We recently connected with Andrea Willems and have shared our conversation below.

Andrea, appreciate you joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

During the summer of 2022 I couldn’t stop daydreaming of playing with concrete. I had done so many things, been a painter, a waitress, a weaver, a former restauranteur, a cook, even a farmer; but in all I had learned and experienced I had never worked directly with mixing & making concrete. I had never gained any experience with concrete as a medium. For whatever reason I was fixated on learning the process. So, one day, I was scrolling through the various silicone molds appropriate for concrete casting (wasn’t the first time) and just went for it. I bought four, of various sizes. As they took their time to get to my doorstep I researched, asked contractor friends, and took notes from anything I thought might help in the making process. I learned about the ratios, the difference between concrete and cement, and all the various types, the curing process, the dyeing techniques. I played, experimented and amassed such a collection of planters and trays that I had no space for them and needed an outlet to get them into people’s hands. Somehow I came to know a handful of market organizers, local vendors and the community of makers and artisan that were just outside my doorstep.
It has been a year since my first market and I love every moment of it, not just the being your own boss part, but the making, the connecting with patrons, the friends made. It has been so rewarding, not to say that it hasn’t had its tough breaks- paying the bills on concrete alone is a tall order, but trying and being flexible to opportunities has been such a gift.

Andrea, 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 have been an artist my entire life, since before I could write my name I was drawing. I even went to art school in Chicago to hone my skills, but life had some other plans for me. I kept painting and drawing as I lived life in various states, leaving my home town of San Antonio just to return some twenty-one years later- I suppose some part of me knew I would return to my hometown where much of my family still lives. While traveling around the US I learned some valuable life skills, how to start and run a food business proved to be such a great resource. Some experiences give you more than blueprints of HOW to do it, they give you the confidence that tell you that you CAN. I am a maker, forever crafting something in my spare time. I love to create treasures for people to take home, whether that’s a piece of art or a piece of concrete. I use the same ethos when making my concrete decor, make it beautiful and make it with love. The true beauty of concrete is in its imperfections and that’s probably why I continue to use it- I see this same aspect in me, my friends, my family; what makes me love each of them is what sets them apart from one another, their uncanny uniqueness and it’s what I want to highlight in the concrete I pour. I dye it in the beginning stages and I have little control over how it settles or tiny air bubbles that feel they need to remain. It can’t help but to be imperfectly perfect and I love that.

Can you talk to us about how your funded your business?

I started Dye Hard Stay Soft with savings I had stockpiled from my previous food business. The overhead for concrete is low, but it takes time and that’s not always cheap. The curing process for concrete is two to three weeks and that’s pushing it. While I have learned some tricks over this last year I attribute much of my success with patience. The previous food business was started up from a Kickstarter, crowd sourced, and community based. I have used similar platforms for fundraising and recommend these avenues for others looking to start their own business.

Can you tell us about a time you’ve had to pivot?

I can’t think of a bigger pivoting moment than Covid, it was hard for so many people, for so many reasons. I was managing a Catering Kitchen in California, cooking fancy platters and meals for destination weddings and tech startup lunches. Then, overnight I was out of a job and soon found myself back in my hometown starting all over again. A return to my childhood dream of being an Artist and selling paintings for the beginning of the Pandemic was amazing, but as sales declined I knew I had to pivot into a more marketable good than abstract landscape paintings. I still make and sell paintings, but now I’ve diversified.

Contact Info:

• Website: andreabwillems.com
• Instagram: @DyeHardStaySoft
• Facebook: @andreabwillems
• Youtube: @Andreabwillems

Image Credits
(first pic of me out at market) Last Chance Markets