Diana Rosas

As our nation observes Hispanic Heritage Month through Oct. 15, with celebrations and recognition of the culture and stories of Latin communities, I looked no further than Spring Branch to find such a story of endurance, perseverance and faith.

Que Bonito Mexican and Fashion is a shop filled with bright and beautiful clothing produced south of the border. Traditional hand-embroidered “Pueblo” dresses and blouses line the small boutique. There are also fun “loteria” (lottery) t-shirts and fashion for the feet —  sandals for women and children.

Male shoppers can choose from a variety of styles of the popular “guayabera” shirts. Those cool tops are usually made of linen, featuring closely sewn pleats that run the length of the shirt.

But while the boutique is full of amazing fashions, it was shop owner Diana Rosas who left me amazed with her inspirational story.

Rosas came to the U.S. from Puebla, Mexico at age 21 and has lived in Spring Branch since her arrival. She worked in sales for years. But it was a suggestion from her mother, during a time when Rosas faced unemployment along with health issues, that led her to build the successful clothing business.

“My mom said, ‘Why don’t you sell the dresses and blouses that your aunts make?’ My reaction was, ‘Who would buy that stuff?’ ”

The mother-daughter entrepreneurs began inviting friends to come enjoy a home-cooked meal (made by mom) while looking through the clothes made by the family in Mexico.

“I did it like Mary Kay. I did house parties and sold the clothes like cosmetics,” Rosas said.

She recognized that the fashions were popular in places like San Antonio, but that there were few boutiques that focused on these styles and products in the Houston area.

“I had sold other things like weight-loss items and stuff but did not know about selling clothes. I just watched my mom and learned from her,” Rosas explained. “We wanted to sell at a flea market but I had no money to buy the inventory that I needed to grow the business.”

In stepped mom…again. She suggested that Rosas earn a quick $300 in commissions from selling residential electricity contracts — enough to buy the inventory for a flea market spot. Soon the mother-daughter team was driving to College Station every Sunday to sell their fashions at a flea market.

Six months later they looked to move their weekend spot closer to Houston.

“Money was always a problem. A one-year deposit was needed for the flea market in Houston. My husband worked two jobs, seven days a week, so we could invest in growing the business for the Houston flea market. I would carry our children around with me and began selling closer to home.” Rosas explained.

She used social media to advertise pop-up shop locations around the city. Her clients soon encouraged her to have a place that they could come to and try on the clothes.

Rosas also added jewelry and shoes to her inventory.

“Mexicans make beautiful stuff, not only clothes,” she said with pride.

After selling from a series of fixed retail locations, Rosas settled in the current location for Que Bonito in July. It’s  2030 Gessner Road, Suite C, across the street from Spring Woods High School.

She has always encouraged feedback from her customers.

“We specialize in creating fashions for fuller-figured women,” she said. “Customers would tell me how these Mexican dress fashions often made them feel like they were wearing a curtain. I got with our people in Mexico and asked that we design fashions for plus-size women, but I wanted something fitting, something that women could feel beautiful wearing. We have fashions for those hard-to-find sizes and our customers, no matter the size, love the way they fit,” she explained.

Women’s sizes now range from XS-4XL.

Rosas’ brother, formerly an engineer by profession, has learned the business and manages the production in Mexico. He has mastered sewing.

Her husband works the flea market locations while Rosas manages the boutique.

What’s next for this entrepreneur?

“I want to give other women the opportunity to earn money selling some of the same items. I can do that as a wholesaler. We are growing as a wholesaler. Plus, my husband and I are looking into drop shipping and expanding through that option,” she said.

Rosas continues to build her skills and participated in the Latina cohort from the Open for Business for Women Entrepreneurs program led by the Houston Community College Office of Entrepreneurial Initiatives in partnership with the Mexican Consulate in Houston and funded by Wells Fargo’s Open for Business Fund.

The shop plans to be open seven days a week.

“These clothes are for everyone,” Diana said. “You can wear them every day, not just for Cinco de Mayo or parties. The best feeling is that our customers come from everywhere.”

As in the English version of the name of her business, how nice!

Que Bonito
2030 Gessner Road, Suite C.
Facebook: @quebonitomxfashion
Instagram: @quebonitomxfashion
(713) 732-1148

— by Jessika Leal