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Paper Tacos

Stories Of Us
How did artist and entrepreneur Jesús Ruvalcaba create his successful stationery series "Paper Tacos"?
Show transcript
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When I begin designing any card, I always wanna make sure there's
00:06
something associated to my culture or traditions when someone
00:11
sees my cards for the first time and they get that reaction
00:13
It's almost like an inside joke.
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That's what I like to see.
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My name is Jesus and I was born in Salinas, California and I
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was raised actually in Castroville, California.
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My mom is from Mexico and my dad is from Sonora.
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Both my parents, they had some education but not professional
00:49
careers, right?
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My dad was a farm worker and my mom worked in the packing companies
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I was the first in my family to go to college and to get a degree
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They don't really understand what I do, but they saw me graduate
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and to them that, that's like the milestone for them, you know
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to see me, you know, graduate a few years ago.
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I was at a fair, it was for Frida Carlos birthday.
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And one of the vendors there was selling, you know, like prints
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of different sayings, you know, like, and I remember uh looking
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over to my fiance and telling her like, oh, you know, those
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would, those would make like cute greeting cards, you know
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like that would be a great get Well cards and we kind of joked
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about it a couple months later.
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After that, I had to shop for a card for my mom.
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I was a little frustrated because I was looking at the Spanish
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cards.
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But, you know, they were very long and kind of sappy and sad
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that memory of going to the fair reminded me, like, how come
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there isn't greeting cards that are really tied into, you
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know, like my culture maybe or what if I just produce like these
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greeting cards?
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I have, you know, an artistic background.
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I ended up producing 15 cards and then luck would have it.
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That almost a year later from that first time I went to the craft
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show, it was coming up again.
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I took my cards and that was the first time I, I displayed my
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cards to, to people paper tacos is a greeting card company
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that creates greeting cards with Latino culture and tradition
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rooted in each card.
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Immediately.
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I saw that, you know, this hunch that I had, that people would
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really like.
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This was confirmed by the amount of people that I was getting
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you know, following me on social media and things like that
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If you grew up with these type of traditions or culture, it
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hits you right away and you get an immediate response when
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someone sees my cards for the first time.
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And they get that reaction.
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That's, that's what I like to see the Latino community as far
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as I see it and resiliency, it's really, really, really strong
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you know, I live in Salinas, California, which is known as
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the solid bowl of the, of America.
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89% of the, all of the produce comes from this area in the United
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States.
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And so if you go to the fields out there, they're still out there
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working like my parents did packing, you know, lettuce broccoli
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all the foods that we love that we eat on our kitchen table
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That's something that just proves that they're so necessary
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and how they're intertwined into the fabric of America.
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My art, you know, it's simple illustrations, but they have
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such an impact on people that I would have never known if I would
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have never put it out there for everybody else out there.
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If they could find, you know what their purpose is.
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As long as they keep that in their focus every day, that's something
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that they could use to keep moving.
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Xfinity is celebrating the diverse voices of our Latino community
04:00
and all the ways we move the world, join us and share yours.