William Reardon | Episode 897

He’s Moving From Wholesale to Direct Sales | William Reardon | Episode 897

Born and bred in NYC, William Reardon attended The University of The Art Institute of Chicago and analyzed Ceramics and Architecture. Following graduating Will worked in the songs marketplace but returned to get started New York Stoneware In 2013 – an city manufacturing pottery focused on each day objects and tableware.


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How did you come up with the identify New York Stoneware?

Properly I understood that I didn’t want to name the business immediately after myself. I did not want it to be so a lot about the maker and the craftsperson, I appreciated output pottery and that utilitarian slightly less own connotation. So I was born and bred in New York and it just came to me. It is a rather easy thought but it sounded proper and it checked all the packing containers.

Do you consider that in terms of branding, do you consider that acquiring the “right name” , do you think that helps make a distinction in how your firm is perceived ?

That’s a exciting issue. I’d like to discuss about this. It helps make me feel about Goop and Google and all these other companies. I assume with advertising and marketing and defining your concept and your imagery is more important than the “right name”.  I imagine it’s about conversation. Believe about the Rolling Stones, they just stole a lyric from a blues tune. It is just about variety of boring, but you really do not even think about it. You listen to the Rolling Stones you feel brilliant pink tongue, Mick Jagger, Keith Richards, which is what will come to intellect. Not the rolling stones, which is a folk bluesy lyric.

When you made the transition from musician to entire-time potter how did you discover your new viewers?

I type of determined nearly overnight that I would test and make a business out of pottery. And a friend of my wife and me suggested I do the New York Now trade demonstrate, which was in 6 months. So I experienced 6 months to make my collection immediately after having eight several years of not throwing pottery. And so I had internalized all these factors that I liked and I experienced 6 months to make anything of my have that I liked, what I desired and what I imagined seemed excellent for myself.

Had been you equipped to make ample for that trade display?

Perfectly, it was a wholesale trade clearly show. So I just experienced to make samples. But due to the fact I was executing generation pottery I experienced ten or 20 or 30 of anything and the booth festooned with pots. So yeah, I was able to do it.

Has the heart of your business enterprise been wholesale work?

That is what received the small business likely. I did this trade demonstrate and quickly walked absent with ten or twenty get types. I had no plan how I was heading to fill them. I usually favored manufacturing pottery and I had generally practiced it but I experienced in no way seriously developed it. But that has been my model until eventually extremely lately and now I am switching above to direct to buyer. And focusing extra on the promoting, the advertising, and all that and transferring absent from wholesale. But I do have a few wholesale accounts that I love doing work with.

Have you worked as a solo make the full time?

Originally but I really early on necessary additional assist. So as I have developed, my workforce has developed. But I am even now the only one that throws. So I toss each and every working day and I have a team of three folks in the studio each and every day glazing, trimming, packing, everything else in a ceramic studio. And my spouse will help with sales and a ton of the administrative side.

Why did you changeover from wholesale to immediate income?

In significant component due to the fact of that reserve Enthusiasm Financial state. Making an attempt to make your business enterprise sustainably profitable truly prosperous.  Working in the black, you know. And then accessing what my plans are, what I want to be performing.  Do I want to be throwing? Do I not want to be throwing? And just doing all that type of  soul-hunting stuff and attempting to figure out how to make that do the job. And since I want to be throwing, building factors smaller in phrases of units tends to make more sense.  But it also will make me be a lot more in contact with the conclusion client. And that is truly what I am executing. It is a additional personal relationship with me as the maker and what people want.


Elevated in Clay by Nancy Sweezy 


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Instagram: @newyorkstoneware

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