I have been
getting that question a lot lately and I felt that it was REALLY important that
I write something in response. I have been very apprehensive and nervous to write
this post. I was actually told by a few people that I shouldn’t even write it,
but I felt that it was really necessary. I feel an immense gratitude towards my
fans. Without you, I would not have the company that I have today.
And so, I thought that it was time to
tell you my story.
When I was in High School, I had really bad grades. I
thought that school was a social experience. Not really a place for learning. I
didn’t really take it seriously as you can guess. For example, when it was time
to take my SAT’s I didn’t bring a pencil or a calculator. I remember wondering
why everyone was so frantic and crazy about the test. Was it really that
important??? I decided in my senior year that I would go to art school and
become an interior designer. You didn’t need to have good grades, just an
awesome portfolio. Problem was…. I had never taken an art class in my life or
had picked up a pencil to draw. I had some friends in the art studio class in
school and I thought if they could do it, why couldn’t I?
My art teacher, as they usually are, was a mighty eccentric
character. Loads of curly frizzy hair and an insanely happy personality. When I
told her my dreams of going to art school and that I needed 12-15 pieces for a
portfolio - oh and that I had never taken art before or knew how to draw – to her
credit she didn’t even blink an eye. OK fine – she looked at me as if I was
crazy, but she held it all in and never dashed my dreams. It was through her
that I first found my love of studio art and discovered the richness of art
history. I truly owe her a lot.
In the end, I came up with 5 large pieces and a sketchpad of
drawings to show at my college interviews. I remember thinking that it was a
long shot to get in, but get in I did! I was accepted to 2 of the best art schools
in NY – the only 2 schools that I had applied to.
But life does not always lead you
down the easiest path or take you down the roads you normally expect to take.
God directs you through the path that is best for you, even if you can’t see
the big picture right away.
I deferred college for the year and went to Israel, learning
at a seminary in Jerusalem. When I got back – and this is a story for ANOTHER
blog (I promise, it’s a REALLY good story) I married my husband who I had
been seeing since I was 15 years old. We decided to settle down in Los Angeles
and so I gave up my dreams of art school on the East Coast. I had no mommy or
daddy who would support us. It was extremely important that I find a job fast. Since
I had received my teaching degree for Judaic Studies in Israel, I found a job
as a teacher at one of the local orthodox day schools. At night, I went to
design school at UCLA.
It was during these first 2 years of marriage
that the groundwork was set
for who I would become
and for the company I would
later create.
At UCLA, I realized that as soon as I started taking CAD and
all the building courses, that I truly HATED interior design. That wasn’t what
I liked about art. I loved the color theory classes and the courses that
brought about creativity and expected you to think differently. I loved studio
art and the prospect of designing pieces that were done by mixing various
elements and materials. I didn’t realize this at the time, but those feelings
spilled into my teaching. I began teaching students visually and kinesthetically.
Special Education became my forte.
Not 2 Shabbey first began as a
scrapbooking company.
I loved to scrapbook – especially my little kids. I sold not
only my skill as a scrapbooker, but also various scrapbooking supplies. This was
during the time when scrapbooking was all the rage. My husband and I soon moved
to the NY area and Not 2 Shabbey then evolved into a crafting company. I love
wood – and so I would craft on picture frames and mirrors, as well as other
types of wood pieces and sell them at craft fairs around the Tri-State area. It
was a hobby at the time, I still taught, and crafted on my down time. In November of 2010, I was at my Aunts house for
Thanksgiving vacation. She had once owned a company where she sold hand painted
acrylic pieces, like address books, accessories holders, and tea boxes. She
wanted to get rid of her stock and so I took it and told her I would paint the pieces
and sell them at my next show. I became successful selling acrylic and realized
for the first time that I might actually have a viable business and not just a
fun hobby.
I began to notice 2 things…..
#1 – People (especially Orthodox Jews) like to entertain
and because of this they want and need good quality serving pieces.
#2 - People do not like acrylic as much as they like glass.
So one summer, and I’m not joking. I taught myself how to
paint glass. It took me some time to figure out how to do it and what materials worked best, but once I learned how my business immediately changed - Overnight .
Sometimes things come together at the perfect moments. Just
at the right time. That’s what happened here. Just as my business was taking
off, social media stated to become very popular. I started researching how to
grow a fan base and what you needed to do to become successful through facebook. I
kept reading over and over again about giveaways. I was very scared to give
things away for free. Not only was I working hard to make the piece, but it
cost money to buy the products. I was a little weary of doing it, but then I
read about an IKEA in Europe who ran a brilliant campaign on Facebook. They
didn’t have enough money to advertise their location so they created a facebook
page. Every day they uploaded a new picture onto their page and whoever shared
the photo first would win that piece of Ikea furniture free. They had gotten so
much publicity through facebook that millions found out about their new
location and paying for advertisements wasn’t necessary.
I thought, “Hey, if it worked for
them, maybe it would work for me!”
I ran my first campaign I believe, that winter. I immediately
gained 300 followers, and every time I posted a new photo I gained another 100
or so fans. I realized the brilliancy of my plan. I needed to get my products
into the hands of my fans. It wasn’t just enough that they “LIKED” my page.
They needed to see, feel, and above all else use my pieces to fall in love with
them, so they would recommend them to their friends and come back to me as a
retail client. As my fan base grew, I started going to stores and creating
relationships with their owners. I started painting exclusively for a
manufacturer after we made a connection at the NY Gift Show. I was there
looking for good pieces of glass and he was a vendor looking to offer something
different to his customers.
So now I was working wholesale to stores and retail to
private customers AND still teaching. It all started to become a little too
much for just little ole’ me. I really needed help. I had gotten to the point
that without spending money my company wouldn’t grow, but I had no money to
spend. I had set my pricing too low and wasn’t making enough to cover for
workers. It was do or die.
A couple months ago, a friend of mine recommended that I
speak to Shoshana Raff, an amazing business coach. We went out for lunch and I
began telling her about my company and what I was all about. We immediately hit
it off and I knew that she would be a great asset to me and my company. She
found me Natan who would become my new business administrator and
The Clear MyDesk team who would redesign my studio space. I also hired an assistant painter who preps
and cleans pieces.
So why am I telling you my story?????
There are always challenges to selling you own work. As an
artist, it is very hard to set pricing for your own pieces. You know the time
and effort it takes to create the item and we usually undercut our value. We
don’t always see the value of our own worth.
What I’ve learned is….
#1 - How I perceive myself is how others will
perceive me.
#2 - If I want my company to be taken seriously
then I need to take it seriously.
#3 – The company
has to work efficiently and professionally.
With that in mind……
I have grown a company that was
created by me, but is no longer just me.
Not 2 Shabbey was started by Abbey, but it is now running as
a bigger entity and because of that my pricing has
gone up.
As I said in the beginning you are my biggest asset.
I would not be here if it wasn't for my fans.
So please accept my gift to you!
Use Promo Code – MYGIFT
and receive 20% off your entire order from now till May 15th
We are still working tirelessly on the new website. And we
have so many great things ready to come at you in the next couple of months.
Things that will BLOW YOU AWAY. But for now please bear with us as we are in
transition mode. Most everything is up on the site or will be soon. Although
there are a limited amount of photographs- I PROMISE WE ARE WORKING ON IT!!!
I hope this helps to explain some things and clear up some
of your confusion. If you weren’t wondering what was going on, then I hope you
found this to be a good read anyway!
All the best,
Shabbey Abbey
So for all you hard working mother's out there, here is a gift for you! 
