How to Build a Community-Driven Creative Business

Meet Phoebe Sherman, the dynamo behind Girl Gang Craft, a pulsating hub for creatives and entrepreneurs. What started as a fiery response to a political jibe has blossomed into a vibrant community championing feminist ideals and nurturing entrepreneurial spirits.

In this inspiring interview, Phoebe takes us on her extraordinary journey from street activism to creating a thriving, bi-coastal craft empire. With a unique mix of activism, artistry, and entrepreneurship, Girl Gang Craft is more than just a business — it’s a movement. Phoebe’s tale of resilience, creativity, and community is not just motivational but a testament to the power of turning passion into purpose. Dive in as we uncover the story of how a simple print became a beacon for change and a catalyst for a flourishing craft community.

The Genesis of Girl Gang Craft

SBS – Hi there! Can you introduce yourself and the venture you embarked on?

Phoebe – In 2016, when Trump called Hillary Clinton a “nasty woman,” I carved a relief print that had a uterus on it with a diamond inside and had the words “Nasty Woman.” I brought this to the first Women’s March when we predicted (rightfully so) that reproductive rights were in danger, and I sold these on the street. I turned the uterus emblem into a screen print and printed it on cardboard signs that we marched with.

This was the beginning of my feminist apparel line. I screen-printed the uterus on small pieces of cloth and sewed them onto jackets that I thrifted or that customers would send me. I made little handmade zipper pouches. Each item sold collected proceeds for Planned Parenthood. I figured out how to make enamel pins, the same uterus pins that still exist in our collection today.

I was trying to get these wares out into the world and finding the craft fair world to be exclusive and expensive. Some Bay Area shows were upwards of $800 for the weekend, and that was just not viable for artists just starting out. So, I decided to start my own craft fair. I gathered 16 or so maker friends that I had met at other markets, and started a new instagram, and called it Girl Gang Craft.

That first event was magical, and so we did it again and again. Our Oakland event now has about 100 vendors, and we host our markets twice a year. In 2021 I moved to Salem, MA and we started shows in Salem and Providence, RI. We have plans to start a show in Sacramento this year. We even hosted a conference in 2019.

During the pandemic, we really focused on helping creatives bring in money online. We started a podcast and offered classes on topics like email marketing, brand partnerships, social media, and even how to throw your own craft fair.

Crafting the First Event: Conception to Reality

SBS – Walk us through the journey of conceptualizing, creating a prototype, and bringing your website to life.

Phoebe – The first event was just a trial to see if the community wanted to come together in this way, and it turns out they did! From that first event in Oakland to our current programming across the US, we are always testing. We have to try new locations and new programming to see if it is even viable.

I apply this to really any programming and content I produce, whether it is IRL, online, or a product. You can take data and take requests, but at the end of the day, you’re never sure if something will 100% take off or not. You have to create the thing and keep testing it because so much can change.

Running a business takes a lot of skill and determination, but it is also a lot of throwing spaghetti at the wall and seeing what sticks.

I started out with a product, and here I am almost seven years later with a podcast, bi-coastal events, a small but mighty team, classes, and opportunities beyond my initial dreams. You have to trust the journey and not box yourself into a certain category.

Strategies for Success: Launching Girl Gang Craft

SBS – What was your strategy for putting your business on the map?

Phoebe – Initially, I focused on social media marketing and, honestly, print media. I still believe in fliers and business cards! Fliers are truly a must if you have a localized business of any sort.

Now, our marketing is a little more layered. We use FB Ads for our events, ads for lead magnets, email marketing, social media marketing, and, yes, still our fliers. Collaborating with other businesses and large corporations has also served us well.

I’ve been a brand ambassador for Adobe Express since 2020 and the amount of opportunities that have come from that relationship is wild. Keep your eyes open for opportunity, you never know what your business will turn into.

Growth Tactics: Attracting and Retaining a Community

SBS – After your initial launch, which tactics stood out in attracting and retaining your clientele?

Phoebe – In terms of our craft fair vendors, we have always had an abundance of small business owners who want events to sell at. In fact, we can hardly keep up with the demand. But we also don’t want to oversaturate. At one point, we were doing three events a year in one location, and that was just too much — it wore on the attendees.

Our goals are always about making the vendors and getting traffic to the actual event. We want to nurture the vendors with education and hospitality as well. A little love/attention goes a long way! We supply our vendors with ebooks on how to prepare for events, how to help market the event, and how to set up. We’re in the business of over-explaining! It’s always better than under-explaining.

Our social media serves as a hub for connection. We lean on humor and emotions, using memes and reels to find new customers and to continue to connect with our vendors. We also offer classes and courses to help entrepreneurs with skills like email marketing, social media marketing, finding brand partnerships, and even throwing your own craft fair.

Current Snapshot and Future Plans of Girl Gang Craft

SBS – Give us a snapshot of your business today, and share a glimpse of your future plans.

Phoebe – Currently, Girl Gang Craft hosts two or three events in four locations in New England and California. We have a podcast with 36,000 downloads and offer classes on email marketing, social media marketing, finding brand partnerships, and even throwing your own craft fair. We continue to produce and sell our feminist apparel line. I have a small team of five part-time contractors.

I’m working on a fun secret project that, hopefully, I can share with you soon! Plus, I’m just really working on our systems over here, making sure our funnels are working, attracting new email subscribers, and optimizing our sales.

Key Lessons from Building Girl Gang Craft

SBS – What key takeaways or beneficial lessons have emerged as you’ve built your business?

Phoebe – You just have to try, and then you have to keep trying. Consistency is key. Even if it is for 20 mins each day, you’re consistently working towards something.

Be open to whatever opportunities show up. The business you start may not be the business you grow. Your business could turn into something completely different, and you have to be open to it.

Be flexible, learn from your data, learn from your customers, and see where you can innovate.

Be kind to yourself! Running your own business is HARD, and it requires a certain kind of mindfulness and self-discipline. But you have to celebrate, be proud of yourself, and cut yourself some slack. Make sure you REST and find joy in the process.

Essential Tools for Running a Creative Business

SBS – Which tools or platforms have been of great value for running your business?

Phoebe – Some of our favorite tools:

• Adobe Express
• Adobe Acrobat
• Flodesk
• Planoly
• Air Table
• Asana
• Slack

Advice for Aspiring Entrepreneurs

SBS – What advice can you offer entrepreneurs gearing up to launch their first business?

Phoebe – Don’t forget your email list. I see so many creatives put all their energy into social media and forget about building their email list. Start your email list, start it now. Build it and nurture it!

Connecting with Girl Gang Craft

SBS – If our readers are eager to delve deeper into your business, where should they head?

Website: www.girlgangcraft.com
Instagram: instagram.com/girlgangcraft and instagram.com/phoebesherman
TikTok: tiktok.com/@phoebe.sherman