Crafting a Business by Jenny Hart
Starting a small business is all about being innovative and savvy and learning from mistakes
By Jenny Hart
Published: November 5th, 2007 | 1:40am
It’s easier than ever to become an independent designer or business owner. You don’t even need your own Web site to sell your goods online. It’s super duper easy, and riches and fame await you, don’t they? Or, at least the satisfaction of having complete control over your ideas and doing whatever you want to do with your business is reward enough, right? Uh … well, let’s talk. I think it’s my duty to be encouraging while dispelling the many myths of what happens when you decide to craft a business.
When I started Sublime Stitching in 2000, I spread the word that embroidery doesn’t have to be relegated to teddy bears and bonnet-sporting geese. Simultanenously, I was active within the same craft community with sharing business how-tos for firing up an independent business. Over the years I’m constantly asked by others about how I’m making it all happen with a background in fine art and a degree in French. Well, it’s still happening, and I’m happy to share what I’ve learned.
Dear Jenny,
It seems to me that somewhere between working average day jobs and having your own successful business, there would be a scary transition. How did you handle that? Any tips for crafty women who would like to do the same but who don't have the courage?
Thanks!
Amanda
You bet it was scary. Lost sleep, constant worrying, and seemingly endless work at two jobs: my day job and my dream job. It still is scary. But the scary part is different now. Attempts at making bigger strides, having more demand than resources to meet those demands, managing money wisely, and trying to find financial backing and business people in the industry who get the DIY movement (psst … they don’t) to possibly partner with. I’ve often felt very much like running a successful business is discovering the emperor has no clothes. Only, you’re king at your own company, which means you’re the one feeling naked.
Before Sublime Stitching became self-sufficient, things felt to me like one-foot-on-the-boat-one-foot-on-the-dock. And you really don’t want to end up in the lake. Well, you do, but you want to be in your little boat, floating off to Success Island. I was lucky in making the transition. I was laid off from my job. It happened right at the time when I was planning to quit but wasn't quite sure I could swing it yet. Then, bam — nudge out of the nest. My former employer commented on how well I was taking it. I think I was grinning from ear to ear.
But do I have magic words of all-encompassing encouragement? Do I possess succinct, precious words of wisdom that will set you on the right path? I have to admit, it’s the thing I’m asked to come up with that I dread most. I find myself struggling to come up with some snappy reply that is encouraging and informative without saying "Go for it! Work really hard and it will be everything you dreamed!" Unfortunately, that’s just not the whole story. But I will say this: If you don't do it, you'll never know. And once you start, you'll see the next step and take it. Then it will become easier, then harder again, then easier, then doubly harder, and you'll find you're on your way. Where are you headed? Well ...
It won't look like what you expected.
It won't go the way you planned.
If you can be OK with that, do it. I say the “Serenity Prayer” about a dozen times daily. Can you manifest your vision? Yes. Will it be just as you dreamed it? Nope. That would be boring anyway. You'll get part of it out there, I've gotten about one-sixteenth of my vision out there so far. The other parts will be better than you dreamed and also worse than you imagined — all at the same time. S'fun! It's exciting. And you'll learn so much about yourself, people, and humanity along the way.
Do something you love. Or you'll hate it quick.
Know your competition. Can you co-exist?
Be innovative. I innovated embroidery. I didn't invent it. You don't have to be an inventor to be an innovator, and “innovate” does not mean “rip off and alter slightly.”
Have a great idea knocking around in your head for a product or business? Start taking steps to make it happen. Do research. Try the idea out on some people you trust and whose opinions you value.
Be smart. Become a businessperson. Take yourself seriously while remaining open to constructive feedback and criticism. Failure to learn from your mistakes will lead to failure. Talk to business people. Educate yourself. Seek advice. Be prepared to come up against roadblock after roadblock. Learn to jump them. And don’t let the naysayers who don’t share your vision get you down.
In business, play fair while anticipating and preparing for others to not play fair, because they won't. You, however, must remain fair at all times. This does not mean you can be taken advantage of. It means you can play fair and protect yourself by doing the right thing even though others won't.
Learn to listen to constructive criticism.
Be prepared to work really, really hard. If you love what you're doing, it won't feel so much like work. Or, you can do as much or as little as you want. It depends on what your goals are. Do you want to earn a little extra income? Do you want to start a business that will allow you to quit your day job? Each option looks very different. You can set that pace.
When I still had a day job, I came home from work and immediately started working on Sublime Stitching and didn't stop until I went to bed. Every night and all weekend. It's all I did, and I loved it. I was passionate and inspired. The passion and inspiration and feedback and support fed me and kept me going. Here I am, into my sixth year of doing Sublime Stitching full time, and sometimes I still work 13-hour days — but I take evenings and weekends off now.
I'm not saying you have to do the same; this is just how I did it. It’s taken an incredible amount of focus, energy, luck, and the right people. I could not do what I do without other people helping me. And this is just my experience. There are many others out there with far better advice and as many stories as there are businesses.
One last thing. I don't want to suggest that there's anything wrong with working for someone else or being happy in a nine-to-five job. There's only something wrong with what you're doing if it makes you miserable. We don’t want you miserable. We like you happy.
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This is the first installment of Jenny Hart’s “Crafting a Business” column, which will be published every fifth day of each month. Check back on December 5 for the next installment of Hart’s column. Send your questions to askjenny@sublimestitching.com.
Issue #26
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beadsinthebelfry (3 months)
Thanks for your insightful article.It is both encouraging and realistic. Nina J.
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