The Woman
CR: Who are you anyway? How would you describe your personality?
HJH: My name is Heidi J. Hale. Actually it’s Heidi L. Hale, but it just didn’t sound right so I used my maiden name initial (Johnson).
My personality, hmmmm! Recently, in the classes I have been teaching I’ve been told I am animated, lively and hyper. No matter what I am doing, I like to have fun.
CR: Where do you live and with whom?
HJH: I live in Muncie, Indiana with my husband and two young children.
CR: What did you do before you started your business?
HJH: I was a boring stressed out closing agent for a title company until my husband and I started a family. Then I became a stay at home mommy.
The Business
CR: What is your business?
HJH: Hand made jewelry using sterling silver, 14 kt gold, leather and precious/semi-precious gemstones. I work out of my studio in our home.
CR: How was your business ‘born’?
HJH: By freak accident! My mom bought an anklet for me for my birthday and I fell in love with it. I wanted more anklets in different colors so I decided to make them myself.
I began to sell them on ebay to make some of my money back on the materials and the rest is history. Once the anklets began to sell I had ladies asking for more designs. Then I had them ask if I had a website so my husband created a website from scratch: heidijhale.com. From there, we had store/gallery owners asking if I would wholesale.
CR: What does your business specialize in? What is your trademark?
HJH: I try to create jewelry that is simple, yet elegant. I want to combine classic elegance with everyday casual to create a treasure that can be worn anytime anywhere.
My designs are made upon ordering. I allow my clientele to choose the length and colors of leather (if applicable). This allows me to never have to put items on sale and I have spoken with many ladies that are grateful that I make “their” size jewelry whether it is teeny or not so teeny. Everyone deserves to wear unique fun jewelry, no matter what size they are.
CR: Where do you draw your inspiration from?
HJH: The materials I work with are what inspire me! I love to find unique gemstones that not everyone has heard of. I have all my stones displayed on shelves (that my dad built for me) in clear plastic containers so I can sit and stare and play around with them until I find that unique combination I am looking for.
CR: How has your business evolved since its inception? What have been the biggest lessons learned along the way?
HJH: When I started selling my only goal was to make some of my money back from the materials I had bought. It seems that one opportunity after the other would appear at the right time. Now I have a publicist on the East coast and she has opened so many doors for me!
The lessons I have learned along the way are don’t bite off more than you can chew, let opportunities come to you and be patient. Also to network network network! You cannot have a successful business alone. The Indie community has been such a huge part of my success. The gals I have met are wonderful and I rely on them quite a bit, mostly for support.
The Balancing Act
CR: How does your business fit into your family life? Is your family supportive? Are you able to achieve a comfortable balance?
HJH: I feel very fortunate to be able to work at home since my children are still young. My studio is conveniently located so that I can still enjoy the family whether they are in the family room, living room, kitchen or the patio.
My family is very supportive. Everyone is always excited to hear of the next opportunity. Not to mention my husband, dad, and grandpas are thrilled that I get excited over tools now! I don’t think they would have ever thought I would have hammers on my Xmas list.
As far as a comfortable balance, some days yes, some days no. The kids are great! They know when I’m in my studio, mommy needs to work. Right now, my business is full time 24/7. When both kids are in school I will be able to have more of 9-5 hours. Until then, I am enjoying my business and family all at once.
CR: What are the biggest challenges you face in running your business?
HJH: Time! I do not have enough time in the day. My biggest challenge right now is transitioning from doing everything myself the way I want it to hiring someone and giving up some of the control.
I’ve known this day would come and I’ve always dreaded it. I look forward to giving up some of the work load but trusting someone with my “baby” is very hard to do. My mom does work for me everyday for about four hours. She has been a life saver! Without her I couldn’t do it all by myself. I love that we get to spend so much time together. We are great friends!
CR: What do you find most gratifying?
HJH: The last six months I have received orders from the UK, Guam, New Zealand, Spain and Germany. That is very cool! Seeing my name in a couple magazines and in stores has been great too. When I began selling my designs three years ago I would have never imagined I would be at the point where I am today.
The other day my mom was working out and someone across the gym asked her if that was a Heidi J Hale necklace and that made her year! She is a very proud mom. I never imagined myself having my own business but now that I do, it feels so good!
CR: What are your aspirations for the future of your business?
HJH: I want to slowly grow to where I have a staff filling the orders and I am designing full time.
CR: What do you think are the most common misconceptions about starting a business like yours?
HJH: The dedication and work involved. If you don’t eat, breathe and sleep your own business, it’s not your passion. If you are not having problems sleeping at night because of the million ideas running through your head, then you are not ready.
You also need to have a clear vision of where you want to be in one year, five years and so forth. Keep your goals practical and don’’t leap forward too fast.
CR: What advice do you have for aspiring designers and/or what do you wish you had been told when you started out?
HJH: Find your niche! That’s what will separate you from the rest. An important thing to remember when developing your product is to develop an image to go along with it. I always say, do you want to be a Kmart or a Target? Sears or Nordstroms? Claire’s Boutique or Tiffany’s? Decide how you want your company to be perceived and what market you want to reach. This will help you decide your long term goals.
One thing I wish I would have done when starting out is taken a business class or two. I just want to do the fun stuff, I’m still having a hard time putting effort into the office/paperwork.
CR: What would we be surprised to learn about you?
HJH: I never wore jewelry until I started making it. I had the typical silver or gold earrings and necklace, nothing exciting at all. I had no interest. I could take it or leave it. Now it’s my life!
*Editor’s Note
Since our interview took place, Heidi has launched a new website design and introduced many new jewelry pieces, with more to come. Check out the gorgeous, new and improved site at heidijhale.com.
Kathy Cano Murillo, AKA the Crafty Chica, is a writer who spends most of her time writing about books by other crafty authors.
Recognizing the lack of representation of Hispanic culture in the craft world, she decided to take matters into her own hands.
Her new book, ‘Crafty Chica’s Art de la Soul: Glittery Ideas to Liven Up Your Life!’, is full of fun, unique projects including DIY Latino crafts, jewelry, clothing and accessories.
Want a better look? Check it out on Amazon!
When you first log on to the Safety Girl website, you are greeted with a cheerful announcement that says, “Give her the only safety kit that will help with just about every roadside emergency a woman could have.”
I can’t think of a better way to describe these adorable kits than as a must have for anyone with estrogen! Here’s the full list of what’s inside every Safety Girl Roadside Emergency Kit:
* Space® Brand Emergency Blanket
* Emergency Candle
* Safety Matches
* 5 Bandages
* 2 Antiseptic Wipes
* Instructions to Change a Flat Tire
* Instructions to Jump Start a Dead Battery
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* Accident Record
* Safety GirlT Pencil
* Purified Water
* Ritter® Sport Chocolate
* ZoxT Breath Freshener
* Safety GirlT Lip Moisturizer
* Bloom Aromatherapy Headache Remedy
* OxiClean® Instant Spot Remover Wipe
* DoveT Anti-perspirant
* Speedy Clean Cleansing Wipes
* Sight Savers® Eyeglass Lens Cleaning Tissue
* 3 o.b.® tampons
* Emergency Sewing Repair Kit
* Professional Nail File
What a creative idea and an amazing gift for women everywhere!
