Lyz’s Jewelry Box Expands & Keeps It Local
From her home to the first store near the H-E-B, and now on Texas Avenue, Lyz De La Cerda has kept one thing in mind.
“I’m from here, so I wanted to stay here,’’ De La Cerda said of her Lyz’s Jewelry Box in Mercedes. “I’ve been at (trade) shows where someone will say, `Hey, there’s a spot available at La Plaza Mall (in McAllen), if you’re interested.’
“No, I’m going to keep it here,’’ she said of her response. “I want to capture that local feel.’’
Walk into De La Cerda’s shop and the local feel is apparent. Lyz’s features an array of jewelry for every occasion. Jewelry is the centerpiece of the business and is Lyz’s longtime passion. Her diverse collection of those items will attest to that fact.
There is another passion at Lyz’s and that’s all-things Mercedes Tigers. A shopper can find orange-and-black hair bows for girls to wear under the Friday night lights. Orange earrings with the shape of a tiger’s paw are displayed nearby. A black girl’s cap that’s adorned with silver studs and featuring the familiar paw sits pretty on a shelf.
It’s all part of what Lyz called “doing something local.’’
Serving A Market
As a mother of five young children in the early 2000s, De La Cerda was needing a job change that would allow her to stay closer to home, which for Lyz and her husband has always been Mercedes.
“I wanted something that would work around my kids’ schedules,’’ she said of launching her own business.
De La Cerda started what would become Lyz’s out of her home in 2001. She moved into a fixed store location two years later at a location near the H-E-B in her hometown. Lyz’s would remain there until 2019, when the move to Texas in downtown came about and the decision to remain in Mercedes.
She recently expanded her downtown store, knocking out a wall to house more of a selection for children and Mercedes Tigers-themed items, which in the fall will also include similar apparel and items featuring neighboring Mid-Valley schools. De La Cerda’s first core customers were like her – working mothers with girls who needed to buy a special item a daughter needed, be it a hair bow, a piece of jewelry, or a specially adorned blouse – and be able to get it quickly.
Those customers remain important to Lyz’s as the glittery bows and pink birthday dresses come into view upon entering the store. De La Cerda’s business on south Texas has much more than that inventory, especially with her recent expansion. There are items of particular appeal to teachers and health care workers, which are occupations that can be stressful. De La Cerda sees her store as offering them some relief.
“This is their therapy,’’ she said of shopping in general and going to her store in particular.
Keeping It Local
The fall months are coming and with it will come football season and other events such as October’s breast cancer awareness month. Lyz’s will have plenty to offer in pink that month.
“I go with the season,’’ De La Cerda said. “I try to have something for everyone who comes in here.’’
The added bonus is keeping it in Mercedes.
“I want to serve the people here first,’’ she said. “It’s still feels good to shop local.’’
- Riccardo D. Cavazos
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