Make It

Crafter Interview, 2 years later : Sharma Designs

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

Must Read: The Amy Peters Blog

I spent alot of time last night on The Switchboards which is an amazing resource that I can't recommend enough. Amy Peters is a frequent participant on the boards, which is how I found her blog. This blog is quite the hidden gem! Amy has over ten years of experience running her own jewelry business and I find her nuggets of wisdom to be invaluable. I love when successful entrepreneurs share their knowledge so openly (a rare occurence). Frankly all her posts are informative, but here are some highlights:

Create a signature jewelry style

Creating a line sheet

How do I get celebrities to wear my jewelry

Working with larger accounts

Reap rewards by sharing your designs

Miachelle, the blogger behind jewelryzine.blogspot.com has an informative article about an innovative way to get publicity for your handmade jewelry business: submit your own original designs for publication as a tutorial in a bead magazine. What a great way to get press in a national magazine, in addition to showing off your handiwork (plus, they often pay you)!

An added bonus:

"Third, you get additional professional kudos to add to your designer resume. As you enter competitions, and need to submit a bio, it's nice to be able to add a list of publications to your resume."

Miachelle has personal experience with putting her own designs in magazines, so click on over to read the article directly from her.

Got Skillz? Get Paid!

Crafter Interview - Mood Swing

** 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 have formal training?

Other than a random class or two, I’m all self taught.  It’s not rocket science.

Do you think you've "made it?" 
No, not according to most people's terms. This question has now gotten Barry Manilow’s “Looks Like We Made It” stuck in my head.  Thank you.

What would it take for you to think you've "made it"? 
Oh my.  Good question.  Honestly, as a indie jewelry designer (one of many) I’m so grateful to still be here that each little compliment, juried show acceptance and new store is “making it.”  But Oprah can call if she wants.

Is selling your handmade items supporting you financially?
It's getting there.  I’m very lucky that my husband just quit his job so that I can give this a shot full-time.  For the past 4 years, I’ve been doing this after the kids go to sleep at night and it is just one step short of hell trying to run a business and be a stay-at-home Mom without going absolutely cuckoo for cocoa puffs. Neither one gets your undivided attention and you end up being bitter about both. At least that’s where I was.  Now I’m not climbing the walls and get to be serious instead of just treading water.

What's the best part of having your own business? 
There are lots of best parts. Working in my jammies (occasionally) while playing music too loud all while surrounded by lots of sparkly play things.  And I get to go thrifting for work!  Plus, my son can hang out in my studio and “work” along with me.  He even has an official title: Department of Glue
of Glitter.  I’m doing my damndest to guarantee that I’ll never work for anyone but myself again.  It’s very hard work but oh-so-rewarding.

What surprised you about having your own business? 
All the non-pretty things to do like keep records, pay taxes, etc. have been a real eye-opener.  I
knew that I would have to wrap my non-financial-friendly brain around it but still, that stuff takes up serious time.  And don't get me started on taking, tweaking and loading product pics to the site.  That’s no cake walk but it does beat working in a cubicle any day!

What, if any, resources do you take advantage of? 
When I first discovered The Switchboards, I was floored.  I bet my first visit to the site lasted 5 hours!  I learned so much in such a short period of time and was kicking myself for not finding it sooner.  I still check in occasionally but for the most part, I gleaned enough info to last a lifetime. Also, Mood Swing was just a baby when I was extremely fortunate to meet two local ladies, Michele Little and Elizabeth Galecke who both gave me a shot to work with them.  Meeting them was like meeting a rock star because I had admired their talents for years. And oh boy, my friends...I am so blessed to have the group of pals that I do.  They are very supportive, inspiring and just down right cool.  A few of us have even formed a wee little collective (www.thehandmaidens.com) in Raleigh and are about to put on our second shopping event, The Handmade Market (shameless plug, I know).  Above all, Mood Swing would not still be here if it weren’t for my Mom.  She was often looking after the little ones while I tried to fill orders, slipping me $20 for a bead shop fix, cooking dinner all while I tried like hell to keep from losing it.  In fact, she was probably the one "resource" that I used a bit too much, poor woman.  Those were very tough few years
and she helped me in more ways that I can ever list here.

Advice for someone trying to make it in your field: 

It seems for every stationery or handbag designer, there are 5 jewelry designers.  Think outside the box, find your groove and stick with it.

Advice for someone trying to build their own business:

Do what I didn’t do:  be organized.  From day one, keep your receipts together, log everything, buy Quicken and Turbo Tax and keep your sanity.   Other than that, just keep plugging away.  If I can do this, anyone can.

I would love for Mood Swing to remain a one woman show yet make enough money to support the family.   But if I start kickin’ so much ass that I can’t handle the workload, I’ll gladly hire some helper monkeys to assist.

Can you speak more on the following topics:

-approaching store owners: 
Oh how I loathe this.  I’ve only done it occasionally and honestly I avoid it at all costs.  What a good example I’m setting.

-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!

How and where did/do you advertise your product?

I’ve advertised very little  (Bust & Venus mags once) and will be getting involved in Indie Finds as soon as I can get a spare moment to sign up.  Word of mouth and luck are how I've gotten this far.

What are your future goals for your business?

Resource Sites for: Jewelry

In honor of today's featured crafter- a jewelry designer- here are some jewelry related links I've been holding on to for a while. Know of any sites I've missed? Leave them in the comments section. Eventually my goal is to create a comprehensive list of the best resource sites for different medium (pottery, screenprinting, paper arts, etc.) so let me know what you want to see included.

Jewelry Photography tips
http://www.tabletopstudio.com/documents/jewelry_photography.htm

Jewelry-making blog
http://www.bloglander.com/jewelrymaking/

Resouce site with info on glass, stones, jewelry care, and more
http://www.handcrafted-jewelry.net/

The self-proclaimed "Complete Gem and Jewelry Making Information Resource"
http://www.ganoksin.com/

This site has an unfortunate layout and design that makes it look like a spam site (to me) but they actually have surprisingly good info.
http://www.home-jewelry-business-success-tips.com/index.html

New blog resource for beaders

Typepad is my favored blogging program (over Blogger) for several reasons, but one reason is that it allows me to see where my hits come from. I can see what site someone visited that linked them to me. I always check out the site of origin because, hey, if they like Make It, they must be doing something right.

That is how I found The Bead Circle Blog. Bead Circle blogger Mandi created her blog to fill a void in the online community for artists who work with beads.

I started this blog as a way to connect and network with other artists who work with polymer clay, glass, seed beads, crystals and stones, macrame, metalsmithing, and wire. Posts provide a way to share ideas and incite inspiration through recent works by myself and others as well as patterns, tutorials, and "tricks of the trade."

Currently, Mandi is working on a two-part series in which she shares tips for buying beads in bulk. In Part One, she does a comparison of the money saved by ordering the same beads from Fire Mountain Gems and her local bead store. The savings on her FMG order are significant (it's my favorite place to buy beads as well). Mandi recommends saving up your bead purchases to only a few times a year so that you can order a massive amount and take advantage of the huge cost savings at FMG that you get by ordering in bulk. With tips like these, plus warnings of the sure-fire way to ruin your work, the Bead Circle is a great new resource for bead artists.

Crafter Interview - The Star City Sound

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.

Crafter Interview - April Fool Handmade

I read so many crafty blogs that I honestly can't remember how I found Melissa Stajda's work. I can remember that once I found her, I was blown away. Her polymer clay pendants are true works of art. When most people, including me, think of polymer clay jewelry, it conjures up images of rainbow colored beads that are more appropriate for an 8 year old than a crafty fashionista such as myself. But Melissa somehow manages to make polymer clay look cool and, dare I say it, elegant. Besides jewelry, Melissa (who is also a blogger) dabbles in all different types of crafts, but I simply can't get enough of her pendants. I saved the posting of this crafter interview until today because today is the launch of the first issue of Melissa's online arts and crafts zine, What You Make It. Go there right now (well, immediately after reading the crafter interview) to read the first issue. Another interview with Melissa can be found here.

Artist: Melissa Stajda, April Fool Handmade
Craft: Jewelry, totes, general craftiness

How long have you been in business?
August actually marks the 2 year anniversary of April Fool Handmade! Crazy!

How did you get your start?
Well, I got my start when I was invited to share a booth with a friend at a neighborhood art and music fair in Detroit. I had very little inventory, and sold most of it, and got such great feedback from everyone. It cemented the idea in my mind that I should go public with my crafts!

Do you have formal training?
I do have formal training in the fine arts. I was lucky enough to go to a high school that allowed me to study fine arts in depth, and to basically prepare myself for art school. I then went onto college earning upwards of 200 credit hours in various fields in interests... but never "graduated". I found that running a business and making a living off of my talent was what I always wanted, and I didn't need to get my hands on a piece of paper (degree) to accomplish that. So I left school in the fall of 2005 to run my business full time.

Do you think you've "made it?"
I really don't think I'll ever feel that I've "made it". No way! There are always new goals to achieve, and new ideas to be explored. I'm always moving and working, and building upon what I've already accomplished.

Honestly, the phrase "made it" makes me think of finishing a race, or reaching a destination. It makes me think of resting or completion, and those thing sound bad to me. I want to constantly be on the move, and doing new things.

Is selling your handmade items supporting you financially?
Running April Fool Handmade is my full time job, and it does support me financially. Truthfully, I don't make as much money as I'd like to
though. I feel that I put in a lot more than I get in return sometimes.
But I believe that all my hard work will pay off someday soon, and things only get better everyday. So I'm in it for the long haul.

What's the best part of having your own business?
The best part of having my own business is that I get to work from my
home, I get to work the hours I want, and I get to devote all of my
energy and talent into something that is mine. It gives me a sense of
empowerment as a woman, to be working solely for myself and my
family... and not a corporation. When I was younger I worked in factories, and worked under some pretty unhealthy conditions, so that's always in the back of my mind. I constantly remind myself where I came from, and that keeps me appreciative of what I have now.

What surprised you about having your own business?
What surprises me still is the realization that people know who I am! I recently attended a local craft show, and was so shocked when everyone was walking up and saying "Oh, I go to your site everyday!" and things of the sort. People know me, and appreciate my work, and talk to me like we're old friends. It's the neatest thing in the world, when someone recognizes you for your work!

What resources do you take advantage of?
The biggest resource I take advantage of is "word of mouth"! Honestly, I've found it to be the best advertising. I've never paid for advertising of any sort, but rely on my customers. Alot of my orders
are the result of returning customers, and customers getting their friends hooked on my goods. You really have to aim for the highest quality, and set yourself apart in this gigantic market of handmade
products, and people will come to you.

Advice for someone trying to make it in your field:
My advice is that you have to be prepared to work your butt off! If you want to build a career based on your talents, it's tiresome and constant work. But if you stick with it, and really take advantage of
what you know and can do, then it'll pay off someday. Be patient, most businesses fail in the first 3 years, and people give up. So when I started, I told myself "The first 3 years will suck. You'll make no
profit. You'll want to give it up. DON'T!".

Advice for someone trying to build their own business (in any field):
The best advice for someone wanting to build their own business, is to seek out advice and help from people who are already making it. Look for folks who are doing what you want to do, and who are successful, and ask for their guidance. That's what I did before I even decided to start my business. People who've been doing this for a while know the good and bad, and they'll be honest with you. It's good reality check!

How and where did/do you advertise your product (especially when you
were first starting out)?
Honestly, I never really advertised my items when I first started. I really have no idea how people found me. I didn't know anything about making a website or selling things on the internet. My husband and I
used HTML to upload images of my products to a horrible little site. And then about 2 weeks later i was selling my handbags for $55 each! It was insane really. SInce then, about the only forms of advertising I've made use of are placing my products in consignment shops, and exchanging links with other shops.

What are your future goals for your business?
My future goals aren't huge or anything. I mainly just want the business to continue supporting itself, so that I can keep doing this as long as I enjoy it! I have a rule that I'll never allow anyone to help me produce my items, and that everything will always be produced "in-house". And since I'm only one woman, I can only make so much! So this fact will probably always keep my business pretty small, which is what I want. I never want to mass produce anything, or let my ideas leave my hands. Of course I always set my income goals higher, as the quality or my works improves, and my projects become more involved timewise. Being paid well for you hard work is always a huge goal.

(P.S. Now that you're done with the interview, visit What You Make It.)

Featured Crafter - Naughty Secretary

Artist: Jennifer Perkins, www.naughtysecretaryclub.com
Craft: Jewelry

Jennifer Perkins of Naughty Secretary Club is the reason why coffee was invented, and here's why:

She's an accomplished crafter who runs a very succesful jewelry biz, Naughty Secretary Club.

She is a founding member of the Austin Craft Mafia.

She hosts two (2!) shows on the DIY network: Craft Lab and Stylelicious

She also maintains Babes in Business, a Yahoo Group devoted to women crafters and their small business needs. Yay for finding a new online craft/business resource!

Oh yeah, and she also produces this and co-runs this and she blogs!

If you're exhausted just reading about everything Jennifer does, check it out first hand with a personal account of a day in her life.

So how does one go from a secretary to a multi-hyphenate crafting and media superstar? Here's a great interview with Jennifer in which she covers how she got her start, the biggest hurdle she encountered and advice for marketing and promoting a business. Good stuff here.

Any Advice for Marketing and Promoting your Business? I get asked this question on a daily basis and would love to eventually write a book on the subject. My rule of thumb has always been “It is 40% what you can do, and 60% how you market it”. I live by this rule. Marketing and promotion is so crucial to a business. You can have the most awesome arm warmers this side of the Mason Dixon line, but if no one besides you and your best friend know that then you are not going to be selling very many.

Further Reading:
DIY Network bio of Jennifer Perkins
Great pics of Jennifer's totally retro, kitschy home.

Featured Crafter - Rena Tom

Artist: Rena Tom, www.renatom.com
Craft: Jewelry

Rena Tom is all over the place. When I was first looking for indie jewelry designers online, her name kept popping up everywhere I turned, and with good reason. She has a great eye for color, balance and design and she's a master of getting her name out there. Besides her own website, Rena's designs are also available on Lyrical Beauty, Stars and Infinite Darkness, and Anezka Handmade among others.

About Rena:

Rena created websites, logos and collateral for both big corporations and little startups in San Francisco for 7 years before deciding to indulge her artistic tendencies and create her own line of products. Classes in screenprinting, letterpress and bookbinding helped point her toward designing a line of notecards and stationery, as well as modern, colorful wedding invitations and baby announcements. Jewelry design was a natural development stemming from her love of color and texture. Most recently, she opened her first boutique in the Park Slope neighborhood in Brooklyn.

The boutique is Rare Device; color me jealous: I'd loooove to be a crafter/storeowner one day, like Rena.

As I mentioned before, Rena is all over the Internet. She just did a podcast at design*sponge in which she speaks a little about how she got her start and what trends she likes for her store. It's cool to hear the voice behind the crafter, literally.