Alejandro Ruelas, or Ale, grew up between two worlds—rooted in the traditions of Jalisco, Mexico, while embracing the vibrant culture of the United States. From a young age, he was captivated by the timelessness of objects such as old sombreros, saddles, and leather goods passed down through his family. These weren’t just functional items—they told stories of history and lineage, sparking Alejandro’s deep passion for leathercraft.

Alejandro’s journey into leatherwork began humbly. Teaching himself through books and videos, he learned the craft by trial and error, as he had no direct access to artisans. Determined to refine his skills, he sought out master leatherworkers to guide him. He first focused on construction and assembly, ensuring that every piece he made was as functional as it was beautiful. Once he had built a strong foundation, Alejandro immersed himself in the American Western tradition of floral tooling. His next goal is to master the Mexican art of piteado, a technique of embroidering agave fibers into leather to create intricate, hand-stitched designs.

Alejandro treats his professional development with the same dedication he brings to his craft. He has studied with artisans from across the U.S. and internationally, learning from masters from California, Arizona, New Mexico, Texas, Oregon, Michigan, North Carolina, Mexico, and Japan. This global exposure has enriched his skills and fueled his vision for Ruelas Co., pushing him to continually innovate.

Looking toward the future, Alejandro envisions creating product lines that serve as the heirlooms of tomorrow—pieces that not only tell a family’s story but grow in value over time.