Doer of the Week: Anna Attard

What were you doing (careerwise) when you decided to create your own business?

I created Amelie Jo about a year after my daughter was born and I became a stay-at-home mom. I have always worked in retail.

When did you start your business and what inspired you to do this? How did you turn your dream into a business plan?

My daughter has always been my muse; however, I am not quite sure where my design ideas come from. I usually look at a fabric that I love and imagine what I could turn it into. I gravitate to anything vintage or antique, so when I coined the phrase "vintage inspired kids" I always had in mind trying to stick to a specific look which has now become my trademark. I have never had a business plan -- something I wouldn't recommend because it has taken quite a few costly mistakes to make my business profitable.

What was your start-up cost? How did you get the money, and what did you use it for?

I had a business credit card that I used to purchase materials and open my Etsy shop.

What was the biggest obstacle?

My biggest obstacle has been time. I work around my family's schedule and I don't have a babysitter or any help full-time. It is a challenge to not be able to work on an idea when it pops into your head or to feel rested the next day when you have been up until all hours of the night trying to complete orders.

Did your friends and family support your dream?

Yes, they do to a point, but no one really knows what it is like to run a home-based business. Working from home is usually everyone's dream, but it is hard to be productive when you are constantly interrupted.

How did you maintain your confidence when doors were closed in your face, when people didn't get it or said no?

I have been very lucky in that I haven't received much criticism of what I do. I think that if I had more time to work on promotion, I could take my business to the next level.

How long did it take you to get everything off the ground?

About 3 months.

How long did it take for your business to become profitable?

More than a year because it took me awhile to realize that customers would pay for my work and not just my materials. Handmade artists have a constant struggle with pricing and generally undercut what they should be paid for their talents.

What do you love most about being your own boss? What are the drawbacks?

I love that I can spend quality time with my daughter and that I don't have to miss important events in her life because of a work schedule.

Where do you work from?

My upstairs studio.

Do you have employees?

Just me!

How has your involvement with Martha Stewart's Dreamers into Doers helped you and your business?

Martha Stewart has been an inspiration to every mom out there who dreams of having a little something for herself. I like interacting with other women who share the same struggles that I do. It is a very supportive atmosphere.

How have you been using social media to grow your business?

Most definitely! You pretty much have to in order to be noticed!

Do you have entrepreneurial role models? What's so inspiring about them?

My family has always operated their own brick-and-mortar businesses, including restaurants and bookstores. I think that there is a certain spirit one has to have in order to make your own business successful. It can be scary to go out on your own!

How did you learn and acquire the skills you use to make your business successful? How do you continue to grow and learn?

I am a self-taught designer and seamstress. Practice always makes perfect and I am good at learning from my mistakes.

What's the best piece of business advice you ever received? If you had it to do over again, what, if anything, would you do differently?

The best advice I have received was to raise my prices and not diminish my handiwork in any way.

What is your favorite product/service that you offer?

I love custom orders.

What is your best selling item/service?

My dresses.

Is your "Dreamer" business your full-time job?

My full time job is my family.

What advice would you give to Dreamers who haven't become Doers yet?

My best piece of business advice is to come up with a unique product. If you make or sell something that a consumer can find in a hundred other places it will be much harder for you to succeed. 

Keep up with Amelie Jo:

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Etsy
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