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How did you get your start?
Naughty Secretary Club started as an online zine with band interviews and craft tips. Eventually I started making resin jewelry and selling it through my friend Tina’s web site Sparkle Craft. Eventually she and I hooked up with a newbie to Austin named Jenny Hart who was starting a business called Sublime Stitching and we started talking about business. The more we talked the more our respective businesses grew and one by one within about a year of each other we were able to quit our day jobs and work on our crafty businesses full time.
What was the first item you ever made?
If you mean as Jennifer Perkins I found a letter at my grandmothers house I wrote in about 3rd grade explaining the crocheted necklace I had sent her. She was to tape it to the back of her neck to hold it in place according to my instructions. As Naughty Secretary Club my first piece of jewelry was a resin bracelet with linking cubes. It was at the height of the WWJJD (What Would Joan Jett Do) trend. The WWD each had their own cubes with hot pink leopard skin felt in the background of the resin and little letter stickers floating on top. The JJ cube was a picture of Joan Jett.
Do you have any formal training?
I once took a class at a local bead store just to learn the basics of wire wrapping. I debate taking some formal classes, but it is hard to find the time.
When and why did you create your business?
About 5 years ago I was a secretary at a telephone company here in Austin. I had a lot of free time and had always written zines in high school and college so a zine seemed like the perfect time killer while at the office. The difference was that Naughty Secretary Club was my first online zine where the others had been print. While Naughty Secretary Club the zine was going full steam ahead with interviews of bands like The Faint and Spoon I decided to revisit one of my favorite hobbies, jewelry making. Lucky for me people liked my jewelry and after a feature in Bust magazine so many orders poured in I didn’t have a choice but to give 3 days notice at my day job. So my business got started to keep me occupied and entertained at my day job and somehow eventually became my day job.
What is the best part of running your own business?
That I am typing this interview in my pajamas. Well that is not the best part, but it is top 10 best things about the job. I love making jewelry and doing creative things and it is so unbelievably awesome that it is my job. I never in a million years thought I would get to be creative full time. I have a psychology degree I thought I was going to be a shrink for a living, not a jewelry designer and a craft show host. Through this I have been able to meet so many amazing creative people like the lovely ladies of the Austin Craft Mafia. On the set of Craft Lab I get to meet like 3 craft pros a day when filming. When we are doing the Stitch Fashion Show and Craft Bazaar vendors come in from all over the country that I get to chat with. So one of the best parts of my job is all the awesome crafty peeps I get to meet.
and the worst?
Running a business is hard and unfortunately being creative and business savvy do not always go hand in hand. Work is never over. When I was a secretary at 5:30 I left and did not look back until I hit my desk the next morning. With Naughty Secretary Club it is always there in the back of my mind, it never goes away, there are always things that could be done and fixed. Plus my office is in my home so work never really leaves.
Where do you get your inspiration from?
I get inspiration from everything. I just recently attended a Vivian Westwood exhibit that had my head spinning with inspiration. During SXSW there were so many trendy and hip girls walking the streets working their individual styles that I wanted to take notes. There is no one place that I get inspiration from I just make sure to stay conscious of my surroundings and try to take everything in.
Who is your favorite indie designer?
Eeek I can’t choose just one. Without sounding biased I love my sister’s label Hot Pink Pistol. I have clothing, jewelry and purses that she has hand painted that I get accosted about when I wear out. I really think Karly Hand of Identity Crisis Clothing has amazing talent and a great eye for trends. When you know how to make your own clothing and jewelry it makes it hard to buy it from other people so I always hold in high regard the designers who prompt me to get my wallet out. Some people I have scored goodies from are: Tatty Devine, Blood is the New Black, Charcoal Designs, Monica Burnett, Model Citizen, Happy Owl Glass, Otter Otto and Ramonster Wear. There are tons of people out there who I love and admire and if I had a million dollars to spend would load up on their goodies.
What one thing couldn’t you live without?
Diet Coke and a computer.
What music/books are you into right now?
Well I am fresh off of SXSW here in Austin so my musical taste is all over the place. At the festival I saw The Pipettes, Amy Whinehouse, The Federation, Kid Sister – man I could go on. I am going through a hip hop phase right now listening to lots of Plastic Little and Spank Rock. Book wise on a recent trip to San Francisco I loaded up on tons of Japanese Craft, fashion and home décor books that I am smitten on. So I am not exactly reading them since they are Japanese, I am more like looking at the pictures.
You’ve been very successful at selling your designs online, what advice would you give to other designers trying to sell online?
I used to always say it is so easy to start a website and there is no excuse not to do it. Now with Etsy even more so. There is NO excuse if you are crafty and interested in selling your wares – get your butt over to ETSY like yesterday. Even I have an ETSY shop now (www.naughtysecretaryclub.etsy.com) selling Crafty Curios. Selling online is awesome because you don’t have any overhead like at a traditional bricks and mortar store. It costs what maybe $10 a month for web hosting? Plus online you can reach people all over the world with your product. Once you have a website or an Etsy store remember that is only half the battle, you have to let people know about your website. This is where links and such come into play. I ran my business just fine and dandy without taking out the pay ads like I do now just based on links with other websites.
Where do you hope you/your business will be in 5 years?
I am always looking ahead with my business, my worst fear is to have to go back to a day job. After working from home for 5 years there is no going back. I would like to expand Naughty Secretary Club to carry other lines and other items beyond jewelry. More like a one stop shop for kitschy goodness. I would like to move the business out of my house and hire some more people to help keep me better organized. I hope that Craft Lab is still going full stream ahead on DIY Network. I also hope that Stitch has become a household name synonymous with awesome fashion and crafts. I am working on a book at this very moment so in 5 years hopefully I will have a few titles under my belt.
What’s the best piece of advice you’ve ever received?
I’m not sure if it is advice that I received or instinctually knew already from running my own record label (Has Anyone Ever Told You?). I learned early on that marketing is every bit as important as product. I say this again and again in interviews, but it is totally true.
little uni is the collaboration of long time friends and designers Julie Crosson and Andrea Needlman. Andrea and Julie met 10 years ago as graphic designers working at a design firm in Chicago. Several years later when Andrea had twins Julie brought over personalized tees that she had made for the babies. Once Andrea saw Julie’s gifts, she knew that this was the perfect time for them to start their collaboration.
little uni carries a hip, modern line of baby tees and onesies with sewn appliqués. little uni tees are simple and sweet. The unique designs feature classic animal shapes and objects in funky patterns and colors. Any tee can also be personalized with a baby’s name. They are great gifts for baby showers, newborns, and birthdays.
Check out the interview that I did for boxvsindie.com…Thank you Maile for thinking of me!
Indieshopping.com’s reviews, articles and interviews have become quite an asset to the indie community. How did the website get its start?
Indieshopping.com got its start in February of 2005. I was also running my other site Femminastyle.com at the time, and in searching for places to advertise, I realized that there weren’t many affordable places for small indies to be featured.
Has it changed at all since you began? How?
When the site first started, it was primarily focused on the newsletter. Now most of the content is in the blog and we’ve added a lot of different features like the shopping directory, gift guides, Spotlight on Emerging Designers and monthly contests.
What has been your favorite thing about running indieshopping.com?
Just being able to help other small businesses in getting the word out about their products is great. I love receiving emails from people I have featured or who have advertised with the site. Knowing that my newsletter and/or blog is getting these artists and designers sales is a fantastic feeling!
Rae Vittorelli specialize in hand crafted porcelain designs that are inset with man-made stones. Her work is fresh and totally unique. My favorite pieces are the owls. Each necklace is available in gold and silver and you can even choose your own stone!
You can view her recent jewelry designs at www.raevitt.com.
SWANclothing & Totes are made of vintage and thrifted fabrics. Swan consists of one-of-a-kind or very limited runs. Each piece is made with great care including hand finishing. Every SWAN item has its very own machine embroidered secret swan.
I love the oversized bags. They are great for people like me who want to take everything with them wherever they may go. The Smocked Babydoll Dresses are also to die for. The floral pattern makes the one featured above a must have for spring and summer! Visit SWANclothing’s etsy shop today for more bags and flirty sundresses.
One of my favorite vintage items to stumble upon is sparkly butterfly tops. Something about them make me smile. I don’t know whether it is all the shimmer and sequins or the images of the previous owner wearing it at the disco. Whatever it is they are fabulous and here are two that are pretty amazing.
Featured above is a Gold Disco Butterfly Top from indiecultvintage. The other is a Silver and Black Sequin Butterfly Top from femminastyle.com.
How did you get your start?
I was always drawing and painting as a kid. My dad is a very talented painter, so I think his influence/encouragement helped me to pursue my creativity. I always knew I wanted to work in art/design somehow, but it was at RISD where I figured out in which area of design I wanted to concentrate. I have been working as a product designer for over 10 years for companies such as Restoration Hardware, Newell-Rubbermade, Limited Brands, etc. and found myself at a point where I really wanted to create something that was based on my own interests and aesthetics.
What was the first item you ever made?
When I was 6 I made 3 dolls out my dad’s old tube socks, buttons and pillow stuffing. I still have them! The first item I ever made for my own co. was a hair barrette.
Do you have any formal training?
I have a BFA in Industrial Design from RISD.
When and why did you create your business?
I created my own business about 1.5 years ago. I created it because I don’t want to work for someone else the rest of my life, and because I love making decisions about everything from the marketing folders I buy to the actual product design. I also enjoy the relationships I make through my own business.
What is the best part of running your own business?
Seeing my ideas come to life…living through the process and learning from every challenge. Lastly, seeing someone buy the product, that’s a great feeling.
and the worst?
Finding all the time I would like to have for my business. The constant balancing act to juggle everything in my life yet still get the results I want.
Where do you get your inspiration from?
The actual material I use is very inspiring to me. PVC is a material that can me molded and formed to create various levels and dimension. I love the flexibility of the material, and how modern it is. I look at historical patterns/textiles, architecture, fashion, animation and kids…travel is a great inspiration for me too.
Who is your favorite indie designer?
Hmmm. There are so many, but I have to say I love www.lochers.com
What one thing couldn’t you live without?
Time alone.
What music/books are you into right now?
Lately while I work I’ve been listening to Wayne Shorter, Rachael Yamagata, Patsy Kline, Joshua Radin, Nud, and Regina Spektor. Books: I just finished a book called “You Inc., The Art of Selling Yourself”. It sounds corny, but it helped me since my head is wrapped around the design more than the marketing and sales. Besides that, the Quickbooks Pro manual has been an ongoing read for the past few months!
What advice would you give to other designers trying to sell online?
Having a fantastic website helps. I’m still working on mine. I don’t really have any advice, since I am new at online. Most of my sales are through reps.
Where do you hope you/your business will be in 5 years?
I’d like to have my products in children’s and women’s boutiques across the country as well as in countries overseas such as Japan and Australia. In addition, I hope that I have additional licensing contracts to create various products using the molded pvc such as shoes, rain-wear and jewelry. Currently I am working on a line of handbags, luggage tags and laptop bags/sleeves under the Yosifa-Penina brand name which will be marketed and distributed nationally through a licensor.
What’s the best piece of advice you’ve ever received?
Persistence is omnipotent.
&
Surround yourself with positive, inspiring, and supportive people.
The Black Apple is Emily Martin, curiousity peddlar and picture scribbler. Her artwork is fantastic! I discovered her while reading Rodellee’s blog and cannot get enough.
Visit The Black Apple Etsy store and the artist’s blog at www.theblackapple.typepad.com.
