For several years, Jesse DeLeon operated My Amigos, a successful Tex-Mex restaurant in West Houston. Customers returned not only for the good food, but also for the festive atmosphere. There were unique decorations all over the restaurant — hanging on the walls, dangling from the ceiling, and sitting on tables and floors.

Before long, customers began asking to purchase the whimsical accents and antiques in the restaurant. After repeated requests, DeLeon realized a unique opportunity and agreed to "sell anything but the tables and chairs!" As a result, he quickly watched his responsibilities grow to exceed mere food service, and include continual redecorating efforts at the restaurant.

After many years and steady increases in sales, Jesse saw even bigger opportunities — if only he had room for them! It was time to grow.

In May 2000, the first tierra dulce location opened in Houston's Galleria area, offering large works of art, furniture, architectural antiques and more. A second tierra dulce location opened in 2001 in McAllen, Texas, and now serves as the company's sole retail location and center for operations

Jesse and his wife Diana have since sold the restaurant in order to devote their attention fulltime to tierra dulce.