We caught up with the brilliant and insightful Natalie Ard a few weeks ago and have shared our conversation below.
Natalie, appreciate you joining us today. We’d love to hear how you think where to draw the line in terms of asking friends and family to support your business – what’s okay and what’s over the line?
My business has been a “group” project from the beginning! Friends and family have helped in so many ways. From financial resources to hands-on help with shipping and packaging, I couldn’t have gotten through the early stages without them. I started Star Kids Company when my kids were very young. The business would not have survived without asking for help.
During the first few years in business, all inventory was stored in my garage. I set up my own little warehouse and all products, both direct to consumer and wholesale, were shipping from my home. My girlfriends helped with packing boxes, my kids would apply labels, and my husband would organize my dropoff to the local UPS location. It truly was a labor of love. Although it was exhausting, it will always be a cherished memory.
I have also learned that there are areas in the creative side of my business where support or input from friends and family did not prove to be helpful. When it comes to creativity it is best to complete it alone. Critiques or suggestions would often redirect or stop my flow of creativity altogether. I’ve learned to make a few versions of a finished project and ask for comments or preferences at that point. I find it best to present in a creative state without distractions.
I am so grateful for support from those that I love. It makes building a business more meaningful and gets through the hard times of entrepreneurship. Although I protect my creativity, every other area of my works thrives better with help!
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I’m Natalie, creative director at Star Kids Company. I am a wife, mom of 3 awesome kiddos, and a creative at heart. I love creating colorful, fun products for kids. As a mom, I try to develop items I think my kids will like and toys that will encourage them to be kind, loving, and thoughtful.
Star Kids Company creates children’s toys and gifts that are not only playful but are meaningful too. We strive to design products that have a purpose behind the play, help develop character, and build family values. Our bright bold colors and quality materials will capture your child’s attention. It is our goal to create tools to help spark your child’s curiosity and help them learn as they play.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
You must have some form of formal education in your specialty or area of business to be successful. FALSE! I do not have any formal training in drawing or creative writing. I just happen to be passionate about both areas. I have always enjoyed drawing or painting for fun and a creative outlet. When I first created the Christmas Star From Afar and decided to turn it into a business, I thought no one would take me seriously. In all honestly I think customers like to buy from small businesses because of stories like mine. I am a mom who had an idea and did something with it. You can learn as you go!
Okay – so how did you figure out the manufacturing part? Did you have prior experience?
I started from scratch in my manufacturing endeavors. I had a homemade sample and some vector images and went to Alibaba to start. I began the long process of reaching out to wooden toy manufacturers and sending them images and specs for initial quotes. Eventually, I narrowed it down to 3 companies and paid for samples to be made. Once I had 3 samples in hand I reached out to references, made a decision, and then took a risk! Eventually, I would fine-tune the manufacturing and visit the factory. The first couple of years were bumpy but over time I have streamlined the process and have a great relationship with my overseas partner.
Contact Info:
- Website: https://starkidscompany.com/
- Instagram: @starkidscompany
- Facebook: @starkidscompany