One of the most challenging parts of launching your business is making the decision to pursue your dreams full time and leave your nine to five. The switch can be difficult and figuring out the right time for that leap can be hard. Alisha Jemelian made that jump and learned a lot along the way.
Going full time making handmade veils at One Blushing Bride came with a lot of learning curves and luckily for us Alisha has agreed to share her knowledge. Alisha has continued to follow her dreams and pour her heart into each and every veil that she makes and she will inspire you to follow your passions. You can find her veils on her website, Facebook, Instagram and Etsy Shop.
Tell us about yourself.
I am a 27-year old California girl with a love for all things romantic and wedding-related. I can spend hours poring over wedding magazines, Pinterest wedding boards, and shopping for breathtakingly luxe materials and fabrics. Ever since I was a little girl, I can remember walking up and down the aisles of the craft store in awe. I would touch all of the yards and yards of fabric in vibrant shades and patterns, and I would feel the incredible urge to just do or create something with all of them. Today, I am incredibly blessed to be able to do what I love. I design handcrafted wedding veils that celebrate my brides’ unique beauty so that they walk down the aisle feeling elegant and radiant. My wedding accessories are 100% handmade by me in my sunny California studio, and each heirloom piece shows attention to detail and interest in form & craftmanship.
My Other Loves are…
· My family – I recently became an Auntie to the most precious and lovely little girl ever
· Travel – I used to live in London, and I adore visiting new places and picking up local materials, lace, and beading to incorporate into my designs
· Dogs – I have had a total of five beagles and one 2.5-pound teacup chihuahua over the course of my lifetime
· Curling up with a good book and cup of coffee on those rare rainy days. I will always add in extra cream and sugar to my coffee to satisfy my sweet tooth.
· Playing the piano – worship songs are my favorite
· Musicals - “Les Miserables” appeals to my romantic nature
How did you get into your business?
I never set out to be an entrepreneur. My journey started when a cousin of mine was getting married and asked me to make her wedding veil for her special day. I continued crafting custom bridal accessories for friends and family throughout my years in high school and college to earn extra money. It was my relaxing hobby. There is something calming and truly therapeutic about watching the needle go up and down as I am working on a design. In some ways it was my stress relief and how I put my worries and cares back in the proper perspective… it’s just me, my sewing machine, and my own thoughts and inspiration as I watch delicate tulle fabrics and lace take on a life of their own.
After college, I worked as a paralegal at a law firm since many people had told me that running your own business full-time would be too stressful and risky. I was saddened at the thought that my “hobby” would never amount to more, and I remember spending many sleepless nights pouring out my heart to God and to different family members about my dreams that sometimes seemed so unattainable. I think I gave my Dad a mini heart attack when I eventually sat him down and confessed that was going to give “One Blushing Bride” a go full time. I have been in business now for 7 years, 3 of those years being full time. The journey has been full of highs and lows, but I will never regret taking that leap of faith.
What has been your biggest challenge?
My biggest challenge has been having the patience to slowly but surely build my business up in a way that is sustainable. In life, we often have grand visions and dreams for what we would like to accomplish. We want to hurry up and get from “A” to “Z”, and to finally feel like we have arrived at our goals. But I am beginning to realize that none of us are ever going to feel like we have arrived or that we have it all figured out. In my story, the hardest process has been letting go of my own timetable and preconceived notions of what my life and business are going to look like.
Patience is no easy task, especially when you have passion for a certain topic, business, or ministry. It took me a full 3 months after opening my online store to make that first sale… 3 long months! And after finally taking the plunge and going into business full-time, I was nowhere near my original goal of earning a salary that was comparable to my original paralegal salary. It takes time, diligence and patience to build up anything that will last. With the support of those around me, I eventually did meet and exceed the salary that I earned as a paralegal, but it has not been without a lot of impatience and struggle on my part. I would recommend that all those future business owners just be patient with themselves and try to enjoy the journey as much as possible rather than feeling that they have to rush to an end goal.
What do you wish you’d known when you started?
There is no such thing as perfection. You are going to make mistakes, and that is a good thing. If you are too afraid of ever making the wrong decision, then you will never get anywhere. Your world will get smaller and smaller as you focus on all the things that could go wrong and micromanage until you have thought out every possible contingency. This is no way to live. Mistakes are good because they teach you what works and what doesn’t work.
For years, I took such pride in my hundreds of 5 star reviews on Etsy, Facebook, Google, etc. Not a single review below 5 stars. But just imagine the sort of pressure that this creates as you try to live up to this ridiculously high standard. It can be exhausting. So when I first got that negative review on my site, I admit that I was devastated and heartbroken. Like other designers and creatives, you put part of yourself into each piece that you make. My veils are a part of me. So reading words that were brutally negative were like arrows to my soul.
This was actually a positive turning point for me. I took some time to think about how I could have handled the situation differently, and how I could avoid similar situations in the future. But in some ways this negative review was a relief - the world didn’t end, my business didn’t shut down, and the orders continue to flood in.
The experience has taught me some valuable lessons. Sure, you should continue to aim high, to try to exceed your customers’ expectations, to aim for excellence in all that you do. But also realize that you cannot learn and grow without making mistakes. You will not be all things to all people, and this is okay.
If you could narrow your success down to one thing, what would it be?
Persistence is the key to success. When something doesn’t work for you, then get back up and try again. I have tried many different product lines throughout the years, and a majority have failed miserably. That is okay and is to be expected. It took me years to realize that wedding veils would be the core of my business.
There is this concept of “little bets”, meaning that you should try small experiments and changes in your business as you try to discover what works and what doesn’t work for you. Don’t invest huge amounts of money or time in your “experiments” but every business owner should test different ideas in their business on an ongoing basis. This is a beautiful way to recognize new opportunities and solutions in your field.
For example, I tried one experiment where I offered free shipping to any bride who was willing to share real-life photos of her wearing my wedding veils. This was so valuable as I now have amazing professional photos, and it only cost me the amount of a shipping label.
Where do you see yourself in a year?
I would love to continue building “One Blushing Bride” into more of a luxury brand. I want to discover some of those little details that I can incorporate into my business that take my product and brand from good to great.
I also love talking business with other women and entrepreneurs. It would be amazing to see myself helping and mentoring others who are beginning the journey of entrepreneurship and small business.
What are your top three tips for women starting a business?
1. Set boundaries. You are more than your business.
When you are running your business, it is easy to base your identity on the success or failure of your business. If your business is doing well, then you are doing well and you feel good about yourself. If your business is struggling, then it can be tempting to feel like a failure. This is a dangerous game to play as you can frantically take on longer hours, work more weekends, and become all-consumed in the chase of success because it is what defines you. But you are more than your business, and you want to leave behind a positive, uplifting legacy that is about more than your business.
For me, I want to be known as someone who loved God and who loved others, who was devoted to her family, and who prioritized people. I have to remind myself of what my goals are because I have been known to overwork my business – answering client e-mail at midnight, responding to business requests when I should be present with family, etc.
But this is not the legacy I want to leave behind. So I have to force myself to unplug, relax, and take time for the things in life that matter to me.
2. Consider what your bigger goals are in business
Take some time to consider why it is you do what you do and what your bigger goals are. For example, I do not just sell wedding veils. I aim to create something of beauty that is customized to my brides’ unique styles so that they can walk down the aisle feeling beautiful and elegant. I want my brides to wear their handmade veils and to have tears of joy come to their eyes because they feel special and are full of hopeful anticipation for their future.
I think we all have an innate love of beauty, whether it is seen in a bloom that is newly formed, the softest pink hues of a sunset, or the miracle of a newborn baby’s tiny little hand. But beauty can be stressful to women in this society as we can be judged based on our physical appearance. So I want to help my brides re-define society’s narrow standard of beauty. If I can make one bride feel valuable, worthwhile, and beautiful, then I have succeeded.
So while you may have a specific product or service that you are offering in your business, you should not just focus on the “What” of your business. Spend some time thinking about the “Why” of your business and what the story and purpose is behind it.
3. Don’t compare yourself or your journey to others
It can be very intimidating if you spend too much time dwelling on others and their successes. You see other business who seem to have it all together, with beautiful products and services, featured on perfectly-curated social media pages and you get discouraged.
But you are a unique person, and your story is completely different from the next person. What you have to offer the world is going to be one-of-a-kind. Take some time to think about what makes your business/ craft special or unique from others. How is your story different? This is going to be what differentiates you from the crowd.
What is a typical day for you like?
No two days look alike for me, and that is what keeps my job interesting. I will generally start out my day answering client e-mails and phone calls, and then I will make sure that all of my orders and my free samples that I ship out are ready to be picked up. I will generally spend the next few hours at my sewing machine, with a cup of coffee nearby as I pin, cut, drape, and sew my handmade veils and accessories. I may take a lunch break and meet up with my mom or my sisters for a midday breather. The afternoon and evenings are spent keeping up with my “One Blushing Bride” social media pages, meeting brides to discuss their vision for their special day, doing administrative tasks such as bookkeeping and website maintenance, and other similar tasks.
I have found that one of the most productive things I can do is to really take advantage of my more flexible schedule. This might mean running errands during the middle of the day when the stores and streets are less crowded and doing more concentrated work at home during hours that are outside the typical 9-5 hours. For example, some of my best work gets done later at night when everything is quiet and I can plug away at my tasks without interruptions. Try to maximize the benefits of a more flexible schedule that comes with being a business owner so that you can get more done. The truth is that you will probably work longer hours than the typical 9-5 job, but if you love what you do then you’ll never have to “work” a day in your life.
What’s your business motto or quote you live by?
“For God has not given you a spirit of fear, but of power and of love and of a sound mind.” 2 Timothy 1:7
My business motto is this Bible verse, but I believe that it applies to all people regardless of your religious beliefs. I have struggled with anxiety in general for most of my life, and I know that I am not alone in this issue. The uncertainty and ever-changing landscape of business can be crippling if you are basing your identity solely on the success of your business and if you are too focused on what might go wrong or what could happen. Business, as well as life, is never predictable.
When I am tempted to succumb to fear, I remind myself that I can have peace by relying on God and doing what he says I should do in the Bible. My irrational fears and faulty, very human way of thinking can be combated when I lean on God and ask him to remind me that I have been given prudence and wisdom if I refocus my thoughts on things that are good, excellent, and worthy of praise. When my fears seem paralyzing and just too much to bear, I refocus my thoughts on things that are good and uplifting, and I remind myself that God loves and values me.
If you were starting your business over again, what would you do differently?
I would start off charging more for my products and being okay with the fact that my handmade veils are not the best fit for everyone. It is very difficult to maintain a business if you are competing on price or if you are deeply discounting your services just to get things started. What you are offering either has value or it doesn’t. People will either want it or they won’t.
I started off feeling rather sheepish about charging for my veils because I had such fun making them. Over the years, I have learned what it looks like to value my skills and the artistry that goes into each individualized piece. I am running a business, and the only way to create a sustainable system is to be realistic about what your products cost to make. If I want to provide an exceptional level of customer service, if I want to use only the finest materials and supplies, and if I want to put care into the packaging and presentation of my products then I need to be sure to charge a fair price. Otherwise, I would quickly dig myself into a hole.
Take some time to think about what makes your product unique and why people may be willing to pay more for your product. You will be creating value for your customers, and if you create enough extra value then they will be willing to pay for it.
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