We were lucky to catch up with Victoria Robinson recently and have shared our conversation below.

Victoria, thanks for taking the time to share your stories with us today Can you tell us a bit about who your hero is and the influence they’ve had on you?

My hero and the driving force behind my journey is undoubtedly my mom. Her entrepreneurial spirit and creative flair have been my guiding lights, shaping the very essence of my business endeavours.

When the idea of starting my own company, V SHOP, took root in 2015, it was my mom who provided unwavering support. In her characteristically encouraging manner, she simply said, “go for it,” emphasizing the discipline required for self-employment. This marked the genesis of my stationery business.

In tribute to my mom’s resilience during her nearly decade-long battle with cancer, I crafted 10 art prints featuring her favourite verses and song lyrics. A portion of the sales proceeds was donated to The Canadian Cancer Society. What began as a humble collection of prints soon blossomed into a comprehensive stationery line, encompassing notepads, meal planners, day planners, greeting cards, and more. The business flourished, with my mom assuming the role of my salesperson, servicing retail stores and contributing to packaging efforts.

My mom succumbed to her battle in May 2019. Despite the profound loss, I continued steering V SHOP until November 2020, but it became clear that my heart was no longer fully invested. The stationery line had been a shared endeavour, a poignant connection with my mom, and I made the decision to retire it. During this transitional period, my involvement in designing brands and websites for diverse small businesses gained momentum alongside V SHOP.

In a seamless evolution, I transformed my business into V&CO Design Studio, exclusively focusing on brand and web design. My mom’s entrepreneurial wisdom became the cornerstone of my approach, emphasizing the importance of resilience and the ability to navigate challenges. She was not only the reason I embarked on this entrepreneurial journey but remains my enduring inspiration to persist and evolve.

In every step of my professional career, her lessons echo — the spirit of entrepreneurship, the art of successfully working for oneself, and the resilience to weather the storms. My mom ignited the spark, and her legacy propels me forward, ensuring that her influence continues to shape my path.

Victoria, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

At the heart of V&CO Design Studio is a journey that began with a profound personal story, much of which I shared in the previous question. Today, we stand as a dynamic Brand & Web Design Studio, forging meaningful collaborations with female-led brands in the of beauty, wellness, lifestyle, and creative industries.

Our mission is clear: we strive to craft luxurious, stand-out brands that not only captivate but deeply connect with our clients’ target audience. At V&CO, we don’t just design; we become strategic partners, investing our passion into every facet of our clients’ brands. From brand design and web development to copywriting, content creation, social media management, packaging design, and digital/print collateral, we offer a comprehensive suite of services to bring brands to life and propel them into the online sphere.

From initially working with a broad spectrum of clients, we’ve refined our focus to specialize in collaborating with female-led luxury brands in the beauty and wellness industries. This intentional niche allows us to create synergies with clients who share our values and vision, resulting in collaborations that are not just professionally rewarding but personally fulfilling.

One of the milestones I take great pride in is the establishment of a talented and dedicated small team of women who contribute their skills to various design and content management tasks. This expansion has empowered us to diversify our offerings and enhance the support we provide to our clients. Recognizing the importance of a holistic approach to brand development, we now seamlessly integrate social media management into our repertoire. The addition of this service this year, facilitated by a skilled content management expert, ensures that our clients receive a comprehensive solution — from brand conception to post-launch marketing.

As I reflect on our journey, what sets V&CO apart is not just our ability to craft a beautiful design, but our commitment to building lasting partnerships. We want potential clients to know that we go beyond the conventional client-designer relationship; we become invested allies in their brand’s success. Many of the product-based brands I have worked on, I personally use and love their products. And for our service-based clients, I make it a priority to try a service and cheer them on. The essence of V&CO is not just in what we create but in the collaborative journey we embark on with our clients, shaping brands that resonate, inspire, and endure.

What’s been the most effective strategy for growing your clientele?

The most impactful strategy in expanding my clientele has undoubtedly been honing in on a niche market. Shifting my brand messaging to explicitly cater to female-led brands in the beauty, wellness, lifestyle, and creative industries initially sparked some concerns for me. There was a worry that it might repel potential clients. However, the outcome has been quite the opposite.

By embracing this focused approach, not only did it streamline my business identity, but it also acted as a magnetic force, drawing in clients from these specific industries. The decision to spotlight my expertise in these areas has proven to be a catalyst for meaningful connections and, more importantly, exceptionally rewarding projects. It’s a testament to the power of specificity in attracting the right kind of collaborations and fostering a deeper resonance with my clientele.

Having personally experienced the efficacy of this approach, I’m empowered to convey its success to the brands I collaborate with. This enables me to assist them in refining and articulating their target audience more effectively. The ripple effect is evident in the outcomes—a higher likelihood of achieving not just successful but exceptional brand launches.

What’s the most rewarding aspect of being a creative in your experience?

The pinnacle of reward in my creative journey lies in the complete lifecycle of a project. The magic begins with delving into a brand questionnaire—a tool that allows me to best understand my clients and their businesses. Transitioning from words on a page to a design is an exhilarating process that never fails to captivate me.

I take pride in posing thoughtful questions, aiming to extract the nuances that will bring my client’s vision to life, often exceeding their own expectations. Witnessing the evolution of the design as it materializes on their website, digital platforms, and, notably, on tangible items like packaging and print materials is undeniably the most fulfilling part of my craft. The ultimate gratification? Holding a finished product with a label I designed—there’s no better feeling. It elevates the entire creative process.

Contact Info:

• Website: https://www.vandcodesignstudio.com/
• Instagram: https://www.instagram.com/vandcodesignstudio/
• Facebook: https://www.facebook.com/vandcodesignstudio
• Other: https://www.tiktok.com/@vandcodesignstudio

Image Credits
Iulia Agnew Fotographie Laine Mostert (Jaeda Marie photo)