Jesus and Gerardo Cardenas were immediately fascinated with jewelry when they began working for a local jewelry store and quickly started creating their own designs.
Seeing their creations come to life and worn by customers who loved them just as much as they did motivated them to open their own business, Cardenas Brothers Creations (CBC), a small store in the Placita Santa Fe Shopping Center in West El Paso. The effervesce of their delicate jewelry designs and customer service grew the business exponentially.

Customers were impressed with the “open window” operation, where they could see Jesus and Gerardo’s custom designs come to life. CBC Fine Jewelers was fast embracing the industry and outgrew three locations. Jesus and Gerardo decided to purchase property and build their own building. In 2021, Jesus’ daughter, Eunice Cardenas, contacted the SBDC for assistance with business expansion. They worked with Business Advisor Hector Espino on creating a business plan, financial projections, business formation, and loan packaging. The Cardenas brothers were able to obtain capital and purchase a building.