Gaby Cueva did not begin with a fixed plan to open Rossina Café. She began with the ambition to create something of her own in the Rio Grande Valley.
In this episode of First Bites, Gaby explains how her experience in social media marketing introduced her to the work happening behind the scenes at food businesses. That perspective eventually grew into Rossina, a café shaped by packaging, design, travel, food, and a clear desire to create a memorable local experience.
Building something in the Valley
Gaby always imagined building a business in the Valley, even before she knew what form it would take. While working in social media marketing, she discovered that she enjoyed the operational and creative sides of food establishments.
She became involved in details such as packaging design and boxes. As people responded to what she was creating, the early pieces of Rossina began to come together.
The process was not only about developing products. It was about learning how brand, food, service, and physical space could become part of the same experience.
“Places that have their own uniqueness, you never forget them.”
Gaby Cueva
Learning alongside the team
When Gaby reflects on the first Rossina location, the most enjoyable memories come from learning as the business grew. Working through new situations created a stronger bond between her and the team.
The original plan was relatively simple: Rossina would be a small place where guests could quickly stop in and out. At the time, Gaby felt there was nothing quite like the concept in the Valley.
As the business developed, Rossina became more than the compact storefront first imagined. Its growth created an opportunity to think more intentionally about how guests should feel when they enter the space.
Designing a place people remember
Travel played an important role in Rossina's visual direction. Gaby drew inspiration from places she had visited, especially businesses with a distinct identity.
Her observation was straightforward: places with their own character are difficult to forget. She wanted to bring that same feeling to her community and create a café experience that felt specific to Rossina rather than interchangeable with anywhere else.
That idea connects Rossina's interior, branding, packaging, and menu. Each part helps make the visit recognizable and memorable.
What to order at Rossina
For someone visiting Rossina for the first time, Gaby recommends the viral Caesar salad croissant. The combination reflects the café's interest in making familiar food feel distinctive and shareable.
It is also the item she chooses without hesitation in the episode: “It's super good. I recommend it.”
Becoming a Valley staple
Gaby hopes Rossina will become a staple in the Rio Grande Valley. At 28 when the episode was filmed, she was already able to look back at the business's growth while continuing to imagine what it could become.
Her goal extends beyond Rossina itself. She wants its story to encourage other people to create something of their own and to know that local entrepreneurs can support one another.
