Today we’d like to introduce you to Desiree Alvarado.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I was born in San Salvador, El Salvador, and migrated to California at the age of 10. I lived in South-Central Los Angeles before moving to Highland Park, where I grew up. I attended Sacred Heart of Jesus High School in Lincoln Heights, earned a Bachelor of Science degree in Applied Mathematics from UCLA, and obtained a Master’s degree in Education from Cal State LA. I am married and have two children, attending UC Santa Cruz.
I have held various management and executive positions at the American Gas Association, Charles R. Drew University of Medicine and Science, Cal State LA, and LAC+USC MCA. Currently, I serve as an adjunct faculty member in the non-credit departments at Los Angeles City College and Pasadena City College. My entrepreneurial journey began in 2008 when my husband, Ruben Cardenas, and I purchased a franchise store, EmbroidMe of Arcadia. After five years, we ended the franchise contract, and I ventured out on my own. Today, I run three successful businesses: Crown Promotions Group Inc. (doing business as Pasadena Promos), a promotional products company based in Pasadena and Arcadia; Bonnie’s Guest House Inc., an adult residential facility for individuals with mental illness in Pasadena; and an Airbnb in Victorville.
In addition, I am actively involved in the community. I have served as the president of the Arcadia Music Club, as a board member of the Rotary Club of Pasadena and the Licensed Adult Residential Care Association, and I was recently elected president of the National Latina Women Business Association – Los Angeles Chapter (NLBWA-LA).
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road. Like many immigrants, adjusting to a new country, language, and culture at a young age came with its challenges. Growing up in underserved communities, I saw firsthand the struggles that come with limited resources and opportunities, but those experiences shaped my resilience and work ethic.
As an entrepreneur, I’ve faced the uncertainties that come with running small businesses—navigating financial risks, staffing challenges, and learning how to sustain growth, all while balancing family life. When we transitioned out of the franchise model and I decided to build my own brand from scratch, it was both exciting and terrifying. There were moments of doubt, financial strain, and plenty of trial and error.
More recently, surviving the pandemic as a small business owner pushed me to adapt quickly, and the recent Eaton Fire, which impacted both my family home and my business, was an emotional and financial setback that I’m still working through. But through every obstacle, I’ve leaned on my family, my faith, and my community, which have helped me keep going and growing.
Appreciate you sharing that. What should we know about Crown Promotions Group Inc.?
At Crown Promotions Group Inc., dba Pasadena Promos, we specialize in bringing brands to life through high-quality promotional products, custom logo apparel, uniforms, and branded merchandise. We work closely with businesses, organizations, and schools to create items that not only represent their brand but help them make lasting impressions through thoughtful and creative marketing solutions. Whether it’s embroidery, screen printing, or unique promotional products, we pride ourselves on delivering exceptional service with attention to detail, fast turnaround times, and a personalized touch.
What sets us apart is the heart behind our work. As a woman-owned, minority-owned business, we understand the power of representation and community. Our clients aren’t just transactions—they’re partnerships. We take the time to understand their needs and goals so we can create products that elevate their brand and help them stand out in a crowded marketplace.
I’m most proud that our brand reflects values of integrity, quality, and community. We’re not just producing items; we’re helping businesses grow, celebrate milestones, and build connections through branding. After leaving the security of working in higher education to start this journey, I wanted to create a business that gave me the flexibility to be present for my young children, and now, years later, I can say I built something meaningful while watching my kids thrive as college students at UC Santa Cruz.
Beyond Pasadena Promos, I also own Bonnie’s Guest House Inc., an adult residential facility serving individuals with mental illness, as well as a lakefront Airbnb in Victorville, giving guests a peaceful retreat. Each of my businesses is rooted in the desire to serve others—whether through care, creativity, or community.
More than anything, I want readers to know that our work is personal. We’re here to support our clients’ success while contributing to the vibrancy of our local economy. We’re proof that with passion, hard work, and a commitment to excellence, small businesses can make a big impact.
We love surprises, fun facts and unexpected stories. Is there something you can share that might surprise us?
Something that might surprise people about me is that, at my core, I’m an educator first. Before becoming a business owner, I spent years working in higher education, and to this day, I continue to teach as an adjunct faculty member. Many people know me as the face behind Pasadena Promos or see me leading successful businesses, but what they may not realize is how deeply passionate I am about helping others learn, grow, and succeed—whether it’s my students, my clients, or fellow entrepreneurs.
Another thing people might not know is that I never set out to become a business owner. Entrepreneurship found me when I was searching for a way to create flexibility in my life so I could be present for my children. What started as a practical solution became a lifelong passion. Today, I manage multiple businesses while also dedicating my time to mentorship and community leadership through my volunteer work. I proudly serve as the President of NLBWA-LA (National Latina Business Women Association – Los Angeles Chapter), am a board member of the Rotary Club of Pasadena, and serve on the board of LARCA (Licensed Adult Residential Care Association). Through these roles, I work to uplift small businesses, empower women, and advocate for mental health and community service.
And what might surprise people the most is that despite all I juggle, I am deeply grounded in family. Every decision I’ve made—whether in my career, my businesses, or my volunteer work—has been guided by the desire to build something meaningful, not just for myself, but for my children and the community that shaped me.
Contact Info:
- Website: https://pasadenapromos.com
- Instagram: pasadenapromos
- Facebook: pasadenapromos
- LinkedIn: Crown Promotions Group
