South Elgin man builds successful business painting faces

Artist Gene Diaz's business is not feeling the effects of the recession.

In fact, his professional face painting company saw 27 percent growth in the first quarter over 2008.

"My industry must be recession proof. We've grown from day one and increased 15 to 25 percent each of the last five years," he said.

Diaz of South Elgin started his business, Jus Face It, nine years ago after watching a face painter at a festival in St. Charles. "I was awed by the transformation of a child into a character," Diaz said.

This is the part of the business that Diaz still enjoys most. "The joy comes in watching the child's reaction when I'm done and hand them a mirror," the entrepreneur said. "It's all about the experience."

Over the years, Diaz has hired six artists to work for him and is looking to add more as the busy season approaches. Birthday parties, community festivals, school events and corporate functions make up the bulk of the business. His client list includes the Chicago White Sox, Blackhawks and Chicago Bulls.

He charges by the hour for corporate events and parties and about $5 a design at community festivals.

Diaz has a book of designs he displays during events to give customers ideas. Superhero characters including Spiderman and Batman are popular picks as well as the Lion King, sports logos and princess-like designs.

"The full-face designs are my favorite," said Diaz, 50. The business owner has been interested in art since high school when he studied graphic design. He believes his marketing degree from Northeastern Illinois University has helped his business grow.

The artist never leaves home without a small face painting kit. "There's always a chance to have fun," he said. He even brought his kit while vacationing in Ireland and took part in a festival there.

Diaz and his wife, Noreen, are raising two daughters, Meaghan, 17, and Melissa, 14.

The artist adds that he enjoys the medium of a child's face. "I was used to painting on a different canvas in the past," he said. Diaz also does airbrushing and temporary tattoos as well as wall murals.

"I'm a creative person," said Diaz, who worked for Eastman Kodak for 18 years before launching his business. "I always tell my kids, 'spill your mind. Let it go all over. Be creative and let it happen.'"

For more information, call (847) 224-0183 or check out jusfaceit.weebly.com.

Wildly popular: The Popcorn Factory Store will be open Saturday, April 4, to give shoppers a chance to shop for Easter.

While the factory has been in operation for nearly three decades, the new store opened to the public about three months ago.

The store features more than popcorn. Candy, cookies and nuts are other highlights. The shop, located next to the famed Internet retailer, The Popcorn Factory, is open to the public from 10 a.m. to 2 p.m. April 4. It is regularly open from 10 a.m. to 5 p.m. Monday through Friday. The shop is at 1390 W. Laurel Drive in Lake Forest. For more information, check out thepopcornfactory.com.

• Kim Mikus covers small business and retail. She welcomes comments at (847) 427-4567 or kmikus@dailyherald.com.