We had the good fortune of connecting with Alex Cerda and we’ve shared our conversation below.

Hi Alex, other than deciding to work for yourself, what was the single most important decision you made that contributed to your success?
That single most important decision was giving back to my community. I was born and raised in East Los Angeles, but I had the privilege of going to college on the east coast and traveling parts of the world thereafter. Those opportunities really opened my eyes to the way communities grow and thrive or stay stagnant. I want my community, the one I was born into, to grow and thrive. Making beautiful, accessible crystal jewelry and offering healing stones is my way of giving back. I’ve been to crystal shops on the westside that aren’t very affordable, accessible, or welcoming to mi gente. I just want my shop to be a safe, inviting place for those seeking gem healing. Also, every order gets a little gift because I believe the root of success is generosity.

Let’s talk shop? Tell us more about your career, what can you share with our community?
My art includes personal sweat, blood and tears–Bruja magic. Haha. But, literally, sometimes I cut myself from bending wire over crystals, and I’m not sure anyone with a business has not cried or not had to sweat over it. I craft handmade crystal jewelry and offer healing stones. What sets me apart is my accessibility, drive, and passion. I began making crystal jewelry for myself when I found that  I couldn’t afford the asking prices of many crystal shops around me in Los Angeles. I want everyone to have access to crystals that heal the soul.

My drive has most definitely contributed to my success. I have it in me to just go for it! I’m the first person in my family to form an LLC…it was nerve racking! But, I did it because I believe the best investment anyone can make is in themselves. Of course, that comes with risks (the loss of money and irreplaceable time) but I truly believe what I’m making is worthwhile, so the risks aren’t thaaat scary. Plus if it doesn’t work out, I’m left with a ton of crystals so it’s a win-win.
Lastly, I have passion; I have a passion for art, beauty, and self-healing. The world is so full of shit and we all know it, so I was ready to pour some glitter all over it with vibrant jewels that uplift the wearer in more than one way. I’m a self-healer trying to dig up generational trauma and let it go in order to move forward. My mission is to help others see their natural beauty through these amazing rock formations and realize that they too can keep moving forward.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I’m going to take you to East LA where I grew up and where the community is fighting gentrification, so in my opinion, it’s a part of LA that feels authentic. We have to eat at La Azteca Tortilleria and get some Azteca Burritos made with handmade tortillas de harina and chile rellenos or Chalio’s, a Mexican restaurant that serves bomb handmade tortillas with every meal and has amazing birria tacos–get the orange juice, it’s freshly squeezed. Then we could go grab coffee at Mystyx Kafe, off Cesar Chavez Ave and Gage Ave–the white magic is a must. Then, more food at el mercadito off 1st St and Lorena Ave where the esquites are perfectly delicious! To walk off all the food, we’d have to go down 1st St and get to Mariachi Plaza where the view of downtown is spectacular! Who else deserves some credit and recognition?
My shoutout is to a whole community! Thank you to my parents for always having my back and helping in any way. Thank you to Coty, my boyfriend, for being the first person to hear out my idea and support it fully, no questions asked; he just poured water onto the seeds. Thank you to my brother and his wife, my sister, for being some of my first customers. Thank you to Tay for being thee first ever customer! Thank you to all of the homegirls who uplifted my pursuits by purchasing an item or two or three, ya’ll know who you are <3 and huge shoutout to Mariah, the owner of The Original Marstore for networking and having my back! Thank you to the Mujer De Joyas fam! Sending ya’ll much love and light! Los quiero mucho <3

Website: www.mujerdejoyas.com

Instagram: @mujerdejoyas

Twitter: @mujerdejoyas

Facebook: https://www.facebook.com/mujerdejoyas

Image Credits
Personal Photo Collage created by Griselda Madrigal, instagram @mad.gris

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