The business sign of a Mercedes mainstay – Elsy’s Jewelry – had faded over the years along its location on Texas Avenue between Expressway 83 and downtown.

Emma Adame has persevered with the business after the passing of her husband, Alfredo, in recent years. It’s a business they started together in the early 1990s in Mercedes. It’s where the two Matamoros natives chose to open the type of business that was a familiar one in Alfredo’s family. He came from a line of fine jewelers and when Alfredo and Emma started anew in the United States they found a new home in Mid-Valley that fit them well.

“My husband liked the calm and tranquility of Mercedes,’’ Emma said. “It’s a community that has always welcomed and supported us.’’

That support continues to the present with a signage improvement program being provided by the Mercedes Economic Development Corporation. The program is focused on assisting small businesses in the city. Eligible businesses like Elsy’s that apply and gain approval are reimbursed 100 percent for project costs, up to $4500 for signage improvements.

For Emma Adame, the new black lettering saying “Elsy’s Jewelry’’ in cursive writing against a light gray background is giving her family business a boost her customers are noticing.

“An aspect of your business changes,’’ she said of the new signage. “I have customers coming in and giving me very positive feedback. It turned out so well.’’

Honoring Husband’s Legacy

The stories of the Adames is a classic immigrant story featuring entrepreneurship and hard work.

Emma and her husband started out in 1993 in Mercedes with their jewelry business. They also ventured out to busy flea markets to raise the profile of their new business.

“You have to go out and look for business,’’ she said.

Adame has maintained a consistent presence at a large flea market in Alamo while continuing to base Elsy’s in Mercedes. She is often called “Senora Elsy’’ even if the name comes from a beloved relative on her husband’s side of the family. Emma takes those references in stride and sees it as another way to honor her late husband’s legacy. Keeping the business going was important to her in not only a homage to Alfredo, but to help deal with the grief and loss of her husband and business partner.

“We all need to look for things that will keep us active,’’ Emma said. “My husband took a lot of pride in our business. Improving the appearance of the business is something he wanted and now we’ve done it.’’

Queen City Shines

Adame sees the EDC’s signage improvement program as an important element in the growth Mercedes is seeing.

She says the program helps not only the recipient businesses, but the community as a whole in giving Mercedes a cleaner and fresher look. It’s the sort of improvements Adame says is helping to bring Mercedes back to more prosperous times.

“Mercedes was called the Queen City and what is happening today is bringing it back,’’ she said. “Why did the Queen turn off? Let’s see the Queen City shine again.’’

Adame expressed her gratitude to the EDC and the city for the grant improving the exterior look of her business and the $3,500 reimbursement she received for signage improvements. It’s the type of investment, she said, that can be difficult for a small business to make.

For more information about the signage improvement program, call the EDC staff at 956-565-2230, with its offices located at 320 S. Ohio in Mercedes.

• Ric Cavazos