As you’ve probably noticed, the super duper Violet Riot online store is almost no longer. When Beth and I first discussed taking it down, it meant relief, both financially and emotionally. She and I are both being pulled into prosperous, exciting new directions and having this online store that requires attention and money for upkeep, was getting to be too much. And in all honesty, it was tax time that pushed us over the edge. Having to gather all the necessary information and pay for someone to file our taxes for a business that we aren’t really pursuing, seemed like a waste.
So, like I said, relief was the first emotion when we decided to close Violet Riot’s digital doors. But then, as the huge, amazing, killer 50% off of everything sale went underway, it started to feel a bit more bittersweet for me. The amount of orders that came pouring in made me stop and think, “Wait a minute, this could be profitable, look at all the people who love Violet Riot stuff!” And then I had to remind myself that they were buying the stuff for below cost – we were not making a dime off of any of this. Although yes, money was coming in, it had places it needed to go (hi Mr. Expensive Tax Preparer)!
I sat in my car at a traffic light yesterday after dropping off a slough of orders at the post office and I started to ruminate about my journey with Violet Riot. I thought about how it started – me making clothes for my 3-month-old son – and how dead tired I was during that time (and for the next 3+ years!) and laughed out loud at why I ever thought I should take on a business when I also had a baby to nurture an no nanny. ”What were you thinking?!” I asked myself lovingly. And yet, although all of my “free” time (when my son was napping or sleeping) was taken up by Violet Riot and I was depleted in many ways while my son thrived, I can’t help but be grateful for the experience and for all that it’s taught me. It gave me a real life education about business, myself and balance (or lack thereof).
The hardest part about shutting down our online store is that I labored (and I don’t use that word lightly!) over this website. In fact, I completely designed everything on it, twice. I wrote all the content, figured out what the hell Authorize.net was and nit-picked all the fonts. Our first web designers took all my design pieces and a hefty deposit and assured us they could get the job done. After months of seeing little progress, they stopped contacting us and we were left with no website and no money. Our second attempt at a website proved to be a total success because of an amazing company called Shopify. They took my new design pieces and within a week, it was done! So, to now let go of my baby, which turned out even better than how I had envisioned it – is not an easy thing to do. A friend posted a well-timed quote on Facebook this week that has been helping me see the light, so to speak – “Transformation is always possible, you just have to be willing to die a little bit.” I have other ventures I am involved in now and I know that in order to fully make the leap into that realm and to open up those doors of opportunity, I must close some current ones and die a little bit. And it does feel like a death is occurring.
So, as I waited for the light to turn green (it’s a notoriously long light) and was mourning the loss of Violet Riot, I was flooded with all of the things that Violet Riot had taught me. Here are a few…
1.) When I channeled Don Corleone and sent a certain web design company a well-composed, level-headed, yet legally threatening email, I was able to get that hefty deposit back.
2.) Goodwill does not wash their clothes or spray them with any kind of sanitizer. So that Goodwill smell is really what all sorts of people smell like when mixed together. (Don’t worry, we always washed the shirts!)
3.) If I want a business with a soul, I’d better be prepared for a checking account with no money. Making substantial money off of people and having a soul don’t usually go hand in hand.
4.) It was a beautiful thing to start a business based off of something that I loved, but at the end of the day, if it didn’t compensate me for all the time I spent doing it, it might not be was not worth it.
5.) American Apparel’s retail prices are RIDICULOUSLY over-priced when compared to what they charge for wholesale. I walk into their retail stores and gasp at how much money they have to be making – $16 for a pair of boy’s undies?!
6.) Seeing someone else’s child wearing something I made is beyond words.
7.) There was no pattern as to how people bought our stuff. We constantly looked for trends or more popular designs to emerge, but everyone liked something different.
8.) The minute we bought lots of pink to sell for girls, moms started asking if we had anything other than pink – and vice versa.
9.) There are so many steps in making a Violet Riot tee and people have no idea all that goes into it – buying recycled t-shirts, washing recycled t-shirts (see item #2 above), deciding on and tracing out design from recycled t-shirt, cutting out design from recycled t-shirt, choosing and buying new American Apparel shirt, sewing a tag in AA shirt, changing thread in sewing machine to match design from recycled t-shirt, adhering design to AA shirt, sewing design onto AA shirt, attaching side tag to shirt (we’re talking hours here)…
10.) People love getting 50% off of anything!
11.) The people who are most disappointed that we’re closing are also the ones who never bought anything.
12.) When I had to be resourceful, I was – I learned about how to charge for sales tax, what the BOE is, shipping rates, trust certifications, merchant accounts, SSL numbers, business licenses, HTML, etc.
13.) There is no rush in life. There is no need for me to be busting my ass to run a business when I’m still waking up a few times a night to feed my son.
14.) I have a hard time selling. It puts me out of my comfort zone to try to push products on people, even if I did hand make them.
15.) Owning my own business and having a kid infinitely increased the amount of things I had to micromanage. I don’t suggest it.
16.) All my adding and tax calculating skills go out the window when ringing up a celebrity.
17.) Even though we offered an extensive choice of designs, there is always someone who wants something random like an octopus or an Easter Bunny (Hi Rex!!)
18.) Staying true to who I am, my ideals and what I want to offer to the world is satisfying in itself even if it doesn’t monetarily reward me.
19.) When choosing a career, I will stay away from positions that require me to squint, hunch over a sewing machine and flex one foot for several hours a day.
20.) Letting go of Violet Riot does not mean I failed. Instead, it means I am able to go with the flow of life and to recognize when to bend and to know where I want to be in life and to make a conscious step in that direction instead of treading water for fear of exploring new territory.
21.) Getting into business with a friend (typing through tears here) was the very best part about Violet Riot. We heard all the cliches about what it can do to a friendship, but all it did for us was strengthen the love and bond that was already there. Taking a manicure break, oogling the guy behind the counter at American Apparel’s pick up window or stopping for a Pink’s hot dog while waiting for the sketchy screenprinter to finish are really what made Violet Riot worth doing. I hadn’t really realized that until this very minute. I love you Beth!
Let me just collect myself here for a second. Whew. That’s like writing a eulogy.
I cannot express how grateful I am for all the love and support our customers and family and friends have given us and Violet Riot over the few years. Thank you all from the bottom of our hears. One of our top shelf customers, Ona Barnett, has a son who used to call me “the woman who makes beautiful shirts.” My heart just melts to think that something as simple as a shirt can create such love and joy. That was the root of Violet Riot.
In case you were wondering, the new avenues that Beth and I are venturing upon are…
Beth is involved with a gourmet ice-cream company called Beachy Cream, that uses locally-sourced ingredients and even has vegan and gluten-free options of their delicious ice cream sandwiches. She is a business partner with her mom, Ann, who started the company in Malibu, California and it is based off of recipes that Ann’s mother used to make during their summers in Cape Cod. It has taken off and they are in stores, they do high-profile events and they will be opening their first location at The Market at Santa Monica Place on May 20th.
I, Brandy, have been following my passion of supporting pregnant women and moms through the transition into motherhood – whether that be through fertility, birth or post-partum (even several years post partum). I am a Birthing From Within childbirth mentor, which means that I teach/mentor classes of expecting parents and help them navigate terrain that has no map – birth and parenthood! I am finding it beyond nourishing with little micromanaging and lots of opportunities have opened themselves up to me. I like to think the universe is validating my step in this new direction. I also have a website and blog related to this new world (surprising, right?) – you can check me out at www.mothernurturedenver.com
Although the Violet Riot online store will not be around forever, as long as I have a sewing machine, Violet Riot will live on BUT… only when and if I have the time or energy for it. Could’ve used that wisdom about four years ago! Mwah! XO




















































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