We caught up with the brilliant and insightful Dana Ford a few weeks ago and have shared our conversation below.
Hi Dana, thanks for joining us today. Looking back, do you think you started your business at the right time? Do you wish you had started sooner or later
The Salty Cat Co has had many interations over the years, starting mainly as a handmade jewelry business on Etsy. That was just before I became a first time mom and time and energy were abundant. But life happens and as I focused on raising my daughter, my handmade business fell to the wayside. As my daughter grew older, and my professional career was established, I found myself thinking about my next steps and goals. And what kept coming up for me was the idea to transition from traditional employment to owning my own business. So in January 2024, I resurrected The Salty Cat Co with the idea to create and sell at vendor markets. I reflected on what I could make that would sell, how I could use tools and skills I already had, and where I could sell. I jumped in with both feet and haven’t looked back since.
Reflecting on where I am today after a successful first year in back in business, I do wish I had somehow managed to keep The Salty Cat Co going. But I had a new baby, a career as a project manager that had just begun, and I got divorced in the span of a few years, so realistically, it would have been very difficult. I made the right decision to focus on my child, my wellbeing, and my career so I could get to where I am today.
Now, looking at my daughter (who will go off to college next year) and my career (from which I hope to retire soon), I see that the timing couldn’t have been more perfect. I’m right where I need to be, with the right experience under my belt, to build The Salty Cat Co bigger and better than I ever could before.
Dana, 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?
The Salty Cat Co is in the business of creating joy! I offer fun t-shirts & crewnecks, Bedazzle kits, enamel pins, custom glass cups, custom tote bags, and custom photo magnets. The Bedazzle kits are very popular, containing everything you need (rhinestones, pickup tool, wax, and glue) to bedazzle your very own resin Balloon Dog figure. People love the t-shirt and crewneck designs – punny, dogs, cats, cute, sweet, trendy – there’s a little something for everyone. Custom photo magnets are always a big hit and the perfect gift for the hard-to-shop-for person in your life!
My products are great for gifts, parties, girls night out or just because. They’re designed to delight, be fun, and make you smile.
What do you think helped you build your reputation within your market?
Building a reputation isn’t easy, but these are the things I’ve done to build mine:
1. One of the best things you can do is to use a brand identifier. I designed a simple logo using a free tool, picked my brand color, and have been consistent in using that throughout my business. When I’m at a market, all of pricing signs use my brand color, my pay station is in my brand color as is my table banner and my social media signs. I only use 2-3 colors so my presentation is clean and crisp. Online, I’ve taken the same approach. Thesaltycatco.com uses my primary brand color and logo, enhanced by 2 other colors to keep things clean. Building a brand gives people something to attach to, and leads to the next step of getting them to attach positive attributes to it!
2. When I do in-person events, I greet customers, whether that’s to say hello or simply a smile, but something to acknowledge them and welcome them into the space. Greetings don’t have to be overwhelming or even super-engaging. Just let your customer know you are there and they are welcome to browse or ask questions.
3. I stand by my products. Recently, a customer purchased a glass cup and had an issue. She contacted me and I replaced the cup at no additional cost to her, because I stand by my brand and what I make. When people think of The Salty Cat Co or me, I want them to think “high quality” and “great customer service”.
4. I do the same events frequently. This shows that I am a trust-worthy vendor, who will be there when you need me, and that you’ll be able to find me.
After a year of in-person events, I now have repeat customers and customers who say, “Oh, I saw you at [event]!”.
Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.
Many years ago, I received a heat press from my parents as a Christmas gift. I had no idea how to use it but jumped in figured it out specific to whatever project I was working on at the time.
Fast-foward to restarting my business, the easiest and least expensive way to get going was to use tools I already owned, like that heat press. I had made a few shirts for myself and others but wasn’t an expert by any means. I knew if I wanted to offer apparel for sale at markets, I needed to get a lot better. So I went to YouTube and started watching videos on how to make shirts. It sounds so simple but there is a real technique to it!
From those videos, I bought the right tools to help me get the images centered on the shirts, I learned what brands of shirts work best, and other tricks of the trade. Now I can make shirts quickly, once I have the designs selected and the supplies in hand.
As a result, I’m ready to take it to the next level and start making shirts on-demand, at the markets!
The biggest lesson here is to educate yourself first. YouTube is great for that – there are lots of makers out there who will share their tips and tricks. Then practice, practice, practice. You will have to invest in materials and be ok with wasting some, but in the end, it will be worth it to perfect your process. The end result will be a product you’re proud to offer!
Contact Info:
- Website: https://www.thesaltycatco.com
- Instagram: https://www.instagram.com/thesaltycatco
- Facebook: https://www.facebook.com/saltycatco
- Youtube: https://www.youtube.com/thesaltycatco
- Other: https://www.tiktok.com/@thesaltycatco
Image Credits
Headshot by Nancy Jo Photography, Wake Forest, NC