We were lucky to catch up with Lo Cornell recently and have shared our conversation below.
Lo, appreciate you joining us today. When did you first know you wanted to pursue a creative/artistic path professionally?
This story starts in a little corner of my childhood basement, fabric scraps everywhere, imagination running wild, and the birth of what would become a lifetime of creative entrepreneurship.
El Façions was the first brand I ever created. It was a play on words, faire is the french word meaning “to make” and my childhood mind thought that anything French was inherently more luxurious, so I added the ç so it would be pronounced like “fashions” but with a french twist. The fact that El originated from Spanish, and not French, seemed to have escaped my 8 year old mind…
This was a clothing brand, complete with a hand sewn collection of garments, a gown, and some bags. Now, we must remember this was the work of a child with no formal training, so while these pieces were not runway ready, they were crafted with love, imagination, and a little grit.
The piece I was most proud of was a long red dress with a slit in the side of the leg. I sewed a white inlay in the dress so the white would peek out when you walked. It was perfect in my mind. In reality, it probably needed a lining and some better hemming, but it was the most complicated thing I had created thus far, and I made it all without a pattern.
It was then I realized I needed a brand, marketing materials, an event to show off my new collection. I went to my computer and designed some simple business cards that my dad helped me print out on special perforated paper. Once they were all separated, I felt they needed some extra oomph so I added holographic stickers on all of them, as any 8 year old would. (Fun fact- my dad still has one in his office to this day.)
Now that I had my brand established, I designed a catalog using a rudimentary design program from one of the computer games I used to play. This was the 90’s, and I was not quite yet equipped for full scale design in photoshop. I printed out a few copies to hand out at my “event”.
Once all of my marketing materials were assembled, I held a fashion show. I was the host and the model, and my parents and brother were a very supportive audience. I showed my collection and beamed with pride at what I had created. This was the beginning of my entrepreneurial journey.
Some years later, I came up with the name Think Unique, which I knew I wanted to be my brand but I wasn’t quite sure what it was meant to be yet. I was now 14, and had never let go of the idea that I would create something like this for myself. I began spray painting tshirts, designing more wearable art, and continuing on my path. I was heavily involved in art, taking classes and lessons, spending all my free time creating, showing my work in the school art shows and always keeping this hope in the back of my mind.
It wasn’t until I got to college, when I started to create jewelry, that everything clicked. I was making jewelry with raw crystals and clay, exploring textures and spiritual connections, and I began to sell them at music festivals. I would walk around with my little handmade display board and hustle my work all over the campgrounds, excited to connect with others and share what I had poured my heart and soul into. It was then that I remembered the name, Think Unique, and decided to bring it back to life as a jewelry business.
I created an Etsy shop, a website, took photos of my work, and started to share my work on social media. My friends flocked to my creations and supported me from day one. I was making custom creations for them, then their friends and family, and eventually strangers found their way to my work and some became friends themselves. This was the beginning of the Think Unique you see today.
It has been an evolution of learning, of creating, experimenting, of giving up and trying again. I’ve rebranded 3 times over the 10 years of being “officially” in business, and with each rebrand comes a wave of invigoration about my work and the way it is perceived by this world. I’m very proud of the brand you see today. I have been blessed to hire other creatives to bring my vision to life, to help me grow and expand, and to cheer me on as I continue to bring my childhood dream to life. It has been the most beautiful blessing in my life and one that has connected me with so many exceptional souls in this world. I would love to go back and tell little Lo that she made it happen, that the worlds she was creating would soon grow outside of her wildest dreams and take her to places she never expected. I would tell her how proud of her I am that she stayed true to herself, and followed her dreams of becoming an artist. You did it, kid.
Lo, 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?
I’ve always been an artist and entrepreneur, as you now know, but the piece of my brand that sets me apart is the intention behind my business. Around the time when I was starting to create jewelry, I was desperately searching for solace and comfort from the trauma I was going through in my personal life. I was in my second abusive relationship, my parents got divorced, my Bubbie (my grandmother whom I was extremely close to) had passed away, and I was using drugs and alcohol to cope with the neverending anxiety and depression I felt. I needed a way out.
I began to explore healing methods such as meditation, aromatherapy, yoga, and spiritual exploration. This is where my two worlds collided. When I began working with gems and other holistic healing materials, I realized I could not only make things for people that helped them look good, but that made them feel good as well. Creating objects to help with mental health, spiritual wellness, and self care became my life’s passion.
What started with a small collection of diffuser jewelry, has now blossomed into a full scale wellness boutique. The need for my offerings has outgrown my ability to produce them, and I have been fortunate to be able to offer other artists and makers works as a part of my collection. I currently offer my handmade jewelry and aromatherapy tools, accompanied by a curated selection of self care candles made to float in the tub for a soothing sensory experience, thoughtfully written literature to help expand and heal your mind on your journey to happiness, consciously curated yoga accessories to encourage self care, and small reminders that mental health matters. On top of all of this, I donate 10% of my profits to charities like The Trevor Project, and The American Foundation for Suidice Prevention, to support those doing the hard work and providing resources to those who need it most.
The most rewarding part of this experience thus far has been the stories that I hear from my clients. How the necklace I created gives them hope each day as they wear it over their heart, how the book they found from me got them through their divorce, how the stones they adopted breathe new energy into their home, how the candles have changed the way they experience self care, and have become a favorite of their family. Each of these notes, texts, DMs, emails, reviews, has a huge impact on me. It is a small reminder that the girl that was so desperately looking to find hope herself has now had the privilege to give hope to others. That we are not alone in this journey. That there is a beauty in sharing your story and being vulnerable, even if it seems like the most difficult thing in the world.
What can society do to ensure an environment that’s helpful to artists and creatives?
I love this question because there is SO MUCH one can do to support the creative & small business community. The biggest thing that society can do to support us is to talk about us! Tell your friend about the cool new brand you found at that pop-up event, share a story on your social media about the artist you met at that gallery, tag us in your photos, leave a review for others to read, share our stories, suggest us for an event, introduce us to your friends, share photos, talk and then talk some more! In this age of never ending content and media it can sometimes feel like we are shouting into the void- fighting algorithms, balancing the never ending workload of running a business and showing up online, but the more help we can get, the better our odds are. People may not understand the depth and impact something like writing a review or passing along a business card can do for us, but this is how we grow, and we are always grateful when you speak our names in rooms we aren’t in yet.
Aside from this, of course, if you are able to buy our creations, please do. I guarantee you will experience more joy from an artisan made painting in your house than that mass produced art you found on Amazon. I guarantee you that a smile will sneak up when you remember the conversation you had while purchasing those handmade earrings from a local artist. I guarantee you that the creator of that spice blend you got at the farmers market is beaming that their creation is a part of your family dinner. These moments are what make us human. The experiences, conversations, exchanges, lessons, and memories we share with our creative community are a blessing and one that is not to be taken for granted.
Additionally, when we support local artisans and makers we pour back into our communities. Those handmade gifts you bought for your family? They funded a dance class for the maker’s daughter to attend nearby. That painting you found for your home? It put food on a family’s table in your community this week. Each and every dollar we choose to spend with small businesses has an impact and it makes a difference. 68 cents of every dollar spent with small businesses, on average, stays within the community. This helps fund our schools, our parks, our community spaces, our joy, and our connection to one another. It is a beautiful thing.
Are there any books, videos or other content that you feel have meaningfully impacted your thinking?
Certainly. The first one that comes to mind is the book Big Magic by Elizabeth Gilbert. This book was transformative for me in many ways. It opened my eyes to the fluidity of creativity, and the magic it allows us to experience in our lifetimes. I’ve reread it a few times and each time it lights up something new in my soul.
Another book would be The Artists Way by Julia Cameron. Many of you may be familiar with this one already, but for those of you that aren’t, it will change you. This is more of a creative recovery program than a novel, but it will teach you to slow down and build an intentional and loving relationship with your creativity. It took me a couple tries to make it through the whole thing, but once I did I was transformed.
The last book I would recommend is Creativity Inc. by Edwin Catmull & Amy Wallace. This book, on the surface, is the story of the creation of Pixar. But, when you dive in you realize the level of risk taking, perseverance, outside the box thinking, and willingness to leap into uncharted territories that it took for them to get there is one of the most inspirational journeys I have ever had the privilege of reading. It also shows the beauty and art of great and passionate leadership, which I think anyone can benefit from.
Contact Info:
- Website: https://shopthinkunique.com/
- Instagram: https://www.instagram.com/shopthinkunique
- Linkedin: https://www.linkedin.com/in/laurencornell1/
Image Credits
Marisa Glaser Photography