When Joel and Karla Saravia left El Salvador, they weren’t simply moving to a new country – they were leaving behind the businesses, careers, and life they had spent years building.
After becoming the targets of gang threats and extortion, the couple made the heartbreaking decision to leave everything behind in search of safety and a fresh start.
“We were forced to leave our businesses and everything we had worked so hard to build behind,” Joel Saravia said. “And so we started over from scratch in a new place.”
Today, that leap of faith has grown into Plus Custom Printing, a thriving Pasadena business that has become a one-stop shop for custom printing, signage, apparel, branding, and promotional products. Located at 8201 Ritchie Highway, Unit 3, the company specializes in everything from custom embroidery and Direct-to-Film (DTF) printing to laser engraving, vehicle wraps, murals, business stationery, and eye-catching neon signs.
The journey to owning a successful business in Pasadena wasn’t easy, but entrepreneurship has always been part of the Saravias’ story.
Originally from El Salvador, Karla earned her bachelor’s degree in Clinical Laboratory Science, while Joel earned a bachelor’s degree in Computer Science and later completed graduate studies in graphic design. Both worked in the professions they had studied, but they also came from entrepreneurial families and had businesses of their own. Together, they operated two dairy product stores in their hometown, while Joel pursued another passion by founding an annual modified car exhibition called Super Auto Show (SAS).
Everything changed, however, when local gangs began demanding monthly extortion payments in exchange for allowing them to continue operating safely.
At first, the family paid what was demanded. But as the payments continued to increase, staying became impossible.
Faced with an unimaginable decision, they left their businesses, possessions, and the life they knew behind and began again in the United States.
That same entrepreneurial drive soon resurfaced.
In 2021, the Saravias launched Plus Custom Printing from their home with a single embroidery machine. Initially, they partnered with other print shops that didn’t offer embroidery services. Before long, customers discovered them through social media, and requests for custom embroidery quickly turned into requests for additional products and services.
“As more customers trusted us with their projects, we continued investing in new equipment,” Joel said. “We gained valuable knowledge and built the store we proudly have today.”
As demand continued to grow, the couple knew it was time to take the next step.
Finding commercial space, securing permits, meeting city requirements, obtaining insurance, and building a fully compliant business required countless hours of work and significant financial investment. Despite the challenges, they remained focused on bringing their vision to life.
In February 2025, Plus Custom Printing officially opened its first storefront in Pasadena.
Since then, the company has expanded to offer more than three times the number of services it originally provided, becoming a full-service creative and printing company that produces nearly everything in-house.
“We are the ones who make everything,” Joel said. “Quality has always been at the heart of everything we do.”
That commitment to quality is reflected in every order, whether it’s a custom T-shirt, embroidered apparel, promotional products, business cards, laser-engraved gifts, storefront signage, or a complete vehicle wrap.
“We approach every project as if it were being made for ourselves,” Joel said. “If a product is not created to an excellent standard, we do not believe it is ready to be delivered to our customers.”
One of the company’s most memorable projects involved providing live laser engraving during promotional tours for companies throughout the DMV. The Plus Custom Printing team personalized metal bottles on-site while interacting directly with hundreds of attendees.
“It was an exciting experience that allowed us to demonstrate our craftsmanship in real time and create unique products for each participant,” Joel said.
Every project begins with listening.
The team takes time to understand each customer’s vision, develops a custom design proof for approval, and then produces the finished product using their growing collection of professional equipment.
Just as important as the work itself are the relationships they’ve built in Pasadena.
The Saravias say they immediately felt welcomed by the local business community. They credit supportive neighbors and loyal customers with helping their business flourish.
“We are proud to be a part of the Pasadena community where there is a wide variety of entrepreneurs, local businesses, and established companies,” Joel said. “Being connected to such a vibrant community has contributed greatly to our growth and success.”
For Joel, success is measured by more than sales.
“My family is my greatest motivation,” he said. “Knowing that we help our clients build a professional image, increase their sales, create meaningful experiences, and strengthen their brands gives purpose to everything we do.”
As members of the Pasadena Business Association, the Saravias are excited to continue growing alongside the community that welcomed them.
Looking toward the future, they plan to continue investing in new technology, expanding their services, and helping local businesses stay ahead of industry trends.
They also hope their own story encourages others who dream of starting a business.
“Entrepreneurship is not a short race,” Joel said. “It is a long journey that requires patience, dedication, and consistency. Challenges and obstacles will arise, but they are opportunities to learn, improve, and grow.”
From rebuilding their lives after leaving El Salvador to creating a business that helps countless others bring their ideas to life, the Saravias have transformed adversity into opportunity – one project, one customer, and one relationship at a time.
Plus Custom Printing is located at 8201 Ritchie Highway, Unit 3, in Pasadena. For more information, call (443) 876-2001 or stop by the showroom to learn more about the company’s custom printing, branding, and design services.
