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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/

​

 lasirena nyc 
​Honored & lot's of fun to curate this show for @herdezbrand and to showcase amazing Mexican artists @letivall3 @gus.mejia.arte @artedmaria2020 @valente.arana

​The celebration, filled with vibrant food, art, and traditions, captivated attendees with the flavors of HERDEZ salsas, cooking demos by Michelin-starred @chefCosme Enrique Aguilar and interactive art installations curated by @lasirena nyc . 

#herdez #salsa #michelinstar #chefcosme #mexican #art #chelseamarket #HOMBREMagazine #HOMBREMag

Reposted from @hombremag / ​El Gran Combo•El Menu (Salsa Remix)
https://www.instagram.com/reel/DBqIYh4uf9s/?igsh=MTN5dXYxemZuNjJtYQ== 

​

​Hispanic Heritage Month is coming to an end, and to close it in style, Mexico’s popular salsa brand, HERDEZ, brought the essence of Mexican culture to New York’s Chelsea Market with an immersive “House of Heritage” experience. The lively event was filled with Mariachi music, curated artworks, traditions, and of course savory dishes prepared by Michelin-starred Chef Cosme Enrique Aguilar, using salsas from the host brand to craft a vibrant, colorful and delicious menu.

​Highlights of the “House of Heritage” included:

• Chef Demos: Chef Cosme Enrique Aguilar showcased his culinary talent with classic Mexican dishes featuring HERDEZ® salsas. A crowd favorite was the Spicy Street Corn Dip made with HERDEZ Roasted Salsa Verde.
• Dipiquette Class: Social media star Harry Hill kept the energy high with a fun and engaging salsa dipping tutorial, sharing his go-to HERDEZ recipes

Source: /hombre1.com/herdez-brand-hosts-house-of-heritage-experience-in-celebration-of-hispanic-heritage-month/

​

In honor of Hispanic Heritage Month, the makers of HERDEZ® salsa, the No. 1 selling salsa brand in Mexico, proudly announce the launch of House of Heritage, an immersive experience celebrating Hispanic heritage, culture and the art of dipping salsa on October 10, 2024, at Chelsea Market in New York City’s Meatpacking District.

The House of Heritage by the makers of HERDEZ® salsa is a one-day-only, vibrant and interactive event that offers a museum-like experience, paying homage to Hispanic food culture, complete with the flavors and traditions of Mexican cuisine led by Michelin-starred Chef Cosme Enrique Aguilar; as well as a playful tribute to the art of dipping salsa. Furthermore, guests will enjoy art installations by regional Hispanic multimedia artists and nail art customization by Latina-owned Chillhouse spa.

Guests will be transcended into an elevated mercado, providing a sensory-rich immersion into traditions, tastes, and textures of everyday Mexican life that include:

House of Heritage Cooking Demonstrations
The HERDEZ® brand stands as a beacon of authenticity and quality in retail markets, offering a diverse range of products that capture the essence of Mexican cuisine. Michelin-starred Chef Cosme Enrique Aguilar (Casa Enrique, Quique Crudo, Cafe Henri) will host live cooking demonstrations pairing fresh produce and seasonings from local Hispanic vendors with HERDEZ® brand authentic Mexican salsas and cooking sauces. Guests will be guided through traditional and contemporary Mexican cuisine so they can easily recreate delicious dishes at-home, including the fan-favorite Spicy Street Corn Dip with HERDEZ® Roasted Salsa Verde Medium. The Spicy Street Corn Dip is the ultimate party food, perfect for game days, barbecues or casual get-togethers. Pair this dip with tortilla chips, fresh veggies, or even use it as a taco topping. Its versatility makes it a go-to recipe for any occasion.

House of Heritage Dipiquette Tutorials
The HERDEZ® brand is more than just a salsa, guacamole and dip brand; it’s a lifestyle choice for those who crave genuine Mexican flavors. The makers of HERDEZ® salsa will introduce the brand’s very own Dipiquette Expert and social media personality Harry Hill to host entertaining tutorials on perfecting the art of the dip. The Dipiquette class will humorously demonstrate the technique and nuances of dipping salsa, reassuring guests that their love of salsa is not to be taken lightly.

House of Heritage Cultural Experiences
At the heart of the HERDEZ® brand is a commitment to fostering community. In partnership with Mexican-owned, NYC-based Mexican folkloric art store La Sirena NYC, founder Dina Leor curated a diverse collection of paintings and photography by NYC-based Mexican artists including Gus Mexia Arte, Leticia Valle, Maria D. Jimenez and Valente Arena.

House of Heritage Nail Customization
With nail art becoming a cultural and stylistic means of expression, HERDEZ® brand in partnership with legendary Latina-owned spa Chillhouse, will be providing guests creative HERDEZ® brand inspired nail designs (e.g., tacos, chips and salsa, Mexican flag, Dia de los Muertos skulls and Mexican marigolds flowers).
The HERDEZ® brand fosters a deep connection with Mexican heritage, creating a bridge between generations, communities, and countries through shared culinary experiences. Through initiatives celebrating Hispanic Heritage Month, Día de los Muertos, and other cultural events, the HERDEZ® brand aims to celebrate, promote and preserve Mexican culture in New York City and across the country.
Don’t miss out on the chance to experience the rich culinary and cultural heritage of Mexico with the HERDEZ® brand. The first 100 attendees will have a chance to receive a LIMITED-EDITION tote bag and goodies. The House of Heritage is a one-day experience taking place on Thursday, October 10th at Chelsea Market, NYC’s premier food destination. Doors open to the public at 12:00pm until 5:00pm.

For more information and recipe ideas, visit www.herdeztraditions.com, and follow the HERDEZ® brand on Facebook, Instagram and Pinterest.

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About Hormel Foods – Inspired People. Inspired Food.
Hormel Foods Corporation, based in Austin, Minn., is a global branded food company with over $12 billion in annual revenue across more than 80 countries worldwide. Its brands include PLANTERS®, SKIPPY®, SPAM®, HORMEL® NATURAL CHOICE®, APPLEGATE®, JUSTIN’S®, WHOLLY®, HORMEL® BLACK LABEL®, COLUMBUS®, JENNIE-O® and more than 30 other beloved brands. The company is a member of the S&P 500 Index and the S&P 500 Dividend Aristocrats, was named one of the best companies to work for by U.S. News & World Report, one of America’s most responsible companies by Newsweek, recognized by TIME magazine as one of the World’s Best Companies, received a perfect score of 100 on the 2023–24 Corporate Equality Index and has received numerous other awards and accolades for its corporate responsibility and community service efforts. The company lives by its purpose statement — Inspired People. Inspired Food.™ — to bring some of the world’s most trusted and iconic brands to tables across the globe. For more information, visit hormelfoods.com.

Sources: www.webwire.com/ViewPressRel.asp?aId=327958

By Ashley Mastronardi

Reposted from @grancentenariotequila

Gran Centenario is pleased to share its newest Angel on Earth, Dina Leor. Dina is the founder of Mexican folk art store @lasirena_nyc, which just celebrated its 22nd year in the East Village of Manhattan. On a daily basis, Dina works with artisans in Oaxaca and Chiapas to bring her passions of folk art and Mexican tradition to the U.S.
Although La Sirena temporarily closed its doors in 2020 due to COVID-19, Dina pledged to give back to her community. Dina continued to maintain sales outdoors during the pandemic and selflessly provided her profits to local families and Mexican artisans in need. Dina looks forward to continuing to help her local community and to bringing folk traditions and the spirit of Mexico to New York in the coming year.

By Marisel Salazar / Thrillist

This Mexican folk art marketplace has been a fixture on East 3rd Street in the East Village for 22 years. However, currently until November, the brick and mortar will only be open on weekends while the team runs a pop-up at Chelsea Market over the next few months.  Read More

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By Chelsea Market / Gotham to Go - Art & Culture

This summer, La Sirena will be setting up shop at Chelsea Market for a pop-up marketplace featuring museum-quality Mexican Folk art through November 2, 2021. Read More

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