We were lucky to catch up with Kathy Cano-Murillo recently and have shared our conversation below.

Kathy, thanks for joining us, excited to have you contributing your stories and insights. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.

I’m celebrating 20+ of my Crafty Chica brand. It celebrates crafts/DIY with a Mexi-style twist. I noticed the Latino community was not represented in the crafts industry so I created my site to serve that need. I had no idea it would take off so fast! I started it as a passion project and the time came when I knew I had to make a leap of faith to make it my career.

I worked as a full-time newspaper double columnist (movies for entertainment section, and crafts for home section) at the time – full benefits, a prestigious title, a custom schedule, interviewing celebrities about their movies, a steady paycheck. It would seem crazy to leave that gig to purse glue guns and glitter professionally.

My intuition proved otherwise. I knew I was meant for something more than working at the paper. My website had really taken off, the book deals came and I became branded as a craft expert. I made a decision to open my mind, energy, business strategy to new opportunities. This was before branded deals, I had to think creative!

As the main breadwinner of my family, I had to ensure not only to make more income, but to also have insurance. I pitched myself as a speaker at the national craft convention and prepared packets to give to manufacturers for partnerships. The offers came, and I chose the one I connected with the most.

When it came time to negotiate, I really had to channel my alter-ego. That side of me who did not have imposter syndrome. I created a dream list of what I wanted for this partnership – a full product line, a full-time sponsorship of my website (equal to double my newspaper salary), travel to industry conventions, etc. The caveat was I would only use their products.

It felt like a diva’s list of demands! Normal Kathy wouldn’t dream of turning in a list like that, but Future-Self Kathy took over and confidently turned in the list. And the company agreed to everything – and then some!

I was able to turn in my resignation from a job I thought I’d never leave. My parents were so worried, they begged me to reconsider. “Everyone needs a newspaper” they said. Turns out, months after I left, the newspaper had massive layoffs and has since tremendously downsized. I’m so happy I believed in myself enough to take that risk!

That was in 2007. These days, I had ads on my site that are double what my newspaper salary was. I’ve authored twelve books, have multiple product lines including fabric, journals, planners, ceramics, paper crafting and more!

Now I recognize that feeling when it is time to level up and take a new risk. I realize life is about pursuing exciting experiences!

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I like to say I’m a multi-hyphenate hyper-creative! My Business/brand is Crafty Chica – specialzing in Mexi-style crafts and creativity. Under that big umbrella I have a website with hundreds of tutorials and articles,12 books I’ve authored, I work with all kinds of brands, content creation for social media, designed multiple product lines of craft supplies and finished goods, and I also lead workshops, retreats, speaking engagements. All of this from the love of crafting!

We started in the early 1990s by making Latinocentric handmade wares and selling wholesale to boutiques and chain stores across the country. No one else made anything like we did at that time, so we were very busy! It became overwhelming! We had 300 accounts that ranged from Hallmark stores to Bloomindales to small gift shops to museum stores. We couldn’t keep up with demand. Our house became a little factory and we decided to stop the orders.

I always vowed next time I’d work with a manufacturer rather than make everything by hand – at least in that kind of high volume quantity!

I went to work at the newspaper, but on the side I discovered a different path for becoming a full-time working creative. Designing craft tutorials for my own website – CraftyChica.com I treated my website like a magazine. New articles every week, pictures, info to help people get creative.

Rather than make handmade items and sell them, I shared tutorials so people could make them on their own. My Crafty Chica site became a go-to source for Latino-themed DIY and crafts.

Staying consistent led companies hiring me to use their products, demo at trade shows, make video tutorials, authoring books, speaking engagements, etc.

What has kept me going strong is:
– Building a foundation of multiple revenue streams. This gives me flexibility to try new projects, hire help, etc.
– Keeping an open mind to learn new processes and ideas.
– Knowing that everything is temporary, live and appreciate being in the present.
– Showing appreciation to community, subscribers, followers, supporters. They make the magic happen!

Looking back, are there any resources you wish you knew about earlier in your creative journey?

This is something I learned early on, but like to tell other people.

Whatever your passion is, chances are there is a professional trade industry association or conference. Licensed designs, crafts, art materials, book publishing, greeting cards, etc.

Look into joining the association, attending the conference. Invest in yourself and become involved in the benefits, networking, meeting decision makers, etc.

This is something I always do and have found to be a huge benefit in finding new work and opportunities!

Also – just knowing that life is about having fun, don’t take anything too serious. Keep creating, learning, and evolving!

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

The biggest lesson was the “starving artist” mentality when it comes to making a living doing what I love. We were all raised with it! I spent years with this limited mindset of “How can I squeeze a dollar from a dime?” I changed it to: “I have the ability to turn a dollar into $100!”

That shift changed everything. The way I priced my art, my services, my finances. It was knowing my value and what I have to offer is unique. Investing in workshops, coaches, classes to learn to grow.

And most important, staying focused on what I love to do, not making it just about money.

Any of us can make money anywhere, but to make a healthy living doing what we love should be the goal!

Contact Info:

• Website: craftychica.com
• Instagram: https://www.instagram.com/craftychica/
• Facebook: https://www.facebook.com/kathycanomurillo
• Linkedin: https://www.linkedin.com/in/craftychica/
• Youtube: https://www.youtube.com/craftychica
• Tiktok: https://www.tiktok.com/@craftychica
• Store: CraftyChicaStore.com