Marshall Madruga may not be a Van Gogh or Monet, but his work definitely makes an impression.
Using an art form called gyotaku, or fish printing, which he learned while in college, Madruga creates impressions by painting fish and pressing rice paper or something similar onto the fish. These impressions have been sold at diverse outlets, from galleries to fly shops, Madruga said.
With this technique, he has built up The Marshall Madruga Collection, a clothing line that encompasses T-shirts, Hawaiian shirts, and is rapidly expanding to include shorts, sweat shirts and other items.
Although Madruga’s career is centered on clothing design, the path there was a little circuitous.
Starting out as a business major at Mesa College, Madruga decided to take a different route after speaking to a counselor. Since he was unsure of his major, the counselor asked him what he would do if he could do anything. He said fishing.
As a result, he attended Humboldt State University in Arcata and graduated in 1994 with a bachelor’s degree in fisheries and biology.
Although he could have pursued a career with the California Fish & Game Department, a forest service or fish hatchery, Madruga decided to follow a career as an apparel designer using his artwork.
Madruga said as a college graduate, the jobs and pay were simply not out there.
– Job Path Different
Than College Major
Going into a career that differs from a college major isn’t that unusual, according to James Tarbox, associate director of USD career services and communications studies instructors.
Students who enter a field with limited career options often change their career path, he said.
Sometimes students aren’t aware of all the options available until they have graduated college, he added.
Experienced in the career services field, Tarbox said that many students can benefit from taking an inventory of their interests and skills. By doing this, students can often narrow their career choices.
In fact, a 1999 survey conducted by the National Association of Colleges and Employers revealed new college graduates rate “enjoying what I do” as the top employment condition.
Feeling that what is done in the workplace matters, survey respondents indicated use of skills and abilities and recognition for good job performance followed in importance.
– No Regrets About
Alternative Career
Although he created his own business, Madruga is happy and doesn’t regret the path he took.
“I can’t say that if I was a business major, I would have benefited from it,” he said, explaining that he has learned just as much about business through hands-on experience.
Returning to San Diego after graduating from Humboldt, Madruga started a company called Fish Stix in 1995. Through this venture, the fish impressions found themselves on surfboards, snowboards, skateboards and T-shirts, he said.
After doing a little research, he found out promoting a name is more valuable than promoting a brand. As an artist and designer he decided to follow the example of designers like Tommy Hilfiger and Donna Karen.
In late 1999, he dropped the Fish Stix name in favor of The Marshall Madruga Collection.
– Products Sold At
Hundreds Of Outlets
Currently, Madruga’s clothing can be found in 200 locations across the nation, he said. Carriers include Sport Chalet, the fishing department of other sporting goods stores, tackle shops, fish markets and restaurants, resort wear and specialty shops, charter boats, fishing lodges and dive shops.
Although Madruga would not disclose sales figures, his sales have increased annually as accounts get bigger and better. This year he said his sales have increased 200 percent and he is presently working with accounts that he expects will increase sales figures 1,000 to 1,500 percent by this time next year.
Madruga is also working on creating an infrastructure that will support this growth, which has been a big challenge, he said.
With life experience as his teacher, Madruga feels that he has a good grasp of his industry and running a business. Still, he said that he continues to learn new things as the business expands.
– Business Longevity
Has Its Own Value
Although Madruga runs the business on his own, he said he is interested in the long-term future of his business instead of just filling his back pocket with some quick money.
“I am happy. Money doesn’t buy happiness all the time. Over the long term, the money will come if you position yourself in the market and produce a quality product,” he said.
As a result, he has shied away from hiring a management team or investors since many are very knowledgeable about the clothing industry and are not interested in longevity.
Citing brands like No Fear, Madruga said that these names sell very well while the image is appealing, but fades in several years.
But longevity and success requires time, quality and service, he said.
For Madruga, this means his clothing will be a high-end product with the best buttons, stitching and fabric.
– Forming Ties
With Investors
Currently, Madruga is in talks with potential investors and forming alliances with key individuals within the clothing industry.
“The most important thing is finding the right people , the ones who have the experience, knowledge and know-how within your market or industry, the ones who are the shakers and movers, not the ones sitting on the fence waiting for you to make it happen and then climbing on board,” he said.
Getting along with those you work with is also important, Madruga said.
“The last thing you need around you every day is individuals who make you feel uncomfortable, don’t respect you or what you have to say, are rude, have an attitude,” he said.
“In this fast-paced business world it seems that the good, honest, sincere, nice individual with moral and ethics is hard to find sometimes.”
– Sharing Knowledge
Based On Experience
While Madruga is busy growing his business, others are learning from him. He currently talks to business students at Point Loma Nazarene College.
With a grass-roots, from-the-trenches perspective, Madruga bluntly tells the students what he has learned through his experience.
While he might sound negative or pessimistic at times, he tries to take the glamour and ego out of running a business and focus on the reality, he said.
First, he asks students where they are going to get money to fund their venture. Madruga then reveals how he, at one time, had maxed out 13 credit cards for his business venture. Luckily, he said, has been able to pay the debt.
Secondly, he points out that it will take five years to break even instead of two or three. The reason: San Diego has a high cost of living, high rents, much market competition and other factors that result in a high overhead.
“Expect the worst,” he said. “You take how much money you think you need and double it.”
Madruga also advises students to work in the market or field of their choice and to learn on someone else’s time while getting paid.
Lastly and most importantly, he drives home the importance of sales.
“Without sales you have nothing. If you do not have sales, how can you pay employees, pay bills and grow the company?” he said.
“Sales are key. The sooner you generate sales, the sooner the bank will be able to lend you money and the sooner a potential investor will sit down and talk with you.”
