We caught up with the brilliant and insightful Nicole Lewis a few weeks ago and have shared our conversation below.
Alright, Nicole thanks for taking the time to share your stories and insights with us today. What’s the backstory behind how you came up with the idea for your business?
Before devoting my work full-time to The Original Rainbow Crayon®, I drew inspiration for my specialty, Original Rainbow Crayons® from my previous 15+ years of expertise in the arts, with 10 of those years as an Elementary Art teacher. The thought process behind Art 2 the Extreme® and The Original Rainbow Crayon® comes from a mix of practical/education use that I would have liked to have access to as a teacher (Crayon Stix® that won’t roll off a table and have a grip groove for little hands, skin tone colors that blend well, etc.) and a parent (personalized options for those with unique names).
In the beginning, I was a new teacher, traveling from classroom to classroom to teach art from a cart. I saw over 800 students a week between two schools and I noticed week after week the amount of broken crayons discarded across classroom floors. My unit on texture happened to fall on Earth Day and was looking for ways to recycle left over crayon bits while creating a fun and functional crayon. This was the original spark to the idea behind my colorful rainbow crayons. The students and I made these horribly awesome circle crayons by pouring melted recycled crayon nubs and stubs into wax paper cups, but knew there had to be an easier and less messy way.
Not only did I teach visual arts from a cart with the extra challenge of going from classroom to classroom, but also saw a huge need for adaptive art supplies for my growing number of students with special needs and accommodations. I had students with different abilities who could not hold a traditional crayon. To solve problems in my own classroom, I came up with adaptable and customizable art supplies in a time where options in classroom did not exist. I found myself literally forming a student’s hand around clay to cast a mold for an oversized crayon they would not drop and could easily grip. I knew there had to be a better way, so I made one.
By combining these two experiences during my first years in the classroom, the Original Rainbow Crayon® was born.
Nothing was out there like this for parents or teachers at the time (remember… this is before online blogging, Pinterest, and DIY era really even took off). I knew my crayons would make great gifts as well.
Like many other crafters and artists in the early 2000s, I opened an Etsy shop (Art2theExtreme) and remain one of the original shops still in operation since the birth of the handmade platform. Etsy was such a small community at the time (hundreds to a few thousand) and we all knew each other. We would exchange Christmas gifts, there was no branding or polished photos… Just creatives all coming together in the hopes of making a little bit of income.
When I quit my teaching day job in 2014, that is when things really started taking off. My sales began to double each year. Blogs, magazines, and news outlets began picking up my story and featuring my rainbow crayon gifts for kids because it was notable, extremely popular, and super gift worthy. I knew I was on to something that was not just trendy, but a lasting gift idea that has become the “go to” stocking stuffer and holiday gift each year and a unique birthday gift for the child who has everything.
In 2020, I placed Top 10 in the Kids category for the Etsy Design Awards our of 4.7 million Etsy shops. My work has been featured in hundreds of media outlets, gift guides, and TV segments across the nation over the years (most recently selected as Joanna Gaines top pick for kids gifts in her 2020 Holiday Gift Guide for Magnolia Journal).
At Art 2 the Extreme®,we are all about fun and functional crayons! Original Rainbow Crayons® encourage creative thinking and imaginative drawing for hours of arts and crafts creation. I really try to think about the crayons designs I create at Art 2 the Extreme. My rainbow crayons are chunky for toddlers to hold or students who might not be able to hold a traditional crayon. Original Rainbow Crayons have multiple points to draw with, different ways to grip. The colors move across the paper, mixing and swirling for a different drawing experience each time. I have a passion for color and crayons, with the added bonus that I get to be my own boss and be home with my “Mini Crayon Crew” (mom of two boys), while they are young. They are a huge source of inspiration for designs as well, plus the added bonus of being excellent product testers. My own boys come up with fun ideas and I love adding my own twist to new trends.
I love that Art 2 the Extreme provides gift givers an option for a colorful and functional gift that is perfect for young children and the young at heart. With my Original Rainbow Crayons, anyone can be an artist!
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Long before the days of Pinterest, social media, and the DIYers & bloggers era, I became the first artisan to ever create and sell a handmade crayon online. Art 2 the Extreme started off as a hobby, then a way to supplement my teaching income and then eventually transitioned to my full-time career when my first son was born. I never thought I would leave teaching, let alone develop an entire company around my love of crayons and color, but almost 17 years later, I am still making crayons by hand every morning.
I am a former elementary art teacher of 10 years, crayon artisan, wife (Mr. Crayon also work in the business with me part-time in addition to being a lawyer) and mom of two boys. I am from Indianapolis, IN and our studio (or “Meltery” as we like to call it) is located in Noblesville, IN. Before devoting my work full-time to The Original Rainbow Crayon®, I drew inspiration for my specialty, Original Rainbow Crayons® from my previous 15+ years of expertise in the arts, with 10 of those years as an Elementary Art teacher.
I specialize in customized and personalized crayon design for your gifting needs. Art 2 the Extreme® is known for the ability to customize almost anything out of crayon and we take great pride in our designs, work, and quality. I was the first person to ever create and sell a handmade crayon online, long before the days of Instagram, Pinterest, and the DIY world on social media. I am an Etsy “OG” of almost 17 years and love that I have been able to build a brand from my love of crayons and rainbows that originally solved problems in my own classroom.
Since I specialize in custom crayon design, I have had the opportunity for some awesome collaboration projects and special requests from companies and brands such as the Oprah Winfrey Network, The Ellen Show, Sephora, and a ton of artists and brands. Collaboration and customization is my jam! I love creating crayons for birthday parties, weddings, businesses and events (and could have absolutely nothing to do with crayon). My multicolored rainbow crayon creations are memorable, fun, and unique, not something that is going to get immediately thrown away or go unused.
My two most favorite features of past were my selection as Joanna Gaines 2022 top gift for kids in the Magnolia Journal Holiday Gift Guide and my crayons being shared by Drew on the Drew Barrymore Show, both you can easily snoop on my Instagram account (@art2theextreme) and find.
What sets my work apart from others (other than being the OG crayon artisan online) is the ability to create extremely customized art supplies, our quality, and the amazing customer service Art 2 the Extreme® provides. We take great pride in our relationships with fans, customers, and other businesses who choose to support makers and small businesses. Connecting with customers on a more intimate level is so important to me and is one of the reasons we still specialize in small-batch, handmade production as a team instead of manufacturing. People buy and support from people. The connection to what you are purchasing as a consumer is so important, now more than ever.
My favorite non-personalized item are my Crayon Stix® because it a great “all ages” type of crayon that won’t roll off a table, is super sturdy, and can be held easily by small hands and large hands (https://art2theextreme.com/products/crayon-stix™).
Art 2 the Extreme’s newest product is our Oversized Crayon Letters that are HUGE and bigger than an adult hand (https://art2theextreme.com/products/giant-letters-oversized-crayon-letters). They make for fun photo props, a WOW type of gift that is totally different, and yes, they actually do color.
I also work with an organization called Crayon Collection, a nonprofit out of Los Angeles, CA with the mission is to inspire a commitment to environmental consciousness and the infusion of art education in underfunded schools. The Art 2 the Extreme crayon studio holds crayon drives and donated all of our unused crayons to Crayon Collection, who puts us in contact with schools and community organizations around the country in need of art supplies. As a former art teacher, I love that they are HUGE supporters of keeping the arts in schools and providing teachers and volunteers with supplies and art education resources.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Notability, reliability, and consistency in showing up as the artist behind the brand has moved the needle the most for Art 2 the Extreme®!
First, I offer such a unique service that no-one was offering when I started my business 17+ years ago. I create and provide a stand-out gift option that appeals to so many (gifts for foodies, art supplies for classrooms, gift ideas for parents, grandparents, and for that hard to buy for birthday) that there are a ton of opportunities for Art 2 the Extreme to be featured in the media.
Need a gift for foodies? Our Mini Donut Original Rainbow Crayons® (https://art2theextreme.com/products/donut-crayons) were featured in the Food Network Holiday Gift Guide as a gift for foodies and Real Simple Magazine’s Holiday gift guide as a gift idea for teens.
Having my Original Rainbow Crayons featured in gift guides such as Buzzfeed, Food Network, and the Today Show shows notability, proof of concept, and the desire for our custom craft service and crayon gifts for kids.
Art 2 the Extreme is also known for providing amazing customer service, high-quality crayons, and speedy shipping. Beyond this, I am the face of the brand. When you interact with Art 2 the Extreme on social media platforms, you are learning about me, my story, and becoming part of our story. I always say that people buy from people and it is important for brands and businesses to get out in front of your customers and to show your face. Customers want to get behind brands that they can relate to and be a part of their journey.
My reputation has also been built from creating strategic partnerships and collaboration projects with other artists, museums, brands, and large companies. I have partnered with muralists, illustrators, fashion designers, and other artists to create rainbow crayon sets and products to sell on their own sites. I have created custom crayon designs to help celebrate the release of a book. I have even partnered up with companies like Sephora and The Ellen Show to create products to be featured in shops, gift boxes, or corporate events. My favorite custom project that came from a strategic partnership was creating the wrap gift for the show Queen Sugar on the Oprah Winfrey Network. All of these opportunities have allowed me to align my brand with companies and artists outside my target market to get more eyes on Art 2 the Extreme with $0 advertising dollars ever spent.
We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.
Original Rainbow Crayons® can be purchased on our main website (www.art2theextreme.com) where the best selection and quickest shipping can be found. This is where I prefer customers to shop from and outlets to feature me because all of the information for clients can be found all in this one spot. It is also easiest to understand and quickest to complete a rainbow crayon purchase from our website directly. Always support a a brand or artist from their direct website when you can!
Art 2 the Extreme® got our start on Etsy 17 years ago and and we still going super strong on the Etsy platform. I was an Etsy Design Award finalist in 2020 (placed among the Top 10 in the kids gift category) and I am currently an instructor for Etsy U, Etsy’s education program that teaches other makers and artists how to find success on the platform.
I love that Etsy drives their own business to the platform for me through advertising, guides, and their own email marketing. They have a much larger budget for paid advertising (mine has been set at $0 from the start and has all been through word of mouth, earned press, and collaboration).
I also love that Etsy provides an affiliate link program for media outlets and bloggers looking to feature gifts and work of artists on the platform. On the business end, it can be costly to belong to an affiliate program, so a HUGE perk for me sticking with Etsy is their Awin affiliate program. It also comes in handy for me when I write articles that include products and work found on Etsy because I can earn a commission when readers click on a product and purchase.
A main con for a platform like Etsy is that you do not own your customers. What would happen if Instagram or social media disappeared today? How would you get in contact with your customers and how would they remember you? This is why it is so important to have your own website.
No matter where you are showing up for business, I highly encourage you grow your email and text lists and continue to find ways to stay in touch with your customers.
Contact Info:
- Website: https://art2theextreme.com
- Instagram: https://www.instagram.com/art2theextreme/
- Facebook: https://www.facebook.com/theoriginalrainbowcrayon
- Linkedin: https://www.linkedin.com/in/art2theextreme/
- Twitter: https://twitter.com/art2theextreme
- Youtube: https://www.youtube.com/channel/UCvrbk5NDLA7AJw_IIAwJqtQ
- Other: Threads: https://www.threads.net/@art2theextreme
Image Credits
Images by Qiana K Photography and Kelli White Photography