Cassandra Russell's Story
My vision for my business began after taking my first art classes. I was already a graphic designer by trade and always made my own handmade gifts.
I created some experimental products for friends and family who reacted with favorable reviews and best of all later sales. I decided to have a trunk show at my home which gave me an opportunity to decide on what I would be selling and pricing too. The first thing I did at this point was try to come up with a perfect name. After much brainstorming, I decided on my own and 'Cassandra Russell Design' was born!
My philosophy behind my business has always been based on decidedly applying my personal flare for color and style into my designs. This really inspired me because I was creating what seemed to be missing in the regular market place. I wondered where the 'art with heart & soul' was. With my new company name in mind, I designed my own business card and hang tags on my computer. I also created matching posters and ad materials. This really made my company come to life as a real brand to me.
My next step was to formulate exactly what my new business would offer. I collected pictures of products and packaging that really made me excited. I create digital collages entitled, The Look, Art Gifts, and Baby Gifts etc., to solidify what angles I liked best. I printed these on sheets with my logo at the top to fuse the two in my mind while developing on my designs. From the pictures I had collected, I could easily see the trends I adored such as packaging tied with raffia and ribbon. I apply these well loved details to my current designs. For example, the signature for my note cards called Noteables, is now raffia tied cellophane bags. To keep me focused, the pages also went up in my studio as well. Just like a well designed room, my product collection needed editing and style continuity. I knew I wanted to make art gifts. I was so inspired by the so many different artists out there doing truly beautiful original work that this really helped me decide what to zero in on!
The successes of my first shows spurred me onto putting my work on line and in local stores. While I still sold to family and friends who bought for their regular gift giving needs, I also set up part of my studio as a gallery boutique for visitors to browse. I must say I was never pushy but prided myself on being able to take care of their gift needs while making a sale. I began doing local art shows and eventually hosting many of my own.
I always thought outside the box. I brought my art gifts as hostess gifts and as thank yous for the guest speakers in a local group I attend. There is always something to say "thank you" for and my art gifts were appreciated for their originality. The extraordinary experience of receiving one of my hand created designs went a long way.
Looking back, I did start with a vision of what I would like to see. I combined my talents with computer graphics with hands-on art and photography to create my popular card sets known as Noteables. Some of my other current products include original fine art, art prints, encouraging art for little ones known as Art Minis and more. The development of these products really began with my wanting to share my work with others.
My art business continues to revolve around the idea that while not everyone wants to buy a painting, they may need cards or a uniquely special gift for someone else. I think my gifts have a timeless appeal that will not look dated a year from now. Another added bonus of my art gifts is that they can be given to practically any gender at any age.
I am pleased with the way things have unfold but I'm always looking to take things to the next level. Keep checking my Etsy store, CassandraRussell.etsy.com and my blog, http://CassandraRussell.typepad.com to see what I'm up to today.
All the best with your own craft business adventures!
Cassandra Russell
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