Face to Face



Therapy your way.

The Talk Shop is now offering Telehealth throughout ALL of Texas for private pay and insurance clients through our secure HIPAA compliant platform. 

Meditation by the Sea

The Talk Shop, PLLC

Experienced Counselors

Do you feel like you are always adding new tasks to your to-do list but never crossing anything out? Our specializations will help guide and inspire you to achieve more of your personal and professional goals. Get in touch today and start taking control of your life with our therapuetic tools and techniques.

Sometimes it seems as if life just has it in for us and we can never catch a break. In reality, there will always be moments we have little to no control over, but what we can always control is how we react to those moments.

The Talk Shop consists of Licensed Professional Counselors, (LPC), and  Licensed Clinical Social Workers (LCSW), who each specialize in different areas of the client's needs. The Talk Shop offers individual counseling for a variety of issues for children, adolescents and adults as well as couples/marriage counseling.

TheTalk Shop sessions are  conducted in a private office. All sessions are confidential and conducted with professionalism. Get in touch today and start taking control over your life.

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Couples and Marriage Counseling

Mending Relationships

Wandering Traveler

Don't just feel better, Live better.

Your Source for Personal Growth


Our  Office

Achieve Your Goals

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Meet the therapists

Helping You Move Forward

Our therapist are Licensed Professional Counselors and Licensed Clinical Social Workers, who adhere to the professional codes of ethics and high standards of confidentiality. Putting your care first.

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Your Feedback

Please provide us with comments, suggestions or feedback on your experience with our services and our clinicians. We would love to hear how we can improve our client care.

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Rochelle Middleton, LPC

Adolescents and Adults

I am a Licensed Professional Counselor who provides individual counseling to people who feel stuck, suffering depression, anxiety, stress, anger, trauma, life changing events such as divorce, getting out of a relationship, losing a job, moving to another town, children leaving home and much more. For those who need help to manage their issues by a trained professional.

I have a Master's of Science in Family, Marriage and Child therapy. I have over 7 years of experience in providing counseling services in both an inpatient psychiatric hospital setting and private practice/out-patient therapy setting. I work with preteens, teenagers, adults, active duty military personnel and veterans. Although I use a variety of treatment models, my go to model for therapy is Cognitive Behavioral Therapy. I believe in catering my therapy around your needs. Solving a problem in isolation isn't easy, so that is why I am here to help.

Private pay rate $90.00 per session. Accepts insurance.

Offers telehealth and face to face sessions.

(Not Accepting New Clients)

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Marcella de la Reza, LPC, LCDC

Adult Therapy / Bilingual

Hello, my name is Marcella de la Reza, I look forward to counseling you or with someone you love. Counseling isn’t just for persons with problems. In fact, counseling is about achieving self-improvement and resilience. Even the healthiest of all persons can benefit from counseling.

I studied Counseling so persons and couples can have professional help in a safe, non-judgmental setting. I continue to learn current Evidence-Based Therapies so as to help persons overcome their struggles and improve their lives. Its rewarding to obtain insight and drive to become a happier and a healthier version of yourself.

I specialize in couples/marriage and addiction therapy. In addition to being a Licensed Professional Counselor I am also a  Licensed Chemical Dependency Counselor with over 6 years of experience as a therapist. 

Private pay rate $90.00 per session. Accepts Insurance.

Offers telehealth for individuals and face to face for couples therapy.

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Ruben Fineron, LPC, LCDC

Child, Adolescent, Adult and Couples  Therapy

My name is Ruben J. Fineron and I am a Licensed Professional Counselor (LPC) and Licensed Chemical Dependency Counselor (LCDC). My professional experience includes, helping people heal from traumatic experiences such as children, adults, and families to strengthen their relationships in order to help them to live healthy and productive lives. I understand that there is no single therapeutic modality to be used in clinical practice therefore, I implement an eclectic treatment approach to reduce the symptoms of anxiety, depression, addiction, and stress. It is important to provide a safe environment for clients to process their emotions while learning positive coping skills while navigating through life’s challenges.

My Educational background consists of graduating from the University of Texas at El Paso with a Master’s degree in Guidance and Counseling M.Ed in 2014, where I belonged to Chi Sigma Iota Counseling Honor Society. I have engaged in clinical practice for 5 years and have a wide range of professional experience using psychological theories such as Rational Emotive Behavioral Therapy (REBT), Dialectical Behavioral Therapy (DBT) and Trauma Focused Cognitive Behavioral Therapy (TF-CBT) techniques which contributed to the success of my client’s treatment outcomes.

Private pay rate $90.00 per session. Accepts Insurance.

Offers telehealth and face to face sessions.

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Sherry Pineda, LPC

Adults and Couples/ Marriage Counseling

Hello, I am Sherry Pineda.  I work on empowering individuals to overcome the traumatic events that interfere with living their best life. Using clinically tested and evidence-based interventions, I work with men and women who have experienced trauma in childhood, adulthood, or service-related trauma, and
PTSD. I am a Licensed Professional Counselor with a master’s degree in Family, Marriage and Child
Counseling and training in EMDR, Cognitive Processing Therapy, Trauma-Focused CBT, Cognitive
Behavior Therapy, and Play Therapy. I have practiced in El Paso for the past 11 years working inpatient, outpatient and individual services.
I work with couples and families to overcome obstacles in their relationships, as well as individuals
wanting to address depression, anxiety, addiction, and the many other issues keeping you from the
life you deserve.
Providing a safe, non-judgmental environment, I am committed to guide you through your healing
process so you can have the life you want!

Private pay rate $90.00 per session. Accepts insurance.

Offers telehealth only

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Melissa Salmon, LPC, LCDC,

Children, Adolescents, Adults, and Couples/Marriage Counseling

My name is Melissa Salmon and I am a holistic Licensed Professional Counselor  (LPC) with ten years experience as a Licensed Chemical Dependency Counselor (LCDC). I provide empathic psychotherapy services to individuals, couples, and families with a multiple issues. Formerly from Los Angeles, California, I have worked as a counselor in El Paso for 6 years and have helped people heal from relationship problems, co-occurring disorders, and addictions. I believe in providing a safe, confidential, and non-judgmental environment. I have treated individuals that suffer from post-traumatic stress disorder, anxiety, and depression. Formerly I was a Treatment Community Therapist for  individuals on parole and probation, a Counselor for Active Duty Military, Veterans, and Dependents, and a Prior Woman and Children's residential counselor. I understand that life can be challenging and I am here to help you with all my heart.

Private pay rate $90.00 per session. Accepts insurance.

Offers telehealth and face to face sessions.

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Victoria McCartney MEd, LPC-Associate, LCDC
Supervised by Dr. Meri Rule LPC-S

Children, Adolescents and Adults

My name is Victoria McCartney and I am a Licensed Professional Counselor Associate (LPC-A) and Licensed Chemical Dependency Counselor (LCDC). I provide individual counseling to adults, adolescents, and children.

I have a Master’s of Education in Counselor Education from Texas Tech University and two years of experience working with substance abuse, incarcerated individuals, children, and in inpatient facilities. I use a variety of treatment approaches, and believe counseling should be tailored to the individual.

Private pay rate $65.00 per session. Does not accept insurance.

Offers telehealth and face to face sessions.

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Melissa Birdwell, LMSW
Supervised by Adriana Strunk, LCSW-S

Adolescents, Adults, and Military Dependents, Active Duty and  Families

Through therapy we can identify which tools and interventions work best for you, by identifying your triggers, stressors, and functional coping skills. We will focus on your personal strengths, restoring resilience, identifying your relationship with yourself, helping you identify your patterns, how you connect and communicate with others, and to begin your healing journey.

I use an array of therapy modalities based on client specific therapy needs, to include cognitive behavioral therapy, strengths-based perspective, internal family systems, dialectical behavioral therapy, person in environment, mindfulness approaches and strategies.

I am a Licensed Master Social Worker in the State of Texas. I graduated from the University of Texas at Arlington. My practice concentration is in working with children and adolescents, young adults, and military families. I understand the unique nature of military culture, military life stressors on the active- duty service member/veteran, and service member families. I have experience providing individual therapy, family therapy, and group therapy, suicide risk assessment, addressing substance abuse, and addressing self-harming, in the inpatient setting, residential treatment setting, and via telehealth, working with children/adolescents/families/young adults, service members and veterans, as well as military families.

Private pay rate $65.00/session. Does not accept insurance.

Offers Telehealth only


Payment Method and Privacy Policy

Private Pay and insurance accepted.

Private pay rates range from $65.00-$90.00.

Insurance accepted are Blue Cross Blue Shield PPO / HMO, United HealthCare, Tricare-West, El Paso Health/ First, Superior Health, Preferred Administrator and Traditional Medicaid.

No insurance, no problem, we accept cash, cedit card or check. 


Schedule a Session

Both private pay and insurance are accepted. Paying cash for sessions allows us to work with you without having to diagnose you. Cash services are offered for those who do not have insurance or would rather pay out of pocket.  Insurance is accepted for those who would rather not pay out of pocket. The Talk Shop will provide professional services to meet your needs whether you are paying out of pocket or through insurance.

Cash payments are $90.00 for children, adult individual therapy and couples therapy, 50 minute therapy for all LPC & LCSW clinicians.

Child, Adult and couples therapy $75.00 per 50 minute session for LPC-I clinician.

Current insurance being accepted are United Health Care (Oscar and Commercial Plan), Cinga, Blue Cross Blue Shield (PPO), Tricar-West Traditional Medicaid,  El Paso Health, and Superior Health.

 We offer a free over the phone consultation to help you decide if we are the right fit for you. 



The Health Insurance Portability & Accountability Act of 1996 (“HIPAA”) is a federal program that requires that all medical records and other individually identifiable health information used or disclosed by us in any form, whether electronically, on paper, or orally, are kept properly confidential. This Act gives you, the client, significant new rights to understand and control how your health information is used. “HIPAA” provides penalties for covered entities that misuse personal health information.

As required by “HIPAA”, we have prepared this explanation of how we are required to maintain the privacy of your health information and how we may use and disclose your health information.

We may use and disclose your medical records for each of the following purposes:

• Treatment: means providing, coordinating, or managing health care and related services by one or more health care providers. An example of this would include a physical examination.

• Payment: means such activities as obtaining reimbursement of services, confirming coverage, billing or collection activities, and utilization review. An example of this would be sending a bill for your visit to your insurance company for payment.

• Health care operations: includes the business aspects of running our practice, such as conducting quality assessment and improvement activities, auditing functions, cost-management analysis, and customer service. An example of this would be an internal quality assessment review.

Other uses and disclosures may consist of the following: Notification/Communication with family, Business Associates, Public Health or legal authorities charged with preventing or controlling disease, injury, or disability, and/or Law Enforcement.

Any other uses and disclosures will be made only with your written authorization. You may revoke such authorization in writing and we are required to honor and abide by that written request, except to the extent that we have already taken actions relying on your authorization.

We may also create and distribute de-identified health information by removing all references to individually identifiable information.

We may contact you to provide appointment reminders or information about treatment alternatives or other health-related benefits and services that may be of interest to you.


You have the following rights with respect to your protected health information, which you can exercise by presenting a written request to the Privacy Officer:

• The right to request restrictions on certain uses and disclosures of protected health information, including those related to disclosures to family members, other relatives, close personal friends, or any other person identified by you. We are, however, not required to agree to a requested restriction. If we do agree to a restriction, we must abide by it unless you agree in writing to remove it. (45 CFR 164.522)

• The right to reasonable requests to receive confidential communications of protected health information from us by alternative means or at alternative locations.

  • The right to inspect and copy your protected health information. (45 CFR 164.524)

  • The right to amend your protected health information. (45 CFR 164.528)

  • The right to receive an accounting of disclosures of protected health information. (45 CFR 164.528)

  • The right to obtain a paper copy of this notice from us upon request. 
We are required by law to: (1) maintain the privacy of your protected health information, (2) to provide you with notice of our legal duties and privacy practices with respect to protected health information, (3) notify you if we are unable to agree to a requested restriction, and (4) accommodate reasonable requests you may have to communicate health information by alternative means or at alternative locations. 
This notice is revised as of May 1, 2009, and we are required to abide by the terms of the Notice of Privacy Practices currently in effect. We reserve the right to change the terms of our Notice of Privacy Practices and to make the new notice provisions effective for all protected health information that we maintain. We will post such notices and you may request a written copy of a revised Notice of Privacy Practices from this office. 
If you believe your privacy rights have been violated, you can file a complaint with the Director of Health Information Management or with the Secretary of Health and Human Services. There will be no retaliation for filing a complaint. 
Privacy Officer Name/Address: www.HHS.gov

Schedule a Session

“Happiness, not in another place but this place, not for another hour but this hour”

Walt Whitman


Schedule a Session

Located in the back of the building closest to the parking lot.

5845 Onix Suite 200

El Paso, TX 79912

Phone (915) 444-8003 Fax (915) 257-6501

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