Alexa & Miriam Cid Carerra are the owners of La Casa de Mamá. Read our interview with Alexa & Miriam about their experiences with Xcelerate Business Advising and Peer Mentor groups. 

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What inspired you to start your own business? 

Our entrepreneurship journey began during one of the toughest times for our family. My mom, Miriam, had always dreamed of opening her own business when she moved to Oregon from Veracruz, Mexico, in the ‘90s. But raising two children and working multiple jobs delayed that dream.

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In 2020, our lives were shaken when our mom faced a serious health diagnosis. The diagnosis, while incredibly difficult for us, brought our family closer, and through this time, it inspired us to take a more holistic approach to our health. While in remission, my mom began experimenting with healthier versions of the traditional Mexican recipes we grew up with and began exploring plant-based cooking. This creative time in the kitchen rekindled her dream of owning a bakery, and my brother and I decided to help her make it a reality.

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After brainstorming, we realized we could honor our Mexican roots and our mom’s incredible 20+ years of experience as a pastry chef by creating vegan pan dulce. We started selling conchas and champurrado at El Grito Portland using items we borrowed from friends. La Casa de Mamá took off from there and we began exploring local vegan businesses. The response from the Latinx and vegan communities was overwhelmingly positive, and soon we were hosting weekly brunch pop-ups at Mis Tacones and participating in local markets. 

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Building La Casa de Mamá has been a whirlwind of pop-ups, events, and learning the ins and outs of running a business. It hasn’t been easy, but we are proud to share our culture, passion, and healthier take on traditional Mexican pastries with our community.

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What were some of your key goals that you worked with Xcelerate on this year? 

This year, our primary goal was to gain a clearer understanding of our financial situation and to assess our business finances more holistically. We wanted to identify where our money was going and determine if our business was even sustainable.

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Beyond just knowing the balance in our checking account, we wanted to really understand the “financial health” of our business. We also focused on stabilizing our operations by exploring options that would work both for the growth of the business and for our family’s well-being.

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In the early years, we often felt like the business was running us and we were exhausted and on the verge of burnout. 

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How has your identity as a woman and any and all other intersectional identities impacted your business?

As the oldest daughter, a first-generation college graduate, and a proud Oregonian with deep Mexican roots, my identity has profoundly shaped the way I approach business. I come from a long line of hardworking entrepreneurs who have always valued resilience and dedication. 

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Growing up, I witnessed my mother’s tireless work ethic to provide a better life and opportunities for my brother and me. Her unwavering commitment to us continues to inspire everything we do at La Casa de Mamá.

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Our business is a tribute to that feeling you get when you walk into your mom’s house, warmth, safety, love, and, of course, endless plates of home-cooked food.

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As a young first-generation Latina, I saw firsthand the challenges other people like me faced, feeling distanced from their culture and struggling to reconnect with their roots. This disconnect is something that often affects new generations of Latinx folks, especially those who embrace veganism or other dietary choices that don’t always align with traditional foods.

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Through La Casa de Mamá, we want to create a space where people can feel at home, especially for those who want to enjoy culturally significant foods that align with their dietary choices. Our mission is to bridge that gap, offering plant-based versions of the food we grew up with, and helping preserve a strong connection to Mexican culture while embracing healthier choices.

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What were some of the challenges you faced this year and how did working with Xcelerate help you to overcome these challenges?

Like many small businesses, this year was difficult as we navigated economic uncertainty. There were moments when we questioned whether our business could continue to be a feasible option for our family.

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We worked with Xcelerate Coach Viridiana (Viri) Ponce, who took the time to meet with us, listen to us, and ask thoughtful questions. She provided direct, actionable feedback, helping us see potential paths forward and guiding us through feasible options. Above all, she reminded us of our potential not just as a business, but as a family.

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Participating in the Winter Peer Mentorship Group was also a game changer. Having real, honest conversations with other local small business owners helped us realize that we’re not alone on this journey. It also allowed us to connect with a broader community of entrepreneurs who share similar challenges and wins.

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Thanks to Xcelerate, we’ve regained control, are planning more effectively, and are approaching the future with a stronger toolkit to navigate any challenges ahead.

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Are there any wins or achievements you have celebrated this year while working with Xcelerate? For example - hiring new employees, paying yourself, quitting a day job, achieving profitability, opening a new location, increase in sales, launching a new product. Please be as specific as possible.

This year, we celebrated our first significant increase in net income—a 305% increase (this number may change by the end of the year). This is a major milestone for us and a testament to the hard work, guidance and support we've received.

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How do you personally define success for you and your business?

For La Casa de Mamá, success means achieving a steady income that provides financial stability for our family while allowing us the flexibility to be more involved in the community. We want to have the time and resources to give back to Portland, a city that has supported us so much throughout our journey. Success isn’t just about financial growth; it’s about using that growth to make a meaningful impact where it matters most

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Find them: @lacasademamapdx