We recently had the chance to connect with Juliana Castro and have shared our conversation below.
Juliana, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What is something outside of work that is bringing you joy lately?
Lately, painting outside has been bringing me so much peace and joy. As an illustrator, making art is part of who I am, but when I get really busy, creating just for myself can feel almost impossible. My brain feels too full to even think about what to draw.
So recently, I’ve been giving myself permission to take little afternoon breaks and head to one of the many parks near me. I’ll sit down with my sketchbook, look around, and simply paint what I see, maybe it’s a flower, a tree, or the way the sunlight hits the grass. No overthinking, no big plan.
I’ve been using watercolor, which is not a medium I’m used to. It’s unpredictable. Watercolor has a mind of its own, and that’s been exactly what I need. It forces me to loosen up, let go of perfectionism, and embrace the unexpected. It’s okay if the paint bleeds in the “wrong” direction or the colors mix in surprising ways. That little bit of messiness feels like freedom, and it’s been such a gift to my creativity and my mental well-being.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Juliana Castro, a Colombian-born children’s illustrator and the heart behind Juliana Castro Creative Studio and my shop, Arete Creative Designs. My work blends joyful storytelling with a deep love for animals and the environment. I donate 10% of my profits to organizations protecting them, because for me, creativity and care go hand in hand.
At my studio, I specialize in children’s book illustration, especially for first-time or self-published authors who have a beautiful story to tell but aren’t sure how to navigate the visual side of publishing. I believe a children’s book isn’t just about making “pretty pictures,” it’s about co-creating a world that children will want to step into again and again. That’s why my process is intentionally collaborative. I host multiple in-depth calls just about the characters, mood, pacing, and visual storytelling so that the final book feels personal, meaningful, and unforgettable.
Arete Creative Designs, my shop, is the playful side of my brand. It’s where my love for animals, nature, and whimsy becomes stickers, stationery, and art prints—small pieces of joy that people can carry with them. My shop is not open currently but I’m hoping to get it back up and running soon. “Arete” means living with excellence and fulfilling your purpose, and for me, that means using my art to make people smile while also making a difference for the planet.
Right now, I’m illustrating several children’s books, developing my own picture book inspired by a bear and her cubs, and continuing to create nature-inspired art for my shop. Whether I’m painting a sticker sheet or a 32-page book, the heart of my brand is the same: joyful storytelling with a purpose.
Amazing, so let’s take a moment to go back in time. What did you believe about yourself as a child that you no longer believe?
As a child growing up in Colombia, I didn’t believe being an artist was a real career option. You just didn’t see many people making a living from art there, so it never crossed my mind as something I could actually do. I loved drawing—especially animals, which were all I really drew—but I wasn’t particularly good. My mom, who was a doctor, used to lovingly tease me about my sketches, pointing out that a horse I drew looked like it had an injury. I laugh about it now, but back then, it only confirmed my belief that art wasn’t a path for me.
When my family moved to the U.S., everything shifted. It wasn’t until my junior year of high school that I realized art could be a real possibility here. That realization eventually led me to attend SCAD, and now, eight years later, I’ve built a career as a children’s book illustrator. I’ve learned that you don’t have to start as a prodigy to succeed, you just have to be persistent, curious, and willing to grow. What I once thought was impossible is now my everyday reality.
If you could say one kind thing to your younger self, what would it be?
I would tell my younger self to believe in herself. I don’t think she would even recognize me today, because I’ve changed so much for the better. Back then, I was shy, I followed what everyone else wanted, and I tried to be perfect to please people. That people-pleasing side still pops up in my work sometimes, but I’ve learned it’s okay, not everyone has to like you.
I’d tell her it’s okay to be yourself and show your quirky, weird sides to the world, because authenticity feels amazing. Showing up as who you truly are leads to a happier, more peaceful life. And most of all, I’d remind her to love herself, because you’re the only “you” you’ve got. You’re going to be with yourself for the rest of your life, so it’s worth making that a loving relationship.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. Is the public version of you the real you?
Yes, I do try to show up as myself, as authentically as I can. I’m still working on it. Growing in public can be terrifying, and being a people pleaser makes it even harder. But I’m making a conscious effort to share my quirky sides, to show that I’m not perfect, to post the messy art and the things I don’t love, and to be more vulnerable.
In the art industry, there’s often this unspoken rule about how a portfolio or an illustrator “should” present themselves online. I want to push back against that. I want my clients to see all of me—the artist, the horse lover, the conservationist, the silly and the serious. Because at the end of the day, that’s who they’ll be working with. I want to be seen as a real person, not just a faceless account, and I think the best way to do that is to keep showing up as me.
Authenticity might not be the fastest way to grow an audience, but it’s the most fulfilling, and it means that the people who connect with me are connecting with the real Juliana. That’s worth everything.
Okay, so before we go, let’s tackle one more area. Are you tap dancing to work? Have you been that level of excited at any point in your career? If so, please tell us about those days.
Every day, I feel like I’m living a dream. I’ve loved illustrating, drawing, and painting for as long as I can remember, and being able to do it as my career still feels surreal. I genuinely feel lucky.
When I was in high school, I thought success meant having a fancy car, a big house, and a high-paying job. Now, as I’ve grown as both a person and a business owner, success looks very different, it’s having the freedom to decide when and how I work without constantly worrying about bills. The fact that I can do that through my art is something I’ll never take for granted.
I love that I can choose to take an afternoon off to paint at the park or head to the library to research a book. My everyday life is full of little moments that inspire me, and I truly love what I do. Recently, my excitement has grown even more, not just because I’ve improved as an artist, but because I finally understand the business side of things. It wasn’t easy to learn, but now I’m seeing my business grow, more clients finding me, and my art reaching more people. It’s such a rewarding feeling, and I’m incredibly grateful for the abundance and opportunities coming my way.
Contact Info:
- Website: https://julianacastrc.com/
- Instagram: https://www.instagram.com/drawingsjuli/
- Linkedin: https://www.linkedin.com/in/julianacastr/
- Other: https://www.threads.com/@drawingsjuli
Image Credits
All images courtesy of Juliana Castro / Juliana Castro Creative Studio LLC
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