The story behind Primos Dallas...

Primos comes from my experience in navigating life as a Texicana from Pleasant Grove and from my experience with students as an educator. In the last few years, I’ve gained a mentor; she really pushes me and forces me to evaluate my decisions. I now look back and think what decisions I would’ve made differently as teenager had I had a mentor at a younger age.

In the last few years, I’ve also gained a mentee. Our relationship has forced me to think about how I can impact students beyond the classroom. Young people need someone that can push them, connect with them, and guide them. I want to create an opportunity for others to form authentic mentor relationships. I’ve gained so much from my experience!

-Alicia Serrato
Founder, Primos Dallas
Established June 2018


Alicia Serrato discusses her mentorship with a former student

Special thanks to Adrian Neely for creating this video!

Meet Our Founding Board Members

We want to give these kids a chance.

Sometimes you just need that extra push.

We have to take care of our community. 

We are putting family into practice. 

We know the tools for success and should pass them on to the next generation.

Think about how your life would be different if someone had given you a hand?

Mentors are an extension of family.

-Primos Dallas Founding Board Members

Alicia Serrato

Alicia Serrato

Founder and President
Profession: Educator with DISD
Passion: Equity in education

First Job: I worked making cold calls to ask for donations in the back of a thrift store.  I made $5.85 an hour and my first check was $95.  I felt like such a baller!

If you could share a meal with any 2 individuals, living or dead, who would they be?

  • My father and my grandfather.  My dad passed away when I was 17 and I’d love nothing more than to eat and catch up with him!  My grandfather had the best stories and the biggest heart.  I’d love hear his voice again!

What’s your favorite holiday?

  • Oh my goodness Christmas!!  The lights, trees, songs, and the feel of Christmas remind me of when I was a little girl.
Diana Herrera

Diana Herrera

Vice President
Profession: Advertising  
Passion: Travel & Innovation

First Job: I worked at a fruteria in the Westmoreland Bazaar. I prepared the food, worked the register and did clean up. My knife skills are pretty on point thanks to this job.

What did you want to be when you were a kid?

  • Marine Biologist. I wanted to live at the beach and hangout with sea animals all day.

What is your favorite childhood memory?


  • Going on adventures/getting into trouble with my cousins during the summer in Mexico. My mom would take us every year since we didn’t have any relatives in the U.S. She wanted to ensure we were close to our family even though we were far away most of the time.
José Torres

José Torres

Profession: Real Estate Finance 
Passion: Learning & Teaching

First Job: I was a bookseller at B. Dalton Bookstore at Town East Mall. 

If you could live anywhere, where would it be?

  • London.  The city is incredible.  I encourage anyone and everyone who has a chance to travel to visit this amazing city!

If you could go back in time, what year would you travel to?


  • 2001.  I would tell myself to apply to many colleges and dream big.  I only applied to UT-Austin and UT-Dallas and while I have no regrets of attending UT-Dallas (Go COMETS!), I still wonder if I could have gone to a larger college.
Alan Gudiel

Alan Gudiel

Profession: Software Consultant 
Passion: Technology & Sports

First Job:  Maintenance and Lawn Care for CG Homes and Properties

If you could live anywhere, where would it be? 

  • On an insland in the Caribbean Sea. The clear blue water and white sandy beaches are the best I have ever seen or experienced.

What did you want to be when you were a kid? 


  • Professional soccer player at FC Barcelona
Eli Gonzalez

Eli Gonzalez

Volunteer Management
Profession: Accounts Receivable
Passion: Reading and community service

First Job: My first job was working at a small shoe store in Oak Cliff. While working there I learned that no matter our differences, we all enjoy slipping into a new pair of shoes.

What motivates you to work hard?

  • I want to be the best person I can and want to give back to my community.  Having seen my parents’ work hard to give us a loving and safe home encouraged me to do the same for my family.

What is your favorite childhood memory?

  • Going fishing with my dad for the first time. It was so important to me because my dad worked a lot and I didn’t get to see him often or spend one on one time with him. I will always hold that memory dear to my heart.
Sergio Gonzales

Sergio Gonzales

Community Relations
Profession: Software Account Manager 
Passion: Helping people be better. I believe in people who don’t believe in themselves.

First Job: Lucas Pizza. I did everything but make the pizza. I would reheat pizzas, clean, tend the register and restock the fridge.

Who is your hero?

  • My mom. Over the years, I have come to truly appreciate her hard work and dedication to her family and career. In a time when Latinos in corporate America were very low, my mother was able to work for the largest telecom company (AT&T) and successfully move up the ladder to a managerial position as regional director. 

What did you want to be when you were a kid?


  • I wanted to be a violinist solo artist for the Boston Symphony. 
Clara Torres

Clara Torres

Education & Training
Profession: Real Estate
Passion: Altruism – the best possible outcome for all in all situations

First Job: I worked as a pharmacy clerk for Eckerd’s Pharmacy.  I started out running the register, but eventually became the pharmacy technician team lead.  

If you could live anywhere, where would it be?

  • On an island off the Amazon River. I had the pleasure of visiting the Amazon Rainforest in Manaus, Brazil and I saw families living on small islands with their own farms. It seemed like the most peaceful place, especially at night with an amazing view of the stars. 

What motivates you to work hard?

  • The ability to help my family and others. I learned very young from my mother that we should always help others in any way we can.  
Jesus Serrato

Jesus Serrato

Education & Training
Profession: Montessori Teacher  

Passion: Family and sneakers

First Job: In 7th grade I got my first job cleaning a bakery with my childhood friend. I didn’t love cleaning the bakery, but I took pride in my job and showed up every weekend. 

What would you do if you won the lottery?

  • I would pay off debt and continue teaching part-time. I love my job so millions of dollars wouldn’t make me retire. Teaching part-time would allow me to spend more time with my family. I’d also love to travel the world so my children can experience different cultures.  

What is your favorite childhood memory?

  • Visiting my grandmother every evening when I lived in Mexico. I would go home after school, eat, do homework, and then go spend time with my Ma Cris (Cristina).