Tiles of fortune | A conversation with Laurie Spugnardi, owner of Spugnardi Design
Photo/Tim Greenway
Laurie Spugnardi
Spugnardi Design
Founded: March 2010
Employees: 0
Startup costs: $9,000
Projected revenue, year one: $17,000
Projected revenue, year two: $45,000
Contact: 318-3064
855 Sawyer St., South Portland
www.spugnardidesign.com
What is Spugnardi Design?
I design and produce upscale ceramic tile and distinctive home goods. I am currently in production with a line of ceramic tide clocks, trivets and puzzle coasters. The “Love My Coast” series features hand -glazed representations of celebrated coasts along the United States’ eastern seaboard. A portion of sales is donated to local nonprofits that support coastal stewardship, such as Friends of Casco Bay. Items in the series are available for wholesale. They are also available in my retail studio gallery at SoPo Art Studios in South Portland.
Why did you start the company?
I have spent most of my design career creating print material that sold services or goods for other companies. Several years ago, while volunteering at my daughter’s school, I led the students, faculty and staff as they each designed and glazed individual tiles for installation into the lobby of their new school. That’s when I fell in love with the ceramic surface, the process and the final product. I purchased a kiln and started experimenting with designs, techniques and products. I spent many years refining my style and product offerings as well as experimenting with craft shows and other retail channels such as etsy. One year ago this month, I moved out of my basement and into my studio. Since then, I have been on a steep learning curve on running a small creative business.
How do you market the company?
I am working with 19 Oaks Marketing to assist in getting our message out and last week the “Love My Coast” series was launched at the New England Products Trade Show. I’m also working with Chelsea Fournier, of the law firm of Furman, Gregory & Deptulla, to copyright and trademark my work. Social media is a must: I tweet as laspugdesign, Facebook at Spugnardi Design, and occasionally a blog post emerges from my website’s journal page.
Previously, the bulk of my sales were at craft shows. But at that time, I had a wide variety of offerings and price points. I tried to meet the needs of too many people. Now I’m focusing on one line, “Love My Coast,” and switching to wholesale. I’ve become a member of wholesalecrafts.com. They provide a catalog of my work and connect me to retailers all over the country as a wholesaler.
It’s clear from your website that you are committed to caring for the environment as part of your business philosophy.
I’m very, very concerned about the environment. I was really devastated by the Gulf spill last winter. I realized my family and I would be devastated if we couldn’t play on the beach anymore. That got me thinking: What could I do to take care of my bay?
I came up with the Casco Bay [tile] design and decided to extend the design to bays along the eastern seaboard. For each of the designs, I send a portion of the proceeds to the environmental group that supports that specific bay. I’ve connected with Friends of Great Bay in Portsmouth, and with organizations in Cape Cod and Long Island Sound. It feels really good as a person who makes and consumes things to give back.
How do you finance the company?
I have an investor, but for the most part the company has been self-funded up to this stage.
What has been your biggest challenge?
Finding the right product to focus on and discontinuing other services and products. Though fun to make and well received, the wide variety of designs and products diluted the effectiveness of any one marketing strategy and was an inventory and distribution nightmare. It was neither profitable nor manageable.
What has been successful about your business strategy?
Concentrating on a narrow product line has allowed me to streamline every process of the business and develop better systems.
What are your goals for your company?
Create useful, beautiful and profitable products that are made in a great place to work.
Interview by Carol Coultas
New Ventures profiles young businesses, 6-18 months old. Send your suggestions and contact information to editorial@mainebiz.biz.
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