Open_Sketchbooks

Years and years of ideas and inspiration

I've kept a "sketch book" for as long as I can remember.  My best friend gave me a black bound version when I was in, I think the 5th grade and told me that her sister had a book like this for school.  It should be filled with things that inspire me.  Words, images, thoughts, anything really that tickled my fancy and made me want to create.  Her sister was much older then us and going to school for fashion design.  I thought she was so cool.  I immediately began to fill the pages and years later I still have that book and the many that I filled after that first one.

Sketchbook Spines

In art school I got into the habit of keeping a few versions...

  1. Page after page of photos ripped from magazines to inspire me when I was working (I still make these and keep them at arms length when I need a jolt of inspiration)
  2. Books with actual sketches of anything from figure drawing to projects I was working on. (I also still keep this version, now filled with jewelry and web site ideas)
  3. What I came to call my sketch book...photos, calendars, to do lists, notes, mementos, inspiring images, project notes, movies stubs...you name it.

When I began Manic Trout I pretty much continued that same 3 book concept, and oh was I filled with ideas!  I was filling the third version in three or four months at that time, starting the business and trying to figure out what I was doing.   Soon however technology shifted my perception a bit, I started relying on the computer more and more and it started ever so slowly, that I hardly noticed it.  Until about a year ago, when someone asked if I still carried around a sketchbook with me at all times.  I realized that not only did I not, but that I had unwittingly began a digital sketchbook of sorts though the blog instead.

SketchBook1

versions of the first category below are kept right next to the jewelry supplies

I didn't really think about it again, until a few months ago, I began to work on the blog a bit...thinking about the point of it and what I wanted to accomplish with it and I again came back to the concept that I was using my blog in place of what used to be my sketch book.  That made me really happy.  I had been so disappointed in myself for abandoning something that was such a part of me and that I adored so much, but now I see that really it had just evolved.  Even better, now I can share it.

Now that I realize what I have been doing sub consciously, I plan on making it a bit more obvious.  I will bring in more of what I missed from that 3rd kind of sketch book.  I also may share a few of the pages from sketch books past, because they are so dear to me.

SketchBook2

I keep versions of the second category of sketchbooks by my bed and in my bag

I was just going through the whole pile of them all and it was kind of strange traveling back through the years so vividly.  My journals were all thrown out after the last flood, but I wasn't that sad about it as I hated reading them years later.  The sketchbooks however show more then just what was going on in my life...they show what inspired me, what I was doing, what was on my mind and as cheesy as it sounds, in my heart for all those years.

Sketchbook 2003

A page from one of the third category of sketchbooks in 2003

It was kind of sad to see the courting and love story unfold between my ex husband and I...he is the king of little notes and sweet things like that, and so many are forever saved in those pages.  At the same time though, it now seems that maybe I was so caught up in the romance that I couldn't see what was so obvious...we always wanted such different lives right from the start.  Oh well, at least we did realize it and now both have the lives we desired and have grown from our mistakes.

My my, I am so wise this afternoon!  Well, before I get caught up in memory lane I will sign off.  I hope you enjoy this digital sketchbook of mine...and onward we go...

 
Stissing Show

Le Shopping at The Stissing House

Part of the rebranding this year was to make myself known better among the local crowd.  Mainly because I feel very strongly about community, such as hiring from within mine instead of outsourcing and being an active part of it myself...but also because they all seem to be pretty interested when they hear about Manic Trout.  One way to do this has been to be involved in the few local shows which have been gaining popularity among local shoppers.  I was part of the pop up Community Day show in Millbrook, I had a Trunk Show this fall and this past weekend, I was part of Le Shopping at The Stissing House in Pine Plains.

I have to admit that this past week end at Le Shopping may have changed my views on doing shows...which had been that I would participate in as few as possible.  I now however think that shows once you are established are an entirely different ball game then when you are just starting out.

Tamarack Trunk Show

Trunk Show at Tamarack Preserve

At this point, I finally figured out how I like to be set up, so its much less stressful to plan and execute.  If I have a system and a plan, I feel much more comfortable doing something.  I by now have a local customer and fan base, which means if nothing else, I will be visited by familiar and friendly faces.  I also get to meet people who have read about me via press of heard of me word of mouth which is always nice.  This past show I met a women who heard about the show but had no idea I would be there,  as it turns out has been a website customer of mine for about 4 years and was so excited to see me there!  It was really wonderful to meet her in person, how cool is that??

Besides meeting people, I get great feedback on what people do and don't like...its an awesome way to see the interaction while shopping that you never see online!  It also is a great way to push the website..."If you prefer to shop online, I have a large and easy to use website and shipping is only $3!"  Many cards were taken after hearing this and you know what? After the second day, two of the shoppers from the show had already fanned the facebook page and I had a message from one!

Community Day 2010

Millbrook Community Day Pop-up Shop

My favorite part of this past show was however the vendors.   I was in a cluster with a few other shops and we were all from such varied backgrounds! One sells almost exclusively wholesale (and also just started doing local shows!), one works for a designer and is starting out herself and one is becoming known on Etsy. I had such a wonderful time chatting with them! We shared experiences and advice and basically talked creative business all weekend during the lulls. That was Heaven. I will do more shows for that reason alone.

At the moment I have no other shows in the calendar, but I will be sure to keep you up to date as they will slowly ease their way into my life. In 2012, I am even starting to wrap my head around my first trade show as I was greatly encouraged by this group to do so.  A whole new chapter is opening in the land of Manic Trout!

 

As I have stated and proved by now...a website is never "finished".  With manictrout.com I do a major over haul annually to keep up with technology and I find myself tweaking the site constantly.  I have however, changed to the new logo and made a few recent cosmetic changes to go with the new "look", so its feeling pretty complete right now and I am loving how it has all come together!  I thought I would share the screen shots with you so you can see the evolution and how it played out yourself.

We'll start with what the site looked like at the end of 2009.  I had done a redesign and HUGE over haul in August to implement a powerful shopping cart with all the bells and whistles, but started to feel that the website (and look of the brand in general) was no longer matching my design aesthetic.

Manic Trout Web Page 2009

Once I realized that I needed to re-brand, I began The Evolution. I did the initial redesign with the brainstorming and professional help of the PR & Marketing geniuses Bang + Collins.  I at this time started to interview graphic designers for a new logo design, so I used a text version during the interim.

Manic Trout Web Site Summer 2010

After a few months of no logo (which was kind of hard to deal with as the hardest past of the identity crisis was not really having an identity for awhile), and many discussions between the ladies of B+C, the graphic designer and myself, I received the new logo.  I was so thrilled with what Sean Thompson of THOMPSON created that I popped it into the site immediately.  Yay!!! Well, almost...I knew I was getting there, but something was off.

Manic Trout Screen Shot Sept 2010I had most of the navigation and technical aspects done at this point.  I had edited the item description and majorly changed how the item pages looked and worked.  The site had been trimmed, and the pros as well as customers have given their input.  I however still needed one more test to be done, and that was the 5 1/2 second memory test.  I had read about Clue from Meredith over at Smaller Box so I decided to give it a try.  Basically people look at a screen shot of your site for 5 1/2 seconds and then type the first five things they remember from what they saw.

I basically discovered that the logo and info about Manic Trout were memorable and stood out which is fantastic, BUT instead of jewelry being high on that list, the color pink was the big winner.  The press link magazine cover, Pregnancy & Newborn, instead of that Manic Trout having press was also too memorable for my liking.

So the other night I set to work and ripped apart the last of what I had been holding on to (mainly, the color pink) and tightened up the details.  The site however had a few graphic icks, which I was going to get to at some point soon, I swear!  While I was procrastinating from doing that task, I was showing the bf the ick and he pointed out a few tiny tweaks that were pretty a-ha!/duh moments for me.  The biggest a-ha! moment was that by making the jewelry images a tiny bit bigger, but not so big to change the screen width, they stood out more and made them more of the focus of the site.  Which brings us to the cherry on the cake of manictrout.com awesomeness which was when Sean Thompson, graphic designer extraordinaire came to my rescue and offered to cure the ick (yeah it was so icky that he noticed it and emailed me...oops!).  Overnight he waved his magic wand and did the miraculous job of clearing up the ick and all of a sudden, manictrout.com felt like home again...

Manic Trout RevampedClean, mature...and what do you notice?  The name Manic Trout, the jewelry and a stack of press.  Ahhh....happiness.

 

October

What, did you think I forgot all about the evolution?  Quite the contrary, I have been hard at work getting Manic Trout in shape and ready for the Holiday season!  I found myself yesterday pulled off the road and facing a fence which had this landscape sprawled behind it.  I had a few minutes to kill, and it was a freakish 78 degrees out so I lingered a bit gazing off into the distance.  I started thinking that I wish I could see into the future, even just a tiny piece of it like I could see the far off tip of the road...but alas, I cannot.  I often wish I knew what lied ahead so I could plan for it, but then I started thinking that as things change in the flash of a second, knowing the future would never really be certain anyway.  AND, isn't the journey...the getting there...the fun part?

I have felt that way about the rebranding and its been really fun kind of starting over...especially with a bit of knowledge under my belt.  I also realized that I have learned a few big lessons over the past few years.

  1. You are never done with your image/brand.  Embrace change.
  2. Perhaps 10,000 stickers are a few too many to order for a small business.
  3. What you thought two years ago to be your absolute aesthetic may not at all be now.

There is as expected a long list to go along with these few lessons learned, but these are the most relevant to me this week.  I have 6,500 stickers to figure out what to do with at the moment.

The truth is, who knows where Manic Trout will be in another year...my designs will keep evolving and so will the brand, that I now know is an absolute truth.  I am crossing my fingers that I don't have a flood again this year (although as I moved, so chances are good that I won't).  The last flood proved that really bad things happen (sometimes the same things twice!)  and while they may slow me down for a bit, I can just brush myself off (or dry mself) and pick up the pieces again elsewhere.  That lovely little disaster in fact prompted a great deal of change in both my personal and professional life and in a pretty great way, so look at how that worked out!

Basically my little roadside reflection made me realize that I cannot predict where the future will fling me, but I feel a bit more confident now that at least I know I can survive being flung.

 
Tim Walker for Vogue Italia, December 2005

Image by Tim Walker for Vogue Italia, December 2005

I've become kind of obsessed with the distress American Apparel has been in recently...I started Manic Trout shortly after it began and those of us in the Indie world thought Dov was doing a pretty cool thing.  The company has made themselves the largest US manufacturer, refusing to go over seas and at the same time paying reasonable wages.  The clothes were cool, the ads were fresh and although the man is a perv, he was accomplishing something pretty rad.

In all of the articles I have recently read, this point had stuck out the most to me however....

American Apparel hit the big time in the early 2000s, ensnaring twenty-somethings with the very same edgy ads and louche tees. But those twenty-somethings are now pushing 40, and they’ve moved on from harem pants and unitards.

It really made me realize how true that statement is...I was in my early 20's when American Apparel first hit the scenes and now in my early 30's the brand and especially their ads, no longer appeal to me.  As I have been immersed in the re branding of Manic Trout this summer it made me think that as a designer:

A. You have to target an age group with all new members every few years
B. You have to evolve for your loyal customer base as they age
C. Create a mix to both bring in a new, younger audience and design styles to evolve with the current customer as they mature.

Obviously the answer is C. and this is exemplified with the old guard of fashion designers. The very young cannot afford couture, but if you make them love you young, by the time they reach maturity...they will be ready to buy.  You however cannot ignore those young lovelies...ready to wear and levels of brands under a designers name usually takes of that.  I think often about this concept and one day will have to separate the trout to design for a broader range of price points.

But for now... I have been setting out to design for those of my own age group and beyond...maturity is starting to show in the pieces I have been working on...and yet I still want to keep the whimsy that Manic Trout is known for. Ah, a tricky place that design world is...the young, the mature, the editorial...there are so many levels to create for!

 

After months of working with graphic designers and marketing/pr experts...I almost have a new logo!!!  I say almost as I am showing this to you before it is actually mine, we JUST finalized the design a few moments ago and I have yet to pay the tab...it also may need to be tweaked color wise to be totally done.  But I am SO excited that I had to share with you!!

New manic trout logo

This was by far the biggest step in the re-branding evolution process.  Meetings, conference calls, emails and lots of layers of decisions led to this moment.  I am very pleased with the final result and excited to start the next stage...designing new printed materials such as labels, business cards etc...woo hooo!!!!

Jul 132010
 

Viva la evolution!!!

So it continues...I have been hard at work on the biggest stage of the evolution...reworking the website to have a more mature feel and while at it, improve the navigation aspects as well.

Manic Trout Home Page

The revamped manictrout.com

The new manictrout.com includes:

* a cleaner, less pink look

* better navigation features

* Shop by collections implemented and more categories to sort jewelry

* integration with facebook and social media

Still in the works are the descriptions being bulleted and reworked...I don't want to rush those however, so they may take a few more weeks to finish.  I also have a Graphic Designer working on the logo so that is subject to change too!

I would love to hear thoughts and comments...how do you like the new site?  Is there anything you wish were added?

 

Whew, I had a quite a week getting the Summer Line up and out, so last week I paused a bit with my evolution blogging...much apologies, but have you seen the new stuff??? Totally worth it!!

Yesterday the Manic Trout girls had such a productive day that it made me realize that I had gotten it right today and made sure we all had tasks that we were not only each good at, but were things that we each really like to do.

I realized how important it is to not only delegate, but to utilize the skills we each have, which thank goodness are all very different.  At this point the tasks are divided as follows:

Sierra does all design and computer work, including social media, photo editing, graphic design, correspondence, marketing, web page design and jewelry design.  Yesterday I spent my time emailing, and editing/posting/blogging the most recent edition of Out & About.

Renee likes tasks with lots of change...she takes all of the product photos, is in charge of the inventory, drills all materials requiring holes and is my right hand man.  Yesterday she learned how to go through the inventory and see what we needed made, then gather all of the materials in bowls (we like to use bowls here in the studio for everything!) so they were ready to be made.

Jacqueline prefers the quiet jobs that require focus.  She excels at labeling, packaging, and jewelry making, specifically creating loops on beads in order to connect them to one another.

I was so excited yesterday as we have just launched the summer line, and the next collection was actually created a few months ago and it is all ready to launch, that now we are free to focus on the fall and (gasp!) the holidays!!  Having put Renee in charge of one of the tasks I had on my over flowing plate has made one more piece of the puzzle of growth complete.  Its amazing how one tiny change can free so much of my time, make us work better as a team and give one person a job they love to do...I LOVE it when that happens.

Today I realized that its coming on the one year anniversary of Jacqueline coming to work at Manic Trout and this September will be Renee's one year as well.  I have no idea how I would have gotten through the past 9 months with out these girls and look forward to a new year of amazing things to come with them!!

 
Volcanos

a recent reason I fear manufacturing out of the country

I keep referring to "Locally and Hand Made" and I figure that now is as good a time as any to define what I mean by this, why it is important to me and where I plan to take this concept.  Being Hand made and being locally hand made are subjects of extreme importance to me as it defines a great deal of the kind of company I am building...or I mean ahem, Empire that I am building.

Two factors are taken into account right off the bat in this dilemma.

  1. That I have about 650 pieces of jewelry available at any given time, which means I sell usually under 100 of all of these designs per year.  If I had 6 designs and sold 1000 of each per year, that would make for an easy decision and I would never have had this dilemma to begin with and immediately looked into manufacturing.
  2. I do not want to sit on a large inventory of styles that may not sell.  Instead, I have the materials which can be used for another design if need be and there is little overstock to unload.

Then to add to the doubts I already have about manufacturing I have to throw this in...

  • Manufacturing in the US is possible, but rather expensive in relativity to that in other countries
  • I would have to afford to give both time and money to travel another country to set up all this manufacturing...both of which I feel are spent better elsewhere
  • I have been advised that due to political issues, I should avoid manufacturing in China
  • I speak English.  I can read French and speak enough Spanish to fire a second course in a kitchen and order a drink in Cancun...and that's about it.  It would be difficult to conduct business I know nothing about in a foreign language.
  • As much as I am no longer going to associate with the craft market, I still place a very large importance on artisan made and would like to remain creating designs intended to be hand made.

So what's a girl to do when her company grows and she has basically ruled out manufacturing as an option?  I decided to hire local help to assist me in a plethora of studio chores such as filing, label making, photographing jewelry for the website and inventory (one in a binder for studio reference and one which I enter in my websites database).

After about a year of working with me one of the two assistants expressed an interest in wanting to help produce the jewelry, yay!   I now have an extra set of hands and she is doing a great deal of the "piece work".  Piece work is basically assembly line work, loops created around both ends of  brass bead, or lengths of chain cut.  I then assemble the finished pieces and make sure it is up to my standards.  This is saving a great deal of time for me to be able on focus on designing new pieces instead!

The experience of hiring these girls, one who has a daughter and another job and the other who is in high school, has made me make it a mission to always hire locally from the community.  I feel it is of absolute importance to focus on the well being of those I live among rather then creating work in other countries.  Not only that, but as my studio is in my home, it is imperative to have people I trust and enjoy being around work for me and I have completely lucked out with both of my assistants, they are awesome!!

In the next few years, more assistants will have to be hired, so I can keep up with growing amount of jewelry leaving the studio, and eventually I will outgrow the studio as it is now.  I have thought about hiring local artisans to do piece work in their homes, paying them a fixed amount per item that is produced...be it lengths of chain cut and attached to clasps or gem stones wired to be linked together.  They would have to be briefly trained in the studio, given the tools and materials necessary and then off they go!  Depending on upcoming press for the fall, I may implement this plan sooner rather then later actually.

The reality is that my background is in design, not jewelry making...I would much happier if after the initial design and piece is created (and then worn aggressively and reworked if necessary) I don't want to ever make that piece again.  I have planned from day one to get to the point where other skilled artisans are making the actual jewelry.  This also creates an interesting opportunity for a high end line in which I am making one of a kind items myself, a signature line if you will.  Oh the possibilities!!

The big question then becomes, if I already need this much in the upcoming year or so, what does this mean for the future?  Well in my 10 year plan I am thinking I may be up to selling hundreds of each style of jewelry and that I will have trouble trying to keep up with that kind of demand if I have to be involved in making the finished pieces.  As that time approaches, I am planning on expanding my studio and obtaining a warehouse in Poughkeepsie (the nearby city that would benefit from a new job source) and filling it with my own equipment and space for piece work.   Part of the space would also become the shipping hub where all orders were processed and sent from (as the shop is all online).  I would be in a position to hire locals to both manufacture in this factory and handle the shipping aspect of the business, allowing me to design and run the business.

I'm getting goosebumps sharing all of this...I have voiced all of this to only a few people.  Why...ah that fear is a crazy thing, but I like to just ignore it and power on with my plan...keeping the big goals in my vision.  I do however need to keep those goals a bit more in my line of sight...its time to take it to the next level.  Do any of you have goals you've been nervous to share or say out loud?

 

Pink Flowers

Once the idea of re branding entered my head, I did what I always do in these situations...I started reading.  I have been going back over business books I hold dear, note taking on a brilliant marketing book, reading relevant current articles (mainly in the wall street journal as I read it online everyday anyway) and adding business and marketing blogs to both my blogroll and my daily reads.  In fact, the book I am reading for pleasure right now is about a guy getting his MBA at Stanford in the late 80's...kind of a cautionary tale for those looking to follow suite.  Three blogs in particular have been incredibly inspiring to me, so I want to shout out to them for a moment as many of what I am about to go into has been discussed there a great deal.  Crafting an MBA, Makery and Smaller Box are awesome blogs and well worth a daily read!

First let me get it out there that Manic Trout is all about being affordable, fashion friendly jewelry with great design.  I keep wanting to call it costume, but as I use a large amount of semi precious gem stones, specifically in the critters...its not really considered costume.  Don't get all worried that I am planning on rethinking that, but I need to sell larger quantities to make it work while stay locally and hand made (that's an entirely different topic I'll get to another day). So these thoughts are all part of the push to sell more.

There area few factors about pricing levels and perceived value that I have become increasingly interested in...

  • If all of your items are in the same price point, the higher end of that price point will be perceived as expensive, a splurge and most likely not sell often if at all.  Therefore there should be a very high end line which may never sell, but makes everything else seem more affordable....remember that line I used to have...Miss America borrowed some of it...it was fit for a Queen and incredibly decadent, took HOURS to make...well something like that is going to come back...I've been hinting at it for about a year, but now I really mean it.
  • A friend of mine once asked where the stuff was on my site that he could buy for his wife.  When I asked what he was talking about, he explained that he liked to buy her the really fancy versions from her favorite brands...the stuff she would never buy for herself.  Yeah...I got rid of that stuff for some reason, that was a stupid move which I now realize and have kicked myself for.
  • I read an article last month about young designers complaining about knocked off and undercut on their prices.  The expert in the article pointed out that you should rip yourself off first.  Basically you should take your most popular item...if it happens to be expensive, immediately make a lower end (as in less and cheaper materials/time) item to sell for those that cannot but the expensive version yet.  I found that point fascinating and released the Do You Know Me Necklaces which have little critters and can be had for $30 instead of the $60+ price tags of the big Critters.
  • Now that I am focusing on collections and seasons, I am trying to get rid of past collections each year to reduce inventory, cohesiveness on the site and the amount of time something is available.  I am planning to have a Classics Collection for the staples, but otherwise if you don't snag them when I realize them, you may loose out.

I love having a plan, and a better grasp of what that plan is...or what to plan.  I have always been disappointed that although I went to a University (Syracuse) that the art school (School of Visual & Performing Arts) did not encourage us to take business courses.  I took most of my electives in Philosophy and Anthropology because they had the best books to read (seriously, not well thought out...although I did read some great books!).  In my major (Computer Graphics...2d/3d animation) I had to take a ton of courses in the Engineering School, which basically at this point just means that I can create my own website.  I never however entered the Business School building, or even knew where it was truthfully.  I picked up the MBA book wondering if it were something I should do (which is kind of the point of the book...a writer pursuing an MBA at Stanford) and realized I would never be able to run Manic Trout and keep up with the curriculum.

So here I am, cobbling together my business knowledge through books, articles & blogs...and grilling and I mean sitting down and deeply discussing business with any person I know in the business world.  I have decided to even take it one step further and am sharing my finding here, please join in and add to the thoughts I have been presenting, we can only learn from each other!

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