We’re excited to introduce you to the always interesting and insightful Shabby Penini. We hope you’ll enjoy our conversation with Shabby below.

Shabby, thanks for taking the time to share your stories with us today Are you able to earn a full-time living from your creative work? If so, can you walk us through your journey and how you made it happen?

My journey kicked off before I even had a clue it was happening. Picture this: a super creative mom with a camcorder or camera practically glued to her hand, capturing every moment. Little did I know, that habit was about to become mine too. Before I knew it, I was snapping photos, filming videos, and loving every minute of it. I even had a whole make-believe radio show on my computer back in the early 2000s—complete with me pretending to be a newscaster on camera.

Honestly, I’m a big believer in listening to your inner child. If something made you happy back then, it’s pretty much guaranteed to light you up now, so why not turn it into a career? That’s exactly what I did. Fast forward a bit, and there I was, studying business marketing because, as a creative, I always knew I wanted to learn the business side of things and eventually have something of my own.

I paid my dues, no question—joined school clubs, climbed the ranks to VP of ads and promo, and took on internships for free (or close to it). But I kept reminding myself, “your network is your net worth.” As a creative, you’ve got to market yourself first. So, I studied the craft like it was my job (because, well, it was), built relationships, and never stopped learning. The creative industry is like a roller coaster—it’s always moving, so you’ve got to keep up if you want to stay relevant.

As I soaked up more knowledge and met more people, I shaped my image to the point where, when someone needs a social photographer or videographer, on-camera personality, or creative strategist, my name’s the first that comes to mind. I’ve made sure to stick to what I genuinely love because, let’s be real—if you’re not into it, people will know. But when you’re passionate? Your work will speak for itself, and it’ll thrive.

Could I have sped up the process? Maybe. But honestly, I wouldn’t change a thing. Every stumble, every wrong turn, taught me something I couldn’t have learned any other way. Without those moments, I wouldn’t be where I am today—and I’ve got to say, I’m pretty thrilled with where I’ve landed.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My journey has been a wild ride! It all started with a little internship that turned into a full-time gig at Dash Radio and SKEE TV—a startup radio station and TV network that was basically a dream come true for a music lover like me. I was the go-to person for running the social channels, snapping behind-the-scenes content in the studio during interviews, and catching all the vibes at concerts and festivals. I even got to scout fresh talent and pitch them to the networks. Working at a startup means you don’t just wear one hat—you wear, like, 20. I was in the thick of everything, and it taught me to roll with whatever came my way.

Then life threw me a curveball—I went back to school to finish my degree. But when I graduated, getting back into the music industry wasn’t as easy as I hoped. So, I did what felt right and leaned into my other passion: food. I started a food Instagram blog that let my creativity run wild. That blog caught the eye of a food startup app called Off The Menu, and before I knew it, I was running all their social media. Off The Menu wasn’t just any app; it was all about restaurants. We started in LA, and then we expanded into Orange County and Dallas. I also took charge of their influencer marketing, building connections and relationships along the way. And here’s a little pro tip: even when you’re helping another company grow, don’t forget you’re growing too. Take those lessons and tuck them away for your own journey.

When Off The Menu closed its doors, I figured it was now or never—I took the plunge and went full-time for myself. Talk about a leap of faith! But honestly, if you don’t go for it, you’ll always wonder “what if?” So, I jumped in with both feet. My best friend, who’s a communications major, and I decided to team up and start our own digital boutique agency. This was in February 2020, and we had no clue the world was about to shut down in March. But we’re both foodies at heart, passionate about cooking and exploring new restaurants, so we decided to focus on the restaurant industry. With my experience working with restaurants and her PR skills, we carved out a niche with small businesses. The pandemic forced us to pivot our business strategy—talk about a crash course in discipline! But as an entrepreneur, you’ve got to be ready for anything. What set us apart was that we were (and still are) a best friend duo with a boutique agency that gives our clients the attention they deserve.

While I was busy channeling my inner entrepreneur, I was also growing my presence as a micro-influencer on Instagram. I’ve always been the kind of person who feels right at home in front of a camera, and I love inspiring people to get out there—whether it’s traveling, trying new products, or checking out the coolest spots to eat. So, I leaned into that and started building an ever-growing community on Instagram. My audience comes to me for travel inspo, favorite foodie spots, fashion tips, and all-around lifestyle content. But here’s the thing: as a micro-influencer, it’s all about finding that sweet spot between sharing your life like a diary and creating value for your followers. Everything I post, I make sure it’s something that will benefit my audience. If at least five people can take something away from it, I consider it a win.

This approach has opened doors to work with some pretty amazing brands that I genuinely love. Through my agency and as a freelancer, I provide everything from photography, videography, and editing to creative strategy, influencer marketing, event planning, and running a team. My philosophy? Follow your heart, stay true to who you are, and create value for others—that’s the recipe for success. I’ve managed to carve out a unique space for myself, balancing work on both sides of the fence: running a business with my agency, freelancing, and creating content as a micro-influencer. I’m proud that by staying in my lane and being authentic, I’ve built a diverse and dynamic brand that reflects who I am.

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

The most effective strategy? Network, network, network. Seriously, your network is your net worth, but it doesn’t stop there. As a creative, your work needs to speak for itself. You’ve got to be proud of what you’re putting out there. If my content or past work is subpar, I’m probably going to attract a similar clientele. But the goal is to grow, right? So, master your craft, be the best in your industry, and let your work do the talking.

But remember, you can’t just sit back and hope people will come to you. You’ve got to be out there meeting people, expanding your network, and surrounding yourself with like-minded individuals. A wise person (my mom) once told me: “You want to surround yourself with people who are on your level or better than you.” That’s where growth happens, that’s where you get noticed, and that’s how you land the dream gigs you’re aiming for.

Don’t be afraid to make mistakes. As a creative, I’ve got a lot of work that I’m not proud of, but the more you put yourself out there, the more you master your craft. So, to grow your clientele: network like crazy, put yourself in situations to do so, and back it up with work you’re genuinely proud of.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

In today’s world, the internet is like a treasure chest of knowledge. If you want to learn something or find resources, it’s all right at your fingertips. I love diving into YouTube or TikTok for tutorials on my field or micro-influencing—there’s always something new to discover! Podcasts have also become my go-to. As a music lover, making the switch from just listening to music to soaking up podcasts took a bit of effort, but if you’re like me, consider this your sign to give it a shot. There’s a podcast out there for just about every interest.

One book that really blew my mind was The Secret. It dives into the power of the mind and how our thoughts can shape our reality. It’s like a wake-up call that reminds you of the incredible potential you have. Autobiographies are another favorite of mine. They let you step into someone else’s shoes and learn from their journey, which can be both eye-opening and inspiring.

When it comes to podcasts, The Skinny Confidential: Him & Her Show is a standout for me. They bring in a variety of guests, from health gurus to entrepreneurs, and their hosts are genuinely hilarious and inspiring with their own successful ventures.

So, mixing books like The Secret, engaging autobiographies, and a good dose of podcasts has significantly shaped my management and entrepreneurial thinking. They’ve helped me see things from new angles, pick up valuable insights, and apply them to my day-to-day life with a fresh perspective.

Contact Info:

• Website: COMING SOON: www.shabbysmalls.com
• Instagram: https://www.instagram.com/shabbysmalls
• Twitter: www.tiktok.com/@shabbysmalls

Image Credits

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