in Texas in the process.
Andy said he intends to continue growing the Ramona store conservatively, attracting locals from Ramona, Julian, Borrego Springs and Warner Springs as well as distant shoppers who buy products online at mycasarustica.com.
“Ramona is starting to get on the map,” he said. “Compared to five years ago, it’s a different town. In five or 10 years it will be more of a destination, not just a pass-through.”
