Artisan Joy, Issue 2

OVERCOME IMPOSTER

SYNDROME

LEARN WHY PERSONAL BRANDING MATTERS

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Showcase your brand and reach artists and artisans. Inquire at hello@artisanjoy.com.

Front Cover Photo: Courtesy of Next Door Goddess

Stylist: Notis Sakoulas Korasis

Photographer: Maria Saltaura, Aura Photography

Model: Johanna Kalinke

Hair and Makeup Artist: Stavropoulou Elena

Photography Assistant: Mariangela Chatzidiakou

Styling Assistant: Iro Tsourtou

Nails: Vasiliki Panolaridi

Artisan Joy is published quarterly. All rights reserved. No part of this publication or its affiliated website may be used without written permission of the publisher. ISSN 2836-9998 (Print) ISSN 2837-0007 (Online)

Every effort is made to avoid errors, misspellings and omissions. If, however, an error comes to your attention, please notify us at hello@artisanjoy.com and accept our sincere apologies. Thank you. ©2023

“Flowers,” color photograph, 2022. Learn more about the artist at dijart.us.

Duane Johnson

Letter from the Editor

This issue is filled with stories about how creative entrepreneurs found their footing in the business world. Discover their advice for running a thriving artisan business.

Brand strategist Hilary Young wrote a piece on personal branding. It seems like a cliché these days, but Hilary says that personal branding—when done right—can really set you apart from the competition.

Uncover ways to market artwork beyond the gallery. Artists and experts in the art industry revealed their best advice for promoting artwork.

Certified life and mindset coach Tammie Bennett penned an article for you on how artists, designers and makers can overcome imposter syndrome.

Be inspired by designer Addie Rawr’s story. When she couldn’t find greeting cards that represented her friends and family, she created them and turned her designs into a flourishing business.

Natalie Dion chatted about how furnishing her home sparked a handcrafted furniture and décor business. She also shared advice for running a creative business—including recommending other small businesses that helped shape her brand.

Leather artisan Chau Sáenz shared how she defines success, where she finds inspiration and her advice for others looking to sell their art or artisan goods.

Read how Carol Gancia went from an award-winning video producer to up-and-coming chocolatier.

Discover how fashion designer Sara Annapolen translates her original artwork into women’s resort wear.

Check out our interview with Yvette Estime, co-founder of Dirty Celebrity. Here, she discussed cofounding a brand of “punked-up street fashion style” with her twin sister, neurodiversity and being an introvert in business.

Read about Vicky Gkarmiri’s journey from physician to jewelry designer and how she found the courage to change careers. Vicky also won our cover contest.

Learn about the work social enterprise entrepreneur Margarida Vasconcelos is doing in rural Uganda to empower women artisans. Plus, find out what soil-tosoil fashion means.

Lastly, several artists entered our cover contest, and their work is presented in our Artist Showcase.

Thank you for reading Artisan Joy,

WHY YOU NEED TO ESTABLISH A PERSONAL BRAND AS A CREATIVE ENTREPRENEUR

By Hilary Young

The concept of branding has officially made it into the mainstream. Branding is everywhere and, quite frankly, hard to avoid. It’s not even relegated to the business world anymore, given that I’ve witnessed many friends describe the actions of others by saying, “That’s so on brand for you!” over brunch.

As with most new trends, once you hit a saturation point, people begin to become averse to the concept. It can start to seem phony, watereddown, or unnecessary. But as someone who has been a brand strategist and marketing expert for well over a decade, I want to tell you that branding is perhaps one of the most important things you can do when you run a business.

Branding is the heart of a business and the reason that customers will open their wallets for you. The same is true for a personal brand; choosing to step into the spotlight, especially as an artist or a creative entrepreneur, can give you a bigger platform and help you forge deeper connections with your target audience.

Find the right community

A big part of branding, whether business or personal, involves knowing your audience. In some cases, your audience for a personal brand can overlap with a business brand, but more often than not, a personal brand will give you an opportunity to connect with a new audience. Getting to know a person has a different

psychological impact on consumers than how they interact with a potentially faceless business.

The key here is to be strategic about how you let the audience see who you are; you have to cultivate a branded version of yourself to both create consistency and ensure that certain aspects of who you are can remain private. When you are thoughtful about the personal brand you are creating, you can ensure that the right people will find you—people who are interested in what you have to say.

Think about some of your favorite brands and the people who run them. How do you engage with their content differently? What do you like to hear or see from the personal brand that you don’t like to hear or see from the business brand (and vice versa)? If you notice that you feel more inspired by the people behind the business, that’s the work of a well-crafted personal brand.

Showcase your unique point of view

Knowing your audience is only one piece of the branding puzzle. Creating strategic pillars of content for your personal brand will not only help to keep you—wait for it—on brand, but they will also help you become known for your ideas, energy and awesomely unique self.

Telling people to “just be themselves” is never the best advice when it comes to a personal brand. Building the right personal brand means being intentional about

the version of yourself that you’re moving into the spotlight, and the best way to do that is to come prepared with a plan. Strategic pillars of content serve as a framework for operating your personal brand effectively.

Typically, I encourage my clients to choose between five to seven pillars, all of which serve as the main topics they want to become known for. These pillars serve as your north star when it comes to creating content and figuring out what to say within the confines of your personal brand. Some of the pillars can be connected to workrelated topics, but personal brand pillars should also focus on things you are passionate about—from motherhood to social justice to your approach to building a business, all of which showcase the heart of who you are and inspires connection with others.

Set yourself apart from the competition

A personal brand done right will help you stand out from the crowd. In this increasingly digital world, figuring out a way to differentiate yourself from the competition is a surefire way to achieve success. When you can showcase your unique perspective on the world through a personal brand, it connects you to the right

audience and creates brand loyalty. And brand loyalty goes a long way when it comes to buyer decisions.

According to Nielson research, a little over onethird of consumers trust messages they receive from a company compared to almost 90 percent of consumers trusting recommendations from an individual they feel like they know. That’s a huge gap, one that has the power to move the needle in terms of profitability.

Just like people, brands have different personalities, characteristics and voices. Just as all of these things set us apart from one another IRL, building a brand can do that for your business or your personal profile as a business owner. You’ll hit your stride by focusing on what makes you different and using it to connect with your audience.

Want to succeed? Always be authentic

The biggest piece of advice I dole out to clients when it comes to personal branding is to never lose sight of yourself in the process. Lead with authenticity, don’t try to copy what your competitors are doing and always show up as yourself. Otherwise, your personal brand will eventually collapse like a house of cards.

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ASK THE EXPERTS

WHAT ARE SOME WAYS TO MARKET ARTWORK BEYOND THE GALLERY?

Marketing your artwork can be challenging. A reader asked us to present creative ways to promote artwork. While galleries have been the traditional route, artists reach potential buyers in many other ways. So we asked artists and experts in the industry to share their best advice for promoting artwork. Read their thoughts below.

Mary Cannon, Attorney and Entrepreneur, Goodcounsl: ONLINE MARKETPLACES AND MARKETING

Online marketing can be a game-changer for artists who want to expand their reach and connect with a larger audience. To maximize the potential, it’s crucial to have a solid understanding of social media and SEO fundamentals.

Artists can use dedicated online art marketplaces to get their work in front of potential buyers who are actively shopping for art. To increase the visibility of their work on popular platforms, artists should focus on crafting effective descriptions and using relevant tags. It’s also important to link to your shop from your own website or social media.

Newt Grover, Artist and Owner, Newt Glass: IN-PERSON MARKETING

Some ways artists can market their artwork beyond the gallery are street fairs, farmer’s markets, and approaching small businesses. Going to street fairs and farmer’s markets allows you to show the public your work and possibly get someone to purchase some pieces. When you reach out to a small business you are providing a service for the business owner. This could be painting a mural or providing art for the inside of the business. I have worked with many business owners that have then referred me to others allowing me to get my work out to the public for more people to see. For instance, I have installed a large glass chandelier at Mastro’s City Hall Steak House in Scottsdale, AZ, and it is always a talking point for people who visit the restaurant. Getting people talking about your art is the best thing you can do to promote and market your work.

Active engagement in the online art community can offer a wealth of opportunities, like finding supportive connections, feeling inspired and motivated, and increasing the visibility of our artwork. It’s important to promote your work in person, too. Many artists find success by participating in popups and conventions, where they can benefit from the energy of being in a market and interacting with potential customers face-to-face.

There are other ways to

showcase your work and expand your network offline. For example, you could approach business owners to display your pieces, such as having your artwork for sale on the walls of a local coffee shop. You could also consider taking on commissioned work, like painting a colorful mural on the blank wall of a business, which not only provides exposure but can also generate serious income.

Don’t be afraid to think outside the box when it comes to networking and showcasing your art. Remembering to be creative and have fun can make your marketing efforts feel a lot more natural. Your people are out there, so as an artist, your job is to let your guard down and make yourself visible so they can find you.

Fahmi A. Khan, Visual Arts Coordinator, Art Educator, Creativity Coach: SOCIAL MEDIA PLATFORMS AND THE METAVERSE

Social media platforms like Instagram and Twitter are great places to promote your art. The world is in the era of Web3, and the interconnection among artists, audiences and collectors is much more accessible and fluid—digitally. There are many digital galleries too that exist only online and some on the metaverse.

On Twitter, there are ‘Spaces,’ live audio conversations on different topics that anyone can join to listen or participate in, where an artist can be hosted, promoted and critiqued. They can have conversations with buyers, other artists and collectors. This is a new opportunity beyond what we traditional artists have been used to and allows us more creative freedom in all aspects of being an artist—from creating

Editor’s Note:

Most recently, Ehsan collaborated with a young artist to create a painting that will be auctioned with 100-percent of sales going to St. Jude Children’s Research Hospital.

mixed media art to making connections that will allow us to thrive to marketing and selling our work.

Since much of the art is in digital form—the possibility of a European collector meeting an African artist is quite plausible—through the communities created in Spaces. There have been times when I have had to encourage artists to believe in themselves and have the courage to push out their art for the world to see. There is no need for a third party or shared percentages. It’s a direct connection to the collector.

Much of our success is based on the communities being built around us. I have been fortunate enough to enjoy many successes using the methods mentioned above and to have mentored some very talented up-and-coming artists toward their own success stories

Ehsan, Artist: NFTS AND CHARITABLE WORK

Gone are the days of competing for gallery space and waiting to be discovered. Build your own audience. The internet has revolutionized the way artists can promote their work. Galleries are still valuable and serve as a long-term strategy. However, artists can build their own networks, culture and galleries. If you don’t have the funds for a physical gallery, you can display your art in the metaverse. This also opens up opportunities for promoting your art by launching it as an NFT with a unique utility, like an embellished painting for every NFT purchased. There are so many avenues and platforms to explore.

Creating artworks for charity in another way Ehsan promotes his work. “I create art that inspires global peace and donates a portion of the proceeds to charities. When someone collects my art, they are supporting this vision. By partnering strategically with charities and donating, we can amplify our reach and drive success.

Let’s recap

From online marketplaces and NFTs to installing your artwork in a local business, there are ample possibilities for marketing artwork beyond the gallery. Our expert panel recommends experimenting with different approaches to see what works best for you.

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THREE STEPS TO OVERCOMING IMPOSTER SYNDROME

By Tammie Bennett

Imagine this. You just got into a juried show, a store just picked up your line or a company offers you a contract to license your work. You should be really pumped, right? You’ve worked so hard for this. But instead of being excited, you have thoughts like, “I’m not as good as they think I am,” or “I don’t know if I can create enough quality work

to keep them happy with me.” Welcome to imposter syndrome. Don’t worry—there’s something you can do about it.

Let’s look at what’s going on. Your brain likes familiarity. When you put yourself in new situations, your brain says, “Danger! Uncertainty lies ahead!” This feels unsafe to your brain,

HERE ARE THREE STEPS TO OVERCOMING IMPOSTER SYNDROME.

so it floods you with self-doubt. Your brain thinks the self-doubt will cause you to stop what you are doing and keep you safe from potential pain. But you likely want to get past it and continue on this new path. You want to see your art on products, on shelves and on gallery walls! So how do you overcome this self-doubt?

1. Be aware of your thoughts. “Oh, I see my brain is a little nervous about this new venture, and it’s giving me unhelpful thoughts.” Remind yourself, without judgment, that it’s normal for your brain to throw these thoughts at you. Self-doubt is normal. That’s what brains do. You are not doing it wrong. Remember, when you try to grow and take on new challenges, your brain gives you self-doubt to keep you safe from potential harm—sort of like an overprotective parent.

2. Find a new thought to practice. Now that you are aware of the unhelpful thoughts your brain is giving you, what do you do? Choose new ones! I’ll give you some new thoughts to get you started:

• I had enough skill to get me in the room. I have enough skill to keep me in the room.

• I offer a unique perspective, and that’s why they want my work.

• They chose me for my style, skill and talent.

• I worked hard and overcame so much to get here.

Choose one of the above thoughts (or come up with one of your own) and practice that thought every time self-doubt creeps in. Self-doubt is a stubborn beast. It will take practice on your part to overcome it.

3. Bolster yourself and your work like the girders holding up the Hollywood sign. It is helpful to actually write out a list of why you belong here.

Include your accomplishments, nice comments you’ve received about your work, what makes your work different and all the blood, sweat and tears (and JOY!) that led you to this point.

Taking time to be aware of the thoughts causing imposter syndrome, choosing new thoughts and being your own biggest supporter will help you get back to sharing your work with the world!

About the Author Tammie Bennett is a certified mindset coach, speaker, artist, educator and host of the Show Up Society podcast. You can learn more about Tammie at www.showupsociety. com and listen to her podcast at www. showupsociety.com/ podcast.

HOW

Addie Rawr

BUILT A SUCCESSFUL CREATIVE BUSINESS REPRESENTING BLACK CULTURE

Addie Rawr is the very definition of a creative entrepreneur as a watercolor illustrator, sticker maker, greeting card designer and all-around creative powerhouse. She got her start by seeing a huge gap in the greeting card marketplace—she couldn’t find designs that represented her friends and family. So Addie solved the issue by

creating cards featuring modern-day Black women. The artist and designer also mentors Black creatives, and she tells us more about that in her interview, which is packed with advice and inspiration for you.

Artisan Joy: How did you get started with your creative business?

Addie Rawr: In 2015 I was looking for a set of Christmas cards that represented modern-day Black women. I was in my early 20s and wanted cute cards to give to my friends and partner. Sadly, I wasn’t able to find many that showcased Black families and none for a younger buyer. I was already painting and selling my original paintings and figured that if I could paint some designs, I could make them into cards. It took me a few tries and hundreds of dollars on wasted paper, but finally, I created a set of four beautiful Christmas cards. I mass-printed them to give to my family and friends and sold the rest on Etsy.

AJ: At what point did you realize that you could turn your artwork into a business?

AR: After selling out of the Christmas cards—so many people asked if I had other greeting cards. They let me know how hard it was to find Black representation with greeting cards. I was honored to start creating more cards and enter into the greeting card business to represent my culture.

AJ: How do you define success for your creative business?

AR: I believe that selling anything that can be one item or 100 is successful in my business. It’s extremely difficult to have a creative business since it’s usually not a life essential. So I always remind myself that whenever someone purchases an item, I have succeeded as a business owner. I sold something that I created that someone else wanted, loved and thought it was worth using their hard-earned money to purchase. That’s what success means to me.

AJ: Where do you find inspiration?

AR: I find inspiration in everyday people who look like me. I people watch a lot. A lot of my illustrations are inspired by looks I’ve seen at festivals, concerts, walking around my neighborhood or even brunch.

AJ: What’s one piece of advice you wish someone had given you when you first started your creative business?

AR: Your journey isn’t going to look like anyone else’s, and that’s a good thing—keep it that way!

AJ: What advice would you give to someone who wants to begin selling their art or creative product?

AR: Do it! You’ll be surprised how someone, somewhere in this world, loves what you’re creating. Don’t think too much about trying to get it right or being successful immediately. Pay attention to how to feel when you start selling— that feeling is what’s important.

AJ: What’s something our audience would be surprised to learn about you?

AR: I have a degree in creative advertising! Most people think that I have an art background, but I actually wanted to work in advertising and be in “Ad Weekly” one day. Oh, how things have changed.

AJ: As creatives, we can be continuously creating and refining our art. How do you handle perfectionism?

AR: I think I’ve figured out a secret way to overcome my perfectionism. I tell myself that no one (even myself sometimes) knows how the end result is supposed to look like. It’s a fun way to appreciate my mistakes and say, “Oh, well, I guess this is how it was supposed to look,” and be okay with it.

AJ: Please tell us about how you help other Black creatives through your community.

AR: Oh, I LOVE helping other Black artists and designers. I started mentoring artists in 2018 and haven’t stopped. I have a community called Art & Ambition Studios, which is an online platform that highlights other Black creatives and shares resources to help us grow. I update the job listings, grants, programs and blog regularly. It’s

Your journey isn’t going to look like anyone else’s, and that’s a good thing; keep it that way!

a great way to share my experience while inspiring and hopefully helping someone who looks like me.

AJ: What’s something that surprised you about running a creative business?

AR: That shipping is expensive! I can say before I started my own business, I thought shipping should be free or super cheap. Shipping and packing supplies can cost you so much, especially if you want something fancy to mail your items in. I always try to be transparent with others about that when they start their business.

AJ: Running a business brings joys and challenges. What advice would you give to someone about handling the highs and lows?

AR: Remember the good times as much as possible. Print out your good reviews, feedback or emails. Keep them somewhere you can see them often so when the bad days come— you have something to balance you out.

AJ: Has someone ever criticized your work? How did you handle it?

AR: My work was highly criticized by a very popular feminine hygiene brand. I was doing freelance work for them, and they just didn’t like how my style translated in the message. At first I was hurt and disappointed. I felt like I needed to change how I illustrated because this was a big brand and an amazing deal. After some days of sitting on it, I regained my confidence

and remembered that their criticism didn’t mean I was a failure. I took note of everything they said, so I could apply it next time.

AJ: What’s a cause you are passionate about and why?

AR: Therapy for Black Girls. I grew up being told that therapy wasn’t for normal people. That something had to be “wrong” with you to go to therapy. As an adult, I stand behind everyone being open to therapy, especially Black women. I love Therapy for Black Girls because it reminds my community that you don’t have to handle everything alone. It has helped remove the stigma around therapy in the Black community, and I appreciate that so much. Learn more at therapyforblackgirls.com

AJ: Can you share the name of a supplier or vendor that you use for your business that you just love—one that makes running a business a bit easier?

AR: Online Labels! They are the best supplier for all label and sticker paper. The quality is amazing, they offer samples for free, and the customer service is great. I use their paper for my sticker sheets, candle labels and packaging labels.

AJ: And, of course, we have to ask you this: what brings you joy?

AR: The sun. There’s something about that shine, heat and brightness of the sun that instantly brings me joy and happiness.

Thanks, Addie! You can shop her work at addierawr.com

Remember the good times as much as possible. Print out your good reviews, feedback or emails. Keep them somewhere you can see them often so when the bad days come—you have something to balance you out.

Editor’s Notes: All photos courtesy of Addie Rawr. This interview has been edited slightly for clarity.

About: Pictorem is a Printing and Framing company making the highest quality custom wall art from your images. We dropship various sizes of Canvas, Metal, Wood or Acrylic prints.

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Natalie Dion

DESIGNER OF ARTFUL, HEIRLOOM-QUALITY FURNISHINGS

After Natalie and Julian Dion bought their first home, they needed to furnish it— but the couple spent all their savings on a down payment. So what would they do in a few weeks when they were hosting family for Christmas? Julian was a carpenter and designer. Natalie had a knack for home décor design, so they combined their resources to create their dream dining room table using remnants from Julian’s past projects.

Not long after creating that first table, Natalie caught the creative entrepreneur bug, and today she is the CEO of The Carpentry Shop Co., a woodworking and design company that creates unique, handcrafted furniture and decor. We’re talking pieces that will one day be heirlooms. In her interview, Natalie shares how the business started, what keeps it going and advice for running a creative business— including recommending other small businesses that helped shape her brand.

bookshelves, toy boxes, console tables, coffee tables, a vanity and frames. We would host gatherings at our home, and everyone would ask the same question: ‘Where did you get your furniture?’

AJ: At what point did you realize that you could turn it into a business?

ND: I launched The Carpentry Shop Co. with the support of my husband in February 2020. He said, ‘Natalie if you can design it. I will build it.’ I had been working in the federal government for the past ten years but figured out that I wasn’t content with what I was doing. Julian was running our first company, now known as TCSC Outdoors—a familyowned hardscaping contractor company in NYC specializing in custom carpentry. Together we decided that I would leave my secure and dependable job to build a company that I was passionate about. My last day of work was February 4, 2020. One month into launching the company, we were hit by the global pandemic. We took it as an opportunity to really buckle down and hone our craft. We spent days in our empty workshop building and designing tables with our girls. I listed the tables for sale on Etsy, and we made our first sales on that platform. Then through word of mouth, we were commissioned to do our first two big projects.

AJ: How do you define success for your creative business?

their needs. Sometimes the smallest details become the most important aspects of the designs. Getting to know my clients is super important to me. Lastly, the world inspires me—the shapes and textures naturally found in nature. It can be images from a magazine or architecture. Paintings, sculptures and historical items have a special place in my heart.

AJ: What advice would you give to someone who wants to begin selling their art or creative product?

ND: The hardest thing for me was establishing its worth. It is hard to put a price tag on something that facilitates self-expression. If you are turning a passion into a business, understand that you have to put a monetary value to it. Some see the value and have no issue with the price. Others may comment on the cost. The key is not to race to the bottom. If you are making something that has expression and meaning, believe in your pricing structure. There is the perfect client out there for each piece.

AJ: What’s something our audience would be surprised to learn about you?

ND: I did not attend art school. I have a bachelor’s degree in economics from the Smeal College of Business at Penn State.

AJ: As creatives, we can be continuously creating and refining our art. How do you handle perfectionism?

Artisan

Joy: How did you get started designing furniture?

Natalie Dion: I started designing furniture when we purchased our first home. I was seven months pregnant with our first child. We had just spent our life savings on closing costs and had no money for furniture. I am extremely close with my family, and they asked if we could host Christmas. Julian and I panicked for a moment until an amazing idea popped into his head. He would make us a dining table with leftover wood from his construction projects. The dining table is the first piece we made together. Then, there was an entry bench, some

ND: Success at The Carpentry Shop Co. is tied to the level of happiness our furniture brings to our clients. The pieces we make are intended to enable and encourage connection. The joy we get when we see someone’s reaction to the finished piece is everything. It brings us so much pride that something we made is going into someone’s home.

AJ: Where do you find inspiration?

ND: I find inspiration everywhere. Sometimes it’s the wood that inspires me. Scouting lumber yards is one of my favorite things. Every piece of wood is unique, and I love giving the wood a second life. Our clients inspire me. I enjoy speaking with them and getting to understand

ND: The beauty of what we do is that the wood is perfectly imperfect. We enhance the natural beauty that mother nature has provided. Our perfectionism comes into place with our techniques and execution of the project. We use high-quality, responsibly sourced materials. We are constantly learning and expanding our knowledge.

AJ: What’s something that surprised you about running a creative business?

ND: How quickly people want to put you in a box. They want your business to fit nicely under a label. Something that is familiar to them. They don’t always see your vision. Not all advice is good, and sometimes you have to

trust your instincts.

AJ: Running a business brings joys and challenges. What advice would you give to someone about handling the highs and lows?

ND: Highs are great, but you really figure out what kind of business you are in the lows. The lows are the times we learn the most. We have to push back the temptation to run and really stand firm in what we are building. It’s in challenging times that we emerge stronger.

AJ: Has someone ever criticized your work? How did you handle it?

ND: People criticize our work all the time. The first thing I try to figure out is intent. If someone genuinely has feedback that will improve the quality of our work, I am all ears. I listen to their feedback and think about what they said over several days. Sometimes, I will bring it to my team so we can discuss and put a plan into action. But, then, there are the haters. These are people that love to hate. It doesn’t matter what it is. They like to find fault in the world. I don’t listen to their comments. I block them out. I try my best to remove negativity from my life in all aspects.

AJ: What’s a cause you are passionate about and why?

ND: We believe that our incredible planet provides us with endless wonder and countless possibilities. By living out one of our core values, we show respect for our planet by giving back however we can, whenever we can. For this reason, we have proudly partnered with One Tree Planted, a 501(c)(3) nonprofit organization dedicated to global reforestation. To date, One Tree Planted has planted over 40 million new

trees across 43 countries and counting! As “One-forOne” partners, one tree is planted for every TCSC product sold. Our year-todate contribution equals 780 trees planted. You can learn more about the organization at onetreeplanted.org.

AJ: Can you share the name of a supplier or vendor that you use for your business that you just love—one that makes running a business a bit easier?

ND: One of the best things about owning your own business is you get to choose who you work with. We pride ourselves on working with other small businesses. Colectva provides comprehensive brand architecture and holistic business guidance for the busiest and most tenacious businesswomen. If you are serious about building a brand, founder Susana Cardona can help build and execute your brand strategy. DMG Hardwoods in York, ME is incredible. Walnut Road Harwoods in Lancaster, PA has some of the most amazing prices.

Lenna Keshishian is an upcoming textile maker, and we feel privileged to be working with her. Laina Karavani is an amazing product photographer who shoots all our products. The people at Kait Design Studio are the geniuses behind our website. Our graphic designers are a husbandand-wife duo from Mexico City, and we feel honored to have worked with them. I could go on and on. When possible, we source and partner with small businesses.

AJ: And, of course, we have to ask you this: what brings you joy?

ND: My family brings me joy. They are the reason I

create. They give me the room to be myself in all forms. I know my greatest achievement will be raising two incredible human beings. They are so proud of what we have achieved so far. Knowing that my husband and sisters are cheering me on is the most inspiring thing. My aunts, cousins and close friends were some of my first customers. My family believes in me and my dream to create furniture that encourages connection.

Thanks, Natalie. You can learn more about The Carpentry Shop Co. at www.thecarpentryshopco.com Editor’s Notes: All photos courtesy of The Carpentry Shop Co. This interview has been edited slightly for clarity.

The joy we get when we see someone’s reaction to the finished piece is everything.

From Passion to Business

AN INTERVIEW WITH LEATHER ARTISAN AND DESIGNER

Chau Sáenz

We chatted with Chau Sáenz, a skilled leather artisan who designs and creates luxury handbags and accessories. The designer’s love for bags and purses inspired her to enroll in a leatherworks school in San Francisco, where she trained under a Hermès leather artisan. The designer’s passion for her craft is evident in each piece she creates.

In her interview, Chau shares her experiences as a creative entrepreneur with us. Read how the handbag designer defines success, where she finds inspiration and her advice for others looking to sell their art or artisan goods.

Artisan Joy: How did you get started designing luxury leather handbags?

Chau Sáenz: I am obsessed with handbags. With no background in design or in the handbag industry, I decided to pursue my passion for leather handbags by becoming a certified leather artisan. The traditional art of handbag making fascinated

me, and I was eager to learn the techniques used by skilled artisans. Through my training, I discovered the importance of using high-quality materials to create durable and long-lasting products. This appreciation for quality has influenced my own handbag designs, and I strive to create pieces that will stand the test of time.

AJ: When did you know you would launch a business?

CS: From the very beginning, my goal was to turn it into a thriving business. Once I committed to becoming a certified leather artisan, there was no looking back.

AJ: How do you define success for your creative business?

CS: Positive feedback humbles me yet motivates me to improve. While encouragement helps, I feel there is still much work to continue to create designs that align with my purpose. I am grateful for feedback and the opportunity to adjust.

AJ: Where do you find inspiration?

CS: Looking at handbags from various designers, mood boards and fashion magazines is something I love to do. When I relax, like during walks, massages or meditation, where I can free my mind, I start to visualize design ideas. It’s fun when that happens.

AJ: What’s one piece of advice you wish someone had given you when you first started your business?

CS: Be patient. It’s easy to get frustrated when things don’t go our way or when we don’t see immediate results. But remember— good things come to those who wait.

AJ: What advice would you give to someone who wants to begin selling their art or artisan goods?

CS: Running a business can bring both joy and challenges. However, it is important to embrace your unique design and share it confidently. This means being comfortable with yourself and your brand. By doing so, you can overcome any self-doubt or imposter syndrome that may arise along the way.

AJ: What’s something our audience would be surprised to learn about you?

CS: There’s something about baking with mochi

that just makes my heart sing. It all started during the pandemic when my son and I were looking for a fun activity to do together. Not only did it give us a chance to bond, but it also allowed me to teach him some valuable math skills— and satisfied our sweet tooth.

AJ: As creatives, we can be continuously creating and refining our art. How do you handle perfectionism?

CS: For me, my design is my art. It’s not about being perfect—but about creating something meaningful

Running a business can bring both joy and challenges. However, it is important to embrace your unique design and share it confidently.

that I’m proud to share with the world. I approach each project with intent and purpose, and I try to be realistic about how “perfect” it can be.

AJ: What’s something that surprised you about running a creative business?

CS: I find sharing your authentic self publicly can be a vulnerable experience. It’s not just about posting and sharing; it’s about humanizing your work by showing who you really are. Through this vulnerability, you can find camaraderie amongst other entrepreneurs and gain more compassion for yourself and others.

AJ: Running a business brings joys and challenges. What advice would you give to someone about handling the highs and lows?

CS: The journey of entrepreneurship can be a tumultuous one, filled with highs and lows that can leave one feeling like they’re on an emotional roller coaster. It’s important to remember that these ups and downs are a natural part of the process and that every setback can be an opportunity for growth and learning. When faced with challenges, it can be easy to get discouraged and lose sight of the progress that has been made. That’s why it’s important to take a moment to acknowledge and celebrate every small win, no matter how insignificant it may seem. These small victories can help to provide the motivation and inspiration needed to keep pushing forward.

AJ: Has someone ever criticized your work? How did you handle it?

CS: Yes. It took me a long time to finalize my signature look on my bag. But when I finally found the design that gave me goosebumps, I knew it was the one. However, when the sample product arrived, and one feedback was to remove my main signature look, I felt crushed. But then I realized—this is my artwork. I designed it. And I should be proud of it. Art is different for everyone, and what speaks to me may not speak to someone else. But that’s okay. I stuck to my gut and trusted my creative vision. And in the end, my bag became a true expression of myself.

AJ: What’s a cause you are passionate about and why?

CS: The rise in hate crimes against the Asian American and Pacific Islander (AAPI) community since the onset of the COVID-19

pandemic is deeply concerning. I am grateful for the collaboration I did with the STOP AAPI Hate organization that brought attention to this issue at my son’s school. Let us continue to support their efforts to educate and raise awareness, as hate is a learned behavior.

AJ: Can you share the name of a supplier or vendor that you use for your business that you just love—one that makes running a business a bit easier?

CS: I utilize the Shopify platform for my website as it offers an extensive range of features and functionalities that seamlessly integrate with various tools. In

comparison to other website platforms, Shopify stands out for its versatility and adaptability.

AJ: And, of course, we have to ask you this: what brings you joy?

CS: Being able to use my creativity and organization skills brings me so much joy! I love planning fun gettogethers with friends and family, creating matching outfits or gifts and whipping up delicious treats in the kitchen. Seeing the smiles on everyone’s faces when they enjoy these things may seem like a small thing, but it’s truly rewarding.

Thanks, Chau! You can learn more about the handbag designer at chausaenz.com

From Video Producer to Chocolatier

THE STORY OF CAROL GANCIA’S SWEET SUCCESS

Carol Gancia is the founder of Kokak Chocolates, an artisanal chocolate company in San Francisco. The creative entrepreneur has an incredible story—Carol, an Irish-Filipino immigrant and LGBTQ member, moved to the United States from Manila, Philippines in

After mastering her career as a video producer, Carol challenged herself to lean into her love of food and create artisanal chocolates. Today the chocolatier is making waves in the culinary world with her colorful

Artisan Joy: How did you get started creating artisanal chocolate?

Carol Gancia: I love making stuff. I have made purses, hair accessories, needlework art, curtains, notecards and even skincare products. I enjoy drawing and painting. I also love cooking and baking artfully presented food for family and friends.

I was a journalist turned promotional video producer who started yearning for a new challenge and a new adventure a few years ago. After working in the video production industry for two decades, I was ready to be clueless and scared again.

The largest joy of entrepreneurship I receive is creating products that I offer to customers. Less than ten years ago, I decided on chocolates. I learned to make chocolates from different inspiring female master chocolatiers all over the

country. I continue to craft chocolates because I enjoy making people happy.

AJ: At what point did you realize that you could turn making chocolates into a business?

CG: I usually turn my creative passion into a business once I know that I will never get sick of doing it. I enjoy working with my hands. Making chocolates reminds me of my chocoholic family. It’s my happy place. I believe it also takes creativity to sell chocolates. I enjoy the challenge of learning and creating a profitable path for my passion.

AJ: How do you define success for your creative business?

CG: Chocolate is the language of love. It is what our customers gift their loved ones to say, “I love you,” “I’m sorry,” “I miss you,” and “I’m proud of you.” Success for myself means becoming an

instrument in touching the lives of every single person on the West Coast through our chocolates. I feel very happy seeing our customers order our chocolates for their loved ones from all over the country.

AJ: Where do you find inspiration?

CG: My inspiration comes from my own life experiences.

AJ: What’s one piece of advice you wish someone had given you when you first started your business?

CG: Do not start your business by opening a retail shop with a kitchen, no matter how conservative the square footage is compared to a dedicated commercial kitchen. It takes a lot of energy and financial resources to run a brickand-mortar retail store while making the chocolates from scratch. Keep your operation simple until you have finetuned your business model.

AJ: What advice would you give to someone who wants to begin selling their art or creative product?

CG: Buy from your competitors. Sit in a cafe across the street from your ideal business and count the number of people who go into their store at different times of the day and week. Use your intel to create a business plan with sales projections.

AJ: What’s something our audience would be surprised to learn about you?

CG: I love learning, and it is my primary motivation in my businesses and not money. It doesn’t mean I don’t focus on profitability. It is a given, but what makes me happy

is when I’m growing and evolving throughout life.

AJ: As creatives, we can be continuously creating and refining our art. How do you handle perfectionism?

CG: As a professional artisan, you will develop techniques that will help you achieve a level of quality that will keep you proud of your work.

You will also track your labor and ingredients in every product to determine a price that will cover your cost and give you a decent profit that will pay for you and your operating cost. Customers will only pay so much for your product, and that will inform you how far you want to take your work.

Having said all this, I still do not compromise. I would rather close shop than scrimp on my ingredients, for example. In the end, see what makes sense to you based on your goals, principles, beliefs and how deep your pocket is.

AJ: What’s something that surprised you about running a creative business?

CG: I have always had creative businesses. What surprised me was the amount of pivoting and learning I needed to do in chocolates to get to the same level of business acumen I mastered in video production.

AJ: Running a business brings joys and challenges. What advice would you give to someone about handling the highs and lows?

CG: Stay the course. Persistence differentiates you from the next starting entrepreneur who gives up too soon before cracking the code to business success.

Save for the rainy days. Always.

AJ: Has someone ever criticized your work? How did you handle it?

CG: I’m used to feedback. It’s part of my earlier training as a journalist. You need to keep proving yourself every day. It’s most important to know your worth, listen, take advice that helps you and filter out the rest.

AJ: What’s a cause you are passionate about and why?

CG: I am passionate about encouraging people to become entrepreneurs. Renaissance Entrepreneurship Center helped me so much when I was just starting. They offer courses that serve as a steppingstone to bigger and better things. They also have grants, scholarships and loans.

AJ: Can you share the name of a supplier or vendor that you use for your business that you just love— one that makes running a business a bit easier?

CG: I love buying locally, especially with a company that is easy to do business with. There is a family-owned farm in Lincoln, CA, called Fiddyment Farms. I have tried so many

different nuts in my life, and their pistachio is superb.

AJ: And, of course, we have to ask you this: what brings you joy?

CG: It makes me happy to bring joy to our customers and help them find the perfect chocolate to connect with their loved ones. I am grateful for the opportunity to do this every day. It also brings me so much joy to see my employees flourish and start their own businesses. Finally, it brings me joy and peace to see a worklife balance where I get to do my passion while enjoying time with my family and friends. Work is a big part of my life. I enjoy working very intensely, but by far, my time on Boracay island, Philippines, takes the cake!

Thanks, Carol! You can learn more about Kokak Chocolates at www.kokakchocolates.com

Editor’s Notes: All photos courtesy of Kokak Chocolates. This interview has been edited slightly for clarity

Sara Annapolen is the founder of Sara Joy, a collection of women’s resort wear made with original artwork. Before launching her label and following her dream career, Sara worked in the corporate fashion world. We chatted with the artist to learn how she went about starting a clothing line.

Creating Art and Building a Brand

AN INTERVIEW WITH FASHION DESIGNER

SARA ANNAPOLEN

Artisan Joy: How did you get started creating your art?

Sara Annapolen: I’ve always been an artist, and my pregnancy and postpartum journeys inspired me to create woven paper art, a type of multimedia project. It became the first print in my collection.

AJ: When did you realize that you could turn your craft into a business?

SA: I always dreamt of having a business. I left corporate fashion in 2019 to research launching my own label. I quickly realized that my years of experience in the industry were well-rounded, and I knew enough to just start. With the right branding and messaging, the idea blossomed and came to fruition quickly. I haven’t looked back!

AJ: What inspires you, and how do you apply that inspiration to your work?

SA: I am inspired by the colors in nature and the beach. Sunrises, sunsets and flowers all bring such beauty to this world. I find print inspiration through traveling—whether it’s a vintage rug or Italian mosaic tiles. Photographing different architectural styles can be inspiring, and so can small details like dishes at a restaurant in Thailand!

AJ: As creatives, we can be continuously creating and refining our art. How do you handle perfectionism?

SA: This has been a big lesson for me becoming an entrepreneur. I have been practicing the art—no pun intended—of action over perfection. Done is better than perfect, and that’s how I’ve been able to move forward. In terms of art specifically, I have come to realize that I am so much more detail-oriented than my customer—to a fault on my part— and I try to stress less about print details. Nobody notices each brush stroke the way I do!

AJ: What advice would you give to someone feeling vulnerable about putting their art out there?

SA: It’s normal to feel scared. It’s also okay that your work won’t be for everyone. If you are passionate about sharing your art—don’t give up. Someone will love it.

AJ: Has someone ever criticized your artwork? How did you handle it?

SA: Not directly, but I have certainly

received feedback that was not exactly a compliment in my book. It’s helpful to remember you won’t be for everyone, and you don’t want to be for everyone. You want to be for your customer—your specific consumer. The one who will emotionally react to what you’re doing and come back for more.

AJ: Is there a cause or non-profit organization that you’re passionate about?

SA:  I am very passionate about maternal and postpartum mental health, having been through my own challenging journey. Creating art helped me deal with postpartum anxiety and build my first collection. In Kind Boxes is a nonprofit organization that supports new mothers in need. You can learn more at www. inkindboxes.org.

AJ: What brings you joy?

SA: Launching my brand has brought me so much joy. My mission is to bring positivity and happiness into the world. I believe in the mind-body connection and using fashion accessories as a tool to awaken the joy that lives inside you—it can be a powerful tool.

Thanks, Sara! You can learn more about Sara Joy at  www.shopsarajoy.com.

Editor’s Notes: All photos courtesy of Sara Joy. This interview has been edited slightly for clarity.

With ample time to think on the long flight to Texas, Vicky decided to give her passion for designing jewelry a shot. She shares her story in the thoughtful interview below, and it’s sure to inspire those who have a career change in their hearts

VICKY GKARMIRI

ON MAKING THE LEAP FROM PRACTICING MEDICINE TO DESIGNING JEWELRY

After immigrating to the United States from Greece in 2019, Vicky Gkarmiri launched Next Door Goddess, a brand of limited-edition statement jewelry pieces inspired by her homeland. Though designing jewelry had been her passion for many years, Vicky’s decision to start Next Door Goddess wasn’t an easy one. The designer spent years practicing medicine as a family doctor in Greece and felt compelled to choose between continuing her career as a physician in the U.S. or taking a chance on starting a new business. “I was going back and forth for a while. Medicine—if you love it—isn’t a field that’s easy to walk away from,” she said.

AJ: How did you get started as a jewelry designer?

Vicky Gkarmiri: Designing and making jewelry and collecting beads has been my passion project for more than 30 years. I started out being self-taught. Back in the day, browsing the internet and watching YouTube weren’t options. Meanwhile, I studied medicine and became a family physician.

I kept my passion alive because I loved seeing women wearing my jewelry and feeling confident and gorgeous—like goddesses. I studied jewelry design in Greece and at the New York Institute of Art and Design to sharpen my skills while still a physician. I thought I would set up a business at 67 after retirement because I loved my job, too!

But then, we decided to immigrate, and I came to a crossroads. I wasn’t sure what to do. Taking the medical path again looked like the logical way to go, but I had this feeling inside— something was nagging me. Then, I took a career change course, and one question changed my trajectory: “If you were to die tomorrow, what’s the one dream that you’ll regret not having given a chance to?” That put the seed in me to change my path in my professional life.

EVERY GIFT IN LIFE COMES WITH A RESPONSIBILITY. YOU WERE NOT GIVEN THE GIFT OF CREATING BEAUTY SO THAT YOU COULD HIDE THAT BEAUTY UNDER THE TABLE.

Our current website went live on January 2, 2021, after a long path of ups and downs. I consider this to be the day our business was born.

AJ: When did you realize that designing jewelry could be your business?

VG: Very early on, women were asking to buy my jewelry. In Greece, we all love dressing up, even for a walk in the park. And jewelry is a must. So, it was always a possibility.

In Greece, there’s a saying that loosely translates to “learn a craft and let it go, and if you’re hungry, grab it again,” meaning a craft can feed you in times of need.

But I was a doctor with limited time. Then I got married, and we had three little ones; my hands were full. I kept making jewelry, collecting beads and studying design out of passion, and I thought I might build a business later in life. Because I loved my job, and it’s a job with high demands if you want to do it well.

Meanwhile, we started discussing immigration seriously, and, as I mentioned before, up to the last moment, I wasn’t sure about the path I would take.

I wanted to make an informed decision, so I took personality tests and courses on how to build a jewelry business and started virtually hanging out with jewelry designers and getting mentorship because I wanted to make sure this was something I really wanted to do.

So, between realizing I could make money out of this and

getting out there, building a website and starting a business, almost 30 years went by.

AJ: Where do you find inspiration for your creations?

VG: My creative inspiration comes from two sources. The first one is Greece. The style, the colors, the happy vibes, the amulets, the sunshine—everything I was brought up with and my memories of places I have traveled to, both in the islands and the mainland—these are engraved in my heart.

When I create, I always have Greece and that woman in my mind. She’s the one I design for—my boss. A big part of my process is intuitive. I start creating a piece, and down the road, I let it take its own path.

It feels like my pieces are coming to life through me rather than being made by me, and I firmly believe this is happening because a woman out there would love to have these specific pieces in her jewelry collection.

I rarely, if ever, sketch. When I see and touch the beads, the yarns, the textiles, I get images that are so clear in my head, and they come instantly, like a download. Sometimes I wish I could print my thoughts!

AJ: What’s something our audience would be surprised to learn about you?

VG: I was bullied as a kid for my weight. I became insecure about my looks, and that took me down a vicious circle of low self-esteem and feeling less than for many years, well into my adult life. Part of my why for making jewelry is

that I want every woman, myself included, to realize that we all deserve to feel gorgeous and confident just as we are.

Our company name and the Goddess charm were born out of my need to have a charm like that back then when I was beating myself up for not looking like the girls on the magazine cover, but also now, as the woman in my mirror grows.

Everyone thinks I’m so confident, but insecurities are always there. They’re fueled by the scale, the gray hair, the pandemic belly, the wrinkles—you name it. From size 8 to size 12, I have been confronted with negative selftalk, so I learned that confidence is a muscle that I need to keep working on.

Down the line, I figured out ways to manage my inner voice. I saw that when I look good, I feel good and that it has less to do with my size and more with my style. A visual reminder of how I deserve and want to feel can go a long way.

AJ: As creatives, we can be continuously creating and refining our art. How do you handle perfectionism?

VG: When I subscribed to the idea that beauty doesn’t mean perfection, it started infusing my whole life. Our calling as artists is to bring beauty to this world in the form we perceive it. But our human hands weren’t destined to become precision machines. Instead, they were destined to infuse our creations with feelings and soul. There’s no amount of perfection that can ever beat that.

When I see my piece, and I get the feeling that I captured the moment, the place, the vibe, I proudly present it to the world. If I take it apart because it has a slight imperfection, despite it being so beautiful, despite loving it, then am I not giving myself the subconscious message that I should take myself apart because I’m not perfect?

As a customer, I will return a machine-made item if it’s not pitch-perfect. That’s my expectation of it. But I often buy handmade, and I love the little imperfections that make these items unique and beautiful. Then I remind myself that’s what my customers love about my pieces, too. This is the cure I found for my artistic perfectionism.

AJ: When it comes to running a creative business, what keeps you going through the ups and downs?

VG: A testimonial I got: “The message behind your jewelry was one of the things that inspired me to publish my first-ever poetry collection. I love how I feel when I wear it. I believe every woman deserves to feel that way.”

Next Door Goddess is here to spread a message, and if I quit, then some woman out there who needs to hear this message from me in the way I deliver it will miss out on feeling beautiful.

AJ: What advice would you give to someone who is interested in putting their work out into the world but feels vulnerable about it?

VG: Every gift in life comes with a responsibility. You were not given the gift of creating beauty so that you could hide that beauty under the table. You were given this gift because someone out there needs your creations, and you are here to serve that someone. Nobody else can do this in the way you do. So why are you not serving them? Out of fear of rejection?

Rejection is a fantastic thing. For every person out there, who will not like your work, there’s another person who will love it. Indifference is the problem, not rejection. If people are indifferent towards your work, then you’re not putting out all of you; you’re holding back.

Art is polarizing because it triggers emotion, so let go of the need to please everyone; it’s impossible. Express yourself to the max, in the wildest way your heart desires, then stay the course, and find the people you are here to serve. The more you get yourself out there, the less vulnerable you will be.

AJ: Has someone ever criticized your designs? How did you handle it?

VG: I receive criticism constantly— my jewelry is bold and different. I’m grateful when people take the time to comment on my work. This is very important because people don’t always do that. It means my work triggered some emotion—even if it was a negative one, this is great.

To address this, I have a go-to response: “It looks like my work is the wrong fit for you, but thank you so much for taking the time to give me feedback. If you let me know what you’re looking for, I may be able to point out some designers that do it in an exceptional way.”

I only consider changing my designs based on the feedback of my customers. They are my boss, and I’m here to serve them. The rest are just the wrong fit, so it’s best to refer them to the artists who can serve them better. This means nothing for the value of my work or me. The sooner you realize that as an artist, the better your life will be.

AJ: Are you passionate about a cause and why?

VG: I’m passionate about giving back, and I have found an organization with a cause I love. In Kind Boxes is a volunteerrun not-for-profit organization helping new moms in need with postpartum mom and baby care essentials. This is so important and close to my heart. If there’s one point in life where a woman’s confidence takes a hit, postpartum tops the list. Hormones, lack of sleep, a new baby, body changes, the list is endless. Moms in need are the most vulnerable, and I love that this organization is thinking of them, too—not just the baby. We have a whole line of bracelets giving back to this organization, but there are multiple ways to help them. Please check them out at website: www.inkindboxes.org

AJ: And, of course, we have to ask you this: what brings you joy?

VG: I have a big list, but hugs and kisses from my loved ones are on top. Creating is my happy place, but seeing women wearing my designs, looking gorgeous and feeling confident makes me even happier. A little gift, a phone call, a sunset shared, a dance, writing, painting, being of service—this world is full of opportunities to feel joy. Sometimes we’re grumpy over the little things and forget all the big-ticket items going well for us. The more I practice gratitude, the more I find joy.

Thanks, Vicky! Next Door Goddess jewelry is available at nextdoorgoddess.com.

Editor’s Notes: All photos courtesy of Next Door Goddess. This interview has been edited slightly for length and clarity

From Anime to Sustainable Indie Fashion

THE STORY OF DIRTY CELEBRITY: AN INTERVIEW WITH CO-FOUNDER Yvette Estime

As teens twins Eva and Yvette Estime loved watching anime and flipping through Japanese street fashion magazines—interests that would influence their future careers. Fast-forward to 2020, when the sisters founded Dirty Celebrity, an indie fashion brand. “Our accessories line takes inspiration from Japanese streetwear, American punk and pop culture—all created with a focus on sustainability,” said Yvette. In case you were wondering, Dirty Celebrity is slang for wearing an outfit that mixes designer and fast fashion pieces.

With a laser focus on building a zerowaste brand, the sisters won the 2023 CFDA x Accessories Council Launchpad Fellowship for sustainable accessories. Here, Yvette talks about co-founding a brand of “punked-up street fashion style,” neurodiversity and being an introvert in business.

Artisan Joy: How did you get started?

Yvette Estime: I was a born artist. I remember getting my work in the children’s museum when I was five years old, but as I got older, I became more interested in creating 3D than 2D art. I started sewing, but I really wanted my jewelry to have a 3D vibe as well. That is when I saw a 3D printer and decided to take adult learning classes at FIT (Fashion Institute of Technology) to learn to create in a 3D plane. 3D printing is my latest obsession.

AJ: At what point did you realize that you could start a business?

YE: During the pandemic, so many people started their own businesses, and I thought I could do this as well! So, I launched my accessories line in December 2020, and now I won a CFDA grant along with my twin sister.

AJ: How do you define success for your creative business?

YE: When you do not focus on trends but somehow still have people loving and supporting you—that to me is success!

AJ: Where do you find inspiration?

YE: Pop culture and Japanese streetwear are my main inspirations. I love the use of color in J-fashion and the cultural influence of pop culture.

AJ: What’s one piece of advice you wish someone had given you when you first started your creative business?

YE: As an introvert, most business advice is tailored to extroverts—do speeches, hold events and show your face on social media. All the gurus tell you to cookie-cut your representation of your company. The reality is that what works for them may not work for you. You have to create your own framework for success.

AJ: What advice would you give to someone who wants to begin selling their art or creative product?

YE: Find your target audience, and do not be ashamed to talk about your art. Remember that not everyone knows what you do!

AJ: What’s something our audience would be surprised to learn about you?

YE: I am neurodivergent and have a hard time with time management, hyper-fixation and social skills. These differences have led me to create my own path to success.

AJ: As creatives, we can be continuously creating and refining our products. How do you handle perfectionism?

YE: I don’t because imperfection, to me, is more beautiful. I like when things are off-center, shredded, uneven or mixed up. I think it gives it character.

AJ: What’s something that surprised you about running a creative business?

YE: I wish it was just about being creative, but there is so much to running a business no one talks about! Taxes, advertising, marketing, branding and designing all go into it.

AJ: What advice would you give to someone about handling the highs and lows that come with running a business?

YE: Use the highs as a catalyst for the lows. We tend to forget the highs when we are at our lowest. Remember when you were at your highest and know you can get there again.

AJ: Has someone ever criticized your work? How did you handle it?

YE: Yes. I get the ‘I can find that’ comments, but they just lead me to look for unique components and try new materials and techniques. I take it as sound advice to diversify my offerings.

AJ: What’s a cause you are passionate about and why?

YE: Sustainability has always been a passion of mine, and so I launched a plant a tree with every sale partnership with Ecologi. You can learn more at ecologi.com.

AJ: Can you share the name of a supplier or vendor that you use for your business that you just love—one that makes running a business a bit easier?

YE: No Issue has been a great supplier in my sustainable packaging journey with sustainable custom print tissue paper. Better Packaging is a women-led business located in Australia that creates my sustainable drawstring bags for my larger jewelry and sunglasses.

AJ: And, of course, we have to ask you this: what brings you joy?

YE: Creating. Somehow bringing a thought from my mind into something physical always puts a smile on my face.

Thanks, Yvette. You can learn more about Dirty Celebrity at www.shopdirtyceleb.com

Editor’s Notes: All photos courtesy of Dirty Celebrity. This interview has been edited slightly for clarity.

HOW THIS SOCIAL ENTERPRISE ENTREPRENEUR PROMOTES SOIL-TO-SOIL FASHION IN EAST AFRICA

SEEDS & STORIES EMPOWERS WOMEN ARTISANS IN RURAL UGANDA

Social enterprise entrepreneur Margarida Vasconcelos cofounded Seeds & Stories, a non-profit that empowers women in rural Uganda. After working in law for many years, Margarida followed her passion for social justice and began a second career. In her interview, the creative entrepreneur shared what led her to Seeds & Stories. Located in rural Bigodi, Uganda, the organization helps artisans earn from their handiwork through circular fashion and capacity-building programs.

Being kind to the earth is one of the organization’s core values. “Seeds & Stories artisanal products are made

from a combination of local natural fibers and natural dyes, repurposed materials, modern designs, and traditional techniques passed down through generations, including basket and mat weaving. Artisans are encouraged to express their creativity and use traditional crafts to create our unique, soil-to-soil fashion items,” Margarida told us.

To illustrate their commitment to the environment, Margarida shared an interesting fact. “Seeds & Stories does not buy lining fabrics for our handbags but second-hand cotton sheets and curtains. In this way, we keep them in circulation for longer, and the environmental

Margarida Vasconcelos

costs of their disposal in landfills are avoided.” How cool is that? Keep reading to learn more about Seeds & Stories.

Artisan Joy: What inspired you to start Seeds & Stories?

Margarida Vasconcelos: To cut a long story short, through my travels, I visited several women’s groups, social enterprises, and community projects. I learned about the difference they were making to local women, even with limited resources. I spent some time in Bigodi in 2018 and fell in love with the village and its people. I met a local artisan, Stella, who showed me basket-weaving techniques and shared her knowledge of local natural dyes. During this time, I also learned about the economic, social, and environmental issues women in Bigodi face.

Two years later, the idea for Seeds & Stories started developing. The time had come to change my career and life, follow my passions, and focus on what matters to me. I approached John Tinka, the founder of The Kibale Association For Rural and Environmental Development (KAFRED) and Betty Tinka, the chairwoman of Bigodi Women’s Group, who loved the idea of a women’s social enterprise in Bigodi.

They surveyed local women, and they identified a lack of sustainable income as their biggest challenge and demonstrated their strong interest in being involved in a new income-generating project. Seeds & Stories was officially launched in September 2021, when our constitution was unanimously approved and we registered as a community-based organization. Stella is now the chairperson of Seeds & Stories’ women’s group.

Seeds & Stories enables me to move my values forward; it combines my passion for women’s empowerment, craft making, and regenerative fashion. It allows me to make a real difference for women in rural Uganda, contributing to gender

equality, social justice, climate justice and environmental regeneration.

AJ: What motivates your work?

MV: Seeds & Stories is motivated by economic, social, and environmental issues that currently exist in Bigodi, namely, no economic opportunities for women, low income, and environmental degradation. We aim to address these issues through a regenerative design lens, implementing nature and community-based solutions. We are embracing the cultural and ecological uniqueness of Bigodi, recognizing its distinctive local culture, traditions and landscapes.

Bigodi is very rich in natural fibers and dye plants. The local women are experienced basket and mat weavers. So, we thought of using local raw materials, sustainably harvested indigenous natural fibers, and natural dyes. This empowers local women artisans to use their skills and techniques passed down

through generations, such as basket and mat weaving, to create our beautiful, unique fashion items.

Seeds & Stories’ stylish and timeless handbags and shoes create social, economic, and learning opportunities for women in rural Uganda— representing the conservation of natural resources and environmental protection while promoting traditional crafts and cultural heritage.

AJ: How do you define success for your organization?

MV: Seeds & Stories is a nonprofit social enterprise. This means that any surplus is reinvested into social and

environmental community projects. We are just starting, but I hope we will be financially sustainable within the next two or three years, so we can pay living wages to all our artisans and team, cover all our costs, and fund our social and environmental programs without continued reliance on donors and grants.

Success for Seeds & Stories is to sustain the project through sales of our products and have a variety of clients that love our products, value what we do, and are proud to be part of the solution and, therefore, willing to pay a fair price.

AJ: Where do you find inspiration?

MV: Rebecca Burgess’s book, “Fibershed: Growing a Movement of Farmers, Fashion Activists, and Makers for a New Textile Economy,” had a massive impact on me and greatly inspired Seeds & Stories. I became fascinated by the regenerative movement and wanted to learn more about how we can make the world better by applying naturebased solutions. It is very inspiring and empowering to see women coming together, supporting each other, standing up for their rights, and making positive changes in their communities. Daily, I find great inspiration in nature, color and textures, traditional crafts, vintage pieces, and botanical books.

AJ: What’s something our audience would be surprised to learn about you?

MV: I have a law degree and a master’s in European Law, and I worked for 14 years in Westminster, London as a political/legal researcher.

AJ: As creatives, we can be continuously creating and

refining our art. How do you handle perfectionism?

MV: I embrace the beautiful imperfections of handmade work.

AJ: What advice would you give to someone who wants to begin selling their art or creative product?

MV: Stay faithful to your values. Be clear about your purpose and draw a line. Start small, step by step. Tell your story and engage as much as possible with customers and other artists, makers, and artisans. Meaningful connections and partnerships are fundamental for a business to grow. Besides, we can learn a lot by engaging in meaningful conversations and sharing with others.

AJ: What’s something that surprised you about running a creative business?

MV: You can be as creative and resourceful as you want by just using what is available to you locally.

AJ: Running a business brings joys and challenges. What advice would you give to someone about handling the highs and lows?

MV: Seeds & Stories has been a long and challenging but super rewarding journey. Social entrepreneurship is new to me, and I learn something new every day. My advice is to celebrate every single success, even if it is small; this keeps us going and motivated to move forward. Be proud of yourself and those who work with you for everything you achieve. Every step back is a learning opportunity. Learn

from what went wrong and make it better next time. Stay focused and positive.

AJ: Has someone ever criticized your work? How did you handle it?

MV: I always welcome constructive criticism and try to learn and improve my work from it.

AJ: In addition to Seeds & Stories, what’s a cause you are passionate about?

MV: I am passionate about women’s empowerment and have been campaigning for women’s rights, gender equality, and social justice since an early age. There are many women’s rights and women empowerment organizations that I support, and they also inspired me to launch Seeds & Stories. Please visit www.unwomen.org/en and  www.globalfundforwomen.org/.

AJ: And, of course, we have to ask you this: what brings you joy?

MV: Seeing the smile on my group of women’s faces every time they learn something new or nail a new skill brings me joy. Developing a product with these women brings me joy. Making my own clothes and experimenting with natural dyes and eco-printing bring me joy; any creative process brings me joy. Traveling, being surrounded by nature, and experiencing different cultures bring me joy. My lovely cat, Blossom, brings me joy.

Thanks, Margarida! You can learn more about the social enterprise entrepreneur and Seeds & Stories at www.seedsandstories.org

Editor’s Notes: All photos courtesy of Margarida Vasconcelos of Seeds & Stories. This interview has been edited slightly for length and clarity.

Reginald Rousseau

Acrylic and aerosol paint on reinforced vinyl canvas, 2022.

“Black Royalties #3”

Colored

Acrylic on canvas, 2021.

Lael Salaets

Colored pencil on gray paper, 2021.

“An Old Fashioned”

View the artist’s work at www.laelsalaets.com.

Landscape photograph, 2023.

Hillary Dahl

“Tucson Vibes”

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