I think one of the secrets to being creative is to surround yourself with individuals that have a passion for loving what they do in life. A circle of like minded souls that you can bounce off ideas and give you support to reach for those dreams is priceless. In my life I have been fortunate to know many such inspiring talents that I consider true friends. Today I thought I would share with you an interview I recently did with one of my mega talented friends, Amy Barickman who is the founder and creative director of Indygo Junction Inc and sister company The Vintage Workshop. Amy combines her love of crafting, needle arts and sewing by producing printable digital art, patterns and fabric through both companies. As creative director she oversees a team of designers who are on the leading edge of the crafting and quilting industry. Amy also a successful publisher, has written many popular books
showcasing needle arts and sewing. Did I mention she has also been featured on The Carol Duvall Show and QVC plus countless published magazine articles? So let’s find out more about Amy and how she does it all.
photo courtesy of Country Living
Amy, please share with us how you started Indygo Junction Inc and The Vintage Workshop;
I was fresh out of college and contemplating what I would do with my BFA in glassblowing. I had a business in high school marketing teddy bears I made from thrift shop finds, quilts, old coats and mink stoles. My mother had sold craft and sewing patterns by local designers in her retail store, Donna's in West Des Moines, IA. Seeing the regional success of the patterns, I decided to market some of designs and designers to a national platform. I feel so fortunate to have been able to start my business at the age I did I had lots of energy and no family responsibilities.
As a "serial entrepreneur”, after 12 years at Indygo Junction I was feeling complacent. Dreaming up new business concepts was always on my mind and I started playing around scanning some vintage artwork, printing on fabric with my home printer and the idea of images on CDs and a line of companion printables came to life. I decided this needed to be a separate brand and website from Indygo Junction with the chance at some point in the future I may be able to sell one of the businesses.
Of the many roles that you have in regard to your business, which one has been the most rewarding;
The role as product development director is most rewarding. To see a pattern or book move from concept to production, then to sell at the trade show and witness a shop owner's enthusiasm for the pattern or book is gratifying. This role also involves scouting for and working with designers to create content suitable for publishing. I have been blessed with a great team of people with wonderful talent, and working to promote a designer's work and seeing their satisfaction in the products we produce is very rewarding.
On that same note, which one has been the most challenging for you;
I had to think about this one for a while, and actually came up with the same role, product development director. I am so motivated in this role that it is hard for me to slow down and make deliberate decisions vs diving in head first to my next "great" idea. I know this is a challenge for many creative entrepreneurs and can empathize with this daily struggle. I am now working with a brand manager who recently came on board to help me launch a new book. I am trying to embrace his advice "failing to plan is planning to fail", but it ain't easy!
You have a team of designers that work for you, how do you go about selecting new talent;
We want unique, trend-setting design with quality execution. Whether or not the design will work for our market, is often based on gut instinct and that is usually a good indicator, but not always. We try not to have two designers with a similar look or style, so they do not compete. We are looking for designers that compliment and grow our line.
Congratulations on being selected in 2007 as one of Country Living Magazines Women Entrepreneurs of the year. How did you prepare for the panel and the interview process;
We were given some questions to think about, but other than that it was a very relaxed forum of Q&A, and just being willing to answer questions honestly and openly share your experiences was what was expected. I did attend the event again this year and it was a wonderful experience. There was so much valuable knowledge shared, there is always more to learn!
I have always been impressed with your marketing plan for your brand, everything from television (Carol Duvuall Show and QVC) to a multitude of printed press and licensing agreements. Any tips on keeping your business name out front;
A continual flow of new products has been the key to staying visible. We are producing around 20 new patterns for each Quilts Inc. trade show and several books each year. Having physical presence at the trade show is really important as well. We get a chance to meet with editors and buyers face-to-face to discuss key b-to-b initiatives.
Amy you founded your business in 1990, what have you learned over the years that you wish you knew in the beginning.
I went straight from college graduation into business. So I feel like I have been working on my MBA for almost 20 years. Your mistakes are your greatest learning experiences…if you are lucky they won’t kill you or the business, they will make you and it stronger. This is hard to understand until you are on the other side of the challenge. I have finally got to a point where I embrace this concept, but I am more cautious and deliberate the older I get…
I have also learned its all about the people you surround yourself with and their interest in the business you are running. My current team all have a personal love for creative fabric and/or paper arts. Bringing that passion to their workplace, the relationship becomes a win-win on so many levels. I am truly blessed to have a fun, talented, hardworking group that is supports me and has allowed me the freedom to work on new endeavors that will grow the business. This is a huge challenge for most small businesses where the principal/owner is wearing too many hats and does not have the necessary support staff to move to higher level strategy planning and implementation of those initiatives.
Any piece of advice for growing a creative business;
My previous answer would be a very important piece of advice to keep in mind.
Also, network with other creative people in business. Find a mentor or a group of fellow business owners to meet/consult, people who have similar situations and circumstances. I love to get together with Deb(Curious Sofa) and Carol for lunch, we bounce business ideas/opportunities off each other. Helping
each other with connections to business development leads. and discussing positives and negatives in our current business life is good for the soul.
This leads me to discuss a new venture I am developing amybarickman.com. We are launching the site soon and will create a platform for creative entrepreneurs with education and inspiration… we will be announcing plans on the launch of The Workshop Window, The Vintage Workshop’s blog..stay tuned!!
Lastly, tell us about your blog;
The blog, The Workshop Window has been extremely well received. I love this platform to communicate and share information. We also relish the timely feedback from our readers! Look for videos, guest designers, and more projects, contests and give-aways. Also look for Indygo Junction to launch a blog in late 2009.
Our 20th anniversary year will bring a whirlwind of activity…We will be relaunching an expanded Vintage Workshop website in 2010 to offer a marketplace for original vintage artists to sell their wares, expanded instructional material, how-to videos and beyond, and a wider range of related crafting supplies.
I will be hitting the road traveling to sewing and quilting expos teaching, speaking and promoting a new book Vintage Notions… modern inspiration for the creative woman and Hankie Style…fashions featuring vintage & reproduction hankies. So please sign-up for our enewsletters and blog feed to keep up on the schedule and come visit me if I happen to visit your city.
I think you can understand why I formed an immediate kindred friendship with Amy.I hope you go visit Amy and find a new creative outlet to try for yourself.
*Book and patterns available from Indygo Junction and The Vintage Workshop. Also, check out Amy's blog to keep updated on her latest news and project ideas.