Me Vale Creations: Conchas, Chanclas, y Cultura

(This article was written by Beth Marie Cantu Ensign and was featured in the January 2026 issue of Explore Harlingen Magazine.)

Photo courtesy of Me Vale Creations

For Sarah Lee Soria, art has not been just about aesthetics — it is about survival, memory, and shared cultural experiences.

Her business, Me Vale Creations, is instantly recognizable across the Rio Grande Valley (RGV). The recuerdos woven into her work resonate with many Chicano millennials who feel her designs were lifted straight from Mama’s cocina or Welita’s living room. Behind the humor and nostalgia, however, is a story rooted in resilience.

Nearly a decade ago, Sarah and her husband were laid off. Bills piled up, and stability felt out of reach. Around the same time, her grandmother died, leaving behind arts and crafts supplies that would unknowingly become the foundation of a new business.

“I remember I sat there and I wanted to sculpt, and I said, ‘Well, my kids love pan dulce,’” Sarah said.

She sculpted a concha and posted it on Facebook. The response was immediate.

Photo courtesy of Me Vale Creations

“My friends hyped it up. They shared it. Orders started coming in, and then that money got used for more orders,” Sarah said.

From there, Me Vale Creations grew organically and eventually expanded into a full online storefront. What began as a necessity became momentum. Etsy orders poured in, followed by a standalone website and an expanding product line that includes air fresheners, drink cozies, blankets, pins, stickers, candles, and more.

During COVID-19, growth was explosive. That rapid growth, she said, led to burnout. Still, she takes pride in seeing culturally rooted items now created by other artists.

Photo courtesy of Me Vale Creations

“You go to Etsy, you type in ‘concha keychain,’ and you’ll see more than 50 people making them now,” she said. “And it’s good, because it’s inspiring. That means our cultura is spreading everywhere.”

Currently, Me Vale Creations is temporarily housed at the Antique Emporium located at 123 E. Jackson, offering shoppers a chance to see Sarah’s work up close while she plans the next phase of her business. That same perseverance shows up in the name of the business itself. “Me vale” means much more than “I don’t care”— it’s a mindset shaped by grit and determination.

“[Me vale] means we’re nonstop grinders,” Sarah said. “As Mexicanos, we don’t care — not in a rude way — we just keep grinding. We’ve got to wake up and go to work tomorrow. We don’t have time for [drama].”

Inspired by the uniqueness of RGV culture, Sarah’s designs are relatable and recognizable, with food serving as her central source of inspiration.

“The food — that’s the soul of the RGV,” she said.

Sarah’s art also brings to life familiar sayings like “Ponte Vicks” and “Hay comida en la casa,” while also celebrating iconic moments—like the ever-feared flying chancla—using humor to connect generations.

Children recognizing the designs, parents laughing at the references, and repeat customers bringing friends all reinforce why Sarah continues her hustle. “That means the tradition is getting passed down,” she said. “That’s what we’re supposed to do.”

Photo courtesy of Me Vale Creations

After a period of creative block and personal change, including welcoming her youngest child, Sarah is intentionally slowing down and returning to what made Me Vale Creations special: handmade work rooted in Valley pride.

“I want to stop the manufactured stuff and continue with only the handmade stuff,” she said. “That’s something other businesses can’t replicate. I want to be able to put a stamp that says ‘Made in the RGV.’ That way, I’m RGV proud.”

Me Vale Creations is built around shared experiences within a community, and Sarah is clear about who kept her going through her lowest moments.

“My customers motivate me. They’ve never given up on me,” she said. “If it wasn’t for their support, especially at my lowest, I wouldn’t continue doing what I’m doing.”

In every concha and familiar phrase, Sarah Lee Soria preserves the moments that connect generations of Chicanos across the RGV. Me Vale Creations isn’t just about what we carry on our keychains—it’s about the memories we carry with us, long after the moment has passed.