Hex Neon is one of few neon studios in Durham, N.C. Hidden under Wellville Massage and Healing Arts on University Drive, you will almost miss it if you don’t look close enough. 

Owned and run by Danielle James, known as DJ, Hex Neon serves the Durham community’s neon needs. Hex Neon creates made-to-order neon art for businesses around North Carolina. 

Her work ranges from a six-foot tall peacock feather, displayed in Killer Queen Wine Bar in Durham, to a capybara with an orange on its head. DJ also restores neon signs, which mainly consists of countless repairs on vintage beer signs. 

As a creator of neon signs, DJ values businesses with good signage. She notes a quote that resonates with her from her vast collection of neon books: “A business with no sign is a sign of no business.” 

DJ first experienced working with neon during her time studying jewelry and metalsmithing at East Carolina University for graduate school. On a whim, she chose glasswork, which is used to produce neons, as her research project over the summer. 

She began experimenting with neon during an internship with The Neon Company in Atlanta, G.A. Ever since she has been hooked. 

“It’s in every song. It’s embedded in our popular culture in a way that no other light source is,” DJ said. 

After finishing her degree at ECU, DJ went to work and learn at Glas, a neon studio in Raleigh, for over three years. She describes this as “the beginning of everything”. 

She finally started her own business in January 2021, although she has only been in her current studio since December 2023. She shares the space with Sydney Sogol, a classmate from ECU, who owns a weaving business called Syd’s Threads. 

“I think it’s fascinating how she was able to go into the historical components of neon, and how she’s trying to help spread that knowledge through her work with the neon maker field,” Sogol said.

DJ works to promote the increasingly rare art of neon, especially in the age of the competition LED signs they bring to the neon industry, she said. As a response to this, she helped found the Neon Makers Guild to band together neon makers from around the world. 

Even though it can be challenging and can take weeks to months, DJ has remained dedicated to the traditional practice of developing neon signs. Her self-made signs can be seen on display in storefronts all around Durham. 

“I think her approach is coming from an educational standpoint, but also from a high level of craftsmanship and just really caring about every component of it, the history and everything,” Sogol said. 

The studio also offers classes to those who are interested in working alongside DJ to produce a custom sign. Hex Neon has beginner, date night and intensive weekend-long classes for the more experienced, which have proved to be very popular. 

According to the Hex Neon website, the beginner class for two hours is $400, a date night class for two people lasting two and a half hours is $500 and a two day neon bootcamp for eight hours is $1,000. 

DJ values getting to teach the art of neon and share her knowledge with others. Chloe DeHart, a recent ECU graduate, has worked as her assistant for almost two years. 

“It’s really inspiring to see a woman own a business and have her own dream, or whatever it is that she’s doing, come true and be able to do that and work in the community, which I think is super cool,” DeHart said.

As emerging technology presents new competition, DJ thinks of her shop as a safe space where customers can bring any design to life via neon. According to DJ, neon has even become classified as an “endangered craft” in the U.K. 

She said North Carolina is “blessed” to have as many neon artists as there are. DJ estimates it to be around 12 or more artists, which she notes is a large number. 

Through her neon, DJ has been able to establish a strong relationship with businesses in Raleigh, Durham and Chapel Hill. She enjoys getting to provide signage for businesses in the region and build relationships with them. 

“It just felt like being backstage, but in real life. I have a theater background, so I like doing backstage prop and set design. It feels like set design, but for everyday life,” DJ said.