MinerAlert
MinerAlert
July 2025
By Alexandra Sanchez '17
What started as a side project selling Mexican candy online has grown into a thriving business with a viral TikTok presence, Amazon top seller, and now a brick-and-mortar store in El Paso. Meet Tony Esparza, a 2019 UTEP graduate with a BBA in Marketing, and the entrepreneur behind Sabores de Mexico.
Tony launched his business in 2021 with one goal: to create an extra stream of income. As a candy lover with easy access to authentic Mexican candy and treats, Tony saw an opportunity to fill a niche on Amazon. With no website and no formal storefront, he packed and shipped products from his house.
Two years later, Tony was let go from his job and decided to focus fully on his business until something else came along. "I kept interviewing and nothing came through, so I thought, 'I’m going all in,” he said. Around that same time, TikTok Shop was gaining traction and Tony decided to give it a shot. “I posted a few videos, and one of them went viral with over a million views. After that, it just blew up.”
With his marketing degree, Tony found himself using every bit of classroom knowledge from pricing and content strategy to consumer psychology and product positioning. “It’s everything I learned at UTEP rolled into one,” he shared. “I always think back to a case study we did about listening to customers. That stuck with me, and it’s something I still apply every day.”
Today, Sabores de Mexico is not only an e-commerce success but a family-run storefront. Tony still sells on Amazon and TikTok, and now the store-front with a selection of Mexican candy, snacks, and household essentials. Beyond his own brand, he also works full-time for an integrated commerce agency helping national retailers grow on platforms like Walmart, Target, and now TikTok, where he was hired to help lead their new strategy.
Even with his rapid growth, Tony remains grounded. “There’s no exact playbook,” he said. “You have to be willing to try, test, and adapt. What works for one business won’t necessarily work for another.”
For students and alumni considering starting their own business, Tony has one piece of advice: “Sell something you actually believe in. If you’re not 100% behind it, your customers will see through it. Authenticity matters, especially on social media.”
Whether it’s his strategic marketing or willingness to take a chance in his business, Tony Esparza proves that with the right idea and mindset, you can turn a sweet tooth into a thriving business.
Visit Sabores de Mexico website or stop by the shop to support a Miner business!
3465 Lee Blvd Suite 251 El Paso, TX 79936
Saboresdemexicoshop.com