Jocsan "Jay" Gonzalez is the founder and CEO of Selsela, a wooden figurine business. He is a first-generation Mexican-American immigrant who founded the company while raising money for college. The business allowed Jay to graduate as an Accountant and find his dream job. Selsela continues today and is now funding his parent's retirement. The Gonzalez family continues to create new figurines and donates a portion of Selsela's profits to animal conservation.