Today we’d like to introduce you to Amalia.
Hi Amalia, so excited to have you with us today. What can you tell us about your story?
My entrepreneurial journey began as a senior in high school when I launched my first small business, Kounna Cosmetics. I hand crafted my own line of lip glosses, lip scrubs, and skincare products, and spent my weekends at pop-up markets across San Antonio. I was often the youngest vendor at every event, and those experiences taught me far more than just how to run a business, they introduced me to a community of makers, dreamers, and small business owners who inspired me.
After graduating with the Class of 2020, the pandemic brought a sharp decline in business for many entrepreneurs, including myself. I made the difficult decision to close Kounna Cosmetics. That same month, despite never having crocheted before, I picked up a crochet hook on a whim. What started as a new hobby quickly became Amalia Crochets, my second small business. I created original crochet pieces that visitors often described as beautiful and unlike anything they had seen before. Once again, I found myself spending weekends at markets, growing not only as a business owner but also as a member of San Antonio’s small business community.
By September 2024, after four years of vending, a thought kept coming back to me: What if I hosted my own market? My time as a vendor had shown me what made a market truly special. It wasn’t always about sales, it was about the organizer. The best coordinators made vendors feel welcomed, valued, and genuinely supported. I wanted to become the kind of market coordinator that my younger self had hoped to meet: someone who cared about people, not just vendor fees.
As I brainstormed names, I knew it had to be memorable and meaningful. Then it came to me: Juntos. The Spanish word for “together.” That single word perfectly captured the vision I had for building community through small businesses.
In October 2024, I officially launched Juntos San Antonio. Our first pop-up markets were held in a Kohl’s parking lot off Potranco Road, where we hosted events throughout October, November, and December. Eventually, the property owner ended the markets after receiving an influx of calls from others hoping to host events there as well. At the time it felt like a setback, but it ended up becoming one of the biggest blessings in disguise.
Soon afterward, I was given the opportunity to lead Sundays at the Square, the weekly farmers market at the Historic St. Paul Square District. Today, more than a year and a half later, I still look forward to every Sunday. Watching small businesses grow, seeing friendships form, and creating a space where people genuinely enjoy coming together has been incredibly rewarding.
When people ask how I got here, my answer always comes back to my parents. They met while working as migrant farm workers in Minnesota and built their lives through determination, sacrifice, and an unmatched work ethic. Their resilience runs through everything I do. They taught me that success isn’t defined by where you start, but by your willingness to keep showing up, keep working hard, and keep believing in the vision you’ve created.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a perfectly smooth road. No matter how much time, energy, and heart I pour into every market, there will always be slower Sundays that can feel discouraging. But I’ve learned that every market has its ups and downs. I remind both myself and my vendors that slower days are simply part of the pop-up and small business journey. One event never defines the next.
Working with so many different people each week also means you’re bound to encounter difficult situations or personalities from time to time. I’ve always tried to approach those moments with patience, understanding, and professionalism. Rather than dwelling on setbacks, I focus on what I can learn from them and what changes I can make to improve future events.
One of the biggest challenges I’ve faced has been being underestimated. As a young woman leading a weekly market, there have been countless moments where people have questioned my experience or assumed I wasn’t capable simply because of my age. Instead of letting that discourage me, I’ve used it as motivation. I’ve learned that consistency speaks louder than assumptions, and over time, the work I’ve put in has earned the trust and respect of my vendors, partners, and community.
Entrepreneurship has taught me that challenges are inevitable, but they’re also opportunities to grow. Every obstacle has made me a stronger business owner, a better leader, and someone who is even more committed to creating a welcoming space for others.
Alright, so let’s switch gears a bit and talk business. What should we know?
At its core, Juntos San Antonio is about building community. While we’re known for hosting farmers and artisan markets, what we’re really creating is a space where small businesses, families, and neighbors can come together and feel welcome. The name Juntos, meaning “together,” isn’t just our name, it’s the foundation of everything we do.
Our weekly market, Sundays at the Square, has its own atmosphere that I believe is unlike any other. It blends the warmth of Hispanic culture with the charm and character of San Antonio. We want every Sunday to feel inviting, vibrant, and authentic—a place where visitors can discover something new while supporting local entrepreneurs.
One thing that sets us apart is our intentional approach to vendor selection. Every vendor is carefully curated to ensure a diverse mix of high-quality products and experiences. Rather than filling spaces for the sake of numbers, I focus on creating a market where every business has something unique to offer. That means each Sunday feels a little different, giving visitors a reason to come back week after week.
Behind the scenes, I also take a lot of pride in organization. As someone who spent years on the other side of the table as a vendor, I know how stressful poorly organized events can be. My goal has always been to make the experience as seamless as possible, from the application process to market day. Based on the feedback I’ve received, vendors consistently tell me they appreciate the clear communication, organized procedures, and the fact that they always know what to expect.
More than anything, I’m proud of the community we’ve built. Seeing vendors support one another, celebrate each other’s successes, and return because they genuinely enjoy being part of the market means more to me than anything else. My hope is that every person who visits or participates in Juntos leaves feeling like they were part of something bigger than a shopping event, they were part of a community.
How can people work with you, collaborate with you or support you?
The best way to connect with me is through our social media! You can find us on Instagram at @juntosatx and on Facebook at Juntos San Antonio. You can also reach me directly by email at juntosatx@gmail.com.
I absolutely love collaborating with others. Whether you’re a local business, artist, nonprofit, musician, or someone with a creative idea that could bring people together, I’d love to hear it. Some of my favorite moments have come from partnerships that started with a simple conversation, so I always encourage people to reach out with their ideas.
If you’d like to support Juntos, it doesn’t have to be anything complicated. Following our pages, sharing our posts, and telling your friends and family about our markets makes an incredible difference. Every share helps us introduce more people to the amazing small businesses that make up our community, and that kind of support means everything to us.
Pricing:
- Farmers & Producers – FREE
Contact Info:
- Website: https://www.stpaulsq.com/sundays-at-the-square
- Instagram: https://www.instagram.com/juntosatx/
- Other: https://linktr.ee/juntosatx
