Our story
From Totonicapán to Brooklyn: a story of hard work, family, and pride in our roots.
In the heart of Brooklyn, Típicos Juanita is a place where tradition, nostalgia, and the familiar flavors of Guatemala come together.
The shop was founded by Rosenda “Juanita” Xuruc, from Totonicapán, and her husband José Yax. They arrived in New York in 2007 in search of new opportunities and began by selling traditional clothing from their apartment.
With hard work, dedication, and faith, they opened their shop on 86th Street around 2019. What began as a small business became a gathering place for many Guatemalan families.
How it began
Today, Típicos Juanita offers huipiles, traditional outfits, sandals, accessories, and familiar foods including pepitoria, chile cobanero, pinol flour, colorful beans, bread from Totonicapán, Chocolate Señorial, and Incaparina. We also ship throughout the United States.
Our purpose is to be a bridge between two worlds.
Whether you visit us in person or online, we want you to feel welcomed by the warmth, joy, and pride of our community.
What moves us
We want to keep close the colors, styles, and memories we grew up with. From Brooklyn, we share a selection that helps our community celebrate its roots and pass them on to new generations.
What you will find here
Roots
A shop proudly connected to our family's Guatemalan story.
Unique pieces
Every piece has its own combination; no two are exactly alike.
Community
A welcoming place to meet, talk, and feel at home.
Care
We help you find something you love and that fits you well.
Color worn with pride
We are inspired by the vivid colors, combinations, and details of clothing that is part of our celebrations, memories, and daily life. Each person makes it their own in a different way.
