We caught up with the brilliant and insightful Jazmin Jernigan a few weeks ago and have shared our conversation below.
Jazmin, thanks for joining us, excited to have you contributing your stories and insights. Can you walk us through some of the key steps that allowed you move beyond an idea and actually launch?
I started freelancing during my undergraduate studies at LSUS. I was working multiple jobs while also completing my fine arts coursework. I’d been asked to take photos for a family event, and also create the invitations. After that first project, I received more and more requests. Of the three jobs I worked, the first at a printshop, the second at a tattoo shop, and the third as an admin for a small church; I used my time at the print shop to hone my design skills and learn the pre-press and post-press tricks of the trade. As the projects piled up, I decided to take the huge step of quitting a job to work full time on building a business. I designed a logo, built a website, and filed the paperwork to officially incorporate my business with the state. I opened a bank account and sought help through the local business incubators with how to set up my accounting software. Those first years were a scary but exhilarating. Every time I wanted to quit, I’d get a new order or connect with a new client. I realized that not only did I love creating things, but I thrived off my ability to help clients find solutions for their marketing problems. In the beginning I was responding to the immediate needs of clients—I didn’t have a strategy for growth or expansion. Solidifying a business plan and connecting with clients intentionally was the step that moved my business to the next level. I began networking and building relationships in my community—which lead to new opportunities. I intentionally put energy into creating a roadmap for how my business could scale.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
When I was a little girl, I told my mother that I wanted to be a doctor, an artist and a ballerina. I certainly wasn’t athletic enough to be a ballerina, but I’ve always loved art and science. I initially majored in Biology Pre-med with the hope of becoming a medical illustrator. After my first sculpture class with the legendary John Scott at Xavier University—I was hooked. I changed my major to art and transferred to LSU in Baton Rouge. I’d gone from chemistry labs to figure drawing, and I loved every minute of it. I enjoyed learning so much that I picked up a classes in Pychology and Sociology. I didn’t know it then, but exposure to all these different facets shaped my relationship with design and client interactions.
By 2005 I transferred to LSUS to complete my Bachelor’s degree in Fine Art and to be closer to family. I’d began freelancing when I came back to Shreveport, and I incorporated my business—Aesthetic Innovations—in 2008. After starting the business, I went back to get an Master’s in Business Administration. Initially I provided graphic design and photography services, then added website design to my service list. After graduating with my Master’s degree with a concentration in marketing, I realized that there was a notable difference in providing art as a freelancer versus providing consultations and campaigns as a creative firm. That was when I decided to transition to building a turn-key creative agency.
I’m most proud of the variety and of services and the diversity of clients that Aesthetic Innovations has served. We’ve created logos for small businesses, photographed mayors and celebrities, developed strategic plans for non profits, and built social media brands for startups. We’ve received awards from chambers and business development programs—and it has all been a constant process of growth and transition.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
One of the most impactful lessons that I had to learn was about networking and learning showing up. As a fledgling business I didn’t have a huge marketing budget, and projects weren’t going to land in my lap while I sat behind my computer screen. I’m an introvert by nature, but I knew that in order to grow my business I would have to learn how to step outside my comfort zone. My anxiety was through the roof at networking events, and I constantly struggled with imposter syndrome. I wondered if people in the room would judge me because of my age, race, or gender. I hated small talk. What could I contribute to the conversation? In 2014 I hired a business coach to help me work through what I felt was a plateau in my business growth. We made a plan to eat the elephant one bite at a time—while also breaking down those fears that I had wafting in the back of my mind. I had to completely unlearn what I believed about myself, and what I thought an artist/business owner looks like.
I committed to showing up to a set number of mixers, socials or networking events each month. Despite my clammy hands and knotted stomach, I set a goal of exchanging information with at least three individuals at each event. And after the event I would unpack how things went with my coach. I realized that how I saw myself was NOT necessarily how people saw or remembered me. Just like I could craft an identity for my clients, I could craft my own professional persona. I had to learn to give myself some grace, and to celebrate even my smallest wins.
Over the years, I earned a reputation for being upbeat, outgoing and personable. My business grew on word of mouth alone. And my confidence in my capabilities grew as well. Even in the moments where I felt I failed—I failed forward. I learned from the failure, was accountable for the outcome, showed myself a little grace, and made adjustments moving forward.
Can you tell us about a time you’ve had to pivot?
Motherhood and a Pandemic. Need I say more? In 2019 I gave birth to a beautiful baby girl right before we fell into a full blown pandemic. To add to that, I was a single mom—which I would never have imagined for myself. During my pregnancy, the bulk of my income came from event photography and design projects, but that slowed to a trickle in my last trimester. As COVID was devastating communities, events were being cancelled and businesses were shuttering their doors.
I took that time to lean into my photography practice. I coordinated Porch Portraits to help my neighbors and friends feel connected despite the isolation. (It didn’t hurt that I was paid in rolls of toilet paper when the stores were sold out!) As people settled into working remotely and began exploring entrepreneurship, I pivoted to offer consultations on marketing and business development. There were many nights that I rocked my newborn to sleep while editing photos or working on briefs.
Motherhood changed me at my core. Where my business had been my central focus for well over a decade, now there was this immediate shift to sustaining a tiny human’s life. I had to reassess where my priorities were, what I wanted my business to look like, and how I could nurture and acknowledge myself separate from being a mother. Most of my efforts previously centered my business and as the business grew, I had less time to devote to creating art for art’s sake. That led to some serious burnout! I had to prioritize my mental health, and find my way back to what inspired me as an artist. A month after giving birth to my daughter, I showcased my first solo art exhibition that highlighted my love of photography and design. Pulling that show off was one of the most challenging and empowering moments of my life.
As I pivoted in my business, I realized that I had to do the same in my personal life. I’ve had to concede that there are only so many hours in the day, and I don’t apologize anymore for dedicating some of that time to rest or watching my little one grow. I love my business and I’m grateful that I’ve been able to grow it over the years, but I’ve also come to see that carving out time to make art for myself has helped me to stay connected to the core of my identity. Pushing myself to explore different mediums and artistic processes has provided the fuel that kept my business afloat. Just like art is subjective, defining what success looks like is unique to each artist. It turned out that investing in my own art has been the real pivot that helped me build a better me.
Contact Info:
- Website: www.aistudios.info
- Instagram: @a.i.studios
- Facebook: AiStudiosllc
- Linkedin: https://www.linkedin.com/in/aistudios
- Twitter: @AiStudios