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

Hi Jessica, thanks for joining us today. What do you think it takes to be successful?

In the contemporary business environment, success is viewed from multiple perspectives. To me, achieving success in my business means creating meticulously crafted products that appeal to customers across diverse age groups. I regularly participate in craft fairs and markets to showcase my comprehensive collections of keychains, purse charms, zipper pulls, bookmarks, and wine charms. With several years of experience in this industry, I have come to realize that the crafting business can be extremely stressful. Initially, I felt intimidated by other vendors and would take slow sales personally. I would question the quality of my products, but I was able to overcome these obstacles and rebrand my product line. My initial focus was on handmade cards, shadow boxes, and paintings, but now my charm product collections dominate my business, alongside my handmade cards. I occasionally create shadow boxes and paintings.

An essential aspect of success is understanding that it is not solely dependent on consistent sales. Although that would be desirable, engaging in meaningful interactions with potential customers is equally important. These interactions often lead to referrals, resulting in subsequent orders.

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.

My childhood passion for crafting was ignited through art classes that fostered my creativity and imagination. I showed a strong interest in sketching, painting, and designing distinctive masterpieces using ordinary objects. In 2016, I began creating handmade cards, driven by a desire for self-expression and the pleasure of sharing my artistic talents with others. The appreciation and admiration I received encouraged me to diversify my offerings. My charm collections originated when I incorporated charms into my cards. Initially, the collection comprised keychains and bookmarks, which proved to be remarkably popular. This success prompted me to rebrand my business, introducing wine charms, purse charms, ID badges, and handmade cards, including mini cards, to appeal to a broader audience. I frequently have customers visit my booth and request specific designs, and I assure them that, with the necessary tools and accessories, I can make their vision a reality. One notable instance was when a lady asked me to convert a bookmark into a rearview mirror charm, and I confidently accepted the challenge. She was thrilled with the final product and even recommended my booth to several passersby as she left.

I take immense pride in offering diverse products to both existing and new customers, continually seeking ways to enhance and differentiate them from other vendors. My passion for this business is fueled by the unwavering support of my husband, Eufronio “Jay-ar” Cruzado, who is always willing to lend a hand with events and provides a discerning eye for quality control.

What do you think helped you build your reputation within your market?

As a handmade designer, I have built a reputation for providing high-quality products and excellent customer service, as reflected in customer feedback and referrals. To maintain this standard, I regularly inspect all products every couple of months to guarantee their condition remains optimal. The frequent shows can cause damage from sun exposure, prompting me to carefully examine and maintain chains and charms, protecting them from heat and condensation-related tarnishing. A well-managed product line and effective communication with my customers have contributed significantly to the growth of my handmade business.

Let’s talk about resilience next – do you have a story you can share with us?

As previously noted, the crafting business can be extremely stressful. Participating in numerous events incurs substantial costs, and revenue often barely covers expenditures. Occasionally, I have considered abandoning the venture, discouraged by the perception that my products lack quality. Nevertheless, my husband’s observations encouraged me to reassess my products, and with the additions I made, such as incorporating charms into my handmade cards, I expanded my charm collection into other products, including keychains, bookmarks, and zipper pulls, which have emerged as my top-selling items. Subsequently, I have added bookmarks, wine charms, and ID badge reels. Although it may seem easy to give up, with determination, resiliency, and my husband’s perspective, I successfully revamped my business, and now I derive even greater enjoyment from it.

It is easy to feel defeated when doing a show that is not your proper audience. Recognizing the setback and instead, make connections with other vendors and just mingle with passerby. Networking is also a form of success.

Contact Info:

• Instagram: https://www.instagram.com/handmade.by.jescruzado?igsh=NTc4MTIwNjQ2YQ%3D%3D&utm_source=qr
• Facebook: https://www.facebook.com/withlovebyjescruzado?mibextid=wwXIfr&mibextid=wwXIfr