Episode Transcript
Speaker 0 00:00:01 Today on the Lady Boss Podcast, we're gonna hear from Martha nippert of marani.com. She is a fashion designer in New York City for lots of years under the tutelage of Michael Kors. She had an amazing career, and then she launched her own company, which is original artwork and decor. Think you're gonna find our story really fascinating. Martha, thanks so much for being here. Really a big treat.
Speaker 2 00:00:46 Oh, thank you for having me, Courtney. I'm so thrilled to be here and to be an inaugural guest for or at a Lady Boss podcast.
Speaker 0 00:00:53 All right. Well, um, get let you know you had a very successful and, um, probably cushy position in New York City early on in your career as a designer. Um, would you talk to me about just a snippet on that and then really what made you and gave you the leap to go off and, um, create this online brand? Yeah,
Speaker 2 00:01:12 Thank you. So I have always been a creative person. I've loved, you know, painting and drawing as long as I can remember. And, um, it wasn't really until I left my undergraduate university Wake Forest where I decided that art really needed to be at the foreground of my professional career. And I went to Parsons School of Design where I, you know, love studying fashion in New York City. I know you love fashion too, and it was such a dream that I was then picked up by Michael Kors, where I was an intern and very fortunate, um, took on a role as designer there in, um, working in New York City for a design team. So I loved working there. It was a tremendous education. I was not only designer, but I also worked with buyers. I would, um, you know, order the fabric. I would pick the trim.
Speaker 2 00:02:03 I was kind of doing everything there. So it was a, again, a great education and, uh, foundation for what I wanted to do. But I was also illustrating on, or during nights and weekends, and it allowed me to realize that I missed that creative side of things. So I missed creating with my hands and enough clients kept asking me to create original artwork for them that I then decided, you know, maybe there's something to this. And I realized I could do it full time. So I decided to take the leap. And, you know, my husband encouraged me to do that. My family encouraged me to do that. And I also loved the flexibility of being able to, um, kind of work from anywhere. So not just New York City.
Speaker 0 00:02:46 And how many years has it been that your company's been online and on business?
Speaker 2 00:02:49 Yeah, so I left to go full time in 2015. And since then I've grown from doing just illustration work, freelance for different corporate clients to, um, creating my own collection of apparel, housewares, stationary, all different kinds of things.
Speaker 0 00:03:07 Right. We're gonna unpack that, but I just wanna go back to what, what, I mean for me personally, it was really hard to leave my first really big job. Like you're talking about it, Michael Kors, where, you know, I literally had someone to make my copies and make, get my coffee and for sure make my travel and, and you know, I worked hard and all that, but it was a pretty cushy senior job. And when I think the part nobody understands about entrepreneurship, when you start a company, there's no coffee girl <laugh>. Um, was it hard for you to transition from clearly a, a exciting, big role? I'm not saying there wasn't little detail work to do, but in such a big structured company to go off on your own.
Speaker 2 00:03:46 Yeah, no, that's a great question. And you know, I like to think that I not really kind, you know, beyond anything. I am happy to do the grunt work, but what I missed the most was actually, I'll call it the water cooler talk. So I missed, you know, kind of developing these friendships or these relationships with coworkers. And I was really surprised that I missed that. 'cause I was just by myself working in my apartment. My husband actually worked from home at the time too in our, I think 1500 square foot apartment in New York City. And, you know, it definitely took a leap of faith. And ultimately I would love to have my own team one day when I do continue to scale my business. But I think that for now, you know, it made sense for me to be on my own, to be focused on my art. Um,
Speaker 0 00:04:33 Well, you have the benefit. Um, yeah, so I mean, I, I think what are, uh, talk, you know, why people say at companies is the friendships. And so you probably were, uh, part and parcel to that as well at Michael Kors. Um, it's interesting though, I think, you know, you, you started close to the pandemic. We'll get to that and kind of how you pivot. Um, I, I wonder if the real work that you do for so many high-end companies, fortune 500 companies mm-hmm. <affirmative>, you can kind of get that same, um, that that that people contact by seeing them face-to-face. Is this a, is this a sale you need to make face to face when you're selling original artwork to a Fortune 500 company?
Speaker 2 00:05:13 So, I know that we've talked before about doing things the old school way, and I'm definitely an old school person. I do really value developing client relationships. And that's how I've gotten most of my business to date is, you know, continuing working with clients that have been clients for many, many years, but also through referrals. And I do think that that is sort of my version of working in an office or with a collection of people. They might live in a completely different city. But now through Zoom and through, um, you know, the technology that we have today, I'm able to have these relationships that I think do feel, you know, part of that for me. I certainly miss, um, the friendships that I made in an office setting, but I think that I'm just doing that now in a different way.
Speaker 0 00:05:56 So you were kind of out in the forefront of social media, um mm-hmm. <affirmative>, how i, I know that's been a big part of how you grew your business, but how early did you jump in and really, what would you say, what made you so good at that? 'cause you really gathered a lot of followers and, and influence on social media. Yeah,
Speaker 2 00:06:15 Thank you. So it's kind of funny 'cause I certainly don't consider myself to be an influencer by any means. And I'm not even sure that it's something that I am fully grasp because social media is, you know, constantly changing. And again, I know that we've talked about that in the past. That's a landscape that's constantly evolving. But what I've been able to do is develop a following as an early adopter of specifically the platform Instagram. You know, I remember I didn't really know what I was doing at the time, and I decided to put my work out there because who would not wanna be a part of a platform that's basically about beautiful visual images. So as a visual artist, I saw that as a huge opportunity to get my work in front of people that otherwise wouldn't be exposed to. And, um, I just started putting my artwork and my, you know, my artistic journey out there so that people could be aware of it, respond to it, I could get instant feedback.
Speaker 2 00:07:08 I also love, like, I miss critiques in school and, you know, hearing what people have to say about my work. So there was some of that element as well. And you know, what social media has done is it's democratized the fine art playing field. So someone in rural America can have more exposure than say, a fine artist in New York City. And I think that's so powerful that people are able to gain this engagement from their followers. So again, my followers, wow, they've been very devoted and loyal to me, are not necessarily a large group of people, but, um, you know, it is a collection of what I'll call Martha Artwork fans. And so when I am able to put my work out there and say, Hey, I just created this new painting, or I just partnered with this new brand and get that instant feedback or that instant sale, you know, it's a really, really powerful tool. So I continue to use mostly Instagram, even though that is again, a changing platform.
Speaker 0 00:08:09 Um, okay. So you're, um, you know, a lot of artists I think, um, have to sell their work, but you're actually leaning more on marketing. Um, you're really sort of setting it out there, gathering feedback and positioning yourself to gather, uh, gather new people. How does the, if you had to break down your business, between the things you sell online, all the products that take your artwork and put it on, versus these commissions that you do mm-hmm. <affirmative>, what's the split financially?
Speaker 2 00:08:37 Yeah, I mean, the split right now really is truly 80 20, 80 being client work. I mean, the client budgets that I get are just, you know, that I, something that I would've never even fathomed as an artist. And it's really nice to be able to get compensated in a really fair way for the work that I do. So I haven't been able to kind of, or I haven't wanted to get away from that portion of my business because to your point, it also allows me to have exposure to all these different people that I'm forming relationships with. But then, you know, also to keep me on my toes and work across a variety of industries. So I've worked from obviously fashion brands, but also beauty brands, pharmaceutical brands, I mean industries that I would've otherwise probably never even, you know, thought about working with.
Speaker 0 00:09:25 So what, um, tell me if, uh, you know, so you think about commissions and, and they take a lot of time, but as you said, make a lot of money, um, not a super scalable model, um, where the other part of your business very, very scalable. Yes. Which one, um, appeals to you if you look forward?
Speaker 2 00:09:41 Yeah, that's a great question. So forward. Absolutely. Um, the scalability of my housewares, my apparel. And, you know, I see this being a lifestyle brand that's rooted in art. I love the idea of bringing joy to the consumer through beautiful products. And I think there's always gonna be room for that. I think there's always gonna be people that want to fill their homes with beautiful objects. And, um, you know, ultimately when I'm finished, my focus right now is certainly on my family and being a mom of three young children. So ultimately, when they're all in school, my plan is to just kind of go gangbusters, if you will, and scale that to the level that I know it can be. And you know, right now I again, use social media to test out the products that I have and get consumer feedback. And I, I know that I've proven the concept. I know that the, um, the need is there, that there's a need in the market for it just based on the brands that I've worked with and the people that have purchased my products and keep asking for more. So when I'm ready to blow up my business, I think that ratio will change and I'll be doing less and less client work and more work for myself.
Speaker 0 00:10:54 Would you ever consider, I'm thinking through, you know, all these, um, big brands that you've worked with mm-hmm. <affirmative> done your, their Windows and Art commissions. Yeah. Um, why don't you pitch them the idea that you become a collaboration with them and at least now have them do the work where they're putting your designs onto their product.
Speaker 2 00:11:17 So this is why you're the lady boss. 'cause you <laugh>, you, you know, you get it. And you know, and I'm so grateful to know you. We haven't known each other very long, but I do love that idea, um, in terms of allowing someone else to kind of create the merchandise and be the, be the manufacturer, so to speak. And I've done that on a very small, um, kind of one off example. So for example, you know, I did a scarf with Talbots that was sold on a national stage for the Susan g Komen Foundation, and it's sold out online and in stores. And that was an amazing thing because all I really did was create this artwork that celebrated being a woman and was colorful and totally me, and could have totally been part of my own brand, but instead it was sold, um, at Talbots with my name on it. So again, you know, if someone wanted to create like, table linens or, um, housewares, candles, lamps, you know, there's so many different things in our homes that I think Wow. Could totally be designed by with my artwork.
Speaker 0 00:12:22 Well, I think that's a great, um, success story. Do you think, um, I, I know you're driven a lot by art. Um, what part of like the financial picture drives you?
Speaker 2 00:12:33 Yeah, so I mean, I really, I think I set out to kind of debunk the whole starving artist concept. And I think, and you know, when you say that you tell someone that you're an artist, you almost have to prove yourself a little bit more. 'cause I think they're like, okay, you're an artist, but in reality, you know, if you know how to merchandise to yourself and market yourself, you can make a really good living. And I think that was really motivating to me that I was making real money by merchandising my work, by taking on these client roles and, you know, getting the credibility that not only am I putting my artwork out there on social media, et cetera, but also that, um, you know, I was being compensated in a really great way for it. So I think the financial independence of that is really motivating to me.
Speaker 0 00:13:23 Yeah. That's awesome. You know, I had this massive, I I really resonate with what you just said about being creative. So I had a massive self-limiting belief early on in my career. Mm-hmm. <affirmative>. Um, people would say, oh, you're so creative. And I'd say, no, I'm not. And, and oh, you're so creative. And I would, I would just shut it down right away. And I realized what I was really shutting down is I heard creativity equaled no money. Oh. And, um, because that starving artist is a thing mm-hmm. <affirmative>. And once I realized that creativity is really the real secret sauce that makes every business go right, and you do a different creative than I do, but I think every day I am solving problems and my creativity in solving problems, um, it really became my secret sauce. So sometimes, um, I think that is so important, and you can spread that word to other artists. I think they, they, here you gotta be a starving artist. And they don't understand that that's just a self-limiting belief. You know, it's, you, you can market yourself, merchandise yourself, get a big network, and you don't have to be, and the world sure. Needs more creativity for sure.
Speaker 2 00:14:25 I agree. And I honestly, I think that everyone is creative and I think they start out creative. And I think at some point in schools, or I don't know where it happens, people are identified as creative kids. I was fortunate, I was fortunate enough to be identified as one of those kids, so I was always kind of encouraged to go on that path. But in reality, we all use creativity in different ways. And I think the more that you can do that in your business, whether you're a scientist or a teacher or whatever it may be, you know, it's just going to be one more tool in your arsenal. So yes, creativity I use not only artistically as a painter and an illustrator and a designer, but also in all the roles that I apply. So in my, you know, growing my business, in being a mom and being, I mean, just living my life. I use creativity constantly. Yeah.
Speaker 0 00:15:18 I think it's so good. I don't know, there's something about your artwork that, um, just makes me happy when I look at it, and I thank you. I, I think that's, um, a real gift in today's world. Thank you. Um, I really like to hear about, um, what, just if you, who was the one person that kind of kicked you out of the nest and really said, Martha, you can do this. You can, you can work on your own, which is, and build a company.
Speaker 2 00:15:40 Yeah. I mean, I've had so many cheerleaders throughout my life. Again, I've been really fortunate in that sense. You know, I think my husband played a big role in telling me that I, I could leave my job at Michael Kors and your, my cushy job, so to speak, and a job that most people working in fashion would do crazy things to get. But, you know, I think people have just encouraged me, whether that be my family and my friends who have just been devoted. Um, sometimes clients of mine, which have been a really wonderful thing to experience, but also, again, a community of social media followers who have been there since the beginning and been fascinated and invested in my story. You know, I don't take that for granted one bit.
Speaker 0 00:16:23 Um, I resonate with that part about your husband. When I went to my husband and told him I was gonna leave my big cushy job, he, um, he said, why would you ever do that? And I said, well, you know, they don't understand. I'm a mom now. And, um, and I've got this big role. And he said, they don't need to understand you get paid for your aggravation, <laugh>. And it was a real, um, you know, he was scared. You know, we were young, we had a lot of bills and, um, I was at the time the primary, the, the bigger earner mm-hmm. <affirmative>. And, um, he was in M B A school. So I think that, um, and nobody could have stopped me. I I could've been starving and broke and nobody could have stopped me because I was more scared of, um, having a regret than I was of failing.
Speaker 0 00:17:08 Hmm. Failure never really seemed like something I was scared of. I love that. Yeah. I just didn't wanna die and say I was supposed to be an entrepreneur, but I was making too much money so I didn't try. Right. And so, yeah. Good for you. I think it's, um, I think that there's a real need for it, and I think for sure your company has to be out there and growing. I think the collaboration idea is, I mean, that's a great resume builder, great way to really expand your reach and, um, you gotta find some the next cooler hip or Talbots. I mean, Talbots is great. Yeah. But, um, you're, you've gotta go upstream. That's an incredible
Speaker 2 00:17:42 No, for sure. And I've worked across, again, d different variety of brands. I've worked for luxury brands as well. And you know, I, I like that I'm not limited to one space. So I mean, I've worked for Neiman Marcus, I've worked for Barney's, um, I've been featured in the New York Times and you know, all of that. It just kind of goes in the hat of giving myself more confidence and the ability to know that there is a need for my art. And in a, in a world that's so saturated with artists, especially looking on the platforms like social media, it feels like, is there even room for my voice? Is there room for my work? Of course there is because, you know, I remember Elizabeth Gilbert and Big Magic talked about how, you know, there aren't really that many new ideas, but there are, there's the opportunity to do the same thing but do it by you. So again, people, you know, might see work that's similar to my, my own, but it's still not done by Martha. So I love that idea that there's space for me no matter what. And again, with the collaborations and working with brands that I love and feel like match my values is a great thing.
Speaker 0 00:18:49 A hundred percent. And we talk a lot on the Lady Bus podcast about taking business models that work and just making 'em better. Yeah. You know, you don't have to, um, create an entire new avenue. Some people do and, and will leave Elon Musk for all of that, but there are lots and lots of ways to make a huge impact, which is what you're doing. Thank you. Um, well, congratulations on everything you're doing. Yeah, thank you. Um, it's really gonna be fun to see what's next and I think you're gonna be a household name. Yeah,
Speaker 2 00:19:17 I hope so. I mean, that's the plan. And I am really excited 'cause I don't think there's any limit in front of me, so thank you.
Speaker 0 00:19:23 It's the mindset that gets us there.
Speaker 2 00:19:25 Yes, absolutely.
Speaker 0 00:19:31 This is my favorite part of the Lady Boss podcast. We end every interview with a rapid fire question where each guest gets to give us a little insight into what got them to where they are today. So, Martha, yes. Let us know what is your favorite business book?
Speaker 2 00:19:48 Yes. I don't know if you can really call it a business book, but I, I love Big Magic by Elizabeth Gilbert. I just think it totally taught me to think about creativity in a different way.
Speaker 0 00:19:58 Oh, I love that. And of all the mentors that you've had over your lifetime, what was the best business advice one of them has given you?
Speaker 2 00:20:07 Um, know your worth and to not be afraid to ask for it. Oh,
Speaker 0 00:20:12 Great advice. What would you list as your superpower?
Speaker 2 00:20:17 Um, so I love to do live illustration events, so I think it's just the ability to create fresh artwork in real time.
Speaker 0 00:20:25 Okay. And Martha, finally, um, would you tell us what would be the one piece of advice you'd give, uh, other entrepreneurs on their journey about how to move their business forward?
Speaker 2 00:20:34 Yeah, so I think it's just to look forward, to stay focused on your vision and to not listen to the naysayers.
Speaker 0 00:20:42 That's awesome. Thank you for being with us today. Thank you. It was so much fun to hear your story in more detail.
