A Heart of Mexico in Incline Village Keeps Growing

What’s it like running a store in Incline Village? Our #workersofreno #entrepreneursofreno series this week goes further afield into nearby areas.

Corazón de México has been a staple there, supporting the growing Hispanic community for 17 years and counting.

Marisol Paz, the owner of this corner market, has seen its impact grow since the COVID-19 pandemic started, turning it from a family clothing business to a store that offers a multitude of items.

Paz starts her day at 6:40 AM to prepare for her 45-minute commute from Carson City to Incline Village.

Due to the rising prices of homes in Incline Village, it seemed impossible to purchase her home close to her business.

Her day consists of envíos de dinero, which is a form of sending money to other countries, selling snacks, and fresh produce.

One of the most popular purchases from her store is the shipment of boxes to other countries. Every Thursday, customers’ boxes get transported to shipping companies to get shipped to specific countries, of which 90% go to Mexico. This is essential for the community, as families in other countries need necessities that may otherwise be “too expensive or difficult to obtain,” Paz explains.

On a recent busy day, Oscar Deanda helped load boxes sent by loved ones into their cars.

During the pandemic, Paz noticed how difficult it was for the community to obtain food, so she decided to step in. “We started with a couple of boxes of fruit and bread donated from churches so the people could have food during this time…we are an essential store and one for the Hispanic community,” she explained.

She later decided to start cooperating with a trucker from Los Angeles who could bring Mexican products that “people missed eating from their home."

She is now offering a wider range of products, including perfumes, accessories, and cooking equipment, as well as a friendly vibe.

“You’ll receive a smile and a warm welcome," she says.

As part of her routine, she cashes checks, pays bills, and sends money to other countries for her customers.

“I get to serve my community and the people, talk to them in a way that makes me feel useful in the community," she said.

Corazón de México is open from 8:00 AM to 9:00 PM every day, although Paz herself takes Sundays off.

One of her favorite aspects of running the store is "having contact with people and talking to them. Sometimes, people don’t know what they need, but I try to make them feel better if they want to talk,” she says.

As her business grows, she is averaging about 300 to 500 customers a month

She also has volunteers who help out now, such as Ana Garcia.

“I do it out of the goodness of my heart because of the person Marisol is…When I didn't have a plate of food she offered it to me and it's my way of paying her back,” Garcia said.

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