When Las Cruces resident Silvia Terrazas looked for videos to rent in Spanish, she found none so she created a store to fill that need. In 2000, she obtained financing to open Video Exitos, where she placed a freezer filled with ice cream and the Mexican-style popsicles known as paletas. 

Terrazas noticed the ice cream treats were popular and she decided to learn how to make her own Michoacan-style ice cream and paletas, venturing to the Mexican state of Michoacan to attend an ice cream-making course. She learned how to incorporate the state’s fresh fruit into popsicles and ice cream.

In 2005, Terrazas was ready to expand her business. She went to the nonprofit lender, The Loan Fund, for a loan to construct a building for her new ice cream and treat shop, Paleteria La Reyna Michoacana where she could also sell pinatas, candy, and other Mexican specialty items.