Felty995 — Local Undercover

Tell us a little bit about who you are and what you do:

I'm a former graphic designer turned fiber artist who has been needle felting for over 7 years. I make brooches, charms, bracelets and tiny sculptures. I now sell online but before the pandemic I sold at art fairs and at a small local quilt shop. I enjoy creating a wide range of items: from scenic landscapes to frogs piloting UFOs. I tend to lean toward the whimsical and goofy. Continually experimenting with new ideas makes felting both challenging and fun for me.

Let us know more about your business name - how did you come up with it?

I would like to say it took me months of research to come up with the name of my company, but it was really by accident. I wanted to post my art on Instagram so I needed a user name. On a whim I came up with the “felty” part because I wanted to post my felt artwork and the “995” came from my old address number when I lived in Pasadena.

What is your signature style / item? How did it become so?

I would say my signature item would be my mini gherkins. They were a popular item at craft fairs and I sold some to a local quilt shop. I also received an order to put 5 of these gherkins in a jar with a label to look like the gherkins that can be purchased in a supermarket, the only difference being each gherkin had a face on it.

What makes your business unique to the industry?

I feel what makes my business unique to the industry is the versatility of the medium I chose to work in. Needle felting enables me to sculpt, embroider or embellish wool felt to make so many unique designs. Mini paintings, mini sculptures, jewelry, blind boxes, dolls...there are so many possibilities. Not many mediums provide this versatility.

What's been your biggest roadblock when it comes to business and how have you been able to overcome?

The biggest roadblock I found when it comes to business is that sometimes new ideas for art pieces are hard to come by. When my ideas seem to have run dry I need to step back and take a break from the process for a while. I cannot force ideas to come to my head. They have to flow naturally or not at all.

How has your business had to adapt amidst the Covid-19 Pandemic? What are you doing to navigate the situation?

Seeing more and more craft fair venues being canceled during the pandemic has been quite disheartening. It made me realize how much I missed the enjoyment I received from interacting with customers face to face. The only solution to keep my business going was to sell online. I might not be able to interact with the customers as directly as an in person event allows, but I'm still able to get my work out there.

What is your favorite part of what you do?

The favorite part of what I do is to see the smile on customers faces when they see my work. I also enjoy it when customers make a point of wearing a brooch I sold to them at a previous venue. This makes me so happy to see that they are happy and actually wearing one of my pieces.

**What is your must do local activity?**

My favorite “must do” local activity would be to take a walk in Arlington Garden in Pasadena. It is a beautiful place to get fresh air, relax and be with nature.

Where to find Felty995:

Local Undercover Shop: https://shop.localundercover.com/pages/seller-profile/felty995
Website: felty995.com
Instagram: instagram.com/felty995/