Alright – so today we’ve got the honor of introducing you to Vana Chupp. We think you’ll enjoy our conversation, we’ve shared it below.

Vana, thanks for taking the time to share your stories with us today Folks often look at a successful business and imagine it was an overnight success, but from what we’ve seen this is often far from the truth. We’d love to hear your scaling up story – walk us through how you grew over time – what were some of the big things you had to do to grow and what was that scaling up journey like?

For the first three years of my business journey, I was a one-woman show. Starting out as a small Etsy shop in 2008, I sold stationery and fine art with only a handful of products. By 2011, I realized I needed help and hired my first part-time employee to assist with customer emails, packaging, and shipping.

In 2016, when my family relocated to our current state, I made the decision to expand my team by bringing on two more part-time employees. One was a skilled jeweler who took over production tasks, while the other focused on customer service and order updates. I understood that in order to grow my business, I needed experts who could handle tasks I couldn’t do alone.

With these key hires in place, I was able to concentrate on building strategic partnerships and expanding my reach. As my business continued to thrive, I brought on three more team members – two to handle design work and one to assist with content creation and social media management. Year after year, my business doubled in size thanks to the support of my dedicated team.

I credit the success of my business to the talented individuals I’ve surrounded myself with. From consultants to partners, each addition has played a crucial role in our growth and development. I am constantly looking for new opportunities to expand our team and push our business to new heights.

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?

After earning my master’s degree in architecture, I developed a deep passion for design. In 2008, with the arrival of my first child, I sought a creative outlet while caring for my toddler. I began sketching his profile each month to capture his growth and evolving features. Unknowingly, I was crafting his silhouette.

Discovering Etsy, I was inspired to launch a shop and share my designs. The idea of blending creativity with motherhood excited me. Within six months, my work was featured on various blogs and gift guides, leading to a surge in sales that prompted me to leave my day job and focus on my business full-time.

Originally known as Le Papier Studio, we initially specialized in paper products. As time passed, I ventured into other accessories, ornaments, and even jewelry. In 2015, I took a moment to reflect on the direction of my business, ultimately deciding to concentrate on fine jewelry and accessories centered around silhouette art – custom-made using customer photographs.

What distinguishes us is our commitment to detail, not only in the quality of our creations but also in the relationships we build with our customers. By transforming cherished photos into silhouette portraits, exquisite jewelry, and personalized accessories, we craft timeless family keepsakes. I remain directly involved in consulting with clients to ensure our pieces encapsulate their most precious memories flawlessly.

As parents, we understand the fleeting nature of childhood. Our goal is to inspire others to find joy in the ordinary, pause amidst life’s chaos, and savor the gift of time. By cherishing these moments, we aim to create lasting treasures that celebrate the beauty of life’s fleeting moments.

How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.

We currently sell our products  through our website, powered by Shopify, but our journey began over 16 years ago on Etsy. Initially, Etsy met our needs for around five years until we made the pivotal decision to transition to our independent platform. Looking back, this move remains the best choice for our brand, allowing us to authentically share our story without the distractions inherent to the Etsy marketplace.

Timing played a crucial role in our departure from Etsy. As many other small businesses were also seeking independence from the platform, we leveraged our established customer base to seamlessly transition without sacrificing traffic. By engaging our audience through newsletters and cultivating a sense of community among our insiders, we were able to maintain a strong connection with our clientele.

While Etsy served as a valuable starting point for our business, offering instant visibility and exposure to a wide audience, our eventual departure was a strategic step towards fostering our brand’s growth and identity. I would recommend Etsy to aspiring entrepreneurs as an excellent platform to test their products and gauge market interest. When the time is right, you’ll know when to take the next step forward on your entrepreneurial journey.

How did you put together the initial capital you needed to start your business?

Without a formal business plan, my entrepreneurial journey began with sheer determination to succeed. With just $500 from personal funds, I took the leap to start my business. As we progressed and expanded, I made a conscious decision to reinvest profits into purchasing new equipment, expanding inventory, and welcoming new team members on board. Our growth has been organic, driven by loyal repeat customers and valuable referrals.

This grassroots approach has allowed us to steadily build our business, prioritizing customer satisfaction and quality products. By reinvesting in our company’s infrastructure and talent, we have been able to scale sustainably while maintaining the integrity of our brand.

Contact Info:

• Website: www.vanachuppstudio.com
• Instagram: www.instagram.com/vanachuppstudio
• Facebook: www.facebook.com/vanachuppstudio
• Linkedin: @vanachuppstudio