Meet Jimmy Salgado Juarez | Mixed Media Artist

We had the good fortune of connecting with Jimmy Salgado Juarez and we’ve shared our conversation below.

Hi Jimmy, do you disagree with some advice that is more or less universally accepted?
I often hear the advice: “just do it.” To take the leap of faith and start selling art. Although I agree that action is better than waiting for an opportunity, “just do it” carries a vague pressure and expectation that a prospective business owner might not be ready for. “Just do what? How do I do that? I did it, but I people did not like or react to my it.”

Instead I’d like to offer: “just do you.” It is not an original piece of advice, but in business, marketing and creating, there is a lot flexibility to find a rhythm that works for everyone. I tend to start a project, make a product, sell some items, then disappear, only to pop back into existence a few months later with something new. It is not conventionally productive, but in each cycle of creative hyper-fixation, I am learning, adapting, and growing. In the past, I would “just do it” and jump to the competitive market of handmade goods, only to get discouraged when I couldn’t crank out enough inventory or post enough on social media. There are many who can balance their work life priorities, but as someone who is sometimes overwhelmed by the many moving parts, I’ve decided to give myself more grace and patience to “just do me” and create at my own pace.

I enjoy experimenting with different materials, learning and applying new skills, and finding ways to keep having fun with what I have learned. AWL Penguin Works, comes from my passion of working in art, wood and leather. My hope is that anyone who sees or purchases my work, can feel the same level of joy that I had in making it.

Let’s talk shop? Tell us more about your career, what can you share with our community?
In my art and my craft, I let my curiosity and distractions guide the progress and evolution of my work. I get excited whenever I discover new ways to use the same materials, or learn a new skill. Each skill compounds the former and I have fun translating how art, wood or leather can exist together in the same piece or as separate elements. I am proud to have made a brand that is authentic to my experience as a person and as an artist. I am exited to continue creating fun and/or functional works…with maybe a penguin or two.

It was not an easy journey to find my identity as an artist or as a business. I started actively selling my work in 2018 in Santa Rosa, California. Since I was just starting out, I struggled with not knowing how much I was worth as an artist and craftsman. In addition to taking on commissions for portraits in my style, I also made custom frames from reclaimed wood. Working out of a small apartment, I would take hours to cut and assemble one picture frame. Unfortunately, I was underselling myself. The price I would quote clients usually did not reflect all of the time I had invested in their piece. However, I was eager to showcase my work and take any opportunity to learn. After a few more commissions, I realized my business model was not sustainable and it would end up burning me out while potentially giving prospective clients the impression that my work was cheap. I had wanted to jump into the market of makers and artists, but ended up feeling overwhelmed by how little I knew about the more practical sides to running a business.

Getting myself organized and asking basic questions like: “What do I want to make? Who am I making this for?” and “When will I have time to make this?” was my first step to overcoming the information gap. Over the past four years, and several failed attempts at starting my small business, I have learned that It is okay to take a pause, reflect, learn and try again. When my wife and I moved to Cleveland to be closer to family, I was also reminded of the importance of the phrase “when in doubt reach out.” Cleveland has a thriving art’s culture, and is a host to a diversity of community organizations that offer resources and guidance to emerging artists. Public libraries are another great resource all over the country, with many of them establishing maker spaces and entrepreneur resources in their facilities.

AWL Penguin work draws from these lessons by giving each project time, intention and care. With consumer goods becoming more disposable every year, I wanted to create pieces of art that can live in a pocket, as a bag, or on a wall for years to come. I chose the Little Blue Penguin to represent my brand because, even as the smallest of all penguins, it is adaptable, bold and unique. I will be restocking my Etsy shop in Fall of 2023 with new leather work, wood craft and artwork.

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.
For any friend visiting me in Cleveland, the city has been blooming with new food spots and cool corners. I would recommend starting the day by checking out Rising Star for a cup of coffee, and heading over to Wade Oval. Although it might seem strange to start at a public park, Wade Oval sits right in the middle of several Cleveland institutions like the Cleveland Museum of Art, the Cleveland Botanical Garden, and the Museum of Natural History. However, if they wanted to explore Cleveland’s musical history, we could also visit the Rock and Roll Hall of Fame. After exploring, we can hit up Larder Delicatessen and Bakery for lunch. I’d recommend the fried tomato sandwich, but anything on their rotating menu of local foods is always a winner. In the same area, you can check out the a number of local art galleries like Transformer station or SPACES. To end the day, we can go to Mabels BBQ, and have a beer over some fried pig ears and tender brisket.

Although I currently live in Cleveland, I was born and raised in Santa Rosa, California, about an hour north of San Francisco. A good morning in Santa Rosa starts with a visit to the Naked Pig Cafe. With locally sourced food and the best drop biscuits around, it is a spot to remember. In the afternoon, we can pack up a sandwich from Honey Sliced ham, a local delicatessen, and head out to Mt Taylor Regional Park. Hiking to the top of this park rewards visitors with an incredible view of Santa Rosa’s cityscape, and the summit make a great spot for a picnic. Other lunch options include Ting Hau, a family operated Chinese restaurant, and Pho Vietnam, which has some of the best Pho in town. Although, a classic four-by-four animal style from In-n-Out Burger never disappoints either. Finally, you can’t miss out on all the local breweries scattered all over Santa Rosa. Old Possum Brewery, Hen House and Russian River are some of my favorites.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I have a hard time recognizing myself as successful: I am not selling enough, I am not creating enough, I am not competent enough. However, in all that noise, I am grateful to my family, my mentors and my community, who remind me that I am enough. My mother, Marina Istilar Juarez, always reminds me, “siempre se tu” (always be you), while my wife and sisters continue encouraging me to branch out and try new things. A big shout out to Future Ink Graphics for giving me the guidance and platforms to continue growing my business.

Website: https://www.etsy.com/shop/AWLPenguinWorks?ref=seller-platform-mcnav

Instagram: https://www.instagram.com/awlpenguinworks/?hl=en

Linkedin: https://www.linkedin.com/in/jimmy-juarez-2bb72a3b/

Youtube: https://www.youtube.com/@awlpenguinworks6669