Cathy Pascual on starting her handmade business, her creative process and balancing family and business

1. In a sentence or two, could you tell us what you do?

I love making things that make a home cozier, personalized and heartfelt with bit of vintage feel thrown in. Through Catshy Crafts, I put to use my love of photography, crafting and design to create custom-made embroidery hoop art, yarn wreaths and felt flowers.

2. How did you get started?

A friend of mine curated art shows for the cupcake shop where she worked. In the summer of 2011, she asked me to fill in for another artist who dropped out. My friend knew how much I loved to make paper crafts for my daughters’ birthday parties and thought my work would look great in the shop. I made paper flowers, felt garlands, and embroidery hoop art to decorate the space. This art show, which I called the “Pretty Craft Show,” became the soft launch of my Etsy shop, Catshy Crafts.

3. What three words best describe your personality?

Shy, Thoughtful, Creative

4. What’s your favorite part of your creative business?

My favorite part of my creative business is photographing my work. When I can capture the mood or spirit of one of my items, I am so happy! I especially love when I can convince one of my daughters to pose with my items. The items seem to come to life even more when they are held by one of them. Not only does it show scale, but it conveys some of the joy and care that I want my customers to feel when they receive one of my items.

5. What’s a typical workday like for you?

My work days revolve around my daughters. My youngest is 3 years old and only goes to preschool two times a week so much of my time is spent with her, taking her to school or the library or a playdate with friends. I grab time in the morning before anyone wakes up to check my e-mail and ship orders. My husband, who works at home as an indie video game developer, also carves out time of his work day to spend time with our daughter, so I can work then too. It is only after the kids are in bed that I do the majority of my work (usually on the couch while I watch a favorite show on Netflix with my husband!).

6. Where do you get your inspiration?

I am inspired by my daughters. What makes them happy. What they would love.

7. What’s your creative process like?

I usually start with a color scheme. I grab felt colors or yarn colors that I love. And then just start creating! Some of my creations don’t make it to the shop, but I think it’s important to experiment and create without having a big plan on how it will end up. For custom orders, the customer will often have a motif or idea she would like me to create. I will do a few sketches or describe ideas I have, and let her choose her favorite.  It’s a great feeling to collaborate with someone and have them love the result!

8. How do you balance family and business?

I’m not gonna lie. It’s very hard to balance family and business, especially when first starting out. Your creative business is almost like another child, needing constant love and attention in order for it thrive.  I am still learning how to strike a balance between the two.

My husband is an indie game developer, so he understands what it means to have an indie craft business. As for my kids, they are aware that my business is important to me and know that sometimes I need to work. But it’s hard when your work is at home. I do try to involve them in my business in small ways – taking them to the post office or showing them finished pieces or asking them to model a hoop art or wreath for me. In the end, I think it’s a positive experience for them to see their mom love what they do and do what they love!

9. What advice would you give to someone who would love to do something similar to you and sell her creative products on Etsy?

My advice would be to read everything you can about starting an Etsy shop. There are so many free resources out there, especially on the Etsy Forums. From naming your business to photographing your items to pricing your items, you can learn from those who have already been there, done that. Join an Etsy Team for support and advice. I have found that the creative community is very welcoming and helpful to each other!

10. What’s the best creative business advice you’ve ever received?

The best creative advice I’ve received was something along the lines of: if you are pleasing everyone, you’re doing something wrong. Not everyone will like your stuff. And that’s okay. You are looking for those people who LOVE your stuff.

11. What’s been the most difficult thing about building your creative business?

The most difficult thing about building my creative business was promoting myself. At first, it went against my shy nature to share my work with others, let alone ask people to buy my work.  But, I am getting over that hurdle.

12. If you had to pinpoint one thing that has helped your business more than anything in the past year, what would it be?

What a great question! I have re-typed this answer several times already because there have been so many things that I feel helped my business. From joining an Etsy Team to winning a membership Laura’s Roeder’s Social Media Marketer’s program to posting to an Etsy Forum to writing a photography tutorial for my blog, each of these things helped my business grow or grab attention. The one thing that they all have in common is that I “showed up” for something, even if it was new or scary or I didn’t think it would lead to anything. You never know what great thing will come your way, if you just put yourself out there. Of course, I know it isn’t easy sometimes to participate, but sometimes it really pays off.

13. What books or magazines are you currently reading?

Mollie Makes, Artful Blogging, Grow Your Handmade Business by Kari Chapin

14. What are your top three favorite blogs?

Oh Hello Friend, Dear Lizzy, Raising Happiness

15. What are you currently working on? Anything new coming up?

I am always working on new personalized embroidery hoop art. As customers make special requests for new color combinations or designs, I add them to shop. I also have an idea for a hoop art that has been brewing for over a year!  It combines my latest love – Instagrams – with hoop art. I can’t wait to reveal this new design in a few months!

{All photos provided by Cathy Pascual}