Cristina Martinez founded Very That in 2013, creating fun homewares, accessories and gifts that celebrate San Antonio Latina culture.
From coffee mugs emblazoned with “Support local chismosas” and tumblers designed to resemble Aqua Net hairspray cans to coasters featuring images of Bad Bunny and Juan Gabriel, kitchenwares have long been a part of Martinez’s self-dubbed “one-stop Chicana shop.”
We caught up the Saytown entrepreneur to talk about her journey to find herself and found that embracing her identity led to a popular thriving business with an online presence and a storefront at mercado-inspired South Side space Pica Pica Market, 910 SE Military Drive.
Are you from San Antonio?
Born and raised on the South Side.
Why “Very That”?
Very That came from a place of pride. Very That is derived from a queer term. I had a best friend who was a drag queen here and “very that” was a term around drag bars at the time. It also represents pride in my Latina culture. There was a time where you couldn’t find anything Spanglish anywhere in terms of apparel and gifts. So, Very That stemmed from a pure love of pure Chicana and pride.
What convinced you to open Very That?
I officially started in 2013. My mom being diagnosed with cancer inspired me to actually go through with my dream and give it my all. Years later my wife — her nickname is Peaches — would be diagnosed with cancer. The two women that have been most important in my soul have been impacted by the ugliest word in the dictionary. But I truly believe you have to find the beauty in life through the pain. Now my mom and Peaches have recovered, and Very That is thriving.
What was your coming-out journey like?
It’s interesting where we find ourselves with the city and the Spurs. All eyes are on San Antonio right now. I don’t live far from Southwest Military Drive. Our city isn’t just beautiful when we’re winning, it’s quiet moments. It was the same feeling with my coming-out journey. With my own coming out, I came out late. I was so afraid to be who I am for the longest time. Coming out was the hardest thing I’ve ever had to do, but I rebuilt myself from the shattered pieces of who I once was, and I’m stronger than ever before. It’s why I resonate with San Antonio so much. Our city is so complex, and that’s the beauty of it.
I write these love letters to the South Side with my Very That [blog]. The beautiful and the ugly. It’s important for us to accept the whole of ourselves, not just when we’re winning.
Did you ever doubt yourself during your business journey, and if so, what helped you bounce back?
I couldn’t forget my why. People can find themselves in my products. There’s still space to reinvent and invent all the aspects of the business when things are slow.
There were definitely a few years where I doubted I could keep going with my business. Then — I opened a storefront in Pica Pica Plaza — if you want authentic San Antonio culture, stop by Pica Pica Plaza! I believe Pica Pica Plaza saved my business and a part of my heart.
I saw Pica Pica post that they had a spot open at their store last year — I responded to the post immediately and had the keys by the end of the day.
What do you love about the South Side?
The South Side is like this beautiful cactus. We’re going to survive in all seasons — the heat, the cold, ice, rain. We are made up of so many beautiful people that are resilient. Here on the South Side and West Side, you have that deep-rooted sense of community and culture that people frequently associate San Antonio with.
Do you ever feel pressured to speak on behalf of the LGBTQ+ community?
I used to feel a bit of pressure to be a voice for the LGBTQ+ community. But then I remembered this old activist saying that said, “My existence is resistance.” Just by living authentically, I’m making a difference. I think just being authentic to who we are is important. Me and my wife Peaches are tías to others in our community. We’re the ones you can rely on. Us just showing up is the radical queer existence. Authenticity is radical.
Was there an “a-ha” moment let you to accept who you were?
When I finally came out to my dad — old school, traditional, super respectful — I felt like I had marbles in my mouth and I had to tell him who I really am. I interrupted his workday — something I’d never do! — and asked him to take a drive with me. I finally told him, and he said, “I always knew. I was waiting for you to tell me.” When he told me that “I’ve always seen you,” I finally said, “I don’t give a fuck what anyone else thinks, my dad sees me.” I think that’s when I stepped into full adulthood. And that was it. I stopped caring about what anyone else thought.
What are some of your favorite LGBTQ+–owned restaurants and bars in town?
Chifladas on the West Side is queer- and woman-owned! RIP to [longtime St. Mary’s Strip restaurant, bar and pandemic casualty] La Botanica. I think we need more queer spaces.
Are there any new products you’re working on right now for Very That?
For years I’ve wanted to produce our own T-shirts. I’m working on a line of new T-shirts and hopefully bringing back some fan favorites. I’ve invested in machines to make our own products. We’re a small-but-mighty team. I’m hoping to have a back-to-school apparel line for students and teachers so they look fly again when school starts.
Is there anything you’d want to tell someone reading this who may be struggling to come out to their loved ones?
Find a mentor. A queer tía or tío, even someone who’s younger than you. Someone to help you walk the path. Someone to walk with you when life is uncertain. I’ve been that to others. and I’ve had people in my life be that for me when I needed it.
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