Foto Esmeralda: Father and son photographers Demetrio and José Cruz Padilla

A one line comment by Fernando Parra on a Facebook post with an image signed “Foto Esmeralda” caused me to stop dead in my tracks. Foto Esmeralda was one of the three or four most prolific Chapala-based postcard publishers of the twentieth century. Yet, prior to Parra’s comment, I had unquestioningly accepted a claim made elsewhere that Foto Esmeralda was the studio name for the photographer Jesús González Miranda.

Photo by José Cruz Padilla Sánchez. Date unknown. (1950s?)

However, according to Fernando Parra, the person responsible for photos signed Foto Esmeralda was his late uncle, José Cruz Padilla Sánchez. It is unclear when, or how, the mistaken claim about Jesús González originated, but Parra is absolutely correct that he has no connection to Foto Esmeralda photographs. Even so, it is not quite so simple: it turns out that only some of the photos signed Foto Esmeralda were taken by José Cruz Padilla Sánchez (1933-2005), while others were taken by José Cruz’s father, Demetrio Padilla López (1899-1989).

Demetrio Padilla López and his wife, María Guadalupe Sánchez García, were living in Guadalajara, when José Cruz was born on 3 May 1933. Demetrio, originally from Tonaya, Jalisco, later became a professional photographer, and, according to his granddaughter, one of the first photographers to ply his trade in the late 1930s in Guadalajara’s newly opened Parque Agua Azul.

Recognizing the potential tourist market for photographs at Lake Chapala, Demetrio began to make regular weekly visits to Chapala. José Cruz was eight years of age when he first accompanied his father to the lakeside town in 1941, and did so often thereafter. Demetrio made a simple camera for his son, who, after completing four years of primary education, began to help his father take and develop photographs.

Lakefront bars. Photo by Demetrio Padilla López. 1958.

In about 1950, José Cruz’s parents moved to Chapala. They lived in a rented home at Calle Juárez #599, where Demetrio established Foto Esmeralda. The photo studio, used by both Demetrio and José Cruz, remained in operation for roughly 40 years, until the early-1990s.

Not long after moving to Chapala, José Cruz married Consuelo Urzua Beltrán there on 5 July 1951. Tragically, Consuelo died suddenly only seven years later, in 1958. The couple’s two young children went to live with their maternal grandparents at Manzanillo #479 in Chapala. Four years later, in 1962, José Cruz married Mercedes Reyes Aparicio, by whom he had 13 children.

Photo by Demetrio Padilla López. Date illegible. (1958?)

In addition to studio photographic work such as formal portraits, Demetrio and José Cruz produced and sold postcards from shortly after their move to Chapala. José Cruz was helped in the studio by a sister, and later by his children, especially his daughter Luz.

From the mid-1950s on, José Cruz supplemented the family income by spending several months many years working as a seasonal laborer in Canada and the U.S. The earliest U.S. social security record of him is from January 1962; the records show that he used several slightly different variants of his name over the years, including José Cruz Padilla, Jcruz Padilla and J-Cruz Padilla. Among other temporary jobs, he picked grapes in California.

Regular trips to the U.S. did not prevent José Cruz from being active in local Chapala politics. For instance, in 1967, Padilla represented the “Sindicato Marinero” in a display advertisement supporting Luis Cuevas Pimienta as a candidate for State Diputado. By 1982, after several years of living full time in Chapala, José Cruz was named a Regidor for PRI in Chapala, and he attended the Grito the following year in that capacity.

José Cruz died in Chapala on 13 February 2005. QEPD.

Photo by Demetrio Padilla López. Date unknown.

Foto Esmeralda black and white postcards range, in terms of date, from the mid-1940s to the late 1960s; only a very small number (mainly those showing special events) include precise dates. Because Demetrio and his son both used the studio over such a long period of time, the definitive attribution of particular images to one or the other of the two photographers is fraught with difficulty.

In addition to postcard views, José Cruz also took studio portraits for birthdays and special occasions, and attended parties and events. Many of these studio portraits were taken in front of a beautiful hand-painted backdrop depicting an imaginary, idealized Mediterranean-looking landscape. With the help of family members, he did all the developing and printing out of his own dark room, and finished prints were available before guests left their party. José Cruz strongly preferred to work with the available light, and rarely, if ever, used a flash.

Postcards were displayed and sold on the pier and waterfront in Chapala by family members, with the assistance of local youngsters, who were given a commission for sales to tourists.

When color photography became more accessible, José Cruz added some full color postcards to his portfolio. Developed and printed in Guadalajara, they included several of racing yachts in action on the lake, probably taken around the time the World Flying Dutchman Championships were held at Chapala in 1971. The address given on the reverse of these cards was Manzanillo #479, Chapala (the home where his children were raised by their maternal grandparents).

“Veleros en Chapala” (Chapala sailboats). Postcard. José Cruz Padilla Sánchez. c. 1970.

The advent of relatively inexpensive color photographs initially reduced the appeal of “old-fashioned” black and white images, though, interestingly, many people subsequently reversed their preference, because they decided that monochrome prints were more characterful.

Reliance on having developing and printing done in Guadalajara inevitably led to some issues of quality control, and in some cases, the outright theft of negatives and their unauthorized reproduction. José Cruz’s eldest daughter, Luz Padilla Urzua, recalls how films were sometimes “lost” in Guadalajara, only for prints of photographs taken by her father to show up for sale in street markets and flea markets.

She also shared her belief that her grandfather, Demetrio, had been responsible for introducing Jesús González Miranda to photography, so perhaps there is a link, albeit it a very tenuous one, between González and Foto Esmeralda after all!

Note: The lengthy family tradition begun by Demetrio, and carried on by José Cruz, continues to this day. Two of José Cruz’s children—Adriana and Octavio Padilla Reyes—supplement their work in Chapala as itinerant photographers with private commissions.

Appreciation

My sincere thanks to Fernando Parra for first alerting me to the true authorship of Foto Esmeralda images, and to José Cruz Padilla’s daughter, Luz Padilla Urzua, for explaining details of her father’s life and work to my ever-reliable research assistant, Maricruz Ibarra. Thanks, too, to Dr R B Brown for his generous donation of several Esmeralda postcards.

Three additional Foto Esmeralda images are included in Lake Chapala: A Postcard History, which shares the incredible story of how Lake Chapala became an international tourist and retirement center.

Sources

• El Informador: 18 Oct 1967; 19 Sep 1983.

Tony Burton

Tony Burton’s books include “Lake Chapala: A Postcard History” (2022), “Foreign Footprints in Ajijic” (2022), “If Walls Could Talk: Chapala’s historic buildings and their former occupants” (2020), (available in translation as “Si Las Paredes Hablaran”), “Mexican Kaleidoscope” (2016), and “Lake Chapala Through the Ages” (2008).

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