Pop Ups, Profitability, and Presence
Hi there and welcome to my first post!
Nice to meet you :)
My name is Lexi Conners, and I am an artist, small business owner, and recent college graduate (woot woot). My business, LOOKS, is a lovechild of many of my passions: creativity, fashion, and mindful consumption. I create handmade wearable art in the form of tote bags, hoodies, and an occasional t-shirt. While this work is a dream and I’m incredibly proud of the progress LOOKS has made since its start in 2022, being a young business owner is challenging and full of trade offs.
I’m super excited to use this space to share my transparent thoughts on being a creative and entrepreneur: what I love, what sucks, and what inspires me to keep going. I don’t have many friends or family members who own small businesses, so I hope to build a community interested in exploring the messy intersection of being an artist who also(unfortunately) needs money to live.
In other words, I’m here to spill the teaaaaa in hopes that you’ll learn something or, at the very least, will be entertained. Shall we get into some content?
Throwback to Wintertime
Several months ago, I watched a compelling video about goal setting that inspired me to journal some personal and professional goals I wanted to achieve in the upcoming year. One of which was: make LOOKS more profitable by the end of April. Like often in my life, I hardly saw a clear path to this goal, and yet the Universe delivered. By the beginning of April, I had made an impactful connection with a local boutique owner, was participating in an art gallery gala at my university, and was invited to a vintage clothing market downtown. This influx of opportunities continued to fuel my desire to grow my business, but forced me to confront the interesting world of pop-ups.
What the Hell is a Pop Up?
As an online-based entrepreneur, pop-up appearances at markets and events provide the best opportunity to connect with new audiences. Let’s revisit last month’s pop-ups:
On April 11, I was a vendor at the Fralin Art Gala; this evening, I made only $6 but gained over 10 followers on my Instagram. This is no new experience: spending hours standing and presenting my business with minimal monetary payoff is regular for a small business owner. But look how CUTE I looked!
Let’s compare this to the Vintage Market on April 18 where I made over $70, gained a few followers, but felt the discomfort of being overlooked by the massive amount of visitors on a sunny Saturday downtown.
Fast forward, now, to a Queer Market in May where I was absolutely exhausted (graduation was the day before—what the hell was I thinking), only made two sales, and was frustrated by the selection of non artsy visitors.
Sounding frustrating yet? Then, it might surprise you when I say that pop-ups are my absolute favorite way to present my business, art, and creative vision.
Still, this balance of wanting exposure, needing money, and forced vulnerability complicates my relationship with pop-ups. Sooooo, what is there to do?
Did you think I had an answer?
I don’t. But perhaps we can begin to explore it together ;)
Accepting the Good with the Bad
Let us begin with the best part about pop-ups: engaging with people!! As an artist, it is SO special when people engage with my artwork, placing their own meanings and interpretations(like that one time this guy told me my LOOKS icon girl looks like a carrot). I love when people stop by my table to touch, admire, and talk about my art–that’s exactly why I made it! Consider this special moment: at the queer market in May I connected with another creative who connected me with a printmaking instructor and encouraged me to take a class(a skill I’ve been wanting to develop for YEARS). This is what makes it ALL worth it.
I’ve found that engaging with people about my art(who are often also interested in art) leaves me feeling inspired and provides an opportunity to talk about my passion and reason for starting my business: slow fashion. Now, I’ve written a lot already about the scary nature of the fashion industry and am constantly trying to figure out how to make mindful consumption and sustainability accessible and important to us all.
I should pause here and note that I am a girly whose social battery runs out pretty quickly when exposed to lots of new people, and I don’t necessarily believe in having an elevator pitch for visitors(maybe I should lol). Therefore, these impactful conversations that I LIVE FOR often require intentionality and build-up that is sometimes rare, depending on the event’s crowd.
Shall we venture over to the spooky side of pop-ups now?
Just imagine it: awkwardness, rejection, exhaustion. Coupled with several hours of standing on my MF feet? Oh hell nah! But seriously, pop-up appearances can be very exhausting, as I often feel an entrepreneurial pressure to present myself in a polished way that encourages sales. But I’m just not that type of girl, I refuse to force a connection if people aren’t organically called to my work.
Another factor complicating this for me is my location in Charlottesville, VA, which has a middle-aged, crunchy white vibe. While I’m constantly told I would find more success in fashionable cities like Richmond, VA, or New York City, that is simply not an option for me.
Let me be more candid: my art is bold, black, and edgy. So when I’m at events and don’t see people that match my target audience, it can often feel discouraging and trick me into believing that my art is not the freshest, MOST incredible thing to hit the scene. For instance, during my past three pop-ups, I have had the feeling that most of the visitors who glance over my art just don’t get it; it’s hard not to internalize this as a failure on my part.
Still something I’m unlearning…
Is this Getting a Little Long?
I think it’s time I wrap this all up, all this contemplating and writing has made me shy!
I want to end by saying that I cannot (and will not!) ignore the influx of new opportunities coming my way; this provides space for the good and the bad with pop-ups. Still, I must center my focus on the prospects of collaborating with new creatives, expanding my entrepreneurship skills, and making impactful connections.
It is mind-blowing to think that I started my business back in the summer of 2022, a leap of bravery to share my art with the world. The path since then has been murky, confusing, and magical: filled with opportunities and frustrations alike. The only way I know to move forward is by holding onto hope and courage; the momentum I have gained in the last couple of months(led by my manifestations and goal setting) pushes me to continue growing as a creator.
Expanding and sharing my business, LOOKS, through pop-up appearances is a journey of allowing myself to dream and release anxieties, understanding that I have no choice but to create. I invite you on this journey with me :)
Until next time,
XOXO Lexi Lee
First published on Substack. Read it there and subscribe.