At Ruelas Co., our values are built on the 4 C’s: Craftsmanship, Calidad, Cultural Heritage, and Community. These values shape everything we create, from concept to the final product, and reflect the passion and dedication behind everything we do.

1. Craftsmanship

Every item from Ruelas Co. is made in Oceanside, CA, under the highest standards of the head artisan behind the brand. As a craftsman constantly expanding his skillset, Alejandro Ruelas pushes Ruelas Co. forward by incorporating new techniques and ideas. Each piece is hand-made with precision and care to blend artistry and functionality. 

2. Calidad (Quality)

We take immense pride in offering only the highest-quality products. Every piece is crafted using premium, U.S.-sourced leather that will last for years and improve with age. The quality of our leather goods is something we stand behind—if it doesn’t meet our rigorous standards, we won’t put our family name on it.

3. Cultural Heritage

Ruelas Co. honors a deep connection to both Mexican and American leathercraft traditions. Inspired by the rich heritage of charro saddles, cintos piteados, and the American Western craft, each collection explores and celebrates these cultures. We merge these worlds to create one-of-a-kind pieces that pay homage to the past while pushing boundaries to create something entirely new.

4. Community

At Ruelas Co., we believe in community over competition. Rooted in the greater San Diego area, we are committed to investing in and celebrating our local community. Whether supporting fellow artisans or collaborating with local businesses, Ruelas Co. strives to build relationships that go beyond commerce. Our only competition is ourselves, and we are dedicated to doing our best to ensure we all win.