We caught up with the brilliant and insightful Lawdie Pahlavan a few weeks ago and have shared our conversation below.
Alright, Lawdie thanks for taking the time to share your stories and insights with us today. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?
I had never started my own business, but after a layoff and writers strike in my normal career field I had to get creative. I had always loved the idea of working in the food industry, even hosting dinners for friends was a lot of fun as a side project. My father is in fine catering and owned restaurants when I was growing up so it felt like a natural space to explore while I continued looking for work in film. As much as I enjoyed cooking I didn’t want it to be my job, so I experimented with snack products and realized very quickly my favorite food of all has always been, candy. And like everything edible I was particular about what kind of candy I ate. Everywhere I traveled I tried the local candies, often bringing empty duffle bags just to fill up on gummies and chocolates where ever I visited. So with a baseline knowledge of premium candies from around the world I knew it was something I could happily get into. Friends inspired me to call my shop, Lawdie’s and my boyfriend, Ryan, encouraged me to draw my logo. I started designing my bags with the help of friends and drew inspiration from movies with iconic food prop and production design scenes like WONKA, HOOK and TOYS to create the perfect signature look for my product. I taught myself Adobe illustrator, YouTubed “how to start a business” and took the first steps. I cold emailed candy manufacturers I had noted from my years of traveling through Europe. Even when things seemed hard like knocking on doors trying to get into retailers, I always reminded myself that if all else fails I’d just have a really really big candy drawer!
Lawdie, 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?
Having no experience starting my own business before and having always worked in film I’m proud that I took a chance with Lawdie’s Fancy Candy. Being an adult and trying something completely out of your comfort zone can be very disorienting and sometimes it takes encouragement from your friends and family to overcome these doubts. I sure heard a lot of positive reinforcement from my sister, who continues to help me with her ideas and faith. I’m proud of myself for starting something that is all my own, it was a little scary to put my creative choices out there, but it’s also been incredibly rewarding. Designing the bags, choosing the candies and drawing my logo has all been so incredible. I couldn’t even imagine I’d get into all these great specialty stores, a cinema and showcased at fun events— all of that is just the cherry on top!
How about pivoting – can you share the story of a time you’ve had to pivot?
I guess I didn’t pivot completely, but when I was laid off right before the writers strike I had a tough time finding a job. No one was hiring and things felt (and still do) tough in the film industry. I had to adapt by finding something else to focus on that was creative and rewarding. While I’ve found my way back into my beloved film career, I’m now learning to find balance with running a small business and making movies. I get so much out of both jobs, using different sides of my brain and skills. There are lessons I may learn in one field that can be applied in the other. I feel fortunate to have two fulfilling businesses that involve some of my favorite things in the world: movies and candy.
Any advice for growing your clientele? What’s been most effective for you?
Knocking on doors! All my retail store accounts come from walking into choice specialty spots and leaving samples and following up. It helps that the product is delicious and the packaging is eye catching, but nothing beats an in person interaction.
Contact Info:
- Website: https://lawdiescandy.com/
- Instagram: @lawdiescandy
Image Credits
All my photos