Reyna Gonzalez made a life-changing decision five years ago.
She left her desk job in the corporate world, and she bought a store, Dulceria La Fiesta Inc., in the Rogers Park neighborhood on the North Side of Chicago.
Then, disaster struck.
“When we bought the business, the store burned 20 days into the business,” Reyna said. “Here I am from corporate coming to a business, and it burns down in 20 days. To me, it was like: What do I do?”
The right move, it proved, was working with the Rogers Park Business Alliance (RPBA), a Cook County Small Business Support Organization.
Five years later, Reyna’s store, where she sells her custom-made piñatas and other party accessories, is rebuilt and thriving—and she is eyeing a second location.
Thanks to The Source and the RPBA, Reyna has received tailored business advising, been connected to community events, boosted her online presence and re-decorated her store at 7053 N. Clark St.
Stuck in the despair of rebuilding after the fire—and with a pandemic looming—the RBPA provided a lifeline.
“One day I was looking in the news, and I saw somebody from Rogers Park Business Alliance,” Reyna said. “They said they help small businesses, so I decided to call, trying to ask for help. Because I was lost. I didn’t know what to do.
“Then COVID hit after that, so it was really hard. I didn’t know where to start. Thank God for the Rogers Park Business Alliance.”
When the fire struck, Reyna used that time to learn how to make piñatas at home.
She discovered she had a knack for it—and the customers followed.
The first piñata she sold had a Paw Patrol theme, an ode to the popular children’s television show featuring puppies who fight crime.
It took her two months to complete.
Now, she makes all kinds of piñatas in no time, ranging from animals like teddy bears and horses to specific characters or shapes. She has even created complex, customized piñatas for specific brands, such as Northwestern University, or Kellogg’s Tony the Tiger, the mascot for Frosted Flakes cereal.
Reyna admits she “didn’t know how far the custom piñatas would take me.”
But thanks to her talent—and support from The Source—she has had numerous opportunities to grow her brand. Reyna provided taco piñatas for the Rogers Park Taco Crawl, an annual event RBPA hosts on Clark Street, and appeared on the WGN TV show “Spotlight Chicago” to showcase her custom creations.
She also received assistance in building a website for her business and ramping up her social media presence. And the RPBA connected her with a contractor who painted the interior of her shop.
She appreciates the personal guidance she receives.
“I really like that the Cook County Source and the RPBA have these programs where if you need help on a specific question, you have a one-on-one, private moment,” Reyna said. “They’ll sit you down and guide you step by step.
“I wish I had that when I first started my store; because that would have helped me greatly.”
Reyna works with multiple advisors at the RPBA, including Alexia Guzman, RPBA economic empowerment center director. During a recent visit to the store, Alexia watched as customers poured in and out of the shop.
“It really has been so fun working with you,” Alexia told Reyna. “We’re proud of you.”
Five years ago, Reyna didn’t know much about running a small business.
Now, she is considering opening another store.
She considers herself blessed thanks to organizations like the RPBA.
And she encourages other business owners to explore resources like the ones The Source offers.
“The help is out there,” Reyna said. “Look for the help. Don’t be afraid to ask.”
