For many This ideal was no more than a pipe dream, but for Domingo Velasco Alonso, a young Spaniard of incredible dynamism, the American myth became an exciting reality.

[1] In 1908 he moved to the city of Arecibo and began working with a company of wholesalers and retailers named "La Puertorriqueña" owned by successors of Lezcano y Co.

The commercial success was of such magnitude that Velasco, barely 40 years old, retired from his business in 1931, remaining a limited partner and moved to Spain with his family.

Hundreds of ladies attended the opening of the new business, being presented with samples of perfumes, cosmetics and other articles by different commercial houses that sent their representatives to show off the event.

The new store would fill the housewife's need to buy good quality merchandise at nationally established prices by recognized factories and lines.

It had 20 functionally and tastefully distributed departments that gave the store an impression of spaciousness while displaying the merchandise in full view of the shopper.

Also from Arecibo was the local decorator, Edna Rozas Mera, who chose a color scheme of different shades of golden yellow, highlighting touches of orange and white.

The establishment, was full of customers and visitors, until around noon of that day when there was a short circuit in the electrical system that frightened much of the public and abandoned the store.

[6] On September 12, 1968, with a loan of $600,000 from the Banco Gubernamental de Fomento, with a participation of $300,000 from the First National City Bank to finance the project, a new store would inaugurate at the Plaza Las Américas shopping mall in San Juan.

[9] In the February to March, 1969, edition of URBE magazine the Plaza las Américas Velasco store would win an award for Interior Design.

The men's department would occupy a substantial part of the store with a wide selection of clothing where all Velasco customers could enjoy a special environment for their purchases.

[12] On August 25, 1981, the management of the Plaza Carolina shopping mall, located about 12 miles east of San Juan, announced the closure of its Velasco store, the at the time largest luxury goods establishment on the Island.

The store was located in an area where families of moderate means primarily resided, and some speculated that its high prices were not compatible with their economic situation.

[14] On February 19, 1986, a sea of cars parked in front of the Velasco store in Plaza Las Américas, on that Wednesday night, all which arrived from the Express of the same name.

The presence of Paloma Picasso in Puerto Rico had by force to attract around 400 people eager to see the figure of this European celebrity like a magnet at the Velasco store.

[16] On October 3, 1989, it was reported that Velasco was to introduce the exclusive line of men's suits Gieves & Hawkes in their stores, who were the tailors by Royal Decree of the Prince of Wales.

During some years the company expanded and modernized and consisted the time of 13 department stores in the Northwestern part of the Island, including the metropolitan area of San Juan.

[25] On August 5, 1981, it was reported that B&B (Bonito y Barato) dedicated to the sale of retail items, had appointed Ulises Cadilla & Asociados Inc. as its advertising agency.