DIYthing

Two weeks ago we introduced you to Amie Hirtes of NexStitch. Amie is a small business owner who has shared some really great ideas with DIYers interested for starting and maintaining a craft business. Today concludes our interview series with Amie, but you can catch more of Amie on Uncommon Threads on shows airs on Tuesday, June 19th at 7 am on HGTV (DIY’s sister station). Amie will create a Hawaiian handbag by adding an appliqué flower motif. You can also keep up with what is happening at NexStitch on Amie’s blog - nexblog.mycrochetblog.

And you should keep your eye out for this gorgeous skirt - it is a sneak peek of Amie’s latest design that will be part of a book that is coming out soon. It is her favorite personal project, for a book project - Sensual Crochet by Amy Swenson.

aDIYthing: Did anyone influence you in your career path or mentor you along the way?
Amie: I can’t pin that on any one particular person. I’d say Melissa Leapman for her keen business sense, Jennifer Hansen for her design aesthetic, and Ashley Paige for making knitwear a runway success.

aDIYthing: Who are your customers?
Amie: One of the greatest challenges is my customer base. They are mostly women (yes, I do get men who purchase patterns!) from 18 to 80 (believe it or not!). The greatest unifying factor is their desire to learn crochet, so age is not a boundary. Although, the older folks who contact me tend to be creating something for a younger family member. Those that are making for themselves are generally in the 20’s to 40’s age range and prefer an Anthropologie-like aesthetic.

aDIYthing: What do they like about your products?
Amie: I receive a ton of emails from both customers and visitors to the site and the overwhelming majority have an appreciation for clarity and professional approach that NexStitch patterns and videos offer. It’s a treat to hear someone say, “The instructions on the patterns are the most complete I’ve seen in the forty years I’ve been a needleworker. One would almost think you were a database designer in a former life!” or “This is wonderful! I am new to crochet at 53 years. I took one 2 hour class and left it totally lost; your web site videos have done it for me - I can crochet!”

aDIYthing: Do you belong to any web craft community groups?
Amie: I participate in just about every place online that crochet is discussed. Crochetville, Craftster, and a smattering of Yahoo groups feeds my crochet fetish.

aDIYthing: What type of tips would give other crafters who are trying to start a business?
Amie:

Research. Research. Research. I can’t say it enough. Before you take the leap, get a clear picture as to what your start-up costs will entail as well as your the time involved in your work. Decide if it’s doable to produce your product with whatever financial and time constraints imposed on you.

Carve out your own identity. Once you have that initial spark, go online and find out who your competition is and find something that will set you apart from them. I’ve seen small indie businesses fail because they get too caught up in “the grass is greener on the other side of the pasture” approach to their business. Remember: That’s because it’s covered in manure! All kidding aside, focus on what you’re doing to reel in the customers.

Make a business plan. Know what your goals are, both short-term and long-term, and make a plan to attack them.

Be prepared. Have a system in place to deal with customer-related issues. Reflect on your expectations of the businesses you support and what they do to keep you going back.

Brand yourself. Put yourself out there and be consistent about how you represent yourself on your site (if applicable), in your advertising, and in promotions. Consistency is the key!

Protect Yourself. Come up with an innovative, catchy business name and buy up domain names on the spot. Also, buy variations of that name, if you can, which you can forward back to your main site. You’ll be sorry if you don’t! For those who intend to be in the marketplace for the long haul, protect yourself with a registered trademark.

Business crafts diy Interviews