We recently had the chance to connect with Tyler Angelos and have shared our conversation below.
Good morning Tyler, it’s such a great way to kick off the day – I think our readers will love hearing your stories, experiences and about how you think about life and work. Let’s jump right in? What are you most proud of building — that nobody sees?
A team that I can rely on. Every business owner I know that struggles is usually due to lack of trust in their team or just straight up not having one.
The feeling of being able to leave my business for extended periods of time and knowing I do not have to worry because my team is amazing and fully capable.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Tyler Angelos, CEO of Angelus Direct, Angelus Brand, Lace Lab, Pecard, and more. I run a portfolio of e-commerce and manufacturing companies focused on leather care, sneaker customization, and premium American-made products. Angelus Brand is a 5th-generation, family-owned business that’s been operating since 1907 and still in our family’s hands over a century later.
We’re known worldwide for making top-tier cleaners, paints, dyes, and accessories trusted by artists, cobblers, and DIYers. I’m focused on building brands that stand for quality, authenticity, and community all while keeping production and fulfillment in-house to control every detail.
Right now, I’m expanding into experiential retail, influencer-led product development, and brand building white label for up-and-coming entrepreneurs and large scale businesses.
Okay, so here’s a deep one: Who taught you the most about work?
My grandfather Paul taught me more about work than anyone else in my life. When I was just getting started he was the foundation.
He gave me the tools, the knowledge, and the confidence to walk into this industry without making rookie mistakes. From sales and manufacturing to shipping and operations, he made sure I understood every part of the business firsthand.
Being the young guy trying to cold call or break into a room isn’t easy and Paul knew that. He opened doors for me using his name, his reputation, and his network. That gave me a seat at the table early. Even now, he still works because he genuinely loves the job. His example shaped how I operate every day.
What did suffering teach you that success never could?
Suffering taught me that when someone lets you down, it doesn’t mean you were wrong to trust and it just means they weren’t worth the trust. In business, people promise you the world and then disappear, pivot, or chase the next shiny thing without a word.
It happens more than you’d expect. That kind of letdown can start to make you guarded, cynical, or worse extra bitter.
But the truth is, it’s a them problem, not a you problem. You don’t change your character because of someone else’s lack of it. You keep moving, keep trusting, and keep your integrity intact. That lesson never comes from success and it only comes from getting burned and choosing not to harden.
Sure, so let’s go deeper into your values and how you think. Is the public version of you the real you?
Absolutely. Ask anyone of my friends, family, or even employees
They’ll all tell you the same thing: what you see is what you get with me. I don’t sugarcoat, I don’t play games, and I don’t waste words. I’m direct because I value clarity. In a leadership role, especially, I’ve got a ship to steer, and everyone needs to be rowing in the same direction. I’ll occasionally frame things in a way that helps the message land, but the core never changes.
The public version of me is me with no filters, no act. I find it helps me get a lot of jobs and secure business because it always lands as a fresh breath of air.
It is how we got into every art store in America by just being candid and real.
Okay, so let’s keep going with one more question that means a lot to us: Have you ever gotten what you wanted, and found it did not satisfy you?
Yeah plenty of times.
When I was younger, I dreamed about owning sports cars and luxury gear. Eventually, I got to the point where I could buy all of it. And I did. But the satisfaction faded fast.
These days, the thing I want most is time is with my kids, my wife, my friends. That’s the one thing money can’t buy.
Every year on my birthday, people ask what I want, and I always say the same thing: “Time with you.” Because that’s the only thing I can’t just go out and get. And it’s the only thing that really sticks.
Contact Info:
- Website: https://AngelusDirect.com
- Instagram: https://www.instagram.com/angelusdirect
- Yelp: https://www.yelp.com/biz/angelus-direct-santa-fe-springs
- Youtube: https://www.youtube.com/@AngelusBrand
