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Faith without works is dead–whether those works are buying someone a meal or following through on the dream God planted in your heart.
In his book, The 7 Habits of Highly Effective People, Stephen Covey taught that to begin with the end in mind is to start with a clear understanding of your target. Begin each day, task, or project with a clear vision of your desired outcome, and then continue by flexing your proactive muscles to make […]
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Dreamers + Doers highlights emerging artists, entrepreneurs, and up-and-coming ones to watch. Whether it’s starting a new business, creating something beautiful, or just daring to do things differently, we stand behind those taking steps toward something new. Studio Mucci is a celebration of everything pastel, festive, and fun. Amina Mucciolo, the woman behind the brand's candy-colored home décor designs, even has a studio that matches her creations: from a fluffy white poodle to lilac plushies to her ever-changing hair color (right now it's a spring-y mix of cotton candy pink and lavender), Amina maintains her brand's aesthetic in all aspects of her life. But the idea behind Studio Mucci isn't merely a superficial, color-coordinated one (as much as we love it). Created out of a need for positive reinforcement in her life, Studio Mucci has become Amina's love letter to the world, inspiring others to get out there and 'be their f—ing selves,' Amina's motto since starting the brand in 2011. Needing to know more, we chatted with Amina about the brand, her love for all things paper, and what it takes to feel self-acceptance. (And if you end up loving her banners as much as we do, make sure to attend Amina's DIY fringe banner workshop on May 14th in LA!) Photos by Emily Knecht We read that Studio Mucci saved your life! Can you tell us more about that and what the company means to you personally? When I was in my twenties, I made a very serious and nearly successful attempt to take my own life. I had been secretly struggling with an eating disorder for well over a decade - in addition to depression, anxiety and obsessive compulsive personality disorder. After surviving and subsequently entering a treatment facility, I was unemployed and had previously dropped out of school... I was pretty much starting life from scratch. So I just decided to do whatever made me the happiest, and that was making things. After so many years of hiding my illness and pretending to be happy with my life I was on a mission to live the most honest authentic life that I could at all costs. The first pieces that I made (which would later become the foundation for my entire business) were some of the first things that I did in my life as “the real me” free of any pretending. Receiving such positive feedback on my designs really gave me the confidence that I needed to proceed with Studio Mucci as well as my recovery. What made you start designing tassels and other things out of paper rather than some other medium? Were you always interested in crafting and art? I have always loved paper and paper art even as a child, so it was something that I was naturally drawn to. I remember receiving a paper crane, and being so amazed that it stayed together without any type of adhesive. This experience really opened my eyes to the kind of things that you cold do with paper. These days I mostly work in tissue paper which is an unexpectedly strong and versatile material to create with - I’m inspired by it everyday. Art and creativity have always been a huge part of my identity. It's always been a quiet dream of mine to work in an artistic field, but I never really had the courage to truly pursue it. My current career is basically a dream come true. You started the company in your late 20s – do you have any advice for people out there who think they’ve missed their opportunity to start doing something they love simply because they’re not 18 years old anymore? Starting your life from scratch at 28 years old is a pretty daunting thing. But to be honest, living a life that you don't love and being stuck in a job that doesn't fulfill your purpose in this world is far more terrifying, in my opinion. When we (my husband I) started Studio Mucci we had NOTHING. I bought the supplies for my first tassel garland order from a dollar discount store and ironed every sheet to remove the creases. It wasn't easy but I would do it over again in a heartbeat. It doesn't matter how old you are or what mistakes you've made in your life, you can always begin again if you have the courage to stop comparing your journey to that of others around you. What’s been the hardest part of keeping your company going? The easiest part? Running a small handmade art driven business is harder than it looks. We have been so fortunate to experience exponential growth nearly every year that we've been in operation, but that can also become a challenge in itself. I never want to lose the quality and care that went into our items when I was making every single one by myself, but that has become more of a challenge as the demand increases. I am a perfectionist but I can't hold everyone else to those unrealistic expectations and still meet deadlines... it's definitely a struggle. What’s a typical day-in-the-life like for you? My job is kind of bizarre; no two days in the week are often the same. Sometimes I might spend all day in the studio designing new products or helping my team meet a huge deadline, and the next I'm running around downtown in a tutu holding a bouquet of three foot helium-filled balloons for a photo shoot. Has your aesthetic always been so fun/pastel-colored, or was that something you were drawn to later in life? My aesthetic has always been pretty “childlike.” I’m into children's books, toys, and even fashion because they are always so colorful and whimsical. Pastels are naturally something we see associated with babies or small children but they can be so beautiful and pleasing especially when used in a modern way. Who are some of your artist heroes? I take so much of my artistic inspiration from music. Hip hop and jazz have always been a major part of my life since growing up and they share such a similar story. Both musical genres were way ahead of their time and thus not accepted by the mainstream for many years. I guess I admire the spirit of hustle resilience that both of these cultures represent. These are qualities that I feel every working artist should have. We love how positive you are and recently saw you talking about self-acceptance on your Tumblr. Can you tell us what self-acceptance means to you? Self-acceptance means that you are enough right now, without the validation or approval of anyone else. I think we need to give ourselves the permission to love who we are right now in this moment. I mean, self-improvement and progress are both really important and necessary... but what if you change who you are and it's still not enough? Are there any positive customer stories that have stuck with you through the years? Many people use our products in their baby or child’s room - often hanging above a crib/bed. So many things that you interact with and see as a child, shape the person that you become. To know that some little one is possibly drifting to sleep as they stare at one of my designs is so incredibly inspiring and special to me. Five things you can’t get enough of right now? Unicorns, vegan pizza, skater skirts, pastel hair, and yarn. Shop Dreamers + Doers
One of our favorite sources for daily inspiration is Sight Unseen, a digital design magazine created by New York-based editors Monica Khemsurov and Jill Singer. From unearthing under-the-radar ceramicists to sharing exclusive studio visits with some of our favorite artists, Monica and Jill are tuned in to just about everything that's interesting in the world of design. And it's not limited to web content — Sight Unseen also curates a number of events and their own online shop, which we're excited to be part of this month with their pop-up at Space Ninety 8. Running September 11-October 5, the pop-up will house a selection of exclusive items created by a wide range of international artists just for Sight Unseen. Looking forward to the opening, we spoke with the duo about design trends, digital storytelling, and what goes into starting your own publication. Above: A studio visit with Katy Krantz, photographed by Michael A. Muller Sight Unseen started when the two of you were working as editors at the design magazine ID. How did the conversation start to launch your own project? Jill: We were editors at ID for about four years, and the idea slowly came together. While we were there we were always talking about, 'What's next for us.' And in the context of ID, we were really interested in how big the web was becoming. And so the conversation turned into one about having a web project together, and it solidified in a project that was too good to resist. There was room online for a digital publication that was more focused on ideas we had become interested in: storytelling, the inspiration behind finished objects, helping people see how and where things were made, and the personalities behind them. At the time, design publications were mostly just sharing the finished product, kind of just, 'this is it.' Press pictures of beautiful objects are great but there is another step in the process that wasn't being documented. Above: At Home With Greg Buntain of Fort Standard, photographed by Mike Vorassi Above: Hilda Hellstrom Sedimentation Coasters in the Sight Unseen shop, photographed by Cathy Carver You were right at the forefront of a huge trend of blogs and design publications shifting to share more behind-the-scenes looks at what goes into the creation of objects and art. What have you historically seen readers responding to the most? Jill: There was a shift right around when we launched [to feature more] studio visits and house tours. People who weren't doing those things at first sensed it was in the air. On a lot of the websites we visit often, the home and studio stories are the most popular. And it makes sense: Readers can see pictures of pretty objects anywhere, but with the idea of voyeurism and seeing behind-the-scenes and how people live is just a point of connection. Maybe people have always been into that and now there are just more opportunities. Another thing we think about is that people who read media online don't necessarily have time to read long stories. You can almost tell a whole story with images alone, which is a really interesting thing for the format of journalism. Above: Ashley Helvey's Seattle studio, photographed by Michael A. Muller What are some other sources of design inspiration for you? Where do you scout new talent? Monica: We scout talent primarily through four sources: blogs, Instagram, design shows, and through recommendations. We often get told about new studios or young designers from other designers we know, or we see them collaborating or showing together and investigate. Design shows include London Design Festival, graduate shows at schools like the RCA, the Satellite show at the Milan Furniture fair, offsite shows at the Milan fair, and even ICFF sometimes. What are some design trends you see happening right now? Monica: Design isn't as trend-driven as fashion is — it moves slowly and has more to do with individual interests than trends. But there has been a lot of geometry, copper, brass, and marble lately. And a general interest among designers in inventing their own processes, materials, and ways of working with materials. Above: kelly behun | STUDIO at Sight Unseen OFFSITE, 2014, photographed by Mike Vorrasi How do each of your own design styles differ? Jill: The very simplified version of this that comes to the floor is that Monica loves monochrome, geometric. My style is more colorful and graphic. Monica: Really, both of us constantly overlap. And that's what gives the site cohesion. Above: mobile by Recreation Center You both still do other things in addition to this. How do you balance making a side project work? Monica: We are both people who like to have our hands in a lot of places at once, so it's exciting to wear a lot of hats. It widens the scope of your network and you meet more people and create more opportunities. It all comes back. Above: Jill and Monica, photographed by Elizabeth Weinberg How has the site evolved since it started? Jill: In the beginning we were much more focused on long-form stories, coming from the magazine world. That has definitely changed. We've become more comfortable with presenting the site as a place where people come to it for our point of view. It's become more about talent-scouting than a source of biographical backgrounds. Even from the beginning SU was not just a website: we were curating exhibitions and we had the shop and we were just throwing things at the wall and see what stuck. It's all been edited down into this thing that it is now. It's been really amazing. Monica: It all fans out from just having a curatorial viewpoint. Above: Assembly 00 Clock in the Sight Unseen shop, photographed by Mike Garten What has been harder than you expected about running your own digital magazine? What has been easier? Monica: Harder: Keeping up with the crazy pace of new content that the Internet demands these days, and getting our readership to rise. People love our site but it's hard to know if they actually come back every day and read it. Easier: Maintaining a never-ending flow of things and talents we're excited about. The amount of beautiful, intriguing work out there is absolutely staggering. It makes me wish I were a maker myself. Above: Courtney Reagor Artifact Mug Above: Syrette Lew of Moving Mountains designed the pop-up build-out for Space Ninety 8. She shared an in-process install shot with us from her Instagram. Tell us more about the Space Ninety 8 pop-up: what will be there and how did you choose the pieces you wanted? Any new designers or collaborations you're particularly excited about? Jill: Going into the pop-up, we knew that we needed a shop refresh and wanted to bring in new things, so we basically blanketed everyone we knew asking for submissions. In the pop-up, we have an amazing range of housewares and jewelry both from designers we've worked with in the past like Ladies & Gentlemen Studio and Pat Kim and then some new ones as well like these cool marbled vessels from this company calledConcrete Cat and we have these asymmetrical vessels from Ian Anderson [editor's note:see our studio visit with Ian — who is also a UO men's buyer — here!]. We also had Syrette Lew from Moving Mountains do the buildout. She is amazing and had such good ideas. Above: Studio Visit with Confetti System Visit the Sight Unseen pop-up at Space Ninety 8 from Sept. 11 - Oct. 5, 2014
Initially, Ashley Brown created work for self-assurance, 'a reminder to keep moving forward.' The Massachusetts-based designer today makes a series of minimal yet historically-informed pennant banners inspired by the Woman's Suffrage Movement emblazoned with reminders of affirmation — 'It's Ok,' 'Wild and Free,' 'Let It Go.' This January, UO collaborated with Ashley on a series of exclusive banners. We caught up with her as a part of our Dreamers + Doers series, which explores the stories of inspiring artists, designers, and makers who are doing things their own way. Read on for a look at her studio and to hear more of how she turned her love of DIY art and traditional craft into a full-fledged business. Above: Secret Holiday & Co. X UO Wild Banner Can you share more about your background? How did you get started sewing and making things with your hands and how did that evolve into Secret Holiday? I've been making things for as long as I can remember. My mother taught me how to quilt at an early age, and I was a pretty serious painter in high school. I ended up at a small art college where I worked in lots of mediums and used my crafting skills in nearly everything I made. I began a love affair with fine art and DIY culture. My work was very conceptual, dealing with personal themes and a strong feminist perspective. I began making and selling tiny stuffed creatures in 2005 as a way to sort of balance out the heavy emotions that came from my 'real work.' I called these creatures Fern Animals, and they launched my career via Etsy and the indie craft scene nearly immediately. Secret Holiday followed a few years later as I refined my aesthetic and purpose. Can you remember when your 'ah ha' moment was for the concept of making the banners? I created the very first 'It's OK' banner for myself, because I needed the reassurance. I was working multiple jobs at the time, and never seemed to have enough free time to bring all my ideas to fruition. I was looking at a lot of imagery from the Woman's Suffrage Movement, and was especially interested in the handwork involved behind the scenes. Not only were these women fighting for their rights, but they were also creating by hand every sash worn, every banner carried. I was moved by that thought alone. The time spent stitching each letter on an object that would move people to think, to act. I knew I wanted to work with this idea somehow (I actually intended to make affirmation quilts). Very early into this project I stumbled upon a couple other artists using affirmations in wall hangings and I began to feel defeated before I even got started, even though their work was nothing like what I wanted to make. It's so easy to fall into that trap with the Internet. So I created the 'It's OK' banner to remind myself to keep moving forward. To make my own work, my own way. I never expected to be making that same Affirmation Banner five years later! Is Secret Holiday your full-time job? What were you doing before this? Yes, Secret Holiday is my full time job. Most mornings I still have to pinch myself when I remember I don't have to go work for someone else. I started doing SH&Co full time in September of 2013. Before that I had lots of different jobs, often multiple jobs at the same time. My husband is also an artist, so we've taken turns for the past number of years, one working more at a 'job-job' while the other focused on their art, and then trading off. I've worked at a candy store, a grocery store, an online fabric retailer, a catering company, and most often as a nanny. Working as artists has always been our top priority, so neither of us has sought out anything that would take away from our art-making. We were pretty poor for many years because of this, but it's all been totally worth it for us. How long does it take you to make one of the banners? What all goes into the process of putting one together? It takes so long! It's definitely gotten quicker after having now made nearly 2000, but there are a lot of steps involved. Each banner starts with hand-cutting the letters, laying out the banners (cutting the shape, placing the letters), machine-stitching the text, sewing on the backing, ironing right-side-out, sewing a hem, hand-sanding and staining a dowel, adding the dowel and twine for hanging, and finally, trimming loose threads and cleaning up with a lint roller. Oh, and hand stamping and numbering a hangtag. There are many steps involved in each and every banner made, but every detail is important. Can you walk us through a typical day in your life? Most days are about production. We've been pretty busy the past few months working on holiday orders, and a two very large wholesale orders, so we typically have multiple piles of banners going at a time. I tend to work late into the night, so I usually to get to the studio around 11am. I'll start by laying out a stack of banners with any new letters I'd cut the night before. When my assistant Kaly comes in, she sets right to work stitching the letters on (she's a real champion and can sew the same thing for hours!) We've fallen into a pretty good routine, rotating around the large studio table from stack to stack, sewing, ironing, finishing, repeat. When I get home in the evening, I usually end up cutting letters for a few hours, in preparation for the next day. Somewhere in there I also find time to pack orders and respond to emails. Do you have any other creative projects in the works, or ideas you're looking forward to acting on in 2015? I have so many projects I want to work on! I've always loved quilting and really need to find time to make quilts again. I have a ton of banner scraps that I've begun dyeing with natural indigo. I'm looking forward to working those into a quilt or two, and making pouches. I also want to work on expanding my shop to include more goods, possibly some work by close friends and fellow artists. I've got big plans for 2015. Above: Secret Holiday & Co. X UO Dream On Banner Can you share more about the special pieces you made for UO? I was really excited when UO approached me about collaborating. I knew immediately that I wanted to create something youthful and romantic. Since most of my designs are created solely by me, it was a lot of fun to be sent a mood board and have the input of a whole design team. I'm excited to see the rooms these banners end up in! What are some of the challenges of running your own business? What are the best parts? Maybe my biggest challenge right now: letting go enough to grow. I think I really like doing things the hard way sometimes, like continuing to hand-write the address on each outgoing package. It takes a lot longer than printing out a label, but I feel more connected to each customer that way, and it feels more personal. And if someone emails to enquire about their package, I can specifically remember packing it up myself, no matter how many other orders I'd packed that same day because I took the time to write out their name. I'm sure it won't always stay like this, and I'm sure that time could be better spent doing a different job, but I like my system for now. It's pretty amazing to start a business from nothing, learn as you go, and then suddenly step back and look at all that has changed and progressed. And take note of the funny things you still do in exactly the same way. Can you offer some advice for other young entrepreneurs looking to create and sell their own work? Make something you believe in. Don't just make stuff you think people will buy. It won't work (at least not for the long haul). You have to create something you can stand behind 100 percent. Something that is uniquely yours and made to the best of your ability. Be willing to start off slow, find the best materials, learn the best techniques, be willing to even fail a little, but don't let that get you down. I was making banners for years before they really caught on. One day I just decided it was time to quit my other jobs and go for it; throw myself into it completely. I took the risk and it worked! I guess I'm pretty superstitious, but I kinda think no one took me seriously until I took myself seriously. If you really want it, you just have make it happen. Your work is ALL OVER the Internet! It's awesome! Can you share any stories that stand out about when you've seen your work in other people's homes, or when you've been surprised or excited by where your work has turned up? It is awesome seeing my work everywhere! I feel incredibly honored to have my banners hanging in so many homes around the world. I could list a few popular blogs I've been excited to see my banners pop up on, but honestly, I get just as excited when an ordinary, everyday person posts a photo to Instagram and tags me in it. I love seeing all the different spaces my work can occupy, but most of all I love the captions that often accompany the photos. It makes me feel so good about what I do when I receive messages saying how a simple wallhanging brought peace of mind to a stranger. I get emails like this all the time too and it's amazing. Someone will contact me wanting to purchase a 'Be Brave' banner for a close friend who's been going through a tough time, or a mother wants to hang an 'It's Ok' banner above their baby's crib. It reaffirms all of my reasons for doing what I do. It makes all the long hours of cutting and sewing so very worth it. Shop Secret Holiday x UO
'I think I forgot to tell anyone I dyed my hair blonde' are the first words out of Erika Linder's mouth when we meet. Standing on a street corner outside Blue Bottle coffee in New York, the 24-year-old Swedish model's recent travel schedule has been, in a word: insane. She's on the heels of a shoot in Paris followed by a week in New York followed by 24 hours at home in Los Angeles and back to New York on a night's notice; somewhere in the middle were three days in the Cinderella suite at Disney World. (Long story.) After this: Toronto. Then Big Sur. We'll forgive her lapse in hair updates. It's well-warranted demand — in an industry that seems cut and dry, Linder is rewriting the rulebook. Working as both a male and female model, images in her book range from personifying a young Leonardo DiCaprio to rolling around a Malibu beach in a bikini. She's striking in both a suit and a fully made-up face; it's an extreme versatility Linder carries with a cool, unflappable confidence and an eagerness for challenge. We spent the day with Erika on set of UO's newest lookbook, shot at the Ward Pound Ridge Reservation in Westchester County. In between takes, she talked with us about Nick Carter, crying-on-cue, and how the biggest advantage you can have is simply knowing what you want. Photography by Bobby Whigham. Tell us more about growing up in Sweden.[Points to the giant field we're shooting in:] This is my vibe. I grew up probably two hours away from Stockholm, on what was basically a farm. It was our house and a farmer's house. It was everything you imagine: When we got food, we would get it for like two weeks to stock up...we had cows, horses, chickens, all that. Do you think about going back there? I've never been a big city fan. I have a vision for how I want things to be: my goal in life is actually to just get a cottage in the middle of nowhere in Sweden. People always ask, 'What do you want to do with your modeling career?' and I'm just like, 'I really just want that house.' Sweden is so beautiful, especially the countryside. So, for sure I plan to move back. I don't know when, but later. You were scouted as a teenager but didn't have any interest in modeling at the time, right? I got scouted when I was 14 outside a concert in Stockholm. I was such a tomboy. I mean, I still am, but back then, when you're 14? I imagined that being a model was more about being a princess. I played soccer and could never have envisioned myself in this industry. So after high school I went to university but I didn't know what I wanted to do. What did you study in school?Funny enough, I studied law. Then I studied language — Japanese. But don't ask me to say anything in Japanese. What! Law and Japanese? What were you thinking you'd do?Yeah...I know. I don't know why I did that. I thought it was cool! Anyway!Then I finished school and graduated and then was at that age where — like everyone else — I was like, 'I want to travel.' So I returned to the thought of modeling and realized maybe I should just try it. I didn't have any expectations. My first photoshoot was dressed up as Leonardo DiCaprio for Candy magazine [in 2011]. And then it just kind of took off. So your first job was modeling as a male — was that a hard thing for agencies to get behind?The first year was pretty hard because people didn't know what to do with me. I get it. I mean, I'm a girl! So when they started pushing for me they were like, 'You have to be this, this, and that. You have to walk in heels.' I get that they pushed me for that. But at the same time I had my own vibe and was like, 'Well I think I want to shoot as a guy because that's how I started off.' I always had a vision that I didn't want to change myself. I still wanted to be me. But then I went to LA for the first time like two years ago and was really embraced — that's how I kind of became more of a 'character model' I guess. That's how it started off: LA pushed for me and that's why I am there now. It sounds like you've really been able to maintain a lot of freedom over what you do.Yeah, for sure. I feel like people are wanting me for me. It's funny, I can go do the most girly shoot in Malibu, running around in a bikini, and then the next day I go shoot a suit story. I like to keep a balance between them because it's so much fun to be able to do both. And to see the pictures afterward because it doesn't look like me at all! It messes with you, though. I did this shoot where I was a girl and a boy in the same one. And when I saw the pictures I was like, 'Oh my god.' I'm used to seeing myself as both a guy and girl but both in one frame…I don't get it. It was weird. Then they used part of it as a commercial where I'm making out with…myself? I actually saw it for the first time when I was at a theatre waiting for a movie to start. It's playing and I hear this dude behind me say, 'You can totally tell that's a guy.' And I was like, '…Well, I guess I'm doing something right!' Do you think about using that versatility you've developed in your career to do other things? What are your other creative outlets?I play guitar, drums, and piano, and I have been writing music since I was six years old. When I was a kid, I literally thought I was Nick Carter from the Backstreet Boys. I still love Nick Carter. Nick Carter! Such a rise and fall!But Nick Carter in the 90s! He was the best! I am such a 90s kid—he's my man-crush Monday every day. With his big middle hair part?Oh my god, yes [moves her hair to be parted down the middle a la Nick Carter]. It's so funny, once I did this to my hair and said to my friend, 'Who am I?' and she said, 'Aaron Carter.' And I got so pissed off. That is incredible. It's terrible. Anyway, I grew up playing guitar. I'm scared of doing it professionally or whatever, because I don't think I'm ready for that. It's something I want to do. But right now I just do it as a meditation. I go home and play guitar. I also have a movie coming out that I will start shooting in November. Have you seen 'Big Fish'? It's kind of like the weirdness level of that. I can't really tell the story, not because I'm not supposed to but because I don't really get it, honestly. But I'm excited about having that coming up. What's a typical day when you're not working?I play guitar, I go to bookstores...this is so boring! I go to Skylight Books in LA, that's my favorite. Right now I'm really into biographies. It's nice because you don't have to be reading it 24/7 to stay in the story. I read mostly men's biographies, recently Marlon Brando and River Phoenix. I have actually read...a Nick Carter biography. What? When was that even written?!I don't know! I Googled it! Speaking of 90s babes, let's talk about the Leonardo DiCaprio thing. Oh man, yeah. Well, people ask me about it now—'You know you look like a young Leonardo DiCaprio?'— and I'm like, 'Yeah, yeah...I know! I've heard it before.' I mean, I love him. One of my favorites. I just think people have adapted Leonardo DiCaprio as my male persona or something. I do love getting into that role, though. How did you get into character for the Katy Perry video [Linder stars in Perry's 'Unconditionally' video]?Oh man, one of the weirdest things I've ever done. First off, I had to get really emotional for it, which I just could not do. So I went into the bathroom and Googled 'Lion King Mufassa dying.' And, like 'My Dog Skip.'And I put stuff under my eyes to where they were like, stinging and watering. Everyone knew I was full of shit. It's great you've been able to do a lot things other than just 'model.'It's crazy because I don't do what models do. But I want to do it anyway, even if I'm not 'modeling.' I'm shooting as a real person, a figure. It's not just 'a guy' or a 'girl.' I'm going with what is. Whatever comes at me I'm just going to try to do my best.
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P.F. Candle Co., once known as Pommes Frites Candle Co., was founded by Kristen Pumphrey in 2007 as a DIY blog simply called 'Pommes Frites.' Since then, Pumphrey’s DIY craft making has been narrowed down to the luxurious candles that P.F. Candle Co. now creates. With the help of her boyfriend-turned-husband Tom Neuberger, Pumphrey has managed to get her small personal project off the ground and into stores nationwide. The company’s signature scents range from Teakwood + Tobacco to a beautiful and cheerful Summer Breeze scent. P.F. Candle Co. has now expanded into a space in Downtown Los Angeles’ Arts District, and has several employees. We visited Kristen, Tom, and their staff in DTLA to check out how P.F. gets their magical soy candles cooking and what their road to success looked like. Photos by Juliette Cassidy How did this all start? KP: After I graduated from college, I got a job at a craft magazine in New York. It was there that I was inspired by makers and wrote about people who did their craft for a living. After the magazine folded, I relocated to Austin to start my own business. Pommes Frites was officially born in late 2008, right around the time I met Tom. The P.F. Candle Co. line as is it is today was introduced in 2012 after we relocated to Southern California. Tom was always helping behind the scenes during this time (he calls himself the “grumpy craft fair boyfriend”), but when he finished school and we got married he decided to come on board full-time. It was then that the business really blossomed. What's been the hardest thing about starting your own business? The easiest? KP: The hardest part is work/life balance. Because we're married, there’s not a lot of time that our brains turn off from thinking about the business. We'll have a full work day, go home, and discuss plans, the day’s events, and develop new ideas and projects. We essentially have a 2 hour manager meeting each day after the close of business. Obviously this is a huge benefit as well - since we're both so passionate about the business and growing it, it’s never a boring subject and some of our best work gets done when we are unpacking things at the end of day. But sometimes we have to say “no emails, no social media, let’s just go camping and turn our work brains off”. The easiest is that because things move so quickly, it never feels like a slog at work. If you could do it all again, what would you do differently? TN: There’s not a lot we would change, but it would have been great to have a business plan. Our business plan was pretty much “Say yes to opportunity until we can’t physically say yes anymore!” It was born out of a real need to make ends meet - we didn’t use loans to grow the business. KP: I would also tell myself four years ago to have more confidence in both my own and our businesses’ abilities. Everyone and their mother wants to tell you how to run your own business, but ultimately, the most important person to listen to is yourself. Do you have any advice for other people looking to start their own business? TN: Don’t be afraid to do the hard work. We grew our candle business extremely quickly, so we had to put in the hours ourselves. We used our own “free” labor until we physically couldn’t do it alone anymore. It’s not a joke that it takes blood, sweat, and tears, but if it’s something you’re passionate about, it’s worth it. Be cognizant of what you’re creating for the marketplace, and be real with yourself. Is there a need or hole that your item can fill? If something like your product already exists, what makes yours different? Your business will have more sustained growth if you focus on creating a genuine brand and product, rather than following marketplace trends. How did you name it Pommes Frites Candle Co.? KP: The background of Pommes Frites is that my last name is Pumphrey, and I started the business when I was 22. I started it as just a cute DIY blog, and I named it Pommes Frites because that was my nickname: Kristen Pommes Frites. It was back in the MySpace days. It was really goofy and I just said I’m gonna name my business that, not really understanding that 5 years later I would be selling scented candles that people would think smell like French fries. We started going by P.F. to kind of simplify it. That’s just the quick background! Tell us a little bit about how you blend scents and decide which ones work? KP: This year has been a huge year of growth in terms of our blended scents. I took a perfume making class earlier this year to learn some fragrance fundamentals. I came to this company knowing about candles, but the scent side of things has been a whole new adventure. I love to create scents that offer a little escape or glimpse into a certain place. Our Neroli & Eucalyptus candle was inspired by the state we live in - California. At our old apartment in Long Beach, there was this eucalyptus tree that would drop its branches into the water of the pool. We paired eucalyptus with neroli (orange blossom) for a touch of California citrus. In terms of working with scents, we always do lots of testing to see how it transforms on the burn, how much or little the scent throws, and what improvements we can make before we release it. Personally I like a scent to linger in the air, but not be overpowering. It's the difference between a heavy hand of perfume and a little mysterious whiff. The latter to me is infinitely more sophisticated. TN: When it comes to the concept behind many of our scents I like to dig from the culinary wold and tell a story. In the culinary world you would mix different elements: savory and sweet, acids and fats. With scents I think about mixing herbal, smokey, and sweet scents. When telling a story I think 'What does this scent remind me of? Where was I, and what was I doing?' Right now Kristen and I are trying to create a scent that reminds us where we met in Texas. We're also trying to keep away from the novelty and campy scents, with exception to our campfire scent. We want the scent to stand on its own because it smells great. How did you choose this certain spot in DTLA? Kristen: the Arts District in DTLA is a mix of high-end restaurants and lofts and still functioning manufacturing facilities. Around the corner there are $2mil lofts; across the street there's a Chiquita banana produce warehouse. We really had to find a place that allowed us to get dirty, play loud music, but wasn't too terrifying for our customers to come visit. Tom: I'm in love with DTLA. Kristen and I got married just down to street from our studio. Since then I've had a hard time leaving. I'm not sure if people realize that Los Angeles is still the leader in manufacturing I'm the US. Much of that is in DTLA and we love the access to that. Being here has given us to connection and supplies. Where do you see the company going in six months to a year? TN: Yikes, funny thing is if you asked me this last year I would have said I would have been hopeful just to hire our first employee. Now, I'm hoping we get to start looking for a new production facility soon because I can't stop daydreaming about that. This next year my main goal is to keep our candles accessible while keeping our company values: handmade, quality, responsibility and authenticity. KP: We're looking to move into a bigger space that will allow us to continue growing our little operation! We have some new products up our sleeves, including some exciting collaborations, but we're also focused on making the company great and helping to improve our community. A year ago, the company was just Tom and me. Now, we're a team of nine. I never thought I'd have the opportunity to create a company like this, so we're focused on making it a good one - the type of company we’d want to work for, that makes you excited to come in to work every day. Shop PF Candle Co.
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