Local entrepreneurs gathered together Saturday at art gallery MonOrchid for a small business workshop organized by Craft Culture.
The organization held its third business workshop that offered advice on how to successfully start a business, brand it and handle social media coverage. It also hosted interactive question and answer session with a panel of speakers, which provided a forum for the entrepreneurs to connect through multiple networking opportunities. The event lasted throughout the day.
Craft Culture founder Leanne Cairns said that she followed her own passion, rather than degree, to create the organization. Cairns said that Craft Culture’s goal is to help others follow their business dreams wherever it may take them. Cairns is an Arizona native.
Author and event speaker Pamela Slim said that, for entrepreneurs, creating a body of work to be proud of is key.
Slim said that everyone should define their “ingredients” to find their strengths in order to move their business forward, and building a community is essential because the storytelling is what ties everyone together.
Graphic designer Tara Hetzer, another speaker at the workshop, emphasized the importance of branding.
“Branding is important,” Hetzer said. “It’s how the client perceives you. It’s not what you think your business is, it’s what the public thinks your business is.”
Alex Evjen, a fashion stylist recognized by InStyle Magazine and Business Insider, spoke about marketing one’s business and “making it go viral.”
Evjen told entrepreneurs that staying true to their style and purpose is important to make everything authentic and a true representation of themselves and their businesses.
When asked about why she attended the workshop, artist Beth Allen said that she wanted to understand more about the business side of her work.
“I can paint all day, but I have a hard time doing the business side of it,” Allen said. “I’m trying to network and learn how to get work out there and be more business-minded.”
Speakers and coaches shared their experiences, favorite memories and advised the listeners on how to handle challenges they may come across in the future. They emphasized that it’s important to be authentic and to remember that problems can be opportunities.
Cairns emphasized the importance of direct interaction when trying to build a business.
“It’s all about having face to face time with people,” Cairns said.
Helpful hints they shared included knowing target markets, growing from failure, creating structure within businesses and taking time to network. According to the speakers, building a relationship inside and outside of a company is always beneficial.
“I make purses and I’m just trying to grow my business, so I was just hoping for some good motivation and inspiration, and so far so good,” said entrepreneur Madalyn Nault.
Cairns’ next event in Arizona is a weekend retreat in Sedona, tentatively set for October. There will be interactive business workshops, yoga and art to help attendees engage in networking and relaxation.
Contact the reporter at nlong3@asu.edu.
