We caught up with the brilliant and insightful Jordan Nunez a few weeks ago and have shared our conversation below.

Jordan, looking forward to hearing all of your stories today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

The biggest challenge to profitability for any small business, but ESPECIALLY a creative small business, is not valuing your work properly. Many makers find themselves in a cycle of pricing to sell, but not pricing to make a profit. I’ve been guilty of this myself. As a ceramicist I can make a beautiful, intricately designed, handmade mug (which by default should be priced higher than a mass produced mug) and when it’s time to sell that mug, struggle to ask the fair value for it.

The cause of this is two-fold. Many creatives believe that making the sale is more important than the profit that comes with it. This could be because of harmful tropes like “the starving artist”, or possibly because the external validation from a sale can feel incredible. It could also be, though, that there’s a true lack of education for creatives on how to price their work. So much of art, of creativity, is subjective. Further, to create a single piece often relies on years of experience, practice, experimentation, and discovery. How do you accommodate that in a price tag?

In my studio, my pricing is a reflection of operating costs (materials and electricity being the largest), followed by a strict calculation of time participating in the making process. My “creative rate” so to speak is increased annually to account for my growth and experience as a maker. This accounts for my materials, my creative labor, and my on-going experience. This is a simplified explanation, but overall this model leaves my studio profitable with room for growth year after year.

As a final note for any creatives who find themselves struggling with profitability- pricing fairly is FREEDOM. When you’re making a profit you are not being “slimy” or too “business-y”. Rather, you’re building a sustainable creative practice that will serve you, and allows you to continue on your creative path.

Jordan, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

For folks new to the Good Mud studio, hello! My name is Jordan Nunez and I am the artist and creative entrepreneur behind Good Mud Ceramics. I opened my business in the summer of 2019 after joining a ceramics studio and falling in love with clay. Everything about ceramics speaks to me- the colors, the textures, the process. I love the freedom to bring to life anything I can imagine. My focus is on creating handmade bespoke works for your home and lifestyle. I also offer custom pieces which have ranged from a full wedding package, to more sentimental gifts for a loved one. Lastly, I offer workshops and classes for those in my community to spend a day in clay.

I am most proud of the quality of work which leaves my studio. I have high standards for what gets passed on to a collector, and what doesn’t make the cut. I will never release a piece that I wouldn’t be thrilled to receive myself. It can be challenging as an artist to view your own work with a critical eye, however doing so is vitally important. I am able to consciously focus my efforts and grow in areas I’ve identified, which leads to higher levels of improvement at a faster pace. Additionally, sharing my critical eye with my followers instills confidence that what I have approved for sale is something truly of value. The trust I have built among my collectors is what sets my studio apart from others.

How did you build your audience on social media?

My growth on social media has always been very organic. I tend to focus more on what makes sense for my brand, rather than recreating trending content. While this strategy does not equate to rapid growth, as a creative business it is more valuable to have followers who are invested in my studio rather than those seeking a generic product. If a person needs a mug, there are a million major stores where you can buy a mass produced mug. For someone to purchase a handmade piece of art (that also functions as a mug), having that organic connection will lead to stronger sales and repeat customers.

My best advice to someone just starting out is to be brave and don’t take it too seriously. It is better to get your feet wet and start posting rather than waiting to create the “perfect” content. Just like anything else, social media is a skill that can be learned, and improvement happens with practice. Take the time to schedule a “photoshoot” day. This could be as formal or informal as you’d like, but you truly do not need more than a nice setting and your phone. Practice taking photos and editing them to see what you like (pro tip: if you don’t enjoy the editing process, consider investing in some Lightroom Presets). Overtime you’ll develop a sense for what angles, styles, lighting, etc. you prefer for your business. Having a photoshoot day isn’t just for beginners either. Batch producing content and beautiful images overtime will allow you to grow your own personal stash of branded stock photos. This library of curated images can be used on your website, social media, email newsletters, and more. Get creative and have fun!

Looking back, are there any resources you wish you knew about earlier in your creative journey?

I wish I had realized the full value of having a creative community around you. Being a solo artist can often feel isolating. Being a solo artist who wants that to be their full-time job can be even more isolating. Suddenly, you may find yourself with folks who don’t quite understand what you do or what your “little hobby” is about. Certainly everyone means well, but choosing to follow your creativity is off the beaten path. Finding your people will be paramount to not only growing as an artist, but also in taking the next steps in growing your business. Luckily, with social media, it’s easier now than ever to find likeminded folks. Don’t be afraid to reach out and introduce yourself to other creatives you admire. Many- if not all- of my creative connections were started over social media. Each person has been a lifeline for me and has bolstered my confidence in my art, my studio, and the life I am building.

Contact Info:

• Website: http://goodmudceramics.com
• Instagram: https://www.instagram.com/good.mud/
• Youtube: https://www.youtube.com/channel/UCtOSkV0j4vi13nteoGe7yFQ