This week's Amazing Artisan took us out of London and across the pond all the way to Philadelphia to chat to Ashley Peel Pinkham, co-founder of Philadelphia Independents. Just like Kitchen Table Projects, she loves supporting local unique artisans and aims to give them a place to shine on her Philadelphia high street. We love her concept and wanted to chat some more about her story, her ideas, and all things business startup stateside...
Tell us the story of your business. How did you come up with the idea?
Philadelphia Independents came about after my friends (and two future partners), Jennifer Provost and Tiffica Benza, happened to see me at an outdoor craft show where I was selling my jewelry. I had been thinking about opening a store for my jewelry when Jennifer said that they had been thinking about opening a store on their own. I told them they just got a third partner whether they liked it or not!
We started brainstorming on what the store should be, knowing that it would encompass more than just my jewelry. We talked about people’s responses at area craft shows when they heard things were handmade and made locally. It really seemed to strike a chord with people. I remembered selling my jewelry outside 30th Street Station – Philadelphia’s busiest and biggest train station. There were a lot of people who were shopping that didn’t live in the area and wanted to pick up some gifts for friends and family that were local and unique – not just a typical souvenir you would pick up at a trinket shop. This got us thinking that we should open a store that celebrates all of the amazing things that Philadelphian’s make that locals would be proud to purchase and tourists would be drawn to as an alternative to the (Made in China) Liberty Bell shot glass.
What was your motivation for starting your own business?
I was working in an art gallery for 14 years and was ready for the next challenge. I wanted to be able to make jewelry more of a priority in my life and felt opening a store would be the next logical step after doing shows and fairs for over a year. When I found out that my two girlfriends were thinking of opening up a store too, it just seemed like the perfect fit!
What’s the most exciting thing about being an entrepreneur?
The most exciting thing about being an entrepreneur is being my own boss. But it goes beyond not having someone telling me what to do all the time, however. It is more about the feeling of taking full ownership of what you do and how you do it. I have always been a passionate and dedicated person at all of the jobs I have had, but this is different. It is very rewarding when you are making decisions on what artists to carry in the store, the look of the store, the level of customer service, and [when] customers respond positively to all of these things.
What challenges have you come across?
Starting a new business is very time consuming so the idea that you will have a whole bunch of free time because you are your own boss is completely false. You will eat, drink and sleep your business and if you don’t love it, you are in trouble!
Money is always a concern especially when you are used to getting a regular salary but that comes with the territory and it makes you want to work even harder.
What advice would you give someone thinking about starting their own business?
The biggest advice I can give someone who wants to open their own business, especially a physical store, is to do your homework. Make a list of the neighborhoods you are interested in and go check out the foot traffic and see what stores are available for rent. Think about who you want as your ideal customer. What neighborhoods do they frequent? Talk to the business owners and get their insights on the neighborhood, rents and their overall feel for the area. Most will be very receptive and give you the lowdown. Know your competition and don’t over-saturate an area. For instance, we didn’t want to be close to any other stores that specialized in handmade, local goods.
Once you decide on an area, introduce yourself to all of the business owners (even if you did it before) and let them know what you are planning to open and if they have any suggestions on locations. These people will be your advocates if they know who you are and what you are doing!
I knew another person who was selling at local craft markets who opened up a bricks and mortar store. I contacted her to see if we could sit down with her to really pick her brain on how to set up a business, what kind of money we would need up front, does she have employees, etc. It was so beneficial to talk to someone who had recently gone through the same process and see what we should do or avoid. She is also now our neighbor and good friend!
What kind of business support do you want to receive or wished you had received?
Philadelphia has a lot of grants and programs for new businesses and there are quite a few free and nominal fee classes that you can take at local universities and centers. Philadelphia is also generally a very friendly city. Just ask and people will help or at least point you in the right direction!
What would you like to see in a food hub that showcases new producers?
I love seeing handmade, small batch food products that are made with love! We sell artisanal nut butters and chocolates by local makers which people love. I want to know the back story of the product, where they are growing it and why. I want to see the passion and dedication poured into the product to justify me paying a higher price rather than just going to my local big box store.
What do you think about our big ideas and what we are trying to achieve?
Americans seemed to be drawn more and more to Mom & Pop style stores as more and more of them are drying up – especially in the big cities. They are looking for something unique and special for themselves and for gifts. It seems like your mission and your big ideas would work well here so make it happen and send me an invite to your opening!
We will be sure to be popping an invite to you across the pond when we do launch, Ashley!
It’s great to hear artisan stories from all across the world! We love hearing about the positive impact that Ashley is making for independent retail in Philadelphia, and think she is moving forward towards a very positive and successful future! If you think so too and would like to find out some more about Philadelphia Independents, you can find her on Facebook, on Instagram, or at her website www.philadelphiaindependents.com
Are you an Amazing Artisan who wants to be featured on our blog? We'd love to hear from you- drop us a Tweet @KitchTablePro with the hashtag #AmazingArtisan or send us a message to hello@kitchentableprojects.com
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