FEATURED WBE___________________________________________ Back To Main Page

Featured WBE Interview
Cristina Serralta

Amazon Printers

Tell us a little bit about Amazon Printers.
Amazon Printers is a woman-owned, minority/SBE certified commercial printing & graphics company.  We specialize in custom and high-end quality printing and promotional products.

What made you go into this business?

It all started as a hobby, or to earn some extra money – a side job. The company started as Amazon Typesetting, back in 1987, doing graphics for local printers. We were a graphics company, my partner would sell the typesetting during the day to printing companies, and I would do the graphics at night after my day job, and it just grew and grew to the point we both quit our day job and did this full time.

Within 2 years, the demand for printing was overwhelming, and in addition to printing, we were also selling computer paper, graphic supplies, artwork and so much more, so we decided to change the name to Amazon Services Inc., so as to have a more broad base name, but to most of our clients, they continue to call us by our web name, Amazon Printers.

What has been the worst or the biggest obstacle you’ve faced or had to overcome?

My biggest obstacle was getting informed and learning all the IRS and tax issues when I became the sole owner in 2002. I have a great accountant, but I over looked tax schedules, and it was a fine to remember.

What had been your biggest triumph?

My biggest triumph was saving Amazon’s name in business. Back in 2002, another printing company opened with our same name, we were getting all their calls and they even went to one of our clients. But they did not have the experience nor our quality of service, and immediately we found out someone was out there misrepresenting us. Due to the fact that our business is well established, for almost 22 years now, (well beyond amazon.com – which some confuse us for), we were able to litigate with a patent attorney and win in our favor, and secure Amazon’s name.

Our legal name is: Amazon Services Inc., but we more commonly use Amazon Printers – now we own over 3 fictitious names to secure the market.

What is the best advice you’ve ever received?

The best advice given to me was, “it takes as long to get a small account as a big one, shoot for the big ones”

Is there anyone who inspired you and why?

I was inspired very young by a lady named Conchy Bretos, who will probably be surprised to hear this. I was working for the City of Miami when I started this company. Ms. Bretos was one of the few people who told me she would help me achieve my aspirations. Back then, in 1987, she was in charge of the City of Miami Commission on the Status of Women. She is a very humble person who has always keep in contact with me, has given me the opportunity to work with her in various projects, and I will always be grateful for her support when I was a very young and naive business person. She gave me the motivation and the assuredness to pursuit my dream, when everyone else thought I was crazy to begin a company when I had a great job.

What is the best book you ever read and would recommend?

About 20 years ago I read a book that has stayed vivid in my mind, and it was written by a Cuban prisoner, Armando Valladades, Against All Hope. This book was about his imprisonment in the Cuban jails. I admired his will and determination; he was a person trying to achieve a goal. Many times in our lives we are put to different tests and obstacles, but if we have a goal, and continue to aspire for that goal, through thick and thin, you will achieve glory at the end.

What is your favorite quote?

My grandmother had a famous quote she would tell me often, I have never known who the author was, but she would say, “Sometimes you have to lose a battle to win the war”.

And another one I cherish is a wise Buddhist saying that I reflect at times, and it says, “when a door closes, it is due to the draft of the open door”

What are your goals now and where do you see yourself going?

My goals right now are to work with my mentor, organize my budget with him, enhance my business through cost analysis, and find cost saving ways that will make my business a more productive and finer toned manufacturing plant. We are projecting that in the next year or two, we will be able to move to a higher level of production and all done with our own capital growth.

How has being a member of the WBDC and WBENC helped you?

Being a member of WBENC has been a tremendous boost for my business. It has given me an opportunity to meet and work with other WBENC members who are working to achieve my same goal. It has given me opportunities to network with Companies that are hard to reach; these Companies are working towards enhancing and multiplying their diversity commitment, thereby giving us an opportunity to meet face to face with their respective buyers or representative. WBENC gives us an opportunity to work together as a united force and mentor each other, from a young entrepreneur, to a well established entity; it gives us a force unlike any other minority association.

What do you want to be remembered for?

I would say, for being an honest person, in today’s times, I find honest people hard to find. I would like to be one that keeps that quality as a major part of my character.

How does someone get in contact with you at Amazon Printers?

I’m really an easy person to reach and extremely assessable, you can email me directly at cristina@amazonprinters.com, or contact me directly at 305/663-0585.  You can also visit my website at www.amazonprinters.com

Thank you Ana Maria and WBENC for giving me an opportunity to highlight my business!