Tell us about your path to what you’re doing now; how did you start Little Tonto Designs? What is your background?

My metalsmith jewelry education was cobbled together over the years by taking the metalwork classes. Instead, my path went the food service and then bodywork route. I don’t have a formal jewelry design and fabrication degree (my degree is in East Asian Studies), so a lot of what I’ve learned has been through trial and error—many errors! In 2013 when I was making jewelry in my kitchen’s breakfast nook, I decided to try my luck at farmers markets, and that was the official start of my business. Since then, my business has grown locally through art and craft shows and social media promotion. 

How has your style developed as you’ve grown?

When I started my business, my design perspective was less refined and polished than it is now. And, as I grow as a metalsmith, I’m increasingly able to express myself stylistically. My brand is based on a modern Pacific Northwest aesthetic and I don’t think that will change. Branding is a critical aspect of business, so once I established a brand identity and tone it was easier to remain true to my vision and maintain a recognizable style. As my style and business develop, I’d like to find the balance between remaining recognizable and staying delightful and surprising.

Does your process come pretty naturally or do you find yourself fighting against creative block at times?

I don’t really have creative block; I have a procrastination problem that stems from perfectionism—which isn’t a terrible thing when it comes to making jewelry! You need to be meticulous. But I often have to tell myself to stop agonizing over a piece and move on. I often have so many ideas that I don’t know where to begin sometimes, so then I don’t do anything. It’s a constant battle. Truthfully, I often find it a challenge to engage in social and other media constructively, in a way that doesn’t become a time suck or a distraction. It’s been a struggle to establish work routines and manage time efficiently.  And in spite of my best intentions, some days I just end up on the couch watching TV. At least I can post to Instagram from there and pretend I’m doing something constructive!

Have you taken big risks to move forward? Do you see a connection between risk and creativity?

I’ve taken financial risks in my business, and have invested an enormous amount of money in tools, equipment, and materials. If only you had any idea how much a quality hammer costs! I did drop from full-time to part-time at my job about a year ago, and will probably drop another day this year. I haven’t quite gotten to the point where I can quit and really concentrate on my jewelry business, but that day is hopefully coming soon. I think when that happens, my business is going to explode because it will have my full and undivided attention.

Have you had any memorable collaborations? Why do you think it’s important for creatives and makers to come together and collaborate?

Custom orders are always encouraged. I enjoy working with people collaboratively to realize their personal vision. Last year, I spent several months designing and fabricating four bridesmaid and groomsmen pieces. It was a real honor to be chosen for such a project.

Also, a couple of mutually beneficial collaborative possibilities are in the works—one of my newest stockists. That opportunity thrilled me (thanks Emily!), as connections with like-minded creative people are critical to success. I look forward to pursuing more collaborations of this type as time allows. Cross-promotion and shout-outs make you more visible to possible customers and are invaluable for that reason. The fact is, on the spectrum of business success, there are always those who have achieved more. It’s important to remain humble and open to accepting advice, assistance, or support from these folks when offered. I hope I can do the same for others.

What advice would you give to someone who is starting out?

Learn as much as you can about the mechanics of running a business. In the beginning, I knew virtually nothing, which is probably not unusual. I had to educate myself on basics like paying business taxes and using accounting software, which is still a mystery! Academy of Handmade, Indie Retail Academy, and The Merriweather Council are good online resources for starting and sustaining a handmade business, with free information and classes on wholesale sales, email lists, line sheet creation, and more.

Also, embrace social media as a means to make sales. Instagram, Facebook, Pinterest: do it all or pick one and do it well. Improving photography skills is a must, and luckily there’s a ton of helpful information on the web about editing, apps, props, and more. Craftsposure has courses for maximizing Instagram for sales, with topics like improving content and building a following. I’ve spent countless hours on the platform researching hashtags and interacting with other accounts. All of this work is time consuming, but it’s part of running an effective business. I would advise new business owners to dedicate time everyday to some aspect of social media.