Mex and the City and photographer Carlos Alvarez Montero present

Iris Avelar, Racial Profiling, NY, La Superior, Mex and the City

Iris left a PR agency in 2007 to open the wildly successful La Superior restaurant in Williamsburg. She and business partner Felipe Mendez plan to build the brand as a Mexican cultural institution abroad. On her own accord, her background in film, video production, and magazine publishing muscles other creative projects like this blog, freelance PR, and a business atelier. She likes the balance between hospitality and media as she says “they are both socially focused and can deliver creative goods which make for good business.

Age: 31
Place of Birth: San Francisco, CA
Occupation/Aspiration: Restaraunteur/Media Maven
Parents: Both are from Guadalajara, Jalisco and now live in the East Bay, California.

When did you move to NYC and why?
New York was closest to Europe without leaving the States.

Which is your neighborhood or where would you be most likely to hang out?
Chinatown/LES. It’s downtown surrounded by all the cool nooks and still feels like a neighborhood.

A New York moment:
At Cafe Select last winter, I was sitting across from Francesco Clemente. It was a fleeting encounter but it's forever in my memory.

What's the best piece of advice a close relative or someone dear to you gave you?
My very wise and patient cousin Waldo would always say "think twice before you speak"'s hard to follow that one, gosh darn it!

What's your favorite drink of choice?
Premium vodka martinis, dry stirred not shaken with olives at Freemans.

A song on your mind right now:
“Non, Je Ne Regrette Rien” by Edith Piaf.

Favorite past time:
Dining with friends at Lil Frankies, Mangiami, Freemans, and of course, La Superior.

Favorite Mexican expression:
My mom's family mantra, "Mas vale malo conocido que un bueno por conocer" "Better the devil you know than the devil you don't".

Which Mexican do you admire and why?
My sister Tanya, she's brilliant she's at UCLA finishing up her double major in architectural studies and design media arts. She designed our logo!

Personal or fun fact about you:
I love silly jokes.

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