"I have nothing against 50 quinceanera shops, but I don't shop there. Many of my friends don't shop there," said Martinez, a fourth-generation Mexican American. "Parents and grandparents may shop there, but young kids are not going to shop there, unless they're immigrants."
The debate has resulted in some testy exchanges.
Sam Romero, 73, owner of St. Teresa's Catholic Gift Shop on 4th Street, said he once cracked to a local paper that one local politician "broke every glass and mirror in the house so he wouldn't have to see a Mexican."
On a recent day, Carol Castillo, 31, an immigrant from Mexico, stood in her family-owned Marlen's Bridal Shop.
She said she was aware that the bridal shops, which also sell dresses for quinceanera coming-of-age celebrations, were used as an example by City Hall.
Three other bridal shops are directly across the street, and there's one next door.
"It's a fact, they want us out of here," Castillo said. "There's a lot of chatter going on. The people pushing this, most of them are Latinos, unfortunately."
Martinez said the city was not looking to push anyone out. She said a compromise could be reached to keep 4th Street a "Latino district" while developing around it.
Like Santa Ana, Baldwin Park is divided between immigrants and the U.S.-born.
Councilwoman Marlen Garcia, said she was tired of pining for the Islands, Chevy's and Jamba Juices of neighboring West Covina.
She still remembers the doomed pitch by the developers who wanted to bring in immigrant-focused stores.
"As soon as they said 'La Curacao,' I said, 'That's it,' " Garcia said. "We're not against our culture, nothing like that. But we want something that speaks to every culture."
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hector.becerra@latimes.com
