Meet Joe Avendaño of Rough Draft Leathercraft

Today we’d like to introduce you to Joe Avendaño.

Joe, we appreciate you taking the time to share your story with us today. Where does your story begin?
Rough Draft Leathercraft started out of necessity. My first leather good was a belt. I was tired of buying belts that would fall apart after a year of use, so I decided to take matters into my own hands and make one that would last.

At the time, I was also shooting 35mm film photography, and that led me to making leather camera straps. I wanted something I could trust to carry my precious camera. From there, I slowly transitioned into making wallets. On one birthday, I was gifted a kit to assemble a leather weekend bag, and I was hooked. What started as a practical solution to everyday problems quickly grew into a passion for leathercraft.

I’ve always loved working with my hands. I think of it as problem-solving with my hands. My background and interests in mechanics and photography made the transition into leathercraft feel natural. In each of those pursuits, there’s a combination of function, precision, materials, and understanding how things work. Leathercraft gave me another way to bring those elements together and create something tangible.

As I continued making wallets and other leather goods, I accumulated more pieces than I could reasonably use myself. I realized I wanted to share that quality with my community, and that’s what pushed me to turn my craft into a business.

Wallets, in particular, have always spoken to me. They’re one of the few everyday objects that stay with you throughout your day, accompany you through different stages of life, and sometimes remain with you for decades. I wanted to make something that looks good, serves a purpose, and can withstand the beating of everyday life. To me, a wallet should be more than an accessory. It should function like a tool: dependable, thoughtfully designed, and built to be used.

Today, through Rough Draft Leathercraft, I handcraft full-grain leather goods in Los Angeles, focusing on durability, purposeful design, and honest materials. I continue to learn and refine my craft while building the business one piece and one customer at a time. I’ve learned that creating a quality product is only part of the journey; sharing its value, building relationships with customers, and growing a brand takes just as much dedication.

My philosophy is simple: Built for use. Not for display. I want to make things people can rely on, wear in, and carry for years. Ultimately, my goal is to build a brand that stands for quality and longevity in a world where so many things are made to be replaced. Every piece is an opportunity to solve a problem, put my hands to work, and make something worth keeping.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It definitely hasn’t been a smooth road. Like every entrepreneur, I’ve had to learn how to turn something I love doing into a sustainable business. Making a quality product is one thing; figuring out how to price it accordingly, communicate its value, find the right customers, and consistently make sales is a completely different skill set.

I still work a full-time job, so building Rough Draft Leathercraft means balancing my responsibilities with the time and energy it takes to design, cut, stitch, and finish each piece by hand. Much of my work happens in the evenings and on weekends. It’s rewarding, but it requires patience, discipline, and sacrifices. There are times when I wish I could dedicate myself entirely to the business, but I’ve had to learn to build it one step at a time.

On a more personal level, losing my father in 2025 was a major turning point in my life. His passing forced me to reevaluate certain things and make changes in my personal life. It shifted my perspective on time, family, and what I want to build for my future. Navigating that loss while maintaining my responsibilities and continuing to grow the business hasn’t always been easy. It reminded me that life doesn’t pause while you’re trying to accomplish your goals, and sometimes you have to learn to move forward while making room for the things that matter most.

Selling at local markets and pop-up events has also been a learning experience. I’ve put in long hours preparing inventory, setting up my booth, and spending entire days selling, sometimes only to make enough to cover my expenses. That can be discouraging when you know how much time, care, and craftsmanship went into every piece. I’ve learned that making something well doesn’t automatically mean people will understand its value. I have to learn how to tell that story, present my work, and connect with the right audience.

I’ve also had to learn not to undervalue my time. When you make everything by hand, it’s easy to focus on the materials and overlook the hours of labor, skill, and experience that go into the finished product. I’m learning to price my work accordingly and to stand behind the value of what I create. Building a business around quality means finding customers who appreciate the difference between something mass-produced and something made with intention.

Despite the challenges, I haven’t lost sight of why I started. I still love the problem-solving, the process of working with my hands, and the satisfaction of turning raw materials into something useful. Every market, every customer interaction, and every piece I make teaches me something. I’m still figuring things out, but I’ve come to understand that growth isn’t always measured by how quickly you succeed. Sometimes it’s about learning to adapt, staying committed to what you believe in, and continuing to show up even when life gets difficult.

I’m not just trying to build a leather goods business. I’m trying to build something meaningful, something that reflects my values and can stand the test of time. That’s the same philosophy I put into my products, and it’s the mindset I’m trying to carry into my life.

Alright, so let’s switch gears a bit and talk business. What should we know?
Rough Draft Leathercraft is a Los Angeles-based, independent leather goods brand specializing in handmade wallets, belts, and everyday carry accessories crafted from full-grain leather. My approach combines traditional leatherworking techniques with functional design and a rugged, industrial aesthetic. Every piece is hand-cut, designed, and saddle-stitched with an emphasis on durability, purposeful construction, and honest materials.

What sets my work apart is the belief that everyday goods should function more like tools than disposable accessories. I want my products to look good, serve a purpose, and withstand the demands of daily life. Wallets are especially meaningful to me because they’re carried everywhere and can stay with someone for years, sometimes even decades. I design with that relationship in mind, creating pieces that are meant to be used, broken in, and shaped by the person who owns them.

I’m particularly proud of the materials and construction behind my work. I use full-grain leather, appreciating its natural character and the way it develops a unique patina over time. I hand-stitch my pieces and pay close attention to the details that contribute to their longevity. My designs favor function over unnecessary decoration, with an aesthetic that draws from traditional craftsmanship, industrial design, and the character of well-used tools.

As an independent maker, I also value the personal connection that comes with creating things by hand. I sell at local markets and pop-ups, where customers can see my workspace, watch the making-process, ask questions, and understand the thought that goes into each piece. I want people to know who’s making their goods and why they’re made the way they are.

At the heart of the brand is a simple philosophy: Built for use. Not for display. I’m proud to be building something independently, one piece at a time, without compromising the materials or the purpose behind the work. My goal is to create leather goods that earn their place in someone’s everyday life, age beautifully through use, and remain useful long after trends have come and gone. Ultimately, I want Rough Draft Leathercraft to stand for quality, longevity, and the idea that the things we use every day are worth making well.

So maybe we end on discussing what matters most to you and why?
What matters most to me is creating something meaningful, both in my work and in my life. I value craftsmanship, purpose, and, above all, the relationships I have with my family and friends. Losing my father in 2025 reminded me how precious time is and how important it is to be intentional about how we spend it and who we spend it with.

I’ve always been drawn to working with my hands and solving problems. There’s something deeply rewarding about taking raw materials and turning them into something useful, dependable, and lasting. That same philosophy carries into my business. I don’t want to make things just to sell them; I want to create things that serve a purpose, become part of someone’s life, and are worth keeping.

As I continue building Rough Draft Leathercraft, I’m also learning that success isn’t just about how much you accomplish or how far you take a business. It’s about finding the right balance between ambition and being present for the people you love, between working toward the future and appreciating the life you’re living right now.

What I’m searching for isn’t necessarily peace, but what I think of as existential resonance: a sense that the way I live, the people I share my life with, and the work I put into the world are in harmony with who I am and what I believe in, whether they are times of elation or times of discouragement. I want to build something I’m proud of without losing sight of the relationships and experiences that make life worth living in the first place.

I want to keep learning, remain true to my values, nurture my relationships with family and friends, and create things that endure. Through my work and the life I build around it, I hope to leave something meaningful behind. Not just products, but a reflection of the belief that our time is valuable, our relationships matter, and the things we choose to dedicate ourselves to should have a purpose. I want to be able to love my life as I live it, and love it dubly so when I look back on it.

Contact Info:

• Instagram: https://www.instagram.com/roughdraftleathercraft/
• Other: https://www.tiktok.com/@roughdraftleathercraft

Image Credits
Jose Avendaño, Owner of Rough Draft Leathercraft