Today we’d like to introduce you to Jennifer Toro.
Jennifer, we appreciate you taking the time to share your story with us today. Where does your story begin?
Our journey began with my parents, who immigrated from Central and South America with a strong determination to build a better life. In 1995, they opened a small linen shop on 20th Street (La Veinte y La Veinte) If you know, you know. “Linen USA” became the heart of our family’s livelihood and the foundation of a business that has now been part of Miami’s community for nearly three decades.
As the market evolved, my younger brother Luis and I saw an opportunity to breathe new life into the business. I brought in my background in interior design, and he, a brilliant self-taught mind in finance and logistics, handled operations. That balance became one of our greatest strengths. Together, we made an incredible team- deeply aligned in vision and work ethic. We approached the home decor industry with fresh eyes, yet carried ourselves like seasoned professionals. Whether it was traveling internationally to source products or building new systems from the ground up, we led with innovation, instinct, and drive. Without any external help, just our combined knowledge and the fearlessness our parents instilled in us – we transformed the business into what it is today: Expo Home Decor. A brand that brings affordable luxury to everyday homes. Offering stylish, thoughtfully curated pieces that make it easy for anyone to create a space that feels personal.
When my brother passed away earlier this year, it was an unimaginable loss. But the business remains a living tribute to our vision, our partnership, and our family’s story. Today, I continue to lead Expo Home Decor with the same passion, integrity, and purpose that has guided us from the very beginning. We’re proud to be a place where generations of families have shopped with us, and where our story continues to grow.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Not at all, small family businesses are rarely smooth. First and foremost, taking on an existing, more traditional business and bringing it into the modern, social media-driven world has been one of the biggest challenges. We went from handwritten paper receipts to using inventory management systems and while that was a huge jump, it was absolutely worth the effort. It’s helped us stay organized, track inventory more accurately, and streamline our operations in the long run.
Another big struggle is that, to cut costs, you end up doing everything yourself. In our case, it’s four people handling it all — traveling to source merchandise, managing the logistics of ordering containers from overseas, taking product photos, writing descriptions, listing items on the website, marketing, and physically introducing the new products into our retail space. It’s a constant juggling act trying to decide where to invest – whether to outsource some of the workload or put that money into keeping our merchandise fresh and exciting. More often than not, we choose to take on the extra work ourselves so we can continue offering new and unique products to our customers.
Can you tell our readers more about what you do and what you think sets you apart from others?
At Expo Home, I wear a lot of hats. I’m the buyer, the product photographer, visual merchandiser, and I also handle logistics. While I’m involved in many aspects of the business, my specialty lies in buying. I’ve developed a trained eye over the years for sourcing the right products – pieces that are not only stylish and high quality, but also accessible in price. That’s at the core of what we do at Expo Home: providing quality home décor at prices people can actually afford.
What sets us apart is that we’re hands-on in every step of the process. While many companies hire agents or middlemen to handle sourcing and logistics, we’re not afraid to cross oceans ourselves to find what we need. We travel directly to suppliers, build relationships, and manage everything from sourcing to shipping. That direct connection allows us to cut out the fluff and offer the most competitive prices without sacrificing quality.
I’m most proud of the fact that we’ve been able to maintain that hands-on approach while continuing to grow. It’s a lot of work, but it keeps us grounded and ensures that every item we bring in meets our standards — and our customers notice the difference.
We’d be interested to hear your thoughts on luck and what role, if any, you feel it’s played for you?
Bad luck played a huge role in the origin of our business – but in hindsight, it was a blessing in disguise. My father came to the U.S. and worked as a truck driver for Coca-Cola. He gave six solid years of hard work to that job, and then, out of nowhere, he was let go. No warning, no safety net. With limited schooling and no formal business experience, he made a decision in that moment: he would never work for anyone else again. And he never did.
That moment of loss lit a fire in him – not just to build something for himself, but to create a business that reflected his values: hard work, loyalty, and independence. Watching that unfold had a huge impact on me. It taught me early on that nothing is guaranteed, and if you want stability, sometimes you have to build it yourself.
That mindset trickled down to me in every way. I didn’t just grow up witnessing hustle; I lived it. And now, being part of the business, I carry that same determination. We don’t wait around for luck to strike. We show up, do the work, and make things happen.
You can’t buy this kind of hustle – it’s built over time, through experience, and passed down like a legacy.
Contact Info:
- Website: https://www.expohomedecor.com
- Instagram: https://www.instagram.com/expohomedecor/
- Facebook: https://www.facebook.com/expohomedecor/
- TikTok: https://www.tiktok.com/@expohomedecor
- Other: https://share.google/aDNFjEnXxnO1Fl3pN
