Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Sarah Dymond, owner of Esdee, located in Kitchener, ON, Canada.

What's your business, and who are your customers?

Esdee specializes in edgy, witchy clothing, accessories, and home décor. At Esdee, we believe that everyone has individual quirks that deserve to be shown off. Our unique, magical products strive to empower our customers to embrace their uniqueness!

Tell us about yourself

I had always planned a career in healthcare. After being diagnosed with Thyroid cancer in 2011, I decided I wanted to follow my artistic passions and have a career that would allow me to be creative every day. I attended the Jewellery Arts program at George Brown College from 2011-2015. While attending college, I undertook a journey of self-discovery through goldsmithing. It was a journey of trials and tribulations, but it was also one of the most fulfilling experiences of my life.

My art tends to focus on the evolution of a story. The most rewarding feeling is taking the most basic supplies and producing something that not only makes a statement but also tells of the creation of an extraordinary piece of art.

I have always had a passion for making art. Whether it is painting, drawing, crocheting, jewelry making, refurbishing furniture, or doing a Dollar Store craft challenge with my kids, I constantly have a few creative projects on the go. Making art is my life, and I am very fortunate that I get to do what I love every day.

What's your biggest accomplishment as a business owner?

Hitting 10 thousand sales. When I started Esdee, that number was my goal, and I reached it in just under two years. I am extremely proud of where Esdee has gone. Not only do I have an online store platform, but my designs are now sold in eight storefronts across Canada and the USA.

What's one of the hardest things that come with being a business owner?

Failure. One thing I know now that I didn't know when I started is that failure is okay. It is a learning experience. My motto is "Do, Fail, Do Better." Success can be determined in many ways. But I think the biggest success is learning from your mistakes and growing from them.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Persevere. There will be bad days when you feel like your business is going nowhere. Getting through the hard times and learning and growing will get your business where you want it to be. Nothing good comes easy.
  2. You can't please everyone. Not everyone will be your ideal customer or will like what you are selling. That's okay. Focus on the ones who are your ideal customers.
  3. Think outside the box. Your original idea doesn't need to be your final idea. Your business will constantly be growing, and you need to grow with it. Constant learning and evolving will get you great success.

Is there anything else you'd like to share?

Your company should be something that you love doing. Yes, there will be times when you feel like pulling your hair out in frustration. But at the end of the day (or month or year), you need to remember why running your business makes you happy. Embrace the ride and have fun.

Where can people find you and your business?

Website: https://esdee.ca/
Facebook: https://www.facebook.com/EsDeeDesigns
Instagram: https://www.instagram.com/esdee.designs/

If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.