We caught up with the brilliant and insightful Michelle Liddell a few weeks ago and have shared our conversation below.
Michelle, thanks for joining us, excited to have you contributing your stories and insights. We’d love for you to start by sharing your thoughts about the pros and cons of family businesses.
I firmly believe in the advantages that family businesses offer. My perspective is rather unique, as I played a role in establishing the company alongside my father during my high school years, all the while harboring no intention of becoming its future owner. At that time, my aspiration was to become an elementary school teacher, which I did pursue. However, as life unfolded, I realized that entrepreneurship was a better fit for my life goals. Fast forward to the present, my husband and I are the proud owners of the business, relishing our roles as a husband and wife team steering American Trophies and Awards together.
One of the most prominent merits of family businesses lies in their deep-rooted core values. The unwavering commitment to these values fosters a profound dedication to the business. Additionally, I firmly believe that family businesses like ours uphold a strong work ethic and a profound sense of accountability, as our family name is on the line. The heightened commitment to the quality of our products and services naturally leads to meticulous quality control.
As my husband and I jointly own and operate the business, we have discovered a multitude of advantages, both on a personal and professional level. We share common values and long-term goals, which has resulted in a cohesive vision for our business. This shared vision has significantly simplified our decision-making processes and goal-setting. The bedrock of trust and open communication between us has proven to be an invaluable asset, ensuring that we are consistently on the same page. As both business partners and life partners, we have learned to adapt to the evolving demands of running a business. This adaptability allows us to effectively allocate responsibilities and tasks based on our individual strengths and the ever-changing needs of the business. The unique skill sets that we each bring to the table have enabled a harmonious division of labor, with each of us excelling in our respective areas, ultimately contributing to a well-rounded business.
At this point, we do not have children, but should we decide to start a family, I would wholeheartedly support their potential involvement in the family business. However, this would be a decision entirely of their own making, as I believe in offering them the freedom to pursue their own goals and dreams, just as I had the liberty to do so. It is this freedom that allowed me to return to the business when my father was ready to retire, making me realize that this was my true calling. I consider myself exceptionally fortunate to have the unwavering support of my husband as we embark on this entrepreneurial journey together.
Some of the pitfalls that come with a family business are, of course, the difficulties in turning off the business outside of work hours. I feel that this is something that most entrepreneurs struggle with, but it can be heightened when both spouses work together. Balancing work and family life can be extremely difficult, because the spheres often overlap. This can lead to burnout and strain on the personal relationships, so we do our best to try to make time for date nights and to keep our communication open.
Michelle, 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?
I am Michelle, a certified master engraver. My husband, Ross, and I are the proud owners of American Trophies and Awards, where we specialize in exceptional awards to commemorate outstanding achievements, personalized gifts for various occasions, and an array of promotional products to support other businesses and brands. With an unwavering commitment to quality and a deep passion for craftsmanship, our diverse range includes trophies, plaques, medals, promotional items, custom castings, personalized drinkware, and much more.
As a certified master engraver, I play a pivotal role behind the scenes in our company. I lead a dedicated team that excels in customizing products through laser engraving, sandcarving, sublimation, UV printing, and various other techniques. I take pride in getting hands-on, creating magical pieces for our clients, and overseeing the maintenance and upgrades of our equipment. I leverage technology to enhance my skills, striking a perfect balance between computer-aided design and the unique personal touch that only manual work can provide.
Ross and I are unapologetically proud to be Americans, both being the children of veterans, and our hearts beat with patriotic fervor in red, white, and blue. Each day, we wear the stars and stripes with joy to represent our brand. We deeply appreciate the opportunity to live and dream freely and wholeheartedly support our community and the brave Americans who protect us. Our support is consistently demonstrated through donations to local community groups and non-profit organizations. We were honored to be recognized as 40 Under Forty Award winners for our contributions to both the professional and community sectors. Giving back to our community through donations and service projects is a source of immense joy for us.
Our business has evolved significantly since its establishment in 2003, with the most profound impact coming from the COVID-19 pandemic. Our world came to a sudden standstill, but we were determined to not only survive but to thrive.
We understand that growth occurs outside one’s comfort zone, and it was time to adapt to the changing times. We immediately embarked on making our products more accessible by creating an online marketplace when clients couldn’t come to us. Together, Ross and I dedicated ourselves to developing our website, American-Trophies.com.
Until the website’s launch, we personally guided our customers through every order. We were committed to preserving this aspect of our business, so we rolled up our sleeves and meticulously curated the site. We handpicked every item, wrote detailed descriptions, and carefully vetted the products, presenting our top choices, the finest selection, and our personal favorites. Through this site, we offer a curated shopping experience. By automating the ordering process, we can provide quicker turnaround times while maintaining the exceptional customer service we are renowned for. We now are serving clients all over the United States and have plans to launch our second phase of the site within the next month.
What do you think helped you build your reputation within your market?
In our industry, precision is paramount as we often have only one opportunity to ensure perfection. At American Trophies and Awards, we specialize in crafting awards and recognition items for a wide range of occasions, including special events, memorials, and celebrations. Our reputation is built on consistently delivering flawless results, no matter the circumstance. In the rare event of an error, we are dedicated to going above and beyond to rectify it.
We take immense pride in our outstanding track record, reflected in our numerous five-star reviews (and currently nothing less than five-stars) across prominent review platforms such as Yelp! and Google. At American Trophies and Awards, our philosophy is simple: we treat our clients with the same respect and care that we would expect ourselves. Every order receives the same high level of professionalism and meticulous attention to detail.
Our clientele spans from major corporations like Disney and Nickelodeon to individuals seeking to create something special for a significant moment in their lives, even if it is a “game ball” display for their child’s t-ball team. Regardless of who they are or their unique requirements, we are unwavering in our commitment to bringing their vision to life. It is this unwavering dedication to exemplary customer service that keeps our clients returning and enthusiastically referring others to our business.
Can you tell us about a time you’ve had to pivot?
I firmly believe that every life experience has a purpose, and I consider myself fortunate to be where I am today. When my husband and I first tied the knot, we were embarking on completely different career paths. I was a 4th-grade teacher, while he worked in the film industry as a grip, contributing to the magic behind the scenes by building sets and shaping lighting. Our schedules were entirely out of sync, and we hardly had the opportunity to spend quality time together; it often felt like we were ships passing in the night.
Besides the challenging hours, my teaching career didn’t align with my expectations due to inadequate resources and insufficient compensation. Similarly, my husband’s job had its own drawbacks, including demanding physical labor, long working hours, and taxing conditions. We both reached a point where we were eager for a change, and serendipitously, my father was prepared to retire from the business he had established.
My husband and I made the life-altering decision to purchase the business from my father, even though neither of us possessed formal business degrees. Through sheer determination and unwavering commitment, we transformed a business that was doing moderately well into something we now take immense pride in. The journey was far from effortless, but it was a labor of love in every sense. We transitioned from hardly spending time together to working side by side around the clock, dedicated to building our shared dream.
It’s incredibly rewarding to co-own American Trophies and Awards with my husband. We share the same aspirations and dreams, and we relish the opportunity to celebrate our joint achievements together.
Contact Info:
- Website: www.American-Trophies.com
- Instagram: https://www.instagram.com/americantrophiesandawards
- Facebook: https://www.facebook.com/AmericanTrophiesandAwards
- Youtube: https://www.youtube.com/channel/UCeM-LnE-LsanNy9iQpXKnqQ
- Yelp: https://www.yelp.com/biz/american-trophies-and-awards-simi-valley