Today we’d like to introduce you to Sandra Lucia Diaz

Sandra, we appreciate you taking the time to share your story with us today. Where does your story begin?

Lucia Diaz is a first-generation Colombian-American and the Founder of LUCIA DIAZ, a Latina-owned business that empowers and honors Latinas through high-quality illustrations. Lucia’s artworks are created with the goal of providing cultural representation and pride so that mujeres poderosas can see themselves represented in the world.
She is the published illustrator of “VIVA Latina,” written by her Target Accelerator’s mentor Sandra Velasquez available for preorder on Target.com. As Founder, Lucia has collaborated with brands such as DIOR, Tiffany & Co., Korbel, Diane von Furstenberg, CHANEL, Carolina Herrera, Marciano, Guess, Saks Fifth Avenue, Amazon Handmade, and Estée Lauder, among others. Her work has been featured by American Express, Essence, Visa, Brit + Co, Fierce by Mitu, Bold Latina, and We All Grow Latina.

As a young girl, I knew I wanted to be an artist. My grandmother, Lucia, was the first person to commission a piece from me—a portrait of herself that I painted for Mother’s Day. She believed in my artwork.

My uncle, Orlando, gifted me my first computer, where I fell in love with Microsoft Paint and began illustrating digitally. I knew that this was what I wanted to do for the rest of my life. The term “Digital illustrator” hadn’t even been coined yet.

My mother enrolled me in Art Magnet schools: Norland Middle and Design and Architecture Senior High, where I focused on fashion design in Miami, Florida. She always told me, “Tu Eres Capaz” (You are capable). My Aunt Luzmila taught me how to sew and supported me throughout my creative journey.

I attended Ringling College of Art and Design, majoring in Illustration and minoring in Motion Graphics. I almost didn’t graduate. During my senior year, my father was laid off, and I felt guilty for being in school.

I was working three jobs at Chili’s, the library, and the IT department. Most days, I only had one meal and faced financial insecurity. I never told any of my friends because I was scared that I was already an imposter, being one of the few Latinas in my art school.

I was graduating in Illustration during a recession from an art school. However, I had a professor, Mr. Thiel, who told me I was at the finish line and had only one semester left. As the first person in my family to graduate from college, I felt a responsibility to set a good example for my brother.

After college, I worked in the Beauty and Tech Industry for 12 years. My last corporate job was with Amazon, where I launched Prime Video in Mexico as an Art Director. Throughout my 9-5 job, I made sure to dedicate my nights and weekends to my illustrations. During the pandemic, I was laid off from my corporate job, which made me realize that there is no such thing as a safe job. Additionally, I realized that I had been chasing my parents’ dream of working in corporate rather than pursuing my own.

I always wanted to be an artist and a creative. Drawing portraits digitally was my passion, and I was determined to figure out how to make it my full-time job.

At what point did you realize that you could turn your artwork or creative product into a business?
During my corporate career, my mother and I would visit boutiques in Bal Harbor to distribute business cards to prominent fashion brands such as Chanel, Guess, and Marciano. Through these efforts, we secured brand activation deals, allowing me to conduct live sketching sessions for their esteemed VIP clients. This experience opened up a whole new world of opportunities for me, enabling me to create memorable experiences that brought joy to clients and showcased representation for these brands.

However, I faced discouragement from my father’s side of the family, which caused me to retreat momentarily. From this experience, my best advice to fellow artists is to ignore the opinions of those who haven’t taken bold steps in their own lives. Don’t let the negative feedback deter you from pursuing your dreams. Stay true to your passion and forge ahead with determination.

In 2023, I secured my biggest live sketching client, Tiffany & Co. The amount I earned from this single project in just five hours of work exceeded what I made in an entire month at Amazon. It was an incredible opportunity to showcase my true passion and dedication.

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?

When establishing your art career as an LLC, it’s crucial to prioritize certain aspects. First and foremost, finding a reputable and competent accountant is essential. Don’t simply trust the first one that crosses your path; take the time to carefully select an accountant who understands your specific needs and can provide valuable guidance.

Treating your art career as a business is vital. Guard your time diligently, particularly when it comes to the creative process. Creating artwork requires dedicated time and focus, so be mindful of how you allocate your schedule. Avoid filling your calendar with unnecessary meetings that detract from your creative endeavors. Instead, prioritize blocking out specific time slots dedicated solely to creating.

Learn to say no when appropriate, even to well-intentioned friends and family. Ultimately, you should be the one making decisions about your life and artistic journey. Embrace your autonomy and trust your instincts. While considering advice and feedback can be helpful, remember that you have the final say in determining the path that aligns with your goals and aspirations.

When embarking on a career in the arts, it’s crucial to approach it with a strategic mindset. Treat your 9-5 job as your angel investor, ensuring that you have a stable income to support yourself. Launching a career in the arts without a solid business plan or honing your craft would be unwise. Prioritize putting food on the table and meeting your financial obligations, and then dedicate your evenings from 5 PM to midnight to pursuing your artistic endeavors.

Seeking out a mentor who is at least five years ahead of you can provide invaluable guidance and insights into their own journey. Look for someone who can offer a guided path on how they achieved success in their field. If potential mentors reject your requests, examine their websites and social media channels to glean information and learn from their experiences.

In 2019, when I discovered news of COVID-19 spreading in Asia during my husband’s last trip abroad, I had a gut feeling that it would impact the United States. As a result, I made financial preparations and adjusted my career trajectory, understanding that this could potentially disrupt my plans. I saved an entire paycheck from Amazon and ensured that I continued investing in my side hustle, recognizing the importance of staying resilient and adaptable in the face of unforeseen circumstances.

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?

I am thrilled to announce the upcoming launch of my debut book this fall, ¡Viva Latina!, a powerful collaboration with Sandra Velasquez, CEO of Nopelara. This book is a vibrant tribute to the strength and spirit of Latina mujeres, crafted to inspire and empower readers through every chapter of their lives.
¡Viva Latina! is more than just a book—it’s a celebration of Latina herencia. It brings together the voices and stories of remarkable Latina women, offering a keepsake volume filled with wisdom, resilience, and joy. Through this collection, readers will be inspired by the powerful narratives of trailblazers such as Ana Flores and Vanessa Santos Fein of #WeAllGrow Latina, Linda Garcia of In Luz We Trust, Angel Aviles, and Leslie Valdivia of Vive Cosmetics.
Here’s why ¡Viva Latina! deserves a spot in your media coverage:
Inspiring Stories and Quotes: Discover 50 empowering quotes and stories from influential Latina figures across various fields, including history, politics, business, and entertainment.
Timeless Wisdom: The book offers generations of wisdom that encourages readers to embrace their heritage and empower themselves.
Cultural Insights: Engaging sidebars highlight Latina’s traditions, enriching the reader’s experience and connection to beautiful storytelling.
¡Viva Latina! is not only written by Latinas but also illustrated and focused on representation of the Latina experience. Sandra Lucia Diaz, owner of LUCIA DIAZ, focuses on making sure Latinas feel SEEN and CELEBRATED in every artwork that she has produced.
I would be honored if you could feature ¡Viva Latina! in your upcoming coverage. It’s a book that celebrates Latina strength and unity, and I believe it will resonate deeply with your readers.

Is there a quality that you most attribute to your success?

Giving back to my community in Colombia is the most important part of my success. I love donating to the Casa Nazareth Foundation, an orphanage located in Medellin, Colombia. Every dollar goes towards improving the lives of these beautiful children. The contributions from my community and me have made a significant impact, providing the children with hope, care, and a brighter future.

Contact Info:

• Website: https://byluciadiaz.com/
• Instagram: https://www.instagram.com/holaluciadiaz/
• Other: https://fearlessyaya.com/