Crafter Interview - Betz White

I am a Betz White Fan with a capital "F". I was only exposed to her and her work for the first time a few weeks ago, but it's so cute, and the personality which comes across in her blog and in her work is so infectiously fun, you can't help but become addicted. Just take a look at her felted wool "Cup O' Joe" pincushions with a dollop of "whipped cream" on top and try not to smile. :) See, I can't help it! Lots of her projoects use recycled wool from old sweaters, which also wins her major points with me. Betz has heaps of great info to share today, especially her thoughts on pricing your handmade goods, namely: don't underprice your work. I'm not the only Betz White fan, check out her goods on CUT + PASTE and her recent podcast at CraftSanity

Artist: Betz White, betzwhite.com
Craft: Felted wool goodies

How long have you been in business?
I did my first craft fair December '05, so I guess you could say that's when the betz white collection began. The show was a huge success for me. A gallery owner I met at the show took all of my remaining inventory for her gallery the next day!

How did you get your start?
I come from a creative family. I have a crafty mom, and handy dad, and two artsy brothers! We were always encouraged to make things, enter drawing contests, and generally be creative. My grandmother took notice of my quirky style of dressing and suggested I become a fashion designer.

Do you have formal training?
I have a BS in Fashion Design from the University of Cincinnati. I spent the last 15 years designing clothing for the children's apparel industry. When I was in college I learned to use a knitting machine. Shortly thereafter, I purchased one and began experimenting with knitting wool and felting it.

Do you think you've "made it?"
As far as my "real" career, I feel that I accomplished what I set out to do: design clothes. As far as the betz white line of whimsical recycled wool cuteness goes, I've only just begun! :)

What would it take for you to think you've "made it"?
I'm not entirely sure where I would like my craft life to take me. I know I definitely would like to publish a book someday. It may be that I use my fiber art to illustrate a kids book. I also have a few "how-to" book ideas. I think then I would feel as though "I made it"!

Is selling your handmade items supporting you financially?
At this time it is supplementary income.

What is your day job?
I'm a full time mom, and a part time freelance designer. Three days a week my youngest is in pre-school. Those are my work days. I primarily do applique and embroidery design work for a studio in NY. The studio represents me and sells my work to manufacturers in the kids apparel industry. It's more lucrative than selling my felted wool collection so I try to limit my working days to freelance and my nights to crafting!

What's the best part of having your own business?
Definitely the flexibility. I can have "mommy days" with my youngest and be available to volunteer at the school of my oldest. Since my studio is in my home there is no commute and I save money by eating at home. (Of course, proximity to the refrigerator can pose other problems, but I digress...) It's great to be the one to call the shots and to do what I love. Any feedback I get through my blog or from happy customers is so fabulous to hear and fuels my motivation. Even the parts that aren't my favorite (like bookkeeping) aren't so bad because it's all a part of what makes MY thing work.

What surprised you about having your own business?
Until 2 years ago I spent my career working for major apparel companies. When I left the corporate world I had quite an adjustment. Even though I left for all of the right reasons (more time with my family, a healthier work/life balance, etc) the isolation was a challenge. I was happy not to have an inbox full of email and a schedule full of meetings. But suddenly, I was all alone. Glorious for the first week! But lonely thereafter. I really had to seek out creative interaction. I needed people to brainstorm with and to mutually motivate. Fortunately, I had a former co-worker turned stay-at-home mom to meet for coffee on occasion. My husband is also a designer and is indispensable for feedback and support.

What, if any, resources do you take advantage of?
The internet is probably the richest and easiest source of information. I spend a lot of late night surf time checking out crafty blogs, trend forecasting sites, the switchboards, etc. I also pick the brains of anyone and everyone I know that knows someone that might know something! There's only a few degrees separation between your friends' friends and a person with knowledge that can help you.

My most valuable resource is my aforementioned husband. Right before my first craft fair he designed my website, www.betzwhite.com. He's my photographer, my tech support, and my biggest fan. I'm a lucky girl! :)

Advice for someone trying to make it in your field:
For anyone in a creative field, it's tough to keep fresh and stay inspired. I think it's really important to take small breaks to allow yourself to rejuvenate. I used to feel guilty when I spent time chatting with a friend or visiting the bookstore on a "work" day. It isn't time wasted when you let your mind drift away from the task and come back to it with fresh vision. You never know where inspiration will find you. I always carry a small journal with me and have one on my nightstand. Once you open yourself up to it the creativity flows.

Another important aspect in crafting is pricing. This is one of the hardest things and I struggle with it myself! I have no fool proof formula for this, but do your math. Consider your time and materials. Often times what you should get paid for a particular item is above and beyond what a customer might be willing to pay. Herein lies the challenge. It's up to you to communicate why your item is worth it. Whether it's through excellent photography, detailed descriptions, or customer accolades. Whatever you do, don't sell yourself short. If $50 is what you need to pay yourself decently and not lose money on expenses, then hold tight at $50. If the market won't bear it and you don't sell any, perhaps it's time to rethink the item. Day after day I see sellers on indie crafter consignment websites with rock bottom prices. I wonder, can these people possibly be making ANY money? Pricing too low hurts yourself and other crafters trying to make it by setting the bar too low. Value yourself, value your time, and price smart!

Advice for someone trying to build their own business in any field:
I'd say having a good web presence is important. Clean, professional, and a true representation of your business.

How and where do you advertise your product?
I really haven't done any deliberate advertising. I'd say my biggest "break" so far in getting my work some visibility was consigning with CUT + PASTE. They have a broad customer base. Once my product was on that site bloggers started posting about my work and that drove up visits to my site. I don't currently have e-commerce on www.betzwhite.com so I started a blog to generate interest and promote my work.

What are your future goals for your business?
I'm giving myself the rest of this year to see where things take my crafting business. I have a few craft shows coming up. They are a great forum for connecting with the public and getting firsthand feedback. I have a few wholesale orders in the wings, and most of those are international. I want to do a lot more product development and work on some kid related items. I've started teaching workshops on felting wool and recycling sweaters and hope to do more in the future. And, as I mentioned earlier, I'd love to publish a book!