We were lucky to catch up with Anela Caldwell recently and have shared our conversation below.

Anela, thanks for joining us, excited to have you contributing your stories and insights. What do you think matters most in terms of achieving success?

I’m a stay at home mom to my two little boys and also a business owner. 80% of my time working on my business is in the evening when my kids are asleep. The other 20% I sneak in on the weekend or with an occasional babysitter. I’m a mom first, and a small business owner second. Which means it takes some serious dedication and grit to successfully run a business. Sometimes it’s hard to not want to throw my pjs on and just watch a movie at 8pm, but instead I’m throwing my overalls on and heading out to the antler workshop to fill orders. It takes dedication, grit and passion to successfully run a small business. You have to wholeheartedly believe in your products. You have to put in those late nights and work hard.

I have people ask me all the time “Anela how do you do it all- how do you play with your kids, make home-cooked meals and run a successful business?” and the answer is I don’t do it all- everyday, but rather each day I do a couple of those things. Some days it’s more playing outside with the kids, some days it’s inside meal prepping and stocking up our freezer with fresh sourdough, other days it’s taking a nature walk with the kids & toting around my camera for product photography along the trail. It’s local jewelry deliveries with two kiddos, the dog and 57 snacks. Each day looks a little different around here and you have to be flexible. I have to prioritize tasks, and often get my kids involved in what I’m doing and they love to help! I love showing them what Mama does for work, and getting them involved as much as they can. I want to teach them that owning your own business is challenging but also rewarding.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Hello, I’m Anela and I make Antler Jewelry and Accessories inspired by love for the Outdoors. Our family finds the antler sheds in the Idaho Mountains, then they are carefully cut, sanded, drilled and created in Unique Antler Jewelry.

When my husband and I started dating we used to go on “dates” which usually consisted of hiking more miles than I bargained for looking for antler sheds. Every year deer, elk and moose naturally shed their antlers and then they regrow them again in the spring. Looking for those sheds is like an adult version of a treasure hunt- and after finding a few sheds I was immediately hooked. Our antler shed collection began to grow, and while we used them for decor around the house I began wondering what else could I make with them? So I played around with cutting them up and made a beaded antler keychain (that I still have on my keys to this day). Next I made a few necklaces for myself. My friends and family started asking me to make them for them. Then I started an etsy account in 2016 just for fun. In 2020 I opened my own website and started doing a few vendor events a year. My business and creativity continued to blossom over the years and I have since expanded my jewelry line to include men’s bolo ties as well as other antler accessories. I now sell wholesale/consignment to coffee shops, boutiques and other various stores across the Pacific Northwest.

Now-adays it’s a family affair looking for antler sheds, we take the kiddos with us and they love joining in on the adventure. We don’t make it as many miles as we used to but it’s so special to make those memories together as a family. Last year my 4 year old found his first matching shed set. He loves to show people his antler set everytime someone comes over and he makes sure to mention that “mom isn’t allowed to cut these ones up.”

I love hiking, rafting, skiing, dirt biking, hunting, gardening….basically anything outdoors you can count me in! I love creating jewelry designs that are inspired by my love for the outdoors. My jewelry is inspired by wild places- the flowing rivers, mountains, vibrant wildflowers, backcountry forests and beautiful landscapes of Idaho. I love creating jewelry that’s one-of-a-kind. I love creating jewelry for women who are just as unique- who are passionate, and a little bit wild! I love inspiring others to get outside and adventure, bonus if you’re rocking your AxA jewelry while you’re out there!

We’d love to hear the story of how you built up your social media audience?

I would say the main thing when building your socials is to focus on quality followers versus the quantity of followers. To do this focus on being authentic. Share the highs and the lows in your business. People want to get to know the real you. Be the bold, silly, awkward, intelligent, beautiful little weirdo that you are! If people feel they can trust you as a person they are more likely to trust your business.

How do you keep in touch with clients and foster brand loyalty?

Social media (especially instagram) is how I keep in touch with my clients! However, I do collect emails because you never know when you might get locked out of your account (it’s happened to me before)!
I also use email Marketing anytime I’m having a big sale or event!

Every Friday on my page I do “what’s Good Friday” where my clients share their win for the week. This could be anything small from folding those 7 piles of laundry to something big like Graduating College! I share these wins on my stories and try to foster a positive environment. We all have struggles in life- but how can we see through the struggles and focus on the good that happened?!

I love connecting with my customers on what adventures they are going on and often give them location suggestions if they need a good spot to hike or where’s the best local beach! I love sharing my passion for the outdoors with others and encouraging them to go out and explore! While my business is “antler jewelry” its also so much more than that! It’s a chance for people to connect over their experiences in the outdoors! I think it all comes back to that authenticity- by being honest and being yourself you will attract the right customers who will continue to come back!
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Contact Info:

• Website: https://antlersbyanela.com
• Instagram: https://www.instagram.com/antlersbyanela/
• Facebook: https://www.facebook.com/antlersbyanela/

Image Credits

Anela Caldwell, Posey Photo Co, Kyran Perez Photography, Kim Karu Photography