Who Are We?

Fiesta On Main Building

In 1994 FIESTA ON MAIN® was officially established in San Antonio, Texas under the name Alamo Fiesta®. Our founder decided to move all distribution operations for the company to the United States from Mexico to put greater emphasis on customer service and to be closer to the end-consumer. Our current location in San Antonio was once a neglected old house that got new life to last another 100 years. With lots of hard work, dedication, heart, and soul the corner lot where our brick and mortar store lies became the first permanent location of our parent company Soul Heart Hands, LLC. Our founder’s work is just a small grain of sand to the success of the company; we owe it to all of the artisans, associates, managers, and most especially our customers which have patronized and have visited us for decades. – Gracias!

Our founder and CEO began her interest in Mexican art when she saw a need to help Mexican women artists sell their creations. Little by little with the help of her knowledge in law and with the determination to help these women, she began to export handmade products from Mexico as she saw an opportunity to market the artists’ products abroad. Today she is helping over 200 families sell their products internationally. That same determination remains steadfast in helping all artists of the whole Republic of Mexico, Guatemala, El Salvador, Peru, and Ecuador. Her hard work has not only helped the artisans’ families but has also assisted the public, where these products are sold and distributed, grow culturally as these pieces of art teach us a lot about the artisans’ customs, traditions, lifestyles, and values.

We hope to serve the World with the best authentic popular Latin American arts and crafts, handmade clothing (for men, women, and children, handmade textiles, fiesta (party) supplies, carnival supplies, and seasonal traditional decor. We are wholesalers as well as retailers, so all businesses and consumers are welcome!

Why choose us?

Our company is able to offer the best prices and quality because we purchase directly from the artisans, manufacturers, and have efficient logistics. We take the time to know every artisan personally, view their facilities, and see how each item is made. We make sure that the intergrity and quality in the production process are the best and that the creators follow all laws, rules, and regulations. All quality work requires good compensation so we make sure every artisan is paid a fair market price for their work. We even manufacture products such as the halos, papel picado, confetti, and cascarones (confetti eggs). There are no intermediaries involved in our purchases or transactions.

Furthermore, we are direct importers and do not use product import consolidators which raise import overhead costs considerably. Our warehouse and logistics infrastructure in Mexico and Latin America help us keep our costs low. Other businesses require the service of consolidators because they lack the time, buying power, warehouse space, and experience to close purchase deals. We pass all of these savings to you!

Why Purchase Artisan Hand Made Art?


Handmade art has soul and the power to enhance the lives of the families that make them. Thousands if not millions of hours are spent all over the world in the creation of beautiful handmade items. Every single piece is unique because the mold is the artists’ hands and the blueprint is the artists’ imagination at that precise moment. Most of these at-home artists, with the majority having indigenous decent, have known this way of life for generations.

Unfortunately, over the years, in Mexico and in Latin America, the economy, changing government laws, crime, increase of non-handmade “knock-offs”, and lower quality mass-produced manufacturers have made it difficult for these all-handmade artisans to survive and flourish. Sadly, every year more artisans reluctantly stop creating their art to pursue other means of making a living. The tradition of showing the next family generation of how to make the art ceases. When this life transition happens within the families, the world loses a bit of its culture because the authentic know-how of creating that specific art is lost forever.

As consumers, we can all help the World and our next generation keep more of that culture by purchasing the products of these handmade artists. Furthermore, we can show the artists, still producing, that their products are appreciated and that their sweat, time, and “soul” that they put into their creations did not go unnoticed. We help these artist by out-right purchasing their art (no consignment) at a fair market price and guide them in creating art that is more appealing to the public and marketable.

Our Online Store

ALAMO FIESTA.COM® has been online since 1999. We hope to bring a part of Fiesta On Main® to you with this website. You can access our store from the comfort of your home or business via the internet. However,we highly recommend visiting our store because there is currently only 5% of the total inventory items available online. Furthermore, the experience of visiting our store is unforgettable.

Live Shot

Our Store and Media

People from all over the world have entered through our doors in San Antonio. To great acclaim, they return and tell their family and friends. Our store has been featured or continues to be featured in the “Wall Street Journal”, “Southern Living” magazine (as a top store), “The Frommer’s Travel Guide for San Antonio/Austin” (as a TOP PLACE TO SHOP WHEN IN THE AREA), “American Airlines Magazine”, and many other local newspapers and magazines. We have also participated in local TV station shows and live news segments. You can even find some of our products in major retail chains. For more information about store participation in the media please click here: MEDIA CONTACT

Our Commitment to You

Our job of finding the best talent in the arts and crafts business never ceases. We strive to keep discovering new talent and products every single day. We are committed to bring our customers the best quality that Latin American popular art and folk art can offer at the best possible price. Today, our product line and services have expanded beyond Latin American handmade products (including delicious food items) to better suit the needs of our customers and to enhance their shopping experience with us.

Beyond Handmade Art

We were one of the first companies that mainstreamed Mexican fine art, popular art, and Mexican culture to the San Antonio area. Our primary commitment will always be distributing Mexican handmade folk, fine, and popular from Latin American.

Soul Heart Hands, LLC has served hundreds of thousands of happy customers over the years and has gained their trust and loyalty in all of our company branches. Some of the regular customers include tourist, local city residents, retail shops, marketing companies, e-commerce sites, hotels, catering operations, restaurants, bakeries, communications companies, city governments, state governments, federal (national) governments, food distribution companies, supermarkets, and Fortune 100 corporations.

We strive every day to provide the best products, prices, and customer service to all of our customers worldwide and throughout all industries.

-All of the artisans and the Soul Heart Hands, LLC. family thanks you for your patronage. GRACIAS!