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

Hi Alicia, we’d love to hear more about how you thought about starting your own business?
I am a first generation American and navigating life after high school was difficult and daunting. After college I found my way to education without any real guidance and while I am happy with my career, I sometimes wonder how my life would be different had I had a mentor in my adolescence. I see too many “Alicias” still stumbling through decisions to this day. It doesn’t have to be that way.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
I think our work is informed by the community, that’s what makes it unique. We move in whatever direction our students and families need us to move. We consistently have our ear to the ground. Before we started Primos, we wanted to make informed decisions about what this organization would be. That’s challenging in it of itself, because I may have my own ideas or dreams for Primos, but if it doesn’t align with what our community wants then I have to let go of that idea. I think my leadership style lends to our culture at Primos. I am very community focused and want everyone to have a voice. I want this to feel like a family and learning to let go for the sake of the family is necessary. I’ve grown in that way the most since starting Primos

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Pleasant Grove! Not the typical answer right? But I would definitely come here. We would go walk the trails by the Audubon Center, visit the Aquatic Center at Crawford Park, go see The Walls graffiti art installation, grab some treats at Encanto Market, and have a barbecue in the evening in my backyard… because if anyone knows PG, is that it comes to life in the evenings and the weekends when families are enjoying their time together. PG is a little forgotten corner of the city, but its my home and its beautiful.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
My husband, Jesus, and my cousin, Diana. In 2016, I was feeling a career change, returning to grad school, and mothering my 2nd newborn child. I found myself in this space where I had so much going on, but also needed some change. Jesus supported my decision, as crazy as it was, to start Primos. Diana, we grew up together, and she was just returning to Dallas around this time. Primos wouldn’t be where it is today without her. She’s the business mind, the marketing mind, the strategist. We really made this thing together.

Website: losprimosdallas.org

Instagram: @losprimosdallas

Image Credits
Cinphotos Cinthia Jaimes

Nominate Someone: ShoutoutDFW is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.