We were lucky to catch up with Gina Lawrence recently and have shared our conversation below.

Alright, Gina thanks for taking the time to share your stories and insights with us today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

In my industry, profitability is a challenge because many small business owners are trying to grow their businesses. Equipment costs have become more reasonable, and machines like a Cricut, laser engravers, and sublimation printers are more easily attainable for almost anyone. For example, the market gets oversaturated with certain items, like door hangers or tumblers. I know I am constantly brainstorming ideas for items I do not see everywhere, so I have something unique. The shadowboxes I make are more unique. I do not find them at craft festivals and do not see a lot of them when I go into maker market-type places. As a small business owner, you have to find your niche in order to be more profitable.

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?

In 2020, when the world shut down, I was working fewer hours and felt I needed to find a way to supplement our income. I had bought a Cricut Maker to make things for a dollhouse we were refurbishing. I started to watch videos and learn all the things it can do. As I started making things, I would post on social media to show friends and family. They started asking if I was selling my items. I started selling to my friends and their friends. Word of mouth has helped.

My favorite item to make are my shadowboxes. I try to combine fun background prints with a quote or saying on the front. I try to find little items that fit the theme to add to the shadowbox. I’ve done memorial ones, holiday ones, and just fun ones. My teacher shadowbox is my best seller with it’s colorful pencil background and saying, “The influence of a good teacher can never be erased.” I fill it with erasers and it is just a fun and vibrant addition to the classroom. They are perfect for that unique gift for someone special.

Another item I have recently started offering are sublimated slates. I can take almost any picture and transfer it to the slate to created a personalized keepsake. It’s great to memorialize a loved one or as a special gift for a wedding or new baby.

Probably the biggest thing that sets me apart is that I love when someone comes to me and asks if I can make something for them. They will give me an idea, and I will do my best to make it how they want it. It’s a way to push myself to learn something new, while giving someone that personalized item that is unique to them.

We’d love to hear the story of how you built up your social media audience?

I have built my audience from family and friends. Word of mouth or someone sharing what they bought from you on social media is the best advertising. Pictures of items as I make them attracts a lot of interest, as does having your audience share your posts to get the word out there. I am still learning how to use social media to build my business, so it is a work in progress.

How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.

I have an Etsy shop where I sell most of my items. Etsy is well-known and has a large following, so I feel like I get a lot more traffic. I am still learning how to word my listings to gain more visits to my shop as well as more sales. Etsy is fairly easy to learn to make listings and they do offer advice on how to create your listings. They send out newsletters each season to help you freshen up your listings for the holidays and seasons.

My only con with Etsy is that I feel like they have quite a bit of fees which really eats into profits. Sometimes, it is hard to break even when a lot is taken out in fees.

Contact Info:

• Website: Etsy.com/shop/CreationsbyGinaM
• Facebook: https://www.facebook.com/CreationsbyGinaMarie/