I felt a sense of pride today to see former Make It Crafter Interviewee Kathy "KJ" Jeffords in the Etsy Quit Your Day Job feature. After three years of hard work and determination, KJ is now fully supporting herself with the income from her artwork. She gives great info in the article about some of the steps she took to reach her goal. Congrats KJ!
Read her Crafter Interview from 8/28/2006 here, then read the Etsy feature from 12/1/08 here.
(image from the Etsy article)
I'm bringing back the Crafter Interview feature that I ran on this site for the first year...but, with a twist. I'm going to be checking in with all the crafters I interviewed the first time around and seeing what they've done with their business in the two years since the first interview. I think it will be fascinating to get updates on everyone's progress, and really show how unpredictable owning your own business can be.
Today I'm kicking things off by checking in with Sharla Olivieri of Sharma Designs. I recommend reading Sharla's original Crafter Interview here, and then coming back to read her update below.
Shop: sharmadesigns.etsy.com
Blog: www.sharmadesigns.typepad.com, www.rarebirdfinds.typepad.com
Original Interview: June 19, 2006
How many years have you been in business?
Well I started Sharma Designs in 2002 but I did take a year sabbatical when I was pregnant with my second daughter and into her first months.
Please update us on what has happened with your business in the two years since the last interview:
I have scaled down Sharma Designs since my original interview on Make It. When I found out I was pregnant with my 2nd child I was coming out of a very successful Christmas season and I was burnt out and overwhelmed with the idea of being a mom to a toddler, a newborn and running a business.
I closed my main website and opened an Etsy store instead. Etsy allows me to make things work for me and my family. If I have a few weeks where I need to focus on my family and put Sharma Designs on the back burner I can do that without the stress of hosting fees, tech support, merchant fees and such hanging over my head.
Is your small business supporting you financially?
It definitely helps. With the birth of my second child I became a SAHM so the extra money is definitely nice to have.
Where/how do you advertise your business?
Since opening my Etsy store in February 2008 I have only advertised on Rare Bird Finds, which is a shopping blog that I co-run. I have had a great response there.
I have also had a few blog mentions which is always nice. I've also had a great response to sponsoring giveaways on various blog sites.
Do you think you've "made it"?
Ha ha. Well, I've "made it work" for me. This is a time in my life where my kids are going to get most of me so I have to be flexible with my business. Originally I was going to quit completely and I did for a year but I just couldn't stay away. I really love what I do and I need that "me" time after a long day with 2 little ones. I'm really happy that I have the opportunity to make and sell jewelry at all. My husband is very supportive of my efforts and doesn't complain too much when I head straight for the bead room once the kids are down for the night.
How do you plan for the future of your business?
Right now I definitely take opportunities as they come. Some day I hope to again have a more formal business. After leaving my job when the baby was born I definitely never want a desk job again so when the babies are all in school I plan to ramp things up.
What are your future plans?
Just keep doing what I love and accessorizing women across the country with one of a kind jewelry
This week's Crafter Interview is handbag maker Sheila D. As a web designer by trade, Sheila has a couple of great tips for free programs you can use to manage your website. Additionally, check out her recommendations fror how to make your product stand out if you've got alot of competition, like handbags.
Info: Sheila Djiwatampu, Handbag Designer, www.sheilad.com
How long have you been in business? Almost 2 years
How did you get your start?
I always wanted to have a store selling knick knacks. When I confided
this to my close friend Marlo, he said that he thought selling stuff in
a bazaar would be good practice for me. Without any warning, he
registered for a booth right away, and left me panicking and trying to
decide what to sell within a week's time. I decided to make and sell
tote bags. I owned a tote bag that had a cute pattern on the outside
and a nice solid pale blue color inside. For my own creation, I thought
that if I used a quality fabric with more heft to it for the inside,
then people could use both sides. I immediately thought corduroy would
be a good choice for that. One side solid color in corduroy, and the
other side patterned in cotton. My friends loved them, each bought a few and left me with only several bags before the bazaar started. After
this positive reinforcement, I naturally thought that selling them on
the web would be a good idea. Etsy was in beta at that time, so I
started putting bags on there. Selling totes on Etsy helped me realize
that the larger world would be interested in my creations and also
opened my eyes to the huge crafter community on the internet.
Do you have formal training?
I graduated from Art Center College of Design in Pasadena, majoring in Graphic Design.
Do you think you've "made it?"
No, not yet.
What would it take for you to think you've "made it"?
When I have stable production and sales (income). In essence
that means when I can fully support myself by selling these bags, and I
can delegate part of my work by having people working for me. (Not only
that I can afford to support myself, but also I can afford to pay
others). Also when my brand is well known and people trust my brand, my
product.
Is selling your handmade items supporting you financially?
Partially.
If not, what is your day job?
I also do freelance graphic design/web design (online portfolio).
What's the best part of having your own business?
You work within your own time frame. You design something (work)
because you choose to, not because your boss tells you to do so. You
are your own boss. And it is such a great reward when you succeed in
it. It gives me pride in my own achievements.
What surprised you about having your own business?
It is not something that I planned to have. It just happened
gradually, because of people's interest and demand. I started making
bags for fun, a close circle of friends and family liked them and
bought them, and then other people began to appreciate them. Then I
made more bags because people were buying them, and eventually made a
website to sell them. Soon enough people started to feature my bags in
their blogs and magazines, then stores and wholesalers were interested.
The next thing I know I have a business running! It's great!! I am
still surprised that doing what you enjoy doing can turn into something
big, into a business simply because others love what you are making. It
is the best feeling.
What resources do you take advantage of?
Discovering beautiful, affordable, designer fabrics on a visit to my hometown in Jakarta, Indonesia.
Advice for someone trying to make it in your field:
There are so many people selling bags out there -- it might make
you think there isn't room for another one. The most important thing is
have your own original and unique style. Once you have a stable production, promote and update your
products regularly to magazines, blogs, stores, and wholesalers. Give
samples to press. Out of the many places you approach, one or two will
be interested, and that's where it counts, so don't get discouraged if
promising avenues end up going nowhere.
Advice for someone trying to build their own business (in any field):
Growing a business doesn't happen in an instant. It is a long
process, and it takes time to get to a turning point, and you have to
be patient. The key to doing your own business is you have to enjoy
what you're doing, and that's what keeps me going.
How and where do you advertise your product?
I printed a bunch of
cards and dropped them in cafes, and even handed them out to people I
would talk to to in cafes, streets, and friends of course. One
serendipitous event was when Rena Tom from Rare Device picked up one of
my cards in Parco, a friendly coffee shop in Park Slope, Brooklyn. She
was just starting the shop and asked if she could carry my bags, and
this ended up becoming my first wholesale experience. It's nice when
your first wholesale experience can be with someone as friendly and
understanding as Rena. She included me on the designer list on her
website, and to this day it's a consistent source of traffic to my
website and has led to some important press attention that catapulted
me to a higher level. I haven't tried any formal advertising yet,
but I'm currently working on a blog, because it's obvious that making a
blog about your business is a very effective way to promote your
products. It engages people to have interest in your products as well
as what you're doing. Your loyal customers will have fresh information
on new items or any updates you want to share. Your insight makes it
more personal, and helps create a special relationship (bond) with your
customers.
My future goals for advertising are to try some
discount promotions with various blogs and websites, but it's a little
complicated, because my current shopping cart from PayPal is somewhat
limited in functionality.
What are your future goals for your business?
Since
my textiles are all limited, end-run fabrics, it's an ongoing process
for me to come up with new color combinations. I recently introduced
pouches as a way to make use of fabric pieces that were too small to
use for totes. I have so many ideas for future products, including new
bag collections, and I hope to eventually move in the direction of home
interior decoration products. Before I can do that, I need to make my
website dynamic (database-based), so that I can more easily maintain
it, and beyond that I want to move to a more flexible shopping cart.
PayPal is cheap and easy to use, but that ease-of-use comes at a price.
Can you speak anymore on the following topics:
-approaching store owners
-crafts fairs
-trade shows
I
don't have much to offer in this realm -- they're all things I plan to
focus on in the coming year. Most of my wholesale contacts so far have
been garnered from online press.
-starting and maintaining a website
An attractive website is very important (that's what keeps them
browsing on your shop), simple navigation, clear engaging pictures, and
downloading time is key! If your website is slow because you have
graphics/images that are too big, people will leave instantly.
Customers don't like to wait. That means you lose a customer. Right now
my website is primarily static HTML, which takes forever to maintain.
Luckily I am a web/graphic designer by trade, and a decent
photographer, so I can create all of my own images. We're currently
working on making the site database-based, which will free up a lot of
time and make product introduction much more flexible. I use
Google Analytics, a free service, which gives me a fine-grained view of
web traffic and helps me decide how to change my content based on what
people are searching for or how they're clicking on my site. Another
free service from Google is Sitemaps, which you use to create an XML
"map" of your website and upload to Google. This helps the Google
search engine robot know what pages it should crawl and index on your
website. Along those lines is search engine optimization, something
I've learned a lot about over the past year, but it's probably a little
too much to go into in this interview.
-your branding and packaging
Good
branding and packaging suggests reliability. It's more believable.
Notice yourself when you shop, most likely you will pick products that
look engaging, look nicer (And that's when the branding and packaging
talks. Packaging does matter!) I have a consistent look from my website
to my Etsy shop to my stationery. I'm very detail-oriented, and I think
that my customers like that.
Michelle Smith juggles numerous hats as small business owner, part-time web-designer, local craft fair creator, and online boutique owner. Read on for information about the origins of her mini crafty empire.
Name: Michelle Smith
Business: Accessories, www.michelle-s.com ; Craft Fair Founder, www.rockandshopmarket.com ; Online Boutique, www.smashingmirrors.com
How long have you been in business?
Since 2004
How did you get your start?
I began my businesses while serving as Promotions Director for WXDU, a local college radio station here in North Carolina. I organized a fundraiser that combined a silent auction featuring indie designers from across the country and live music by local bands including The Rosebuds. The event was the most successful in the station’s history and I realized I had a good thing going. From there I started Smashing Mirrors, an online boutique that sold goods from emerging designers and then profiled them in the form of interviews, in part to recognize the many amazing artists that I knew and had contributed to the silent auction. In December of 2004 I created The Rock & Shop Market, an urban designer market and live music event, the first of it’s kind in the Raleigh, NC area, which is still being held to great success! Meanwhile, I have always been an artist myself and wanted to separate my own products from those of the designers I promoted so I created www.michelle-s.com were I sell my fashion accessories (bobby pins, necklaces), silk-screened apparel and home wares.
Do you have formal training?
I went to school for Graphic Design & Multimedia and have been working in the design/marketing industry for over seven years. I am always taking classes as well, because they are great creative stimulants. I recently took a class in bookbinding and would really like to take one in cake decorating!
Do you think you've "made it?"
I do think that I have made it, however I have so many goals to achieve that “making it” is sort of an ever-evolving journey.
When did you realize that you had "made it?"
Recently, I have been able to reflect on the fact that my life’s passions have culminated into what I am doing now, which is awesome. It is so fulfilling to be able to wake up in the morning and set your own schedule and be happy about the day’s goals which are furthering my business.
Is selling your handmade items supporting you financially?
I am able to work part-time on my business and part-time at a company and that works really well for me. Having another job helps to ground me and keep me motivated as well as give perspective on the way my own business is run.
What is your day job?
I recently left a position where I wore many hats and co-developed a brand of equine-themed merchandise for tween girls which was tons of fun. Currently, I design e-commerce web sites for a promotional products company.
What's the best part of having your own business?
It is so satisfying to see your business dreams become realities. I also love working towards self-imposed goals and being around other creative entrepreneurs.
What resources do you take advantage of?
I read a lot and have always been especially interested in business and marketing books. I try to surround myself with entrepreneurs and supportive friends and there is a great online network of women in small businesses that has been a huge support network.
Advice for someone trying to make it in your field:
Big risks oftentimes reap big results. Be willing to do odd jobs to gain experience. Ask a lot of questions.
Advice for someone trying to build their own business (in any field):
That sometimes it seems slow going but if you have a structure and goals that you are aiming for, I’ve found things work out, especially if fostering a business is something you are passionate about.
How and where do you advertise your product?
I advertise by swapping links, through the magazines Venus and Bust as well as postcards and word of mouth. I also send out press releases and network.
What are your future goals for your business?
To exhibit at larger trade shows and increase my wholesale operation.
This week's crafter interview is a little different from the usual fare. Erica Goldstein is the woman behind Paper Bride and its new offshoot, Paper Mama. She's not a crafter but she is a small business owner and has built her company to the point where she was recently recognized as a leader in her field by Modern Bride magazine. Erica has valuable advice to offer for entreprenuers of any kind. Check out her great blog as well which has lots of good links for business info and offers a behind-the-scenes peek at her biz. Read on to truly be inspired in all that she has accomplished in just a little over a year.
Name: Erica Goldstein
Business: Paper goods company, www.papermama.com; www.paperbride.com, paperbride.blogspot.com, thebridalblog.observer.com (she writes for the NY Observer's bridal blog about her experiences planning her wedding).
How long have you been in business?
1 year and 3 mos.
How did you get your start?
I came up with the idea for Paper Bride during a time in my life when all of my friends seemed to be getting married. I was attending showers, bachelorette parties, bridesmaid luncheons and found that as I immersed myself in the world of brides, I was shocked to realize that there was nothing out there that spoke to the many common experiences women go through as they plan their weddings. There are many different types of brides, and certainly many different types of weddings, but there are also some universal experiences that I wanted to speak to: i.e., most women have a bridal party, hire vendors, join new families etc. I set out to create a line of cards that spoke to these experiences with humor, sass and style. After the success of Paper Bride, I pretty quickly realized I was onto something, so new moms was our next logical target; and Paper Mama was born.
Do you have formal training?
I've always been a writer (editor of my school newspaper and studied English in college), but no other formal training.
Do you think you've "made it?"
Well, yes and no. I definitely think I've been able to accomplish more than I ever dreamed in one year's time, and for that I am very proud. But "making it" for me means I don't need to worry about bills anymore, can take lots of fun vacations and won't feel a pang of guilt when I buy that Chloe bag I've had my eye on. In that sense, I'm not quite there yet :)
If yes: When did you realize that you had "made it?"
When I was chosen by Modern Bride magazine as one of their Top 25 trendsetters of 2006 before our one year business anniversary.
Is selling your items supporting you financially?
I'm currently working on my business full-time.
What's the best part of having your own business?
There is a wonderful sense of accomplishment and freedom about being a business owner. However, the flipside is that it's also extremely challenging working on your own and wearing every hat from receptionist, to shipping manager, to marketing and PR executive.
What surprised you about having your own business?
I was definitely surprised by how time consuming my business is...and how reluctant I was at first to let anyone help me (I've since given that up!)
How did you make the transition from handmaking your items to outsourcing the production?
In truth, there was not really a "handmade" period of my business. With printed cards, its very difficult to keep your profit margins up if you are producing your own. We do have a few items that we currently produce in-house, but for us, our business model really dictates that we need to have our cards outsourced in order to really get out there in a big way.
What are the pros and cons of outsourcing your production?
For me there are no real cons. It's much quicker, easier and more cost efficient. I guess a con is actually quantities, though. When starting out, you don't necessarily want to have 5000 cards produced, but ordering in larger quantities ensures better pricing. What, if any, resources did/do you take advantage of? I'm constantly on the internet researching ideas, pricing, manufacturers, you name it. I try to talk with as many other stationery company owners as I can and we all like to share resources. I'm also part of a great group called Ladies Who Launch, which has really helped me take my business to the next level.
Advice for someone trying to make it in your field:
Be original! The stationery industry is completely saturated and new businesses are popping up all the time. I really think the key to our success is that there is just no one else out there like us.
Advice for someone trying to build their own business (in any field):
Well, it helps a lot if you are extremely wealthy, have endless amounts of time, patience and a business degree. But, of course most of us don't. I would say my best advice would be stick to your guns; believe in your idea; plan for everything but be flexible enough to roll with the punches and realize that its going to cost way more money than you anticipate it will.
How and where did/do you advertise your product?
I've used shefinds a number of times with great success. I've also advertised in Greetings, etc (which is our industry trade magazine) and have participated in the National Stationery Show two years in a row. I also do pay-per-click advertising online.
What are your future goals for your business?
In the next year, I would like to obtain reps for our company in every area of the country (we currently have 16 states), move our shipping to a fulfillment facility and be ready with 2 new lines for the National Stationery Show next year. Long term, I'd like to build my business to the point where we are doing over a million a year in sales.
Can you speak anymore on the following topics:
Approaching store owners:
Although this is a hated responsibility, the more you do it, the easier it gets. I've also had success with postcard mailing and even email campaigns. I think this is definitely an area that business owners need to challenge themselves in. I HATED calling stores, but I challenged myself to call one a day for awhile...and the more I did it, the easier it got. Eventually, the stores started calling me (which is MUCH more fun!).
Trade shows:
I could write a book on this. In my industry, in particular, I think participating in the National Stationery Show is critical for anyone who wants to really seriously get themselves out there.
Starting and maintaining a website:
I think a good web presence is probably one of the most critical aspects of a business. Your website needs to look sharp, be easy to navigate and just work well. I feel like 95% of the newer companies out there neglect this and it ends up costing so much more money in the long run when you have to back track to make your website more functional or better looking.
Your branding and packaging:
I also think this is a critical element of a business and the thing that can set you apart. We needed a way to stand out in a sea of competition and I think we've done a fairly good job of helping ourselves to stand out in a crowd. We designed custom packaging for our cards and have really focused our efforts on PR and getting our name out there.
**I'll be participating in a conference for work for most of this week so posts will only come once a day instead of the usual two times**
Kathy "KJ" Jeffords is a very brave woman. Twelve months ago, she took a step that alot of craftypreneurs dream of: she walked into her bosses office, said "I quit" and devoted her time 100% to honing her craft and building a business. One year later, she admits that things haven't been easy all of the time, but that it's worth it when you're working on your dream. KJ's willingness to leave behind the safer and more predictable route of a regular 9 to 5 job to jump into the scary, unknown world of self-employment is hugely inspiring. Read on to hear how she's been supporting herself in the interim and what "making it" means to her and check out her blog to get to know the woman behind The Dreamy Giraffe better.
Artist: Kathy "KJ" Jeffords, www.thedreamygiraffe.com
Craft: Painting
How long have you been in business?
A year ago today, August 25, 2005, was my first day of not having a "real job". I started selling ACEOs (Artist's Cards Editions & Originals) online soon afterwards, but it took me a few months to really get my act together and decide I wanted to make a real attempt at making a living doing this. I was painting and making art constantly from that first day, but there was a lot going on in my personal life, so it was a while before I was able to buckle down and start making the starting-a-business part my top priority. I had no problem creating all along, but it wasn't too long ago that I began whole-heartedly trying to make sales. Those are the hardest thing to make!
How did you get your start?
To be honest, I stumbled into it, kind of like Alice and the rabbithole. I was working a 9-to-5 (8:30-to-5:30 to be accurate) that was just really stressing me out and I'm an emotional person, anyway, but driving home crying every afternoon just isn't healthy. So one day, I found myself in my boss' office saying, "I quit." I'm the kind of person who likes to have a plan. I worry when there's not a plan. That day, there was no plan, I just couldn't spend my life like that. I've had a wide variety of jobs and I feel like I did really well at each of them, but I always wanted to be a writer "when I grew up" and to have my own "crafty business", as I called it. I was fortunate enough to have scrimped and saved every penny, with the goal of buying a house one day, but it hit me that yeah, I could own a house someday, but would I really enjoy it if I was driving there crying every night from a job I hated? Plus, I'm going to be thirty next year (as much as I can't believe it!) and if you have a dream for what you want to be "when you grow up", I figure that 29 is a good time to try, really try, to make it happen. Sort of now or never. Like I said, I was lucky that I'd built up a little nest egg, so I had the means financially to take some time out from the real world. I'd just planned for four months at first, but realistically, you can't get a business going in four months. But I always do that, expect myself to get more than possible done in any given amount of time. But, a year later, here I am, still in Wonderland.
Do you have formal training?
I took art class in high school, but I honestly think I've forgotten anything I learned! My friend Sheila, who was in the class with me, will talk about things that happened and I have no recollection of it! Supposedly a guest teacher told us we have graceful hands, but you'll have to take Sheila's word for that. We also took a drawing class at a local studio a couple of years back, which I do remember. In college, I majored in Theatre with a minor in Creative Writing, but no art classes. Writing plays a huge role in my art, thought. Most paintings have a story to go along with them.
Do you think you've "made it?"
Honestly, I think "making it" when you're starting out is something you have to do daily. You make it through each day, then suddenly, you've made it a week, then a month, then twelve. I've made it twelve. Do I think I've made it in the big, I-can-do-this-forever-and-never-have-to-get-a-real-job-again way? Not yet. But I know that there are people who have done it and I'm willing to work hard, so that gives me hope.
What would it take for you to think you've "made it"?
When I don't have to make the dreaded end-of-the-month trip to the bank to transfer money from my savings account to my checking, that will be a huge (HUGE!) hurdle jumped.
Is selling your handmade items supporting you financially?
Not yet.
If not, what is your day job?
I'm up at five almost every morning and going until 8:00 or so, stopping for for Big Brother or collapse, whichever comes first!
What's the best part of having your own business?
When I do have bad days (and there still are some here and there), any tears shed are worth it, because I'm doing something I really and truly love and am passionate about. At my old job, I watched the clock counting down the minutes until I could leave. Now, when I look at the clock, I wish there were more hours in the day that I could work! The truly best part, though, is that my first niece, Kaylee, was born September 16th of last year. She, my sister and my brother-in-law live about two and half hours from me, so it's been really wonderful to have the flexibility to go see her when I wanted. I've gotten to experience a lot more of her first year than I would have on a conventional schedule.
What surprised you about having your own business?
I was a little naive in the beginning and probably still am to some extent. I expected it to be a little easier, I think. But sometimes we don't appreciate the things that come easily, so that's okay. The harder something is, the better it feels when you've accomplished it.
What resources do you take advantage of?
The online community of artists and "craftistas" -- blogs, messageboards -- is just invaluable. On days when I've felt "stressured" (my own word for stressed & pressured), just taking a few minutes to read some of the words people who've already been here and done this and succeeded...women who believed they could and believe others can, as well...that is some kind of pick-me-up.
Advice for someone trying to make it in your field:
You have to want it. Really, really, really, really want it. There will be times you'll be tempted to give up and, of course, the people who succeed are the ones who resist that temptation and keep going for a little while longer. You'll never know if you don't try.
Advice for someone trying to build their own business (in any field):
Ask for help when you need it.
How and where do you advertise your product?
I was very lucky in that we have a regional publication for women in my state that features a painting from different artists on the cover each month. A friend who I like to call The Nicest Girl on the Face of the Planet encouraged me to send some of my work in and I did and I've had four covers in the past year, which is huge local exposure. Online: Messageboards, blogs, communities, that sort of thing. I am still starting out in a lot of ways, but I think particpating anywhere and anyway you can is a good thing. Get the word out. One thing I've learned is that you can't just put it up and expect people to come to you. Some will, but you have to go out and get the others! I sell at Etsy, which is great, a fabulous community, and you get a certain amount of visibility there, just by being there. It's exciting to know that people are seeing what you do.
What are your future goals for your business?
To keep going, to make it twelve more months, then twelve more, and twelve more.
Can you speak anymore on the following topics:
-approaching store owners
The only brick and mortar shop I've approached is the salon where I get my hair done and they were very receptive to letting me put up some of my paintings there. I've got my list of places I want to approach, when I feel I'm ready and at that point. The one piece of advice I've heard over and over and will share is: Make sure your work is the right fit for a store before you approach the owner. Do your research so you appear knowledgeable!
-crafts fairs
I wanted to do some local festivals this year, but once again, it goes back to my tendency to want to get three hours worth of work done every hour! Next year, though, I'll be ready. There are some awesome resources online, though. There are so many craft show veterans offering an absolute wealth of information. When you're getting started, even when you are started, Google is your best friend. So many people are willing to share. Seek them out and learn from them.
-starting and maintaining a website
Take the time to make it something you're going to be proud of. The first version of my website, I was in a hurry just to have it up and slapped it together and it was, to be blunt, sort of ugly. I recently completely redid it and I really like what I have now. I put a lot more thought and planning into it. Thought and planning can go a long way! You want it to be user-friendly, but I think it's also important that it's something that represents you, your personality and what you do.
-your branding and packaging
I'm a bit of a perfectionist, so looking professional is hugely important to me. But, like with the website, it's also important that you let your personality shine through. My art is cute and most of the time sparkly and girly and so it makes sense that my packaging would be, too. Someone very nice girls in the jr__nal community at LiveJournal recently described my work as "really sweet and funny, and makes [you] smile in a melancholy sort of way" and "using familiar stories, humour and perhaps some inspiration from your own life" and I think that describes what I'm going for far better than I ever could. I want it to be cute, and sweet, and to make people smile, but I also like to make people think, "Hey, someone else knows just how I feel!" Because sometimes life gets lonely, and you need that.
What are your future goals for your business?
** I had some technical difficulties when I originally posted this which resulted in parts of the interview getting cut off. Go down to the question about taking advantage of resources and read on for some newly added info that accidentally was left out this morning. It's like two crafter interviews in one, right?! **
Last week's Crafter Interviewee, Sarah from The Star City Sound, was kind enough to recommend several of her crafter buddies as subjects for future crafter reviews, including today's crafter, Kristen of Mood Swing (if you notice an unusually large amount of Crafter Interviewees from Raleigh in the coming weeks now you know why). I'm jealous of these Raleigh ladies. I mean, how fun and inspirational it must be to have such a tight knit group of crafter/entrepreneurs within your own circle of friends. Check out Kristen's thoughts on craft shows and the one part of her business she decided against doing herself. Read on and then check out today's other post with special links for jewelry designers.
Artist: Kristen Townsend, Mood Swing
Craft: Jewelry
How long have you been in business?
I can’t believe that I’m in my fourth year. Where did all that time go?
How did you get your start?
Does making beaded safety pins in 6th grade count as my start? Actually, when I made little beaded thingies to stick in my wedding bouquets is when it all happened for me. They were just brown beads on some copper wire but it planted a seed for sure. Fast forward 2 years when I found myself at home with a new baby and a major case of “how the hell did I get here?” I began visiting an amazing local
bead shop, had an instant and dangerous addiction to beads and got a much needed escape from full-time motherhood. Now here I am!
Do you think you've "made it?" 
What, if any, resources do you take advantage of?
-crafts fairs:
I have mixed feelings about craft fairs. If you hit the right one, they are great money and lots of fun. You meet some wonderful people and it is always a hoot to meet fellow designers/crafters who
you’ve seen only online. But they are a hell of a lot of work and after every one of them, I swear them off only to find myself applying for more just mere weeks later. I have had great success and also not made my entry fee back so it’s always a crap shoot.
-trade shows:
I do mostly limited edition/one of a kind designs so I can’t imagine a trade show being in my future.
-starting and maintaining a website:
I used to spend endless hours trying to design my own site which was impossible to do with no budget and using a free site that came with my ISP. I shudder thinking about it. Much later, I had some spare $$ and wisely handed it all over to Arianne. I was spending all my free time trying to design a site and not making any jewelry so I finally realized that I had to give up some control. I’m forever grateful for findng her. When I have more time, I'll learn more on how to do it from scratch, but for now, it’s cool as is and I will gladly keep going back to her for any future site needs. DIY is great and all but sometimes, you gotta call up the big guns and pass a task on.
-your branding and packaging:
Ugh, I have yet to be satisfied with my packaging and go through frequent spells of wanting to rebrand. I irritate myself to no end because I get bored with the same old thing which usually involves lots of spare time to R&D which I don't have. As for packaging orders, I try to make each customer feel as if they are opening a little box filled with magic. I add little trinkets and surprises to make it more than just a box with jewelry in it because I’m so grateful you picked Mood Swing over the mall!
Sarah of The Star City Sound writes a craft blog that was one of the early blogs to show me some love, for which I am eternally grateful. Sarah is a crafter and full time mom, like so many other interviewees on this site. I'm really amazed to see how many full time moms are able to nurture a side business in addition to caring for their little ones (if you look at one of Sarah's home studio pics below, you'll find one of the little ones roaming in their natural habitat). I'm no where close to being a mom myself, but it's encouraging to know that when that day comes, I won't have to decide between crafts and kids. The two can coexist peacefully. Sarah dealt with major computer issues to get her interview and pics to me so she could share the story of her small biz with Make It readers and I thank her for that. Enjoy.
Artist: Sarah Akers, The Star City Sound
Craft: Jewelry, Accessories
How long have you been in business?
One year this month! (Happy birthday to me and my shop...August rocks!)
How did you get your start?
Painting and drawing had always been such a huge part of my life, but I stopped completely when I was expecting my son (almost six years ago.) It's amazing, in retrospect, what a huge effect it had on me...over time, I got more and more frustrated at the end of each day, simply because I didn't have the time to sit and relax and make something for myself. Then, one day (two baby girls and over four years later), I picked up some felt and some floss and started sewing little flowers and airplanes and lines...and it was so liberating! And from there, I just kind of jumped into it. I thought, "What fun it would be to sell my stuff!" And it has been, mostly, when I'm not fussing over accounting stuff or figuring out SQL nonsense.
Do you have formal training?
I've always drawn and painted. I studied art for a bit in college, but never felt like I was "good enough." So I switched my major to international affairs. It's my biggest regret! It's only been recently that I've thought, "Wow! I could have stayed with art, and been happy! OR, even something like design! Or metalwork!" But then, it just didn't occur to me. Things have worked out alright, though. I couldn't be happier.
Do you think you've "made it?"
Oh, gosh, no! I feel so far from it! There is so, so much I want to do, so much I want to learn, and so much I want the star city sound to be. And if it gets a little recognition, if I make a little money, then great...I'll be extra-content.
What would it take for you to think you've "made it"?
I don't know if I'll ever feel that way, completely...I'm always wanting to do more. (But being interviewed here is a nice start.)
Is selling your handmade items supporting you financially?
Not quite...it's been a busy summer, but everything I've made has gone back into the shop. So, it's supporting itself, which is pretty nice.
If not, what is your day job?
I'm a full-time stay-at-home mother of three (ages 6,4 and 1.)
What's the best part of having your own business?
I love making things. I love the challenge of trying to figure out "What next?" I love the awesome people that I've met, and the kind things people say about the things they've ordered (that never gets old). I'm glad that if I have to put things on hold or take a little break, I can, and it's not the end of the world.
What surprised you about having your own business?
It's surprised me how challenging it can be to keep up with everything...inventory, finances, taxes, keeping up with emails, getting things shipped, having a blog, getting your name out...and getting things made! I've been good-surprised by having regular customers, by the way people have found out about me, and just how busy I've stayed this summer. It's very flattering.
What resources do you take advantage of?
Craft blogs, for one! It's such a huge help when other crafters share their experiences with what has and hasn't worked. I'm still learning things everyday. (ahem, Make It...thank you!) The forums over at the Switchboards, and on Indie Finds are amazing, too. There are some incredible crafters and artists who have really done it all and have a *huge* amount of knowledge to share. I'm in an area (Raleigh, NC) with a lot of really insanely talented and established crafters (Ileana of india*romeo, Kristin from Mood Swing, Kiona from Lucky Accessories, Michelle from Smashing Mirrors/Rock & Shop, to name just a few! Could I be any more lucky?) who have helped me more than words can say, and I'm really grateful for that, too.
Advice for someone trying to make it in your field:
Everyone has said this, but I'm going to back them up: find your niche. There are so many crafters making so many incredible goods...you just have to use your own style and your own talent and make the things the aren't being made, or that aren't being made in the super-special way that is your own. Then, get out there and promote it! It's a great time to be a crafter, with so many resources available: blogs (like this, and individual crafter blogs), forums, Etsy, craft fairs everywhere...Take advantage of it all!
Advice for someone trying to build their own business (in any field):
Keep really good, detailed records...you'll thank yourself at tax time, I promise. And stop to have fun. Burn-out is no fun at all, and it *will* affect your business. You're doing this because you love it, remember?
How and where do you advertise your product?
I started out with a blog on Live Journal, sent items in to the Sampler, swapped links with other crafty ladies, and did a couple of craft shows. I think the most successful of those was the link swapping. Now I'm buying ad space on blogs (the prices are reasonable and the results have been really good) and am a part of Indie Finds, which I adore. I've been debating whether or not to spend a huge chunk of money on ads, but thanks to IF, I've paid about 1/10th of what I would have spent, Nicole makes a gorgeous 1-2 page spread, and I'm probably getting just as much (if not more!) notice from it.
What are your future goals for your business?
I would like to get more art and paper products in the shop, if only because it would be really nice to get back into that part of my life, and to see what I can do. Also, I'd love to have the scs evolve into a sort of collective, adding works by other artists and crafters to the shop. Not a consignment deal, at all, because I don't want to make money off of it...just a bunch of friends/artists with mutual admiration working together and our nifty wares mingling in the shop.
Can you speak anymore on the following topics:
-approaching store owners
This is something I need to do. I can honestly say I haven't gone out and done this yet, but I am making plans to do it soon. I need to find the time when I don't have the kids with me, and that's rare.
-crafts fairs
I wish I could do more! It's one of my favorite things to do; it's so nice to get out and have people look at your stuff, and you can get immediate feedback from their reactions. I love meeting other crafters, especially ones that I've admired for a while, and seeing their works in person. Again, I'm really lucky that I live in an area where there are some *really* good shows close by:The Handmade Market, the Rock & Shop Market, and the Southeastern Swag Market. The ones I've been a part of have been a blast, have been well-attended, and I've made money, so it doesn't get any better than that. Someday I'd love to travel and do more , but that will have to wait until the kids are a little older.
-trade shows
I've never done any...this is something I'm not very familiar with, or really interested in at this point.
-starting and maintaining a website
I had fantastic plans at the beginning of learning everything and doing it all myself, but it was so time-consuming (and I was doing a lousy job), so I sketched (in crayon, on notebook paper) a quick drawing of what I had in mind for the logo and color scheme, sent it off to Arianne at Aeolidia, and she turned it into my lovely little webshop. I like the way it's set up; I use Zen Cart, and it's really easy to update and to keep track of everything. I wish I had learned a little more technical stuff; I'm still trying to back things up to switch hosts (mine has been down a crazy amount of times this past month!) and there are all sorts of weird little SQL errors. Hello, fun world of phpMyAdmin, and stuff. I'm learning.
-your branding and packaging
When I think of some of the crafters/artists/designers who've been on the scene for a while, I immediately can picture their logo, "their" colors their style. It's very important. It's part of what makes us all stand apart, and is/should be a good representation of our style.
