Daily Inspiration: Meet the Founders of Artisan Ave

Today we’d like to introduce you to the Co-Founders of Artisan Ave. Kristin Rashid and Jessica Edwards shared their story with us below.

Jessica Edwards and Kristin Rashid are co-founders of Artisan Ave, an online artisan catalog designed to help artisans be found by online shoppers, despite their small business’s SEO ranking. We are both artisans ourselves. Jess is a wood-turner and owner of Turning PNT Studios. Kristin is a potter and owner of Krash Pots.

Drawing from our own experiences, we understand the challenges of selling handmade goods online. Often, creators feel compelled to use well-known craft e-commerce platforms like Etsy because their websites struggle to appear in search results. However, these platforms come with their own set of issues. Sellers are bound by the platform’s rules and fee structures, their unique branding is overshadowed by the site’s branding, customers are exposed to similar items from different makers, resulting in lost sales, and more.

To be clear, we don’t believe there’s anything wrong with selling on Etsy or similar platforms. Our goal is to provide artisans with an alternative: the opportunity to be discovered online without relying on large e-commerce platforms. We aim to empower makers to take control of their e-commerce operations and, in doing so, increase their profitability.

We strongly believe in supporting the handmade industry because if artisans don’t succeed in business, there’s a risk that mass-produced products will overshadow the craftsmanship of handmade goods. Artisan-made pieces are infused with passion, value, and a rich history that sets them apart from their cheaper, mass-produced counterparts.

Our mission is to support this industry to ensure the tradition of handmade craft endures.

We all face challenges, but looking back, would you describe it as a relatively smooth road?
Not at all!

We initially planned for an early summer launch, but as we write this at the end of October, our platform still hasn’t been launched. We’ve come to realize that our platform requires a far more complex back-end than we initially anticipated, which has led to numerous challenges for both us and our developers. Neither of us has previous experience with custom website development, and it’s safe to say that we’ve been learning a lot throughout this process.

The silver lining is that we genuinely enjoy working together. Even on the most frustrating days, the experience isn’t as daunting as it could be if we were tackling this project on our own. We both have backgrounds in running solo businesses, so sharing decisions, responsibilities, and tasks has been incredibly refreshing. While we value our friendship above all else, we also believe that we make a formidable team when it comes to business.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
We both have creative backgrounds, so we bring a lot of experience and understanding of the industry to Artisan Ave.

Kristin: I embarked on my professional photography journey in 2017, specializing in equestrian sports photography. This role took me to various national equestrian competitions. Additionally, I built a substantial client base, catering to families and seniors when I was back home.

However, in 2020, I made a strategic shift in my photography business. I transitioned to commercial branding and product photography to reduce my travel commitments and spend more quality time with my family during weekends and evenings.

In 2022, I discovered my passion for pottery as a hobby. Learning mostly from YouTube tutorials, I’ve enjoyed a year of both successes and failures. This journey has resulted in a substantial collection of pottery, and I’m now seeking sustainable methods for selling my pieces. Shipping pottery can be quite challenging due to its fragility, which has motivated me to explore local customer opportunities. I’m keen to avoid the need to attend craft fairs every weekend.

This notion aligns with Artisan Ave’s mission, as we recognize that not all artisans wish to ship delicate or oversized products.

Jessica: I started woodturning in 2014 after spending time in my grandfather’s shop in Minnesota. He has always been an avid woodworker and woodturner and I was so enamored by what he would create on the lathe. One day I asked him if I could make something with him and he of course said, yes. Using 5 tools and 3 hours later, I made a candlestick and was hooked!

I had found an exciting new passion within the world of woodturning. So, in 2019, I left my day job to pursue woodturning full time and since then have been creating and exploring the creative boundaries of the things I can make on the lathe.

What sort of changes are you expecting over the next 5-10 years?
We’re concerned that the artisan industry may diminish as mass-produced goods become more accessible. We aim to assist passionate craftsmen in transforming their art-based skills into thriving, meaningful, sustainable, and profitable businesses. To achieve this, we must support both the artisans and the individuals who purchase their products.

Artisan Ave serves as a valuable resource for those who appreciate handmade goods and wish to support local businesses. Our search filters enable shoppers to discover artisans in their community or those who share similar values. They can even connect with artisans offering local delivery or making charitable donations.

While art-based e-commerce platforms have contributed to the handmade industry’s growth in recent years, we believe there is still much work to be done to ensure the industry’s overall health and the success of individual artisan businesses.

Contact Info:

• Website: artisanave.shop
• Instagram: https://www.instagram.com/artisanave.shop
• Facebook: https://www.facebook.com/artisanave

Image Credits
Kristin Rashid – Sage Social Branding