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Indie Spotlight – Joanniel Creations

To continue the traditions of Girl Indie, I decided to start an Indie Spotlight feature on the blog. I will be scouring Etsy and other sites to find interesting designers that I think you would love. The first one up is Joanniel Creations. I sat down with the owner/designer, Joannie Leclerc recently to talk about her business.

When did you start Joanniel Creations?
I actually started making jewelery five years ago, but only started joanniel creations in 2007. It actually coincided with my first pregnancy and so I had to put my business on hold for a while. Now that my baby is almost two, I am able to give more of my time to my other baby, my jewelery business.

I discovered Etsy in October of 2009 and that has become my main selling venue at this point.

Why did you start Joanniel Creations?
For as long as I can remember I have wanted to have my own business. I just never knew what kind of business that would be up until 5 years ago. It actually happened all by accident. I lost a pair of earrings that was very dear to me, and that’s how I started making jewelery. I wanted to make myself a pair that would replace the ones I lost. Then I realized I really loved making jewelery and I was actually very good at it. It sort of took over my life. I started buying all kinds of beads and other supplies and before I knew it my kitchen was overtaken by beads. I realized that jewelery making was a real passion and it just made me truly happy. I don’t know quite how it happened but one day I realized that this was it. Jewellery making was going to become my very own business. I guess I started joanniel creations to fulfill a lifelong dream of mine. Now, I am very proud to be able to say that I have my own business.

How did you come up with your name?
My name also came about a little by accident. Originally my business was called jewelery box. Then I discovered Etsy and opened an account to make a purchase for myself. I registered under the name joanniel which is my first name and the first letter of my last name. I realized I couldn’t change my Etsy account name once it was already too late. So I started thinking. Then it all sort of made sense to call my shop joanniel creations. I wasn’t sure at first, but now I am really happy with it. I decided to change the name of my business as well. I actually think this all happened for a reason. Now I really have a unique name that represents my business well and it is very easy to search for online. If anyone searches for joanniel or joanniel creations I am on the first results page. This was not the case when my business name was jewelery box. I think joanniel creations is a great name that is easy to remember and I couldn’t be happier with it.

Where do you come up with the inspiration for all of your beautiful products?
I find inspiration everywhere. Magazines, posters, billboards, fashion, photography, nature. I love observing people and what they wear. It often gives me great ideas. Even browsing at the mall is a great way to come up with new creations. Sometimes, I just get ideas that pop into my head out of nowhere. It all depends. Sometimes it can even be a scent or a feeling that gives me inspiration for new pieces.

What is your favorite thing about having your own business?
I get to work when I want to and not when I have to. Although, it’s really rare to feel forced to do something when you love it so much, but it can happen. I also love that I get to make all the decisions about everything. I even get to design my own invoices and there’s no one there to make a comment about my work. That’s awesome! It’s wonderful to be in charge of your own destiny.

What is the most valuable piece of advice you’ve received or tip you’ve learned that’s helped your business succeed?
Not to compare myself to other people and their success. It’s important to focus on your own business and give it the time it needs to grow.

What advice would you give other women wanting to start their own indie business?
Don’t measure your success by how much money you are bringing in. Starting a business takes time and it doesn’t happen overnight. I am fortunate that I am a stay at home mom and I have the time to devote to my business. Whether I make money or not with my jewelery right now is not a big issue in my family since my main job is being a mom. What I mean is that the finances are fine so if it takes 3 years for my business to get to a point where I can live off it, that isn’t a problem. Success should be measured by how you feel about where you are in your life, and if what you are doing makes you happy. That’s probably the most important advice I can give.

1. Blossom baby blue flower earrings
2. Woodland black and red gemstone bracelet
3. Princess flower pearl necklace
4. Fire gemstone ring

You definitely need to check out her shop! All of her items are absolutely beautiful. I also love her advice to not compare yourself to others in the same field as you. Even I have a hard time with this sometimes but it is so important to be confident in your products and what you offer your customers.

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