Rootsfarm
Phoenix, Arizona
Tell us a little bit about who you are and what you do:
Alley Yerger: Owner of Rootsfarm
Photo Credit: Mairead Kelly
I am single mamá living in Phoenix making pottery! I work full time while raising my two kiddos. Pottery was a hobby at first and has now turned into this small fun business we call rootsfarm:)
Let us know more about your business name - how did you come up with it?
The name roots seemed right for me because family is extremely important to me. Honoring my roots that are from the south and honoring family roots in general. Also I’m a gardener and to me roots of plants are like our anchoring on the earth and in ourselves.
The word farm came about because I grew up on a small farm. I also feel that farming was the beginning of humans cultivation on the earth. It is important to farm to keep us connected to ourselves and our food source.
Along with this, when I started rootsfarm we had lots of pets and gardens around us. So our life felt like a farm in its own chaotic beauty.
What is your signature style / item? How did it become so?
Our signature staple is the organic shapes in the pottery because I hand make everything. I like creating new things in the moment so it all turns out unique. Another signature of rootsfarm is the turquoise blue color glaze we use. It reminds me of AZ blue turquoise and the ocean/earth/sky. Very beautiful calm color that means a lot to me.
What makes your business unique to the industry?
I try to make our business very sustainable. I don’t waste clay and I recycle shipping materials. Also I use vintage or found objects for patterns. All our materials are locally sourced and
we don’t mass produce anything, everything is one of a kind.
What's been your biggest roadblock when it comes to business and how have you been able to overcome?
it’s hard to go from creating in a free flowing space to going into the marketing/sales of the business. It is hard to keep up with the demand sometimes which takes away from the creativity of it all. Also since I’m in a full time work position and single mom it’s a balancing act between it all :)
How has your business had to adapt amidst the Covid-19 Pandemic? What are you doing to navigate the situation?
Most of our business is online but lots of local shops in PHX that take our products have been closed for a while. Also we usually partake in holiday markets or farmers markets which have also been closed for sometime. COVID has not effected us as intensely as some businesses which we are extremely grateful for! We have adapted to more online shopping through Etsy:)
What is your favorite part of what you do?
My favorite part is having the creative space to make the pottery into whatever I desire. Rolling out clay and forming something with my hands; bringing an item to life gives me the most joy!
What is your *must do* local activity?
I love hiking camelback mountains and riding bikes through my neighborhood. Watching Arizona sunsets and enjoying the beauty of this state.
My favorite local restaurants are Flower Child, Ingos Tasty Kitchen, Federal Pizza and the Parlor. We have so many great local restaurants in the PHX area.
Where to find Rootsfarm:
Website: https://www.etsy.com/shop/rootsfarm/
Instagram: https://www.instagram.com/rootsfarm/