In the Spotlight

DENISE SHIOZAWA:
Not Knowing the Color of Her Parachute

A native Angeleno, Denise grew up in the Crenshaw District with her parents and four older sisters. Through observing her parents, she learned the lessons of hard work, self-reliance, and perseverance as they worked at their grocery store in South Los Angeles seven days a week. Vacations were a rare three-day weekend camping or a trip for a family wedding. Sometimes times were lean, but her parents never gave up, they always had food on the table, and each daughter was provided a college education.

Much in part because they were unable to graduate college, education was highly valued by Denise’s parents. Her father George once dreamed of becoming a doctor, and her mother May attended college for a brief time, majoring in mathematics. During World War II, those of Japanese ancestry were incarcerated in relocations camps – George in Poston, AZ; May in Topaz, UT. After the war, May returned home to help her parents rebuild their flower-growing business in Richmond, CA.

Unlike a couple of her accomplished sisters, Denise was unsure of what career she wanted to pursue. Her sisters all matriculated to UCLA immediately after high school. Three of her sisters earned advanced degrees. Denise first enrolled in community college and was still exploring her options when she earned her Associates of Arts degree. After taking numerous aptitude/interest tests, career planning classes, and reading What Color is my Parachute, Denise took a circuitous journey as a cosmetology school drop-out, waitress, pharmacy clerk, and a buyer at a construction company (in addition to toying with the idea of being a dolphin trainer, forest ranger, and a midwife). Denise went back to school and earned her Bachelor of Arts degree from UCLA.

Not Recognizing Good Advice

May had advised Denise to take a job at a large company so she could move into different positions. “At that time, being young and full of impractical ideas, I thought that didn’t sound very exciting. But indeed, that is the path I ended on.”

Denise was hired by a high-tech firm as a purchasing agent and enjoyed a fulfilling career there, being promoted to successive management roles. They did a great job of providing training on management and many other facets of business. “I appreciate everything I learned there, including how to ask the right questions to understand underlying needs of those to whom you are speaking.”

After the department she worked in was dissolved, Denise used the opportunity to reinvent herself. Having dabbled in intranet sites while at the firm, Denise was keen on working as a website designer.

"I’ll Never Own a Business and I'll Never be in Sales"

Denise went back to school again, this time to learn new skills in art, design, and technology. In 2007, she started her website and graphics firm UmeWorks. Even before completing her studies, Denise landed her first client. “Ever since, in the over 15 years, we’ve never not had projects and clients. I attribute this to our approach of seeking to understand on client's business goals, and thinking about how we can best help them to achieve them. And if there are things we cannot provide them but know of a resource, I’m happy to make that suggestion.

“I appreciate my loyal clientele and those who consider us a partner in their success. I am proud of the clients with whom I’ve started as their website designer and now consider me their Marketing Director. I am also proud of the clients that I’ve been with since they started, and how their businesses are thriving; finding new customers is the least of their concerns. Being a small part of their success is gratifying.

“I found and explored an untapped side of myself as a business owner. This was very exciting, gratifying, and scary.” Denise really enjoys running her own business. This is really ironic because, as a child, when she saw how much her father worked, she vowed to “never own my own a business and never be in sales. But when you have your own business, you are in sales."

UmeWorks has grown from a single freelance website designer to a small website, graphics, and inbound marketing agency.

Denise Shiozawa, Owner of UmeWorks, LLC.

"Not This One!"

“Although I was quite young and did not witness these events personally, one family story has had a lifelong impact on me and my values.

“My father’s grocery store was a decent size for an independent in those days. George, who grew up in Oakland, hired folks from the neighborhood and believed in treating his customers and employees with honesty, fairness, and respect.

“After Saturday piano lessons, my sisters and I would walk to the store so our mother could drive us home. While waiting, we’d often hang out in the breakroom with Carl, the box boy from the neighborhood. One time Shirley, a woman who worked as a checker at my dad’s store, stayed at our house to escape domestic violence. Although I didn’t give any of this much thought at the time, I grew to appreciate the importance and impact of treating everyone as I wish to be.

"When the Watts riot broke out in August 1965, the neighbors stood in front of my parents’ grocery store to protect it, and said, “Not this one!“ For that, I will forever be grateful. My parent’s store was untouched, even though many adjacent ones were burned to the ground."

If You Don’t Know What Your Passion is, Don’t Be Discouraged

"Like my sisters, some folks know exactly what they want to do for work. But if you don’t and feel perturbed when someone advises you to 'live your passion', do not get discouraged. Not all of us know what our calling is. My suggestion is to enjoy your journey while keeping your eye out for meaningful sign posts."

Know What Is Important to You

What do you enjoy doing – even broadly, even if you don’t know specifically? E.g., Details vs. big picture ideas, indoor vs. outdoor, people vs. things, numbers vs. art, etc. What brings you joy? "For me, I enjoy building relationships with my clients organically, and working to help them by providing services that fit their needs. This is not the most scalable business model. But for me, this is what makes me happy.

"And know what your values are. Integrity is critical to me, so I will always be square with my clients.”

"So, know what is important to you. Be sure you are in an environment that supports these. Know your values and live them. Look for opportunities to be exposed to new experiences and knowledge. Then have a plan to get there and see where life takes you. It’s up to you what feels right."

Embrace the Bends in the Road:

"The second concept I suggest is to try not to be too disappointed if plans need to change or if it appears that you have been diverted.

"I believe everything we experience is part of learning and shapes who you are. The ‘side paths’ may turn out to provide you with the most unexpected and important tools you'll use in the future.

"In all experiences, ask yourself what can you learn from this? And experience it fully.” 

Denise Shiozawa of UmeWorks has been working with Ivory Freeman and the Bessie Morris Foundation for over a decade. Ivory appreciates Denise’s help and how she is able to "take my unformed idea with little direction and make it a reality.” And Denise admires Ivory's generous, giving heart and the work she does for the community.

Ivory Freeman gifted a beautiful crystal award to each of the six women selected for the Bessie Morris Foundation's 2023 International Women's Day celebration.

March 2023