Since my own father’s art was founded on the success of his images of seashells, Kristen’s booth immediately caught my attention. Not only was she very courteous and kind, but she was truly passionate about her artwork, and especially how she perfected it. She only started the business recently, but already it looks very promising…
Can you describe what your business does?
I decoupage oyster, scallop and clam shells to be used as decorative trinket dishes. I also decoupage drink coasters, wine bottle stoppers and small Christmas ornaments. Additionally, I compile all items necessary for someone who would like to learn to decoupage into a DIY kit. Decoupage comes from the French verb "decouper" which means to "cut out." "Decoupage is the art of decorating any object by gluing colored paper cutouts in combination with special paint effects, gold gild, and other decorative elements."
Where did the idea come from?
I'm a preschool teacher by trade and in July, I ended my job as a Montessori preschool teacher and soon after, attended the Laguna Sawdust Festival. I was very impressed by one particular artist that watercolored on a 2" x 2" paper and framed her work in a white, 4" x 4" frame. I thought, "I can do that!" and went home and tried. I've always been somewhat artistic and over the next couple weeks taught myself to watercolor and had made about 16 small watercolors. I thought I could maybe sell them in little boutiques, or something.
Decoupage on sea shells came soon after and someone said to me, "You could sell those." I learned to decoupage watching You-Tube videos. As I was learning this, I would go to visit Farmers Markets nearly every day to meet the market managers, show them my art, and also get ideas for booth set-ups and see what other vendors were selling. As time has passed, I've learned the difference between Farmers Markets and Craft Fairs and that my art is better suited for Craft Fairs. After that I got my Seller's Permit, vendor insurance, 10' x 10' tent, tables and cloths, and started applying to markets.
Can you describe your typical work day?
My work day starts with coffee around 6:30 am. Then I look at business and personal emails. After that, I get started on crafting whatever needs to be done next. Creating a decoupage shell is an eight step process: Prime the shell and let it dry, apply Mod Podge, apply paper napkin, apply Mod Podge, let it all dry and file the edges. Next, I apply a UV resin and light, then gold gild on the edges, and finally the faux pearls on the bottoms so the dishes stand upright.
In the morning, I feed and walk the dogs, and get ready for a workout or some errands. When I get home, I continue with crafting into the evening. My workspace is my dining room table and kitchen counters. I purchase almost all of my shells and other supplies on Amazon.
What is your best-selling product?
My best seller so far, is a blue Chinoiserie pattern on an oyster shell. The deep blue is stunning with the gold gild. I also expect the Christmas Nutcracker shells to be a good seller for the holidays. My pricing is pretty simple... $7 for small shells, $12 for medium shells, $16 for large and $20 for extra large shells. DIY Kits are $38, wine bottle stoppers are $25 and a set of 4 drink coasters are $14. Christmas ornaments are $8 each or 4 for $28.
What sets you apart from other businesses?
Basic information: I was born and raised in South Pasadena, CA. I graduated from UC Berkeley in 1993 with a degree in Physical Education. I went there on a scholarship to run Track and Field in the 100m hurdles and 400m hurdles. I do have a competitive spirit, but as of now have not met anyone who creates decoupage shells in the area.
For my creations, I strive for perfection in all stages of production. I want to be proud of my work, or I'm not going to sell it. I also want to provide a high level of service to inform the customer on the products as well as make them feel welcome and appreciated for stopping by whether or not they buy something.
How is social media important to your business?
I use Instagram most often for social media. I also use Facebook from time to time.
What are your thoughts on technology today?
I don't use much technology. I use my laptop and phone.
Regarding all the work that the business requires, do you hire contractors or does your family participate?
I manage my own Instagram account and am in contact with other vendors and markets through that as well.
For finding new customers, doing outreach, and marketing, how do you manage this?
At this time, I don't really have a way to reach new customers. I meet nearly everyone at the booth, and love it.
Practically speaking, how do you balance work, growth, and personal time?
I am fortunate that this business is my main work focus at this time and it gives me a lot of flexibility. Family is the most important thing to me. I have three grown boys and am blessed that my two oldest sons live only a few miles away and my youngest son works and lives in Los Angeles and stays with me when he's in Irvine.
My parents are in their mid-80's and live in the Santa Ynez Valley. I try to visit monthly for several days at a time. In fact, my mom is a great help in the production of the coasters when I make them at their home. I have lived in Irvine for 35 years and share my home with my two dogs and bearded dragon.
Regarding the environment, social issues, and being a partner to the community, do you have any specific things your business focuses on?
As time goes on, I hope to donate a portion of my profits to the ASPCA. (American Society for the Prevention of Cruelty to Animals)
What do you see as the outlook for the future of your business?
Since I am only two months in, I am trying lots of new things like locations all over Orange County, for example Irvine, Costa Mesa, Laguna Hills, Orange, Yorba Linda, Oceanside and Dana Point. I also aim for trying various days of the week. I plan to grow my business by meeting people who like my art and by people who refer me to others. At this time, I define success as doing something you truly enjoy, and spending quality time with my family.
Do you have a final thought for the readers?
When someone is just starting out it's important to have a few people in your corner, supporting you, saying, "You got this!" I'm not certain if I'm a "success story" at this time, but the future looks bright.
So how can people find you online?
I only just started, so right now, the best way to reach me is:
My Email: tinytreasureartstudio@gmail.com
My Instagram Link: @tinytreasureartstudio
Kristen Sloane, entrepreneur
