Magician · Clown · Creator · Puerto Rico
JOEL
CRUZ.
Also known as Mr. Dwella. I don't do magic to fool you. I do magic to remind you that not all is lost.
Magician · Clown · Creator · Puerto Rico
Also known as Mr. Dwella. I don't do magic to fool you. I do magic to remind you that not all is lost.
Who I am
I come from the world of art. More than thirty years in the creative industry: music, television, production, education. Always curious, always on the move.
Magic always drew me in. But it was thanks to generous friendships that I found my way. Since then, I've spent more than fifteen years studying and practicing the art of illusion.
I started doing magic as myself — with my own words, my jokes, my ideas. Over time I discovered there were tricks I couldn't picture myself doing as Joel… but Mr. Dwella could.
From that crossroads between music, production and magic, something I never planned but that had to exist was born: an artistic identity, a "mental resident" who explores ideas, effects and emotions.
I'm curious, sharp, playful. Someone who enjoys sparking wonder with warmth. But when the red nose appears… everything changes.
That's where Mr. Dwella is born.
I'm not after applause.
I'm after lingering gazes.
I don't chase the perfect trick.
I chase the perfect moment.
San Juan Es Magia 2023 · 1st Magic Festival in Puerto Rico
The Origin
Sometimes characters aren't born in a creative lab. They're born at a flea market.
One day, walking among the stalls, I found a rather peculiar dress suit. It wasn't a costume — it was simply used clothing, with personality. I bought it without imagining what would come next.
One ordinary afternoon, goofing around with a friend named Barry Barry, I put on that suit, a foam nose and a blue hat that belonged to his wife. And in that spontaneous play, in that accidental mix of elements… Mr. Dwella was born.
Inspired by Charlie Chaplin, Avner the Eccentric and Mr. Bean. A clown with a noble heart and a mischievous look.
The pieces that arrived on their own, one by one.
The Character
Mr. Dwella doesn't always control the magic. Sometimes he provokes it. Other times, it simply happens. And he receives it with surprise, tenderness, or bewilderment. As if the universe knew he was near… and decided to play with him.
His shows are full of real, simple objects: ropes, cups, cards, salt shakers, papers, shoes. His stage can be a theater or the shade of a tree.
Mr. Dwella's suitcase holds secrets that sometimes even he doesn't understand. But he always finds something in there — a clue, a surprise, a new trick.
He doesn't seek to fool. Or to impress. He seeks to connect. His magic is a game. An invitation to marvel together. He treats everyone with respect and joy.
The Philosophy
It's to build a bridge between the everyday and the impossible. And to cross it with you. Because magic isn't about me. It's about you.
Why MagiaTools exists
I spent years looking for something I couldn't find: props and routines that let me be myself, that didn't force me to copy the creator's presentation.
I didn't find it. So I started creating it.
MagiaTools was born out of that need. Every product comes with enough theory, variations and ideas for the magician to make it their own. The trick is the starting point, not the end.
I always include customization suggestions, different versions, and guiding questions that invite the magician to think: how would my character do this?
"Magic should adapt to you.
Not the other way around."
— Joel Cruz, MagiaTools
Who this is for
We're not a mass-market trick shop. We're a space for a specific kind of magician.
San Juan Es Magia 2023 · Tapia Theater · Puerto Rico
The next step
Explore the tools and routines of MagiaTools. Or if you'd like to work directly with me, drop me a line.
