Currently in its 16th season, Shark Tank is an American reality show institution. According to USTVDB, it’s the 10th most popular show on ABC and 40th overall on TV, watched by 2,788,000 people on March 21, 2025. Shark Tank has also received additional air time on CNBC since December 2013.
To date, the most successful brand to arise from Shark Tank, saleswise, is Bombas. For every sock or T-shirt purchase, one is donated. Lifetime sales have reached $1.3 billion. In regards to the stationery space, the most prominent brand to appear is Lovepop, who appeared in Season 7, Episode 11, first airing December 11th, 2015. Founders Wombi Rose and John Wise appeared, and Kevin O’Leary invested $300,000 for a 15% stake in the company. This source cites that in the month following its appearance, Lovepop reached over $1.2 million in revenue. Using strategic investments, Lovepop raised $22.5 million by 2019 to expand into physical retail locations and scale production.
I am so heartened to see that a decade later, this Friday night, another stationery brand is jumping in! In a huge sea of small paper brands, Paper Tacos definitely stands out in its fresh approach to the category. As owner Owner & Chief Creative Officer Jesús Ruvalcaba explains, while he is orgullosamente Mexicano (that is, proudly Mexican), he wanted to be sure each Paper Taco greeting card connects emotionally and authentically with all Latinos en la comunidad Hispana (which, in the US, encompasses individuals of Mexican, Puerto Rican, Cuban, Salvadoran, Dominican, Guatemalan, Colombian, Honduran, Ecuadorian, Peruvian, Venezuelan, and Nicaraguan origin, as well as those of other Spanish or Portuguese-speaking cultures or origins from Latin America).
According to the census bureau, as of 2023, the Latino population is 65.2 million, representing 19.5% of the total U.S. population, making it the nation’s largest racial or ethnic minority. With those numbers, it’s not too surprising the Sharks wanted to learn more about and possibly invest in Jesús’ operation.
Paper Tacos actually began (like a lot of other card brands) when Jesús couldn’t find the right birthday card for his mom … so he created it himself. “Paper Tacos is a celebration of culture and connection,” he described. “We make greeting cards that reflect the traditions, humor, and everyday moments of Latino life — like big family barbecues, or calling your mom ‘Ama.’ If you’ve ever wanted to see your culture reflected in something as simple (and meaningful) as a greeting card — Paper Tacos is for you.”
Jesús was gracious enough to take a few questions from me in the lead-up to his TV debut!
SS: Tell me about the application and acceptance process to be on this show?
JR: I went through the online casting process rather than attending one of the in-person auditions — mainly because I’m not near any of their cities. The application is open to anyone, and you can apply now at abc.com/shows/shark-tank/apply.
From application to taping, it took nearly six months. While I can’t dive into the full details of the selection process due to confidentiality, I can say it required serious patience, lots of documentation, and more waiting. The process was thorough, professional, and — at times — nerve-wracking.
SS: What set your application apart?
JR: I can’t say for certain, but I believe it was the mission behind Paper Tacos. I design culturally-relevant greeting cards for a rapidly growing but underserved audience: the U.S. Latino market. With over 62 million Latinos in the U.S., our stories matter—and they’re rarely seen on store shelves or TV screens.
Paper Tacos speaks directly to our culture, humor, and heart in a way that’s bold, funny, and full of love. I think the Sharks appreciated the originality and the market potential of a brand that authentically celebrates Latino identity.
SS: What is next for Paper Tacos?
JR: We’re growing! I’m currently working on expanding our rack program into grocery chains throughout Texas and California — places where our customers already shop. I’m also launching a publishing and licensing initiative focused on Latino creatives. There’s so much untapped talent in our community, and I want Paper Tacos to be a platform for those voices.
In July, I’ll be at *Noted: The Greeting Card Expo in Las Vegas. It’s a chance to connect with buyers, retailers, and fellow creatives — and to keep building momentum post-Shark Tank.
SS: Looking back, what is your most memorable moment from the experience?
JR: Honestly? Getting my numbers in order. Preparing for the show forced me to step fully into the role of CEO. I had to know my margins, my growth plan, my ideal wholesale terms — you name it. That pressure became clarity, and that clarity gave me the confidence to pitch Paper Tacos to anyone, Sharks or not.
SS: Did you end up with a deal?
JR: Ah, you’ll have to tune in! 😅 Let’s just say… it’s one you won’t want to miss.
Oooh! That sounds intriguing. Tune in this Friday, April 4, 2025, at 8pm ET/PT on ABC. I’d wish Jesús luck, but clearly it’s pre-recorded — though to this paper nerd, this rivals the The White Lotus season finale (airing Sunday night on HBO) in terms of suspense! Meanwhile, if you haven’t checked out this mighty range, start your card shop here.
