We had the good fortune of connecting with Lucero Valle Archuleta and we’ve shared our conversation below.
Hi Lucero, where are your from? We’d love to hear about how your background has played a role in who you are today?
I was born and raised in northern Mexico, in a small industrial city called Monclova Coahuila. During my childhood I watched my parents grow a successful photography business. I grew up helping them in the darkroom, helping style the Brides and Quinceañeras, framing photographs, attending clients, touching up photos by hand, and later on, editing their work on the computer. It’s crazy to remember taking my first Photoshop class back in 1998 when I was only 18 years old. Growing up between studios and photography stores was a total blast.
I was always curious about studying other creative disciplines. So it was only after exploring several other fields, that I got my bachelor’s degree in Industrial Design and Product Development in Mononterrey Mexico, picking up an associate’s degree in Marketing and Communications along the way.
After graduating I moved to Mexico City to do an internship with Ariel Rojo, a well-known industrial designer. After that, I worked for an Innovation agency, RedBox Innovation, where I learned so much about how important is innovation to create, serve and make this world a better place. Both experiences made me fall in love with the process of innovation, where design thinking, communications, marketing, and research are all connected.
In 2012 I moved to Austin thinking it was something temporary, just to practice my English. I was in total culture shock for a few years. I got an opportunity to work for Limbo Jewelry as a metalsmith jeweler and manager of the workshop, which got me into jewelry photography, one of my specialties now. During all that time I was also working as a photographer and finding myself as an artist. I was participating in art markets and showing my artwork at exhibits like East Austin Studio Tours and Mexic-Arte Museum.
When I became a mom something changed for me. Time with my son is precious and I realized my photography talents could give me the flexibility I needed it, so I started to take it more seriously. I think that is probably the biggest problem for creatives, not taking it seriously. But it’s amazing the doors that will open when you finally understand your talents are a business, and your business is your gift to the world.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Lucero Photography is a boutique studio where I provide services for businesses and consumers, focusing on Branding and Advertising, including Product Photography and Headshots for e-commerce, Amazon, websites, and print publications. Recently I’m happy to announce that I’ve also added Product 360 Photography and Product 360 Video Services.
Headshots and Corporates headshots are perhaps what people recognize me for most. I love using colorful backgrounds and getting the best light for my clients. I’m also now offering Composition Group Photos, which are the perfect contactless solution for Corporations.
From my early years, I got a very close look into the epic transformation from analog film to digital, and an understanding that the basic rules of beautiful photography, composition, light direction, and color are exactly the same regardless of the medium. This runs through all my work.
I consider my Fine Art Photography and Creative Portraits my art practice, where clients have a vision, a style, or concept, that we create together through photography. Or they may come to my studio to get a classic portrait, like the old Rembrandt paintings.
So what’s new? During the last year, I have been building a full studio for photography and video at my house. I’m grateful that I get to work from home during the pandemic. I love what I do, and my home studio is something that gives us, my son and I, the privilege to be together and enjoy life as it is now.
Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
Austin is a very interesting city in many ways but here is my take
Go for a walk-run or get a kayak or canoe at the town is so nice to see nature in the middle of downtown.
Grab a coffee nearby, there are several coffee places around town you won’t be disappointed with.
Shopping at South Congress must-visit Limbo Jewelry, Triple Z threads
Eat at Elizabeth Street Cafe, Boulding Creek, Honest Mary, Matsu Ramen, Cuantos Tacos,
Got for a hike at the green belt, there are so many spots around town but I particularly like one near South Lamar is full of rocks and just to fun the sit and chill., but really any is good.
Rent a Kayak at the Bird Lake
Nixta Taqueria for dinner, best real Mexican tacos in town hands down. Tortillas are made from Oaxaca’s corn and they are just genius.
Go for a gallery opening at Mexicarte, La Peña or MACC
Grab a Mezcal at Techo Mezcaleria & Agave Bar or Whislers
Dance at the Sahara Lounge or Esquina Tango
Who else deserves some credit and recognition?
To my parents for teaching me resilience, family values, and giving me the heart of an entrepreneur. To EGBI (Economic Growth Business Incubator) for being so accessible to me always and help me build the foundations of a successful business. To Edson and Anne from Limbo Jewelry for giving me an opportunity and being a continuing inspiration. To the Frida Friday ATX ladies for believing in me beyond what I did for myself. To Federico for encouraging me to be an artist. To my Austin friends who are now my family. To the organization Latinitas for letting me organize and be the curator of the art events at their space in the past years.