Fishman bought the corner shop, hoping to open up Cinderella\u2019s second location in the city.\u00a0<\/p>\n
\u201cThe building is very attractive, and there aren\u2019t very many mixed-use buildings\u201d on the market, Mike Fishman told Mission Local<\/a> in October 2018. The building also houses three apartments and two other businesses, Texis Jewelry and Gemini Barber, which have been there since Fishman bought the property.\u00a0<\/p>\n Fishman said in 2018 that he did not plan to raise the rents on the businesses. Both remain on-site in 2026.\u00a0<\/p>\n Cinderella\u2019s route to opening was long, drawn out by both the pandemic and neighborhood activists.\u00a0<\/p>\n The bakery faced early opposition<\/a> from neighborhood groups, who called for a boycott of the business and demanded the space be made available for La Victoria to return \u2014\u00a0even though the business had closed, after years of decline and struggle. Jaime Maldonado, who took over the family business and was the master tenant of the building, in October 2018 evicted its own subtenants, arguing it was a necessary move to settle a lawsuit with his stepmother<\/a>, Susan Maldonado. Laura Hernandez, an employee of 12 years at the bakery, later opened<\/a> La Victoria SF at 3249 24th St., at Capp Street, in 2019. It is still there.\u00a0\u00a0<\/p>\n One of the loudest voices in 2018 against Cinderella was Calle 24\u2019s then-president, Erick Arguello.<\/p>\n In an interview in May 2025<\/a>, however, Arguello said he didn\u2019t want to look back, and instead welcomed Cinderella to the corridor.<\/p>\n \u201cI just want to look forward. Everything is fine. \u2026 The important thing is that they\u2019ve integrated into the community,\u201d said Arguello at the time.\u00a0<\/p>\n Fishman told Mission Local in April 2025 that Cinderella\u2019s opening had also been delayed for years by the pandemic and by the fact that, at the time, banks would not lend him money.<\/p>\n Cinderella\u2019s opening in the Calle 24 Latino Cultural District required the business to adhere to several conditions<\/a>, such as sourcing ingredients locally and featuring local artwork, to \u201cpreserve the prevailing neighborhood character,\u201d according to the city planning code<\/a>.\u00a0<\/p>\n Cinderella commissioned a mural from Precita Eyes<\/a> that was completed in November last year.<\/p>\n![\"A](\"https:\/\/www.newsbeep.com\/us-ca\/wp-content\/uploads\/2026\/08\/IMG_0134-852x640.jpg\")
The \u201cViva Victoria\u201d mural commissioned by the Cinderella Bakery on 24th St. and Alabama St. Photo by Sage Rios Mace.<\/p>\n