Today we’d like to introduce you to Zoe Johnson.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I was raised on an organic farm in Western Massachusetts, our primary crop was cut flowers. As a kid I worked alongside my parents harvesting and assembling fresh floral bouquets to sell at markets. I really resented having to work while all the other kids seemed to be relaxing by pools or headed to the beach but I believe working with the beauty of nature at a young age developed in me a heightened aesthetic for natural design. I was always a maker from a young age; marbling paper, making hand bound books, sewing my own clothes. I began my career as a crafts person first working in clay for many well know potters such as Frank Willett, Luisa Baldinger, of Sante Fe New Mexico, then, Jane Hillman and Michael Cohen of Massachusetts. Over time I developed an interest in jewelry, gathered some skills in silversmithing, and worked for Carla Caruso in her fine jewelry studio. Before my twins were born in 2007 I created my own lines of work and sold them in galleries and craft shops. Over my career as a crafts person I have worked in metals, wood, clay, and textiles. Sometimes for myself, sometimes for others. Leather is my new favorite. As I cut, stitch, and build my designs I find a magic in leather that feels like a gift because it is so close to nature. Just as wood tells the story of a tree a leather hide holds the story of a life on the range. Leather carries with it a variability that fiber doesn’t, there are insect bites, scratches, and scars that must be incorporated into the design of a bag. Sometimes a well place hole and patch can become the focal part of a piece.
From the ground up my family and friends built my studio overlooking the beautiful ridge of our 50 acre property with a view of the chicken coop and the vegetable garden. It’s an idyllic setting in which to craft and create. I have never been an artist, I am a true crafts person who seeks to take everyday items and hand build them with more heart and soul with a story of the maker, with a quality to last generations. I am naturally mechanical and the constant urge to work with new materials and new tools drives me to recreate my brand on occasion. I keep a small sketch book in my bag everywhere I go to capture an idea or a design thought. When I have a lack of focus I revise my little black sketch book to focus myself on what design I want to tackle next.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It can be hard to balance the demands of family life and managing a home while working from home, it takes great discipline to walk away from a dirty kitchen down the grassy path to the studio in a timely fashion each day. Managing all the layers in a studio business is a tremendous level of work, carving out time specifically for cutting, sewing, designing, computer work and paper work is essential to making it work. The new demand for social media has its pitfalls, large businesses have specialized employees to manage social media but for a small studio business this becomes an added layer to manage this new demand and self-promote. Doing it all is a huge strain on small crafts people, in any given day I am wearing many hats and some of them are a better fit for my personality than others. For me making and designing is the easy part, but still each job must be done. Creating awareness for what quality USA craftsman made products in your customer base requires a lot of education. Finding new ways to tell the story of your product is essential to building your brand. Pricing products for a wholesale and retail market is forever challenging, sometimes there is VERY little wiggle room for error. I find it is really important to remember to share my process with my customer, let them understand what Zoe Johnson Hand+Made really means.
Alright – so let’s talk business. Tell us about Zoe Johnson Hand+Made – what should we know?
Zoe Johnson Hand+Made is a small batch studio that creates one of a kind leather tote bags, cross body bags and purses from full grain leathers that speak to form and function. Designed and hand stitched by Zoe Johnson in her Western Massachusetts in limited quantities each piece is original and unique.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
Western Massachusetts has a thriving artist community that I feel lucky to be a part of. There is inspiration and advice to be had from looking at the success of many friends and past employers who are endlessly supportive of my work and my unique perspectives. My husband of course must be thanked for being the normal in the family who works a “regular job” and endlessly tolerates my obsessions with tools, processes and materials.
Pricing:
- Charlie Totes $180
Contact Info:
- Website: www.zoejohnsonhandmade.com
- Email: zoejohnsonhandmade@gmail.com
- Instagram: https://www.instagram.com/zoejohnsonhandmade/
Image Credit:
Luke Michael Johnson
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