Interview with Meg Mateo Ilasco - author of Craft Inc.
Meg Mateo Ilasco is the author of the newly released book - Craft Inc - published by Chronicle. Its a must have read for anyone in the indie design/making/art world trying to sell their goods and make a go of life in the small business lane. Meg is a designer, entrepreneur and mother with two small kiddies. I recently interviewed Meg about the new book.
You have interviewed a few big names in the indie design world - how did you decide who to include?
Choosing indie businesses to profile was both easy and hard. There were folks like Denyse Schmidt and Jill Bliss that immediately came to mind. But there are so many good indie designers out there that it was difficult to limit it. Trust me, I wanted to profile more businesses, but there just wasn’t enough room in the book! It was such a wonderful opportunity to ask myself, “Who do I want to talk to and learn about their business?” It was really awesome that Jonathan Adler agreed to do the interview. He’s my idol!
I like how you have tied in the interview questions and answers with book content - this might sound simple but its great how you have used the examples of these people to launch into a relevant discussion - was this planned or did it just sort of emerge after a while of writing?
It worked both ways. What I learned from the interviews did drive much of the content in the the book. But the placement of the interviews throughout the book came after writing the bulk of the text. As I arranged the interviews within the book, I thought about each one and asked myself, “what was the biggest lesson or advice to glean from this interview?”–and that essentially determined its placement.
This book is very relevant to the current surge in indie online shops - its perfect timing - at a time when a lot of indie makers are getting out there and finding a ready international market - but then coming across a lot of difficult issues that hold them back or even might make them quit. Is this book something you have been working on for a while - or did it all come to all at once?
Craft Inc was one of those ideas that was basically sitting right under my nose for awhile. I was living the book–experiencing practically everything I discussed in it and talking non-stop to other designers/crafters for their advice. It didn’t immediately dawn on me that what I was doing/living would make a good book. The light bulb (or duh! to the forehead) finally turned on in late 2006 and I started writing it the next year.
Many of the issues you tackle in this book seem like very straightforward advice but it is often difficult to find this information - I love how you have tackled difficult issues and discussed these issues with designers and makers who are successful in different ways. What was the process for you on deciding on the form this book was to take? and are these issues areas that you have personally dealt with in your business?
I definitely wanted to discuss a typical “full” cycle of a business–from the exciting inception of the idea to its closing or expansion. Oh yes, I’ve personally dealt with most of the topics in the book (good and bad): starting a creative business without a degree in art or design; experiencing partnerships and sole proprietorships; opening a retail storefront; selling a business; starting a blog; participating in a trade show; struggling with burnout; and juggling motherhood with entrepreneurship. (Dude, I have two kids!)
Now it is a really cute designed book, with curved corners and a fun bright layout - I know you didn’t design the book but how much input did you have in the final look?
I know, the book is so cute. You want to hug it and pinch its cheeks. I wish I could take credit, but Sarah Meyer is responsible for designing it. Chronicle Books is a really great publisher. You can see their unique perspective in the titles they publish and their phenomenal visual sensibilities. In my experience working with them, they’ve always been gracious in giving me an opportunity to express my opinion on the design and art direction of my books and they do take my suggestions to heart. They are awesome like that.
In fact Chronicle are so great that they are giving away 5 books to lucky Whip Up readers - just leave a comment with answers to the following two questions
1. What is/was the biggest hurdle to starting your business?
2. What was your proudest moment in your business?
comments will close tuesday and winners posted later next week
September 8th, 2007 at 5:33 pm
I haven’t started my business yet but I’ve been planning. I think my biggest hurdles hurdles are pricing and wondering, do people really want to buy my work? I think my proudest moment is when I finally open my Etsy shop!
September 8th, 2007 at 5:43 pm
I think the biggest hurdle was my self and getting up the courage to have a go. My proudest moment was when I first sold someting to a total stranger.
September 8th, 2007 at 6:12 pm
This book is most definitely on my Christmas list!
I haven’t started my business yet, I’ll be opening in 2008, but I think my biggest hurdle will be finding out all the really important information I need to know before I start (ie. legal, tax, business & wholesale information). I’ve delved into it a little bit and it is already making my head spin! I think figuring out what handmade work should be worth is always going to be hard too.
As for proudest moment, I think it would be absolutely amazing to stumble across someone wearing/carrying one of your pieces whilst you are out doing something like the food shopping or etc. That would be fab.
September 8th, 2007 at 6:55 pm
I haven’t satrted my business yet either, in the “selling” sense. I Started my blog about 6 months ago and began renting a studio two years ago so I could consistently create work and have somewhere to leave it and come back to it, out of the reach of my two children! :) The biggest obstacle I am finding is knowing what the next step is. I’m not sure what I need legally to get my type of business off the ground and although there is alot of information out there about small business in general, I feel a bit lost about establishing an online art/craft business. Another obstacle is balancing a part time job (that is helping to pay the rent and keep the blog functioning) with time in the studio so I can create work to sell!
I have two proudest moments so far……..1) was the day I handed the first rent check over to the landlord of my studio. Getting married and having two wonderful children put the dream of having my own studio space (outside my home) on hold for a long time. Now I can spread out and make a mess and LEAVE it there for the next time. #2) is the day I started my blog. I set a goal for May 1st 2007 and I kept the promise to myself without letting my other obligations throw me off track.
September 8th, 2007 at 6:57 pm
My biggest hurdle at the moment is struggling to manage my expanding (part-time) business together with my regular full-time job. Something is going to have to give, but I haven’t figured out what or how yet!
My proudest moments are when people contact me and tell me how much one of my patterns means to them - it makes my heart feel full.
September 8th, 2007 at 7:34 pm
My biggest hurdle is finding the time to make everything i want to and taking it further like doing craft fairs and getting a business license.
My proudest moment is that I started selling my items through a lovely store here in town
September 8th, 2007 at 7:39 pm
My biggest hurdle was trying to promote myself. I’m extremely shy, so contacting galleries and consignment shops and trying to tell them how wonderful I am was probably the hardest thing for me to do. I’m always terrified that it’ll sound like I’m bragging. If anyone else is struggling with this right now, though, please just go out and do it. It’s hard to get anywhere if you don’t have confidence in yourself.
My proudest moment was my first big group show at the beginning of this year. I was petrified that my work wouldn’t be good enough compared to everyone else’s. However, I had an overwhelmingly positive response and even managed to sell most of my work. Once again, I just had to stop being afraid of putting myself out there.
September 8th, 2007 at 7:40 pm
The most challenging for me was selling the product: cold-calling retailers and then presenting my line to them.
September 8th, 2007 at 8:26 pm
I’m still in the process of starting my business and the biggest hurdle has been finding the time to commit to it - I still have a full-time job and my job is the one that provides health insurance for my family so I won’t be able to quit until I’m actually making some money. Luckily I work from home every other week. I’ve found that the best way to really get things accomplished is to devote one full day a week to my craft, instead of an hour here and there as I can get it.
My proudest moment was when the first gallery I approached actually took my work - and I started at the top with a really high-end shop. Last week I found out that they chose one of my quilts to go on a hand-crafted bed in a $2 million model home that the gallery is furnishing!
September 8th, 2007 at 8:27 pm
my biggest hurdle was overcoming my HUGE fear of failing and holding back for a really long time because of it. currently, my biggest hurdle is finding a healthy balance between job, family, and business.
my proudest moment was when my family (mom, dad, brother and sister-in-law) went into a store that carries my things and the owner told them about someone who saw one of my skirts outside, came in tried it on, and left wearing it. when my mom called to tell me that story she was sooo happy for me - it made me feel awesome!
September 8th, 2007 at 8:41 pm
My biggest hurdle has been time - juggling time for family, time for the paying job, and time to develop the business.
My proudest moment was my first custom greeting card order.
September 8th, 2007 at 8:47 pm
Totally getting this book.
September 8th, 2007 at 8:50 pm
My biggest hurdle was just making that initial leap of faith and getting started in my own business. There is nothing safe about it, but you can’t move on if you don’t try.
My proudest moment was that first client compliment. It’s nice to know that you’re not the only one who thinks you do good work.
September 8th, 2007 at 9:30 pm
The largest hurdle for me is editing products. As a creative person, I do a little bit of everything but what am I really good at? I love fabric so sewing and quilting seems obvious but I’m also in love with beads and jewelry. I think we all have more ideas than time to pursue them and in terms of a business, the item(s) have to be produced fairly quickly to be profitable and competitive.
My proudest moment had to have been the first sale. It gave me validation that what I made was also desirable to someone else and maybe, just maybe, I’m actually on the right track.
September 8th, 2007 at 9:55 pm
I think the biggest hurdle for me right now is trying to find ways to advertise and grow my online shop. It is so easy to look at other successful online shops and feel a bit disappointed when your own shop does not take off like that right away.
My proudest moment was definitely my first sale! It made me feel like I was really doing something I love to do.
September 8th, 2007 at 10:02 pm
My biggest hurdle has been all of the lessons I’ve learned. I’m pretty stubborn, and when it came time to take a step back and re-evaluate what I was doing wrong; I tried to force things for a few months before I caught on to my biggest lesson. Go with the flow, if a product isn’t selling well, try something new. New product, or new adverstising, new packaging - lots of little things can make a great big impact.
My proudest moment was when my FIL told me I’d be on Oprah someday. Who knows if it’ll actually happen; but his faith and confidence in me and my business feels awesome. My dad would never be so supportive, and so it’s extra special that my husband’s Dad is.
September 8th, 2007 at 10:11 pm
My biggest hurdle is having the energy to put into my business after working a 8-10 hour day at my day job that is emotionally exhausting.
My proudest moment was when I started selling my jewelry at a local gallery.
September 8th, 2007 at 10:14 pm
My biggest hurdle is definitely pricing. There are some resources out there to help, but they are vague at best. I usually rely on the opinion of friends in my industry and gut instinct, because although you want to be able to reach your customer, I don’t think anyone really benefits if you’re giving your services away.
My proudest moments are always at the end of a job, when the design is complete, the bill is paid, the client is pleased, and I head out to dinner!
September 8th, 2007 at 10:18 pm
my biggest hurdle was confronting the reality of people stealing my ideas; crafting and making art had always been such a care-free and fun process for me, until the inevitable began happening. living with this kind of ongoing abuse has been a test to my sanity and my ability to move forward as an artist/designer.
my proudest moment was my first solo art show in los angeles in november 2006, when the room was full of friendly, enthusiastic people (art has always been such a solitary experience for me, so to meet so many people engaged was mind-blowing and humbling) and i was awarded “artist of the year” by my awesome friends and supporters at giant robot.
that said, i already own ‘craft inc’ and find it invaluable! regarding my biggest hurdle, meg addressed that issue with every designer she interviewed, and i loved hearing the myriad of responses to how they cope with being copied.
great interview with meg and great book!
September 8th, 2007 at 11:37 pm
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September 8th, 2007 at 11:58 pm
What is/was the biggest hurdle to starting your business?
It’s about pricing. I handknit unique wearables using many fibers/colors. My biggest hurdle has been accepting that at this early stage (1+ year) I do not yet have a market which will pay a price which truly honors my work - literally the hours and even more the creativity. I accept this state of affairs now and exert myself to identify and pursue higher-end markets.
What was your proudest moment in your business?
I have many friends who are very creative and talented knitting designers. They are a great source of support and cameraderie. My proudest moment was when I asked one of them, a man, to try on a hat I was making for a sizing question. He kept looking at himself in the mirror and then said: “I like this hat. I want this hat.” I get so many wonderful compliments from non-knitters, but to have someone whose design work I respect so much acquire one of my creations was a deep affirmation of my work.
September 9th, 2007 at 12:13 am
1. What is/was the biggest hurdle to starting your business?
My biggest hurdle was deciding what to make… the items that would keep me challenged, but also be something that people would want. It took 3 years of playing around with ideas.
2. What was your proudest moment in your business?
I’d have to say getting into a juried show that I’ve been looking to apply to for a few years now. They said they really like my work.
September 9th, 2007 at 12:26 am
while i am only one of four women who founded this small children’s wear company, i found the biggest challenge was finding out out the how-to’s and legalities of things. we are still learning (thank you rachel), and love the idea of this book as a helper.
the proudest moment for me personally (as each of us four have moments) was seeing a little girl in one of my hats. she looked so cute, the mom so happy, and i was just beaming inside!
September 9th, 2007 at 12:54 am
For me the biggest hurdles are finding the time to make stuff and deciding which of the things I truly love to make will actually sell at a price that won’t cause me to lose money. The stuff that sells is not necessarily the stuff I love to make.
My proudest moment so far with my itty bitty business was getting two custom orders in the same week. From total strangers!
This book looks awesome!
Melissa
http://haworth.etsy.com
September 9th, 2007 at 3:41 am
My biggest hurdle is letting go of the fear that I might not succeed. I was finally sick and tired of watching from the side lines. Getting into “the game” was a huge step.
From my illustration business, my proudest moment would be to survived my first year of being a fulltime freelancer. From my paper goods shop business, it would be getting an order right after the shop just opened, from a total stranger!
September 9th, 2007 at 3:48 am
The biggest hurdle for me was dealing with the legality of taxes and business licenses.
My proudest moment was the first time I saw myself listed as a “Vendor” at an online retail shop. A close second was when I stumbled across one of my products when reading through some blogs. I spotted my stuff in the wild!
September 9th, 2007 at 4:02 am
When you’re trying something new, it’s hard to know how things will evolve. You learn about yourself — your creative process and your personal style in going about things. Once I accepted that learning the craft, business, and finding my own style might be a slow process ( and that I wouldn’t be making any money for the first few years), I became much more comfortable ploughing ahead. It’s usually other people’s expectations that are a problem. I have accepted that I won’t be making any money for a few years but at least I can still sell my designs while I learn. Now that’s a real bonus!
I was pretty proud of my first craft show. Mind you, it wasn’t the right venue for my stuff, I over-priced, and I had too many different styles, but still I was proud that I was able to put it all together for my first craft show. After that show I knew I was going to do this for serious and that I had moved beyond being a hobbyist. The expense of the show was worth the learning experience.
September 9th, 2007 at 4:58 am
My biggest hurdle is “compare and despair”. I get caught again and again comparing my path with the paths of others and feeling too old, too expensive, out of fashion, not savvy enough…
My proudest moment was when I realized that I believe in my work, that I know it’s good, whether or not anyone else says so.
September 9th, 2007 at 6:04 am
The biggest hurdle is deciding which craft would be the most enjoyable to sell, ensuring the business doesn’t detract from the love of making. My proudest moment so far has been learning to craft things I assumed were way out of my league!
September 9th, 2007 at 6:38 am
1. fear (stupid, limiting, corosive fear)
2. no proud moment, YET!!!!
gimme that book!
September 9th, 2007 at 7:02 am
I have a costume business. I have a constant struggle with making things efficiently — I’m quite slow at everything, because I want to take my time and make everything perfect. So it means I’m either sewing all night to make a deadline, or I charge a flat fee and end up making pennies. But I keep trying to pare it down and get things going faster…it’s getting better!
My proudest moment was my first ‘real’ show, with a proper theatre!
September 9th, 2007 at 7:16 am
My biggest hurdle was biting the bullet and quiting my full time engineering job - I just didnt have time to start a business, work full time and a TON of over time, and be a wife to my husband (We are newlyweds so . . .) One income is tuff, but hopefully things will start rolling.
My proudest moment is . . . well I dont think I have had one yet. I am trying to more wholesale selling then retail or craft shows. Shop sellers dont understand the price of whole sale of a handmade good is not like the stuff they buy from China. I mean 100% markup should be good for them, but they want to charge 150% to 200%.
So this book would really help a former engineer that is working on her business. Thanks again for all your information!
September 9th, 2007 at 10:09 am
biggest hurdle-giving up a large salary and benefits to jump into the free fall no parachute that is your own business…whew that was hard and still is…
proudest moment–the first time someone hired me–actually gave me money to work for them! Unbelievable and awesome, that someone trusts you enough to do that! It still humbles me every time it happens.
September 9th, 2007 at 10:13 am
My biggest hurdle? Finding the self-confidence to take the great leap of faith into starting a business without having every single detail already figured out. (I am by nature a planner.)
My proudest moment? Realizing that the little thought stuck in my head was a Really Good Idea that I came up with all by myself and that could actually be the foundation of a terrific business.
September 9th, 2007 at 11:20 am
my biggest hurdle was (and is) getting over the fact that no one is going to tell me how or when to do the things that need to get done - like taxes, or marketing. For better or worse, I’ve had to trust my intuition and make it up as I go or find someone who has had a similar experience to ask for advice.
One of the proudest moments for me as a business owner came when a customer wrote me to tell me how happy she was to find me, and how much she appreciated my site. It made me smile the whole day!
September 9th, 2007 at 11:48 am
1. What is/was the biggest hurdle to starting your business?
finding the time to devote to making things when I already own another home business.
2. What was your proudest moment in your business?
am hoping that a major proud moment will be coming up as I prepare to launch the new website/storefront, and also participate in some local events as a “crafter.” My other business is sewing, but I’ve never considered it “crafty,” so being seen publicly as a “crafter” after all this time is definitely pride-inducing.
September 9th, 2007 at 12:00 pm
The biggest hurdle was deciding on pricing. My proudest moment (so far) was getting projects accepted into a book. Yay!
September 9th, 2007 at 6:15 pm
What is/was the biggest hurdle to starting your business?
Oh I so want this book. I need it! :-)
The biggest hurdle is my fear I think. The fear of not being able to do the paper work, the economic part of the buisness plan, the fear of being enough intersting and finding “my voice” when I do so many different things and still feels like I’m experimenting and learning more than being product orianted and selling! But fear is there to be concured, one step at a time!
great interview!
September 9th, 2007 at 6:51 pm
My biggest hurdle is that I make art dolls and people think of dolls as “craft”, not “art” - (these are in quotes because I don’t consider one of those things different from the other necessarily) and they think of them as kids toys and something that is cheap and silly - and then are shocked when they see the prices that I have to charge.
Proudest moment… don’t know! How about, my proudest moment will be when I open up a magazine that anyone can buy at Barnes and Noble and see a many page article about my success.
(ok, so I’m projecting into the future.)
September 9th, 2007 at 10:42 pm
My biggest hurdle seemed to deal with time management and motivation. I would come up with great ideas but I would put off producing the amount of these things that I needed to have the inventory for displays in shops or shows. I really think it was a mental block, wondering if I was good enough, if I would fail or succeed, etc. I mean, as long as I was in the planning stage, there was hope for the future. Once I did it, if I failed, then I officially was a failure. (OK Not true, but that’s how it feels in my mind sometimes.) I sometimes like the potential of a project more than actually getting deep into it and seeing all of the flaws and problems. I mostly overcame that by setting myself production goals. For example, maybe 10 very simple pendants a day for 10 days in a row. It got me in the habit of working vs planning to work.
My second biggest hurdle (or maybe it’s tied for first) was Katrina nearly destroying my home. The last two years I have used my studio for storage while I repaired my home. I’m almost back to normal finally. YAY!
My proudest moment was being asked to be the featured artist at the holiday open house of a store that’s too nice for me to even shop there. But she is carrying my stuff now, she’s excited about it, and she wants to put me on display. LOL So I get to wear grown-up clothes and sit with my jewelry and talk to customers and try to pretend like I’m not dying from nerves. Anybody got some xanax I can borrow?
September 10th, 2007 at 6:51 am
I can relate to so many of the other posts - it seems we all go through a lot of the same situations…
anyway, my greatest hurdles recently have been creating products consistency (I’m in graduate school and have two little kids), and trying to decide how to market my work. My paintings are so different from my jewelry and handbags and I’ve been trying to market them all as one group. I think I will start marketing my jewelry and handbags separately from my paintings.
my proudest moments: getting my paintings accepted into a gallery - selling a painting at an opening. and having the recipient of a handbag (her husband bought it for her as a gift) call me and rave about the bag, everything from the construction, design, to the fun element of sound you got when the bag moved (hanging pieces would swing around) - she totally “got” the whole thing, it was such a great feeling.
September 10th, 2007 at 7:48 pm
What is/was the biggest hurdle to starting your business?
Advertising: getting the word out, making myself stand out from other indie designers. I’m a full-time student in a totally unrelated field (Microbiology/Biology/Biomedical) and thus can’t dedicate the time required to effectively advertise. Maybe if I knew what I was doing a bit better it would take less time, but hey! I’ll learn.
What was your proudest moment in your business?
My first repeat customer, who said wonderful things about myself and my work that are simply not true and thus left me glowing for a week.
September 10th, 2007 at 9:48 pm
I haven’t started a business yet - but I guess the biggest first hurdle would be managing to combine my full-time job with my crafting activities; moreover, my chosen medium is knitting, and I don’t like chunky knits, so that means that my output is very limited and time-consuming, so pricing would alos be complicated.
My proudest moment so far has been seeing my mother turn from critical of the time I was “wasting” with needles in hand, to a proud wearer of my creations and someone who will praise my knitting to whoever’s listening.
September 11th, 2007 at 6:54 am
I opened my etsy shop in April (electricbluebird.etsy.com). I think right now, my biggest challenge is promotion, getting my name out there. I think you have a bigger challenge in that respect when the world is really your market thanks to the web. By the same token, there are so many wonderful tools out there that make promotion easier and fun, like blogs and sites like whipup!
My proudest moments lately have been the purchase of my paintings. I really consider crochet my first love but I have dabbled in painting. I’d sold more paintings than crochet at this point!
September 11th, 2007 at 8:33 am
my yarn store “lettuce knit” will be four years old this december. my biggest challenge is balancing the demands of running a business with those of being a mother and keeping a home.
my proudest moments are when my customers/friends tell me that i have created a community and that their lives are enriched by the sisterhood they find at lettuce knit.
September 11th, 2007 at 10:56 am
Great review. So glad I’m learning about this book. I totally can’t wait to get it!
My biggest challenge is focus. Deciding which ideas to pursue. I have a gazillion things going on in my head at any moment in time. Just walking the kids to the bus stop generates at least 10 things that need a fun pattern. A lack of focus can lead to a lack of action. I’ve been trying to be heads down lately and see things through the rough days. One foot in front of the other. Pick a task and grind it out. I’m always amazed at what comes out the other side, things I didn’t imagine were possible.
Right now my most satisfying moments are e-mails I receive from people off line from blog comments. Women that have never commented publicly but feel motivated to send me a note thanking me for inspiring them, for the clear instructions in my pattern, how accomplished they felt making something for their grandkids. I really can’t describe how that feels except that it tells me I’m right where I should be, doing what I’m supposed to be doing.
September 13th, 2007 at 11:40 am
[...] book Craft Inc. - Turn Your Creative Hobby Into a Business. Yes, that lucky star again. Kathreen interviewed the author of the book last week on Whip Up and asked people to leave a comment answering two questions related to [...]
October 9th, 2007 at 2:35 pm
[...] Interview with Meg Mateo Ilasco - author of Craft Inc. [...]
June 5th, 2008 at 9:31 am
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