VOICES THAT BUILD LOS CABOS | People who have helped shape the destination through creativity, community, and long-term vision.
“True luxury, he believes, lives in the people, their stories, and what a destination chooses to care for.”
Originally from Mexico City and one of eleven siblings, Isidro Sánchez Icaza saw his life take an unexpected turn when his brother Manuel was offered a job in Cancún. There, Manuel identified the potential to open a silver jewelry shop and, after establishing the first location, gradually brought his siblings into the business in different ways. For Isidro, this period became a formative learning experience. He helped with anything that was needed—even cleaning—since he did not speak English and had not completed high school. He recalls it as a time of readjustment, uncertain about the direction his life would take, until one day he watched an artisan crafting jewelry at a small table and thought to himself, “That’s what I want to do.”
Expansion and Consolidation in Los Cabos Years later, the family relocated from Cancún to Los Cabos, again at Manuel’s invitation, nearly 30 years ago. Eventually, the time for independence came, and the siblings opened their own jewelry stores. They began at the Cabo San Lucas market and later opened another shop in San José del Cabo—the first jewelry store in that area, established 28 years ago. Soon, the desire to branch out individually arose among the siblings, and they supported one another so each could open their own business. When it was Isidro’s turn, he launched the jewelry store “Isidro Sánchez Icaza” alongside his youngest brother, Rogelio. He has remained in the exact location for 24 years. Although the original spot at Plaza Teniente Antonio Mijares was not ideal at first, perseverance and hard work allowed them to succeed.
Over time, Rogelio acquired a space next to the Tropicana Hotel, and the two went their separate ways professionally. Isidro then began designing his own jewelry line under the name “Isidro Sánchez.” Through books about the history of San José del Cabo, he grew increasingly enamored with the peninsula and its warm, welcoming people. Later, his marriage to Indira López marked another meaningful chapter in his life.
Involvement in the Historic District Association The initial motivation for collaboration among business owners in the historic center stemmed from the negative impact of the annual street fairs held on the main avenue, where two of Isidro’s brothers had jewelry stores. Alongside other entrepreneurs, they organized to seek solutions and promote more activities in San José del Cabo. Isidro joined out of the need to work collectively and, upon discovering an association led by businesswomen such as Rosa Luz Treviño and Blanca Pedrín, decided to become an active member of the Historic District Association. He acknowledges that while the area has faced challenging seasons, it remains privileged. The association has fought to preserve the community’s identity and roots, which have grown through the integration of people from across Mexico and abroad.
Current Goals and Projects Today, the association’s vision extends beyond the historic center to include surrounding neighborhoods and the hotel zone. Hotels, as primary drivers of tourism, play a key role in promoting activities. Plans are underway for the second edition of a tourist guide and the launch of a website to support promotional efforts.
Part of this initiative includes improving signage, ensuring that each business has signage aligned with its identity, making it easier for both tourists and locals to navigate the area. The activity calendar has also expanded with events such as “Sabores de San José,” featuring more than 40 restaurants offering discounts and special menus every Tuesday, as well as scheduled activities in collaboration with the House of Culture. “Sábados de Tómbola” invite visitors to enjoy prizes and special promotions offered by local businesses.
Preserving Local History and Culture The association works to ensure that the historic center is not seen solely as a tourist destination but as an accessible space for locals, with fair and reasonable pricing. Community involvement is encouraged through celebrations such as Día de Muertos, the honoring of notable figures from San José del Cabo, and the highlighting of the area’s cultural diversity.
In collaboration with the House of Culture and local government, schools and young people are invited to participate in activities and competitions. The local cemetery becomes a focal point for these celebrations, where the stories of those who have contributed to the community are recognized. Under the renewed leadership of Blanca Pedrín, the association has regained momentum after years of inactivity, bringing together merchants and laying new foundations to promote San José del Cabo further.
Challenges and Opportunities One of the association’s current challenges is to enrich the tourist guide and develop a book about San José del Cabo that preserves its roots, iconic buildings, and influential figures through both historical and contemporary photography.
Another major priority is restoring the estuary, which has been affected by invasive water hyacinth and wastewater. Plans include rehabilitation efforts to create a bike path, allow boat rides, and restore native species. Additional challenges include street paving, reforestation of the central plaza with more trees, and securing resources. Members of the Historic District Association work without compensation, driven by their love for the community and their desire to attract more visitors.
The association aims to benefit the entire area by fostering collaboration among jewelers, artisans, restaurants, galleries, and other entrepreneurs—moving beyond outdated notions of competition and rivalry.
Los Cabos Fashion Week and International Exposure Isidro is a member of FDLA (Fashion Designers of Latin America), led by Albania Rosario. Although jewelry was not initially a focal point in fashion events, the platform opened space for jewelry designers. In New York, Isidro presented more than 200 pieces under the brand he founded with his wife, Indira&Isidro.
The first edition of the event was challenging yet successful; the second featured renowned designers such as Benito Santos and Jazz González, attracting both national and international talent. While these events do not always generate immediate sales, they have strengthened the creative community and elevated the visibility of local work. The expectation is to move forward with a third edition, further solidifying Los Cabos’ position as a benchmark for fashion and design.
