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EAST VILLAGE (WABC) -- A small business owner is on a mission to bring a little bit of Mexico to New York City.

​“Come on in,”  Leor said.

That's Dina Leor.

“Is that right?”  Joelle Garguilo asks.

“Yes.”  

“Did I say it correctly?”

She's the owner of a shop in the East Village. And she's on a mission to bring a little bit of Mexico to New York City.

All right. La Sirena. And my Spanish is as bad as my Portuguese, my French and my Italian. Sells handmade folk art. But beyond the colorful storefront is an owner who is as marvelous as the treasures that she collects.
As an entertainment reporter, Joel Gargiulo joins us to introduce us to this, you know, cultura mexicana. (Pedro Rivera)

How am I going to follow that? You know, I just, I fully encourage everybody to walk around this city. We have got the best small businesses, and you just stumble upon them. And this one is an absolute, absolute gem. La Sirena. It is on East 3rd Street between 2nd Ave and Bowery. It is a tiny shop with a really big heart. And the owner, Dina Leor, never dreamed of being a small business owner. But now, she couldn't imagine being anything else.

Nestled in New York's East Village, a tiny shop bursts with color, creativity and culture.

“Hey, come on in!” (Leor)

 This is La Sirena. When you walk through the door, your eyes are met with hundreds, thousands of works of Mexican folk art covering every inch of the 325 square foot shop.

“And everything I'm proud to say is made by another human being, which means a lot to me. That's important. It's just joy and love and color and creativity and magic.”  (Leor)

Behind every piece in the store is a story. And behind the store itself is owner Dina Leor, who is as eclectic as the treasures she collects.

“You know, little kids come in. I always love it,” said Leor

“What do they do when they walk in?” Joelle asks.

“Wow, Mommy, look!”  (Leor)

Dina calls herself an Argentine American with a Mexican heart, a heart that led her down an unexpected path.
“So you were a nine year old little girl. You find yourself in Mexico.”

“That's when I fell in love. I had the best time. I didn't want to go home.” (Leor)

“ So you go from student, then an art therapist at Bellevue Hospital, right? And then almost an accidental small business owner.”

“ I started doing art therapy. I got laid off. I had never thought of having a store. I mean, it wasn't I believe that the universe really shows you and guides you, especially if you're open to it. And that happened. It was like magic. And I've been in this magical place ever since.” (Leor)

Today, La Sirena is filled with treasures from across Mexico.

“These are milagros, which means miracles. Traditionally, people will pin them on saints and petition for things in church.  So, I call this the cornfield. Let me know if you see why. “ (Leor)

But what truly makes this store special is the connection between artist and buyer, a connection Dina has carefully cultivated over decades.

“Have you thought about the people that you're able to support through this shop?”  (Joelle)

“I mean, it's part of my mission. I didn't start it because of that. I just started buying stuff because it was so gorgeous. I go to people's patios and the whole families, they're making it. It gets handed down from generation to generation. The kids come home from school and then they start working with their parents, but it's not work because it's all hand done and they carve or they sand or, you know, they do the bigger painting and gradually they learn more and more. I really love to honor the people who make everything. That means a lot to me.” (Leor)

In a city where small businesses struggle to survive, La Sirena is barely holding on, yet somehow thriving in spirit.

“Most people wouldn't have stayed. It's like we're hanging on by a shoestring, to be honest with you. But I don't want to let it go. “ (Leor)

Over the past 25 years, it's evolved into more than a shop. It's become a place where traditions are preserved, stories are shared, and for some, a little piece of home.

“So this young man was here. He's looking. All of a sudden, he's crying. His grandma recently passed away, and he couldn't go home. I said, you could come here whenever you want and feel like you're at home. You don't have to buy anything. No obligation. I just want you to feel good. And that connection to me means more than anything else.” (Leor)

“What do you think that little girl, that little nine-year-old girl who is in Mexico, falls in love with it for the first time, would think that she now has a shop filled with Mexican folk art and more?” (Joelle)
“She would be thrilled. She'd be like, I'm in my happy place.” (Leor)

And so on East 3rd Street, a girl's love affair with Mexico lives on. Bringing joy, color, and a bit of good luck to this corner of New York.

“Two, three. I feel lucky already! I do!”  (Joelle)

Yeah, I wanted to bring those down. I wanted to bring those down to the set, but they said, you know what, it's a new set, so we don't want you.

“ She did it to test our producer. You did it to test our producer. And it's still on the floor upstairs.” Said Pedro Rivera

“Don't rat me out.” (Joelle)

How fabulous is that Sam?”

“Can I ask for your help?”  said Sam Champion

“These giant retailers are driving our amazing small businesses out of business. I've got a lovely idea for university programs. If you're looking to get your technology program, even high school programs, go to these small businesses, help them get businesses set up online. You would do amazing things for our community. If you're a teacher and you're looking for a program or you're a university looking for a program, please help this lady survive. “

“Because it's not just a business. It's a slice of life. Right. I say it all the time. I'll say it again. It is what makes New York, New York. Shops like that. People like that shop owner, Dina Leor. “ (Joelle)

“Get off your phone. Walk into a store. Get off your phone.” (Sam)

“Let's go, Sam. Let's do it. Let's go.” (Joelle)

​Source: Eyewitness News Live - ABC 7 - March 19, 2025
https://abc7ny.com/post/nyc-small-business-la-sirena-hopes-keep-shop-open-continue-selling-homemade-folk-art/16045422/

Joelle Garguilo reports from the Lower East Side with more on this Women's History Month feature.

EAST VILLAGE (WABC) -- A small business owner is on a mission to bring a little bit of Mexico to New York City.

La Sirena sells handmade folk art on Manhattan's Lower East Side.

Beyond the colorful storefront, is an owner who is as eclectic as the treasures she collects.

Nestled in New York's East Village, a shop bursts with color creativity, and culture.

When you walk through the door your eyes are met with thousands of works of Mexican folk art covering every inch of the 325-square-foot shop.

"Everything I'm proud to say is made by another human being which means a lot to me it's important. It's just joy and love and color and creativity and magic," Leor said.

Behind the store itself is owner Dina Leor.

Dina calls herself an Argentine American, with a Mexican heart. A heart that let her down an unexpected path.
As a 9-year-old gift, she found herself in Mexico.

"That's when I fell in love. I had the best time. I didn't want to go home," Leor said.

"I started doing art therapy I got laid off, and I never thought of having a store. It wasn't originally my mission I believe the universe really shows you and I believe that happened like magic. And I've been in this magical place ever since." Leor said.

La Sirena is filled with treasures from across Mexico.

But what truly makes the store special is the connection between the artist and the buyer.

"Have you thought about the people you've been able to support through this shop?" Joelle Garguilo asks.

"I didn't start it because of that I just started buying stuff because it was so gorgeous. I go to people's patios and the whole family is there making it. It gets handed down from generation to generation. I really love to honor the people who is making everything. That means a lot to me," Leor said.
La Sirena is barely hanging on but is thriving in spirit.

"Most people wouldn't have stayed. We're hanging on by a shoestring, to be honest with you but I don't want to let it go," Leor said.

For the past 25 years, it has evolved into more than a shop, it's become a place where traditions are preserved and shared and for some, a little piece of home.

On East 3rd Street, a little girl's love affair with Mexico lives on, bringing joy color and a little bit of good luck to this corner of New York.
​

Source: Eyewitness News Live - ABC 7 - March 19, 2025
https://abc7ny.com/post/nyc-small-business-la-sirena-hopes-keep-shop-open-continue-selling-homemade-folk-art/16045422/

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