AESTHETIC VISION

What this episode covers

Let me introduce you to James Tucker. Sacrifice, self-awareness, having a dream, a student of his craft, and tenacious are all words that describe James Tucker. James grew up in New Jersey, spending most of his childhood and teenage life on his grandparent's tree farm. His grandparents had a huge positive influence on him growing up. In particular, his grandma taught him how to work on machines, how to save money, and how to be a hard worker. These attributes have stayed with him throughout his whole life, where he now runs and operate his letterpress shop, The Aesthetic Union. As James was growing up, he wasn't sure exactly what he wanted to do but knew he loved his high school art class and loved water. At one point, he was going to follow his love for water and join the Navy, but then after he witnessed 9/11, those ambitions changed. James then decided with the guidance of a teacher that he should enroll in a vocational school focused on being a graphic artist. He proceeded to that vocational school, thrived as a graphic artist and was able to apply and get into any college of his choice. After having some fun in a Florida college, he then decided he needed to transfer to a school in Baltimore that would cater more to his art style. The influence of living in Baltimore with its famous historic landmarks running throughout the city is where James found his true calling. At that point, he dreamed of opening a brick and mortar print shop. He pictured himself sweeping the front of his shop with a coffee in hand, waving "hello" to his business neighbors and helping cool customers with their printing needs. Once he decided that was his calling, he knew he would have to move to either New York or San Francisco. He ended up choosing San Francisco. He packed his bags and started his journey towards his dream. Living in San Francisco brought many stressful moments, but he was determined to find a job within the printing industry. First, he worked for a bookbinding company, then got an opportunity to work for a letterpress card making shop, which unfortunately led him to eventually being laid off. At the time of James being laid off, he was maintaining a job at a marina. Working at a marina allowed him to buy a boat in which he decided he would live in rather than rent an apartment in the Bay Area. This was a tuff time for him where he started questioning what he was going to do in life. All while this was happening, James began a little blog called "The Aesthetic Union." This blog was where he posted some of his graphic artwork to share and sell online. Through his blog, his sacrifices and his relentless mindset of not giving up, he found himself with an opportunity that would change his life. He received an email from a company who had seen his work and asked him if he would be interested in establishing a shop for his printing company. December 5th, 2013, is the day The Aesthetic Union brick and mortar shop officially opened. The Aesthetic Union is a letterpress print shop that specializes in custom work and in-house design services. What makes The Aesthetic Union so unique, besides their attention to detail and providing one-of-kind results, is that they offer a community retail experience within their letterpress shop. Their shop carries a variety of writing tools, art materials, notebooks, studio supplies, and original art prints. The Aesthetic Union is a truly creative space. James Tucker is the definition of someone who identified what he was good at, what he loved to do and had the willingness to make the sacrifices to make his dream happen. From growing up on a tree farm in New Jersey to surviving the craziness of living in Baltimore, to living on a boat in San Francisco, James Tucker's entrepreneurial journey is remarkable. http://www.

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