Leather goods store started with a sandal stand on the street. Now, it's a shop at Cottonwood Mall.

Huaraches line the shelves, along with leather purses and backpacks, an apron with a green, red and white pattern after the Mexican flag, and a collection of fine leather hats — just a few of the wares in Rojo Canela.

Located in Cottonwood Mall, Rojo Canela might be the best spot to pick up artisan leather goods in the city. The store also carries artisan clothing from Mexico.

“I started selling sandals, because I really love all my culture,” said store owner Elisa Mata. “I love my country. I love Mexico.”

Mata curates her collection carefully.

“The sandals came from Sahuayo, Michoacán, Mexico. Everything in the store is imported from Mexico, made by artisans,” Mata said. “Almost everything is handmade, and I love to buy all my stuff directly from the people who live in the small towns. They make all this just to live.”

Mata is originally from Durango, Mexico, and finds artisans on her many trips to Mexico. She pays for goods upfront, not through a commission system, and most of the leatherwork is made in León, Guanajuato. As her business has grown, she’s focused on buying higher quality merchandise.

“I work hard looking for the best quality for my customers,” she said. “I like a good quality for me, and I want a good quality for my customers too.”

The business is somewhat seasonal. Sandals sell primarily in summer, and leather jackets sell well in winter. Hats are a top-seller all year long.

Mata got her start selling sandals on Facebook Marketplace.

Mata always got compliments on her sandals. In the spring of 2020, Mata was curious to see if she could turn her fashion sense into a business. She tested the market by posting her own sandals for sale. When she got a strong response, Mata spent $600 on sandals in Mexico. She sold every pair within four days. With the demand for sandals clearly demonstrated, Mata spent $3,000 on more sandals and her business was born.

“We had a lot of customers because all of the stores were closed, and people wanted to go out, maybe shopping. They don’t have places to go. Everybody says, ‘oh everything’s closed. We need some shoes.’”

Mata met customers at the corner of Unser and Paseo del Norte. A man selling honey at the same spot often saw her there, and asked what she was doing. Mata explained that she was meeting customers to deliver sandals, and he encouraged her to open a stand.

“And I’m shy — I say no,” Mata said, but soon enough she decided to take the leap, buy a canopy, and sell sandals on the roadside.

Mata spent every weekend selling sandals on the street for nearly a year, sometimes to a long line of customers. She added accessories — hats, belts, purses and wallets. When a Cottonwood representative offered her a storefront in the mall, Mata didn’t feel ready and turned down the opportunity. A few months later, she was offered a chance to operate in the mall again. Still, she didn’t have enough inventory for a whole storefront.

Finally, a year into her sandal business, Mata’s home was so packed with goods, it began to feel like a warehouse. So, she called Cottonwood. Sure enough, the storefront was still available.

Mata moved her business into the mall in March 2021, where it has flourished. Mata’s proud of the business she’s built, but hopes to expand further with more products, and perhaps a second location.

“This is what I want to bring to the people, is a little bit of Mexico here,” she said. “I feel so happy when people visit the store and they say, ‘This is Mexico,’ especially if they cannot go to Mexico. They love it.”