When people talk about growth in Elsa, they often point to new businesses, new neighborhoods, and new investment across the city. But growth also shows up in the everyday places residents rely on — the small businesses that serve their neighbors, support local projects, and help keep the community moving forward.
Express Hardware is one of those businesses.
Located in the heart of Elsa, the locally owned store has become a trusted stop for residents working on everything from home repairs to major building projects. What started as a neighborhood hardware store has grown into a place where customers come not just for supplies, but for advice, service, and a familiar face behind the counter.
For the owners of Express Hardware, Rafael and Mirtha Aguilera, the business represents both opportunity and purpose. “We love working on projects,” Mirtha said. “We always did before the hardware store. We would build fences, dog houses — just whatever we needed to work on.”
That passion for hands-on work made the hardware business a natural fit. Drawing on previous retail experience and strong organizational management, the couple built a business that combines practical knowledge with attentive customer service. “Presentation means everything in retail,” Rafael explained. “How the store looks, how things are organized — all of that matters.” That attention to detail helped shape the store into the welcoming environment customers experience today.
Building momentum
As the business began to grow, the owners quickly realized that the key to success was simple: listen to the people walking through the door. “When I ask customers what they’re working on, they love to talk about their projects,” the owner said. “And that helps us understand what they need.” By focusing on customer feedback, the store steadily expanded its inventory to include the tools, materials, and supplies local residents were actually looking for.
That approach helped Express Hardware build strong relationships with its customers and establish a reputation as a dependable local resource. Over time, those relationships turned into steady growth. “We honestly felt like there was something here,” he said. “There was potential.”
A store the community can be proud of
When Rafael and Mirtha took over the store, they focused on creating a space that reflected the pride residents feel in their community. Their first building — originally constructed in the 1940s — was refreshed and reorganized to improve the shopping experience.
“Just because it’s an older building doesn’t mean it needs to look old,” Rafael said. The transformation took time, but the effort paid off. The updated store layout, improved displays, and expanded inventory helped create a place where residents feel comfortable stopping in for their projects. “Our goal was to make it a store the community could be proud of,” he said.
Support from the City of Elsa and the Elsa Economic Development Corporation also helped the business continue improving the property and growing its operations. “We’re very grateful for that support,” the owner said.
A community-centered business
One of the reasons Express Hardware has grown is the strong connection it has with the community. Customers frequently choose to shop locally rather than travel to larger retailers outside the city.
“We hear it all the time,” the owner said. “Customers tell us they’d rather come here than drive somewhere else.”
For many residents, that convenience — along with personalized service — makes a difference. Express Hardware now serves a wide range of customers, from contractors working on local projects during the week to do-it-yourself homeowners tackling weekend repairs. The store has also become a welcoming place for people who may not traditionally see themselves as hardware store customers.
“I love seeing older folks come in and feel comfortable here,” the owner said. “They know what they’re looking for and they feel comfortable asking questions.”
Some customers travel from neighboring communities after positive experiences at the store. Moments like that are especially meaningful for the owners.
“The best feeling is when someone comes back and says, ‘Hey, remember that thing you helped me with? It worked. Thank you,’” he said. “That’s the rewarding part.”
Small business, big capability
Express Hardware has also demonstrated its ability to serve larger projects in the community. One milestone the owners remember with pride was supplying materials for a major school district painting project.
“It was a big job,” the owner said. “But we were able to handle it and show that even a small store can compete.” Successfully completing that project opened the door to additional opportunities and strengthened the store’s reputation as a reliable supplier. “Maybe we’re a smaller store,” he said, “but we can compete with almost anybody.”
Growing alongside Elsa
Today, Express Hardware continues to expand alongside the City of Elsa. Their newest location, sitting on one of Elsa’s busiest streets, brings new opportunity to expand services and connect with the community they call home.
The business employs several local residents and remains deeply connected to the community it serves. The owners stay active in the store, working directly with customers and ensuring the business maintains the level of service that helped it grow. They have also seen the city itself continue to evolve, with new businesses opening and new neighborhoods developing.
“There’s going to be a need for businesses like ours as Elsa grows,” the owner said. “We want to grow right alongside the city.”
Looking ahead, they hope to expand their product offerings to residents even more options close to home.
A signal of growth
Express Hardware is part of a larger story unfolding across Elsa. Small businesses like this one play an important role in a growing city. They provide jobs, keep dollars circulating in the local economy, and offer services that make everyday life easier for residents. For the owners of Express Hardware, the goal remains simple: serve the community well and continue building something meaningful.
“It’s rewarding,” the owner said. “Helping people and being part of the community — that’s what makes it worthwhile.”
As Elsa continues to grow, businesses like Express Hardware stand as clear signs of the momentum taking shape across the city. And in Elsa, that kind of momentum starts with the people who choose to invest in their hometown.
