Notes from a Living Postcard: Rome

Our recent trip to Italy was quite an excursion, this being our first visit. I’ve highlighted a few notes from our journal of adventures in Rome, to give you a sense of each day. I won’t get into the details of each tourist stop, for that I’d need an e-book, and more time. This is about how it feels to be immersed in the neighborhoods of the city. Ciao Bella!

Are those Palm trees? It was one of the first things we noticed getting off the plane. It never occurred to us that Rome was in a climate of Palm trees. Sorrento, we expected it to be balmy and Mediterranean. But Rome? We had not expected it. We need to get out more.

The minute you step outside and into the streets of Rome, you are in the thick of it. That’s the best way I can describe the feeling. It’s loud and boisterous, yet friendly. On the other hand, crossing the street, navigating between motorcycles and cars, is an act of pure survival. Riding in the backseat of a taxi is even more so. We’re still unclear how the drivers know when they can turn and drive on the active train tracks of the above ground transit lines.

It must be the narrow streets that seem to put you so much closer to the action (than in NYC by comparison). There appear to be minimal rules-of-the-road too, mere guidelines, except for the fact that motorcycles can do whatever they want, go wherever they want, and park wherever they want. The few times we were inside a car, I stopped looking out the front windshield at the chaos, and focused on looking out my passenger window. I figured, if I was going to go that day, I’d be looking at something lovely when it happened.

Black is the new black. Women sport chunky boots and black skirts or jeans, with helmets in-hand. And they wear it well, even in 90 degrees. It almost made me want to come home and buy a motorcycle. My rugged half definitely wanted me to do it.

Live music is everywhere. From Piazza Navona, to the Saturday morning market, to the side streets near Trevi Fountain. A budding musician plays at every turn.

We stumbled into an area known as the Ghetto, after being lost for 90 minutes when we tried to navigate our way home from the Colosseum, in the rain. (Note: The blue dot on GPS does not always show where you’re really located.) This streetscape was the silver lining discovery of Rome, with outdoor restaurants lining each side, and pedestrian only foot traffic. Pasta was being hand-cranked outside by the front door of the restaurant where we decided to eat dinner. The live entertainment arrived at dark to attempt back flips over a hand-held bar, in the middle of the street. I tried not to consider what would happen if they miscalculated and landed on our tables. The waiters seemed unconcerned.

Then there was the marching “tin man” as we called him. It was hard to imagine the miles he must cover in a day. (Remember, it was almost 90 degrees at the end of September.) He marched around the market, then showed up hours later at the Pantheon. And he was still marching. He carried the drum like a backpack, with the beat of the drumsticks tied to his shoes. Every time he walked forward, the rope pulled and the drum beat. His free hands then played a tune on the accordion. We had to give him a tip. As I said, a musician at every turn.

After four days in Rome, we were ready to hop our train and head to Sorrento to indulge in the warm breezes, Aperol Spritz, and relaxation of the Amalfi Coast. Rome is both intoxicating and exhausting. There’s no denying that you feel alive and energized in Rome, as all your instincts and senses are on alert. The people, and energy of the streets, command your full attention.

From left to right below: The Ghetto, Pasta making in the Ghetto, Trastevere neighborhood, Piazza Navona, Spanish Steps, “Tin Man”

Office Renovation: Lessons in the Purge & Pack

It’s late in the day and we’re staring at our huge filing cabinet and bookshelf (read: heavy), trying to figure out how to move them out of the office. Since this involves a flight of stairs, it’s not a trivial task. My husband is looking at me, but I can’t carry those huge things down steps! We’re now into week five of the renovation, which has gone slightly past the targeted one week I had planned.

I’ve discovered that renovation is like a giant puzzle. It’s tricky and everything has to keep moving in sync for all the pieces to fit into a pretty picture - on time. I love the managed chaos of coordinating pieces for gift boxes, but not so much for my own office revamp.

To be fair, my husband got all his assigned tasks done on time; ripping out carpet, replacing the flooring and painting the room. Check! The challenge was really mine in not having all the furniture ordered a month ahead of time. (Where we would have put all those huge boxes, I don’t know, but that’s not the point.) Maybe some of you can relate on the patience this requires? Searching, reading reviews, dimensions and specs, delivery date changes… Lots of painful administrative details.  

This process reminds me of that little traffic toy where you have to move the cars around to get your piece through the traffic jam. You need to be thinking three steps ahead on shredding, purging, packing. Yuk. Who likes to do this stuff?! We need to pitch stuff from the storage room, to then make room for containers to move from the office to storage. Hmm, that means buying storage containers, doesn’t it? Next, deciding what to discard, what to shred, and then what you don’t need immediate access to because it’s now out of the office. The list is long.

In the midst of all this, the business still runs. Products need to ship…by the way, has anyone seen the shipping tape, and where the heck did we move the bubble wrap? Oh vey. This is the not-so-glamorous stuff, between family vacations, new client appointments, and traveling to meet artists. In the end, I had to suck it up and do it. Period.

If you’re still wondering about the bookshelf and filing cabinet I mentioned, two nice gentlemen arrived with a piece of new furniture, and we gave them cash to move the old stuff for us. We saved our backs and they had weekend cash! Yay!

The office is now 95% done. (It WILL be done by August 31st!) We’re waiting on one last furniture piece to arrive (the original piece was delayed until Sept so I had to nix it and start looking again). It’s already so much more clean, crisp and bright in here, and I do believe one cannot call forth creativity and new ideas, if you’re surrounded by clutter. If that's the case for you, as you read this, I feel your pain, but stop procrastinating and let the purging and packing begin!  (If you're not sure, here's my earlier blog on how this got started.

It All Began in Paris...

Looking around our office, it’s clear we are in a major state of upheaval as we dismantle furniture and pack up memorable bits and pieces in prep for our office makeover. Ironically, it occurs to me that the same thing is happening in our professional lives.

In addition to the complete makeover of our office, the other big change underway is that I’m transitioning from my full-time day job, into a part-time role, in order to focus more time on Red & Rugged.  This was a year in the making and it’s halfway to our ultimate goal.

We’ve both been thinking a lot about where we are in our careers and the next season of lives, especially since our kids are grown and gone, and we are both (thankfully) healthy. As I share in the About Us page, the call of the entrepreneur has been a steady beat in the background of my noisy life and my husband has been a craftsman since the day I met him. Even so, this change hasn’t happened without thought and careful planning.

The tipping point came last spring, on our first vacation abroad together – ever! We stayed 10 glorious days Paris last May and it was a magical, life-changing event. Time had suddenly become more valuable, as had flexibility and the freedom to do something different. We were both missing the creative element in our lives. We began talking about what we loved to do, where we enjoyed spending time, this business, our future, and what we wanted the next years to look like. Did we want to clock in and out for the next ten years? No can do. Immediately, I started talking about next steps and asking about options at work. (We were already in the midst of change at work, and thankfully leadership supports entrepreneurs in their midst.)

Someone asked me the other week if this was scary? Um, yes! Not gonna lie. However, to quote other successful entrepreneurs, “What got you here, won’t get you there.” A steady diet of the same thing isn’t going to elevate our business, accelerate growth, or spark the energy and creativity we need. And the “same old” isn’t going to attract the life we envisioned while day dreaming in Luxembourg Gardens. That comes from within and requires courage. So here we are.

In another week, when we open the new world headquarters of Red & Rugged (okay, our office), it’s all because my “rugged” half and I embraced the calling we felt on the streets of Paris and took the bold steps to move forward. We encourage you to do the same in your world. Open some new doors, close a few old ones, let’s see where we go!   

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Marketing: The Magic & Mayhem of Year One

As we round the bend to close out our first year, we’re reflecting on the marketing decision points we’ve had along the way. As expected, some things have gone well, some not-so-much, and a few we’ll just have to wait and see. 

Investing in our website (web lessons here) and a professional photographer (photo lessons here) are two of the best decisions we’ve made.  As an online product company, the web is the first place people come to check things out, and it better look good!

Learning the timeline for advanced planning with a photographer, a full season ahead, took us some time. You need the best marketing photos at the right moment! Initially, we felt like we were always realizing it a season behind (An image of a gerbil wheel comes to my mind.). We had the gift box content, but the photos, and therefore web postings, were not in sync. Planning ahead is a real thing with an online product business. That can’t be emphasized enough. My gut says there’s more for us to fine tune on this front. 

Carrying sample hand-crafted, wood boxes into appointments can be a bit daunting, which means we needed the added marketing tool of sleek over-sized postcards. Approximately eight months in, we finally got them ordered through MOO. In some ways, this was the right time. It gave us time to learn what worked best in the gift boxes, and which boxes to feature. One could argue we should have bit-the-bullet and run with what we had sooner. Either way, we’ll be adding more glossy pieces soon, as the visual aspect is so important in our business. 

In addition to the postcards, we also have stickers that are applied during the wrapping of each gift box. And if you haven’t noticed on the gift boxes themselves, each box has our logo – either fire branded or laser cut - on one side. We keep our logo in front of customers in what we hope are subtle yet fun ways. 

While it’s a nice gesture to participate in Silent Auctions, one needs to understand the audience and come to terms with it being a true donation, not marketing. If the organizations’ clients don’t have an appreciation for artisan, hand-crafted items, odds are good they won’t see the real value in our work. Know thy audience! 

In terms of digital marketing, we are still processing all the options and challenges of the social platforms. We’ve taken to heart some of the best virtual, digital advisers (I.e. James Wedmore, Jenna Kutcher, Amy Porterfield) and engaged on the platforms (Instagram: @red.rugged or pinterest: redandrugged) where we feel most comfortable, and frankly can keep up (mostly…) consistently. Another work-in-progress. 

I’ll just say, it ain’t easy, and this is only one piece of the bigger puzzle of running a business. It’s all a reminder that starting a small business is hard, and time consuming. You better love it and have a real passion for the journey! That’s what makes it all worthwhile.
 

Goodbye to the Troll and Squatter Space!

There are days when the glamour of crafting beautiful gift boxes fades into the background and I feel more like a troll working under a bridge. These are the times when I’m typing away, surrounded by boxes piled high with packing peanuts, tape, and layers of bubble wrap stacked everywhere. If you're cranking out quality work in your own less-than-glamorous space, fear not, you're not alone. Like me, you may reach a point where the troll's time is up and a redesign is in order. 

I joke with my husband that somehow his workshop rivals the Taj Mahal and my office feels more like a squatter place. How did that happen? It seems crafting gift boxes out of a slab of wood takes only the best of tools…followed by good lighting, then jigs, a humidifier, more tools, then…. (read the earlier workshop transition blog). My content work takes a laptop and iPhone mostly, which doesn’t require fancy space to be functional, I must admit, although I did just have to upgrade my iPhone, if that counts?

On the shelves around me, where picture frames and my favorite books were once visible, now rests hardware accessories and ceramics for me to admire and “think about.” Yes, one has to think about ceramics. I like to look at new pieces and mull over the possibilities. Rows of inventory line the shelves too. We had to add another table so I could spread out the gift box line and consider those possibilities. (Some people think gardening is therapeutic, I like fussing with gift boxes and ceramic pieces.)
 
In my need to clear out space and evict clutter from my life recently, my plants took the hit.  I used to have a four-stalk corn plant in front of my office window, until I whacked it down to two stalks for more space and light. It does look better, albeit much smaller.  

Even the revered Garth Brooks’ shelf now shares the stage! My cherished 8 x 10 close-up concert photo, with his arms spread above as he’s rising from the stage (in the Garthzilla 90’s) now looks like he’s open armed and embracing several new artist ceramic pieces! (I can hear him singing, “Standing Outside the Fire?!...life is not tried, it is merely survived, if you’re standing outside the fire!”) I like to think Garth would approve of this entrepreneurial effort and the cool selection in front of him.  

I hear experts call this the “messy” stuff. Heck, I call it the messy stuff! But alas, enough is enough. We’ll start the transition from squatter office to professional space here soon. As we close out our first year, the time has arrived for an upgrade; carpet out, hardwood in, fresh paint, and some over sized rough cut lumber for shelving. Stay tuned, pics and such coming here and in the newsletter (follow us on Instagram to watch the progress more closely @red.rugged.). 
 

even Garth brooks now shares the stage with new ceramic pieces

even Garth brooks now shares the stage with new ceramic pieces

Three Questions to Consider When Engaging with Artists

Working with artists can be inspirational, however, as a business owner it’s important to understand the questions to ask this creative group as you commence business activities. In building our relationships with artists across the country, we’ve come to learn a few key questions to explore in the beginning to manage expectations on both sides and avoid unpleasant consequences on the back end.

Understanding the motivation behind each artist, and their personal preferences and timelines, is key. For example, in ceramics, some may consistently be creating new pieces, however, the kiln size and how often they fill and fire a kiln may vary. Some fire monthly, others only a few times each year. This may impact their ability to deliver pieces on a shorter turnaround. There is a definite timeline from shaping clay on a pottery wheel, to kiln, to delivery to your door. This question is the same for other artisan areas too, like custom woodworking and forged metal pieces. If you work with artists, make sure you know their timeline, and that your business model is in sync with it - and your customer delivery commitments.

A second question is, can the artist duplicate a piece close enough to the original you already have on hand?  Consider that glazes and finish processes change, so ask about those things every time you order. Yes, the whole idea of an artistic piece is that there isn’t an exact duplicate of it - even when it’s fired in the same kiln, at the same time. That’s what makes each one beautiful.  On the flip side, the pieces need to be close enough to the original, in your opinion as the business owner, so that what a customer sees on your website or social postings matches what they receive in their gifts. It’s a delicate balance that requires attention.  

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The third key question you should not assume you know the answer to is, does the artist even want to duplicate the piece?  And if so, how many times? Some artists don’t want to work on multiple pieces in what feels like a production line. They find inspiration staying in the new creative mode and will limit reproduction intentionally. That’s important to know up front. Their pieces may be special edition or limited quantity, which is fine, as long as that’s clear from the start.

We enjoy our artist interactions, and the beauty of their work is central to our business. That said, understanding the nuances of our network is not trivial and it ties directly into who our own best customers are. For us, it’s those who appreciate a gorgeous piece of artisan work (meaning: no two will be identical), and that hand-crafted takes time (meaning: order in advance to be sure). If both of those elements work for our customer, then they are sure to give gift boxes that are personal, hand-crafted, and beautiful.      

When the Unexpected Happens Look for Cracks in the Sidewalk

This year did not kick off quite as planned. We had a schedule, a lineup, and a detailed plan. We were ready to rock it. Then the unexpected happened (family emergency) and we had to shift to Plan B. Despite this abrupt schedule change, including unexpected travel, two business opportunities appeared in our midst that otherwise may never have happened. 

Before I get to those two items, it’s important to note that a real focus of mine has been to get better at learning to breathe and look at the unforeseen as a positive adventure. (To be real, this is long overdue, and I’m not suggesting I’m an expert at it, but progress is definitely being made.)

Okay, back to this year… In January, a serious illness occurred in the family that called for travel to Colorado - which meant ten days away from the business. Now, this is a good news, bad news story because if you have to fly off for an emergency, Durango, Colorado is a pretty spectacular destination, especially if you’re in a business that connects with artistic creativity. That said, it was ten days largely out of pocket, with my time committed to working together to support family.

Two things happened during this trip that reinforced my effort to be open to adventure. (As James Wedmore shares on his Mind Your Business podcast, “allow opportunities to come to you.”) Before I departed for Durango, I searched on a whim for ‘ceramic artists’ to see if any of potential interest were located in Durango. What I found was Lorna Meaden Pottery. If you’re into quality craftsmanship, as we are at Red & Rugged, this was a blessing. I reached out, we exchanged several messages, and in the end, I was able to swing by and visit her in studio, in person. What a joy! This led to finding a little gallery on Main Street in town, (Called “&”) to purchase more beautiful pottery.  Beyond the new purchases, I learned of prominent websites and organizations we should be aware of, and the name of a ceramics industry event Lorna suggested we attend. The chance to find beautiful new items potentially for placement in our custom gift boxes, and add to our list of networking events with influential artists, is at the core of our business. Jackpot!

Lorna meaden at her studio in durango

Lorna meaden at her studio in durango

Meeting the artists is so important to us, and on the flip side, having us be more than a name on an email to artists, is also key. Business is still all about relationships.

The second opportunity that presented itself during my two mile “commute” was the discovery of an amazing photo shoot location. Fort Lewis College is perched high above the town of Durango and offers a spectacular 360 view. I drove past the College every day. And as luck would have it, we had access to a cool Willys Jeep truck that was perfect for the backdrop. (Side note: family was able to join us for this blast of fresh air and enjoy the scenery with us!) We did not hire a photographer, we used my cell phone and went to work. As you can see from the photo examples in this blog, we now have unique profile photos to use as content across our web site.

photo shoot at fort lewis college, with a few of Lorna's ceramics

photo shoot at fort lewis college, with a few of Lorna's ceramics

"red" and the willys truck

"red" and the willys truck

Being out-of-pocket was not ideal, and yes, I missed a few self-imposed content deadlines as a result. However, as Jenna Kutcher says in her Goaldiggerpodcast, I had to give myself some grace and let it go.  Ironically, I'm typing this blog from the hotel, at the NCECA conference, which Lorna brought to my attention during this trip. (And you know I now have even more beautiful ceramic pieces in hand!)

As you deal with the unexpected in building your business, look for cracks in the sidewalks where the flowers bloom. You might just spot a surprise for your business that otherwise never would have appeared.

How to Nail the Transition From Hobby to Business Workshop

When the saw is buzzing and the dust is flying, life is good for the tool man in his workshop. The adrenaline is high and there’s a great sense of satisfaction. But things change, and your perspective is different when you make the decision to move from casual hobby to the deliverable of a quality business product.

In our workshop, I watched the progression first hand, as my “rugged” half, Kevin, began to notice the need to alter his work space. He moved from streamlining the process, to ergonomic safety, to improved organization. Once he started making hand-crafted gift boxes on a weekly basis, it became clear how important it is to have an efficient workflow. At one point, he had set up the tools and process on one side of the work space, only to realize the layout really lent itself to increased efficiency on the other side. So, guess what? He had to unplug and move all the tools to the other side, and set everything back up again to make it work.

Seasonal changes also brought shifts in workspace lighting. As winter approached, darkness came earlier and we lost the natural daylight effect which meant more lights had to be added. Then heating the work space also became a priority.

Next, ergonomics entered the scene. Standing for hours meant the need for floor pads to help cushion the impact on the lower back and knees. Off we went to the internet to place another order!

Finally, once the tools and processes were in place, then organization of parts was necessary to stay on top of inventory and remain efficient.

Remember, all this planning and organizing is time away from making a product, an important lesson to hammer home. Careful thought to the layout of your workshop, and a little extra planning upfront on your punch list, will go a long way in saving your business time and money, and improving the health of those building it. 

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Gone In A Flash - Five Tips For Making the Most of Your Photo Shoot

Updated June 16, 2021

“It needs more zhushing,” were her first words to us when our photographer looked at our gift box. We stared down at our beautiful box and realized she was right. Get plumping! The idea of a photo shoot seems so simple, but in reality, it requires planning.   

Time is money, and planning your photo shoot will save a lot of both and create tools for your marketing channels. A lack of planning can mean missed opportunities, maybe missed purchases, because you don’t have the pictures you need when a potential buyer comes calling. The opportunity cost of waiting until next time – especially in a major buying season (holiday, weddings, etc.) - can be painful.  

Here are 5 Tips to Help You Get Focused on a Great Photo Session: 

Are professional pictures really necessary? Absolutely, yes. Give yourself every competitive advantage. With the average website visitor staying less time than it takes for a few sips of coffee, your images need to attract and keep visitors on your site or social media channels. Give them every reason to stay and purchase, or at least engage. Free yourself from worrying about the lighting and angles; let the pro do it. And a good photographer (hat tip to @whitneywassonphoto) will offer the bonus of product positioning ideas based on their years of experience. This doesn’t mean every photo needs to be taken by a professional. We take many more photos ourselves; however, we have a core of professional photos available, especially for our website.

Make a list of each picture you need. Think ahead about how many photos you’ll need to be posting weekly/daily and across all the platforms (newsletter, email, website, social channels). It may seem simple to come up with the list now, but things get busy quickly when the photographer arrives, and you’re trying to make the most of your time together.  If you don’t have your list ready, it’s easy to start jumping around and miss key shots. Write down a brief description of each photo, list the different colors and arrangements of those items as separate photos. You may sell one combination of products, but having pictures of two or three combinations will give you different ways of showing off some of your favorite pieces: large groupings, small ones for variety, mood, flavor. And you can spread that variety across multiple channels to promote the same end product in unique ways. Options and ideas, that’s the name of the game. 

Plan the order of pictures. When you start moving individual items in and out of pictures, a session can get unorganized in a hurry. Think about whether individual items will be in multiple shots in the same background? Different backgrounds? Don’t waste time getting the same pieces in and out at different times in the shoot. Have a logical order based on which items are being used the most, and in which groupings. Keep the pieces handy, switch the backgrounds, or add a complementary element for a different occasion. Same piece, different purpose with the addition of a bow or seasonal accent.

Seasonal vs. non-seasonal? Without planning, you can miss the obvious, like the fact that three different buying seasons may occur in the next five months (August through December). Consider what you’ll be selling in the months ahead. If possible, take pictures in the different style settings, with a range of backgrounds and accessories, colors, etc. (Yes, that means pulling accessories/decorations packed away in storage.) Otherwise, you may realize too late that you need the same items but in a holiday styling a few weeks later.

Remember Individual items. What about individual pictures of products to add variety across social platforms and your emails?  Different shot styles for the Individual items you want to highlight allow more content options that ultimately link back to product pages. If you don’t take individual item pictures, your photos may start to repeat quickly.

These are a few of our lessons learned the hard way. With a few years under our belt now, we appreciate the importance of being prepared. While we still learn something new each session, we share these tips through the lens of our business in the hopes that it helps yours.  

Total Eclipse of the Art

We often get asked about the stories that have connected us to different artists. So with this in mind, we're making an effort to start sharing more of the background, behind the art, on how the plan all comes together. And sometimes, it’s with no plan at all... 

Shortly after 1:00PM on August 21, 2017, hundreds of people walked outside of the NY Now show to get a glimpse of the pending eclipse.  We had no idea that this random sidewalk stop was where we would discover a new piece for a future Red & Rugged gift box. 

We were not one of the lucky ones to have found eclipse glasses, and despite reports to the contrary, none of the 7-Eleven stores we popped into that weekend had any in stock. We were fortunate to stand beside a friendly guy, whose name we didn't get, but I do remember his tie-dye shirt! He was happy to share his glasses and talk shop as the clock ticked forward and the eclipse appeared between the clouds. Standing on the other side of this nice gentleman was a woman in the same situation as us. She also had no glasses and was trying to glance up without causing the permanent eye damage all the media had warned against. We began passing the glasses between the four of us, grateful to be outside enjoying the gorgeous weather. 

During the course of our brief gathering, the woman handed us a sample of a multi-colored woolen coffee sleeve. It was interesting and colorful, however, it was August, so hot coffee and wool accessories weren’t top of mind yet. We had more immediate needs. I tucked it in my bag, thanked our sidewalk partners, and we went our separate ways. 

Now, months later, we've hunted down the woolen sleeve, made by Faribault Woolen Mill Co., it turns out. We've been testing it, and playing with different colors as we plan our next gift box. Had it not been for this random historic moment, and a chance meeting in the middle of a west Manhattan sidewalk, we likely never would have discovered this artisan accessory.

This experience taught us that new ideas and creative energy can come from unexpected places. You just have to be open and present to win.   

Stroll over and check out our current line of hand-crafted gift boxes now. The colorful woolen to-go cup sleeves are included in our Now or Latte gift box.
 

Our random sidewalk moment, passing the glasses

Our random sidewalk moment, passing the glasses