Today we’d like to introduce you to Adriana Soto.
Hi Adriana, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
My journey into jewelry making began more than 20 years ago with a simple gift. One summer, my daughter came home after visiting her grandparents in El Paso carrying a jewelry-making kit my mom had sent with her. My mom has always loved collecting craft supplies, so she thought it would be something fun for us to do together.
As we started making little jewelry pieces, I completely lost myself in the process. Before long, my daughter had wandered off to play, and I was still happily sitting there making jewelry. That’s when I realized I had found something I truly loved.
That little kit led me down a path of lifelong learning. I took my first beading class at Michael’s, followed by a wire-wrapping class in the Houston Heights, and eventually enrolled in metalsmithing at the Museum of Fine Arts, Houston’s Glassell School of Art. Looking back, I realize I’ve always loved being a student. Every time I wanted to grow, I found another class to take.
Building a jewelry business wasn’t a straight path. While I was learning my craft, I also worked part-time jobs to help support our household. My husband David and I were raising our daughter, Zoe, who had dyslexia and faced challenges in school. She was always my priority, and helping her discover her own creative gifts became just as important to me as building my own career. We explored sewing, cooking, and art classes together because I wanted her to know there were many ways to build a meaningful life through creativity.
David, Friends and family eventually encouraged me to sell my jewelry. Since I had already helped David with his eBay business, selling online didn’t seem so intimidating. When I discovered Etsy, I thought, “Why not?” I opened Adriana Soto Joyeria not only to challenge myself but also to show Zoe that it’s possible to create a career doing something you truly love.
As my confidence grew, I began approaching local shops. One of the biggest milestones was walking into the Museum of Fine Arts, Houston gift shop with my jewelry and asking if they would consider carrying it. To my excitement, they said yes. I was also fortunate to have my work carried by High Gloss Houston, where Kim and Lisa Glosserman generously shared advice that helped me grow both as an artist and as a small business owner.
Like many creatives, I still needed a steady paycheck while my business was growing. Working at Nordstrom’s Trend Jewelry department taught me invaluable lessons about retail, merchandising, and customer service. Later, I accepted a part-time position at the MFAH gift shop, which gave me the flexibility to focus on my Etsy business. Before long, the consistent sales I had dreamed about became a reality, and I was thrilled when Etsy featured my jewelry in Editor’s Picks and one of their marketing emails.
One of the things I’m most proud of happened outside my own business. Zoe eventually attended the Glassell School of Art herself, where she studied metalsmithing, earned a scholarship for her work, and is now a full-time jewelry artist. Watching her build a creative career of her own has been one of the greatest joys of my life.
My love of learning hasn’t stopped. A few years ago, I returned to Glassell to study ceramics, and today I create many of the ceramic beads I incorporate into my one-of-a-kind necklaces. (At this point, it’s probably obvious how much I love the MFAH!)
Growing up in El Paso, surrounded by the cultures of Mexico and New Mexico, naturally shaped my artistic style. My work is deeply influenced by Southwestern design and Mexican folk art. Today, my specialty is hand-cut metal jewelry made to order, along with occasional one-of-a-kind pieces that allow me to explore new ideas and techniques.
These days, I primarily sell through my own website and Etsy, with the occasional wholesale order. What means the most to me, though, is the connection I’ve built with my customers. They send the kindest notes and photos wearing my jewelry, and those messages never get old.
Looking back, the journey wasn’t easy, but I always believed it was worth fighting for. Today I get to create from my home studio, share life with my high school sweetheart, David, and our cats, and watch our daughter thrive as an artist. I never could have imagined that a little box of beads would grow into the life I have today, and I feel incredibly grateful for every step of the journey.
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?
It definitely hasn’t been a smooth road. Like many creative entrepreneurs, I built my business while working part-time jobs to help support my family. There were times when I had to pause my jewelry classes, work retail, and fit my creative work into evenings and weekends. At one point, I was even making jewelry in a closet because it was the only workspace I had. Building a handmade business takes patience, and sometimes you simply make the most of whatever you have.
One of the biggest lessons I’ve learned is that being an artist is only part of the job. You also have to become a photographer, marketer, accountant, customer service representative, shipping department, and business owner—all at once. Those were skills I had to learn along the way.
Another challenge has been balancing creativity with running a financially healthy business. From the beginning, I’ve chosen to grow my business slowly and intentionally, A huge part of that mindset comes from my husband, David, who has always been excellent at managing money, while I’ve tended to be a bit more of a spender. Thanks to his steady influence I’ve cash-flowed my entire jewelry line and have never gone into debt to build it. I’m very proud of that decision, even though it has meant making sacrifices. It hasn’t always allowed for the kind of travel that can inspire new ideas or create exciting content for social media, but I wasn’t willing to take on debt just to keep up with an algorithm. Instead, I’ve learned to find inspiration much closer to home—in the Southwest, Mexican folk art, nature, museums, and everyday life.
Even after more than 20 years, there are still new challenges. Social media has become an important part of running a creative business, and it can be difficult to get your work seen with so much content competing for people’s attention. As a Gen Xer, I’ve had to learn that world as it’s evolved. I’d much rather spend my time at my workbench than in front of a camera, and there are certainly days when something I love doesn’t get much engagement. But I’ve learned not to measure the value of my work by an algorithm. Instead, I focus on creating work I’m proud of and trust that the right people will find it.
Looking back, every challenge has taught me something. Whether it was making jewelry in a tiny closet, working part-time jobs, building my business one step at a time, or adapting to an ever-changing online world, each experience has helped shape the artist and business owner I am today. Somehow, I always knew this was the path I was meant to be on. It wasn’t always easy, but I believed it was worth fighting for, and I’m grateful I never gave up.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I make handcrafted jewelry and small accessories under my brand, Adriana Soto Joyeria. My specialty is hand-cut metal jewelry made primarily from aluminum, brass, and copper. Every piece begins as a flat sheet of metal that I cut by hand with a jeweler’s saw. From there, I file, shape, hammer, and texture each piece before assembling it into the finished design. Once it’s complete, I’m also the photographer, packer, and shipper, so every order is truly handled from start to finish by me.
Working with metal is definitely what I’m best known for and what I enjoy the most. I love transforming a simple sheet of metal into something beautiful that someone can wear every day. I also enjoy combining my metalwork with semi-precious gemstones, which add color, texture, and personality to many of my designs.
A few years ago, I added another creative outlet to my work by learning ceramics. I now create many of my own ceramic beads, which I often make in the fall when the weather cools down a bit—my kiln does a pretty good job of heating up the whole house! I love incorporating those handmade elements into my one-of-a-kind pieces because they allow me to bring even more of myself into each design.
My artistic style is deeply rooted in my upbringing in El Paso, Texas, where I was surrounded by the cultures of Mexico and the American Southwest. Those influences naturally found their way into my work, and over the years I’ve become especially known for my Mexican folk art-inspired designs, particularly my papel picado collection.
What I’m most proud of isn’t any one design—it’s my customers. Some have been collecting my work for many years, and I still can’t believe what this little business has grown into. I never take their loyalty for granted. Receiving heartfelt messages and photos of customers wearing my jewelry is one of the most rewarding parts of what I do, and I’m incredibly thankful for each and every one of them.
Beyond my Southwestern and Mexican folk art aesthetic, I’d like to think what sets me apart is the care I put into both my work and my customer service. I believe people remember how they’re treated just as much as what they purchase. My hope is that every customer feels appreciated, whether it’s their first order or they’ve been collecting my work for years.
Alright, so to wrap up, is there anything else you’d like to share with us?
If there’s one thing I’d like readers to take away from my story, it’s that you don’t have to have a fancy studio, expensive equipment, or everything figured out before you begin. I still use many of the same tools I bought when I took my first metalsmithing class at the Glassell School of Art all those years ago.
What matters most isn’t having the perfect setup—it’s having the curiosity to try, the grit to keep going when things get hard, and the imagination to see what’s possible. Every artist starts somewhere.
And once you start making something you’re proud of, don’t be afraid to share it. Between the art shows I’ve participated in over the years and watching my daughter sell her own work at shows today, I’ve been reminded time and time again how much people genuinely love supporting artists and makers. You’d be surprised by how many kind, encouraging, and generous people there are who truly appreciate handmade work.
In a world where the news can sometimes feel heavy, those moments have been incredibly grounding for me. My customers and supporters have become so much more than people who buy my work—they’ve been my biggest cheerleaders and, in many ways, my lifeline. I’ll never stop being grateful for them.
You never know where one class, one idea, or one small project might lead. I certainly never imagined that a little jewelry-making kit my mom sent home with my daughter would become my career. If my story has taught me anything, it’s that you don’t have to start with everything—you just have to start. All you need is a little grit, a lot of imagination, and the courage to share what you create with the world.
Contact Info:
- Website: https://adrianasotojoyeria.com/
- Instagram: @adrianasotojoyeria
- Other: https://www.etsy.com/shop/AdrianaSoto
