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

Cleo, thanks for joining us, excited to have you contributing your stories and insights. So, naming is such a challenge. How did you come up with the name of your brand?

My frequently asked question is always about my shop name, and given the nature of the name– it’s justified! Typewriter and Moss is a mouthful, and the two items don’t necessarily go together.

When I first began my business, I wanted a name that was sentimental and meaningful to me and my art journey. I grew up collecting antiques with my grandma, and even sourced a few typewriters myself! I thoroughly enjoyed the aesthetic of typewriters, as well as the notion that each one had a beautiful history. The “Moss” aspect of my business name derived from a love of nature and well, of course, moss.

Over time, as I’ve grown in my business and opened a brick and mortar shop, the “typewriter” in my business name means so much more to me now. As I’ve gained knowledge and built strong connections with other local artists and makers in my community, I’ve appreciated each individual artist’s story, as I do for my love of typewriters.

The “moss” in my business name now pays a homage to my primary focus on selling and promoting locally handmade items. As handmade items are not mass produced, manufactured, and only made in small batches, the items are created in a more sustainable and eco-friendly manner.

Truthfully, I didn’t realize the impact of my business name when I originally created it. Over the years, the name “Typewriter and Moss” has aligned with my values as well as the historic charm of my shop location in Auburn, California, and I’m grateful that guests can see and feel my vision every time they step foot inside.

Cleo, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I call myself a serial entrepreneur, but first, an artist.

In 2019, I began making earrings with polymer clay while completing my senior year of college. I sold my earrings online, in local shops, salons, and markets. Within these experiences, I connected with so many makers, artists, and small business owners that inspired me.

When the pandemic hit in 2020, I was temporarily laid off from my job, and I felt that I had lost my purpose. Upon self reflection, I realized I wanted to explore the avenue of focusing on my business. At the time, I embraced a “if the world ends tomorrow” mentality, and decided to open my own shop where I could sell my own art as well as the friends and connections I created during my small business journey.

Later in 2021, I wanted to develop more connections outside of my shop. I created my second business, “The Exchange Auburn,” with the intention of organizing artisan markets for the Auburn-local community where artists and makers could create their own mini “shops” to highlight their beautiful offerings.

In 2022, I published my short poetry book “Exist With Me,” that shares an insight to my personal life and the journey of self love. To this day, it still equally scares and amazes me that guests enjoy reading my work and have witnessed this raw, vulnerable side to me. “Exist With Me” may be the work that I am the most proud of, and I can only dream of publishing more of my work and showcase it in the shop.

Today, the Typewriter and Moss shop offers a curation of locally made goods as well as intimate workshops where guests can create their own beautiful work through paint and sip nights, cookie decorating, resin jewelry, and more! It is truly a hub of all things creative. On a daily basis, whether in my shop, workshops, or markets, I am able to share and communicate the beautiful talents and artistry that is created in the Auburn-local area.

Can you tell us the story behind how you met your business partner?

As a fairly new business owner in 2020, I quickly became friends with Christine Ubbink, my shop neighbor from Zhush Modern. I admired Christine’s dedication to the Old Town Auburn district, as well as her strengths in cheering on fellow shop owners. Christine is also an advocate of local artists and makers, as she features some in her shop.

When I began my second business, “The Exchange Auburn,” I faced the reality that I could not organize markets and operate a shop entirely on my own, and sought Christine for support as I felt she aligned with my goals. In June of 2021, we partnered together to create more memorable, meaningful markets with our Auburn-local community.

Today, we offer the Sunday Markets on Commercial Street in Old Town Auburn, where local artisans and the community can gather, connect, and shop on the 4th Sundays of each month. We have also been grateful for our opportunities to grow within our community, and have partnered with local wineries to create sip and shop markets.

How do you keep in touch with clients and foster brand loyalty?

I believe the world needs more authentic, honest, and vulnerable connections, and I embody this online and in person.

I foster connections and keep in touch with guests by engaging with each individual on social media within our messages and within the “content” I am creating. Simply put, I am myself online. I create reels with silly dance moves, write in my own voice, and let that double chin shine because that’s who I am! I have found that when I share photos or videos with myself, my fiancé, or my dog, my audience engages with me more online. It is those personal touches that have truly made my small businesses feel like a friend to my audience, and not like a brand or big box store.

I’ve also gained loyalty and community by practicing what I preach. I am passionate about the Auburn-local community, and often share online when I am visiting a neighboring shop, restaurant, cidery, winery, or brewery. I have also introduced myself to other small business owners at their establishments or mixers, and these opportunities have allowed me to share my work as well as authentically create friendships or partnerships.

Contact Info:

• Website: www.typewriterandmoss.com
• Instagram: https://www.instagram.com/typewriterandmoss/
• Facebook: https://www.facebook.com/typewriterandmoss/
• Linkedin: https://www.linkedin.com/in/cleo-sanchez
• Yelp: https://www.yelp.com/biz/typewriter-moss-auburn