We’re excited to introduce you to the always interesting and insightful Theresa Van Duyne. We hope you’ll enjoy our conversation with Theresa below.
Theresa, thanks for taking the time to share your stories with us today What do you think it takes to be successful?
My name is Theresa Van Duyne and I am the owner of T&J Soaps in Troy, NY. I specialize in handcrafted soaps, candles, and a variety of other crafts. My dedication to the community, customer focus, adaptability, and creating quality products has allowed me to not only establish a growing online presence but also to run a physical storefront, located in Troy, NY, for over a decade. I recently wrote a curriculum for an online education company on the topic of creating a craft business. I also participated in being a presenter for a community series for creatives creating businesses at the Art Center for the Capital Region.
I view small businesses as a heartbeat within communities. The Covid pandemic and inflation have affected small businesses in various negative ways, but I do believe there is hope if you are willing to put the work in.
Here are some of the most important elements to creating and maintaining a creative business during these bumpy times.
1) Unique and Quality Products- Offer unique, high-quality products that differentiate your store, art, or craft from competitors. Focus on craftsmanship, creativity, and originality to attract customers looking for something special. As creatives our brains are usually overflowing with multiple ideas at one time. Focus on one product to begin with- it’s so important to remind yourself that everything starts with a high-quality product that you can stand behind. Once you have mastered that product then you can move on to others. This is hard for creatives. I am guilty of this myself. I find that I must put myself in check all the time. It certainly helps that my storefront is only about 480 square feet. My main focus is my cold process soap. I try to stand out from the crowd by offering quite a large variety of scents and design. While I currently make an overwhelming 50 scents, I spent years perfecting my one main recipe. I started out with 1 scent, moved to three then I allowed myself to play more. Most soap makers stick to a maximum of 10 scents. Also, allowing myself to play with my tried-and-true recipe keeps things fresh for me and I thought about the variety being a draw to my store. It’s fun to watch customers at my soap wall getting excited about scent and design. My soaps currently account for 80% of my sales.
2) Continue to Engage in Community Events- even if you have a physical storefront, or studio it is incredibly important to continue to participate in local craft fairs, markets, and community events to increase visibility and connect with potential customers. Building a presence in your community can help foster customer loyalty and word-of-mouth referrals. Also think about how you can HELP your community. Your community supports you, so you should always do what you can to help it in return. My community, Troy, has a huge heart and whenever one of us needs help everyone is there. I am so grateful I choose Troy as home over 11 years ago.
3) Online Presence and E-Commerce- Every business, artist or crafter needs an online presence these days. I believe it should expand beyond social media. A website gives you a level of professionalism. Websites also provide a wider audience beyond a physical location. This allows customers to browse and purchase your products conveniently from anywhere. Most people shop online these days. E-commerce allows another stream of revenue. I have both a website and sell on Etsy. These helped carry me through lockdown. You can hire a website/graphic artist for this, or you can use a website builder. Websites are much less hassle than they were 20 years ago.
4) Exceptional Customer Service- This is one of the MOST important elements. Provide excellent customer service to build trust and loyalty among your customers. Offer personalized assistance, address inquiries promptly, and handle any issues or concerns professionally. One of the benefits of owning a small business is the personal relationships you build with your customers. They won’t find that connection in a big box store. A word of caution- I have seen businesses that could have thrived fail because they didn’t have quality customer service. If you receive negative feedback about anything pause and reflect before you respond.
5) Financial Management- Keep track of your finances, including expenses, revenue, and profit margins. Set realistic financial goals and monitor your performance regularly to ensure the long-term sustainability of your business. This will also allow you to see which products customers are drawn to so you can focus your time on those. I know it’s not the fun part of owning a creative business, but it must be done.
6) Adaptability- If Covid has taught us anything, it taught us ALL we must adapt. You have to be willing to modify your offerings, marketing strategies, and business operations accordingly to remain competitive and meet evolving customer needs. Also pay attention to trends, consumer preferences, and market dynamics. During lockdown I was making products that people had a need for, so I didn’t take a PPP loan. Instead, I had drive-up hours where my customers would order online, they would pull up and pop the trunk and I would put the items in. I also started delivery services… until my car died. I had to adapt and ask for help. Two other local businesses helped by offering my soaps. Rare Form, a local craft brewery added them to their website and started delivering soap with beer. A farm CSA helped me with add-ons on their end and I offered them in return a place for CSA’s to be picked up, so they didn’t have to drive everywhere. They left Troy CSAs with me, and I did the same trunk procedure. I also used this time to work on e-commerce.
7) Continue to Learn and Improve- Seek opportunities for learning and improvement, whether through attending workshops, networking with other business owners, or seeking feedback from customers. Embrace a mindset of continuous growth and innovation to stay ahead in the competitive market. Education keeps us fresh.
While there are more aspects to running a successful business, I believe that these are some of the core elements to increase the likelihood of your creative business succeeding.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
Theresa Van Duyne is a versatile and accomplished individual with a rich background in art, education, entrepreneurship, and community involvement. Holding a Master’s Degree in Art Education from The College of Saint Rose, she has always had a deep passion for the creative arts.
For the past 13 years, Theresa has made her mark in the craft industry with her successful business, T&J Soaps, specializing in handcrafted soaps, candles, and a variety of other crafts. Her dedication to quality has allowed her to not only establish a growing online presence but also to run a physical storefront, located in Troy, NY, for over a decade. She currently offers a wide variety of her handmade soaps, bath bombs, lotions and other crafts. Theresa also supports local artists and crafters by selling their work in her store. Theresa’s educational journey includes a decade of teaching art in public schools, where she made a positive impact on her students through her creativity and dedication. During this time, she also took on an administrative role, successfully managing the Adult Continuing Education program.
In addition to her already impressive portfolio, Theresa recently wrote curriculum for a lesson titled “Starting Your Own Craft Business” for an online education company. Her expertise in the craft business and education uniquely positions her to share valuable insights with aspiring entrepreneurs. She recently participated in a panel discussion about turning your art or creative pursuits into business at the Art Center of the Capital Region.
Theresa’s community involvement extends beyond her entrepreneurial and educational pursuits. She serves on the Board of Directors for the Downtown Troy Business Improvement District, where she is an active member of the Finance Committee and co-leads the Retail and Marketing committee. Her contributions to the community demonstrate her commitment to making Troy, NY, a vibrant and thriving place for businesses and residents alike.
With her diverse background, unwavering commitment to creativity, education, and community development, Theresa continues to be a dynamic and influential force in various aspects of her life.
Where do you think you get most of your clients from?
Word of mouth has proven to be the cornerstone of success for my business, T&J Soaps. Over the years, satisfied customers have become powerful advocates, spreading the word about the quality and effectiveness of our handcrafted soaps. Their enthusiastic recommendations to friends, family, and colleagues have consistently brought in new customers, forming a strong and loyal community around our brand. This organic form of marketing has been invaluable, as it builds trust and credibility far beyond what traditional advertising could achieve. It speaks volumes to the exceptional quality of our products and the dedication we have to customer satisfaction. As we continue to grow, word of mouth remains our most potent tool for expanding our customer base and maintaining the integrity of our brand.
Have you ever had to pivot?
T&J Soaps emerged as a transformative pivot in my life, catalyzed by the shifting landscape of my career as a high school art teacher during the recession. As my job was affected, transitioning to part-time teaching became necessary, prompting me to seek supplemental income while also addressing my husband’s skin concerns. Drawing from my passion for scent and the tactile experience of using cold process soap, I embarked on a journey of self-taught soapmaking, leveraging my background in sculpture to craft each unique soap with care and creativity. When I faced a layoff in June 2012, I saw an opportunity to take a bold leap and materialize my dream by establishing T&J Soaps as a brick-and-mortar venture. This endeavor not only fulfilled my entrepreneurial aspirations but also enabled me to continue pursuing my love for artistry and handcrafted skincare products, marking the beginning of a fulfilling chapter in my professional journey.
Contact Info:
- Website: www.tandjsoap.com
- Instagram: https://www.instagram.com/tandjsoap/
- Facebook: https://www.facebook.com/TandJsoaps
- Linkedin: https://www.linkedin.com/in/theresa-van-duyne-58a90293/
- Yelp: https://www.yelp.com/biz/t-and-j-soaps-troy-2
- Other: etsy: https://tandjsoaps.etsy.com Physical Address of shop: 271 River Street, Troy, NY 12180 518-272-2660
Image Credits
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