Chulas Mexican Imports opened six years ago at 7755 Gratiot Road (M-46) in Saginaw’s Thomas Township because the founding co-owners already were doing business on an informal basis.
Siblings Janie Rangel Escamilla and Maria Cristina Rangel Barron grew in the Texas border city of Edinburg, 50 miles northwest of Brownsville. When they would travel back home, friends would ask them to bring back Mexican or Tex Mex goods, which would range from cultural clothing items to colorfully-wrapped candies.
Maria says, “We figured, why not open our own store, because we are doing this already.”
They decided to launch in what old-timers know as Shields, five miles west of the Saginaw County Club, not only because of the thriving local business district, but because it provides a midpoint. Maria resides in the City of Saginaw, while Janie’s home is in Chesaning.
But their ideal location comes with a challenge. To maintain the ambience of Shields/Swan Valley as a homey bedroom community, business signs are restricted in size and in height. At the same time, Chulas (Spanish for “Beautiful” Mexican Imports) shares its signage with four other enterprises in a small roadside strip mall.
“People really have to look for us,” notes Maria, who explains why advertising says “Across from Flannigan’s,” a popular local pub in the business district.
At Chulas, shoppers will find kitchen gear to press their own masa for tamales, along with standard homemade tortillas irons and warmers for multiple purposes. And if someone aims to prepare a Texas-shaped tostada or cake, there’s an item for that also.
The store is about the same size as a household garage, but there are no empty spaces and the colors seem to explode upon entering. In one step we find fine fashion clothing, in another a dollar store-type table filled with key chains featuring everything from the Mexican flag to celebrities to Our Lady of Guadalupe.
An advertisement from the first year seems overloaded, but it captures a mere fraction of Chulas’ contents: “Mexican Decorations, Baja Hoodies, Sombreros, Spanish Balloons, Sunglasses, Serapes, Mexican Toys, Wallets, Religious Gifts, Piñatas, Sundresses, Ponchos, Mexican Dresses, Jewelry, Guayabera Shirts, Purses, Mexican Candy. And Much Much More.”
Greeting cards worded in Spanish? Game equipment for lotería, which is Spanish-speaking bingo? Maracas to enhance your next karaoke? Sports gear for the Dallas Cowboys and the Detroit Tigers, fave teams among Mexican Americans?
“Our customers tell us that we remind them of the stores from their childhoods,” Maria notes.
From the start, the Rangel sisters opted to invest in store stock and quality instead of expensive media advertising. They made sure Chulas Mexican Imports established a presence not only within Saginaw’s Cinco de Mayo Parade, but at festivals in places such as Janie’s own Chesaning, home of the Showboat, along with Hemlock, Alma, Birch Run and Montrose.
Maria says word-of-mouth has drawn customers from such distant spots as the Grand Rapids area and from Traverse City, even Puerto Rico and the Dominican Republic. Year-round Saginaw County customers are the main draw, but many patrons also are seasonal workers in occupations like farming and construction.
“People tell us that they find us because we are unique, with items they cannot find anywhere else,” she says, “and we always listen to customers so that we can continue to find what they want.”
The same as for most small businesses, the first few years for Chulas were a struggle at times.
“And then last year,” Maria notes, “we had to close for covid, for half of March until near the end of June. But after we reopened, business has been phenomenal. Maybe people had no choice but to sit back and save their money, we don’t know.”
Visit Chulasmexicanimports.com or visit Chulas on Facebook and Instagram. Hours are 10 a.m. to 6 p.m. weekdays (closed Tuesdays), 10 a.m. to 5 p.m. Saturdays, and noon to 5 p.m. Sundays. The phone number is (989) 798-4456; the mailing address is 7755 Gratiot, Suite 5, Saginaw MI 48909; and the email is chulasmeximports@gmail.com.
