We were lucky to catch up with Nia Crooks recently and have shared our conversation below.

Hi Nia, thanks for joining us today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

My custom coasters are $50 + taxes and shipping. I feel as new customers review my work, they are deterred by shipping fees due to the current climate we are in which Amazon created with “free shipping”. I must admit, I am a loyal Amazon shopper (myself) and I do enjoy free shipping. But I also pay a monthly fee for this service.

Smaller businesses have to attach shipping fees to all orders or increase pricing on their items to stay afloat. Inflation is everywhere and I want to remain in the affordable goods category. But it has been a challenge when needing new customers to process their orders. I’ve adopted a 10% off with your 1st order to seal the deal.

Nia, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am a Coaster Creator. After sitting on this idea to create drink coasters since 2016. I decided to take a step out on faith and start my very own small business. The name of my business came about so I could continue the Crooks legacy. My Dad (Leon Crooks) was the last remaining Crooks and he passed in December of 2015. The name Crooksy is my Grandmother’s nickname. So I think I am making them both proud in heaven by continuing to put our last-name in lights.

My creations include personal photos, bible verses, quotes, affirmations, art, Greek life, sports teams, logos, QR codes, musical artist, etc. If you can upload or send a quality image, I can transfer it to a slate coaster. My personalized gifts capture memories of life’s greatest moments. They make great gifts for housewarmings, house-closings, weddings, birthdays, anniversaries, funerals and of course just because. The photo coaster sets I create have been the go-to item to order. The wedding sets have been such a hit.

I sell bulk orders as well and I my coasters have been used for empowerment at events or as the give-away gift for attendees. Leaving with powerful words of affirmation on a little square slate coaster, plants a seed in you for growth.

As a Woman of color, I made a promise to myself after not receiving a seat at the table of so many industries. I was destined to create a space for children of color. When you don’t see representation, you don’t feel like you belong. This is vital in all industries. I want to inspire children everywhere as being their representation. Knowing I am building a brand that provides not only meaningful memories but is also a useful household tool not to “mess up the table” keeps me creating.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

Back in January of this year, I was contacted to create coasters for a Jack & Jill Foundation event. The initial request was for 20 coasters (for the panel organizers ). I did a few digital mark-ups and shared it with my new client. She contacted me a few days later and we decided on the graphics we would use. I was ecstatic to even be creating coasters for this event because I knew this would provide repeat business. We ironed out the order and I was ready to start creating.

A week later, she called and asked if she could increase her order? She said, “we love the idea of your coasters so much, we would like to gift all attendees with a Crooksy’s Coaster”. I did not know the details of the event but my nerves grew wild because I did not know how large of an order this would be and I am the only employee of Crooksy’s Coasters. I would never back down from what God has called me to do, so I graciously accepted the challenge. After the RSVP window closed for their event. The order grew from 20 to 330. I rejoiced and reached out to family and friends to help assist with this blessed-filled order.

This still has been my largest order to date and so much other business has come from just this one amazing client. I will forever be grateful to not only her, but for a friend of mine who recommended me. When they say, it takes a village to raise a child. It feel it’s the same in business.

What’s been the most effective strategy for growing your clientele?

I’ve been growing my clientele through reels on Instagram/Facebook. Word-of-mouth was my best friend in the beginning stages of business. Through trial and error, I’ve discovered new clients want to see your process. Reels capture a start to finish method so clients can really see what goes into my creations. It puts the creativity and custom aspect into full perspective. When I transform a photo into a photo coaster, the WOW’s I receive are priceless. My next strategy is to learn TikTok. I know so many businesses are thriving from that social media platform, it’s time I get in on the fun.

Contact Info:

• Website: www.crooksyscoasters.com
• Instagram: @crooksyscoasters
• Facebook: @crooksyscoasters
• Linkedin: https://www.linkedin.com/company/crooksy-s-coasters/
• Twitter: @crooksyscoaster