Customer Introduction

My full name is Juan Carlos Nieto, but everyone knows me as Johnny. I'm the owner of Hello Darkness Creations, a laser engraving business based in Lake Elsinore, California. My journey into this world began during the pandemic, much like many others who found a new passion in a challenging time. I saw an online advertisement for a laser engraver and was instantly hooked, especially with my extensive background in CNC programming, including waterjetting and industrial laser cutting. This path felt like a natural extension of my skills.

Just recently, after 15 years, I made the significant leap from my career at SpaceX to dedicate myself full-time to Hello Darkness Creations. This move allowed me to fully pursue my dream and build the business I envisioned.

What inspired you to buy a laser?

For the first 12 years of my career, I was deeply immersed in CNC programming, operating everything from water jets and industrial lasers to mills and lathes. My journey then shifted into additive manufacturing, where I spent years working with large industrial 3D printers, like EOS machines, fabricating rocket engine components and other intricate parts.

Despite my technical background, the pandemic brought a different kind of shift. I found myself burned out from music (a lifelong passion) and yearned for a new creative outlet. While already familiar with digital fabrication through CNC, a YouTube ad for a Glowforge laser truly caught my eye. Their marketing was incredibly compelling, and with some extra funds available, I ordered one on the spot without much initial research.

At that time, I was still working full-time at SpaceX, but my side business, Hello Darkness Creations, was starting to gain serious traction. Eventually, I reached a pivotal crossroads: continue with my stable career or take a leap of faith to pursue my dream full-time. I chose to bet on myself and dedicate myself entirely to Hello Darkness.

How Thunder Laser Transformed Your Business

I am the proud owner of a Thunder Bolt, and I absolutely adore it. I honestly cannot speak highly enough about this machine. The ease of use is simply incredible: it's a matter of turning a key, selecting your file, and hitting "go." Compared to my previous Glowforge, it’s a night and day difference. With the Glowforge, I constantly had to power it on, wait for it to cycle, and deal with frustratingly random error messages like "turn off your machine" or "reset your Wi-Fi." I've never had to worry about any of that with the Bolt.

It’s lightning fast, and the precision is truly unbelievable. You've likely seen some of the mirror work I’ve produced; it's just insane what this machine can handle. With the Glowforge, I used to crack mirrors all the time, sometimes right at the end of a long, hour-and-twenty-minute job.

That meant an instant loss of significant time and material.The very first time I placed a mirror into the Thunder Bolt, I was utterly blown away. I sincerely wish I had recorded my reaction – I immediately called my wife over, and we both watched in amazement for the entire 12-minute job. When I pulled the mirror out, I couldn’t believe the quality. It was as close to photo-realistic as you can get.

What’s your dream? What do you hope to accomplish with your business?

Long term, my primary goal is to support the music community – a passion that runs deep within me as a musician myself. Having played in several bands, I understand firsthand the struggles artists face in acquiring quality merchandise that not only looks professional on their tables but also genuinely helps them generate income. This very need is what inspired me to get into this line of work.

I've been incredibly fortunate to collaborate with some of my musical heroes already, and I aspire to continue growing these relationships. I work with a diverse range of artists, from small local bands to more prominent names. In fact, I'm currently in early discussions with some truly big bands – nothing I can share just yet, but I'm incredibly excited about the future possibilities. My dream is absolutely to expand further into the music merchandise space.

what advice would you give some who is wanting to start a laser?

Fall in Love with the Craft. “When I discovered laser engraving, it fundamentally changed how I perceived the world. Suddenly, everything around me felt like a blank canvas. Whether I was walking through a grocery store or simply going about my day, I saw endless possibilities – engraving logos on Red Bull cans, cookies, even tortillas. My best advice? Get lost in it. If this is something you genuinely love, lean into that passion fully.”

Trust Your Instincts and Take Creative Risks. “Some of my best-selling products – like the laser-engraved mirrors – originated as random ideas I decided to try for myself. I didn’t know if they would work, but I gave them a shot. If something wild or unconventional pops into your head, try it. You might be genuinely surprised by what takes off.”

Be Patient with Yourself. “There will undoubtedly be days when you feel like throwing your laser out the window, especially if you’re starting with a less capable machine – as I did with the Glowforge. But stick with it. If I had given up then, I wouldn't be where I am now. I am so incredibly grateful I found Thunder Laser through Sam at Maker Supply. That connection opened so many doors and truly helped me build something I love.”

Start Building Community and Relationships. “The laser community is remarkably supportive. I’ve explored other creative communities before, but this one is distinctly different – you can reach out to almost anyone and receive a helpful, genuinely supportive response. The pie is big enough for everyone to eat. We all actively help each other grow.”

Explore Multiple Sales Channels. “Currently, we participate in about four markets a month. These have become our main source of income since I left SpaceX. We strategically focus on markets that align with our brand – punk rock, metal, horror, or Halloween-themed events. Finding those 'home base' markets where we’re known regulars has made a significant difference. Online sales, QR code stickers, and collaborations with bands also play a crucial role in maintaining our visibility.”

Price Your Work with Empathy. “You absolutely have to be mindful of what people can realistically afford. In today’s economy, spending $50–60 on a tumbler isn’t easy for everyone. I strive to keep our pricing fair – enough to make it worth my time, but never so high that it excludes people. That’s what has truly helped us build trust and loyalty within our customer base. Whether someone buys a $5 coaster or a $45 mirror, they’re leaving with something they can genuinely enjoy.”

What's Next for Hello Darkness Creations?