Today we’d like to introduce you to Jessica Estrada.
Hi Jessica, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
I’m Jess with Modern Madera. I’m a Latina small business owner, and I run the show here with a little help from my husband. It all started in February 2019 when my baby sister was having her firstborn. Naturally, as the big sister I threw her a baby shower, we did a woodlands theme, and I envisioned wood rounds for all the sweets and cake. Looking at the cost of buying them I knew it wasn’t within the budget. So, I got to work, I searched for the perfect wood and picked it up from whomever was getting rid of it. I purchased a saw and started cutting rounds. I ended up making multiple cake stands and wood slabs as centerpieces. It was truly then that I realized I really enjoyed woodworking, but really it was just a hobby. Fast forward to May 2020 and I, like many others found myself needing to do something other than sit in the house bored.
So, I started making signs that were hand-painted with sayings like “Welcome! Please leave by 9” “Chillona pero Chingona” and so many others. It wasn’t until Christmas of 2021 that my husband invested in me and my small business by buying me my first laser cutter and laser engraver. In February 2022, I had my Glowforge up and running and I was getting orders left and right from friends and family. It wasn’t until my friends who own small businesses themselves started having me make items for them that business with my Glowforge really started taking off. Now more than a year in, I find myself busy month after month with custom orders through social media and orders on my Etsy. I owe it all to my family and friends who encouraged me when I felt like giving up.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It hasn’t always been easy financially or creative-wise. I struggled to find my niche in the very beginning, I would doubt my capabilities and artistic side, and I worried that what I liked wasn’t going to be what everyone liked. To be honest, I still have those thoughts now and again, but I remind myself just like in life, I’m not everyone’s cup of tea so naturally my products aren’t for everyone.
Let me tell you imposter syndrome is REAL, I can’t count how many times I made something that I thought was not good enough and the clients have absolutely loved it, but I would chalk it up to them being nice and not wanting to tell me how awful it really is. I have to remind myself that as a one-person small business owner that not everything can be 100% perfect, especially when dealing with hand-painted parts.
Don’t get me wrong, I’ve had my fair share of terrible products and things a royally messed up on, but I always did my best to correct it.
Appreciate you sharing that. What else should we know about what you do?
Currently, I make signs, the signs can be made out of wood, acrylic, and a mixture of wood and acrylic. My signs can be for small businesses, weddings, birthday parties, room decor and so much more. I really enjoy being a part of a special day, especially a beautiful wedding; dipping my toes in the wedding scene has been the scariest because I don’t want to be the one whose items don’t look right on the couples wedding day! I want everything to look as perfect as the couple does. But I’ve had great feedback in the past, so I started creating more things for weddings like wood coasters and wedding favors that can be customized to the bride and groom’s wedding style. My acrylic bookmarks have been gaining some traction as well, which those are so much fun to make.
I started out making signs out of wood hence the name Modern Madera (Madera means wood in Spanish), but at the start of 2023, vendor friends were asking if I could make them acrylic business signs, and I was very hesitant since I’ve primarily worked with wood, but I started with one, and then another and then I had orders lined up for acrylic signage. Since making the business signage and some QR payment signage, I’ve really been a lot more comfortable working with acrylic.
Recently I’ve been dipping my toes into the wedding scene, and let me tell you, it has been so fun to see my product and designs at these special events. I’ve been tasked with acrylic table numbers, wedding signage, and I’m even making champagne walls to rent out for special events.
I find myself shying away from making generic signs that can be purchased at any big chain store. I really try to work with my clients and create something they can’t get at any store, and that is something I love about what I do.
It’s so difficult to set yourself apart from others who are doing things just like you, but I order the best quality materials from other small businesses like Custom Made Better for my acrylic and Wood Goods on Etsy for my small sheets of wood. I really do try to make working with me a pleasant experience, I have repeat customers and I think that says so much about who I am, about what I do and how I do it. It’s not just customer service it’s listening to the needs of your client and what they’re envisioning.
We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve learned that you can share?
This feels like a loaded question! Haha, joking aside.
Covid-19 really taught me a lot about myself and those around me, I found myself during that time as difficult as it was, I really came out stronger and much more confident in my abilities as a stay-at-home mom, wife, and entrepreneur. I learned to speak up for myself, my kids, friends, family, and even people I didn’t know, I really started to fine-tune my craft. Before Covid-19 hit, I was so unsure of myself. I lost myself after having three kids in less than six years; depression and anxiety were at an all-time high. I engulfed myself into my kids and home life, I rarely had time to realize that I lost who I really was during that time. Once we got into the swing of the “New Normal”, I worked on my mental health with the help of my craft. It gave me purpose aside from being a wife and mom. It made me feel productive, and I felt valued.
Having my husband work in the hospital, sometimes being face to face with severe covid patients in the early part of covid was terrifying, but it really gave us a reality check.
Contact Info:
- Website: https://www.etsy.com/shop/ModernMaderabyjess
- Instagram: https://www.instagram.com/modernmadera.by.jess/
