More Than WE Know

I’m always fascinated by interesting alliances between different businesses.  Done creatively and well, these relationships can enhance both participating businesses by drawing in an expanded audience of a target market. 

Alliances can even be refreshing, causing the customers and the business owners to look at their business in a different light.

Sydney, owner of DottedwithHearts has found an unusual affiliation by linking her handmade jewelry, purses and incense with tattoo parlors. Her jewelry is tattoo-inspired and appeals to the same target market as tattoo shops. 

Although Sydney says her target market is any one, she has already discovered two narrower markets that she can consciously create products for and market to - people who enjoy tattoos and roller derbies. 

These consumer groups are great also because they already have a habit of wearing clothes, jewelry and body art that make a statement and reflect their passion. DottedwithHearts gives them yet another method of self-expression.

Sydney also makes a habit of wearing her own jewelry and carrying her own purses - a natural icebreaker and networking device that many retail entrepreneurs can use.

Here is her story.

Sydney, tell me about your business

My shop is called Dotted with Hearts. I make unique, tattoo inspired, rockabilly   inspired, roller derby inspired jewelry and handbags, and t-shirts with awesome appliques for those mom’s and kid’s that are more rock and roll than old navy!

What is your best holiday item? 

Lately, believe it or not, it has been my hand dipped incense! With requested gift wrap, so I know they are going for presents.

 What inspired or motivated you to start your business?  

I have ALWAYS made things, my own jewelry, handbags, clothes, and was a stay at home mom who wanted to help support my family AND be able to raise my child at the same time! It’s nice, because she is my main inspiration for my ‘rockin munchkin’ shirts.

What keeps you motivated?

I have a drive to succeed and would love to one day buy a little storefront downtown and have my own shop, and help other start up artists by featuring their work in my shop.

How did you fund your business? 

My husband has been my biggest investor! :)  
The majority of money I make goes right back into Dotted with Hearts

Who is your target market?

Any one! I’ve had males and females as customers. I like to think my stuff is for people who are a bit different, and I think I make awesome things you can’t get at the mall! As customers, I have also had a few fellow roller girls buy up all my derby related items!

What percentage of your business is online? What is your ideal percentage?

The majority of my sales come from online, unless I have a craft fair weekend. The area we live in is not a big city area, so to do craft fairs and “punk rock flea markets” and things like that with my customer base, I end up driving 2 or so hours to bigger city areas (Lancaster, Harrisburg) I also have a little display at our friends tattoo shop.

Where do you get most of your customers? 

Word of Mouth always works! Most of the jewelry I wear, or handbags I carry, are things I have made, and it’s always nice to tell people “I made it, here’s my card” when they compliment me on what I’m wearing!

What is the biggest challenge you faced and how did you overcome it?

I am still facing it. Just trying to build a business on your own, without having a lot of money to put into it immediately is rough. I would like to be able to get a loan, and buy every single supply I need, but it’s just not possible right now.

What was the best unexpected thing that happened to you?

Awesome things have been happening often lately! I’ve gotten a few more offers from tattoo shops to carry my items, and everytime I log onto etsy, and see the number of items in my shop has gone down due to selling, it’s always a great feeling!

What do you wish you had known when you started?

It’s been a trial and error process, with selecting materials to work with, and how to market, and handle online customers, but every “bad” experience, I try and learn something positive from it, and it’s only making me better!

Do you have kids?  Do you work at home?

Yes, our daughter just turned four. I work from the house.

What is the biggest challenge of being a work-at-home mom? 

The biggest challenge comes from trying to build an online shop with a 4 year old that wants to play games on nickjr.com!

How has having a daughter helped you be a better entrepreneur?

She helps by making me realize that if i succeed, this is something I can pass down to her!

How has being an entrepreneur helped you be a better mom?

It’s helping me to help support my family and still be able to be at home with our child.

What advice do you have for other Women Entrepreneurs?

Don’t put yourself or your products down if you don’t sell out immediately, and love what you make! If you don’t love your craft, how can anyone else?

To see more of Sydney’s jewelry and other crafts, visit her shop DottedwithHearts.

To get my special report on 7 Steps to Sustainable Success for Women Entrepreneurs -> Click Here.

If you would like your business profiled on More Than WE Know  please contact me at Liz (at) Morethanweknow (dot) com.  
 

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