How Did It All Start?

Jose A. Custodio, founded La Feria on September 18, 1986. It was one of the first Hispanic businesses located in Plainfield. Jose and his family immigrated to the USA on August 17, 1973. Jose and his wife Julia had many different jobs, which was uncommon for them because Jose was an accountant and his wife was a homemaker in Peru. Julia was a hard worker, and very determined to make a better life for her family. She tried many different ways of making ends meet. Years passed and Julia met a business owner. The business owner sold jewelry and asked her if she would like to sell jewelry for him. She liked the idea, and she knew that by selling jewelry she would receive more income. One day she came home and told Jose that she had made $100 in selling jewelry. At first, Jose didn’t like the idea, but after noticing that it was bringing in a little more income, he started to agree with the idea.

As the small business progressed, he thought of other merchandise to sell and that included electronics, furniture, jewelry, etc. They sold these items door to door through catalogs and mobile displays as well as to their co-workers. The months passed and their little business was a success. Jose has a brother Arturo, who was known in the Plainfield area because he was a DJ. Arturo gave Jose the idea to open a business together. Jose didn’t think it was a bad idea so they began to look for a location. Now they had everything they needed to start the business including merchandise, location and personnel, but they had forgotten that this place needed a name.

Jose decided to have a family gathering to discuss what the store name would be, but had not explained to them why they were coming over. When everyone came Jose told them “The reason why I had this gathering is because I need help in finding a name for the new store.” Everyone came up with ideas, but none were perfect. After hours had passed, Jose finally said “La Feria.” This was the birth of La Feria Services. As time passed, La Feria grew to another location in North Plainfield. With the continual growth, the company has expanded to Georgia and Texas as well.