We had the good fortune of connecting with Cynthia Soto and we’ve shared our conversation below.
Hi Cynthia, we’d love to hear about how you approach risk and risk-taking
Risk taking can be intimidating and I think for the most part I don’t really think about it, or at least not its full meaning. In the very early stages of my business I just jumped. I did not analyze things or organize myself as I do now. You don’t realize that you are taking risks until you have accomplished something, whether it’s a success or a failure. As I continue to work and grow risks have become easier to take. At first I was scared to do anything, I was scared to quit my job , I was scared to to rank up too much credit, I was scared to commit to anything because I feared failure. I think most people starting their own business were scared at some point. We all don’t want to fail, without realizing that failures are our biggest success in business. In some aspects of the business I just dove in and in others I was pushed but all have tremendously affected my life in such a positive way. Now the way I think about risk can be a bit methodical. I put a lot of effort into what I want out of life, what I want out of my business and I think about what is feasible now and what makes sense for my business and from that I make a decision to take risks. I know with certainty that risks have only brought joy and positivity to my life and I am glad I did it and continue to do it.
Alright, so for those in our community who might not be familiar with your business, can you tell us more?
From an idea to a small storage studio to a small print shop with an excellent level of care to every order. We craft custom designs and screen prints with simplicity, artistry, and creativity. As experienced creatives in the industry, we’re great at guiding any artists or designers seeking a path that will bring their ideas to life. Every decision, including inks, fabrics, and graphics, is made based on our study of your target market and personal style. We are there for our customers, we listen to their needs and help them through the process. We continue to grow and learn, and I think that what sets us apart from many other print shops is that we are adaptable and flexible with what our customers need. It’s not an easy job and it certainly has its shares of challenges. I started my business very quickly but I have always been a very motivated person and also a very defiant. I was working for another screen printing company in LA. I was doing sales/ graphic design and a little bit of web design for this company and after working for almost five years, I realized that this was not the place for me. My values were just too different and I wanted to dedicate my time to a bigger purpose. I came to a conclusion that my time meant more to me than it would to anyone else. Which seems rather obvious but believe it or not if you have always worked a 9-5 type of job or have always been stuck in one career your mind limits you to the endless possibilities your life can bring you. I wanted to start working for me, for my goals. I wanted my time to mean more than just a number at the end of the year. I set my own rules, my own creativity, my own style. I am able to lead my life the way I want to rather than someone leading it for me. I realize that me starting a business is only a stepping stone for what I really want to do. I truly love what I do and I love helping people. I would like for people to know that what excites me the most is the uncertainty of not knowing where my business will take me. My business has opened doors for me. It has allowed me to meet wonderful artists, wonderful people and that it’s important to get to know who you are and your business will reflect that passion.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I love the outdoors so I would love to take them out to some wonderful hikes. Aside from the wonderful national parks in California local city hikes such as Verdugo Mountain Peak, Wildwood Canyon, Griffith Park, hikes in the Los Angeles forest, Mt Lukens, Switzer Falls, Dark Canyon, Long Canyon and so many more. Then i would probably take the to walk the city from 3rd- 12th street to get to know the buildings the atmosphere. Take them to arts district to check out some of those wonderful murals and probably pick up a snack in little Tokyo. Check out some of the museums Moca and the Japanese American National Museum. The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My motivation and success is all part of my dedicated husband Gabriel who has support me in every step of the way. My star employee Ulises who brings his creativity and positivity every day. My daughter Francesca who inspires me to be better every day. And of course all my friends, family and clients who support me with their encouragement and thoughtfulness. Without them it just simply would not be the same.
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