Alright – so today we’ve got the honor of introducing you to Candice Rockwell. We think you’ll enjoy our conversation, we’ve shared it below.

Candice, thanks for joining us, excited to have you contributing your stories and insights. Can you tell us a story about a time you failed?

Upon starting my business, Salt & Merna in 2022, I excitedly made the leap out of the online world and into markets and fine art festivals. With my ceramic training being predominantly focused on hand-built sculptures, I was particularly excited about a fine art and sculpture festival that I had applied to in November of 2023. I had the highest of hopes and before I even received the acceptance email, I had already begun feverishly working to get as many sculptures and large vases done as I could.

It was a three-day festival and my husband and I were under the impression that we should dress a little nicer to this event. I still laugh and shake my head when I think about showing up in “comfortable heels” and my husband in his nicest dress shoes to an all-day event while every other vendor looked casual and comfortable. We corrected course on day two of the festival and by day three of limited sales and feeling pretty embarrassed, my spirits were lower than ever. Not only did we barely make our booth fee, but I didn’t sell one sculpture that I had made in preparation for this event. And to add insult to injury, the vendor consensus was that the public walked around as if the artist’s lining the pavements weren’t even there. I drove home that night feeling like a failure and ready to quit ceramics and Salt & Merna altogether. It took me a few days to bounce back mentally and to stop feeling sorry for myself, but I eventually found my way back into the studio and working toward the next event.

After a year of saying “yes” to as many opportunities as I could handle, I have experienced consistent success in my festival and online sales, I have made amazing connections with other local vendors and artists, and my work can even be found in a store in bougie Scottsdale!
I’ve learned that when you keep showing up and saying “yes”, it can only propel you forward because consistency truly does compound. If I had quit after that show, I would never have seen the success and growth that I have this year, and it would definitely not feel as rewarding. I’ve learned that failure doesn’t have to be the end, and, as my husband/intern-of-the-year reminds me, “You can’t fail if you don’t quit”.

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.

My name is Candice Rockwell and I am a full-time ceramic artist working out of my home studio in Glendale, Arizona. Prior to moving to Arizona, I received my BFA with a concentration in Ceramics from Florida Atlantic University, where I also worked part time as the ceramic studio manager. From there I received an artist in residency position from Saratoga Clay Arts Center in upstate New York where I refined my craft for three years. Since then, I have made Salt & Merna my full time job and have found what I truly enjoy making, unique, one of a kind flower vases. After asking myself what I truly enjoyed using in my own everyday life, I realized I love flowers and I found interest in creating sculptural flower vases. The vases I’m most proud of at the moment, and also happen to be my best sellers, are my saguaro cactus vases. You can find them on my online shop, at my many festivals throughout the valley, and at the Merchantile of Scottsdale where I sell my work on consignment.

What’s worked well for you in terms of a source for new clients?

When I first started Salt & Merna I was strictly selling online and found that it only took me three or four online sales to realize I had tapped my market. I needed to expand my client base and get my work in front of different people. Once I started consistently doing local markets and art festivals I started to see a significant change in my online engagement and sales. Engaging with my customers in person has become my absolute favorite but I am finding that there needs to be a balance between online engagement and personal interaction. In our day and age, it can’t be just one or the other but everyone has to find the balance that works for them.

We’d love to hear the story of how you built up your social media audience?

I was ready to quit social media all together. I had been stuck at around 600 followers for the longest time despite my best posting efforts. I was discouraged and frustrated but decided to post one more time. That reel received 500K views and boosted my following by 1300. I sat in awe and extreme gratitude as all the notifications flooded in over those next couple of days. I’m so thankful I didn’t quit.
Building your audience on social media can be overwhelming and super discouraging, this coming from someone who used to lose as many as 10 follower with every new post.
However, I can proudly say that I’ve earned every one of my followers that I do have. I am so thankful and humbled when I get a new one but it did take time and consistency. No, I don’t post everyday because I would lose my mind having to create content at that rate. But I’ve redefined what consistency looks like for me and my business’ online presence. I’ve stopped focusing on numbers and started looking at social media as just another tool to get my work out there.

Contact Info:

• Website: https://saltandmerna.com
• Instagram: @saltandmerna
• Facebook: @saltandmerna

Image Credits

Candice Rockwell, Nate Rockwell