Meet Juliana Castro | Children’s Book Illustrator

We had the good fortune of connecting with Juliana Castro and we’ve shared our conversation below.

Hi Juliana, what’s something about your industry that outsiders are probably unaware of?
One thing people often don’t realize about the illustration industry is just how much time, effort, and expertise go into creating art—and that’s a big reason why art can seem expensive. It’s easy to look at a finished piece and think, “That looks simple; why is it so pricey?” But the reality is, there’s an entire process behind it. For example, when I work on a children’s book, I’m not just drawing pictures. I’m brainstorming ideas, researching, designing characters, planning compositions, revising pages, planning layout and text, and making sure every detail enhances the story. From initial sketches to the final artwork, every step requires thought, precision, and care.

Art is expensive because it’s completely custom-made and reflects years of practice, experience, and investment in tools and materials. It’s not just about the hours spent drawing—it’s also about the time spent revising, refining, and making sure the client’s vision comes to life. Unfortunately, many people don’t understand this process, so there’s often pressure to lower prices or work for less than the value of the art.

As freelance illustrators, we’re also running businesses. Beyond creating art, we’re managing client relationships, marketing ourselves, handling contracts, and balancing multiple roles. So when people ask for discounts or balk at the price, it can feel disheartening because they’re not seeing the full picture. This is not “just a hobby,” it’s our livelihood. If you wouldn’t work for minimum wage or less, why would you expect us to?

One of the most important things I’ve learned is the value of educating clients about what goes into creating art. When people see the process—the brainstorming, the revisions, the skill it takes to bring their ideas to life—they start to understand that art isn’t just a product; it’s a meaningful investment in something unique and personal. My hope is that more people come to appreciate the work behind the scenes, because when they do, it helps elevate the industry and the value of creativity.

What should our readers know about your business?
I’m the founder of Juliana Castro Creative Studio LLC, where I specialize in illustration services. My main focus is on creating illustrations for children’s books, stickers, and stationery, as well as brand illustrations. In addition to my services based business, I own an online shop called Arete Creative Designs, which focuses on offering products that celebrate animals, nature, and the environment—things I’m deeply passionate about. What sets my business apart is the care and positivity I bring to every project, combined with a commitment to giving back—10% of my profits go to nonprofit organizations that support animals and conservation efforts.

What I am most proud of is how I have been working to transform my business into one where I can truly make a living from my art. Freelancing is not easy, and building a sustainable, profitable business takes constant effort and determination. I’m committed to finding a way to turn my passion into a livelihood, and every step forward is a reminder that it’s possible. I am excited to see how this transition will benefit my business.

The journey to where I am today hasn’t been easy. After graduating from SCAD, I was terrified no company would hire me because I didn’t feel I was a good enough artist. Instead of waiting for rejection, I decided to hire myself ad start my own business, and that decision has been both empowering and challenging. Starting a business is a challenge on its own, from all of the paperwork to the logistics and technical aspects, plus, of course, imposter syndrome. I have had to find mentors, and teach myself marketing, accounting, and even payroll, and for impostor syndrome, I just try to focus to how far I have come rather than on how much farther I have to go. Seeing my clients happy also reminds me that I am a good artist and that there are people out there that will love my art. Positivity and a good support network have helped me overcome these challenges.

One of the most important lessons I’ve learned, is the power of persistence and staying true to my values. My passion for animals, conservation, and creating meaningful art fuels everything I do. Staying connected to this purpose keeps me grounded and motivated. By always remembering my “WHY” I am able to stay authentic and reach the audience that resonates with me, my art and my products.

Through Juliana Castro Creative Studio LLC and Arete Creative Designs, I hope to show that art can inspire positive change. My goal is not only to create beautiful illustrations but also to encourage others to care for the environment and all living creatures. At its core, my business is about living with purpose, pursuing excellence, and using art to make the world a better place.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend came to visit, I’d make sure they got the full South Florida experience with a mix of fun, nature, and great food. We’d kick things off by exploring Mizner Park and checking out the Boca Raton Museum of Art. For dinner, we’d head to El Balcón de las Américas, where the Colombian flavors are amazing—it’s one of my favorite spots.

Another day, we’d visit the Morikami Museum and Japanese Gardens. It’s so peaceful and beautiful, perfect for a slow morning. After that, we’d relax at Delray Beach and soak up some sun. A trip to Zoo Miami would be a must for animal lovers like us, plus we’d explore Wynwood or Little Havana for a taste of Miami’s vibrant culture.

One of the highlights would be volunteering at F.R.I.E.N.D.S. Horse Sanctuary. It’s such a rewarding experience, and I’d love to share it with them. Afterward, we could do an airboat tour at the Everglades Holiday Park—seeing alligators up close is unforgettable! We’d also take a day to explore Fort Lauderdale, hopping on a boat tour through the canals and having dinner on Las Olas Boulevard.

To wrap things up, we’d visit Palm Beach for some history at the Flagler Museum and some beach time. Back in Boca, we’d check out the Gumbo Limbo Nature Center to learn about local marine life and maybe do a little shopping at Town Center at Boca Raton.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I would love to dedicate this shoutout to a person and one organization. My first shoutout is to my SCAD Professor, Mike Wimmer. Thank you Professor for always supporting me and even mentoring me after college. All your advice in regards to the business of illustration has been extremely helpful in my career. My second shoutout goes to Theispot, and their mentoring program. I was lucky enough to have the opportunity to go through their program and it helped me understand the industry better and what is expected of a professional illustrator. I definitely recommend this program to other illustrators out there.

Website: https://julianacastrc.com/

Instagram: https://www.instagram.com/drawingsjuli/

Linkedin: https://www.linkedin.com/in/julianacastr/

Other: https://www.aretecreativedesigns.com/

Image Credits
Juliana Castro 2024