Today we’d like to introduce you to Jonathan Beall.
Hi Jonathan, thanks for joining us today. We’d love for you to start by introducing yourself.
My name is Jonathan Beall and I’ve been running Sertodo Copper for about 25 years. I grew up here in Austin, which has been a great springboard to jump out into the world from, such as when I had been working here for an internet company in the mid-nineties that had the brilliant idea of selling information on the internet. Their crash and my meager severance pay gave me the chance to camp around beaches in Mexico for a few weeks, where I ran into a guy pulling copper out of the back of his truck to sell on the side of the road. Glinting sunlight, shiny metal, solid weight, real craftsmanship – I was bedazzled, felt the inspiration that creates vision like I had just been rubbing Aladdin’s copper lamp. I love a good story and this one just got deeper the more I looked at it. So I dove in, turned my truck around and drove down to Michoacan, Mexico to this village that has been working with copper for over 1000 years.
How did I get where I am today: Perseverance and relationships.
Perseverance: Sliding down from peaks and bouncing off the bottom several times offered a wealth of knowledge and experience. Keeping at it allowed me to put that knowledge to use.
Relationships: It gives me a religious feeling thinking about the people my work has connected me with. Jesus said do unto others, and some saint of capitalism said good business is a win-win for everyone. Money burns easily, but relationships will help pull you through the fire.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Easy path? Hell no, it hasn’t been an easy path! But I don’t want to give the devil a bad wrap. Going through hell is a very effective reset and mental scrub. Some of our specific struggles along the way:
– Finding where we fit, what’s our niche. Then, adapting that fit to the inevitable change that’s coming, whether seen or not. Sometimes you have to just put it out there to find where it fits.
– Handling growth. The deep understanding that comes from working with this business for 25 years serves for the tone, guidance and cohesiveness. I don’t measure when I cook and I’m not very organized. So bringing in good people who can help get systems in place is a godsend. Accessing the talents of others makes execution much smoother and more efficient, which equals more time and quality of life.
– Boundaries. Running a business can easily consume your entire life. Setting good boundaries is important, along with the good folks from the previous point.
– Increasing social instability related to a crisis in governance, mostly in Mexico.
– The devil’s in all these details.
Alright, so let’s switch gears a bit and talk business. What should we know?
Since 1997, Sertodo Copper has been creating high-quality copper goods using traditional and modern craft from 100% recycled copper.
We are based in Austin, Texas and Michoacan, Mexico, with over 30 people working in a familiar environment. Our business bridges cultures, creates opportunities, and produces beautiful work that is made to be used and made to last for generations.
Our production focuses on the kitchen, bar, and a particular aspect of ayurvedic health related to copper and good quality drinking water.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
We bank a lot on the historical momentum and encoded attraction between humans and shiny copper that’s been going on for the past three or four thousand years. It’s great to have around for many reasons.
Old-timey feelings and new timey mediums. Word of mouth has always been our best marketing and endorsement. We are a long way from where we started, selling it out of the back of our truck from town to town. But the ability to give some taste of that type of interaction through all the new mediums of communication, that’s a good thing we want to continue sharing. The new mediums make the mouth much bigger for spreading our word.
Pricing:
- Sure, y’all can run a 10% locals discount for anyone who wants to stop by the shop and get some copper.
Contact Info:
- Email: info@sertodo.com
- Website: www.sertodo.com
- Instagram: Sertodo_Copper
- Facebook: Sertodo Copper
- Youtube: https://www.youtube.com/channel/UCQnYBMcSqo9G2QTfa6n65DQ
