Goddess Mercado brings together 100 women entrepreneurs this Dec. 9 

If you’re looking for gifts this season, head to Goddess Mercado, a pop-up in East Los Angeles that offers clothing, jewelry, rugs, books, paintings, candles, bags, shoes, soaps and much more. The event happens every second Saturday of the month, and you can get there by taking the Metro E line to East LA Civic Center station. 

The market hosts about 50 vendors each month, but this Saturday, December 9, starting at 10:00 a.m., it will bring together more than 100 entrepreneurs thanks to a partnership with New Economics for Women.

Goddess Mercado, which was founded three years ago by East Los Angeles native Diana Diaz, is designed to promote women’s entrepreneurship and create community. 

“My parents are from Jalisco, Mexico. They didn’t speak English, so they decided to start their blanket and pillow business at a flea market,” says Díaz, who learned how to sew during those years. “There, we made friends and helped each other. I wanted to recreate that feeling of bringing my friends with small businesses together, helping them grow and being able to sell in a friendly environment,” she explains.  

Diana Diaz, founder of Goddess Mercado, has also a small business called Mexichic Crafts. / Photo: Mey Lyn Mitteenn..

The vendors at Goddess Mercado come from many different backgrounds. Some have full-time jobs, some are single mothers, and some work from home … but they all share a common dream of growing a business.  

Berenice Calderon shows a couple of her products.

Berenice Calderon, who participated in the last event, says that Goddess Mercado is a great option to promote your brand, exchange ideas and expand your network.  

Her business, Ava’s Shop, specializes in customizing items, ranging from mugs and glasses to shirts and holiday decorations. She notes that some of the most popular requests are items with the Rams, Riders and Chargers logo.” 

Her business adventure began a year ago, when she placed a photo of her grandpa, who had passed away, and his brother inside a snow globe. “When my brother saw it, he was moved. The family started placing orders for me and suddenly more orders came in” says Calderon. In just a few months, she created a website and Instagram account to promote her creations. 

“Online sells are convenient,” she says, “but places like Goddess Mercado help expand your business.” 

Celia Quezada, who also participated in Goddess Mercado, has a mobile boutique where she sells Mexican clothing, as well as toys, rugs and nativity scenes. “Everything at a very good price,” he exclaims. 

The Los Angeles native says she chose to sell products with Mexican designs because it is important to maintain her culture. “My parents are from Jalisco and I love my roots. It is something that gives me joy and makes me feel identified… I feel that here each woman in Goddess Mercado celebrates her culture through her business.” 

Celia Quezada has a mobile boutique.


Just steps away is Elizabeth Paravicini, an art teacher for elementary and middle school children. On weekends, she arranges tables outfitted with canvases and paint under a tent and invites families to join the fun.   

“I love Wonder Woman because she is a strong character who goes in search of justice and truth,” she says. “Pop-ups like this mean that children have a safe space for recreation.” 

And Diana Diaz, the woman behind it all? Today, she’s the owner of Mexichic Crafts, a business that offers leather bags, jackets, shoes and hats that she brings to Goddess Mercado every month. The entrepreneur says that several businesses start with pop-ups. “I see this as an opportunity to promote my brand,” she says. 

“I invite you to come this Saturday, to see the products we have… It is important to support each other as a community because that creates opportunities for us to move forward,” adds Diaz.

Event details: 

When: Saturday, December 9 (and every second Saturday of each month) 

Time: 10:00 am to 4:00 pm 

Where: 4801 E. 3rd St, East Los Angeles, CA 90022 

Go Metro: Take the E Line to East LA Civic Center Station.  

More information here