Today we’d like to introduce you to Evette Goldstein.
Thanks for sharing your story with us Evette. So, let’s start at the beginning and we can move on from there.
My first career was Aerospace Engineering; my second career was Telecommunications Engineering; and my current career is Calligraphy!
My first two careers were exciting, interesting and wonderful but layoffs in both industries gave me the opportunity to create my third career (also exciting, interesting, and wonderful) based on my lifelong hobbies of calligraphy and drawing/painting.
I am a 50-50 left brain-right brain person and that is the perfect balance for all of my work ~ designing printed circuit boards for the Department of Defense and NASA before we had computers to do the designs ~ and the same was true in designing high speed data transfer/telecommunications lines ~ all of which require a balance of creativity and meticulous detail.
My husband, Rohn, provided the starting point for my next endeavor when he suggested turning my very part-time calligraphy ‘business’ into a full-time career in 2002. That was followed by the sage advice to write a business plan and have a website designed! BTW… he must have known I would take his advice as he had already found the domain name PrettyWriting.com was available!
Although I have a B.S. in Technical Management, starting my own business was a little scary. But, as they say, necessity is the mother of invention, so I jumped in with both feet! I had gotten calligraphy work from a variety of stationers and invitation stores but I needed to expand my sources of work and establish my ‘brand.’ I purchased print ads and explored how and where to make contact with event professionals. Long story short, My best success came from establishing relationships with and ‘courting’ event professionals.
This past February, I celebrated my 17th anniversary as the full-time calligrapher, janitor, and CEO of PrettyWriting.com!
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Pursuing my passion, easy? It was certainly rewarding, but I wouldn’t call it easy!
Oh, yes, there were struggles ~ just starting a business is a struggle. Even with a business based degree, there were many surprises along the way such as spending too much money on targeted, predominately wedding focused on advertising and publications.
The recession hit every very hard and with a wedding-centric business, I learned quickly that calligraphy, although not expensive, is frivolous when one is on a tight budget.
We’d love to hear more about your business.
The most common application for calligraphy is to address wedding invitations ~ and I do that. I address invitations for all sorts of special occasions. I also design invitations.
I can write in many languages including Russian and Hebrew as well as those that use the Roman alphabet (French, Spanish, Italian, etc.)
I am able to replicate virtually any style of writing.
All of my work is handwritten.
I believe, in addition to writing beautifully, I am known for and am most proud of my customer service. Many years ago, Jim Rohn, a motivational speaker said, “I would rather have a hamburger well-served than a steak in the face.” If I don’t treat my clients like gold, they will go somewhere else.
What were you like growing up?
Growing up ~ I had a great childhood! My hometown is South Lake Tahoe. My dad was one of two auto mechanics in town and my mom was a Deputy Sheriff. The best part is that I was an identical twin! We were very much alike and unique at the same time. We were best friends and biggest rivals. It just doesn’t get any better than that!
- Website: https://www.prettywriting.com
- Phone: 303-814-2869
- Email: email@example.com
- Instagram: https://www.instagram.com/prettywritingcolorado/
- Facebook: https://www.facebook.com/PrettyWriting/
- Twitter: https://twitter.com/PrettyWriter
- Yelp: PrettyWriting.com
- Other: https://www.instagram.com/art_by_evette/
Personal photo – Melissa Hirsch Photography . owner / photographer · Denver, Colorado
Photos, me writing – Kim Carroll Photo