A Pioneering Spirit: The Woman Behind the Whisky

During Women’s History Month, we’re highlighting stories of artisan innovators and inspirational female leaders. As we celebrate these global go-getters, you’ll see their drive and determination to build businesses and lift others. We hope these stories inspire you to take your next bold step. (Note: We are not sponsored by or affiliated with any of these organizations or businesses.)

To help you celebrate the accomplished women in your life this month, we’re excited to offer our limited-edition Strong & Sassy Gift Box. (Today’s the last day to order, 3/31/22.)

Today, we're raising our glass to another artisan and female business owner making history. This pioneering spirit is one of the first Hispanic founders of Scotch Whisky. Not only has she built a successful business, but she's also created a fund to support other entrepreneurs of color.

As a first-generation Cuban American and woman entrepreneur, Carin Luna-Ostaseski knows a thing or two about building a business. Fueled by her desire to create a modern scotch blend and revamp the outdated perception of whisky as "an old man's drink," SIA Scotch Whisky was born.

Like most successful entrepreneurs, Luna-Ostaseski was scrappy in the early days going on distillery tours, visiting Scotland, attending whisky tastings, reading books on the subject, getting her bartender's license, hosting focus groups and workshops, even becoming a certified whisky ambassador.

In 2012, the initial funding for SIA Scotch Whisky came from an unlikely source, a Kickstarter campaign. She raised almost $50,000 in 28 days. It's one of the first scotches to be crowdfunded, and the result paid for the first production run. Since alcohol is prohibited as a reward, creativity ruled the day with shirts, flasks, and tickets to launch parties given in exchange for financial contributions.

Luna-Ostaseski held multiple jobs during the course of building the company. She grew SIA while working full-time in graphic design and communications for large companies like Reuters and small businesses. Her years of experience were instrumental in SIA's design, leading to the selection of the label, glass color, and bottle shape. Like most entrepreneurs, she worked on her business over lunch breaks, evenings, and weekends for many years. When necessary, she added freelance design work to fund the business.

Her persistent networking and community-building skills proved vital in growing the company. After several failed meetings with importers, her luck changed when Luna-Ostaseski met female executive Lauren Shayne Mayer of Spirit Imports. Mayer, along with other family members, helped guide her through the process with assistance in everything from manufacturing to distribution. Another group also noted as instrumental to SIA's success is the Women's Cocktail Collective, a group of 25 female founders of spirit brands. The biggest piece of advice Luna-Ostaseski has for female founders? Find community.

In 2021, she decided to expand her efforts and support other business owners of color. The Entrepreneurial Spirit Fund by SIA Scotch was launched, with the help of online platform Hello Alice, to support entrepreneurs of color build successful companies. Luna-Ostaseski joined forces with actor Wilmer Valderrama, and together they used the Fund to deploy $250,000 to 25 multicultural small business owners, each one receiving a $10,000 grant and 1:1 business coaching. The plan is to repeat the process this year, continuing to provide community, mentorship, and capital to minority business owners.

Carin Luna-Ostaseski is flying high these days, both inside and outside her business. She’s one of the few women (Less than 20%) licensed as a private pilot. Her Scotch Whisky is a multi-award-winning brand scoring 96 points at the Ultimate Spirits Challenge (2016). In San Francisco, she won a Double Gold Medal in the World Spirits Competition (2014), a prestigious and exclusive award. For Luna-Ostaseski, it seems the sky is the limit.

At ease, please. And other lessons learned.

Each year we review the data and glean the facts to determine what stays and goes in our business. We experienced excitement and frustration as we embraced new tools and technology. We worked around the supply chain issues. We enjoyed the satisfaction of launching new product lines (Specialty Series) and new gift box designs. We met clients and colleagues in person to laugh and live again. And we were aware of the continued heavy news cycles layered on top. Upon reflection, our business lessons revolve around communication and marketing channel growth, time, and our mindset toward all of it.      

 The raw numbers we collect (opens, clicks, visits, engagement, etc.) are combined with anecdotal information (texts, comments) to celebrate the wins and decide what we need to start or stop doing. Web analytics, social media tracking, and sales stats are some of the gauges we use to evaluate a given year. And, are we having fun? This is an important metric too.

 More is just more. It’s easy to get wrapped around the axel of social media and spend precious hours in the vortex of producing posts, stories, reels, videos, and feeds. Posts on social media channels were once a way to boost visibility when we had extra time. Today, with so much vying for customers’ attention, digital and social channels are a minimum point of business entry. More is not necessarily better. Weaving creativity into the message is the differentiator now. 

 One challenge is the sheer number of unique social platforms and products available. The vast amount of social media options that offer visibility, sales, and engagement are fantastic - and terrifying. (Do I really have to jump around and point? Ah, maybe.) Focusing on which channels to grow and our efficiency in content creation is vital. We’re an online business; however, we make a physical product, so we manage much more than the online elements.

 Another lesson was the self-inflicted tension around the learning curve of digital and web-based tools. Wouldn’t it be nice if it was all short and fast? Some things took more time than was allotted, which caused frustration in scheduling. You have to be mindful of and evaluate the size of your team, your circumstances, the true time investment necessary (an eye-opener), your goal for the platform (leads, sales, visibility, engagement?), and determine what works for your business and life. For the coming year, we’ve settled on a more reasonable frequency, a better-planned process (batching and tools like Later), and an intention of embedding ease into our day (more on this below.). Everyone wins when we accomplish this.

Add ease, please. It won’t surprise you to hear that this year is about a mindset of ease. We still have deadlines and schedules to follow, and things will not always go as planned. However, we can have more patience, reduce the “hurry” mentality and be more content with the journey. There will always be new products and technologies, and some deadlines will slide from their original dates. And yet, we’ll figure it out, life will go on, and it will be amazing.

This is one of those personal moments.

Certain moments in our lives invite us to take time off to be fully present with family and close friends, to reflect, and to experience joy. This week is one such occasion. In the coming days, we will be sharing the joy of our daughter’s wedding. This event has been years in the making with law school graduation, passing the bar, and the design of multiple Michelin star restaurants accomplished between these two amazing young women. As a content writer at heart, I can’t help but jot a few words about this moment. I expect the excitement, scenery, and design details (not to mention the dancing and after-party) will continue to inspire us upon our return.

Throughout the festivities, we’ll be using our beautiful, custom wood boxes (and more). We look forward to sharing a peek behind the scenes in the coming weeks. As you plan your milestone moments, we invite you to visit our Specialty Series, where you can select custom gift boxes, and other unique accents, for your big life occasions.

Taking the plunge, the last picture of their engagement photos. Photo @alexandraroberts

A Renaissance of Relaxation

This summer, a renaissance of relaxation is unfolding. We’re watching a proactive shift to delight in the downtime. Some are taking to the open road to explore uncharted destinations. For others, it's a short trip to the back patio, to a chair by the garden, or a quiet spot by the water. Sightseeing may be as simple as watching the pour of a cold beverage into your favorite glass. However you define it, we’re looking to see how this translates to small business owners. And here’s what we’ve found so far…

This trend of a healthier work-life blend is playing out before us as we watch artists, friends, and fellow entrepreneurs make an intentional move to cut back. Yep, work less. In the last month, we’ve seen online business owners announce they're signing off social media for the summer, taking a podcast hiatus for a month, or scaling back to a 4-day work week (with no 10 hour work days preceding.) Business owners are picking their health, and families, over the voice that calls us to work seven days a week (because there’s always more to do). For those we follow closely, it appears to be born of a real desire (or need) to take a break, to enjoy time with loved ones more fully.

It's a new day in this dialogue of how to rest and reach our goals, two objectives that at one time were considered opposites. Now, they've emerged as an attainable standard. We've never seen so many of our colleagues simultaneously make this move and we're cautiously optimistic about the outcome. It's a time to imagine the possibilities and to acknowledge that we are in charge of our time and our lives.

While this might sound like a simple decision, we’ve also learned that it takes planning and preparation to make this change stick. We don’t pretend to have it all figured out yet. What we can say is we believe we can work on it while taking more long weekends, slowing the roll, and unwinding into a summer of hazy days by the water, patio parties, and the flash of a few sparklers to celebrate our victories along the way. We hope you’ll ponder doing the same.

How to Design a Message that Moves

When your print piece moves organically, you see it clipped behind a magnet, repurposed as a bookmark, or tacked to a bulletin board; you know it captured someone's attention with a message that meant something. We recently designed a card with the dual purpose of sharing a positive message and with a mission toward movement. Based on the fun calls and texts we received, we're sharing a few key details that went into the card design to inspire your next piece.

The Big Picture. The first consideration for any custom piece is understanding the ultimate goal. How do you want people to feel when they see it, open it? Is there an overarching message you want to communicate? In our case, we wanted to share the word “Joy” intentionally. It was a specific choice, one we felt was better suited to us than the words, Cheer or Celebrate, as an example.

Pass It On - Having the card move and be shared between people was a central theme. In social we see it happen with reposts, tagging, and shares, but we forget this can occur with a physical piece too. Creating a voluntary hand-off, a reason to share, was the most challenging part; encouraging movement without making it too complicated. Our choice was a perforated card that included a postcard mailer, something our recipients would tear off and want to mail to their person of choice. (Access to a talented print team comes in handy. We work with Schmitz Press.).

Engaging and Interactive – When people think of interactive, they often go right to a digital or online platform; however, you can accomplish this in print. How can you get people to interact and do something fun with your mailer? We created three different checkboxes with whimsical fill-in-the-blank lines for people to complete.

Pick your Postage - We affixed the postcard stamp as part of the mailing to encourage people to address and mail the tear-off postcard. It was an added expense, however, worth it when our recipients sent their postcards, which was the whole point. On a funny note, the Post Office only had fish postcard stamps; they told us no holiday postcard stamps were coming. Not exactly a traditional choice, but we didn't get hung up on it. The envelope stamps for the entire card were holiday-themed, and that was more important.

Creating unique elements that make an impact with clients is a priority in our business. Yes, we do all the online things; however, creative, non-digital communication is a welcome reinforcement and bonus to email and online outreach. Let's face it, this is a process that anyone can do, but few people will. That’s why it’s a smart move.

Package with Pizzazz

Wrapping, packing, labeling, and shipping, it’s all in a day’s work. How do we take what little time we have and make sure our carefully selected gifts stand out in the crowd? Gift packaging used to be so straightforward. It’s not like the old days when the big new thing was invisible tape. Now the wrapping options are as varied as the choice of the gift inside. Resist the urge to crinkle tissue and call it quits. Creativity invites connection.

We know it’s the season to make a list and check it twice, so we’ve picked three quick options to inspire your creative wrapping and get your gifts noticed. The packaging shouldn’t be just what you dig through to get to the juicy center (unless you’re under the age of five); it’s part of the gift itself.

Add care with flair - If you’re adding special instructions, a festive trinket, a personal note, or care instructions, feature it as part of the wrapping. For the fun trinket, loop a ribbon through it and attach it as part of the bow. If it’s a note, type (or write) a few short sentences on colored paper, hole punch it, and tie it with colorful twine or leather. If you make the gift be sure to add your logo to the note.

Tips for tape - Bold graphics, bright colors, solids, and prints, it’s all available in the color and design of a strip of tape. This is one of the easiest, least expensive, and quickest options to boost the packaging if time is pressing. Pick a season or a favorite hobby, from birds to cakes to patterns and travel. The sky is the limit in choices. Tape is fun to swipe across the back of envelopes too. We use colorful tape in our communication and special promotions. Customers enjoy getting personal mail with a surprise as they turn over the envelope and spot a hint of color. They’ll notice and remember that you did something different. Be thoughtful in your choices if you’re using it for business. While there are many fun designs, it needs to connect with your brand and messaging. (Note, not all colorful tapes have the same level of stickiness to the back, which is why we like mt Masking Tape.)

When you’ve had your fill - If you’re making an effort to be eco-friendly, like we are, look for fill and other packaging products made from recycled or plant-based products. Consider packaging tape from a company like Netzero, complete with designs in garden or marine life. Or try recycled packing paper that’s die-cut in a unique pattern for an interesting wrap, like Geomi WrapPack. If you need filler inside a box or bag, look for Kraft 100% recycled paper, which we use in all of our gift boxes.

Here’s to your festive giving occasion and brightening someone’s day with your creative attention to detail.

More than Just a Pretty Face

What you read from your favorite brands may look easy to do and all pulled together, but don’t be fooled, it’s their effort behind-the-scenes that creates this impression. Delivering a quality newsletter might sound like a straightforward action item, but a well-executed one goes beyond what you see on the face of it.

When you break down the pieces of a newsletter, there’s a long list of tasks that create those beautiful images and interesting articles. Good content threads its way through a communication and brand strategy, and loops back to a website that connects with photographs and visuals to support the message. The message itself should be something of value to the readers, or what’s the point? And ultimately, this leads to a purchase. Or, that’s the goal. This is why you can probably count on one hand the newsletters you love and appreciate.

If you’re thinking of creating a newsletter, or need a refresher, here are important items to consider. This is based on our experience as small business owners who value content and post website updates weekly. Our newsletter has been emailed bi-weekly, consistently, for three years, so we’ve learned many lessons the old-fashioned way. Some weeks it all flows beautifully, and other weeks it’s a painful process.

Each of these topics could be its own deep dive, however, consider this an overview to get you thinking:

It’s not as simple as writing words on a page. Valuable content means the information needs to be relevant, to both the reader and your business. This leads to a whole conversation around your audience, and the skills and/or products that you’ve determined define your business. Asking what separates you from the pack, and who will care, is a good place to start.

Identify how much newsletter content links back to your website. You can include great articles and content that only exist on the face of the newsletter; however, the goal should be to direct people back to your website for more. Once there, the site visitor can read, browse, and enjoy additional ideas, photos and information so they’ll visit again. At least, that’s the plan. If there’s no reason to click back to the website, and that’s where your ‘shop’ is located, it’s a problem. Plus, from a data analytics standpoint, there’s no way to track which articles are of interest to your readers if you don’t provide a link.

If your newsletter does link to your website, that means you’ve created sections where consistent, new content is posted, right? The keyword here being “consistent.” As a small team, we don’t change our content daily, however, we do change pages throughout the weeks and month. Our Workshop, Artists, and Blog pages all change regularly, and they change on different days/weeks to keep the content evolving and the search engines engaged. For example, we added the Workshop page when people began to inquire about our custom craftsmanship. Before we launched that section, we had to consider how updating it would impact our workload, and how much value it would add overall. Could we keep up with regular content updates, beyond just a week or two? That’s what you need to ask yourself.

Valuable content means visuals. Sounds easy, but before you upload new text, consider how you’ll execute on photographs or some kind of visual to support the message. What do people need to see? Where will you save those photos (Google Drive, Dropbox, back-up drive, to mention a few)? How many different shots do you need for the website and for social/mobile photos? Each platform likes a different kind of photo too. Photos require a significant time investment, not just in taking them, but in editing and posting across the platforms. We keep ours on the cloud, mobile, and desktop, so all of those platforms have the same photos and folders. A big lesson we’ve learned is that you’ll waste a lot of time if you start uploading before you do final photo edits and selections. And then you lose track of which photos are stored where. Also, what looks good on a small mobile screen might not look so hot on a desktop screen.

While the visual element is key, photos don’t increase your SEO (Search Engine Optimization) results or what the search engine looks for to drive traffic your way. This means you need to know what your keywords are to use in your text, which is another subject altogether. (Check out Ubersuggest, a free service, to find keywords for your website.)

Can you see how a newsletter expands to become a more in-depth process?

• Think through what you want to accomplish.

• Who will be responsible for each content area?

• Be real about how often you can manage new content.

• What do your customers want from you?

• What’s the content that matches those expectations?

• How does your website support that content?

• Which photos will best tell the story?

• Are those photos aligned with what people see when they shop for your product or service?

Some of our most frustrating, long, days are when we get caught behind the ball, writing content that requires us to backtrack and create and post new photos. Lack of preparation and planning is a giant time suck.

Step back and look at your content calendar, for a month, a quarter, or more if possible. It makes life easier for you, and the content flows better for readers because the whole picture is laid out more thoughtfully. Here’s a podcast by Amy Porterfield to boost your content calendar efforts. And another one by Jenna Kutcher on repurposing content to make your life a bit easier. These are both good podcasts when you need a refresher.

Yep, there’s a lot to consider if you want to distribute a newsletter of value. Done right, it’s a powerful communication tool. What’s laid out here are some of the things we work toward. Do we always hit the target, no, but this is what we aim to accomplish and that goal keeps us growing. You can subscribe to our newsletter at the bottom of this blog page, we’d love to hear your feedback!

Lessons from Lakeside

Sitting on the shores of Lake George, I realize the life lessons it’s sharing. One of the best things about being here is that the view constantly changes without ever leaving our chairs. At any given time, the lake can shift from sparkling silver to a shimmering blue or deep green, and finally, sunset orange or pink. Storms roll in out of nowhere, and what was once crystal clear can’t be seen. Rain clouds unfold from behind the mountains, and an ominous gray mist slides slowly across the lake, overtaking everything in its path. Casual boaters caught off-guard race back to avoid danger. Eventually, what was once dark and gray, becomes bright and clear again. And on a few select days, a rainbow appears. Sitting in our Adirondack chairs, I recognize the same thing is happening in our lives.

Right here on the water’s edge, Mother Nature gives us perspective. We wake up each morning, assess the current situation, and then go about our business adapting to what we see before us. It seems simple here. Sunshine means being outside. Rainy days bring puzzles, trips to the market, and reading. One of the books I’m enjoying is Alicia Keys’ memoir, More Myself. In it, she shares her view of the constant change in life, “Nothing but uncertainty is certain. Circumstances come together, only to fall apart moments or months later. And then, in a flash, we must rise up and regain our footing…it’s not that the ground underneath me was suddenly shifting; it’s that it is never still.”

Here, it doesn’t occur to us to try and control our environment; we roll with it. Yet, somehow when we transition back to our working world, we spend a lot of energy trying to gain control over the current circumstances. There’s a rigidity that creeps into daily living that constricts our creativity and thinking over time. Spending time away with Mother Nature reminds us that we need to practice letting go more often.

Next Step, New Ideas

There is so much noise and heightened online activity right now. Some days small business planning is a big rock to push up the hill, but movement means progress over time. Better to move slowly forward than be stagnant and disappear. Each week we take steps like the ones outlined below, to be creative, add value, and move forward.

One could easily decide to sit it out, but then what are we waiting for? This global situation will take months to settle, and the level of unknowns is unprecedented. What we do know is that we can continue to share new content and ideas on how to relax, enjoy, entertain, and celebrate with handmade artisan elements. Despite the news, daily living with family, friends, and colleagues does continue.

Our focus has been on existing and prospective customers, with whom we already have a connection. Now seems like a tough time to start from scratch with a potential client, or cold contact. When you decide to publish content of any kind, you’ll face the challenge of being seen and heard. Breaking through the noise was hard pre-2020, and it’s even more difficult now.

We decided to make a hand-crafted specialty item in our workshop, a custom doorstop. It’s timely; everyone wants their doors to be open (safely) to warm weather, sunshine, friends, neighbors, and customers. And it’s a piece that’s functional and beautiful. A small token of joy that brings a smile seems worth the effort.

We documented the process of making the doorstops and posted photos on our social platforms and the Workshop page of our website. People love a look behind-the-scenes. You can record and share your creative process and use it as content across your channels. We've received so much positive feedback that we may add it to our Marketplace, which was not the original intention.

Because we focus on hand-crafted products, visual images are a significant aspect of our business. Custom printed note cards, gift tags, and high-end mailing envelopes are areas where we leave a visual impression. We included a personal, handwritten note on quality paper stock inside each package.

We were intentional about the timing of the doorstop mailing. Using social media, we followed specific companies and sent our packages when their doors opened for business. As a result, several executives reached out personally to connect with us, which was a welcome surprise. You never know what will resonate with people, that’s why you have to keep trying new things.

Current events will test even the most determined of us, but small wins like this are another reason to keep pushing that rock over the top of the hill.

And the Screens Go Dark

We're not even halfway through 2020, and it’s already a year we’ll never forget. As neighbors, parents, and small business owners, there was no way for us to predict what this year would bring. Many weighty events have occurred within three months, even more so this week. These events deserve our full attention, consideration, and action. If we weren’t living through it, I’d say this convergence of events is almost unimaginable.

As I write this, our screens are dark; the marketing and promotional stories are silent, the chatter is gone. Black screens across social media are trying to lift other voices, ideas, and the words of leaders and people of color to speak, share, suggest, invite, and educate. We listen for what we don’t know, for what we can do, and decide what action we will take.

The pandemic meant we had to revamp marketing, messaging, and be sensitive to so much loss and devastation, so much unknown. In the aftermath of George Floyd’s death, following a long list of unjust deaths of people of color before him, the unknowns of COVID-19 have faded into darkness.

This week, as our cities burn, peaceful protestors are met with tear gas, and small business owners of all ethnic and racial backgrounds pray their buildings are still intact. One thing is painfully clear: Lives are at stake. As Ruhel Islam, owner of the restaurant Gandhi Mahal in Minneapolis, said, when he got word his building was on fire, “I felt like we can rebuild with bricks, but we cannot rebuild people's life, and we have lost a lot of life.”

We are trying to show support for our brothers and sisters of color, in what we hope are meaningful ways. We have used our time in silence on social media to listen and learn. A video by @prestonsmiles is both informative and thought-provoking, check him out. If you search on the hashtag #amplifymelanatedvoices, you’ll find much more information. The Obama Foundation has a list of resources and links to action items with which we have engaged. We have sent letters to our Senators requesting their next steps, and are committed to making a positive impact on voter suppression beyond our home state. We’ve also realized we do not have artisans of color represented in our work. That’s embarrassing to admit and not even to realize, but it’s true. That needs to be addressed moving forward. We have much more to do.

Intertwined in all of this is the reality that vast numbers of people are without jobs, and bills need to be paid. People of all ages, backgrounds, and skin colors are trying to bootstrap, start new businesses, initiate side jobs, scrambling to make ends meet, and put food on the table.

In the stark quiet of the day, we sit in our uncomfortable silence, determined to remain hopeful, to look, listen, learn, and help build a path forward together.

With this blog, we attempt to document what it’s like to run a small business in the midst of global events and turmoil in America's streets. We document these lessons learned to remind ourselves, and others, who might also reflect and learn from this.