[05:40] HOW DID YOU GET INTO WOODWORKING?

After graduating from college with a Fine Arts degree, Aleksandra got a job building window and in-store displays for major retailer Anthropologie. From there, she fell in love with woodworking. She soon realized she wanted to work for herself and began waitressing as she built her woodworking business from scratch.

[08:11] WHAT WAS IT LIKE TO DIVE INTO A NEW MEDIUM?

While Aleksandra originally studied as a painter, she no longer paints and admits it was never the right medium for her. What deeply inspired her about woodworking was that it challenged what a medium could do. She also loved the process and experience of creating three-dimensional works with her hands.

[10:11] CAN YOU DESCRIBE YOUR TRANSITION OUT OF THE CORPORATE WORLD?

Aleksandra notes that the shift from corporate to solopreneurship, while a hustle, was incredibly exciting. She adds that her initial work was much more rustic and used a lot of reclaimed materials, while her current work is much cleaner and more minimalistic.

[12:48] WHEN DID YOU MAKE THE SWITCH FROM RECLAIMED WOOD TO NEW MATERIALS?

While working in her old, poorly ventilated studio, Aleksandra developed concerns over the health risks presented by working with reclaimed materials (mold, asbestos, lead). That compelled her to source healthier materials. Education on how to find materials that are sustainable and FSC-certified is now a core part of her business.

[15:02] HOW DO YOU PRICE YOUR WORK?

Aleksandra raises her prices every year to account for inflation, cost of materials, shipping costs, etc.

[17:15] HOW DID YOU GET YOUR WORK INTO THE WORLD INITIALLY?

From the start, Aleksandra knew she didn’t want her work to be on a platform like Etsy. It was very important that her creations live on her own website, under her own name. Before Instagram took off, Aleksandra brought her portfolios into retail spaces and galleries to gain exposure. As her Instagram following grew, she attracted influential clients and developed an organic following from those projects which led to more custom commissions over time.

[20:10] HOW DID YOU CONTINUE TO USE INSTAGRAM TO GROW YOUR COMMUNITY AND CUSTOMER BASE?

Aleksandra notes she didn’t have much of an Instagram strategy when she started out on the platform and to this day doesn’t attribute her large following to notions of fame or celebrity. Since her lifestyle is very cohesive (colors, home design, etc.) and therefore always in conversation with her work, she feels she’s able to share content organically.

[21:56] HOW DO YOU HANDLE BEING A MORE RECOGNIZABLE FIGURE IN THE ARTS COMMUNITY?

For Aleksandra, it’s an honor to be recognized in the greater arts community and deeply humbling. Still to this day, she can’t fully wrap her head around the idea of people wanting to stop and meet her, but she is always grateful to those who appreciate her work.

[23:00] HAVE ANY NEGATIVE EXPERIENCES RESULTED FROM YOUR BEING WELL-KNOWN?

Aleksandra has experienced her fair share of online trolls and haters and notes that tremendous expectation is placed on anyone with a substantial following. While she stays open to constructive criticism and feedback, she recognizes that it’s impossible to make everyone happy. She makes a deliberate effort to pull back from social media when necessary and works on cultivating healthy boundaries within the virtual space

[24:34] WHAT ARE SOME OF THE HEALTHY SOCIAL MEDIA HABITS YOU’VE DEVELOPED?

For the most part, Aleksandra refrains from sharing deeply personal information on social media. She also refuses to engage with blatantly hateful comments and does not have her “likes count” feature turned on.

[27:12] WHAT DO YOU DO FOR SELF-CARE OUTSIDE YOUR BUSINESS?

When she’s not working, Aleksandra prioritizes simple pleasures like going on walks or spending time alone at home with her husband. She also makes a point to disconnect from technology in order to recharge and reflect.

[29:19] WHAT DOES YOUR PR STRATEGY LOOK LIKE?

In the beginning, Aleksandra’s public relations strategy was oriented around trades (i.e., she gave her work away for free for more exposure). Recently, she has signed with a talent agency that does all her pitching for her.

[33:07] WHAT TIPS DO YOU HAVE FOR WORKING WITH ONE’S PARTNER?

Aleksandra notes that it took time for her and her husband to find their workflow, but advises all couples in a similar situation to intentionally turn off “work mode” when they’re home together. She also believes it’s wise to allow elements of a partnership to seamlessly and naturally flow into a working relationship while also making roles and responsibilities very clear.

[35:32] CAN YOU TELL US MORE ABOUT YOUR POTTERY BARN COLLABORATION?

When working with big retailers, it’s incredibly important for Aleksandra that her values are in alignment with those of the partnering company. She praises Pottery Barn’s transparency, fair wages, and FSC-certified materials, and advises other makers/artists not to be afraid to lay out their specific needs to see if they can be met by a partnership or collaboration. She also cautions listeners to fully know the implications of what they’re signing off on in both the short- and long-term.

[40:35] WHAT ADVICE DO YOU HAVE FOR CREATIVES WHO WANT TO WORK WITH BIG COMPANIES?

Aleksandra encourages creatives to find brands that align with their values, and if they find a brand they love, to share about them and tag them in their own content.