Today we’d like to introduce you to Alejandro Ruelas.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Absolutely. My story really starts with my family in Jalisco, Mexico, which is known as the cowboy capital of Mexico. Leather is everywhere there. I grew up surrounded by my family’s saddles, the little leather boots they had me wearing as a kid, the belts, the tack. So for me, leather has always had this deep connection to home, to family, and to culture. During the pandemic, when I couldn’t see family and was really missing that sense of connection, I picked up leathercraft as a hobby. It just felt natural because it reminded me of home. Fast forward a few years, I’m still at it! Now I create small to medium-sized leather goods by hand here in Carlsbad. Everything is inspired by my roots, blending influences from both Mexican and American Western traditions, but with a modern, elevated design sensibility.
Alright, 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?
No, it definitely hasn’t been a smooth road. One of the biggest challenges has been balancing the business side with the making side. I’m both the founder and the head artisan, so I’m responsible for everything from design and production to marketing and sales. Right now, it’s just me, a one-person brand.
Another challenge is staying true to my values around local production. I want to keep as much of my work here in the United States as possible, and ideally, the San Diego area. I don’t want to outsource production, even though it would be cheaper or easier. A lot of folks tell me to outsource to Mexico, and although my family’s from there, and I have a deep love and respect for the craftsmanship in that country, I want to build something rooted here. Something that contributes to the local economy and helps preserve American craft.
To me, “made by hand, made in the United States” isn’t just a label. It represents pride in place and in the craft itself. When someone picks up one of my pieces, I want them to feel that connection. I feel that it was made by a real person, not by an anonymous factory somewhere. That story matters as much as the product.
People aren’t just buying a wallet or a belt; they’re buying into a sense of place and purpose. I look to brands like Hermès, Rolex, or Ferrari, not because of their luxury status, but because of how deeply they reflect where they come from. When you buy something from them, you own a piece of French craftsmanship, Swiss innovation, or Italian performance. In the same way, I want my brand to offer a piece of San Diego, something authentic, but with the quality and spirit to eventually stand alongside the great heritage brands of the world.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
.You know, I’ve recently been calling our pieces “artifacts of identity”. I do like to wax poetics about this stuff, but since you asked… I do believe that each piece is designed to be both functional and deeply personal and combine into something special you can hold that carries a part of who you are.
I also like to say that my goods are “heirloom quality”, which means they’re built to grow more beautiful with time. Unlike most things that lose value, leather actually appreciates, softening, molding to your life, and recording your story through every mark and patina. A well-loved bag or wallet holds not just your essentials, but your history. Think about a belt that belonged to your father or a bag passed down from your grandmother. Those pieces are priceless because they carry a personal history. That’s our goal.
And to get specific on the materials I use, I source my leather from the last two remaining traditional vegetable tanneries in the U.S, have been producing the leather for American saddlery and fine leather goods since 1867 (Wickett & Craig) and 1881 and (Hermann Oak).
Lastly, in addition to producing amazing products, I’m also an experience brand. We host personalization stations, where guests can have items stamped or monogrammed live at events, and our Belt Bar and leather workshops, where people can craft something with their own hands. These experiences allow me to share the culture, the stories, and the techniques behind the craft, turning each moment into something memorable and meaningful.
Is there a quality that you most attribute to your success?
.Authenticity, without a doubt.
In the beginning, I’ll admit it was hard for me to put myself out there and to get in front of a camera, talk about where I’m from, and show the process behind the pieces. I wasn’t sure if anyone would even care. But what I found is that people do care. Sometimes even more about the story and the craft than the actual product! They want to know the human behind the brand.
When people see how a piece is made, the cutting, stitching, burnishing, the attention to detail, they understand the value in a different way. They see that if it looks like leather, it is leather. It’s made by hand, here in the U.S., start to finish. That transparency builds trust and connection.
I think we’re all craving something real right now, real experiences, real products, real stories. So, when someone holds one of my pieces, I want them to feel that it’s more than just a wallet or a bag. It’s something that carries time, care, and identity. And the more they use it, the more personal and special it becomes.
Contact Info:
- Website: https://Ruelas.co
- Instagram: https://www.instagram.com/ruelas.co/
- Other: https://www.tiktok.com/@ruelas.co
