In This Episode of Heart & Hands of a Maker
There are some conversations that leave you fired up, a little teary-eyed, and ready to take on the world. My talk with Julianna Avelar — author, jewel loom inventor and several other looms(!), weaving expert, content queen, jewelry instructor, and creative force of nature — was exactly that.
Jewelry maker, loom and tool inventor, community leader
Julianna’s journey is one of bold pivots, deep introspection, and the kind of entrepreneurial resilience that creatives everywhere can relate to. Whether you’re stringing beads, launching a product, or figuring out your “what’s next,” Julianna’s story is a reminder that passion and purpose go hand-in-hand — but you’ve got to do the work.
In the beginning...
Back in 1991, Julianna had no idea she was about to step into the creative industry. Living in a tiny California town, she was simply looking for a job after her son was born. She answered a call for a production position — and ended up at Aleene’s Creative Living, the brand behind Aleene’s Tacky Glue.
From hand-filling bottles to working behind the scenes on Aleene’s TV show, she quickly transitioned from warehouse production to producing content and eventually, being on camera herself.
“I never had any intention of being on-air. I just loved the idea of producing and managing projects.”
One canceled guest segment led to her stepping in on-air with a handmade wreath. The rest is creative TV history.
“When you have all these cool things you could do, focus on the one that’s actually feeding your soul — and your dinner table.”
To Find Julianna:
Key Episode Takeaways
- Start before you’re ready – Done is better than perfect.
- You can’t serve your community until you serve yourself.
- Stop undercharging. Your work, time, and energy have value. Respect it.
- Know your “why.” When you’re gifted in many areas, you need to focus on what feeds your purpose.
- Build your email list – Social media can disappear, but your list is gold.
- Community is everything – Surround yourself with support, both professionally and personally.
Timestamps
(times are estimates)
00:00 – Intro: Meet Julianna Avelar
01:45 – From crockpots to craft glue: Julianna’s unexpected creative start
06:57 – Her first TV appearance (because of a natural disaster!)
08:17 – Beading beginnings: tackle boxes, fishing line, and a dream
10:40 – Birth of the Jewel Loom & getting a patent
13:51 – Weaving goddess: creating looms with soul
16:40 – E-commerce and entrepreneurship through the pandemic
22:44 – Serving community, pricing right & empowering others
33:20 – Making, money, and the art of giving back
40:08 – Learning, evolving, and embracing the title of “online retailer”
50:23 – Mindset, trauma, and the emotional journey of building a biz
57:14 – Why email is still your most powerful tool
01:01:06 – Final thoughts: resilience, cheerleading, and showing up
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