We were lucky to catch up with Ariana C. Smith, Esq. recently and have shared our conversation below.

Alright, Ariana C. thanks for taking the time to share your stories and insights with us today. Alright, let’s jump into one of the most exciting parts of starting a new firm – how did you get your first client who was not a friend or family?

I created my law firm, The A.C. Smith Law Firm, PLLC on May 26, 2021 and got my first client within the first two weeks. I had spent the prior three months setting up the firm and putting systems into place. I took professional photographs, created my website, drafted my list of legal fees according to practice, drafted my retainer agreement, created social media pages, secured virtual space, created my email address, set up payment methods, drafted information forms for clients and set up my booking calendar. When I launched, I received an overwhelming amount of support from my friends and family who happily shared my social media posts and spread the word. A week came and went and I did not have any clients. I was so nervous during my consultations because what if they asked me a question to which I did not have the answer? What if they did not feel connected to me in any way? Will they engage my services after the consultation? I had to learn to quiet the questions and focus on the client and their needs.

During week two, one of my consultations said they wanted to move forward. I sent the retainer agreement for signature and the invoice. They paid the invoice! I had secured my first client and I couldn’t be happier! It was an LLC formation service. I was sure to thoroughly explain everything and provided her with all the formation documents she would need to move forward. After the service was completed, she even left me a five star review on Google. What a win! A year later, this same client returned to me for trademark registration services and I successfully registered two trademarks for her business. This experience taught me that providing quality service will win every time.

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.

I graduated law school in 2012 without a job. I spent 6-7 months applying to different positions to no avail. In February of 2013 I met a partner of a boutique law firm who offered me a position with his firm in Mineola, New York. It was a tight knit family kind of practice and I was getting lots of practical experience in criminal defense along with some civil cases. I was sent to court on my own within about two weeks of starting. It was terrifying but incredibly satisfying once I knew that I could handle it. After about a year I left the firm and I launched my own practice because I believed that I could earn more money on my own. I did not think that I was being paid in proportion to my worth and contributions. I designed my business cards, found office space and stepped out on my own. I found myself taking DWI cases, drafting wills, sending out settlement demand letters while working part time at an immigration practice. I enjoyed working for myself and it was incredibly eye opening to see that I was able to draw clients and successfully handle cases on my own.

Three years later, I met a Judge in the Bronx that told me about opportunities with the Office of the Bronx District Attorney. I applied and received the job as an Assistant District Attorney. I handled the prosecution of felony and misdemeanor cases including robbery, burglary, grand larceny, DWI and assault. I was able to amass a great deal of experience. I presented countless cases to the grand jury, developed successful trial strategies and tried several cases to verdict.

Another three years later, I accepted a position at a medical malpractice law firm on Wall Street. It was March 2020. I was in the office for about a week before we were all sent home due to the pandemic. While working from home, I reviewed medical records, drafted reports and prepared for depositions only to realize that the position was nothing like described in the interview and I hated it. Six months later I was done and unemployed during the pandemic. I decided I was going to use this time to really sit with my thoughts and make my next career move more intentional than the last. I started searching for jobs but nothing seemed to fit, so I started exploring the idea of relaunching my practice.

Another six months later I created The A.C. Smith Law Firm, PLLC that specializes in trademark registration. This was a huge pivot for me because prior to this, I was always a litigator. This area of law was completely different from any area that I practiced in the past. I took a trademark course and was 100% sold. Brand protection is a key component to business growth and sustainability yet is often the most overlooked part of the business building process. I designed A.C. Smith Law to work with entrepreneurs to help protect their business from different angles. Trademark the business name, logo or slogan to protect the brand. Register copyrights to protect content. Form an LLC to protect personal assets. Use contracts to set terms. These services collectively create a solid legal foundation to continue building the business.

Having run my own practice once before, I am familiar with the uncertainties and doubt associated with launching a business on your own. It requires you to step out on faith and truly believe in yourself and the skills or services that you intend to offer and it is not an easy road.

Being a solo practitioner can be extremely challenging and demanding. I am the receptionist, legal assistant, marketing team and attorney. I am responsible for EVERYTHING and if I don’t do it, it doesn’t get done. If I am not engaging clients or doing any outreach, money is not coming in. It can be exhausting but incredibly rewarding because I love being a part of my client’s entrepreneurial journey and knowing that I am helping them start their journey on a solid legal foundation. I am still in the building and scaling process but I am excited to see how the practice will grow over the next couple of years. Stay tuned!

[ I received my Juris Doctor degree from Howard University School of Law where I also studied International Business Transactions, Alternative Dispute Resolution, and Constitutional Law at the University of the Western Cape in Cape Town, South Africa. I received her Bachelor’s degree from Temple University. I am licensed to practice law in New York and New Jersey. ]

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

Since I had practiced criminal law prior to launching The A.C. Smith Law Firm, PLCC, I had to be very intentional with how I presented myself in connection to this practice so I made everything about trademarks. I wanted to brand myself as a trademark attorney. I updated my LinkedIn profile and any other attorney websites on which I had a profile. I created informational videos and posts for social media and drafted blog posts on my website about trademarks, their misconceptions and the benefits. This informational content about trademarks allowed me to present myself as an authority in the field.

In addition to rebranding myself as a trademark attorney, I pride myself on providing quality, professional, transparent service. I want my clients to feel comfortable asking me any and all questions about their legal service. To date, every client that has posted a Google review awarded me five stars. These reviews truly mean the world to me because not only are they a reminder to continue to provide outstanding service, but the reviews also allow potential clients to see the kind of service they can expect when engaging A.C. Smith Law for their legal needs.

Any advice for growing your clientele? What’s been most effective for you?

The two most effective strategies for growing my clientele has been attending networking events and hosting webinars. Attending networking events allows me to engage with potential clients and spread the word about my legal practice. Hosting webinars allows me to provide information about trademarks and create a level of trust as an authority in the field with potential clients. Overall, the most effective strategy is making connections.

Contact Info:

• Website: www.acsmithlaw.com
• Instagram: www.instagram.com/acsmithlaw
• Facebook: www.facebook.com/acsmithlaw
• Linkedin: www.linkedin.com/in/ariana-c-smith-esq-0ba96111/