We were lucky to catch up with Erica Passic recently and have shared our conversation below.

Erica, looking forward to hearing all of your stories today. We’d love to hear how you think where to draw the line in terms of asking friends and family to support your business – what’s okay and what’s over the line?

As much as some of us hate to ask for help, you must when starting a business. When I started my crafting business in 2010, I had reached out to all my friends, and family with daughters to help me out. I offered them deals and promos in exchange for their support. You have to incentivize them to get involved. I would ask them to share pictures and tag my business. That way this increased my visibility and reach a wider audience, especially on social media platforms where word-of-mouth
recommendations can be very powerful. Always express gratitude to them for their support and keep them engaged by sharing updates and milestones of your business journey, Understand that there are also boundaries and not everyone can help in the same way. Appreciate any level of support they can offer. Sharing on social media, referring others to your business, or encouraging feedback are all different levels of support.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I began my journey into the crafts industry back in 2010, shortly after welcoming my daughter into the world. Initially, it was simply about creating bows for her, a hobby that quickly turned into a passion. I found myself immersed in the world of crafting, and it brought me immense joy. It was a friend, Amy, a pin-up model, who first invited me to vend at one of her car club’s shows. Little did I know that this opportunity would open doors to a whole new world of resources and inspiration. The culture surrounding the events, with its dark gothic rockabilly vibes, deeply resonated with me, and I found myself drawn to creating ‘creepy cute’ designs. From making bows for my daughter, I expanded into crafting earrings for the pin-up enthusiasts and their daughters. Soon, I found myself participating in roller derby events, car shows, and rockabilly gatherings, each experience fueling my passion and connecting me with amazing people and fellow artists.
Amidst my journey in the crafts industry, there came a small but significant change of pace. I unexpectedly found myself transitioning into the realm of influencing and collaborating with various companies. It was during this time that I discovered a newfound passion for home decor, blending my signature spooky vibes into a unique niche. This journey has been one of constant evolution and discovery, from crafting bows for my daughter to exploring the realms of home decor and beyond. Each step has been fueled by my passion for creativity and a desire to share my unique vision with the world. Throughout this journey, I’ve learned the importance of staying focused, embracing burnout as part of the process, and continually pushing forward. There’s always room for growth, and I’ve found that investing time wisely and taking decisive action is key to success.
Over the past decade, I’ve had the privilege to travel, showcase my work at incredible shows, and continuously evolve my craft. Recently, in 2024, I decided to embark on a rebranding journey, expanding my offerings to include stickers, buttons, pins, and now, an array of new products like t-shirts, bags, totes, makeup bags, and notebooks.
My advice to anyone pursuing their passion is simple: Just do it! Take each step as it comes, keep pushing forward, and never forget to celebrate the journey. It’s been an incredible ride, and I’m excited to see where the next chapter takes me.

What’s been the most effective strategy for growing your clientele?

My most effective strategy for growing my client base has been quite simple yet profoundly rewarding, I design products that speak to me personally. I create items that I would wear, that I would want to see in the world. In essence, I am my own muse. By designing for myself, I’ve found a natural resonance with people who share similar tastes and preferences. I’ve discovered that when I create from a place of authenticity and passion, others are drawn to it as well.
For me, the process of creating is not just about making products; it’s about infusing each piece with a part of myself, my style, and my personality. And it’s incredibly fulfilling to see others around me fall in love with what I’ve created.
Ultimately, I’ve learned that when you design from the heart, when you design for yourself and women like you, authenticity shines through, and clients naturally gravitate toward your brand. It’s a joyous journey of self-expression, creativity, and shared connection, and I wouldn’t have it any other way.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I believe that the foundation of my reputation within my market has been built on authenticity and integrity. From the very beginning, I’ve made it a priority to stay true to myself and my vision, never compromising my values or pretending to be something I’m not. In an industry where it’s sometimes tempting to ‘fake it till you make it,’ I’ve always believed that true success comes from being genuine and honest. Clients appreciate authenticity, and they can sense when someone is being sincere.
Furthermore, I’ve worked hard to create a support system within my community. Whether it’s through collaborations, partnerships, or simply engaging with my audience, I’ve made it a point to foster meaningful connections and relationships. This not only strengthens my brand but also helps me stay grounded and connected to the people who support me.
When it comes to collaborations, I approach them with the mindset of staying true to myself and my brand. I believe that the best collaborations are ones that allow me to express my unique voice and style while also respecting the vision of my partners.
Ultimately, building a reputation within my market has been about more than just selling products. It’s been about building trust, authenticity, and a sense of community. And I’m grateful for every opportunity I’ve had to connect with others and share my passion with the world.”

Contact Info:

• Website: www.whatadawl.com
• Instagram: @whatadawl
• Twitter: @whatadawl
• Youtube: @whatadawl
• Other: HeyDawlCo.etsy.com