How One Starr County Mom Built a Business with Wood, Tools, and Imagination

FRONTeras Magazine 2025 Vol.1 No.1 Issue

Before the balloon arches and neon signs.

Before the Instagram-worthy backdrops and glittering marquee letters. Before you could only rent a prop by booking an entire salon, Brenda Elicerio knew that setup wasn't practical. With a tape measure in one hand and a dream in the other, she launched her own event prop rental business.

La Madrina officially launched in 2018.

Exactly one month later, the first gig came in: someone needed props for a proposal. Brenda got to work. She built the letters "MARRY ME" by hand, and just like that, Starr County had its own fairy godmother of events.

But Brenda's story started long before that.

Born in 1984 to Ernesto and Adela Elicerio-originally from Estación Aldamas, Nuevo León, Mexico-Brenda grew up with sawdust in her hair and tools in her hands.

Her father, Ernesto Sr., was the one who taught her how to measure twice and cut once. While most little girls were playing with Barbies, Brenda was learning how to use a power drill. "I was always around wood," she says. "My dad made sure I knew how to use every tool in the shed."

Raised in Rio Grande City alongside her brothers, Juan Ángel and Ernesto Jr.,

Brenda graduated with the Class of 2003. Life, as it does, brought love, kids, and lessons. She has three beautiful children-Santos Alberto, Heaven Navi, and Esmeralda Perez-all of whom are part of the family business.

La Madrina isn't just a business-it's a dream come true. Working from her shop in Alto Bonito, Texas, Brenda has turned her space into what she calls "organized chaos"-full of paint cans, power tools, scrap wood, and big ideas. "Yo me voy en un viaje," she says about her creative thoughts. "I love to create." There are no sketches. No Pinterest boards. Just sheer imagination-and a pencil always tucked behind her ear. She doesn't outsource. She builds.

From quinceañeras to baby showers, from gender reveals to weddings, Madrina is a staple in South Texas events. Her props aren't just décor-they're part of people's memories.

But success hasn't made her untouchable. She's still the one answering DMs at midnight. Still sanding edges and making sure the glitter sticks just right. Still listening to banda while she drills holes into plywood.

Brenda's not trying to get rich and move to the hills. She's trying to make La Madrina shine. She built her business the same way she builds her props-by hand, from scratch, with precision and pride.

And if you ask her what she's most proud of? It's not the viral props or the fully booked weekends. It's that her kids see her working, building, creating, and know that mamá did that.

Props to that.

@Santitos

@salinasmariasantos

Copyright © 2025 Maria Santos Salinas for FRONTeras.

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