The Refined Few Beats the Varied Many: Year 3

Reflecting on recent accomplishments and the “my how things have changed here” points is what we do as we transition into our next year. A lot has changed, as one would expect, moving into year three. (Will we be saying that twenty years from now?) If the first two years are like drinking water from a firehose, year three will be all about fine-tuning and learning to jettison (quickly) things that weigh us down. Here we pause for a moment of reflection.

Year one was the heavy business lift (more on that here), standing up the foundation and web platform (more here) along with selecting and defining artist relationships. A basic level of marketing was in order, (more here) while selling and fulfilling orders as we went.

Year two was about exploring gift box possibilities with our community of artists and the acceleration of outreach to corporate and hospitality. Increased outreach meant more energy went into processes and guidelines as larger clients expect such things.

I’ve noted before about one Hazard of the Job, which includes having access to so many ceramic shows and artists. We have a variety of styles, textures and colors at our fingertips, and it’s tempting to want more beautiful options on hand. We’re in this business because we appreciate the talents of these artists. I can justify buying for future gift boxes and for select clients who trust us to provide specialty individual gift boxes with hard-to-find pieces. Maybe. You can see where this leads, right? To inventory that isn’t as focused as it could be.

This coming year will be about refinement and focus, with added attention to the data. Numbers don’t lie, they can be interpreted differently perhaps, but the data is there for the taking. We researched and educated ourselves on SEO, and beefed up the analytics, paying more attention to the different reports available (for free). It’s a combination of understanding the data and analytics, while keeping a pulse on artisan design trends that will capture our clients’ hearts - and wallets. With two years of experience in our artisan community, and data in hand, we expect refinement and focus will be the name of the game in year three.

We’re excited about what we’ve accomplished in just two short years: a talented community of top-tier artists, respected globally; Fortune 500 and renowned hospitality clients; a growing platform of vibrant content (Blog, web, IG, Pinterest and this year, video!), and a rapidly increasing number of engaged, supportive newsletter subscribers, and cheering fans. It’s quite an amazing journey. Saddle up, and join us for the ride!

Are We There Yet? Towns that Beckon the Artisan and Adventurer

One of the best things about summer is the chance to explore small towns with character and personality, complete with diverse shops, restaurants and outdoor options. Discovering communities in transition is exciting, you can feel the energy of the residents who believe they are part of something special. Kingston, NY feels like one of those towns.

When we started the drive down Broadway, off of I87, the scene was initially more transition than intriguing shops. At first, I wondered if I’d completely misread the area. But if you keep going, the road leads to the Rondout area, where local makers and artisans dot the main streets and restaurants overlook the marina. Here you’ll find interesting shops like Clove & Creek, full of outdoor adventure tools, books, candles, ceramics, artist renderings and more. And just down the street is Jay Teske’s hand-crafted leather shop, where we found the brass hiking bell, seen here in our gift boxes.

The community enthusiasm and friendly attitudes are on full display here. The gentleman behind the counter at Clove and Creek gave us a handwritten note of suggested places to shop up the road in the Stockade District. Following his instructions, we landed on Washington Street, another area off the water, but with even more local shop options.

One store owner in the Stockade District shared his excitement over Kingston, telling us that everyone was moving here from the expensive Brooklyn neighborhoods. In his view, the cost of living here was so much less and the quality of life so much more. He and his partner made the move to open their home lifestyle and culinary store, Blue Cashew.

You can have the best of both worlds in this upstate New York region, it’s 90 miles to New York City, or 30 minutes to the Catskills. And the Adirondacks are a bit further north, beyond Albany.

Heading West, tucked in the southwest corner of Colorado, is the town of Durango. It’s a hidden gem in the Animas River Valley, full of outdoor adventure-lovers and creatives. The air exudes creative energy and the scenery calls you to be outside. While Durango is larger and more established than Kingston, it’s still small and unknown to many.  

The locals share regular stories of outdoor-lovers who arrive for a vacation and never leave. Most homes in town are small, yet expensive, and it’s clear the owners are here for the location, spending more on their gear, outdoor vehicles and apparatus, and less concerned about the home itself. It’s no wonder, given the wealth of hiking, biking, and skiing options available, why would you move here to then sit inside? It’s also a terrific base camp for exploring other areas within a 1-2 hour drive. Options like the Pagosa Hot Springs, the town of Silverton, and Mesa Verde National Park, are close, as is the spectacular San Juan Skyway, if you’re up for a ride. The Skyway is a 236 mile loop of breathtaking scenery that includes the Million Dollar Highway, between Silverton and Ouray. The loop runs from Durango north to Telluride and then around to Ouray and back to Durango.  The travel information says allow 7 hours, we say take a least 24 and stay overnight in Telluride to peruse downtown. We also recommend you hike the Jud Weibe trail in the morning and get your blood pumping. One piece of advice, consider the time of year you’re traveling here, snow arrives earlier than you might think.

But I digress, back to downtown Durango. The Studio & Gallery showcases local ceramic artists, including our own, Lorna Meaden pottery (in our gift boxes, here and here). The Silverton North Gauge Railway is still chugging away and the sound of the train whistle announcing its departure is worth the trip. Visit the train museum downtown, and book your excursion. At Christmas, you can train with Santa, in the summer, enjoy the open car views as you travel by rail, or for the really athletic, you can race the train in the annual Iron Horse Bicycle Classic. 

Retail won’t let you down either, one of the best footwear stores I’ve found, is Brown’s Shoe Fit on Main Street, where I have invested multiple times in my favorite Taos and Pinkolino boots. And, it’s conveniently located next door to Urban Market, a festive home and lifestyle store. (We bought so much there we had to ship it back.) 

One easy way to take in the full view of the downtown area, and see across the valley, is to head up the hill and take the short loop around Rim Drive and the campus of Fort Lewis College, “Colorado’s crossroads of education and adventure,” as they like to proclaim. Finally, if you’re looking for a jolt of caffeine after all this fresh air and adventure, head up East College Drive and grab a table at Durango Joe’s Coffee.  

While these two destinations are found on the roads less traveled, they are both worth the time on your summer travel schedule.

From left to right: Three scenes from Kingston’s Rondout and Stockade Districts. The Silverton train in Durango, the San Juan Skyway into Telluride, Mesa Verda National Park.

Rockin' Red Even in Silver

 Updated April 6, 2020, with the video below.

When you’re the face of your business, changing your appearance matters. For experienced, executive women, when that change means moving to silver locks, get ready.

For starters, people who’ve known me for years ask all the time if I’m still the “Red” in “Red & Rugged” now that I have a silver hair. Yes, is the short answer. The “red” still applies to my “spicey” personality (my husband’s nickname for me), not the hair color. That said, of the many decisions I’ve made in my career, it’s amazing how compelling this decision became, to let my hair turn to natural silver.

To quote Beyonce, one day I woke up like this. I was just ready to embrace it - my experience, future opportunities, and my age - which all seemed like what turning silver meant. For me, it seemed like the color of my hair was hiding things, or keeping things a secret, and I didn’t care what other people said. Or so I thought.

In addition to the attitude shift, the salon situation included spending two hours, every two and a half weeks, and upwards of $200 each salon visit. You do the math. The time commitment became too much, it just didn’t make sense to me anymore, and pouring chemicals on my head that often wasn’t thrilling either. I had spent years getting my hair to a consistent level of red, and one night I told my husband I was done. It was time to own my age and my hair color, and move on. There were more important things in life to spend my time and money on. He was surprised, but he didn’t argue. Smart man.

At first, I didn’t think it would be a big deal. I was so over the time commitment that I didn’t care. Then it became clear how publicly obvious it was going to be to get my hair from years of chemicals to silver. The first attempt consisted of 4+ hours in the salon chair, before my trusted stylist and I both gave up. The red didn’t want to leave and thus an “interesting” blondish/yellow was as good as it was going to get. We were both stressed. The second try was about the same. The easy transition was out the window, so I told my stylist to cut it shorter, the torture would be quicker. On St Patty’s Day, I put a styling product in my hair that accidentally, and slowly, turned pieces of my hair green. I heard one young lady at a business event that night say, “See, if she can do her hair that color, I should be able to do purple!” Not exactly what I was going for. My hair had been so colorful to the business community that they all thought it was intentional.

In the end, the full transition took about a year. I share this with those of you considering this move, as a point of consideration, not to say to avoid it. I will add, it feels like more of a significant decision, at times. For example, unusual business interactions began to happen that made it apparent I’d made this change. I was on an appointment with a co-worker (a white male) and our contact came down to greet us. He said his admin had told him his appointment was here with his wife. Wait, what?! I guess since my co-worker had gray hair, and now I did, I was married to him? Suddenly, it didn’t occur to people I was a senior executive? Wow. Seriously. That was not the only time this type of thing happened either, and it had never happened before. (I’m also willing to bet that comment never happens in reverse.)

This transition also triggers a new internal dialogue. As confident and not caring as I typically am, there are days when I feel the change more than others. People do look at you differently now that you’re of a certain age. Before, they wondered or guessed, but now my age range is pretty obvious. Or that’s the story I tell myself sometimes before I auto-correct and get a grip. I have no idea what they’re thinking. Or what they used to think. They might have always looked at me that way! I also catch myself thinking at networking events, “Good grief, this room is full of gray hair, we need some younger folks,” and then I chuckle when I remember I’m one of the gray ones.

In the end, it was a great decision for me. I’m still the red and “spicey” one, the one with the passionate attitude. And in spite of the challenges, having moved to a natural color feels like a blast of freedom. I never worry when the wind blows! (Some of you know exactly what I mean!) I’ve got nothing to hide. I’m out there and ready to keep rocking it, and excited to leverage my wisdom and experience in this business.

My advice, as you consider this for yourself one day… if you don’t have thick skin for the inevitable comments, and the idea of months of color transition feels like death-by-a-thousand-cuts, then you may want to hold off. But, if you’re ready to cut loose of the time commitment and be comfortable with all you bring to the table, then let the change begin!

Since this blog was originally posted, the world has changed in 2020 and many women are reevaluating how their time and resources are invested. We’re also looking at how we want to show up in the world and what a new, more simplified life might look like. Based on all this, and the questions I am asked regularly about what it was like for me as a business owner and woman to make this change, I added the video below.

Tips We've Learned Creating an Efficient Workshop

Running a workshop that deals in custom gift box orders requires being super-efficient since each order can involve different sizes, accents and wood stains. For example, we’ve worked to be strategic in the number and size of gift boxes offered, however, because the hardware accent can change, it means we go from offering a few combinations to many. Ditto on the cutting board possibilities. Options require process and a plan, and don’t allow for wasted time looking for tools, making room for wood pieces and finding the right hardware inventory.

Here are two points we consider important as we deliver on customer timelines:

1. Stay sharp. We’ve created a sharpening schedule for all the blades and bits. We use all hardwoods for our gift boxes which means the length of time between sharpening the blades is shorter than for those who use soft woods (red oak vs pine). The sharper the blades, the less sanding required, the faster the process. The blades are on a rotating schedule, making sure the ones in use perform at their best, while others get sharpened at the same time. Router bits, used for the gift box edging, require the same type of attention and sharpening schedule.

2. Get organized for production. We’re often working on multiple projects simultaneously; creating cutting boards, staining boxes, and finishing tablescapes. This means three different processes are in the works. When you require drying time, cutting time and finishing time – all at once - the work stations can get crowded quick, and meeting customer delivery dates means production schedules need to be seamless. You can’t have the clamps that hold each unique wood piece for cutting boards out in the same area where the gift box pieces need to be stained. If you’re unorganized and spend hours cleaning up benches and moving tables around for the next step in each project, you’ve wasted a lot of valuable time. And there’s no rushing things like drying time. It’s like waiting for water to boil. Endless if you’re in a hurry.

Efficiency in the workshop isn’t complicated, however, it does require attention to detail and thoughtful planning. (It’s an evolving process too, read more of our early lessons.) Delivering quality craftsmanship is as much about the tools as it is about the skill required to use them.

Cast a Line and Connect the Dots

My husband isn’t one to enjoy casual networking, he still can’t believe lunches and latte conversations lead to meaningful new business. The issue for him is the time and patience it takes. By the time new orders, or something significant happens, he’s lost track of how that connection appeared in the first place. But I haven’t forgotten, I know we had that line in the water for some time. In my career, I’ve seen how genuine, patient, follow up can lead to new sales, strong partnerships and important visibility. I’ll share a few examples for the non-believers.

First, I was asked to speak on a panel recently on the topic of women in business. This wasn’t a hospitality targeted event or a corporate gifting audience, we were speaking to women working in all stages of their careers - full time, contract, just starting out, mid-career, with families, and seasoned empty nesters. I agreed because I was committed to sharing my story in the off-chance it might resonate with a woman in the crowd. After the panel, I received a message via LinkedIn from an attendee who said she thought her CEO would love knowing about our artisan gifts. She connected me with the CEO’s Chief of Staff, and I followed up. They then connected me to another individual, more follow up. Fast forward, and we’ve now delivered repeat orders to that global client, all based on the fact that I spoke on a panel months ago.

Second, even though our main target is corporate, we do sell gift boxes to individuals too. You never know who those individuals are giving a box to, who else they know, and/or where they work. Our marketing “speaks” to corporate, however, individuals order off the website from our full Gift Box Collection. In one example, customers have loved our gift boxes so much that they referred us to their favorite luxury vacation resorts. After several emails and phone calls, the resort executives then ordered our gift boxes for their VIP guests.

Lastly, years ago I read the book, Small Giants, and loved it. I enjoyed it so much, I took a train to New York City to hear the author (an editor at Inc. Magazine) and a featured CEO from the book, speak at Columbia University. Before the session began, I introduced myself to the speakers and invited them to come speak in Central Pennsylvania , where I lived at the time. I went home and followed up on my request. We worked on the details, and Bo Burlingham and Norm Brodsky came to Harrisburg to speak to entrepreneurs in Central Pennsylvania. Somehow, I managed to get two editors from a major publication to speak – no speaking fees – in our small city. It was a big success with entrepreneurs attending from all stages of growth. Later, I took the train back to Manhattan, to have lunch with Bo, ask questions and hear more of his insights on writing content. Looking back, that was a big moment in my life, when you realize what you can accomplish when you set your mind to something.

In our current business endeavor, we are lean and I don’t have time for days full of coffee meetings and casual lunches, I’m not suggesting that. I am saying that creating opportunities for selective outreach, with genuine intention, and persistence can be productive if you’ve laid the groundwork.

You can create your own path forward. Find your spot, set the environment, and cast your line. You might be amazed what it nets over the coming months.

Below is my signed copy of Small Giants (of course!) and a picture of our event coordinator (Jeanmarie Kline) , myself (the one with the rebel blonde streak), Norm Brodsky and Bo Burlingham. Still a favorite photo of mine!

How to Match Artisan Storytelling with Your Corporate Mission

Sitting at an end table in a busy local restaurant, we began a conversation about how to tell the story of living a healthy lifestyle through elements of artisan work. Our contact was looking for a way to give custom hand-crafted gifts, and at the same time, represent a corporate brand of health and wellness. Between spoonfuls of soup, we picked through sample ceramic pieces and bantered about ideas.

Big meetings with special clients require a lot of planning, agenda outlines, and logistical coordination. At the end of all that planning, a client gift had better cap off a productive day with surprise and delight! Deciding on the contents of a meaningful gift can be tricky because these professionals represent many international cultures, and you likely have never met them before. Still, you want to leave a lasting, positive impression of your company. The question becomes how does one give a thoughtful gift, in line with the company brand, without crossing any cultural boundaries that may inadvertently offend someone.

The beauty of artisan work is that it offers variety, and the ability to select unique pieces that are both meaningful and reflect a company’s mission. In working with this global corporation, we considered different options and challenges. Food items were off the list when we evaluated transit times and the guests’ travel plans. Avoiding any direct implication of alcohol was another variable we removed. Their brand encourages healthy living and outdoor activity, so how best to blend those ideas with artisan appeal?

The solution was twofold, first to select elements created by artists located in different areas of the country, places where their employees live and work. This was a creative way to showcase the company’s geographic diversity while highlighting the craftsmanship of a unique set of artists. And, in picking certain pieces, we accomplished the second objective, which included a subtle reference to healthy lifestyles (cutting board and veggie/cheese slicer) and enjoying the great outdoors (National Parks postcard book, woolen to-go-cup holders, and brass hiking bells).

To complete this story, we chose styles from upstate New York, the Hudson Valley, Vermont, and Maryland to create the gift boxes. We also shared the individual artists’ information, and how each element represented a different local region.

In these times when our differences are often the focus, it was rewarding to see how artisan gifts so beautifully aligned diverse cultural connections with a positive corporate mission.

Hazard of the Job

I was sharing over lunch with a friend the number of ceramics we bought at the recent art shows when she said, “Sounds like a hazard of the job?!” Indeed. So many pieces so little shelf space.

After the NCECA Claytopia event in Minneapolis, I had to figure out how to bring 12 ceramic pieces home, of all different sizes and shapes, in my backpack and carry-on luggage. Not easy when they’re all packaged in bubble wrap. Fortunately, I packed only one pair of shoes to wear over three days, in preparation for this dilemma.

In my meetings with artists in Minnesota, I asked what trends they are seeing from customers and they all shared similar perspectives, unique is what clients want. How that’s defined changes by client, but when customers invest in artisan, it means it’s worth it to have something special, a different piece than what’s on the shelves at other places.

On the flip side, artists have to marry unique with good business. (Read more on this here.) As one artist said, he’s been coached to “tighten things up,” which make sense. Every item can’t be a one-off unless it carries an unusually high price tag.

There’s so much to consider, but for a moment, let’s enjoy the beauty and craftsmanship of these ceramic pieces acquired across the show season…

Is the Extra Juice Worth the Squeeze?

When you’re a creative in a workshop, discovering new woods, finishes, tools and edging can make for a mighty fun sandbox to experiment. Our workshop has been bustling this year as we’ve made pieces for special events, increased our custom shipments, and created additional options for our Collection. When you’re a craftsman, it’s not only an evaluation of can we make a lovely gift box, but can we make it in a quality, timely and profitable way?

Changing out the type of wood, for example, can add significant time to the finishing and refinement of a gift box. Another variable is using rough cut lumber versus commercial lumber. It’s beautiful, however, the time from start to finished product has to be considered. We’ve realized, if we can’t be confident that we can repeat the quality, for a minimum order of 25+ boxes, in a reasonable amount of time (and the time part is key), then the answer is no. Beauty can’t outweigh economics.

Adding decorative corners made from other hardwoods is another place that can add unique detail, yet impact timelines. For now, the cost of that time commitment still outweighs the benefits of adding those specialty additions. And that’s okay.

Part of building a business around craftsmanship and creativity is knowing when to be done, at least for a time. An endless supply of choices often results in confusion as clients try to choose and become overwhelmed, and the attention of the team is spread across too many offerings. Part of creative talent is understanding customer needs upfront and adding value by narrowing the field. A curated line of beautiful options is a wonderful thing. Sometimes, the extra juice of “more” isn’t worth the squeeze.

Working the Second Shift

In recent weeks I’ve had several conversations with folks who’ve hit a season in life where change is looking pretty darn attractive. The voice calling them to blaze their own trail, launch a new company and step out of an unsatisfying office environment is growing louder. Many of the issues in the current corporate culture make it appealing for people to launch a second opportunity. They feel compelled to leave an uninspiring environment to forge their own path. Going out on your own is an exciting proposition filled with promise, high expectations and the thrill of tackling the unknown. It also brings a new level of unpredictability. One question to ask upfront, is this a business or a hobby?

Here are a few thoughts on the realities of this decision:

  • Should I stay or should I go? The dilemma of deciding to move to part time in your day job or save money while you’re full time is complicated. I’ll say upfront, it’s also very personal. Remaining full time means all your business activity is relegated to evenings and weekends, which I’d suggest isn’t viable long term if business growth is the goal. On the flip side, scaling back your day job has a real impact financially, one that requires serious considerations of the ripple effects. I’ll address the part-time option here, since that’s the decision I made one year after we launched Red & Rugged. While going part time means you do have more hours to focus on your business, it also means you have to bring a daily focus to time management, because you’re now splitting that time with another role. Jumping back and forth between emails and phone calls related to two different roles is not ideal, and it decreases your ability to focus consistently on issues at either company. I dedicate full days to one role, to stay on one agenda and one business. I’ve learned to be more diligent about planning the week and what I have to produce each day – appointments, client communication, web content, social content, writing etc. Otherwise, the days slip by and little is produced. You have to be committed to the Sunday evening planning time, even if it’s 20 minutes. Discipline is key.

  • Sustaining the pace. In the first year, you’ll have crazy energy due to the excitement and enthusiasm of the new business. Long hours can even be fun, especially if you love what you do. I’ve seen it many times with co-workers and colleagues. And I’ve learned this lesson the hard way in years past. Year two of a business is different. Assuming you require some level of normal sleep, self-care, from the beginning, is crucial. Translated, if you burn yourself out in year one, with late nights, all work, no play, you’ll burn yourself out for future years too. Looking ahead, you’ll need that energy to sustain, persist, and plow through the long days. Year one is setting the foundation, however, year two and beyond will test you even more as you learn valuable (some say painful) lessons that are inevitable and unpredictable. Brand building, closing sales, product development, finding talent, and of course, financial management, are just a few of the tasks that require a founder’s attention.

  • A business or a hobby? You read it all the time in the business books: it takes twice as long and always costs more than forecasted. So true. That’s why investors love serial entrepreneurs. They’ve learned on someone else’s dime first. It’s also why the stats on successful businesses that make it past year three and five are so dismal. People run out of money, and/or the energy and will to keep going. (Remember, you are supposed to be enjoying the business.) Sales are key, and consistent, predictable sales is the goal. Revenue matters, and cash really is king.

Nothing happens without capital to invest and grow. If the decision is to run a business, you’ve got to attract revenue to gain momentum and offset your personal investments. This moves your company toward being a financially viable business, not an expensive hobby. There’s nothing wrong with a hobby you love, just make sure you know the difference.

Creating Festive and Functional Gifts

A memorable gift isn’t just about the “wow” factor of the opening, the best experience spurs ongoing enjoyment. Sparking joy, (and isn’t that what it’s about?!) means creating a “multi-merry” combination.

  • You want people to be delighted by a gift and compelled to use the contents early and often. It could be the attraction of an artisan piece, for example, and pouring a beverage into the tumbler to admire the look and feel of it. Perhaps it’s the aroma of fresh coffee and the urge to brew and sip from a steaming cup. Or to grab the spoon and start mixing. Think of combinations that say, “use me now!”

  • People love a quick taste of caramels or flavored mints in gifts. It satisfies the instant gratification need in all of us. And, as a side benefit, it adds color and texture.

  • Now to the functional issues, the number and size of items in the gift matters. Sweet and savory flavors, or accessory items, need to be small, or at least compact – and preferably light. Big jars of food don’t work well. Neither do bulky air-filled bags of nuts or popcorn where there’s more air than snacks.

  • Next, think about how recipients will use the gift container. As makers of a hand-crafted gift box, we have fun with recipients, encouraging them to “Clink Outside the Box.” A postcard of ideas on how to use the gift box, complete with a photo on the back, now goes into each one. This way the recipient can pick and choose what works for them in terms of box use: Inbox for mail? Programs on the wedding day? Coffee and tea supplies? And the gift box is on display for the recipient to enjoy and for others to see and comment (multi-merry!). Placing the gift in a thoughtful container – basket, bucket, box - makes it both unique and functional.

  • A note on engraving here… many people like to personalize with engraving. Consider that the engraving will still be on display 10 years from now, and plan accordingly. Sometimes a corporate logo is a perfect choice, other times, it might be best to use the recipients’ initials instead.

We’ve learned to pay close attention to these small but important details that have a lasting impact. It’s a careful combination, but a winning one!