When junior Joseph Hernandez started dancing at Houston’s Bayland Park, the cracked concrete sidewalk was his training ground.

Now, he leads a studio in the heart of Bellaire.

Dance has always been in Hernandez’s blood.

“I’m from Nicaragua, so I started out dancing punta, bachata and cumbia,” Hernandez said. “When I was 3, [my dad and I] used to go out to parties, so that’s when I started dancing, and I really felt the rhythm of the music.”

What started as a childhood passion soon evolved into a successful business.

In October 2021, Hernandez and his close friends launched a dance company, Southwest Boys Production. The group initially provided free services to friends and family, performing at quinceañeras and special events to build the company’s reputation.

Practices at Bayland Park brought his growing team of 11 dancers exposure – and challenges.

“At the park, people saw what we did, and we got contracts just from being there,” Hernandez said. “But at the same time, we needed privacy because other [dance] groups there would try to steal our choreographies.”

Two years later, with increasing clients and popularity, Hernandez’s next step was finding a dedicated space. He rented a space in Sharpstown, Houston, on 7616 Dashwood Drive.

The weather no longer dictated his practice schedule. Southwest Boys could finally operate with air conditioning, noise cancellation and most importantly, mirrors.

“Mirrors help a lot because not only can you focus on yourself, but you can focus on all the [dancers] and catch mistakes,” Hernandez said. “Owning a studio is a completely different experience; I don’t take it for granted.”

The studio inspired Hernandez to refine the company’s image. He rebranded Southwest Boys Production as J’s Lux Production.

“I wanted our clients to see that [we’re] professional – that it’s luxury,” Hernandez said. “We know how to take the business seriously. The dancers respect and understand each other.”

As J’s Lux gained traction, Hernandez brought in three new managers who handle scheduling and finances while he focuses on school and choreographing.

“I can’t take phone calls and messages in school, so [they] find contracts, events and good opportunities for the dancers,” Hernandez said. “The company has grown and [gained] a lot of respect.”

In November 2024, J’s Lux was valued at $8,000, encompassing Hernandez and 40 dancers. Their bookings have tripled since 2023. Hernandez scheduled eight quinceañeras in October 2024 alone. Hernandez clears his schedule yearly in December to prepare for quince expos and competitions.

Hernandez invested $2,000 into a performance slot in the 2023 My 15 Expo at NRG Stadium. He competed with other dance groups like Jay Jay’Z, AB Boys, Classic and Sky Dreams, and used the stage to impress and reach more clients.

Freshman Jocelyn Torres booked J’s Lux Production for her quinceañera this past summer on July 20. Practices began a couple of months leading up to her event.

“My experience was really good,” Torres said. “They have good dances – [there’s] a lot of creativity in them, a lot of different steps and the energy is there.”

Hernandez works closely with his clients. He coordinates quinceañera practices a month in advance, first with the girl of honor and then with the chambelanes, or male court members.

“I plan out the dances and transitions,” Hernandez said. “I see it play out in my mind. I put the people I notice putting in the work in the front and organize them based on their heights.”

For Torres, Hernandez’s work ethic stands out.

“Joseph is good at what he does,” Torres said. “He’s really good at focusing on you, satisfying customers and having everything go the correct way. I would definitely recommend him to my friends.”

Still, Hernandez sees himself as far more than just the company owner.

“I want to show people I’m a leader, but at the same time present my whole group as one team – not as an individual,” Hernandez said. “It’s a community.”

Hernandez’s leadership extends beyond dance. He also serves as one of the vice presidents of LSL, an umbrella club for the League of United Latin American Citizens Club, the Spanish Club and the Latin Revolution Club.

Esther Galo, LSL club sponsor, witnesses Hernandez’s dedication firsthand. Galo first met Hernandez in 2023, when LSL was formed. The Latin Revolution Club president introduced her to Hernandez, who was interested in choreographing dances for the Hispanic Heritage Month Celebration.

“He’s super talented in his dancing skills, and he’s very much one of those students who loves what he does,” Galo said.

Galo became even better acquainted with Hernandez as a student in her sixth period AP Spanish class. For this past October’s Hispanic Heritage Celebration, Hernandez choreographed his class dance – Galo’s favorite performance in the program.

“He taught the kids like a true professional teacher,” Galo said. “He kept the kids motivated, speaking to them in a student-friendly way. It was just amazing to see him flourish, not only in class but also outside.“

Galo sees Hernandez as dedicated and passionate.

“When he does anything related to music, he just opens up, “ Galo said. “There’s a different light in him when he talks about dance, and about his actual group production outside of school, too. They compete outside of school and do all these different choreographies. And it’s not just for Bellaire students. It’s different students within the community.”

In addition to performances, Hernandez has expanded to a new venture: teaching dance classes. J’s Lux offers the Southwest Houston community lessons in hip-hop, Zumba and traditional Hispanic dances, such as huapango and tribal guarachero.

“We like to switch it up so people can just come in and learn different genres and unique dance styles,” Hernandez said.

Entrepreneurship, not just dancing, runs in his family. His mother owns Fannin Flowers, a flower shop in Houston, and his parents’ dedication inspired Hernandez to improve his work ethic.

“I saw how hard it was to make money and realized you have to work for it,” Hernandez said. “I’ve gotten more mature.”

Hernandez’s entrepreneurial ambitions transcend J’s Lux. He recently started a vending machine business, placing his first in a Houston office space.

“I got the idea from my stepdad, who has a vending machine in Fannin Flowers,” Hernandez said. “Since vending machines cost a lot, I found a used one online for $300.”

After college, Hernandez plans to launch a construction company while continuing to grow J’s Lux.

“I used to work [in] construction,” Hernandez said. “I think it would be a cool [business] idea because people are always looking for bigger houses, apartments and newly installed technology.”

Hernandez’s advice to others is simple: never give up.

“When you fall once, stand back up again,” Hernandez said. “You have to put in that work to get what you want. If you have a dream, chase it.”

With multiple successful businesses and a bright vision for his future, Hernandez ultimately attributes his success to his faith. He starts every morning with a prayer of thanksgiving for joy, for a good day and especially for J’s Lux success and prosperity.

“It was like an open window, an open door that he made for me,” Hernandez said. “And I just went through.”

Follow J’s Lux Production on its Instagram page @js_lux_production_.