Face Masks, Emotional Strength and Pivoting Your Business

BY LEAH RYBAK

Reed Silberman of Ink Monstr talks about hardship, positivity, and moving forward in the face of uncertainty.

Perseverance. Perspective. Emotional Growth.

Reed Silberman of Ink Monstr credits his success to these three things during these trying times. “Your perspective of the situation and how you choose to react to it is crucial,” Silberman, Founder, and CEO of Ink Monstr says.

As a business owner and a person, Silberman is no stranger to hardship. He recalls coming close to shutting Ink Monstr’s doors 100 times. He never let it happen before, so there was no option but to stay open and running during COVID-19 times either.

Within a week of the pandemic, Silberman lost every single one of his clients and future projects. Locally owned and operated close to Denver’s Empower Field at Mile High, Ink Monstr specializes in custom graphics, large format printing of stickers, banners, wall wraps, vehicle wraps, and installment all over the United States. After a record year in 2019, three months into 2020, and like most businesses in Colorado, all work came to a crashing halt.

PERSEVERANCE

So when Silberman and his team were faced with losing all their work, he credits staying calm and remaining creative. One team member applied for loans and grants, while the rest of the team pivoted their entire workforce to 1 product in just four days.

That one product?

Face masks.

Ink Monstr had a small portion of its business that focused on private label manufacturing, which used to be around 12% of its gross sales. Now, with facemask production it has grown to 90% of gross sales, the team has increased fourfold, and Ink Monstr had a record April. Not to mention that overhead has increased, new machinery and staff were added to the roster, and the team is on their third iteration of mask design. All while social distancing, working remotely, taking staff temperatures multiple times a day, and abiding by all of the statewide restrictions. “We are doing the best we can to shift and be nimble to navigate the restrictions and keep up with the ridiculous demand,” he says. Now, Ink Monstr is up to designing, printing, and shipping over 20,000 masks a week. Silberman projects that by mid-May production will be up to 50,000 masks a week with the addition of a pop-up shop in Denver.

Ink Monstr’s face masks are locally designed, produced, and high quality. Not only are they breathable, moisture-wicking and have UPF-50, but they are stylish, well-fitting, and can be customized for businesses, corporations, or even the state of Colorado.

PERSPECTIVE

“It’s a win-win,” Silberman says. “Everyone on my team stays employed, I get to stay in business, and we are servicing a need in the community not just locally but nationwide.”

About the future amidst the changing times, Silberman echoes what so many Denver local business owners know to be true. Things won’t return to “normal,” but this too shall pass. In the face of COVID-19, your goals remain paramount.

“Nothing is forever,” Silberman says. “When you have a big picture vision and a big picture goal. Anytime you have negativity or fear, you always get to connect to your goal, your motivation, your passion. Whether it’s this pandemic or speed bumps, it’s always going to be something. Keep pushing forward.”

Silberman credits so much of his success to his fantastic team. They have been working day and night, literally adding a night shift for production, to keep the business afloat. “Seeing everyone come together, working hard, staying positive, putting in the effort and making it happen,” Silberman says. “They are doing whatever it takes.”

EMOTIONAL GROWTH

After 35 days of working straight himself, Silberman is more than determined to see his business succeed no matter what as well.

Personally, the culmination of years of emotional growth, harnessing perspective to remain positive in the light of it all, is how Silberman credits his success during all of this. “All the work I’ve been doing emotionally, mentally, physically, spiritually has all prepared me for this moment,” Silberman states. “This is the Superbowl for a small business. All the mistakes, pitfalls, and experiences I’ve had over the past 20 years has prepared me for this. These past few months have shown me how far I’ve come.”

Speaking again of perseverance, Silberman encourages other small business owners around Denver to not be afraid to make mistakes or pivot during this uncertain time.

“The faster you make mistakes, the faster you have the chance to be successful,” Silberman boldly states.

Ink Monstr’s vision may have shifted, but their core has remained the same. They will always offer their traditional products and keep design at the forefront of their business, but at this time, facemasks are the name of the game.

June 2020 | www.fluenthustle.com