Laurie Caffery grew up in Boone, North Carolina, a small town surrounded by the peaks and valleys of the Blue Ridge Mountains.

Encouraged by her creative parents – a painter mom and a custom home designer and builder dad, Laurie spent her childhood enthusiastically exploring different mediums, primarily painting and drawing.

Laurie received her Bachelor of Fine Arts Degree in Studio Art with an emphasis in ceramics in 2014.

Her artwork is exhibited and collected nationally and internationally.

Currently, Laurie continues to create her narrative-driven, decorative ceramics from her home studio in Asheville, North Carolina alongside her husband, son and dogs.

In this episode we talk about her creative education & journey – and how illustrating on clay happened by accident!

We discuss how she’s grown a successful independent business – and how that’s enabled her to charge what her work is worth, and grow a following of people who love to collect her work.

Laurie is launching her latest collection the day after this goes live, check out her work right here – lauriecaffery.com

You can listen to the podcast below, or on your fave podcast app – or you can watch it on YouTube!

Watch on YouTube…

Support the show

You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.

In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.

You can also:

• Leave a review on the C&T FB page.
• Leave a review on Apple Podcasts.
• Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.

Listen Now

Show Notes

● Laurie started working with ceramics in high school, but this was more of a hobby, and illustrating her main creative focus. While at college, ceramics became more of a serious interest and eventually became Laurie’s career choice in 2016.
● Laurie’s mother, Debbie Arnold, is an artist, and her father a bespoke home builder so Laurie grew up in a very artistic environment. Here she naturally excelled in illustrating and painting, and with a shy, introverted personality, it was assumed that she too would choose a career within the creative arts.
● Laurie discussed how she came to switch to ceramics as her medium during a college
wheel-throwing course. She found the media incredibly challenging and was determined to better understand it. Ceramics is an art form based more on muscle memory, skill, and the products you use, than artistic talent and really keeps you engaged.
● Laurie has an added layer to her ceramics which is illustration of her products. This was something she fell into at a time when she was teaching ceramics and a scholarship came up for a course at Arrowmont School of Arts & Crafts in Gatlinburg, Tennessee, one of the best craft schools in the United States. The only course available was illustration of ceramics which Laurie almost declined, but she did go, and the course changed everything.
● During college, there was pressure to create more sculptural and academic works even though Laurie’s interest was in functional ceramics. Therefore, when she began working in ceramics again, she had no particular style and was able to start from scratch.

‘Part of the draw with functional ceramics was that I could figure out how to do it
myself… from creating the piece, to marketing, to selling the piece on my own without
relying on galleries.’ {Laurie}

● Laurie started out selling at craft fairs, and moved to 40% online, 60% consignment, wholesale, etc. When the pandemic happened, craft markets and galleries were shut down so Laurie switched to selling only online, though recently she has taken on some
wholesale work with a gallery.
● Marketing was discussed. Laurie uses Instagram for 95% of her marketing, and DMs (Direct Messages) have made a huge difference in this process.

‘It has been so wonderful to truly build authentic relationships with my customers… we have become friends and they have become my cheerleaders.’ {Laurie}

● While Laurie has a modest follower count, this is not that important; it’s more important to have organic growth and have authentic relationships with her customers.
● Email lists have also proved successful for Laurie’s business as a way to directly reach out to her client base.
● As a ceramicist, Laurie has the benefit of a client base of collectors, and therefore
markets her work differently to someone who relies on single sales. Laurie needs clients who value her work, who know who she is as a person, and who know the quality and time taken to create her work so that they will pay fairly for her products. This is because ceramics are generally deemed to have low value. Laurie originally sold through Etsy and this was a great platform to start off with, however Etsy retains customer email addresses which isn’t ideal if you are wanting to contact customers directly.
● Instagram was discussed as this is a constantly changing platform and requires regular posting of a range of different formats, e.g. Carousels, reels, etc.
● Laurie has four releases per year, and her designs change depending on the season.
She currently doesn’t have capacity to sell all year round due to her studio size.
● Work life balance was raised as Laurie has always struggled with workaholism, but since having her son, she has had to reevaluate how she works to allow time for her family. Laurie’s husband is a huge part of the success of Laurie’s business, helping to construct her studio, taking on childcare duties, etc.
● The creative process was discussed. Laurie has a list of themes that she wishes to explore and whittles this down to the theme of the new release.
● Laurie spoke about a spreadsheet she uses to track sales, income, expenses, and
individual items. The constraints of this spreadsheet and list is important to Laurie as it helps her focus on the creative process and make it more fun.
● The biggest challenge for Laurie has been motherhood; while it has been wonderful it
has also been difficult adjusting the business.
● The biggest highlight has been her online store as this has met exactly with her goals
and grown to be a sustainable business.
● The future for Laurie’s business was discussed. She has achieved what she wanted with her online sales, however would like to have more ease and stability, and take more regular weekends off with her family without worrying about the business.
● Jess noted that it’s good for other makers to see that it’s ok to stay a small business; you don’t need to grow beyond where you feel comfortable and fulfilled.
● Advice from Laurie to other makers is don’t underestimate marketing. There is a fine balance between marketing your products whilst also focusing on good craftsmanship at the same time.
● Quote: Choose discomfort over resentment, Brené Brown. For Laurie, this means saying no to things that you don’t want to do, rather than agreeing and being resentful. This is important to Laurie at this stage in her business as it protects her peace and her time.
You can find Laurie on Instagram, lauriecaffery.clay and on her website,
lauriecaffery.com

Rebecca Haas has been an independent jeweller for over 20 years.

She has a small jewelry design studio based in idyllic Southern Vermont.

Each unique piece is handcrafted with skill and care by Rebecca in her hilltop studio from ethically sourced metals.

Rebecca makes simple, nature inspired jewelry with bold yet delicate lines.

Her work is designed to fit seamlessly into your life, and skillfully crafted with the strength to be worn and enjoyed every day.

Her aesthetic is understated yet refined, creating a look that is elegant and timeless.

In today’s episode she shares how her business has grown and evolved over the years, and how/where she sells and markets her work – without Etsy.

You can listen to the podcast below, or on your fave podcast app – or you can watch it on YouTube!

Watch on YouTube…

Support the show

You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.

In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.

You can also:

• Leave a review on the C&T FB page.
• Leave a review on Apple Podcasts.
• Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.

Listen Now

Show Notes

• After taking a gap year between school and college, Rebecca lived in Mexico for 6 months and this is where she first learned to make jewellery.
• Rebecca graduated from college in 2000, and went straight into making jewellery, taking on two part time apprenticeships, covering very different styles of jewellery: one beaded work, the other a high-end jeweller. This also showed Rebecca two different business models.
• One of the jewellers that Rebecca was apprenticed to offered her a shelf to sell her own items on consignment out of a store in Brooklyn.
• Rebecca was approached by a showroom who would take a line of jewellery and take it to different shows for sale. This was before Instagram, digital photos were difficult, and everything had to be physically printed to take to the shows. Rebecca would then receive faxed orders.
• Eventually Rebecca had her own studio where she would create seasonal collections, and the showroom would maintain the customer relationships and take a cut of sales. This meant however, that Rebecca was not making any money so left the showroom and relocated to Vermont.
• In 2008, with the recession in the United States, many stores that Rebecca had worked with were struggling or closed down.
• Rebecca invested time in learning how to take good pictures of her work so she could reinvent her business and post on Instagram or sell directly from her website.
• However, this approach was not cost effective or profitable.

 ‘… I knew if I stopped, it would be really hard to start (the business) again. So, what can I do? I’m just going to say yes to everything, this is going to be my year of yes.’ {Rebecca}

• This meant the business model was much less defined, but it gave Rebecca an idea of what would work for the business: one third from the website, one third from wholesale, and one third from craft shows.
• The current economic climate was discussed as this is a noticeable issue since the boom of the Covid years.
• Jess queried how Rebecca’s minimalist style developed. 

‘I like things to have a little bit of wonkiness to them which allows every piece to be a little bit different…this makes it feel a little bit more personal… I try and find a balance between minimalism and natural elements… little mountainscapes and things that are very Vermont-y.’ {Rebecca}

• Other selling platforms were discussed, including Etsy which Rebecca used early on but found this a negative experience. The website is her preferred method as this gave her more control over the brand and the look, and you can tell your story the way you want to. Jess agreed that there are negatives involved with Etsy that many makers are not aware of.
• Rebecca spoke about her marketing strategy. There is a large focus on Instagram as this has resulted in many new customers, however Rebecca mainly utilises this platform, and her attendance at craft shows, to drive traffic to her website.
• Rebecca also spends time around customer service, good communication, prompt supply of orders, nice packaging, etc. as this often leads to repeat customers.
• An email list is also important to stay in touch with customers.
• Jess queried how Rebecca gets customers on her mailing list. Rebecca’s website has a pop-up window for new visits to the site which includes an incentive for joining the email list. She also takes details from customers for the email list when at craft shows.
• Jess suggested that another method for email lists would be to offer a discount for signing up, and then using a simple QR code to give them access, rather than using paper forms.
• Rebecca discussed her work life balance, and how she learned to become protective of her family time. This is important as it helps her to stay creative and inspired with her work, and it is beneficial to her wellbeing.
• Jess noted that there is a lot of creative energy that goes into a handmade business, and not just creating the products. There is also producing marketing posts, photography of products, etc.
• The challenges of running a handmade business were discussed. The work is never finished as things are always changing, whether that is the sales platforms, marketing platforms, economic climate, people’s taste etc. 
• The importance of taking time out and resting was spoken about. For Rebecca, hiring a studio manager has given her more mental energy to plan, design, and focus on the creative side of the business. For Jess, this involves monthly planning days, and an annual planning retreat to help her keep her momentum going.
• Rebecca has two quotes: One on her wall is ‘Work hard to be nice to people.’
• And her other quote is ‘Do the work’. This saying is important to Rebecca when she gets lost in tasks or is overwhelmed and doesn’t know where to start, just sit down, think about one thing at a time and do some work. Making the product can often be a calming process.

‘If it was your hobby and now it’s becoming your business, it changes your relationship with the craft… you’re not just making purely for your own enjoyment or purely for fun anymore, there’s another layer on top of that. For some people that enhances it and for some people that destroys it.’ {Jess}

• You can find Rebecca on her website, rebeccahaas.com, and on Instagram, @rebeccahaas.

What happens when your business evolves?

This is a central theme of my interview with Chereen – formerly of Smeeny Beanie Knits, now Smeeny Made Wild.

We discuss her beginnings – from making a few beanies to sell at a local store – to now having a full-time business with multiple sales channels, product categories, and marketing strategies.

Chereen sells on Etsy, her own website, in shops and at markets – and her product line and offerings have diversified over time.

She got her start selling online with the Set Up Shop course (starting Feb 5th, 2024!) – and she has this to say about her experience of the course:

“I loved the way the course flowed, and Jess’s teaching style is so effective.

Each lesson is thoughtfully curated and is a carefully placed stepping stone to the lessons that follow. I especially LOVED the branding and marketing aspects of the course, and have become obsessed with both since!

By the end of the course, I was confidently able to open my shop and have since built and launched my own website with Jess’s teachings in mind.

If any part of you is interested in taking this course, don’t hesitate…sign up now!“

If you’d like to set up or overhaul your online shop, check the course out right here.

You can listen to the podcast below, or on your fave podcast app – or you can watch it on YouTube!

Watch on YouTube…

Support the show

You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.

In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.

You can also:

• Leave a review on the C&T FB page.
• Leave a review on Apple Podcasts.
• Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.

Listen Now

Show Notes

●Chereen has appeared on the show previously so this is a check in to see how the
business has changed / grown over the past few years.
● The business started as a side hustle in 2017 until Chereen found the Create and Thrive
podcast, which helped it go to a full-time endeavour in 2020.
● Formerly Chereen was a chef, working 80+ hours a week, plus the side hustle. She left
to work with a farm for more freedom, which eventually led to chef work becoming the
side hustle.
● Chereen found it hard to let go of the chef part of her personality, but now only works
chef jobs from June to September.

‘Just because you want to go full time with your handmade business, that doesn’t mean
that you have to give up other things… like a job that you actually enjoy.’ {Jess}

● If you are a creative person, you probably enjoy multiple creative outlets, and having
these different income streams can also help prevent burn out and bring stability.
● The first product Chereen sold on Etsy was a knitting pattern, and she only sold physical
items at a local shop on consignment. She sold 12 items for the first season, as well as
selling to friends, but the store soon sold out and asked for more of her knitwear.
● The original brand was Smeeny Beanie Knits, using Chereen’s nickname of Smeeny
Beanie, but this led to her hats being called Smeeny Beanies by locals.
● Chereen attributes so much of her success to her hometown and the surrounding
community. The area is only small, but it has a large ski and tourist population during the
snow season, and store sales have led to further online brand recognition.
● After establishing the Etsy shop as also selling physical products, Chereen slowly built
up her website, and now sells only knitting patterns on Etsy and physical products on her
website. This meant that she no longer had to fulfil orders on multiple streams.
● Chereen noted that during the pandemic it became important (particularly in the US) for
online businesses (using Etsy and Instagram etc.) to outline what their social values
were, and Chereen leaned into this with her strong values on environmental justice by
donating back to not-for-profit organisations. Chereen now donates 1% of her revenue to
vetted environmental not-for-profits.

‘My lifestyle has become very much my brand. It slowly evolved from just a business
selling handmade knitwear to a lifestyle brand… I became somewhat of a small micro-
influencer and brands reached out to do affiliate partnerships and things like that.’
{Chereen}

● This led to a change to the brand name, now being Smeeny Made Wild, so that the
brand name matches who Chereen is.
● Jess noted that changing of the brand name away from ‘Knits’ also prevents being
pigeonholed into only feeling like you can sell knitwear, and nothing else.

‘A lot of people think if I shut this down, or try something new, or pivot… that they have
failed in some way… You’re never actually failing; you’re more driving yourself in a
direction or towards a direction that is feeding you.’ {Chereen}

● It was discussed that some people are afraid to make the leap to full time with their
handmade business, with many people believing that having a regular job is safe due to
a wage, health benefits etc. However, Jess and Chereen discussed the benefits of
having a handmade business such as fewer related costs like commuting, workwear etc.
and having more freedom to take holidays, and spend time with family.
● New products / income streams for Chereen include merchandise. For example,
Chereen has designed stickers and collaborated with other artists on these. Other items
include trucker hats, tote bags, and items from other makers such as national park
notebooks.
● 75% of Chereen’s income comes from knits, 25% from knitting patterns, and a sprinkling
from the merchandise items.
● Chereen continues to make all the knitted items herself, though she now has an
assistant who helps with tasks like winding yarn, working on a loom, etc.
● Chereen has started a YouTube channel VLOG to show behind the scenes of her
business, though this may become an income stream in future.
● Marketing was discussed. Chereen is using Instagram to nurture her current audience
and build a community in this space. She is also utilising email lists more regularly, as
well as getting customers from her small YouTube channel, Pinterest, and her website.
● Jess has also found email lists to be useful and is making this a focus for this year, using
it to post updates, giveaways, etc.
● Chereen noted that a good way to develop content for the email lists is by subscribing to
certain influencers and modelling her emails on weekly newsletters, whilst also including
the sale of a particular product from her range.
● Jess noted that many sellers who set up during Covid had a skewed view of what online
sales should be, given that many more people were shopping online during lockdowns.
This, and the difficult economic climate, has had a big impact during 2023.
● Competition has increased significantly. For example, Etsy went from 2M sellers in early
2020 to 9M sellers by the end of 2021.
● New sellers need to understand that it is tough, but if you invest the time, you can make
a success of it.
● Chereen noted that, while makers are not large companies with money to spend on
marketing, they are the maker of the product so you should sell this to your customers.
Customers also appreciate the connection with you as the maker of the product, and as
a human being.
● Jess spoke about the individual, well-crafted extra email that she (and Chereen) sends
out to each of her customers to make that personal connection with them, whilst also
giving them all the details about their order.

 ‘If you just follow your creative passions and lean into what fulfils you, you will succeed.
Just stick with it, remain consistent and really listen to yourself and your heart because that shows through, and people can tell that you really care about what you’re doing.’ {Chereen}

● The importance of having boundaries and balance in your life was discussed. You don’t
have to share everything about yourself online just because you use Instagram, it’s ok to
have privacy.
● You can find Chereen on her ‘Smeeny in the Wild’ YouTube channel VLOG, which is
mostly studio videos about the business, but sometimes Chereen goes on adventures
and shares them on this platform.
● Smeenymadewild.com is Chereen’s website and has lots of information, as well as her
shop.

If you’re moving from employment to self-employment, there are some essential money management practices that you need to be aware of right from the get-go.

Today I’m going to share a few crucial steps you need to take to ensure you’re setting yourself up for long-term financial success and security as a creative business owner.

I’ve been 100% self-employed since 2010, and have followed these practices myself to ensure I meet all my financial obligations – and so I’m saving for retirement, as well!

For a more in-depth look at how I actually manage my money day-to-day, please check out this video after watching the video below.

And, if you need some guidance getting started with keeping your books, I have a whole workshop on this inside the Thriver Circle.

I will also be doing a more in-depth workshop on this topic inside the Circle very soon, so make sure to sign up now so you don’t miss that!

You can listen to the podcast below, or on your fave podcast app – or you can watch it on YouTube!

Watch on YouTube…

Support the show

You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.

In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.

You can also:

• Leave a review on the C&T FB page.
• Leave a review on Apple Podcasts.
• Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.

Listen Now

Welcome to 2024!

If you’re ready to have your best year in business yet, you might like to join me for the Handmade Business Boot Camp – starting January 8th!

In the Boot Camp, you’ll find clarity, focus, and a make rock-solid plan that will move your business forward!

Find out more or sign up now here.

In this video & podcast, I’m getting you ready for a new year by reflecting on the past.

Taking the time at the turn of a brand-new year to look back over the year just gone, we can find amazing clarity that will illuminate the path to start our journey into the new year with strength and confidence.

You can grab your FREE download of the 10 Questions here!

You can listen to the podcast below, or on your fave podcast app – or you can watch it on YouTube!

Watch on YouTube…

Support the show

You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.

In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.

You can also:

• Leave a review on the C&T FB page.
• Leave a review on Apple Podcasts.
• Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.

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There are 2 types of handmade products you can sell.

 Reproducible and one-of-a-kind (OOAK). Reproducible products are where you make a prototype, and then basically copy it over and over again (this is what I do in my jewellery shop, Epheriell.com).

OOAK products are actually unique – you only ever make one that looks like it does, and it can’t be reproduced.

I generally encourage my students to sell reproducible products if their focus is online selling – and I outline exactly why that is in today’s video.

I’ll also cover all the challenges of selling OOAK items online, and discuss how you can make it more profitable.

You can listen to the podcast below, or on your fave podcast app – or you can watch it on YouTube!

Watch on YouTube…

Support the show

You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.

In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.

You can also:

• Leave a review on the C&T FB page.
• Leave a review on Apple Podcasts.
• Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.

Listen Now

You may be wondering if you should start or continue your business on Etsy in 2024.

Today I’m outlining pros and cons when it comes to selling handmade items on Etsy, and I’ll give you my thoughts on whether it’s worth it in 2024.

Download your FREE Etsy Quick-Start Guide here.

You can listen to the podcast below, or on your fave podcast app – or you can watch it on YouTube!

Watch on YouTube…

Support the show

You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.

In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.

You can also:

• Leave a review on the C&T FB page.
• Leave a review on Apple Podcasts.
• Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.

Listen Now

✨ Get 30 Reel Ideas for Makers! FREE Download.

Makers – do you struggle to come up with ideas for Instagram Reels?

Reels are one of the best ways to grow and get seen on Instagram, but it can be exhausting to come up with new ideas for Reels.

This week I’m going to share 7 ideas specifically for handmade business owners – all of which you can use without showing your face if you don’t want to be on camera!

If you want more ideas, grab the FREE download – 30 Reel Ideas for Makers – right here.

Also! If you want help to kick-start (or re-start) your marketing with Reels, don’t miss the Reels Challenge inside the Thriver Circle – starts November 20th!

The Challenge is a fun way to learn about and practice making Instagram Reels alongside other handmade business owners.

Find out more here. 

You can listen to the podcast below, or on your fave podcast app – or you can watch it on YouTube!

Watch on YouTube…

Support the show

You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.

In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.

You can also:

• Leave a review on the C&T FB page.
• Leave a review on Apple Podcasts.
• Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.

Listen Now

Starting and running a handmade business can be challenging – there is so much to learn and so many balls you have to keep in the air in order to grow your business.

Today I’m sharing some common mistakes I’ve seen people make with their handmade businesses in the hope that you can avoid them!

You can listen to the podcast below, or on your fave podcast app – or you can watch it on YouTube!

Watch on YouTube…

Support the show

You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.

In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.

You can also:

• Leave a review on the C&T FB page.
• Leave a review on Apple Podcasts.
• Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.

Listen Now

If you’ve opened an Etsy shop but are still waiting on your first sale, this is for you!

Today, I’ll be sharing 5 steps you need to take in order to get your first sale on the Etsy platform.

You can listen to the podcast below, or on your fave podcast app – or you can watch it on YouTube!

Watch on YouTube…

Support the show

You can make a secure donation (of the amount of your choice) via the Paypal button below.

Each donation helps cover the cost of hosting, show-note writing, research, interviewing, recording, editing, etc. etc.

In short – it helps to cover the time and financial costs of putting together a free weekly show to help you grow your handmade business.

You can also:

• Leave a review on the C&T FB page.
• Leave a review on Apple Podcasts.
• Join the Thriver Circle – without the members of the Circle, this podcast would not be possible.

Listen Now