We caught up with the brilliant and insightful Carrie Story a few weeks ago and have shared our conversation below.

Hi Carrie, thanks for joining us today. Can you talk to us about a risk you’ve taken – walk us through the story?

When I look back at the biggest risk I’ve taken in my business, it was launching Project X—our revolutionary line of metal clay products manufactured right here in the United States.

At the time, the metal clay industry was at a crossroads. Despite its incredible creative potential, the medium was still largely unknown to the broader art and jewelry world. The major brands were all manufactured in Japan by large corporations, yet the biggest customer base was right here in the U.S. That disconnect didn’t sit well with me. Artists deserved access to materials that reflected their needs—and their values.

But creating a new product line from scratch was a massive undertaking. I was facing financial strain, stiff competition, and more than a little doubt from within the industry. People questioned whether the world really needed another clay—or whether I could pull it off at all. But I believed that if we could develop a better, more versatile material—and manufacture it domestically—we could bring metal clay to a wider audience and truly empower artists.

So I went all in.

We took the risk of building something independent, bold, and innovative—without the backing of a corporation, and without compromising on quality. That meant investing heavily in research, working through countless formulation trials, and betting on a vision bigger than just one product. We weren’t just launching a clay—we were laying the groundwork to liberate creativity for a whole new generation of makers.

The journey hasn’t been easy. It was scary, especially knowing what was on the line. But it’s also been deeply rewarding. Project X has helped expand the reach of metal clay, giving artists a reliable, high-performance product made with their needs in mind. We’re not done yet—but every time I see a new artist pick up Project X and create something powerful, I know we’re getting closer.

Looking back, that risk was the turning point—not just for my company, but for what I hope will become a much broader movement in the art materials world: one that values accessibility, innovation, and homegrown quality.

Carrie, 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’ve spent the last two decades turning passion into purpose by helping artists unlock their creativity through metal clay. I’m the founder of Clay Revolution, a company born from the belief that innovation, accessibility, and artistic integrity can—and should—coexist. My background started in corporate operations, but it was the call of creativity that led me to leave that world and dedicate myself fully to jewelry arts.

What began as a part-time artistic pursuit eventually became a full-time mission to revolutionize how we work with metal. In 2015, I launched Clay Revolution to offer premium tools, education, and—eventually—our own line of clay products to the artist community. In 2023, after years of research, testing, and a deep understanding of what makers truly need, we launched Project X—a line of metal clays manufactured in the USA and designed with performance, accessibility, and artistic freedom in mind.

Our products are more than just materials. They’re a platform for creative expression. We support artists—from hobbyists to professionals—with the tools, instruction, and community they need to bring their visions to life. Whether it’s through high-quality clay, expert instruction, or immersive events like the Tucson Gem Show or Metal Clay Artists Symposium, my goal is to liberate creativity and empower others to push boundaries in their own work.

What sets us apart? We don’t cut corners. We’re proudly independent. And we’re artist-led. While many materials in our space are developed by corporations overseas, we formulate and manufacture our clays here in North Carolina—something that allows us to control quality, respond to artist feedback, and build a sustainable supply chain that puts our community first.

I’m proud of a lot—winning awards, writing for national publications, teaching internationally—but what I’m most proud of is seeing artists use our products to create work that’s meaningful to them. That’s what drives everything we do.

If there’s one thing I want potential clients and followers to know, it’s this: Clay Revolution isn’t just a supply company. We’re a movement. We’re here to support bold makers, encourage creative risk, and ensure the future of metal clay is bright, accessible, and artist-owned.

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

One of the most exciting developments for us recently has been the expansion into large-scale retail. By placing our products on the shelves of a major national craft chain, we’re reaching a completely new audience—people who may have never heard of metal clay before but are now discovering it while browsing their local store.

This kind of exposure has been a game changer. It introduces metal clay to the mainstream crafting market in a way that’s never happened before. We’re not just serving seasoned jewelry artists anymore—we’re now inspiring hobbyists, beginners, and creative minds who are just starting to explore this medium. That’s incredibly powerful.

What makes this especially meaningful is that we’ve always believed metal clay should be accessible without losing quality. This expansion has allowed us to maintain our premium standards while also reaching a broader audience—and we’re seeing an enthusiastic response from people who are excited to try something new.

Of course, education plays a big role too. We pair our retail presence with classes, videos, and community support so that these new customers don’t just buy a product—they feel confident using it. In that way, our biggest source of new clients isn’t just where they find us—it’s the experience they have once they do.

We’d love to hear about how you keep in touch with clients.

At Clay Revolution, fostering brand loyalty is at the heart of everything we do. It’s not just about selling products; it’s about building lasting relationships with our community of makers. We keep in touch with our clients in several meaningful ways, ensuring they not only feel supported but also inspired to continue growing as artists.

One of the primary ways we maintain those connections is through education. Our clients aren’t just buying clay; they’re gaining access to a wealth of resources designed to help them improve their craft. Whether it’s through our monthly classes at Clay Revolution, our instructional videos, or our live events at places like the Metal Clay Artists Symposium, we provide a platform for learning and development. That educational connection keeps clients coming back—not just for new products, but for the tools to elevate their artistry.

Additionally, we’ve built a strong online community through social media and our newsletter. By sharing inspiring projects, user-generated content, and behind-the-scenes looks at how we create our products, we keep our clients engaged and excited. Our community is part of the creative journey, and we celebrate their achievements just as much as our own.

Lastly, customer service plays a huge role. We’re a small, artist-driven company, and we take pride in offering personalized service. We want our customers to feel heard and supported every step of the way, whether they need technical advice, product recommendations, or just want to share their latest creation.

Ultimately, it’s about being more than just a brand—it’s about being a partner in their creative journey. By consistently offering quality products, valuable education, and a space for artistic expression, we ensure that our customers feel connected to Clay Revolution and remain loyal to our mission.

Contact Info:

• Website: https://www.clayrevolution.com
• Instagram: https://www.instagram.com/clayrevolution/
• Facebook: https://www.facebook.com/clayrevolution
• Youtube: https://www.youtube.com/@clayrevolution5738