Meet Alejandro Ruelas | Founder and Head Artisan of Ruelas Co.

We had the good fortune of connecting with Alejandro Ruelas and we’ve shared our conversation below.

Hi Alejandro, is there something that you feel is most responsible for your success?
The most important factor behind the success of Ruelas Co has been staying rooted in intention. From the materials I choose to the way each piece is designed and made, nothing is rushed—nothing is mass-produced. Every decision is considered.

People don’t just connect with the work, they connect with the why behind it. That sense of purpose, of thoughtfulness, is something I never want to compromise.

Ruelas Co is built on craft, but it’s also built on community. I’ve had the privilege of learning from fellow makers, sharing ideas in creative circles, and inviting others into the process. Whether it’s through conversation, collaboration, or ongoing support, those relationships are what give this work real depth.

In the end, that’s what makes this sustainable. Not just as a practice, but as a way of life. The success of Ruelas Co isn’t measured in volume, but in connection.

Let’s talk shop? Tell us more about your career, what can you share with our community?
Each piece begins at the workbench, cut, saddle-stitched, and burnished to last by hand.

At Ruelas Co, I draw from traditional leathercraft techniques and the shared aesthetics of the American West and Mexico. The work reflects my experience as a Mexican-American maker: shaped by history, grounded in place, and built to be both beautiful and lived with.

These aren’t just accessories, they’re objects made to age with you. With time, they pick up wear, marks, and stories, becoming more meaningful as they travel through your life and the lives of those after you.

I keep Ruelas Co intentionally small, rooted in Oceanside, and focused on the long game. Because I believe good work takes time—and the best pieces are the ones that hold it.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Ok If they were visiting area, here are some ideas:

Day 1
We’d start with dinner at Dija Mara, where every dish is bold, bright, and layered with flavor. Afterwards, dessert at Little Fox, a small-batch ice cream spot. I’d steer them toward my go-to flavor: Things + Stuff.

Day 2
We’d ease into the morning with coffee at Plantology. The iced Morena is my drink—sweet, rich, and tastes like my childhood. Then we’d head to Carlsbad Beach for a walk or a quick dip. For lunch: Tanner’s. Probably the most satisfying burger in North County. Always hits the spot.

Later, we’d explore the Oceanside Pier and surrounding streets, check out a few shops, and catch the sunset. It’s kind of a ritual here.

Day 3 and On
We’d dig around Estate Sale Warehouse, one of my favorite spots to go treasure hunting. It’s low-stakes, high-reward—you never know what you’ll find. I’d also bring them to Pacific Coast Run Club. It’s not just about getting a run in; it’s a welcoming group of people and a great way to plug into the rhythm of the city.

No need for a strict itinerary—just a loose, thoughtful pace. Good food, ocean air, and good people. That’s what makes Oceanside special, and that’s what I’d want them to leave with.

Who else deserves some credit and recognition?
Absolutely. There are so many people who deserve credit for where I am and where Ruelas Co is today.

I want to start by recognizing a small group I call the Ruelas Co “comadres” and “compadres”. It’s a relationship deeply rooted in Latino culture, traditionally between the parents and godparents of a child. It’s a bond built on trust, shared responsibility, and mutual care. That spirit has become a core part of how I approach my work: listening closely, creating intentionally, and designing with people in mind, not just for them.

Through community input, thoughtful dialogue, and ongoing feedback, I lean on my comadres and compadres to help shape each piec. Not just as supporters, but as collaborators.

I also want to give a heartfelt thank you to the people of Oceanside. I moved here a few years ago, and I’ve never experienced a community that embraced me like this one has. Oceanside has a kind of character and generosity that leaves a mark. It’s a big reason why I’ve kept Ruelas Co rooted here. It feels right to grow something slowly and meaningfully in a place that truly feels like home.

And of course, I’m deeply grateful to the leatherworking community, my mentors, friends, and family. They’re people who’ve shared knowledge, support, and encouragement at every stage. This work is a reflection of all those relationships and influences, woven together over time.

Website: https://www.Ruelas.Co

Instagram: @ruelas.co

Other: tiktok: ruelas.co
email: alejandro@ruelas.co