We’re excited to introduce you to the always interesting and insightful Amy Olszak. We hope you’ll enjoy our conversation with Amy below.
Amy, looking forward to hearing all of your stories today. Have you been able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen? Was it like that from day one? If not, what were some of the major steps and milestones and do you think you could have sped up the process somehow knowing what you know now?
I am now earning a full-time income from zoo&roo, but the journey to get here was long and filled with many lessons, failures, hiccups, and successes.
I started zoo&roo back in 2016, when both of my kids were in elementary school, and I found myself with more free time. I’ve always been creative, making handmade gifts for friends and family. I heard over and over again, “You should sell this!” or “I’d pay for something like this!” So, that’s exactly what I decided to do. At the time, I had a vinyl cutter and had discovered acrylic blanks, which I used to make earrings, keychains, and more. I also enjoyed making beaded bracelets, vinyl decals, jewelry dishes, and basically anything people asked me for! “Can you make this?” Sure!
I began attending pop-up events, renting tables and booths to sell my creations. But I quickly learned that these events weren’t for me. I had to make a lot of inventory upfront without knowing what would sell, and the events were often long, exhausting, and sometimes not very profitable. I began to question what I was doing and why I was so stressed but not making much money.
That’s when I found a local shop that sold items from local artists on commission. This was the first turning point for zoo&roo. Being in a shop made it feel official, like I had a “real” business, and it gave me some much needed momentum. As my sales grew, I was able to upgrade my equipment and increase my profit margins. I bought a Glowforge, which allowed me to cut the acrylic blanks myself and make any shapes I desired. This sparked my creativity but also created a challenge—because I could make anything, I struggled to define my business identity. I had no focus, and I still just wanted to make all the things.
Within a few years, zoo&roo was in several local shops and making a decent income. I had raised my prices to what I now knew my time was worth, further increasing my profit margins. I invested more in my business, outgrowing my little workspace in the corner of our bonus room. We ended up finishing our attic to create my dream studio, and it’s my happy place. I upgraded my laser to a more professional model (an Aeon Mira 7 for anyone wondering), which allowed me to engrave stainless steel tumblers. The new laser was much faster than my old one—though it did weigh 450 pounds, and three very strong men had a hard time getting it up two flights of stairs to my studio!
Last year, I discovered a local class for entrepreneurs and decided to apply. I’m so glad I did. I was accepted into the program, and this became another huge turning point for zoo&roo. One of the first things I learned (which, to be honest, I already knew and just needed others to tell me) was that I didn’t have a clear target audience because I was spread too thin, trying to make too many different things. Niche-ing down and focusing on finding my ideal audience has been the best thing I could have done for my business.
Now, I’m officially licensed with Sarah J. Maas and create merchandise for romantasy readers—a niche I am truly passionate about. I know exactly who my audience is and what they’re looking for. I’ve started wholesaling to bookstores and am now in over a dozen across the country. I finally feel like I’m settling into my path. It took time, but it feels right. Could I have sped up the process knowing what I now know? Sure, but all those little steps and lessons have shaped my business into what it is today. There are no shortcuts in life, but the journey is always worth it in the end.
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.
As I previously stated, I’ve been designing, creating and making for 9 years officially under zoo&roo, but really I’ve been doing it for my entire life, just not always for profit! I am also a voracious reader. I love books, especially fantasy books. I listen to audio books a lot while I work.
And honestly, today’s world stresses me out with all the politics, drama and violence. I’m like an ostrich who wants to just stick its head in the sand and ignore the noise. So I dive into books. I love how my mind conjures up the images the author describes and creates a whole new world for me to live in. Last year while I was re-reading A Court of Thorns and Roses by Romantasy queen Sarah J. Maas (for the fourth time I think), I started doodling. And it’s like a light bulb ignited. Could I combine my two passions? Art and books? So I looked into what it would take to get officially licensed to sell designs inspired by Maas’ books. The process wasn’t that hard, it just took a little while for me to build a portfolio of my original bookish designs. A few months later, I had a contract signed with her publishing house, I started making and selling the products, and I pay her royalties quarterly.
That was the one big thing my business was previously missing: passion for what I was creating. If you’ve read and loved these books, you understand. We the readers are insanely passionate for these characters and the world they live in. We love them. We want more of them. So by designing products with quotes from the books, I help the readers (and myself) stay in these magical worlds we never want to leave.
Just today, I was in a coffee shop and someone gasped “oh, I love your earrings!” I thanked them and said that they’re Abraxos (the beloved flower-sniffing wyvern from Throne of Glass) and that I made them. We were like giddy school children as we gushed over one of our favorite books and she showed me her Abraxos tattoo! As I walked out with a smile, I thought to myself “THIS. This is why I do what I do.”
I currently have two officially licensed collections: A Court of Thorns and Roses and Throne of Glass, both by Sarah J. Maas. I am working on a Crescent City collection to round out the Maasverse, but I also have big plans to get licensing from other authors, as well as creating some more generic bookish designs.
One thing I want my customers to understand is that I am a one-woman-operation. I handle everything—from design and production to packing orders, managing the website, marketing, social media, and bookkeeping. It’s a lot of work, but I take great pride in what I do, and no joke, we small businesses really do a little happy dance when someone places an order! I just love knowing a little piece of my heart and soul is going out into the world.
What’s the most rewarding aspect of being a creative in your experience?
Oh, it’s definitely seeing my products out in the wild! I remember the first time I spotted one of my stickers on someone’s car. I pretty much freaked out, thinking, “Hey! I made that!!!” It was such a surreal moment. Since then, I’ve had the joy of seeing people wearing earrings I designed or carrying tumblers I engraved. It’s incredible to know that something I created is being appreciated and cherished by others.
There truly is no greater honor than seeing my work out there because it’s not just a product—it’s a piece of me. Each design tells a story, and when people connect with that, it’s such a rewarding feeling. It’s a reminder that I’m not just creating for myself, but I’m creating something that resonates with others, that brings them a little joy, a little magic. To know that my art is making someone’s day a bit brighter, or that it’s part of their life in a meaningful way, is truly priceless.
What can society do to ensure an environment that’s helpful to artists and creatives?
First and foremost, valuing the importance of creativity in everyday life is key. Art isn’t just for galleries. It should be seen as a crucial part of culture, community, and even business. When society recognizes the value of creative work as more than just a luxury or hobby, it shifts the conversation and paves the way for broader support.
I believe society can best support artists and creatives by truly embracing the value of thoughtful, handmade work and avoiding the temptation to turn to quick-fix solutions, like those mass-produced items from platforms like Amazon. Sure, it’s easy to grab something from a big retailer, but it’s often lacking in that personal touch, the careful design, and the unique quality that comes with supporting a creator. When we invest in something handmade or artistically crafted, we’re not just buying a product; we’re supporting a story, a journey, and an artist who pours their heart into their work.
Beyond that, we need more programs like the Launch program I had the privilege of completing. It was completely free thanks to grants and donations from local businesses who want to see small businesses thrive. Local programs like this provide real growth opportunities for small businesses without the financial strain, and they are essential to fostering a thriving creative community. I would love to see more initiatives like this across the country to give every creative the tools they need to succeed in business.
The digital age has opened so many doors for creatives. Social media platforms, in particular, help artists showcase and sell their work, reaching millions of potential customers. I encourage you to not only follow your favorite artists and creatives but also to engage with them—like, comment, and share their posts with others in your community. It’s a small action that can have a big impact on helping them grow.
Lastly, we must acknowledge that every artist’s journey is unique, and therefore society must also foster a culture of respect and inclusivity. It’s not just about selling art; it’s about supporting diverse voices, diverse mediums, and diverse backgrounds. When all artists feel seen, heard, and celebrated, it creates an ecosystem that thrives in creativity, connection, and community.
Contact Info:
- Website: https://www.zooandroo.com
- Instagram: https://instagram.com/amy.olszak
- Facebook: https://facebook.com/zooandroo
- Linkedin: https://www.linkedin.com/in/amy-olszak
- Other: Wholesale on Faire: www.faire.com/direct/zooroo
