The Surprise Big Finish

We entered December with what we knew were exciting plans, but we finished with an even bigger surprise.

It’s been a year of unexpected twists, turns and exciting opportunities. As Co-founders, we are fully committed to this business. And, as many of you who are, or have been, business owners can appreciate, we have also both worked in additional roles that added value or provided specific perks. In Rugged’s case, he has created exquisite gifts of superior craftsmanship while working full-time in another role that provided key benefits. Yes, that’s a lot.

When we first began discussing Rugged’s time commitments, we estimated his day job departure for five years. However, by early 2023, we accelerated that plan to two years, considering the pace of things. Our priorities had shifted, and the job perks began to feel more like an anchor than a benefit. Today, we are thrilled to report that the plan again accelerated - Rugged retired (from his other job) in December 2023.

Is this a happy guy or what?! The Day he turned the retirement papers in at his day job.

It has been a whirlwind, one we continue to celebrate. As you might imagine, it opens up all kinds of discussions about doing more, less, and different in our personal lives and in this business.

In our seventh year of Red & Rugged, we’re reflecting and making intentional choices regarding our newfound freedom. What comes next? What projects do we love? Is there anything new we’d like to add? What isn’t serving us anymore?

For those of you who are business owners, we share these thoughts for your consideration. Know from the start that your business will change in unexpected ways you can’t predict (2020 is just one example). The same changes may impact each of you differently. Your passions, health, and priorities may recalibrate in surprising ways. If you’re running a business with a life partner, you may witness their changes before they do. These shifts need to be discussed openly and honestly (monthly, quarterly, bi-annually) to keep you moving in the same direction. Or raise questions if you’re not. For us, it became clear that five more years of Rugged serving two professional roles was not sustainable (Note: he worked there for 40 years!).

As we ponder and adjust, we’ll keep you posted. One thing is for sure: there will be more freedom to relax, make pizza, play golf, travel, hang out with family, and focus on the artisan business opportunities that are the most fulfilling. So, if you have a request for a product, event, or custom artisan experience, now is the time to let us know! Email us at greetings@redandrugged.net.

Here’s to a peaceful and prosperous year.

Peaceful Destinations Immersed in Nature

The Catskill and Adirondack Mountains have been the backdrop for business discussions and personal exploration recently. We set off to meet new people in unique places and enjoy small town charm, the tranquility of back roads, and luxurious destinations immersed in nature - a valuable combination as owners of a handcrafted artisan business. We’re pleased to share a few distinct travel discoveries with you below.

The Great Porch at Wildflower Farms is a beautiful stop for stunning views and farm fresh plates. The spacious, open porch welcomes you with cozy sofas and chairs, a place to connect with guests and visitors in a peaceful atmosphere. The Shawangunk Mountain Range (otherwise known as The Gunks) is on full display from the porch, inviting you to rest and recharge by the oversized fire pit. It’s a property infused with elegant artisan style.

Our journey continued into Kingston, a lively town in the midst of the Hudson Valley. Thanks to the locals’ generous sharing (hat tip to Clove & Creek), we discovered Rough Draft Bar & Books for a coffee boost, and sipped sparkling German wine with sardine pate at the natural wine bar, Brunette.

Next, an intentional drive on long, windy roads led us to Fellow, in the mountain town of Hunter. This friendly sandwich and coffee stop offers tables inside and a charming wrap-around porch for visitors and seasonal skiers. And it’s just down the road from Scribner’s Lodge and Deer Mountain Inn.

In the Adirondacks, boaters were thrilled to have another sparkling water weekend to race across Lake George. Quieter souls chose to glide by on their paddle boards and kayaks in the early morning hours. A drive to Vergennes, Vermont, introduced us to delicious toffee bark at Daily Chocolate (Oh my!) and yet another coffee shop and bakery (notice a theme here?) called the Laundry.

During our downtime, we listened to the loons calling, and watched as flocks of geese began their flight south. The temperatures dropped at night enough to unpack our beloved flannel shirts, kick back by the fire, and partake in the spicy flavor of ginger-infused (hard) Citizen Cider (Dirty Mayor) or the seasonal non-alcoholic Oktoberfest by Athletic Brewing.

It was a productive and refreshing week, filled with local stops, interesting people, and destinations we recommend for those seeking simple luxuries surrounded by nature.

Photos L to R: Rough Draft, Fellow, Daily Chocolate box, the Laundry, Lake George

Refresh & Refill: Stylish, Sustainable Gifts

The effort to blend style and sustainability is a journey. We know that you value the impact of giving beautiful, unique gifts, and, at the same time, you expect eco-friendly qualities. Where does a sustainable effort show up in our gifts and product design? Here’s a look at what environmentally friendly means behind-the-scenes, and the commitment it takes to deliver a stylish and sustainable gift experience.

There are two parts to an environmentally-friendly effort, the material of the gift itself and the packaging and shipping. The gift aspect is a more straightforward part of the process because we work in an artisan industry. Hand-picked wood, hand-woven materials, and artisan-made elements attract makers who want their pieces to be earth-friendly and enjoyed for generations. (We’ve learned a lot of good tips from artists.) Our original gift box fill was replaced with recycled paper years ago, which was an important step. Turns out it was just the tip of the iceberg. These days, we extend our eco-friendly preferences to how other partners and vendors package their goods. We’ve come a long way, and there’s more work to be done.

Eco-friendly should be tastefully designed. While technology and sustainable processes have improved, we still find great products that aren’t paired with attractive, sustainable packaging. This lackluster appearance doesn’t work inside a luxury gift box. Last year, we finally found gift wrapping in colorful recycled options (not just brown). It’s taken time for the industry to catch up to the design piece.

Effective and affordable wrap is essential. Our number one goal, and non-negotiable, remains that gifts arrive in beautiful condition. Corners and cups must be protected as we plan for boxes to be dropped or handled with less care in shipping than we prefer. We’ve improved our wrap and packaging materials and are transitioning to plant-based peanuts. And we finally found sustainable packing tape that sticks and fits our brand’s look and feel.

If you’re wondering if shipping is a real cost, this is your answer. This effort isn’t “free.” Packaging and handling preparation takes time, costs more, and requires quality products.

A reminder that your voice matters. The more you request sustainable, eco-friendly options, the more alternatives, better pricing, and stylish designs will be available to all of us.

The Ripple Effect: Furnishing Futures' Home Designs

We hope this London-based story during Women’s History Month (and our previous Cake Ventures blog) inspires you to consider new and different ways your skills and experience can reach beyond traditional boundaries to positively impact others and address critical issues. #womenshistorymonth

Emily Wheeler is no stranger to hard work and making a difference in her community. She’s an example of how one woman’s initiative can create a ripple effect across an industry and individual lives.

Most people believe access to social housing includes a minimum of home basics. However, less than 2% of social housing in the area where Wheeler is based is furnished. Most are an empty shell, referred to as furniture poverty - no pots, pans, bedding, even flooring, or a refrigerator. Wheeler describes this housing situation as surviving, not living.

Having worked on the frontline of social services in London for two decades, Wheeler launched Furnishing Futures from her kitchen in 2019. She was determined to address furniture poverty’s impact on domestic abuse survivors. Women with families living in temporary housing frequently have no access to their finances and no clear path forward to buy furniture.

Emily Wheeler, Founder of Furnishing Futures

Trained in interior design, Wheeler started taking second-hand furniture to the women living in empty homes in her spare time. Her efforts inspired other designers who began collaborating. Using her design skills and contacts, Wheeler collected more donations to fully furnish these healing homes, as she calls them, treating each home like one of her design projects. Industry leaders took notice. As a result, Soho House, DFS, Dunelm, Cox & Cox, and Olli Ella are just a few of the companies that now work with Furnishing Futures.

Referrals come from the local domestic abuse organizations, where Wheeler then works to set up a home. Assisting vulnerable families with a sense of safety in their new environment is essential, while offering women choices in their furnishings helps them feel ownership and pride in their housing. This combination goes a long way in boosting their well-being, helping to relieve the shame many victims feel, and aims to break the poverty cycle.

Furnishing Futures' core business also addresses sustainability in the industry. The charity provides a solution for excess furniture stock discarded by companies and when beautiful furniture is simply thrown away.

Reducing landfill issues while simultaneously eliminating furniture poverty are objectives Wheeler is determined to tackle. Her charity continues to grow and is currently working toward funding for additional warehouse space as well as opportunities for further expansion.

Learn more about Furnishing Futures and Emily Wheeler here. Or visit them on Instagram here.

Cake Ventures’ Female Founder Drives Layers of Change

We hope this feature during Women’s History Month (and our Furnishing Futures blog) inspires you to consider new and different ways your skills and experience can reach beyond traditional boundaries to positively impact others and address critical issues. #womenshistorymonth

This dynamic woman takes a different path than most individuals looking to invest in diverse company founders. Cake Ventures, the firm she launched in 2021, is diving deeper into diversity with a goal of driving demographic change.

Monique Woodard launched Cake Ventures to affect the “layers” of what she calls tomorrow’s internet users: the aging population (“by 2034, Americans over 65 will outnumber those under 18”), the earning power of women (“the original influencers”), and the “majority-minority” early adopters from Asian, Black, and Latino markets.

To address this powerful demographic shift, Cake Ventures raised a $17 million seed and pre-seed venture fund. A recent Forbes feature shares, “about 40% of its investments to date are led by women founders, and 40% by founders who identify as Black,” although it isn’t a prerequisite of the fund. Woodard sees this as a natural occurrence when you change who founders see across the investor table.

Despite her extensive entrepreneurial career building and selling technologies, time as a Venture Partner at 500 Startups, and a Venture Scout at LightSpeed Ventures, Woodard acknowledges the challenges of raising the fund. She tells Forbes, “raising a fund as a woman is like crawling through glass. Raising a fund as a Black woman is like crawling through glass with no clothes on, and then they pour fire ants all over you.”

Today, Cake Ventures’ portfolio includes a wide variety of companies, including Pamper, which offers sustainable, collectible boxes marrying fine art with nail designs using only vegan and cruelty-free products. (Consumers can order a Mystery box of Claude Monet designs.) Rares is an SEC-regulated stock market where you can invest in sneakers and other collectibles. Guaranteed focuses on hospice care, blending at-home treatment with cutting-edge technology. And Serif is a global members club for LGBTQ+ members and creators.

In addition to her investment fund, another respected skill of Woodard’s is her depth of research and data. In 2020, she authored Gray New World, a report that outlines the opportunities, shifting trends, and tech requirements in healthcare, technology, and retirement for today’s aging population.

Outside of the diverse entrepreneurs Woodard attracts, her efforts draw the attention and investment of extraordinary women such as self-made entrepreneur and investor Arlan Hamilton, founder of Backstage Capital (who built her venture fund while homeless). High-profile philanthropic leaders, like Melinda French Gates’ Pivotal Ventures, have also invested, as has Screendoor, Bank of America, and Cendana Capital.

Learn more about Monique Woodard, Cake Ventures, and its portfolio of companies here. Listen to her podcast interview on Venture Unlocked.

Smoothing the Rough Edges (Takeaways from 2022)

Starting and growing an artisan business is like making a handcrafted gift box. It begins with raw beauty, the right tools, and a careful selection of pieces. The process then shifts to refining and removing the excess, making solid connections, and a proper fit. Finally, you identify and smooth the rough edges before continuing. The end goal is something you’re proud to share.

Each year, we review the business in the same light, to discuss rough spots and how to smooth the process. We reflect, fine-tune and celebrate success. Every year brings opportunities and challenges, and 2022 didn’t disappoint. Here’s what we learned and what’s next.

Boundaries

You might remember we kicked off 2022 intending to bring more ease into the business, as shared in our blog, At Ease, Please. And Other Lessons Learned. We held to our intention of creating more calm - a worthy goal. We took family time off in the summer, enjoyed date nights, and set deadlines for accepting orders during the holiday season. We remind ourselves that we are in charge of our schedule. Stepping away shouldn’t be celebrated as so much of an accomplishment but infused into business as normal, healthy, and expected.

The Social Media Tsunami

A recent LinkedIn report confirms what we’ve felt for a long time. What started as simple image posting has evolved into an entire department of specialized talent required to meet the demands of changing algorithms, the quest for visibility, and the appetite for new social content. Like us, every business owner has to determine their commitment to social media based on their team, budget, goals (and sanity). Keeping a laser focus on adding value is our best action plan which includes consistency and more videos - a trend that will continue. (No, we are not on Tik Tok.) The challenge is to remain vigilant and stick to the plan, yet flexible enough to adapt when needed.

New Additions

As planned, we added a new business section to the website, called BizCreatv. The goal is to speak to women, at or near the empty-nester stage, to spark their content and creative business passions. Let’s Go, Ladies! We also added a new line of serving and cutting boards to our Marketplace. Both have been very well received :) More to come.

And Then, the Unexpected

What wasn’t planned were the family medical and health issues that occurred in the Fall. We know many of you are experiencing the “sandwich generation” right along with us and are involved in the health care of parents and other loved ones. For this reason, we decided to slow the rollout of some content and push projects into 2023. It’s a reminder that planning for unexpected turns is necessary as life happens.

An Audacious 2023

Looking ahead, we’re excited to add bold new opportunities in 2023 without adding more hours - all while staying grounded in our commitment to “ease.” How’s that for lofty goals? Here’s to an audacious 2023! We’ll continue to share what’s next and celebrate with you as our artisan gifts arrive in the homes and havens of customers around the globe. #cheers!

Righteous Babe Founder Sings a Different Tune

During Women’s History Month, we’re featuring stories of artisan innovators and inspirational female leaders. As we celebrate these global go-getters, you’ll see their drive and determination to build businesses and lift others. We hope these stories inspire you to take your next bold step. (Note: We are not sponsored by or affiliated with any of these organizations or businesses.)

We’re finishing on a high note. Today, we bring you the story of the singer, songwriter, Grammy award winner, mother of two, and founder of Righteous Babe Records.

Ani DiFranco has spent decades putting her life experiences to music. She uses music to tell her stories and the stories of others that often go unheard. In 2020, Righteous Babe Records released the debut album of the Prison Music Project, featuring songs co-written by incarcerated and formerly incarcerated individuals.

A native of Buffalo New York, Ani DiFranco began playing guitar for locals at the age of 9 and songwriting at 14. She left home at the age of 15 after becoming an emancipated minor. Reflecting on those early days, DiFranco shared in a recent Ms. Magazine article, “I feel like…I have been writing myself into existence for thirty years. I came from a place in this world where I felt very small, very disempowered, very discounted, very pushed down, very afraid. I listen to my early songs and I hear songs of survival.”

DiFranco hustled to have her music heard, selling cassette tapes out of the back of her car, on consignment, and handwriting “Righteous Records” (later changed to Righteous Babe Records because of a naming conflict.) on the front of each tape. Scot Fisher, her dedicated business partner and the man who eventually became the President of Righteous Babe Records, worked with DiFranco to self distribute her albums to over 100 indie accounts. After a few years of playing shows, she was finally able to hire friends, and slowly the record label became a reality.

Because of DiFranco’s sizeable female following, she connected with distributors specializing in women’s music. Soon after, her albums began appearing in small music shops and women’s bookstores. In 1995, after the release of Not a Pretty Girl, her music distribution expanded, as did her team to fourteen people. 2001 marked the year Righteous Babe Records opened its European office.

In 2010, another singer-songwriter started volunteering as a performer and teacher at the New Folsom Prison in California. Over the next several years, Zoe Boekbinder began working with incarcerated musicians and songwriters, leading to the Prison Music Project. What started as five songs became nine, and the idea of an album was born. A mutual friend introduced Boekbinder to DiFranco, who committed to distributing the album via Righteous Babe Records.

In 2020, the debut album of the Prison Music Project was released. Co-produced by Boekbinder and DiFranco, Long Time Gone was seven years in the making and included nine songs co-written by incarcerated or formerly incarcerated people.

DiFranco recounts 2020 as one of the busiest for Righteous Babe Records. She released her 22nd album, Revolutionary Love, and Righteous Babe Radio launched.

Outside of music, DiFranco backs grassroots cultural and political organizations and is a vocal activist for LGBTQ rights and racial justice. DiFranco’s willingness to march to a different tune empowers her as a force for positive social change. In her memoir, No Walls and the Recurring Dream, you can read more of Ani DiFranco’s inspiring story.

You might also enjoy these female founder stories:

The Woman Behind the Whisky
Elevating Artisan Entrepreneurs in Guatemala

A Pioneering Spirit: The Woman Behind the Whisky

During Women’s History Month, we’re highlighting stories of artisan innovators and inspirational female leaders. As we celebrate these global go-getters, you’ll see their drive and determination to build businesses and lift others. We hope these stories inspire you to take your next bold step. (Note: We are not sponsored by or affiliated with any of these organizations or businesses.)

To help you celebrate the accomplished women in your life this month, we’re excited to offer our limited-edition Strong & Sassy Gift Box. (Today’s the last day to order, 3/31/22.)

Today, we're raising our glass to another artisan and female business owner making history. This pioneering spirit is one of the first Hispanic founders of Scotch Whisky. Not only has she built a successful business, but she's also created a fund to support other entrepreneurs of color.

As a first-generation Cuban American and woman entrepreneur, Carin Luna-Ostaseski knows a thing or two about building a business. Fueled by her desire to create a modern scotch blend and revamp the outdated perception of whisky as "an old man's drink," SIA Scotch Whisky was born.

Like most successful entrepreneurs, Luna-Ostaseski was scrappy in the early days going on distillery tours, visiting Scotland, attending whisky tastings, reading books on the subject, getting her bartender's license, hosting focus groups and workshops, even becoming a certified whisky ambassador.

In 2012, the initial funding for SIA Scotch Whisky came from an unlikely source, a Kickstarter campaign. She raised almost $50,000 in 28 days. It's one of the first scotches to be crowdfunded, and the result paid for the first production run. Since alcohol is prohibited as a reward, creativity ruled the day with shirts, flasks, and tickets to launch parties given in exchange for financial contributions.

Luna-Ostaseski held multiple jobs during the course of building the company. She grew SIA while working full-time in graphic design and communications for large companies like Reuters and small businesses. Her years of experience were instrumental in SIA's design, leading to the selection of the label, glass color, and bottle shape. Like most entrepreneurs, she worked on her business over lunch breaks, evenings, and weekends for many years. When necessary, she added freelance design work to fund the business.

Her persistent networking and community-building skills proved vital in growing the company. After several failed meetings with importers, her luck changed when Luna-Ostaseski met female executive Lauren Shayne Mayer of Spirit Imports. Mayer, along with other family members, helped guide her through the process with assistance in everything from manufacturing to distribution. Another group also noted as instrumental to SIA's success is the Women's Cocktail Collective, a group of 25 female founders of spirit brands. The biggest piece of advice Luna-Ostaseski has for female founders? Find community.

In 2021, she decided to expand her efforts and support other business owners of color. The Entrepreneurial Spirit Fund by SIA Scotch was launched, with the help of online platform Hello Alice, to support entrepreneurs of color build successful companies. Luna-Ostaseski joined forces with actor Wilmer Valderrama, and together they used the Fund to deploy $250,000 to 25 multicultural small business owners, each one receiving a $10,000 grant and 1:1 business coaching. The plan is to repeat the process this year, continuing to provide community, mentorship, and capital to minority business owners.

Carin Luna-Ostaseski is flying high these days, both inside and outside her business. She’s one of the few women (Less than 20%) licensed as a private pilot. Her Scotch Whisky is a multi-award-winning brand scoring 96 points at the Ultimate Spirits Challenge (2016). In San Francisco, she won a Double Gold Medal in the World Spirits Competition (2014), a prestigious and exclusive award. For Luna-Ostaseski, it seems the sky is the limit.

At ease, please. And other lessons learned.

Each year we review the data and glean the facts to determine what stays and goes in our business. We experienced excitement and frustration as we embraced new tools and technology. We worked around the supply chain issues. We enjoyed the satisfaction of launching new product lines (Specialty Series) and new gift box designs. We met clients and colleagues in person to laugh and live again. And we were aware of the continued heavy news cycles layered on top. Upon reflection, our business lessons revolve around communication and marketing channel growth, time, and our mindset toward all of it.      

 The raw numbers we collect (opens, clicks, visits, engagement, etc.) are combined with anecdotal information (texts, comments) to celebrate the wins and decide what we need to start or stop doing. Web analytics, social media tracking, and sales stats are some of the gauges we use to evaluate a given year. And, are we having fun? This is an important metric too.

 More is just more. It’s easy to get wrapped around the axel of social media and spend precious hours in the vortex of producing posts, stories, reels, videos, and feeds. Posts on social media channels were once a way to boost visibility when we had extra time. Today, with so much vying for customers’ attention, digital and social channels are a minimum point of business entry. More is not necessarily better. Weaving creativity into the message is the differentiator now. 

 One challenge is the sheer number of unique social platforms and products available. The vast amount of social media options that offer visibility, sales, and engagement are fantastic - and terrifying. (Do I really have to jump around and point? Ah, maybe.) Focusing on which channels to grow and our efficiency in content creation is vital. We’re an online business; however, we make a physical product, so we manage much more than the online elements.

 Another lesson was the self-inflicted tension around the learning curve of digital and web-based tools. Wouldn’t it be nice if it was all short and fast? Some things took more time than was allotted, which caused frustration in scheduling. You have to be mindful of and evaluate the size of your team, your circumstances, the true time investment necessary (an eye-opener), your goal for the platform (leads, sales, visibility, engagement?), and determine what works for your business and life. For the coming year, we’ve settled on a more reasonable frequency, a better-planned process (batching and tools like Later), and an intention of embedding ease into our day (more on this below.). Everyone wins when we accomplish this.

Add ease, please. It won’t surprise you to hear that this year is about a mindset of ease. We still have deadlines and schedules to follow, and things will not always go as planned. However, we can have more patience, reduce the “hurry” mentality and be more content with the journey. There will always be new products and technologies, and some deadlines will slide from their original dates. And yet, we’ll figure it out, life will go on, and it will be amazing.

This is one of those personal moments.

Certain moments in our lives invite us to take time off to be fully present with family and close friends, to reflect, and to experience joy. This week is one such occasion. In the coming days, we will be sharing the joy of our daughter’s wedding. This event has been years in the making with law school graduation, passing the bar, and the design of multiple Michelin star restaurants accomplished between these two amazing young women. As a content writer at heart, I can’t help but jot a few words about this moment. I expect the excitement, scenery, and design details (not to mention the dancing and after-party) will continue to inspire us upon our return.

Throughout the festivities, we’ll be using our beautiful, custom wood boxes (and more). We look forward to sharing a peek behind the scenes in the coming weeks. As you plan your milestone moments, we invite you to visit our Specialty Series, where you can select custom gift boxes, and other unique accents, for your big life occasions.

Taking the plunge, the last picture of their engagement photos. Photo @alexandraroberts