Skip to content

Elevate Stories

Luro Boots needed to grow, Elevate advisors made it easier

Luro Boots founder Gilberto Diaz

Luro Boots needed to grow, Elevate advisors made it easier

Gilberto Diaz, the founder of Luro Boots, was selling a lot of boots, hats, belt buckles, and other western wear at his Bloomington shop. But the success of his business meant he needed more room, a lot more room.

“We were working out of about 800 square feet,” said Gilberto. “My business keeps growing and growing with the western wear trends and I had to move to a bigger location.”

The big move meant a lot of complexities around leases and finances, and he still had to keep up with the growing business.

Through conversations and work with Bloomington economic development leaders, Gilberto found his way to Elevate Hennepin. He worked with several advisors to break down the complexities of moving and creating a strategy to keep growing. Vicky Gonzales, with Metropolitan Consortium of Community Developers (MCCD), offered support for financial management and general business coaching. NewPublica helped him develop a new brand. And Juan Llerena, of JLLB Media, developed Luro Boots’ first website and brought Luro Boots’ new branding to life. Finally, Davis Senseman, at Davis Law Firm helped finalize lease details.

It was a team effort that Gilberto said added a whole back office of experts to his small business. Because of that support, he could focus on his specialty: finding and selling great boots.

Since launching his company in 2009, Gilberto developed a deep understanding of sourcing great products, building awareness in his community, and he’s great at selling all sorts of boots. But wrangling finances, building a website, and keeping current with branding, and managing a legal process were things—like many small business operators—he just didn’t have time to learn about let alone time to do.

“Right now, I don't even have time to do all the work that I have in the store,” said Gilberto.

Not only did advisors augment his small business with new skills and offer expert guidance to his many questions, but they also helped him develop a growth strategy to keep moving forward.

The new Luro Boots location opened in early May of 2024 with 4,000 square feet of western, hiking, and work boots as well as clothing, hats, and other western wear at an active strip mall in Bloomington. But Gilberto is already looking ahead on the strategy.

“We’re probably going to do the second store pretty soon,” said Gilberto.

He’s also looking to diversify his customer base with Elevate Hennepin support. Currently, much of his customer base is Latino, but he’s looking to capitalize on the broader western wear explosion with a new marketing push with JLLB Media.

“About 80 percent of my customers, they’re Latinos,” said Gilberto. “But my plan is to get to something like 50-50 Latino and others. So, we’re working together to do more advertising or do more marketing right now on different platforms that will help me to expand into this market, because it’s huge.”

While he has worked hard to build his business to where it is today, he said the support and guidance from Elevate advisors provided an extra boost and helped him push his business to the next level.

His advice for other small business owners looking to take that next step: connect with Elevate Hennepin advisors today.

“The advisors help you answer all those big questions and make it way easier for owners in a very professional way,” said Gilberto. “I’m so impressed and thankful.”

Take a look at the grand opening of the new Luro Boots below:

Show all resources

Get connected to professional resources, tools, and guidance from business experts.

Schedule a consultation

Meet one-on-one with a Business Navigator to assess your best next step.

Real businesses, real stories.

Q1 2024 impacts Elevate Hennepin

Elevate Hennepin serves 562 entrepreneurs with nearly 5,000 of advising in Q1

With Elevate Hennepin support, 33 businesses were able to raise a total of $6.3 million in financing to start or expand their business in Q1.

Elevate Hennepin advisor Angel Even of Led by Truth

Two tips to get unstuck in your business from Elevate advisor Angel Even

At any stage of a business, it’s easy for leaders to get stuck. Elevate Hennepin advisor Angel Even, founder of Led by TRUTH, says her coaching is like a lever to help leaders get out of their ruts. 

Related upcoming events

Feb 27

Elevate Construction virtual information session

Learn how to elevate your construction business with specialized construction advisors plus more than 30 general business consultants.

Mar 06

Business Plan Basics

Starting a new business? Do you know the basics of designing a business plan? If not, this session is for you! Find out why a business plan is important to starting and growing your new venture and how it will keep you on track for years to come. 
Mar 09

From full time to being independent

While it’s exciting to take control of your career path, lifestyle and income, there are also many questions surrounding how to become self-employed. We’ll address these questions and more in this 75 minute free webinar.