Today we’d like to introduce you to Leigh Standley.
Leigh, can you briefly walk us through your story – how you started and how you got to where you are today.
I moved to Boston from the Midwest in 2000 to take an art director position at an advertising agency in Cambridge. After the .com bubble burst, I was laid off and took another ad position at a smaller marketing firm. Then 9/11 happened, and I was laid off again.
I landed in Back Bay working as a manager at a friend’s yoga studio. Taking a break from the tumult by doing something different, and frankly, it was fun.
To stay creative, I began making collage cards for my friends back home. The owner of the studio asked if I would make some art to hang in the bathrooms, and soon I was selling prints like crazy on the side.
Life was good.
My boss pulled me aside one day and said: “You should be doing this. Like, for your life”
I said, “No Thank You.”
I never wanted to run my own business. I liked working for other people. I didn’t think I had the chops for it.
Then she fired me. (Lovingly) Told me that this was the time.
After a string of life-screwing up/altering decisions, doing the starving artist thing, catering, nannying and generally busting my butt. Having and breaking up with a business partner, Curly Girl Design became my full time job in 2003.
We went to our first trade show in 2004, won my first LOUIE award (the Oscars of the greeting card industry) in 2005 and grew steadily from there.
Now, with a team of 8, in our 14th year we sell greeting cards and gift product based on my art and writing in roughly 2500 stores across the U.S., distribute product to Canada, Australia, New Zealand, UK and South Africa and have a thriving direct to consumer website.
In 2006, I opened our first retail store, Marmalade, in Belmont. It grew to a larger location in Belmont Center and became a local favorite and destination for Curly Girl fans from all over.
I sold the retail store after 10 years in 2016 to focus on the wholesale side of the business and my twin toddlers.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Starting and running this business has been one of the most rewarding things I have ever done and is simultaneously and consistently the most challenging thing I will ever do.
We have experienced terrific success, and recognition and/but are constantly challenged with how to make it all work.
Managing a team of mostly women, creating a culture that is supportive and flexible and productive, staying relevant in the landscape of our industry, staying true to my voice and the voice of our brand, making the money to make it all work. It’s constant. And not for the faint of heart. Sometimes, it’s not even for the strong of heart!
Please tell us about Curly Girl Design.
Curly Girl Design is a line of greeting cards and gifts (mugs, journals, magnets, stationery products, wall art) that is based on my illustration and writing.
“We make cards for people, not occasions.”
Our goal is to CONNECT and INSPIRE.
Connect people to each other and themselves, and help them say the things they want to say, but didn’t have the words, without being cheesy.
In a landscape of product with WORDS on it, where everything you touch has an ‘inspirational quote’ on it, we are very proud of our original content.
All of the quotes on our product are written by me.
My work is known for its whimsy, bright colors and patterns, blithe humor, and inspiring and observant candor. Our bestselling cards are consistently in the sympathy/support category. People buy them 10 at a time.
If you had to go back in time and start over, would you have done anything differently?
Oh man.
There are a few decisions that I wish I could have a do-over on, but I have learned a great deal from all of it so far, and even though it is stressful and occasionally painful, I think the only thing I would do differently is believe in myself sooner.
I had everything I needed at my disposal. I still do.
The trick is knowing that in time.
Pricing:
- Greeting Cards $4.25
- Small Batch Chocolate bars $6.50
- Mug $17.00
- Wine bottle straw cards ( “Bottoms Up! Bottle Straws) $6.85
- Journal $17.50
Contact Info:
- Website: www.curlygirldesign.com
- Phone: 617-916-9431
- Email: info@curlygirldesign.com
- Instagram: @curlygirldesign & @leigh.standley
- Facebook: @curlgirldesign
- Twitter: @CurlyGirlDesign
Image Credit:
All images property of Curly Girl Design, Inc. All rights reserved.
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