With a combined 35 years experience in the fashion and design industry, Erin Connelly and Kerry Clark Speake watched as the industry evolved from making things with their hands in the sewing rooms and design studios they worked in, to moving the process overseas. As people who love making things with their hands in a collaborative, creative environment, they were disheartened by this shift and decided to take some time off of work to road-trip across America.
During their adventure, they were bowled over by the talented makers they discovered, creating home products right in their own backyard. While they were thrilled by the abundance of talent and production happening right here at home, they were surprised to find that there wasn’t one place you could go to find a curated collection of the best of these goods, so they solved their own problem and launched The Commons, a destination for American-made goods for the home. Today, Erin is joining us to answer some questions about their business, integrity and honesty, the art of American Craft, and the importance of knowing your vision. –Sabrina
Portrait photograph by Megumi Shauna Arai
Why did you decide to start your own business?
It all started from a road trip inspired by Annie Leibovitz’s book Pilgramage, a book of her photographs that explores all of the things that meant something to her; no assignments, just following her own heart. Between the two of us, we have 30 years of experience designing clothing, and while we have both enjoyed this path and the inspiring combination of art and business, we both felt that it would not be our final stage. We knew we wanted to do something that would express our individual passions.
Starting this company was the first time we were able to experience true expression. In our 20s we both wanted this, but the gut feeling that we needed the experience of working for other companies first won over, so we waited until the opportunity was right. During our road trip two years ago, we saw the expansive amount of amazing craft happening in this country, which also highlighted a hole in the market: an edited offering of products that expressed a clean and modern perspective. We began a conversation amongst ourselves about how American Craft’s presence can and will evolve. What are all of these craftsmen trying to express? Is the conversation moving forward with new and modern points of view? We feel strongly that it is. And we humbly would like to be part of that conversation. At the same time committing to working with our friends, and communities, to celebrate hand crafted goods and domestic manufacturing.
Image above: Photograph by Olivia Rae James.
When you first decided to start your own business, how did you define what your business should be?
We both believe that the most important thing we have learned in our career is how to edit! So we wanted to start this business with restrictions and boundaries, figuratively and geographically. Editing down to a singular idea, vision, and end use, honing in on products that are timeless and generational.
This idea really sunk in after a visit to Marfa, TX. Walking through the barracks that hold Judd’s metal boxes, all the same material and dimensions, but divided into unique compositions. The idea of making the same thing over and over again, but having so much variance became the ultimate design challenge — literally designing within a box! So the “box” we started with is American made, and for the home. As we grow, we are narrowing down even further to the kitchen, and one step further to the table you dine on. We are committed to working with people in our own communities for many reasons, including the economy and the environment, however the design challenge is extremely fun as well! We are greatly influenced by Scandinavian and Japanese design, and we love achieving this global perspective on design by showcasing craftsmen right here in the US. This also led us to the ever-present conversation of what defines the style of American Craft this decade and how is this aesthetic evolving.
What was the best piece of business advice you were given when you were starting off?
Remember who you are and what you represent. Kerry’s Dad’s advice, representing who we are as people, bringing integrity and honesty to every business relationship. As well as executing a pure aesthetic in our assortment.
What was the most difficult part of starting your business?
Shipping! No seriously, it is the worst part! But also, not getting ahead of yourself when you first start. Think big but work small and remember to take time off to care for yourself. As the old saying goes…put the oxygen mask on first, then on the baby “company.” (Easier said than done.)
Can you name the biggest lesson you’ve learned in running a business?
Know your vision and be true to it. Never compromise on that.
Can you name a moment of failure in your business experiences?
The funniest moment happened on Christmas Eve of last year. We were opening the shop, turning on the lights, when smoke started streaming out of the tracks! We quickly turned off the lights and started looking for matches to light candles, and fumbling for a number for an emergency electrician. Then Bill Murray walks in… That was a memorable moment, and just one of many adventures of owning a shop in a building built in the 1700s!
What has been the biggest sacrifice you’ve made in starting your business?
Of course the first answer is dolla dolla bills! It is a huge financial sacrifice, which trickles down into the lifestyle choices you make. (I actually cut my own hair once which didn’t work out too well, ha!)
And the second most obvious but true answer: You have no free mental space left. While having conversations at a dinner party on a Saturday night, you’re actually thinking “Oh no, I forgot to order the bubble wrap and we have a pottery shipment going out tomorrow!”
What I didn’t expect was developing an identity crisis caused by going from running a large-scale design team at a multimillion dollar company, to sweeping the floors and packing boxes. This isn’t about ego in the sense of “I’m too good for this,” it’s more about feeling valid in your work. When you are still building and not really financially compensating yourself, it is hard to feel like you did enough that day. If you are not compensated with money and you don’t have a boss to tell you what you did was what was needed or expected, how do you know if you did enough? It is a feeling that you cannot rest until you are succeeding. And “who are you?” if you spent the entire day researching SEO and you still don’t understand it?! But then one day this flips and you begin to realize that you are a crusader, carving out your own life one step at a time. A huge portion of that will be doing things you don’t understand yet — and cleaning the bathroom.
Can you name your greatest success in your business experiences?
Having the freedom for our own expression.
What business books/resources (if any) would you recommend to someone starting a creative business of their own?
We tried buying thick books about writing a business plan and spent afternoons at the library researching the “industry,” but we eventually found that pulling from our creative and business backgrounds helped the most. Most importantly, developing genuine, personal relationships with our vendors and partners — who all became mentors — guide us when needed.
In your opinion, what are the top three things someone should consider before starting their own business?
1. Would you be willing to financially sacrifice it all? How far are you willing to go financially? Because it will always be more than what you thought. It sounds harsh but it’s true.
2. What is the “small voice” telling you? Do you really believe in what you want to put out into the world? Is it needed? What is the INTENTION behind the motivation? Are you just doing it because you hate your job? Etc.
3. Are you willing to have tough conversations with the people you love? It’s hard to separate business and personal relationships when you run a small business, so you need to be willing to face those difficult conversations to make it work, just like your most intimate relationships.
via Design*Sponge http://ift.tt/1dJkgl2 From Sabrina Smelko
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