From a small cubicle space located in a basement on Main Street, Joseph Brancaleone is living out his dream of starting his own business.
Last year, Brancaleone, 22, opened Hemoglobin Boarding Co., with an eye toward custom designing and painting skateboards and longboards; a longboard is primarily a longer skateboard, designed for travel, not tricks.
He applied for the small basement space through the Cape Ann Business Incubator last April, and the shop was open for business in early May.
Although it is a small space which he shares with other businesses, there is enough room to display his completed boards that are for sale, and it allows a place for Brancaleone and artist Grant Harris to paint the custom designs onto the boards.
Along with running his 9-month-old business, he is also offering workshops through Cape Ann Art Haven, where patrons can design and paint their own boards from start to finish.
Brancaleone said it was always on his mind to open a business like Hemoglobin; he just didn't know when his dream would become a reality. He thought he would be designing Web sites to make a living before he could ever open a skateboard design shop.
But after graduating North Shore Technical High School in 2005 as a graphic designer and ITT Technical Institute in 2007 with a degree in multimedia, he found himself working in a kitchen at a restaurant.
He quit this job to spend two weeks in Florida to help take care of his grandfather, who was then recovering from a stroke. Returning from the trip, he said his "eyes were opened" — he wanted to create a business plan for the custom design shop instead of returning to a kitchen.
"I was ready to get out and wanted to do something with my degree," said Brancaleone. "I realized I don't know how long I will be on this plant and I wanted to do something positive."
He came up with the name Hemoglobin for the business after hearing the word in a song and looking up what it meant. Hemoglobin, in literal terms, is a protein carried in red blood cells, and it ties into the ideal tagline for his business, "It is in your blood," he said of boarding.
Now, Brancaleone has teamed up with Art Haven to conduct classes in which people can design and paint their own longboards. The three-session workshops cost $110, including the price of the board.
Participants can choose from three board shapes and everything needed to apply their design is provided. The next workshop will start Feb. 7 and continue for the next two weeks on Sundays from 1 to 5 p.m.
Brancaleone, who grew up in Gloucester, said it took 29 days for him to sell his first board after opening, but that the "word is getting out" about his business. He said he wants to stay in Gloucester because he loves the ocean, most of his family still lives here and he "likes the community."
A skater for more than 10 years, he said he's an advocate for wearing helmets; he also said he sells helmets for cost, or slightly over.
Brancaleone said he's now working on a business plan to open his own Main Street storefront, and wants to eventually add surfboards and bikes to the mix.
He also hopes to increase his online sales at hemoglobinboards.com.
"I've always wanted to do this," said Brancaleone. "It incorporates two things I love: longboards and art."
For more information on Hemoglobin or the sessions at Art Haven, call the business at 978-325-3947.
Jonathan Phelps can be reached at 978-283-7000, x3447, or via e-mail at gt_reporter@gloucestertimes.com.
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