We recently connected with Elle Kenwood and have shared our conversation below.

Elle, thanks for taking the time to share your stories with us today We’d love to go back in time and hear the story of how you came up with the name of your brand?

Della Terra Goods & Design, the name of my company was inspired by two things in particular. Della Terra, meaning “of the earth” in Italian, first touches on both my love and inspiration of nature throughout most of my work and my passion for creating projects with sustainable practices trying to offer pieces with the planet in mind in an otherwise more wasteful industry than not. And secondly my mother’s Italian roots, as my mom is the person who is responsible for my love of detail, fine art, lost techniques, textiles, paper, etc. Many of my skills wouldn’t have been possible without her as my mom.

Elle, 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?

Hello, my name is Elle Kenwood. I am the founder and creative force behind Della Terra Goods & Design, which I launched during the pandemic when my acting career was put on hold. Previously, I worked as a waitress, lacking creative fulfillment. When the opportunity arose, I seized it, turning a fascination and attempted technique into a lucrative business for financial stability.

Initially focusing solely on stationery, my perspective broadened when I designed wedding invitations for my brother-in-law’s wedding. This sparked the realization that stationery could be more than words on paper; it could be a true work of art, personalized for each couple. Thus, I acquired my first letterpress machine, starting with a tabletop press. Building a portfolio, I expanded my machinery and tools to bring my designs to life for couples.

Wedding invitations need not be mundane or traditional; they can reflect the relationship or the wedding itself, serving as a collaborative piece of art. My aim is to translate couples’ visions into their stationery.

I now offer full custom services primarily for wedding stationery and signage, utilizing various techniques and machinery, including letterpress, foil press, embossments, hand calligraphy, custom die-cut shapes and more. Despite the significant investment, the satisfaction lies in having found a client base that values the meticulous attention to detail in every invitation.

Operating solely from my one-bedroom apartment in NYC, I’ve encountered the challenge of managing everything alone (minus the endless moral support of my business pawtner and doggo, Sage). However, my hope is to expand the business in the future, hiring assistance for tasks such as social media management and email correspondence. Ultimately, I aspire to open a studio space to separate work from living quarters and to create on a larger scale.

I’ve poured my heart and soul into this business, and my dedication to detail is evident in every piece. I want my clients to know that supporting my small business means receiving a one-of-a-kind product crafted with care and joy, not mass-produced. Their stationery is a testament to their story, hand-pressed with techniques predating digital printing.

In essence, I see myself as the translator of my clients’ visions onto paper.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

A lesson I had to unlearn is undervaluing my time and expertise. Initially, I struggled with imposter syndrome, charging just slightly above material costs. However, I soon realized this wasn’t sustainable. I’m not just charging for materials; I’m also valuing my knowledge and creativity.

Designing can be time-consuming, with hours dedicated to each project. Mastering various techniques took months of trial and error to achieve a professional standard. As a creative, it’s challenging to assign a monetary value to something I love doing. Yet, I’ve learned to recognize the worth of my skills and the effort invested, allowing myself to charge what is fair for not only my clients, but me as well.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

Though not directly tied to the previous question, a pivotal moment in my marketing journey was my first successful styled shoot, followed by an open house event, all taking place at The Bordone, a stunning city venue located in Long Island City. While I primarily market online through paid vendor platforms and social media, these channels lack the immediacy of seeing people discover my work firsthand.

Participating in my inaugural styled shoot, orchestrated by the exceptional wedding planning team at Arch Events, and featuring a talented group of vendors, allowed me to form immediate connections and significantly expand my network. In just one day, I made more contacts than I had in my entire year and a half of business. This experience not only bolstered my confidence but also provided tangible evidence of my capabilities, leading to inquiries from clients who valued recommendations from trusted vendors.

Moreover, the shoot provided venues with a firsthand view of my work, resulting in invitations to join their preferred vendor lists, a significant milestone for me. Collaborating with planners and venues not only ensures recurring business but also fosters mutual support, creating a symbiotic relationship within the industry.

For me, this was the “I made it” moment, marking a significant turning point in my business journey.

Contact Info:

• Website: https://www.dellaterragoods.com
• Instagram: @dellaterragoods

Image Credits

The picture of the butterfly escort cards was taken by @weddingsbyq and the rest were taken by me