How one Arizona business owner started over —and soared

Jorge Diaz

Jorge Diaz did not see a way forward for his business. He had taken some high-risk moves, he was losing money and the passion he once had for creating delicate embroidery and beadwork was starting to fade. 

Diaz was ready to close his online shop, LemonDesign25, that sells handmade, Mexico-influenced jewelry, clutches and wallets, until he met Eric McIntosh of the Arizona Hispanic Chamber of Commerce, which supports minority-owned and small businesses.

“My sales were at the lowest they had ever been, social media engagement was almost nonexistent, and I couldn’t figure out what to do,” Diaz said. “After our first meeting, (McIntosh) dissected my online store, Instagram, and gave me so much work to better the brand that I decided to just start fresh.”

Free business assistance available to any business owner in Arizona

An 18k gold bracelet by Diaz features a handmade talavera bead from Puebla de Zaragoza in Mexico.

Diaz is one of more than 6,000 Arizona small business owners in less than two years who have received high-quality business advice and training at no cost from a coalition called AZNavigator that works together to support entrepreneurs across the state. The 10 organizations in AZNavigator include Local First Arizona, the Arizona Hispanic Chamber of Commerce and more.

McIntosh, the chamber’s senior director of business growth, offered Diaz direction for improved product photography, color palette changes for his website, updated product descriptions and a more refined business plan. Most importantly, Diaz said McIntosh offered the advice in an honest and direct way. 

“I asked him, ‘Just tell me the way it is,’ because a lot of people had been telling me in a nice way, and I still wasn’t getting it,” Diaz said. 

Going back to his roots

Diaz got to work. He stripped any photos from the brand’s Instagram page that didn’t align with the updated approach. He took down his online store. And then he wrote his mission and vision, fresh, on a whiteboard. 

Diaz reminded himself he wasn’t just making beautiful accessories. He was building a business inspired by his youth in Mexico, where he was raised in a small town known for its textiles. 

“People will travel all over Mexico to purchase clothing in that town,” he said. 

Diaz works with Mexican artisans to incorporate the highest quality materials into each purse, wallet or piece of jewelry. 

On his relaunched website, Diaz explained the cultural significance of certain pieces — such as the Violeta Guerita clutch, which pays homage to the vibrant summer bloom from Jalisco. And he began attending meetings organized by the Arizona Hispanic Chamber of Commerce. 

“I started feeling confident about the business again,” he said. “My whole business turned around.” 

The Violeta clutch is available in two colors, black and white, with magenta embroidery inspired by “the big flower beds we get every summer in the State of Jalisco.”

Big results come from thoughtful changes

After implementing McIntosh’s suggestions, Diaz saw sales increase by 2,900%. And the volume of website traffic now equals in a week what he used to see in a month, with visitors staying up to five times longer than they used to.

The success has renewed Diaz’s gratitude for the opportunity to turn a hobby into a business. LemonDesign25 began while he was recovering from an illness and housebound due to his vulnerability to COVID-19.

The cartera mezquite is a vegan leather card holder engraved with the likeness of a talavera tile

“I didn’t plan on (launching a business). Do I regret it? I don’t. It’s one of the best things that has happened, even with all the challenges,” he said. “I’ve learned and grown a lot.”

Paying the help forward

Now Diaz shares what he learned with other business owners he meets. 

“As Latinos, a lot of the time we don’t know that this kind of support group exists. Our parents have this idea that if you can’t do it alone, don’t do it. Almost every single person I’ve met and I’ve talked with about this, they tell me the same,” Diaz said. But now “I know if at some point I get stuck and need help, I can find somebody to help me.”

“The sky is the limit. I’m not stopping or slowing down,” he said.

Looking for a handmade purse, wallet or jewelry? The fruits of Diaz’s labor available for purchase at his online shop LemonDesign25.

Do you need help stabilizing, reinventing or growing your company? Connect with an expert for free at AZNavigator.