Peruvian immigrant builds business on cultural traditions and festive decorations

By Maria Umanzor

With her hair tied in a bun, Carmen Biminchumo carefully fixes some of the balloons, souvenirs and other adornments that she sells at her Mission District store, “Decoración de Salones ‘Carmen,’” or "Carmen's Salon Decorations.”

Biminchumo wakes up every morning at 6 o’clock to pack the souvenirs or flowers in her store. "When I don't have a souvenir or I run out of balloons I get worried sick, and I start planning my orders," she said. "I want my customers to find in my store all the indispensable items for decorations."

Her store at 23rd and Mission contains basic items for salon decorations for weddings, baptisms, quinceaños , baby showers, and birthdays.

The 45-year-old woman was born in Pacasmayo, La Libertad in Peru, where she also worked decorating salons. She came to the United States almost 12 years ago. “I came with the idea of working on what I do best, which is salon decorations,” said Biminchumo as she helps some clients.

In Peru, Biminchumo worked on salon decorations for many occasions, but mostly for weddings and quinceaños. Quinceaños is one of the biggest cultural celebrations in Latin America. It means that a girl is celebrating her 15th birthday to show the world she has become a woman. It is often referred to as “quinceañera” because it's a girl who's celebrating.

Decorating salons is something that comes within her family. “My family has always done this, and it was passed on to me so I inherited the passion for flowers and other accessories that are needed to decorate a salon,” said Biminchumo. “People over there do big parties, and celebrating quinceañeras is a great tradition.”

At the age of 10, Biminchumo began to learn to decorate salons by helping her mother. “I used to go with my parents to decorate a wedding salon and I used to tell them that when I grew up I wanted to do that,” explained Biminchumo.

However, Biminchumo never imagined that she would come to San Francisco to serve the Latino community here. Like many other immigrants, Biminchumo decided to come here because of the bad economic situation back in Peru, especially in Pacasmayo. In addition to that, she wanted to join her husband who was here already.

“We were very poor in Peru and my husband wanted me to come here too," she said.

But coming to this country wasn't easy for Biminchumo because she left behind her most "precious treasure." "It was very hard to leave my eight-year-old son, but I had to sacrifice being with him because I wanted to give him a better life,” said Biminchumo. "I used to send him $50 a month, but I never desisted on the idea of being with him."

Biminchumo established herself here very quickly and found a location at 24th and Mission.

“Gradually, I began to open my store and to attract people to come to my store. I began selling souvenirs for weddings and other events, party supplies and balloons,” said Biminchumo. “Later, I expanded my business by adding more accessories to wedding decorations and rentals.”

Biminchumo also tries to help her customers learn how to decorate salons themselves.

“I think that women can be independent and can work on anything. That’s why I try to teach them how to do floral arrangements, centerpieces and other arrangements,” she said.

Biminchumo has gained a lot of popularity in the Latino community in the Mission District. She has an average of five orders or packages per day. “I have all kinds of people and many of their orders include balloons, floral arrangements, containers for buffet, centerpieces, and rent arcs,” explained Biminchumo.

Maria Gonzales lives in the Excelsior District and always comes to Biminchumo’s store when she celebrates an event.

“When I was celebrating my daughter’s baptism, a friend of mine recommended Biminchumo as the expert to decorate the salon for the baptism,” said Gonzales. “From that time on, my I was amazed with her work because she’s very authentic. And it’s cheap.”

Now Gonzales is celebrating her daughter’s quinceañera and this time she also wants Biminchumo to decorate the salon. Most of Biminchumo’s clients celebrate weddings and quinceaños. A package for a quinceañera includes decorations, floral centerpieces, tables cloths, chinaware, balloons and souvenirs.

The average “paquete económico”—economy package—costs around $100. “I don’t care much about the money. I always care a lot when I do my job so everything goes well and people get satisfied with my work,” said Biminchumo.

Still, it’s not been easy to keep the business running. She recently was forced out of her old building. The landlord said the building was going to be demolished, but Biminchumo discovered later that another salon took over the spot. “It was all a lie,” said Biminchumo.

At first, she didn’t know what to do. “But I’ve always been a woman of faith and I prayed a lot so God could help to find a new location,” she said as tears fell down her cheeks. “ People who know me also prayed for me.” A few days later, she found a new location just one block away from the old one.

Even though there are many salon decoration stores along Mission Street, Biminchumo said her store is unique. "My store preserves that familiar sense that many other stores don't have," she said. "Many are become bigger in terms of adding more accessories like big dresses or more sophisticated stuffs, but I have those little things people still look for."

Bimichumo is still reestablishing her business and hopes things will work out for the better. “I feel good over here. God knows what he does and I have found more strength than ever,” said Biminchumo. “ Still, people come to my store looking for salon decorations for all kinds of occasions.”

In her search for a better life, Biminchumo hopes to succeed with her business and to keep serving the community. Besides, just a few months ago, she brought her son, who's now 20 years old.

"I am very happy because I have my son with me again,” she said. “Looking back, all the sacrifice I did was worth what I am living now.”