We recently connected with DaraJoy Jaworowicz and have shared our conversation below.

Hi DaraJoy, thanks for joining us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

The story of how I got into the indie polish making world is an unexpected one, although it’s something I wish had come to me much earlier than it did. It all began with a love of indie polish and a good friend who encouraged me to follow my artistic passions.

I was first introduced to the indie polish community by my very good friend Sarah. Since I was a child, painting my nails was something I enjoyed but I never had the best luck with the major brands I encountered. They’d chip, peel, and flake in less than 24 hours and as a result, I rarely put much effort into it. Spending a few hours on my nails only to have them “ruined” before anyone saw them defeated the purpose. Then one year for Christmas, Sarah gave me some bottles of indie nail polish. They were brands I’d never heard of before in colours and finishes I didn’t even know existed. They lasted longer, smelled better, and many were even vegan. Within a very short time I was hooked. I probably spent more than I should have on indie polish brands, but it was so nice to be able to do my nails again.

Now anyone who knows me is aware of my creative side. I have been writing, drawing, acting, and performing music most of my life. It’s been one of the most important outlets in my life, and since I’ve joined the mighty mass of the workforce, creativity became more of a memory than an outlet. I had expressed my frustrations about this to Sarah and she said to me “you know, you could make polish.”

I was shocked. Really? Anyone could just make polish? Well, in theory I knew that to be true, but I had a full time job. A family. Could I even afford to invest what was needed to do it? All those thoughts made me reticent to move forward, but there was also that creative drive just waiting to be expressed. Sarah was right of course. I could do it. Maybe just for me, and even that might be enough.

So I started to research and look into product. It’s not necessarily an easy step to take because many polish makers are very protective of their ingredients, and rightly so. It’s a competitive business and anything that helps you keep your edge will allow the business to stay relevant. In time I had purchased all kinds of products, glitters, pigments, bottles, and the next step was to just figure it out. I started mixing small batches of colours I wanted to see and testing them out on myself as well as friends and colleagues. I’m so grateful to the friends who offered their feedback during this time as it really helped me figure out what worked, what people liked, and what formulas were the best for me.

Then came publicity. In the indie polish community this comes through swatchers and bloggers. There are lots of resources to connect swatchers and brands to one another through social media, and I was lucky enough to find some wonderfully talented nail artists who would showcase my work. Two of these swatchers still work with my brand today and in many ways have been fundamental to my brand success.

When time came to finally launch, I was so nervous I almost backed out. What if nothing sold? I had spent a good deal on products, a website, graphic design software for my branding, and the packages to my swatchers. Should I cut my losses?

Thankfully I didn’t. The growth was slow at first, but then as I started connecting with other brands and participating in polish collaborations, my brand started to grow. People liked it. Some even told me it was their favourite polish. Who would have ever expected that little old me would own a business? I sure didn’t, and I have Sarah’s suggestion as well as the support of her and many others that have helped bring me where I am today.

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

The indie polish community is very competitive. For those of you that are unfamiliar, I suggest you check out Polish Pickup. This monthly collaboration features dozens of indie makers using fan-voted themes for their polish inspiration. Some brands loom large and those maker’s worked hard to get to where they are now, many of them investing 10+ years into the field. Though I would love to be one of them in years to come, I think that each brand no matter how small has something unique to offer.

Though I can’t tell you what sets my brand apart from others best, I can say what I hope does. For one thing, I am s proud Michigan resident and I try to incorporate my great state into as many of my products as I can. Even in themes inspired by films or television, I do my best to bring Michigan in. I also try to make what some call ugly-pretty polishes. The polishes I tend to love the most end up being some odd combinations of colour. If nothing else, I hope that people find my creations unique.

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

I have several social media presences for my brand, and the best way I connect with my clients is through my private Facebook group for brand fans – Virgo Moon’s Polish Coven. In this group I let fans vote on new polish collections they would like to see, share special promotions and discounts, and just generally connect with them, hear their stories, see their product photos and enjoy what creative things they produce. I have seen fluid art, stamping, and colour combinations I never would have considered and I just love it.

Where do you think you get most of your clients from?

The best source of new clients for me has been participating in monthly she bimonthly nail polish collaborations with other brands. These are also some of my favourite ways to work creatively as the themes are chosen ahead of time and sometimes you have only two months between learning what the theme will be and the polish going on sale. These collaborations keep me thinking creatively and because of the popularity of these collaborations, I get much more exposure through them. Most people probably won’t find my brand if they google indie polishes, but if they actively check out some of the collaborations they are bound to encounter my products again and again.

Contact Info:

• Website: Http://virgomoonnails.com
• Instagram: https://instagram.com/NailsByVirgoMoon
• Facebook: https://www.facebook.com/virgomoonvernis

Image Credits
Noeli Sanchez, Deidre Peterson, Jackie Bodick, Cindy Medina, Michell Rogers