We caught up with the brilliant and insightful Lana James a few weeks ago and have shared our conversation below.
Alright, Lana thanks for taking the time to share your stories and insights with us today. What do you think it takes to be successful?
Success can come in different ways. For me success is reaching goals I set for myself and my company. Each year I try and work as hard as possible to meet goals I set. Its important to me to reach them so I keep going. When I started my company, I didn’t think I would be where I am now. I started with a shop on Etsy, hoping someone will allow me to make something custom for their kid’s birthday. Rather it be a custom chip bag or custom skittles, any sale I would have taken and been grateful. I worked hard, learned lessons and now I work with huge brands and that we all know and love and get to make custom items for them in their PR boxes and events.
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’m wife and mother of 5. I am an Army brat, who grew up mostly in Virginia. I now currently live in the Los Angeles area with my family. We have been here for 8 years now. I always wanted to throw parties. I would do “the most” in the early 2000’s for my kids and nieces and nephews birthdays. That’s what sparked my start. But I wasn’t sure how to get into the industry here in LA as I didn’t know very many people here. So, I looked for ways I could still be in the event industry and make some cash. I opened my Etsy shop and started off with just a few items that I could customize for people. I taught myself photoshop watching YouTube University (LOL) and worked on my skills. I added more and more items to what I could do and built up my brand. I ended up working with an influencer who I never knew before this. Making her some Skittles and didn’t think anything of it. Then BOOM, things picked up from there. I eventually got seen by some marketing firms who works with brands and now I am one of their go-to vendors and have had the opportunity to work for so many brands, movie premieres, branding events, celebrities and more. Running a business is one of the hardest things I’ve ever done. But when I look back and all the cool and exciting things I have done I’m so very proud of myself for not giving up. Who knew making some custom chip bags would get me to the place of making things for all types of people and getting me in rooms I never thought I’d be in.
What’s been the most effective strategy for growing your clientele?
For me I make sure I have the upmost customer service for everyone I speak to. By me doing that, my business spreads word of mouth a lot. I have worked with people who have gone to work for new companies and have brought me along with them and now I am working with a new team because I have build that relationship with people , they want to work with me every where they go! My advice is to be kind, stand on business for your brand, and know basic customer service. I see a lot of people who want to be business owners but they don’t have a lot of customer service skill. To me thats the meat and potatoes to every successful company!
Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?
I started off on Etsy which was so amazing and helpful to me. They help you get seen by customers who may not see you when you are just starting out. I still sell on Etsy but I have my own website now as well. Etsy is a great starting point but I would not have that as my only option. They have a lot of fees and honestly could close your store at any time. I’ve seen it happen to a lot of people. So you should always have your own site. As for Amazon, I do have a shop there for customers and other business owners to shop what I use to do what I do!
Contact Info:
- Website: https://www.thelananicole.com
- Instagram: https://www.instagram.com/lananicoleevents
- Facebook: https://www.facebook.com/lananicoleevents
- Youtube: https://www.youtube.com/@thelananicole11
