About

The backstory

Founder Noelia Santos is from Texas, California, and New York, now living in Morocco. She has directed and produced independent films and documentaries since 2011, including projects in the U.S. and Colombia. She named Santos Electric after her grandfather’s small electrical repair business, which he started in the 1940s in a small town located on Highway 90 in South Texas. He was also a hobbyist in photography and film from an early age. Noelia grew up in the family house where her grandfather had built his own darkroom, complete with photographic enlarger and developing materials, an old Bell & Howell projector, and reels of 8mm films that he’d shot and developed himself. Though he died before she was born, she suspects she inherited his fascination with the image-making process and DIY aesthetic and applied it to her own work.