Meet John De Vera

We were lucky to catch up with John De Vera recently and have shared our conversation below.

Alright, so we’re so thrilled to have John with us today – welcome and maybe we can jump right into it with a question about one of your qualities that we most admire. How did you develop your work ethic? Where do you think you get it from?

I’d say it really started with my family. Growing up in Tondo, Manila, we lived a pretty modest life — it was me, my older brother, and my parents. When my dad decided to pursue photography full-time in the 90s, with my mom taking care of all the admin work, that’s when I got to see what hard work and teamwork really meant. From that, I learned early on how important it is to be detail-oriented, reliable, and loyal when dealing with people.

That experience became the base of my work ethic. My dad always focused on improving his craft, and since he and my mom didn’t rely on paid marketing, they built their business purely on referrals and word of mouth. Their clients kept coming back because of the way they treated people — with honesty and care.

Even back then, photography was really competitive. A lot of new photographers would offer super low prices or even free shoots just to get noticed. It took years of patience and consistency before our family business finally started to grow.

When we moved to the U.S. in March 2005 — right around the time photography was transitioning from film to digital — we basically had to start from scratch. It was definitely challenging, but we applied the same lessons we learned back home: work hard, stay humble, and treat people right. Those values have stuck with me ever since.

Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?

So right now, I wear a few hats. I own a photography business called De Vera Imagery, which I started back in 2019, and I’m also the co-owner of a start-up eyewear brand here in Las Vegas called Archaic Eyewear, which we launched in 2017. On top of that, I’ve been working in the financial industry since I was 19 — so yeah, I definitely like to keep myself busy! Not because I’m drowning in bills or anything (I still live below my means, haha), but because I just enjoy creating and building things from the ground up.

What really excites me is seeing how both brands have grown over the years. It’s been a lot of trial and error, and I’ve learned that success doesn’t happen overnight — it takes patience, effort, money management, and a lot of late nights. But watching something you built slowly take shape is one of the most rewarding feelings.

Lately, my photography work has been focused around conventions and events here in Vegas. It’s been awesome getting to work with both established and up-and-coming brands, and just being in that creative energy. Big conventions like CES are especially exciting for me — being surrounded by new tech and innovation always gives me fresh ideas for my own projects.

As for Archaic Eyewear, we’ve got some new designs dropping this fall that I’m really proud of. We’ve put a lot of thought into the details and craftsmanship, and I can’t wait to share them soon — so definitely stay tuned on our Instagram (@archaic.co) 😎

Looking back, what do you think were the three qualities, skills, or areas of knowledge that were most impactful in your journey? What advice do you have for folks who are early in their journey in terms of how they can best develop or improve on these?

Interpersonal Skills
Honestly, I think this is the most important skill of all. Growing up, I was naturally introverted — and to this day, I still tend to get caught up in my own thoughts. But one thing I’ve learned over the years is that no matter how great your product or service is, if your people skills aren’t there, you’re limiting yourself. Being able to connect, read the room, and genuinely relate to others can take you a long way. The best way to get better is to just keep putting yourself out there — talk to different kinds of people, listen more than you speak, and build your confidence one interaction at a time.

Creative Thinking
There’s your own unique point of view, and then there’s what’s trending out there. The goal is to find that balance between the two — where your authenticity meets what people connect with. That’s your lane. People might try to copy your ideas, but they can’t copy your way of thinking or the heart behind what you create. That’s what really makes your work stand out.

Practice, Practice, Practice!
No matter what industry you’re in, skill takes time. It’s so easy to get discouraged when things don’t turn out the way you imagined, especially early on. I’ve seen friends give up too soon just because the results didn’t come right away. But if you stick with it, put in the reps, and keep learning from your mistakes, it starts to click. Hard work and repetition go hand in hand — there’s really no shortcut to mastery.

Bonus:
Personal Finance
This one doesn’t get talked about enough, but it’s super important. Always know your numbers — your costs, your margins, and how much time you’re putting into each project. At the end of the day, you can love what you do, but it still has to make sense financially. Staying on top of your numbers helps you stay sustainable and keep doing what you love long-term.

What would you advise – going all in on your strengths or investing on areas where you aren’t as strong to be more well-rounded?

You know, people always say being a “jack-of-all-trades” isn’t ideal — but honestly, I think it depends on how you wear those hats. Sure, it can be exhausting at times, but it also teaches you so much about balance, patience, and what really drives you. I’ve learned that you don’t need to be the best at everything — you just need to stay curious, manage your time well, and know when to double down on what you’re great at.

For me, working across three different spaces — photography, eyewear, and finance — has been one big learning adventure. Each one moves at its own pace, and understanding that rhythm has helped me stay grounded. Time management has been my best friend (and coffee comes in a close second, haha).

Back in my early 20s, I thought I was doing everything right — working, studying, keeping busy — but deep down, I felt stuck. I wasn’t creatively fulfilled. Then in 2019, photography found me again, and that’s when everything started to click. It became my outlet — my space to experiment, create, and see the world differently. When I started, I made a small promise to myself: learn one new photography skill every two weeks, no matter how hectic life got. My dad, who’s also a photographer, was there to guide me along the way, and before I knew it, all the pieces started connecting — the discipline from finance, the authentic connections from eyewear, and the heart from photography.

So I’d say go all in on your strengths — but leave room to explore the unknown. Sometimes the things you’re not great at yet end up unlocking the best version of you. Growth should feel exciting, not scary. Stay open, stay curious, and always bet on yourself.

Contact Info:

Image Credits

Photos by John de Vera of De Vera Imagery

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