We are thrilled to welcome Heidi of Heidi Davidson Design to the Spotlight this month! Heidi is also new to our Creative Community this year (yay!). Discussing biggest struggles, adjusting and refocusing since COVID, tapping into your local community, creating a PRO offering, and becoming a wedding planner’s BFF, Heidi shares so many tips and pieces of gold in this Spotlight interview! Without further ado…
My name is Heidi Davidson and I live in Orange County, California with my husband and our two little kids. My business, Heidi Davidson Design, evolved out of my background in stationery design (my very first job at 16 was at an invitation shop!), and my love of calligraphy. I create custom wedding invitations and signage incorporating calligraphy and custom art.
- I lived in very small town in Spain for a year teaching English after college. Still dreaming of those tapas!!
- One of the coolest (and scariest) things I’ve ever done is swim with whale sharks.
- My son was born at 3:33, an auspicious number if you’re into that kind of thing. I love catching 3:33 on the clock!
Spill The Tea
What has been your biggest struggle or challenge to date? And how did you overcome it?
The biggest struggle I have faced in my business is the ever-evolving dance of being a full time mom and full time business owner. There are days I feel like I’m putting in work from sun up to well past sundown. This challenge has provided me with a continual learning opportunity learning to ask for and hire help, only commit to the projects I truly love, and release the guilt that crops up for feeling like I’m not giving enough in either area. I have learned how to be laser focused during the limited work hours I get, and I have to embrace this time for what it is.
What does your typical workday look like?
A typical workday for me varies wildly today from a year ago! Having my second child and Covid hitting really turned my schedule upside down, but I am trying to embrace it. When I’m not sitting the floor playing with my kids, I am working on wedding invitation suites for 2021 couples and working on streamlining all of my forms and processes. When weddings are “back on” in my area, I want to be prepared with documents that help my couples understand all of their available options without as much back and forth on the email front. I am also pairing down the services I offer to maximize the areas I love working on most. I’m also taking this time slow down and find new inspiration to bring to my work!
If you could give one piece of advice to someone just starting out, what would it be?
Tap into your local community! If you work in stationery or calligraphy like me, see if there is a local wedding scene. In the early days of my business, I connected with several local wedding planners, florists, photographers and venues (and I still do this today). Those connections not only directly drive business, but they help me feel like I am a part of a larger community, not working alone on my little island. We share in the victories and difficulties!
How Do You PRO?
How did you create your PRO offering?
I created my PRO offerings to be paired with my custom invitation and wedding-day stationery services. I include the option to add a wax seal to all of my clients through physical samples and photos.
How did you decide on pricing your wax seals?
Pricing depends largely on the intricacy of the design of the seal, as well as how it is being applied. If I am assembling by hand, such as sealing directly onto ribbon, I price higher than I would if I were able to order pre-made seals from Artisaire (Which I do whenever I can!!!).
Do you have any tips for your fellow stationers on selling wax seals?
Get the updated swatch book!! Seriously, almost every client I have shown the swatch book to immediately wants to add a seal to their suite because the colors are so attractive. My clients also love when I show them how we can incorporate their custom wax seal into their wedding day paper goods.
Heidi: The Teacher
What is something that you would want to tell someone new in the stationery industry?
Create what YOU like!! Whether it’s invitation design, calligraphy style, photography style, your overall color choices, even your tone when writing your Instagram and web copy- if you love it, you will draw in clients who do too. It’s tempting to emulate what everyone else seems to be doing. But you know when something is your own vibe!
What is one stationery tool that you can’t live without and why?
I truly can’t live without my printers. For invitations, I outsource to professional printers- but for envelopes, samples, and small signage, I print at home. It gives me so much flexibility and possibility! I love my Canon Pixma Pro 100 and HP Color Laser Jet Pro MD452.
Teach us something!
My business gold: being a wedding planner’s BFF. Nothing has helped my business thrive in my local wedding industry more than providing wedding planners with an exceptional experience. How? When I package up place cards, I group them by table number so they are easy to place on wedding day. When I finish up a custom invitation suite for their client, I address one to the planners so they get to see and keep a copy. I put together special stationery sample packs just for my planners. I reply to their emails quickly. I send a small thank you gift at the end of the wedding season. Wedding planners have clients who have the budget and appreciation for custom stationery, and they love having vendors to refer who are talented, professional, and make their jobs easier.
Thank You, Heidi!
Heidi – we absolutely loved learning more about you and learning from you! Thank you for being in the Spotlight! We are already looking forward to part two next week! Be sure to connect with Heidi on Instagram here!
The Artisaire PRO Team