We were lucky to catch up with Natasha Zahn Pristas recently and have shared our conversation below.

Natasha, looking forward to hearing all of your stories today. Was there an experience or lesson you learned at a previous job that’s benefited your career afterwards?

My work experience in retail in high school and college under amazing women bosses taught me numerous skills that I’ve continued to use in all my jobs over the years, especially today in my own creative business.

If we’re genuine about our interactions with the public, our customers will return.
Maybe it’s simply listening or being courteous to someone who’s not feeling seen that day. It could be taking a message, finding out the pertinent info, and then (key!) getting back quickly to the customer. Maybe it’s owning up for a mistake on our part and finding a way to make it right. These are all relatively easy things to do. It’s cliche, but service with a smile makes a huge difference.

Retail and selling is creative! I worked in women-owned businesses that encouraged creative displays and packaging. This defined their customer service and why they stood out from other shops. People were attracted to the business and products because of an inviting environment created through display, and they purchased repeatedly because they received a little extra attention–maybe wrapping paper, a ribbon, gift enclosure, sticker, or fancy bag. I always include a handwritten thank you and an extra card with online purchases. How we present ourselves, our business, and our products attracts interest; taking care to make someone’s purchase feel extra special elevates our business.

Retail is all about building relationships. Build relationships in the context of what you do. Maybe you’re an expert or an amateur, maybe an extrovert or introvert–it doesn’t matter. Greet people by name, remember what they like or purchase, point out things you think they may be interested in, make it easy for them, thank them. This works in person, over the phone, or online.

Whatever your business is, take a few pointers from retail! I use these concepts in my creative business, but I also employ them in my teaching. It’s about serving your public, displaying or promoting your product, giving a little extra, and building relationships!

Natasha, 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’m an artist and creative entrepreneur living in Kodiak, Alaska. I work primarily in pen and watercolor or collage. As you might imagine, marine and floral themes play heavily into what I do. My work is influenced by the fact that coastal Alaska can be gray and green for long periods of time, then filled with intense pockets of color. I delight in capturing those sudden moments of light! I’m overjoyed that my art brings a burst of color into people’s lives.

Being a creative entrepreneur means constantly pivoting; what I do and how I do it has evolved over the years, and I love the products and customer service I offer people. You’ll find my designs on cards, prints, calendars, wrapping paper, posters and bookmarks. I have retail and wholesale sides to my business, I just recently completed making my first online mini course, and I’m writing product reviews on my news page to share a glimpse into what I use in my art. I’m involved in several “power groups” and am constantly learning new things and finding opportunities. I feel like I’m poised to make a few leaps over the next year, and I’m excited about where I will land!

Is there a mission driving your creative journey?

Oh, I’m so glad you asked this! I really want two things: to bring a burst of color into people’s lives and for art to be accessible. I am all about color and paper and being bright, and I also strive to make my work affordable for people. These two ideas are floating in my head all the time.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Another great question! I had to unlearn the idea that selling art is somehow demeaning to the artist. I don’t know where I picked up this concept that charging a fair price for my work cheapened me, but I’m assuming it’s because of all the “starving artist” stories out there: to be a real artist I would just create and not worry about selling. Well, I love people, and I love retail, and I love selling my art! It’s taken me a long time to embrace this idea, rediscover my customer service skills, and connect it with my art business. There will always be this tension between sharing something I’ve created, hoarding vs sharing the techniques behind it, and earning money, but I believe sharing products, techniques, and final work is key to building a strong artist and art community. There’s room for all of us!

Contact Info:

• Website: https://www.natashazahnpristas.com/
• Instagram: https://www.instagram.com/tashpristas/
• Facebook: https://www.facebook.com/NatashaZahnPristas

Image Credits
Natasha Zahn Pristas Art