Yellow Canoe
Artist: Erin Lang Norris
Location: Madison, WI - USA
Web site: Yellow Canoe - Etsy
Blog: Yellow Canoe
What do you create?I create items for the home, focusing primarily on block printed key racks, jewelry holders and coat racks, but I do throw in a hand bound journal here and there and I also love creating art pieces to mix things up a bit.
How did you come up with your company name?
I wanted something that would stick, and something that would be fun, yet a little bit more on the serious side than my other shop name (operation paper cut). Since I'm a huge outdoor enthusiast, I liked the idea of having "canoe" in my name and I liked the way "Yellow Canoe" rolls off the tongue. It's kind of ironic that my husband and I used to paddle around a small lake in a canoe that was yellow when we first met, because I didn't even think about that until later!
When and why did you decide to start your business?
I was attending school for Interior Design when I realized that it just wasn't the right time for me, which was a bummer because I loved the atmosphere and everything it involved. I think that it kick started my mind a bit, in the way of thinking that I could still design things, but on a smaller scale. I've known that I wanted to make homes "look nice" for a long time, which is why I went to school for Interior Design in the first place. So I thought about what I could make, and how I could go about getting started on a really small budget. I had my ideas, but I didn't have the time or money to do anything huge. So I held the thoughts in my head and in journals and moved onto something that was more feasible at the time, which was creating and selling coptic bound journals and recycled notebooks, stuff like that. That was when I ran Operation Paper Cut. After a couple years it was finally the right time to get going on my original plan, and I had even more ideas than ever before- so many that I still haven't gotten around to half of them, but everything is slowly coming together.
Where do you get your inspiration for your projects?
For my art pieces, I like to create mini worlds that I think would be fun to visit. I enjoy making up little stories for each piece, especially the "animal hole" pieces. For the block printed pieces, I like to gather ideas for new designs when I'm out and about. I see the neatest patterns in the most unusual places...something I don't think most people really pay much attention to. I turn these into my own thing, altering lines here and there. About 95% of the time I come up with something entirely different than what I started out with, which I really enjoy because it makes things interesting. Also, if I sit down and try to come up with new ideas it just feels so forced to me and never works out like it should. So I usually just wait until something just comes to me, which usually happens during the worst times- like when I'm driving or in the shower.
Which of the tools you use is your favorite?
Oooh, this is a tough one. I really like the table saw because it's one of the quicker processes and it's fun to see five pieces of wood turn into a tower of hundreds of little pieces. I guess I'm also partial to the saw because, haha, since I live in an apartment I can't have one here, so I get to see my parents whenever it's time to cut more wood. Now that I live 2 hours away from them I thought it would be more of a challenge to get wood when I needed it, but it really isn't- it makes for a fun day trip. :)
What keeps you motivated?
I must admit, I do find myself a bit out of the groove every now and then, but the one thing that really helps are letters from people who admire my work. They have a bigger impact on me than I think they realize. It makes the process so much more rewarding than it already is to know that somebody took the time to just tell me that they like my stuff. The other thing that motivates me is knowing that someday I could be fully self employed, rather than relying on a part time job to tie up the loose ends. Reading interviews of designers and artists who have "made it big" is always wonderful, too... I usually run to my studio and start working the minute I am finished reading one!
How do you get the word out about your work?
Well, I'm really not very good about this. I should carry around business cards, but I have yet to get any professionally printed (one of those things that I keep putting off...). I should carry a lookbook around, but I don't do that, either. So until I do that, which is going to be very soon, I mainly just promote online. Etsy is a great place because it has chat rooms that sometimes bring in a sale or a custom order. The forums on Etsy help, too. Flickr has been very helpful as well, even though I can't link directly to my shop from there. I try to be active in the blog scene when I have time, which has helped a bit too.
What is your main goal for the next 6-12 months?
I purchased a ton of linen about 5 months ago which is waiting to be turned into block printed pillows. After the pillows comes placemats and curtains, stuff like that...Screen printing is in the works as well, but I've been saying that for over a year now. I have everything I need but the emulsion, so I guess I'm going to have to keep holding off on it. I also would like to get into turning salvaged, frameless mirrors into something beautiful, which I hope to reveal over the next few months as well. I'd really like to get into just a few more brick and mortar shops, right now Yellow Canoe has made it's way into about 4 or 5 around the country, but I'd like to get into about 12 all together.
What advice would you give to someone starting a creative business?
Do your research. I spent hours upon hours finding vendors who had the best deals, the lowest shipping, etc when I was first starting out. Also, don't blatantly copy other people's styles. Wait until you have something that is your own design before you go and release it to the public. Oh- and realize that it can to take awhile to build a reputation, so don't get discouraged when you are starting out with little to no sales!
What’s the most important thing you’d like people to know/understand about your work?
Everything is done by me...buying the materials, cutting, sanding, painting, mixing colors for ink and paint, carving new designs, printing, measuring, drilling, spray painting hooks, applying the matte finish, package design...the clean up...packaging orders/post office visits...communicating with clients. A lot of people I know think that it must be so nice to not be on a schedule, or the I can do whatever I want, and that life must be a breeze being able to "sit at home all day", but it's really not that way. I mean, yeah, it IS nice being able to be at home much of the week, but it's really not handed to me on a silver platter as some people think it is, and I do have deadlines just like I would if I went to work in and office or something. Other than that, there isn't really anything else that I can think of. But I often feel like that is an oversight for sure.
Which of your projects have you considered the most interesting or enjoyed working on the most?
My favorite things that I've made are the key racks that have illustrations on them rather than block prints. They are just more fun because they're one of a kind and it's something fresh and new every time.
If you had the time, what new craft/medium would you like to learn or use?
I would love to learn how to weld. My dad just purchased some welding stuff about a year ago, so I'm hoping to go down to my parents this summer while my husband is on a business trip and start learning that. I can't believe that I don't know how to knit or embroider yet, but I plan on taking a knitting class here soon. Since I just moved to Madison, I figured that I should just take a class rather than teaching myself for the sole purpose of meeting some new people.
What's your definition of a perfect day?
Waking up to the sun at around 6:30, sitting outside sipping a cup of coffee or tea listening to the birds sing while reading a magazine. Making breakfast and then going on a hike with my husband. Returning to the campsite (I guess I should have mentioned that the perfect day happens during a camping trip) to build a campfire and reminisce on good times, while listening to our favorite camping music (oh yes- there is camping music, our favorite is The Doors) and cracking open a few cold ones, haha.
