Meet Penelope Valencia | Hand Written and Hand Stenciled T-shirt Designer

We had the good fortune of connecting with Penelope Valencia and we’ve shared our conversation below.

Hi Penelope, how has your work-life balance changed over time?
I think like most business owners starting out, my work life balance tipped towards “work life”. I take pride that I’m a one woman operation which means I do everything myself: print shirts, heat set, prepare packages for shipping, answer emails, take pictures, set up Etsy listings, bookkeeping (ugh my least favorite!)….. the list goes on. I opened up my Etsy shop, Neena Creates, in 2008 so I can definitely say that my work life balance has changed a lot since then.

In the beginning it was new and exciting and I felt like I could take on the world. Existing on 3-4 hours of sleep was no problem. Somewhere along the way I started to feel burned out and rebel against my “boss” self. My inner “under appreciated, overworked employee” just gradually pushed back and I didn’t have the joy that I had when I first started out. I made myself miserable, everything now seemed like a chore.

I had to reconnect with my joy for creating and being a small business owner, as well as change my perspective. Instead of thinking from a workaholic mindset I incorporate gratitude in everything I do. I am so grateful that I’ve been able to keep my business running for this long, and that people still like/love! the designs/t-shirts I put out. So if I have to stay up a little later to get things done, or work on that bookkeeping (it’s still yuck haha) that’s okay. And on the other end of the spectrum I’m easier on myself and forgive myself if I don’t get everything right or perfect. I always want my business to thrive and will work as hard as I need to ensure that, but easing up on myself and getting back to enjoying what I do has been instrumental in finding my balance.

Let’s talk shop? Tell us more about your career, what can you share with our community?
There’s a few things that sets me apart from other graphic design t-shirt sellers: * I hand stencil every item myself, and I use a unique technique that is not common in screen printing. I was trying to find tutorials on DIY screen printing when I found this from Craftgrrl https://bitly.com/KsII5r and I still use this technique today.

* All quotes and graphics are hand written and hand drawn by me. I get a kick when I’m asked what font I use! Honestly when I’m not writing out quotes for a t-shirt design, my normal handwriting is like chicken scratch sometimes I can’t even decipher what I’ve written.
** Oooh, fun fact: There are a few people who asked me to write something out and they got it tattooed! It’s a trip to think about!

* I like to offer a mix of book quotes from some of my favorite classic authors, inspirational sayings, with a dash of horror because aside from being a Jane Austen romantic I’m obsessed with horror movies.

I worked for a family owned Hermosa Beach boutique for ten years when I decided to start my own business. Or I should say it was decided for me. The Hermosa General Store was a beach staple for t-shirts, Hawaiian shirts, bikinis, beach accessories since 1971. I learned so much from Pati and Gary, and the spark to want to own my own business started with them and HGS.
I was getting an itch to start an online business, well, more as a side gig while still working at HGS. I started experimenting with stenciling shirts and even sold a few of them at the store. I think one of the first designs I made was of a turntable with headphones that I printed onto a white t-shirt. I was still unsure and a little scared to go all in but as fate would have it my bosses dropped the news that they were closing down shop. It was now or never, I had to turn my side gig into a thriving business.
Etsy had been around for a few years when I joined in 2008. I remember reaching out to another t-shirt seller asking for advice or any tips they could give me, which they answered graciously. I soaked any and all information on online selling especially on Etsy.
My first sale on Etsy was from an actual customer meaning some person whom I didn’t know that lived in a different state browsing on Etsy saw my shirt and decided they liked it enough to buy it. I don’t even remember how I felt but I do know that any time anybody purchases from me I am beyond grateful and also in awe that there are people out there who are enjoying my shirts.
About a year into it I became a featured seller on Etsy, it was one of my goals and it was so huge for me to get that spot. It was from that moment that really gave me the push and confidence to continue what I was doing. At first I was creating basic graphic designs but slowly turned to quotes handwritten by me, and that was the validation I needed to steer in that direction.
For anyone reading this I say to you:
* If you have you’re thinking about starting your own business but are afraid or unsure, just do it. There are people out here happy to help if you ask, heck there are so many blog posts and articles that you could read to help you out, for instance ShoutoutLa!
* Find your joy in what you do. It’s like following a thread, you tug at a few ideas/concepts but when you’ve grabbed hold of the one that brings you joy, follow it and it will lead you to success, no matter what obstacles may come your way that thread of joy will take you there.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
I live in Redondo Beach so I’m definitely taking my bff to the beach! Other places to visit would be: * The Broad Museum
* Any concert at the Hollywood Bowl is a must!
* Hiking in Palos Verdes, and on that tip a spa day at Terrenea Resort.

Oh man I love food and there is so much good food here!
In my hood we would go to:
* Dominique’s Kitchen
* Fatto a Mano Pasta shop
* Royal Thai
* Rosa’s in Hermosa
* Kurisake
I mean this list could go on and we haven’t left Redondo yet!

Who else deserves some credit and recognition?
Shoutout to my husband, Sam, for being supportive since day one! Enough said!

My family has always had my back but big thanks to my sister, Tracey, who told me about Etsy when I mentioned I wanted to start my own t-shirt business.

Shoutout to Etsy! They started in 2005, so when I joined in 2008 it wasn’t well known. I just believed in the handmade community they created and I can’t believe how much it’s grown. Now when I speak of Etsy, most people know what I’m talking about. Those early days I had to explain what it was.

Major Shoutout to Craftgrrl, whose tutorial on making a homemade screen/stencil got me started in t-shirt printing in the first
place.

Much love to Pati and Gary, whom I worked for at their family owned business for ten years. Working at Hermosa General Store was definitely the spark to wanting to be in business for myself.

My friends have always given me so much love and encouragement… Wendy, Stacy, Matt, Carey, Moira, Laura, Cassie, Marissa, Sarah….I’m probably missing a few peeps I’m sorry!! Just know I love and appreciate you all!!!

Thank you so much to May Nuñez, from Lolli and Sweets, for nominating me to Shoutout!! xo

And last but not least Shoutout to Jane Austen. It’s my obsession with her work, especially Pride and Prejudice that led me to start printing her quotes onto t-shirts. Mr. Darcy’s proposal was the first book quote I decided to create and sell on Neena Creates.

Website: neenacreates.etsy.com

Instagram: instagram.com/neenacreates