Diamond in the Rough

Diamond_in_the_RoughMost who are unfamiliar with the Inland Empire typically can’t spot the small rural town of San Jacinto. A quaint and small town located South of Los Angeles in the low desert with a population of about 45,000; San Jacinto isn’t a typical destination for tourists. On January 13th, 2011,  Anthony and Mimi Rodriguez finally made their dream into reality by opening Trucha Valley Department Store to patrons of this small community. As advocates of valuing local growth, and by emphasizing not only the Chicano culture, but embracing originality in the retro and rockabilly scene, they've successfully revitalized and reintegrated a nostalgic and vivacious notion of the Chicano culture back into the valley.  By sticking to their “For locals by locals,”  mission statement, listening to their customers, and being involved in local outreach they've made themselves a landmark! They are a proud carrier of Sourpuss Brand, amongst many of their (and our) favorite brands. See more from Trucha at their site: www.truchavds.com or Find & Follow them on Facebook, Twitter, & Instagram.

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