From Department Store Designer to Self-Employed Success: Meet Artist Lillian Farag

After learning to marry her passion for art with her interest in materials, Lillian Farag embarked on founding her unique business, creating unique and colorful prints and accessories. After three years as a one-woman show, she’s curious to discover how to take the next steps to grow her business and expand her reach.

We caught up with Lillian to talk about why craft fairs are big business for her, the importance of having a mentor and how to keep every day fresh and full of inspiration.

Name: Lillian Farag

Business: Lillian Farag

Started: 2013

How did you create your awesome job?

In 2013 I was working at Macy’s, developing prints and patterns for one of its labels. I felt stagnant, like I wasn’t learning much. I was ready for the next challenge, so I decided to go freelance. 

That decision opened the door for me to collaborate with other artists and make the leap into starting my own business making accessories. The venture wasn’t something I thought out, I just knew I wanted to create products using my skill set that I hoped people would like. 

It became a small business quickly — I wasn’t prepared for the demands of it, which is something I still struggle with.

Did you always know your career would be something creative?

I went to an art high school called Alexander W. Dreyfoos in West Palm Beach, Florida, where I was always surrounded by different creative people. I’m happiest when I'm with artists! 

From there, I attended Savannah College of Art and Design, where I started screen-printing, hand-dyeing and understanding how to manipulate fabric.

Who were your very first customers?

At school, I hand-painted accessories such as headbands and purses. I would sell them to my friends and my parents’ friends to make some money. After Macy’s, I made silk scarves and paper products, as they were the easiest to do on my own and needed little manufacturing. I only had a small budget back then.

Since I’ve gone at it alone, trade fairs have been amazing — I sell well at them and get lots of exposure. I do Renegade Craft Fair and local ones in Brooklyn, where I live. My core customers live here and their style matches my illustrations, which can be a little weird!

When did you know your business was going to work?

Some days I feel like I'm still figuring it out! 

Most of the time it’s just me in the studio and I'm still putting things into production as an independent designer, so it’s hard to know if or when that moment has come. 

I do feel a tremendous amount of interest and buzz, and I feel people are responding to my style, but ultimately it’s fashion design — it’s not something people need, and it costs money to invest in it.

What has been the biggest surprise so far after starting your own business?

Realizing I don’t have any free time! When I worked at Macy’s I thought, "When I’m not doing this any more, I’ll have more time to travel, paint, go to museums." But, it turns out, I have less time! 

I have to think about logistics, documenting, reaching out, production. There is so little time to create for the sake of creating, which really throws my process off. My motivation is knowing I can make a living from my art.

How do you price your products?

I wish I’d had a mentor to help me with pricing, someone who would have said, "Don't feel bad for pricing high!" Materials are expensive, plus there’s the work I put in, from painting to selling. 

It’s hard for me to think of my products from a business standpoint, as I want them to be affordable. In the beginning it’s better to accept smaller margins and get the product out. Then, when it’s time to reorder you can negotiate with the vendor and get the price down.

How important is looking at how your competition prices their products?

I do look at competitors. I want to fall in between the different price points, so I check out how much certain items cost on Etsy and Google.

What is your most effective means of getting new customers?

Firstly, craft fairs. They bring in a large number of people in a short amount of time. 

Secondly, Instagram. People come across my feed and ask me about my products. 

Thirdly, pop-up shops. They are exhausting to do, but they pay off in exposure if not sales. I also look at customers’ reactions to help set my pricing.

What does a typical day look like for you?

Every day is different! I'm freelancing one to three days a week, as well as running my label. If I'm working for myself, I wake up, go through pressing emails, list the big things to tackle that day, get orders out, try to create art for one to two hours, research online and work on projects. This week I'm focusing on leather samples, tweaking zippers and buttons, as well as updating the website.

I find tackling the bigger picture a little stressful. Sometimes I just want to go to the beach or go out with friends! 

If you could go back in time, what would you do differently?

I wish I’d put together a business plan. I never knew I’d be running a real company like this. I would’ve benefited from the OWN IT community! I had a product but I didn’t know how to get started, so it was daunting.

 
What’s one thing you would like to learn today from a community of other small business owners and self-employed professionals?

 When do I recognize that I'm ready to hire help? What’s a game-changer in marketing? Should I get a PR person? It’s a huge expense, but is it worth it? 

Should I send samples out to bloggers? How do I know when to move to a larger studio? Is it OK to lose money in the beginning? 

I would love to learn from other small business owners who have been through these phases.

Let's all help Lillian out with her questions!

QB Comunity members, do you have any tips for taking the next steps in a small business if you're like Lillian and you want to grow your customer base? 

How did *you* tackle hiring, renting a bigger studio or office, even expanding your marketing outreach? We'd love to hear from you! 

Share your own experiences in the comments below. :-)