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Marcela Davila Diez Gutierrez CAI
CEO - Bilingual Auctioneer - Auction Consultant
Marcela Davila Diez Gutierrez is a Professional Bilingual Auctioneer from Mexico City with residency in New Mexico and founder of Lucerna Auction. With over 13 years of experience in the auction industry, Marcela started as a Ringman in ADESA Guadalajara, later becoming head auctioneer of ADESA Mexico, and the only certified female auctioneer in her country as well as the only female to ever command the block at this auto auction location, a position that she kept for 7 years until the closure of the branch in Mexico City in 2023. She graduated from World Wide College of Auctioneering in 2017, Professional Ringman Institute in 2021, attended the Benefit Auctioneer Specialist class of the National Auction Association in 2018, and graduated from the Certified Auctioneers Institute (CAI) in the class of 2025 at the University of Indiana.
Marcela has worked as a contracted auctioneer throughout her career, exploring the fields of auto, heavy equipment, benefit and art auctions across the United States and in Mexico. Her dedication to her work and continued efforts to keep elevating her education in the field have granted her the ability to consult, sell and share her strategic vision when providing her services, as well as earned her a well-established name in the industry.
In an effort to improve her skills, Marcela started her competitive journey as a bilingual contestant at the International Auctioneer Championship (IAC) in 2019, where on her first participation she was awarded the Bob Steffes Rising Star of the Year Award, later obtaining the First Runner Up title at the IAC in Minneapolis in 2021, and finally becoming the 2024 International Auctioneer Champion in Pittsburgh. After obtaining the 2024 IAC title, Marcela has traveled in North America as part of the Speakers Bureau of the National Auction Association, sharing her knowledge about the industry she is so passionate about.
Currently, Marcela leads the Lucerna Auction project as it advances into not only a benefit auction service, but also as an auto and commercial auction house with a team that has in its trenches the knowledge and commitment of highly knowledgeable individuals in the auction field, and that have been a part of this industry for over a decade, helping it become the first project in Mexico that also specializes in Benefit Auctions and Consulting.
In addition, she also collaborates with her husband Kelton Alvord in Kelmar Auction, a family-owned Native American Art auction house based in New Mexico, and along with their son, they enjoy traveling on their international adventures.
Isabel Salas Rodarte
Administrative Director
Isabel Salas is Lucerna’s Administrative Director, born and raised in Mexico City and Graduated from the Universidad Nacional Autonoma de Mexico for both her Bachelor’s and Master’s degree, Isabel has over 13 years of experience in the auction industry.
Her auction background includes being a part of the ADESA Mexico Team for over 10 years in the administrative area, including becoming head of the Administration Department until the closure of the branch in 2022 and working as General Manager of Subastemos Mexico, an auto auction company in her home country until 2024. Getting to know this business inside and out and having a privileged insight working with clients and business partners in Mexico in this arena, is one of the main assets that characterizes Isabel. Her ability to face challenges and transform them into opportunities, while maintaining her extraordinary customer service skills and personal relationships have granted Isabel a reputation of high standards, commitment to her work and dependability.