The Alimond Show

Veronika Amaya of Handmade by LMAC - From Market Struggles to Artisan Advocate: Transforming Local Makers' Dreams, Building Resilient Creative Spaces, and Thriving During Adversity

Alimond Studio

What if you could turn adversity into opportunity and transform your dreams into reality? Veronika Amaya did just that, giving local artists a nurturing platform to thrive. Hear how her challenging experiences at farmer's markets fueled her vision for Handmade by LMAC, a thriving retail space for local artisans in Sterling, Virginia. Despite initial doubts, Veronika's passion and determination grew the collaborative space from six to nearly 50 makers, proving skeptics wrong and leading to expansion and a second location in One Loudoun. Discover the incredible range of unique products—from ceramics and woodworking to handmade chocolates and artwork—all locally made and handpicked to avoid competition among creators.

Also, uncover the secrets of Handmade by LMAC's resilience and success during the COVID-19 pandemic. Learn how Veronika transitioned to online operations to strengthen customer relationships and expand shipping capabilities, allowing creations to reach loved ones far and wide. Delve into the store's curated vendor selection process and the importance of building a personal connection between customers and makers through engaging social media. Veronika's story is a powerful testament to perseverance, community collaboration, and the importance of never giving up on your dreams.

Speaker 1:

My name is Veronica Amaya. I'm the founder of Handmade by LMAG. Lmag stands for Local Makers, Artists and Crafters, and what we do is we give retail space to local creators, local makers, so they can exhibit their work in our stores, so they can grab more audience as well.

Speaker 2:

I love that and tell me how you got started on this endeavor, like what dove you into the crafts world and what got you to where you are today.

Speaker 1:

Sure. So everything started about 10 years ago. I'm an artist myself, and so I went to a farmer's market and it was, the weather was so bad, and so I figured, you know, maybe I should not go. But I told myself I already paid for it, so you know, I have to go. So I went there and of course it started raining, windy, products started flying everywhere and I broke a few things of myself, yeah and so, and there were other people that broke more stuff than I, like glasswork. So, yeah, after that I talked to the manager at the farmer's market, like not after, like maybe an hour after, and I told him listen, the weather is getting worse, you know, can we go? And he was, like there is no refunds. If you leave, you will not come back anymore. And so I was like this is bad, like right, we lose already money and time and all, but again, that's the business, right. So there are goods and bads with farmers markets. And so I left, definitely, didn't come back. So I left, definitely didn't come back. And so I started thinking like there has to be a place where, you know, makers don't have to deal with this kind of things and also help them in a different way.

Speaker 1:

And so, you know, a few years passed and COVID happened, yes, and so I figured, during COVID, all my friends, who you know are artists, you know, they were struggling also because you know many of them didn't have website right and so all they were doing is just going to festivals and farmer's market. And so, you know, after I seen all this, I figure, okay, I have to do something about it. So I started doing research in Sterling and there was nothing like a store for local makers, just 100% local makers. There was nothing in Sterling, virginia. There was in other parts of Landon County, but not in Sterling. So then I reached out to Dallas Town Center and so they worked with me and I was able to get a 2,400 square feet store. That was just right after COVID. And so, you know, they were telling me that they were kind of skeptical because, you know, local makers, we don't produce enough products, you know, to fill a store. And so I told them yes, I will get them, don't worry about it. And so I have six makers Nice, six, of which three of them I didn't know, they were just jumping in the wagon, know, and come along with me. And so so, yeah, I got the six.

Speaker 1:

We set up the store and at that point for me it was like a full thing, right so. But when you know, looking at the pictures now, it's like what was I thinking? With only six makers opening a store, but, but yeah, so soon, enough word of mouth, I never had to do any marketing or anything like that, knock on wood. And so more makers started joining the store. So by December we opened the store in April. So by December that year we already have almost 50 makers.

Speaker 1:

Wow, and it was super crowd, like that Christmas, I remember, like it was super crowd. And so I talked to Dallas Town Center to get a bigger space. There was an opening for a bigger store. Jump in there, didn't know what I was going to do or what was I getting into, and so I figured we need to move because people start missing the products. So because in a table we have like maybe four makers, their products, and so it was really crowd.

Speaker 1:

And you know, statistically you only have like three seconds to go through a table, and that is if you are alone. If you're not alone, you know you're walking with somebody. You're definitely going to miss a lot of the products. So I started seeing that more often and I'm like, oh no, like you know, like makers are not going to be selling, you know, and I always worry about that part. So we got a bigger location. So from 2,400 square feet we moved to almost 9,000 square feet, so and that was another challenge, right, like filling the whole store and so. But we did, and a year after that, literally a year after that, we opened a second store and that was at One Loudon.

Speaker 2:

So now we have to. So Sterling and Loudon.

Speaker 1:

Yes, so we have two at the Dallastown Center and the other one is in One Loudon.

Speaker 2:

That is awesome, and talk to me what kind of products that your local makers bring in. I want to know all the details.

Speaker 1:

Yeah, of course. So we have gosh, ceramics, pottery, woodworking chocolate, handmade chocolate locally. We have honey, a beekeeper. She makes beautiful honey and like oh, amazing, amazing products. We have bath products, like soaps sold for spa. Yeah, what else do we have Artwork, paintings, original artworks, oh my God and many more.

Speaker 2:

Sounds like a variety, like so everybody can find something here, and all one of a kind.

Speaker 1:

Absolutely, absolutely. To support the local community, of course, yes, please. To support the local community, of course, yes, please. That's what we want. We want people to come and see what local makers. So what we do is we curate all the work that comes into the store. So everything is original, handmade and locally made, and those are the things that, in order for them to come to the store, they need to create amazing products, and also we help them with a siphon, giving them exposure and all that. We also help them with packaging. So I'm a graphic designer and so what I do is those are some of the perks that they get. There are many makers that come in and they create amazing products, but they don't work on their packaging, and so that's when I come in and I talk to them about hey, you know, we need to do something like this, or we work on labels. I even design labels right on the spot for a few makers and they're like oh my God, this is beautiful, can I use it? And I'm like, sure, go ahead.

Speaker 1:

I'm like sure, go ahead. So yeah, you know, because in order to sell something at a retail level, it has to be well presented, right, and so it's totally different and it's totally different mentality. When you go to a farmer's market and sell your products, people come with a different mentality than when they come to a retail store and buy your products, right.

Speaker 2:

So so yeah, we try to help in any way we can, I love it. And now talk to me about the types of events that you hold.

Speaker 1:

Yes, so we do classes during spring and summer. We do a lot of classes in-house. We also, if one of the makers, let's say, have an event at a winery or something, a workshop, we also spread a word about things like that. We also love to help them in that way. Other events that we do, we do like right now we're going to do this Saturday, the Bark Bash in One London, so it's all about doggies. Yeah, so there is going to be a walkthrough. All doggies have to go, wear customs, and so there is going to be a contest. It's going to be all about doggies. So it's going to be this Saturday from, I believe, from 11 to 4. Okay, and so we're going to have a booth. We have a few makers that create products about for dogs, so we're going to be exhibiting those products there. We're going to have, like, raffles for people that come to our booth.

Speaker 2:

So come and see us Talk to me a little bit about online presence. I know you don't do a lot of or any social media, is that correct?

Speaker 1:

No, we do social media. What we don't do is we don't have an online website. So we do. We have a website, which is a basic website. We're actually working with a company right now to hopefully get it set up and all but we don't have the online side of the store like selling online. And the reason why was because, when I opened the store, the concept was for the community to come and see what local makers are creating, for the community to get out of their house, come and see locally, touch it, feel it, experience it Exactly, rather than just have a website and oh yeah, I like this, I'm going to buy it, but I don't like it when I receive it, then I'm going to be returning it. So we didn't want that and also we want that interaction for them to have with the makers, to see what they're creating, to learn about them, right, establish that relationship.

Speaker 1:

Exactly exactly, because that's what we do. When somebody comes to the store, you know we try to talk to them about who made the product, what was involved and all that. So, yeah, we love that part. I love.

Speaker 2:

that have you maybe considered, maybe in the future, maybe switching?

Speaker 1:

to online, perhaps. So we are Actually that's what I was saying this company that we hire to do that part, because more and more we are getting more customers that come and they are like, oh, I love this, this will be good for my brother, you know, who is in whatever state, and so I would love to send it to them, right? So what we do now, when people come in the store and they want something like that to be shipped somewhere, we do that. So we actually a few makers, are like we need to put a sign that says we ship all over.

Speaker 1:

Yeah, that would be good, I know. So that's something that we're working on, but yeah, we try to do shipping all over as well.

Speaker 2:

It's good that you're working in that way, like to improve always and to help customers, or maybe somebody lives far and they're like oh man, it's a drive for me, but I already know your product. I want to keep buying it.

Speaker 1:

Yeah, it's so funny that you mentioned that because a lady from New York, she just came, she walked in the store and apparently she came to the store with her niece and they actually she was here visiting her niece and so her niece apparently said like, oh, I like that picture frame. They didn't buy anything. The aunt called the store and said, hey, do you still have a frame that is like on this side? And we were like, yeah, it's still there. Oh, my God, is there any way you can ship it to my niece who live there? And we're like, yeah, sure. So I look at the address and she's like I will pay whatever it is to ship it, no problem, and I'm like it's literally a one mile away from the store and I'm like listen, you know, my name is Veronica, I'm going to take my time and I'm going to deliver myself to her.

Speaker 1:

Don't worry about paying for shipping or anything. Are you sure? And I'm like, yeah, no big deal, I'll do that. So I did. Oh my God, that lady until today's day, she like texts me all the time and she's like I hope everything is well. How are you? I'm going to be coming for the holidays. I definitely will come back to your store and shop more.

Speaker 2:

It's those little personal experiences that make that world of a difference right that you wouldn't be able to establish online like that Exactly.

Speaker 1:

So I think that's wonderful, thank.

Speaker 2:

You Talk to me about, I guess, some of the vendors or the sellers that you have. How can they be a part of this? Is there like an application process or prerequisites that you ask?

Speaker 1:

Correct. So we have four curators now that work with us, and so they are the ones who literally go through every maker that apply. So the first thing that everyone, if they want to be with us in the store, they have to send an email to info at handmadebyelmaccom. And so once they send an email, I always suggest that they attach their website, their social media excuse me, or pictures yeah, excuse me, that's okay. And so once they do that and talk a little bit about themselves, where are they located that's very important for us and what products they make, right? And once that happens, the curators will review their email and within five days they will reply to them and telling them how the store works.

Speaker 1:

Now we do not have the same products like more than four, let's say, candle makers. There are a lot of candle makers and we have probably about 20 candle makers right now on hold. We try to have either one to two of the same category of candle makers, but not the same. Let's say scent, right? So we have a bee candle maker which is made out of bee wax, then we have a coconut candle maker, a soy candle maker, and so if, let's say, the soy candle maker has a lavender scent. The two of them, then we will have only one of them with that lavender scent. So that way they are not competing, because that's what we don't want. We don't want people to start competing or feel like, oh, she sold more than me, because you know, whatever reason, right? So we don't want to do that. So if they agree with those terms, then they're all great.

Speaker 1:

To come Again, they all have to put prices in their products, because we don't do prices. We can suggest prices, and that's another part of what we help them with, but at the end it's them and their prices right, it's their business. So they have to set up their prices. We recommend, and if that works, great. If they want to keep it with their prices, that's fine too, and so they try. And we give them exposure by doing social media, by introducing them. So right now we are doing, from last week until the holidays, we are every Tuesday, we are doing a little video about introducing one of the makers.

Speaker 2:

Oh, I love that.

Speaker 1:

So it's like a segment every Tuesday Are you filming it. Yes, I love it. Don't judge me with my filming.

Speaker 2:

No, don't judge me, I'm proud.

Speaker 1:

But we are trying to just have them talk a little bit more and so that the customers can see and the community can see who is the one that is making those products when they come and see it.

Speaker 2:

Absolutely, that's a great idea. I love that A fun way to get to know about them and share some tips.

Speaker 1:

Exactly, exactly. And what?

Speaker 2:

are you doing outside of this, like what other hobbies do you have or how do you like to pass your free time?

Speaker 1:

This is my hobby.

Speaker 2:

I'm living the dream.

Speaker 1:

I'm working 20 hours. This is my hobby. Oh my goodness.

Speaker 2:

Do you have any boundaries for yourself or no boundaries right now?

Speaker 1:

So the first year I didn't have any boundaries. I worked 20 to 22 hours, so it was just me doing everything. So the first year was really hard but at the same time it was very rewarding because you know, three years later I'm like I did this. You know, it feels so good In two locations. In two locations and yes, it's a lot of work.

Speaker 1:

Like I told everybody, there are a few people, actually a few makers, that have open stores and I always tell them do it, so you can see how much work it is and it's rewarding if you like it or you're going to hate it, but that's the way you'll know Exactly. So I always tell them and so I want to go to a farmer's market, go for it, because you will never know what it's involved to be in a farmer's market if you don't try it. So I'm always pushing all the makers to do those things so they can realize that it's not easy to have a business. And so and again there are other hobby hobbies that come to the store and they are like oh, I'm a retired person and I want to sell something.

Speaker 1:

We usually tell them that they need to set up their business first. So that's another thing that when they are part of our stores, they need to have their business set up and that way also, you know, it's good for them to learn about how business starts. You know like what process of how to start a business, and we help them in that respect. Like so many people, they go to, let's say, the county or state website and they don't understand where to go. So we're like, ok, we sit with them for like half an hour and teach them what to do and all that. And so they're like, ok, yes, I will do it or not. Thank you, this is not me.

Speaker 2:

Got it, love it. Is there anything that maybe I am missing or have not touched on that you would like to share, since we have you here?

Speaker 1:

So I know it's a little far away, but every year we do three sales in the store. So one is during the spring, the other one is during summer and the other one is going to be in November, black Friday. So three times a year we only do sales in the store. So you will never find sales in our store. Everything is the price that the makers have exactly set, and so only three times a year we do the entire store. So on Black Friday every year, all the makers agree that we are doing a 20% off of the entire store.

Speaker 1:

Okay, so you know, it's good to know that in advance so that you can prepare or hold yourself. But again, as I mentioned earlier, the makers create one-of-a-kind products. So most of ceramics, wood products you know those are the glass products those are the things that the makers only create just one part design. So therefore, if you are gonna wait for the 20, good luck. But I would rather for people to come and see what we have right now, and I mean the prices are really reasonable. Everybody that come to their stores like, are you serious, this is this much, and we're like, yeah, we should raise it right.

Speaker 1:

And they're like I think so, but we're like, but not right now. We'll exactly exactly so, um, so, yeah, um, that's one of the biggest sales that we're gonna have, uh, on black friday yeah, it's coming up y'all.

Speaker 2:

And then what's the other one? You said spring, black Friday and then a Christmas one.

Speaker 1:

No, so that's it. So during the holidays, that's going to be after Thanksgiving, like Black Friday, got it? We already have the one in summer and the one in April which is the spring one. Okay, got it. Yeah, but then classes we are not having any classes right now during the winter, just because all the makers they have their own festivals that they go or markets that they go that participate. So we are not having any classes during the winter. I am so sorry, everybody, but we will refer to other places they do have classes. So actually we have a few clients asking for sewing classes in ceramic, like pottery, and we just found out a few places nearby that they do classes about that. So I called them and I told them hey, this is Veronica from Handmade by Elma. Can I refer to your store for classes? You know I have customers coming and they're like, oh my God, yes, please do it. So that's what we're doing. You know, if we cannot, cannot do it, why not helping other business, right?

Speaker 1:

so so the classes mostly happen, I guess, during the spring and summer, so classes usually happens from march all the way to, uh, october. So we just finished one, the last class, which it was candle making class, and it was amazing.

Speaker 2:

So and then just one more time what are the variety of classes?

Speaker 1:

yet you have sewing ceramics, so yes, uh, we do uh, uh, for instance, uh, lisa, uh, she does decoupage on shelves, uh, so we have her doing class. We have uh, candle making, soap making class, uh, sewing making. Um, we have done, uh, resin that's a big one and actually that's the one that I do um a resin class. Um, we have, uh, what else? So candles, oh gosh, oh, crochet. Okay, so we have done crochet, got a variety yeah definitely a variety of classes Love that.

Speaker 2:

Well, I'm going to ask you my last question. Do you have a saying, a song quote or something that maybe somebody's told you in the past that has inspired you, and would you like to share that? Yes, Please.

Speaker 1:

So when I opened the store, a few months after I opened the very first store, this guy walked into the store and you know, again, at that time it was like half empty, but in my eyes it was like full right, yeah. So this guy walking in, you know, suit up and he has like a suitcase and he's coming in and I figure, oh, he's a tourist, you know, because we get a lot of tourists at Dallas town center. And so he walked in and he said to me um, I love the products that you have in the store but sadly, uh, uh, I don't think you're going to pass this year, like your business is not going to survive this year. And I said, well, if you're talking about like that the store is half empty, you have to understand that this is all local makers, so it takes time for them to bring it. But you know, in a month you'll find the store full. And he's like, yeah, but I don't think it will. And I'm like I'm sorry, and may I know who you are? Or like what you do? And he says, well, I'm a former, you know, cfo, and so. And I'm like, ok, and I said, well, thank you so much, and you know, for your feedback, and so this is all new for me too. So if it works, it works, and if it doesn't, it doesn't, but at least I'm going to try it. And he's like, well, good luck. And he walked away.

Speaker 1:

And so then after that I closed my doors literally and I went to the back and started crying, oh my God. And I'm like, oh my God, my business is not going to survive. This guy, who is a former CFO for a gas station, you know, is telling me all these things and I'm like I look at you know myself in the mirror and I'm like, and you're going to listen to this guy? I'm like you know better. So I'm like clean up my cell phone and I open my gate again and I'm like we're going to make it. So here we are for years. So never give up on your dreams, just keep going. That's so beautiful. I'm tearing up.

Speaker 2:

That's so powerful. Oh my God. No, thank you for sharing that. Oh no, thank you, you made me cry. Me too, Me too, sister.

Speaker 1:

We're crying together. So, yeah, so if for something you know, just keep on working. You know it's a lot of work, because it's a lot of work, yeah, but if you really want to do it, then you have to work and it'll work it out, you know, and also seek help, right? So friends, or even the makers themselves, right to help you. We and I have been so blessed to have my makers that they are so helpful in every way. I ask them for anything, they are right there, and so having a community of friends that way that can help you is just amazing, like right now.

Speaker 1:

This whole year it's been tough about hiring people. I tell you, it's so hard to find people to work in different hours that you know, my concept of my store was not having art makers being part of the store, because I want them to do their things and create more work so that they can have more products at the store. So I never have them work at the store for that reason. But this year it's been horrible finding people. So I asked a few makers and they're like absolutely, I'll come and work, just need to show me what to do. And I'm like okay, and they start loving it. They love that interaction that they never had with the clients and they're like, oh my God, it's so rewarding to find out what they like and learn about designs or new ideas, you know.

Speaker 1:

And so one of my makers working there, she does a lot of jewelry, you know, earrings with beads and all, and so apparently one of the customers has said that she wants some kind of charms for her shoes out of beads, and so she created and she came last week and she brought me this. I'm like what are those earrings? And she's like, no, veronica, these are charms for your shoelace. And I'm like, wow, this is pretty cool. A customer told me that she wanted something, so I'm bringing over here. Maybe she'll come back and buy it. I'm like, absolutely so, we have them right there. She already sold two over the weekend, love it? So there we go, yeah, um, but yeah, those are one of the things that you again, if you have a passion for your business, go for it. You know, don't give up.

Speaker 1:

Don't listen to what others say, unless it's positive stuff, exactly, and just you know, keep going.

Speaker 2:

Well, thank you so much for being on the podcast and for sharing this. Thank you so much, of course.

Speaker 1:

Thank you for having me, absolutely.