“Choose Your Hard.”
I love this quote to live by shared by our guest on the show today – Laurel Taylor.
Laurel and I have a wide-ranging discussion in this episode, where she shares her journey from learning to knit as an aid to focus, to starting and growing her business – Alabaster Purl – through many twists and turns – including moving from Alaska to Oregon to Texas!
Laurel specializes in handmade knitwear and selling at in person shows, and she also has published a handful of knitting patterns.
She has a lot of wisdom to share on how to maintain a handmade business long-term, and we have a lot of fun in this episode, too!
I hope you enjoy it.
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- In 2008, Laurel was struggling to focus in school when a friend offered to teach her to knit, thinking that if her hands were engaged, then her mind would follow. This was successful and helped her to focus in class.
- Laurel continued knitting and moved from Alaska to Oregon in 2010 where she decided to make Christmas gifts for all of her husband’s family and posted photos on social media. This prompted other friends and family to place orders with her for knitted items, and her business, Twiddle’s Treasures, was born.
- After a few years in business, Laurel rebranded from her childhood nickname of Twiddle to Alabaster Purl and opened an Etsy shop.
‘…Things have never really taken off for me on Etsy for my finished items, but they do super well at in person shows. That’s my passion now, selling at markets.’ {Laurel}
- 2019 and her family moved to Texas which was a huge culture shock, and there was some doubt as to whether Laurel’s knits would sell as well in a warmer state. With some extra effort leading up to the winter, Laurel had a successful selling season.
- The effect of Covid-19 on Laurel’s business was discussed, and this was a big challenge with many markets being cancelled. This prompted a larger focus on online sales.
- Sales of patterns, particularly Laurel’s ‘Hope Shawl’ took off on Etsy during this period, where previously these had not sold well. Buyers also knitted the ‘Hope Shawl’ and shared their work which helped sales.
- Social media was discussed. Facebook is the preferred platform in Texas however Laurel prefers Instagram. She is also working on creating her own website and getting an email list going.
- Laurel really enjoys making Reels, videos, voice overs, making people laugh and the creative aspects of this process, but this isn’t always the best way to grow her business.
- Jess suggested that TikTok might also be a good platform for these types of videos, however the process can be very time consuming if using multiple platforms. Makers also need to think about which platform their target audience would be using and focus on that.
- Laurel spoke about some of her challenges and goals. Her major goal was preparing for a specific show this year, but she was not accepted, and now is having to shift her focus.
- Smaller benchmarks have been achieved, like reaching 10k followers on Instagram and now being to almost 30k followers.
- Maintaining her business after moving to Texas was also a proud moment for Laurel, proving able to sell knits in a hot climate.
- Laurel feels very blessed and fortunate to be able to run her business full time, rather than as a side gig.
- Recent changes in the economy and their effect on small businesses was discussed as this has had a big impact on many makers, with people having less disposable income.
- Jess raised that Laurel has incrementally built her business rather than trying to do all the things at once. It’s good for other makers to see that you can take time to grow the business.
- Laurel has begun using SKUs to track her products and see which are more profitable. This allows her to focus on popular colours and phase out those that are less so. Some items are one-of-a-kind if they are hand-dyed, whereas some are made in a batch.
- Laurel’s life outside of the business was spoken about. She enjoys the control over her time that comes from being self-employed, as well as the freedom to live where she wants to, and having a quiet life.
- Jess spoke about having annual planning days to plan out one year at a time: run a course at this time, release a new design at this time, etc. Jess also plans out other activities like corresponding YouTube videos, podcast content etc. However, it’s important to be flexible and be able to pivot when life intervenes.
- Advice from Laurel: If just starting out in business, makers should ask themselves the hard question about what your goals are for the business and keep that goal in mind throughout. Do you want a side hustle, or a business that will make enough money to pay your bills/debts?
‘…Define success for your family, for you, for your business, before you even get started. Because if you jump into it and define success for you as you’re going, you could let yourself down and think that you’re failing when you’re not. You might have defined success incorrectly for yourself.’ {Laurel}
- QTIP or Quit Taking It Personally: This is especially important when selling at markets as you have to deal with the in-person rejection of your products.
- Don’t fight for the customers who don’t value your work.
- ‘Choose your hard’ is Laurel’s quote that she lives by. Some decisions and steps are difficult to take, but they are worth it.
- You can find Alabaster Purl on Instagram, Facebook for finished items, Ravelry and Etsy for knitting patterns, and later in the year on her website: alabasterpurl.com.
