Judith Costello, Artistic Entrepreneur (and Hauteprenuer Winner!)  

Judith Costello, an artist and writer, is the founder of Unwind Studio: Where Art Relieves Stress, located in Albuquerque, New Mexico. She has master’s degree in Human Development and Art Therapy, blogs with IntegratedCatholicLife.org, CatholicMom.com and Catholic Exchange, writes catechism lessons for Catechist magazine and CatechismClass.com, and has written over sixty-five Craft Columns for New Mexico Kids magazine, complete with how-to illustrations and photos.

This busy, creative entrepreneur has also written two books: How to Pray Like the Saints and  Mariology: To Mary, Our Morning Star, and her artwork can be found on Flickr and Behance. In addition, Judith was a finalist (and selected as one of the winners) for Hautepreneurs’ HauteHopes, a competitive scholarship initiative based in New Mexico to provide a select group of women with mentorship, capital and education to pursue their business or venture.

UnWind Studio is not the latest venture in Judith’s creative journey. She started a national magazine for parents in 1995, writing, illustrating, doing layout and design – as well as marketing it — and kept it going for six years. She went “big and bold” – launching it  nationally,  instead of starting locally and letting it grow big in an organic way. The venture failed – but clearly there were more amazing and beautiful endeavors that Judith was meant to create.

Define entrepreneur.
An entrepreneur is a self-starter. I have always done things my way as a creative person.  It makes it hard to fit into a traditional job mold!

What was the spark or moment that started your entrepreneurial journey? 
I’ve always been on an entrepreneurial journey. But I’ve never focused on it as a “business.” It was only last fall when I found that my family desperately needed me to bring in more income that I began thinking that I need to be a better “business person.” My endeavors at that point were limited. I needed to try something new. I offered to teach visitors to a pumpkin patch how to make corn husk dolls. I was paid $7.50/hour — but it was an eye-opener! Several couples sat down with me to learn how to do this and they all said, “Do this in restaurants. We’ll come. We’ll pay. This is the best date we’ve had in a long time!”

How was your first pitch experience?
I had never heard of a “pitch contest” before the HauteHopes contest, but I’ve done teaching. I know that if I trust my own knowledge and speak from the heart, I usually do okay — except in this case, I thought I would have to memorize it word for word because of the time limit. But that sounded stilted and gave me a dry mouth! It was much better when Lisa and Kelly said, “Just tell us about it.”  (Thank you!!) What I learned is that ninety seconds isn’t as short as it seems.

Who are your heroes? 
My mom is my hero. She’s ninety years old and still goes to jazzercise. She taught art for forty years. She lives by the principle, “If you can’t say anything nice about someone, don’t say anything at all.”

What is your current challenge? 
I turn sixty years old in July, and have been pretty sick for the last month. My husband is eighty-two, and in poor health and on oxygen. Our finances have been cut. We’ve been dealing with a lot of serious challenges.

Your greatest achievement?
Raising two awesome kids!  When I was younger, I never would have said that. But raising kids is amazing. My son is now a student at Notre Dame. My daughter is a dancer with high moral standards at the local high school.

Why are you an entrepreneur?
I’m too old to do anything else! And I don’t have a “traditional” resume that employers understand.

What problem are you solving?
In my business, I want to give people an opportunity to explore the power of creativity in order to lower stress. It’s not meant to necessarily be therapy, but I see that people lose their way in busy-ness. Drawing, painting, doodling and sculpting is a great way to relax.

What problem would you like solved? 
I see a lot of really lost young people these days. Their lives seem to be devoid of meaning. They think that anonymous sex and an alcoholic or drug high is the definition of a “fun life.” I would like to help.

Some of these kids respond to life through art, so I would like to offer support groups to encourage young artists to find a way to use art to influence the world. I know one young lady who draws. But she is out of high school, has no job and no sense of direction. If I could help, that would be awesome!

Item you wish you had invented?
I’d like to invent new ways to sculpt that don’t require lots of equipment.

Biggest regret? 
I don’t have too many regrets.

Which talent would you would like to have?
I wish I could catch up to modern technology — I’m a bit lost with it all!

Best pat on the back you’ve ever received?
Winning a spot with Hautepreneurs HauteHopes!

Advice you wish you’d had (or had followed)?
It’s okay to make money.

Your bio in six words?
“Creating art for a better world.”

Biggest misconception about being an entrepreneur?
Thinking you can wing it. There are things that work….and there are rules…. I’m just learning.

What are you reading?
The Screwtape Letters by C.S. Lewis. He was an amazing author.

If I wanted to do what you’re doing…what’s your advice? 
Love art. Care about people. Learn about business.

What conference would you like to keynote?
I’d like to talk to young people… maybe a college graduation.

Short cut, long route, road less travelled? What’s your roadmap?
I’m on the road less traveled.

Podium you’d like to stand on?
At my son’s graduation from Notre Dame!

The memories of a chef are tastes and smells; what would you say are the memories of an entrepreneur? 
The memories are in your scrapbooks…the things you made happen.

What makes you LOL?   
The laughter of kids or the elderly… there is nothing better.

Who or what inspires you?
Lisa [Abeyta] and Jessica are very inspirational. And the women who were finalists in the HauteHopes competition are truly amazing, visionary women. It was wonderful to get to know them.

What’s the most important startup / entrepreneurship lesson you’ve learned? 
I liked hearing from Rebel Donuts founder Carrie Vender Mettling at Hautepreneurs’ Haute Highlights Conference. She just went for it with her business! And didn’t say no to any opportunity to spread the word about her product. She takes every opportunity to promote her business in truly creative ways!  I liked her Harry Potter birthday donuts…selling thousands!

What would be the title of your biography? 
When I was 17, I worked in a newspaper office delivering stories that came off of “teletype machines.” At that time I was going to write my bio and call it The Girl from Wire Alley, which is the area where the machines were located was called. Nowadays, that title is totally lost in meaning!  Maybe now, I would call it Stumbling Upward.

Favorite gadget?
Cameras and Photoshop.

Your Ferris Bueller moment: if you could goof-off/skip out for a day, what would you do? 
Find one of those amazing tree-houses and explore it!!

Part of the trick to staying focused?
To do the hard stuff first!

You take a three-hour ocean tour and get stranded …what three items do you have with you? 
Prayer book, art necklace and cough drops?!

Do you have any unrealized dream projects? 
I’m writing two books…one on my mother and one on my husband. It’s going to take more focus.

What makes you happy? 
My artwork. It’s my therapy. My writing is also therapy.

What does success look like for you? 
Success is doing what you were put on earth to do. That is not always clear. But when you figure it out, it is wonderful.