The roots of San Francisco are deeply connected to Latino heritage, and today Latinos make up nearly 16% of the city’s population. As we close out Latino Heritage Month, we celebrate small business owners like Diana Medina, who runs a jewelry store in the Mission district and is a CleanPowerSF customer.

Stroll into Diju Jewelry on 24th St., and you’ll see an array of different accessories that appeals to its wide customer base, who represent San Francisco’s diverse population. Owner Diana Medina welcomes everyone – many come to buy her handmade necklaces and bracelets, while others walk in seeking to replace a battery or repair an heirloom passed down through the generations.

Diju stands for Diana y Juan and is named after Diana and her husband Juan. An immigrant from Mexico, Diana started making bracelets and earrings in 2007, that she would then sell at the Mission Market on 16th St. Through the market, she built a strong network of contacts and cultivated meaningful relationships. The Mission Economic Development Agency (MEDA), for example, reached out and helped Diana gain valuable business skills through its workshops. Another program, the Alternatives for Latinas in Self-Sufficiency (ALAS), taught her how to write a business plan, identified an available storefront location with high foot traffic, and even offered to the pay the first month’s rent.

Starting a Business in the Heart of the Mission

Since then, Diju Jewelry has relocated to Calle 24 Latino Cultural District, known as the heart of the Mission. This stretch of 24th Street running from Mission Street to Potrero Avenue includes specialty stores, taquerias, Mexican bakeries, grocers and art galleries, as well as the greatest concentration of murals and Latino businesses in the City.

Getting here wasn’t easy, though. In 2013, Erick Arguello, a community leader and one of the organizers behind Calle 24, approached Diana and encouraged her to move to a new location on the 24th St. corridor as he knew it’d be a good fit. The landlords, however, hesitated since Diju Jewelry was still a young business. The store itself was in transition – Diana’s business partner had recently decided to return to Mexico, and her husband Juan was still learning the operations side of Diju.

Diana refused to lose hope. She gathered many recommendation letters and the support of organizations like MEDA and ALAS. A week later, the owner came personally to offer Diana the space. This was a huge accomplishment and something she still speaks of with joy.

Hard Work and Perseverance Pays Off

What fills Diana with pride the most is being the Mexican owner of a Latino business and serving a multicultural community. She's learned to value this country, even with all the differences. “We don't come to take anything away, but to share a little bit of our culture and knowledge," Diana said. "We are hardworking people.” 

Diana’s success is a testament to her work ethic and perseverance. It also speaks to the impact of community-based organizations that invest in immigrant entrepreneurs, open doors to valuable resources, and help them thrive. As San Francisco Mayor Daniel Lurie said in commemorating this month, “Latino Heritage Month is a powerful reminder of the culture, resilience, and values that shape San Francisco. Latino-owned businesses—many founded by immigrants—strengthen our neighborhoods and reflect a deep commitment to hard work and community.”