Influencer spends hours building sand sculptures then destroys her creations
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In the world of sand sculpting, one influencer stands out for her unique approach – Janel Hawkins, the founder and owner of Sand Castle University based in Gulf Shores, Alabama. Janel spends hours crafting intricate and detailed sand sculptures on the beach, only to destroy them later, in compliance with sea turtle protection laws in the area.
Janel’s journey into the world of sand sculpting began during her college years when she stumbled upon a Craigslist ad for a sand sculpting apprentice. Despite having no prior experience in art or architecture, Janel decided to give it a shot and was selected for the role. Over the next three years, she honed her skills under a master sculptor, traveling across Florida and immersing herself in the craft.
What started as a part-time gig for Janel soon turned into a full-fledged business venture. In 2017, she founded Sand Castle University, a mobile sand sculpting business that offers various services, including custom sculptures and brand marketing activations. Despite facing initial challenges and juggling multiple jobs, Janel’s business saw a massive boom in 2020, thanks to the outdoor and private nature of their sand castle classes during the COVID-19 lockdown.
As the popularity of Sand Castle University grew, so did their presence on social media platforms like TikTok, where they amassed over 1 million followers. Janel’s innovative approach to content creation, including videos of her destroying her own sand sculptures, has garnered widespread attention and engagement online. She has leveraged social media not only to showcase her artistry but also as a significant revenue stream for her business.
Despite the temporary nature of her art form, Janel embraces the impermanence of her creations, viewing each sculpture as a unique and fleeting masterpiece. She finds solace in the transient beauty of her work, especially during sea turtle nesting season when sculptures must be dismantled daily to comply with regulations. This act of destruction, while necessary, also serves as a poignant reminder of the fleeting nature of art and life.
Over the years, Janel has developed her own distinctive style, drawing inspiration from architecture and unconventional tools to sculpt intricate sand creations. Her innovative and creative approach has led to collaborations with major brands and ambitious projects like sculpting an entire sand replica neighborhood and a living room set entirely out of sand.
Looking ahead, Janel envisions expanding Sand Castle University with master classes and new challenges for returning students. Her passion for sand sculpting, coupled with her entrepreneurial spirit and creative vision, continues to drive her towards new heights in the world of sand artistry. Janel’s story is a testament to the power of passion, creativity, and perseverance in turning a humble craft into a thriving business and a source of inspiration for millions worldwide.