Paper Tacos Net Worth 2025: How One Latino Designer Turned $2,500 Into a $250K-a-Year Business Backed by Mark Cuban

When Jesús Ruvalcaba couldn’t find a birthday card that captured the vibrant spirit of his Mexican-American heritage for his mom, he took matters into his own hands and crafted one himself. This small, heartfelt gesture sparked a vision that would grow into Paper Tacos, a greeting card company celebrating the humor, warmth, and traditions of Latino culture.

Frustrated by the generic, often poorly translated “Latino” cards flooding the market, Jesús saw an opportunity to create something authentic-cards that spoke the language of his community, from playful phrases like “Sana, sana colita de rana” to nostalgic nods to traditions like the “mordida” cake smash.

What began as a personal project in 2017 has blossomed into a culturally resonant brand, backed by a Shark Tank deal and a mission to bring Latino joy to every celebration.

From Farm Town to Founder

Born in the agricultural heartland of Castroville, California, Jesús Ruvalcaba grew up surrounded by lettuce fields and Latino traditions. He’s the son of farmworkers and the first in his family to graduate college. After earning his degree in design, Jesús pursued a tech career.

But something kept tugging at him, he noticed that most “Latino” greeting cards were just English cards translated into Spanish. That’s not what his culture sounded like.

So in 2017, Jesús launched Paper Tacos with just $2,500 of his own money. His goal? Celebrate Mexican and broader Latino traditions with humor, love, and authenticity. Cards that say things like “Sana, sana colita de rana” or feature the infamous “mordida” cake smash are just some of the deeply relatable moments the brand taps into.

The Shark Tank Moment

In April 2025, Jesús walked into Shark Tank asking for $120,000 in exchange for 10% of Paper Tacos. The Sharks were intrigued by his story and especially the market.

Some, like Barbara Corcoran, thought the greeting card industry was fading. Kevin O’Leary couldn’t invest because he already backed LovePop. But Jesús held his own, showing that the U.S. card industry still generates over $7 billion annually.

His numbers were promising too:

• $13K revenue in 2022
• $68K in 2023
• Projected $188K for full 2024

Most of the revenue (90%) came from wholesale deals with 190 boutiques and grocery chains like El Super and Vallarta.

Guest Shark Daniel Lubetzky offered $120K for 35%, later dropping to 30%. Jesús countered at 25%.

Then came Mark Cuban.

Initially hesitant, Mark changed his mind when Jesús revealed he’d landed a 55-store chain partnership in just three months. That showed execution, not just passion. Mark jumped in with $120K for 25% and Jesús accepted on the spot.

RELATED: How Mark Cuban Overcome His Tech Challenges and Became a Billionaire

Life After Shark Tank

Since airing, Paper Tacos has grown to over 200 retail stores and now reaches all 50 U.S. states. New partnerships with Northgate González Market and continued sales through its website have pushed its visibility even further.

Sales for 2025 are projected to reach $250,000, and the team has begun printing in-house with a digital press. With 228 card designs, they’ve also explored expanding product lines.

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So, What’s the Net Worth in 2025?

While some blogs float an estimated $772,000 net worth, the only confirmed valuation comes from Shark Tank itself. Mark Cuban’s $120K for 25% stakes Paper Tacos at $480,000 in early 2025.

Given the steady growth and projected $250K in revenue this year, an updated valuation could be higher, though exact figures are unavailable without access to full financials.

What’s Next for Paper Tacos?

Jesús’s long-term vision includes potentially launching a publishing and licensing arm for other Latino creatives. He calls Paper Tacos “a celebration of culture and connection,” and plans to expand into more grocery chains in Texas and California.

If Hallmark has the mainstream, Paper Tacos owns the heart.

Whether or not the business ever becomes a multi-million-dollar empire, it’s already one of the most culturally impactful brands to walk through the Shark Tank doors.