Alright – so today we’ve got the honor of introducing you to Chandler Williams Cartozzo. We think you’ll enjoy our conversation, we’ve shared it below.
Chandler Williams, appreciate you joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
I began my small business 16 years ago after taking a jewelry making class. I really enjoyed making jewelry – specifically wire wrapping – and I was giving it away to my family and friends as I made it. My friends loved it and encouraged me to start selling it.
I began first selling on Etsy and setting up booths at local craft fairs. At a craft show, I was approached by a woman who really liked my pieces and wanted to sell them in her store. One local brick and mortar store soon became 3 then 5 in my home state of Tennessee. Now my work can be purchased at 16 different stores in 5 different states across the country.
My pieces are unique and my wire wrapping is intricate. I use high quality gemstones and crystals and when I make pieces I also bring a focus to the meanings and healing properties of each stone. I see a lot of wire wrappers focusing on glass or working with stones but rarely do I see artists who run their businesses with a focus on how best to utilize the powers these stones already have when creating jewelry and accessories.
I’ve recently set myself apart from the crowd even more by making wire wrapped crystal crowns and other hair accessories. It’s taken me a while but I’ve finally found my niche as well as my target demographic. I think finding both has propelled my business father and I’ve been able to achieve more success.
I really love what I do. Turning my love of creating into a small business has been the most fulfilling and validating thing I’ve done for myself, and for my family. My small business had been established for nearly a decade when my husband and I decided to start a family. This passion of mine that I’ve turned into a livelihood gave me the freedom to be home with and to be present to raise our son while also providing a second income for our family. Our son was born right before my busy fall season and my husband took three and a half months of (unpaid) paternity leave. He assisted me at craft shows while one of us wore the baby and the three of us – myself, my husband and our son – were able to bond solidly as a trio while all being home together during the most important months of a child’s life. For that alone, I am truly thankful.
Chandler Williams, 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?
I create unique jewelry pieces using crystals and gemstones. Additionally I make keepsake pieces using breastmilk or ashes of a loved one. I wrap stones with wire using intricate patterns and designs. I design pieces using flourishes of wire spirals and detailed wire weaving. The majority of my pieces are one of a kind with a nod to nature and Mother Earth. From my tree of life pendants to my sunburst earrings, my love of the natural world shines through in my work.
We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.
I sell my work on Etsy and while some sellers express frustration with the platform, I have always had a great experience. Etsy is easy to use and for people like me who don’t have the time or desire to build their own platform, it allows me to easily input my items and list them for sale. The majority of my sales are in person at craft shows or through my brick and mortar stores; online sales for me are not the biggest part of my business. Etsy is the largest and most well known platform for handmade items and people go there first to shop small online. Having a platform that drives traffic for me like Etsy has been a very good way for my business to have a successful online presence.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
Since starting my business, the biggest lesson I’ve had to learn is how to say no. For a long time, I’ve been a people pleaser and always putting myself last or compromising what I want for others. Since selling my handmade jewelry, I’ve had to teach myself how to set boundaries and hold them. From customers at craft shows telling me “I won’t pay you [what your time and skill is worth] but I’ll give you [a lower amount than the item is priced] ok?” I’ve learned to firmly and unapologetically smile and say “No the price is [what the tag says] because it took me [xyz amount of hours] to make it thanks.” For the acquaintances who request a “friends and family discount” I’ve learned to say no and hold that line. People who try to haggle with me are not my target customers and people who think they are entitled to pay me less than what my pieces are worth simply because we went to high school together are not true friends deserving of a discount. I’ve grown a lot in my time spent as a small business owner. Knowing my worth and not compromising myself for others has been an important life lesson as well.
Contact Info:
- Website: http://www.chandlersdezigns.etsy.com/
- Instagram: http://www.instagram.com/chandler_dezigns_jewelry
- Facebook: http://www.facebook.com/chandlersdezigns
- Other: https://www.tiktok.com/t/ZTR6vq28A/
Image Credits
Chandler Williams Cartozzo