Girl Gang Founder Phoebe Sherman Talks Entrepreneurial Trends, Launching a Creative Business, and Finding Balance

You’ve likely seen the work of Phoebe Sherman—her feminist art has graced a number of craft fairs, where images of vaginas offer a strong, yet whimsically outlet for empowerment. Her first uterus print was developed just before the first Women’s March, and it resonated so strongly with her audience that she began screen printing the design on fabric, and making pouches, patches, and pins with the goal of giving 10% to Planned Parenthood. Last year she donated over $1,000—which means she sold over $10,000 worth of uterus merchandise. It was through her art and maker fairs that she discovered the importance of community; and in turn developed Girl Gang Craft to support that network. 

The project began as a beautiful accident. Sherman hosted a small craft fair at her friend’s cafe, Lucky Duck Oakland with 15 female artists. She made an Instagram and a website, and on the day of, the response couldn’t be better. Founded two years ago, it’s now a community of women—artists and healers that gather for events and workshops, and stand as a resource for creatives to elevate their brands. They also run a blog, in-store brand designed by Sherman created to “dismantle the patriarchy,” and provide professional services to creative businesses. They also established a scholarship fund to help women build their brands and show their work. 

“Girl Gang Craft has expanded to not only create spaces for womxn-owned businesses, but now strives to elevate these businesses by providing resources to foster connection, inspiration, and skills to collect more revenue,” explains Sherman. “GGC provides coaching, classes, online resources, design, and events to support entrepreneurs.”

This Saturday, August 17th is their Small Biz Summit in Oakland, developed to provide creatives the chance to invest in their education, while having fun and networking with other Bay Area entrepreneurs. There are an array of workshops including “Taxes as Self-Care” and “Money and Self-Worth” as well as a social media panel and keynote speaker. Tickets can be purchased at girlgangcraft.com/smallbiz-summit.

“I wanted to create a place where it is OK to ask big-name artists the tough questions,” says Sherman. “To ask the creators that we admire and follow how on earth they made it, or how they practice self- care, or how they deal with trolls, or how they find inspiration. A place where we can learn about the energy of money and abundance practices, or get down to the nitty gritty and learn about taxes. Not to mention a space to talk to each other, have a cocktail and talk Facebook ads, etc.”

Here, Sherman sits down with us to discuss her insights on some of the major issues surrounding running a creative business:

Rogue Habits: What trends are you seeing around creative entrepreneurs?

Phoebe Sherman: Craft Fairs are expensive to participate in and sometimes pretty exclusive, but they are a great way to get a product in front of the public. Being a maker/artist/creative is HARD. You have to learn to do all the things-social media, Facebook ads, marketing, sales, office management, accounting, etc. Not to mention hone your actual craft! It is exhausting and often isolating.

I think a lot of creatives are reliant on Instagram, and we’ve all noticed our engagement going down as the algorithm changes. If Instagram dies tomorrow, where would your 2,000 contacts go? Are you collecting emails? Are you getting out into the real world? Are you actually making income?

I see so many creatives getting stuck on their Instagram. Yes, it may serve as a front page for your business, but IT IS NOT YOUR BUSINESS. Get out there, make connections, find clients, make those sales. CREATE OPPORTUNITY.  Curating pretty pictures is not going to pay your bills.

RH: How do you recommend getting started if someone is thinking about launching a creative business?

PS: But I would say most important, is to take one step at a time. Start with a logo, then an Instagram. You can build and expand as you move forward in your business. You don’t need to figure it out all at once. Keep your day job a bit longer. Make sure you can support yourself. Your business is a practice, be gentle with yourself. Often as entrepreneurs this is our first time doing all the things, we’re learning! 

Don’t miss their free maker’s guide: https://mailchi.mp/ddf6cf36958c/freemakersguide 

RH: After running a creative business for so long, what are your major takeaways?

PS: I’ve learned so much about throwing events, social media, and managing a team. The most important thing I’ve learned is to invest in your community, invest in relationships. Be nice to people, be authentic. Your community will turn into your cheerleaders/brand ambassadors/fans. These are the people who will spread the word about you. 

RH: As most people who run their own creative businesses are working around the hour, what do you do/ what do you recommend for finding balance? 

SH: That is the question. I am a yoga teacher (I still teach three times a week) and practitioner so getting up four-ish days a week to practice for me is key. It’s also about creating boundaries between your work-life and your life-life. You are not your work. (This is hard for a Virgo like me). I have to leave my phone in the other room. If I catch myself aimlessly scrolling on Instagram, I stop myself. I try to leave my desk and leave my work in my office, this is hard when you work at home though. I am also conscious about my time at my desk. Like If I’m in my flow I can stay at my computer, but if I am fidgeting and hating myself and my work, it is time for a break and maybe I take the rest of the day off, or maybe I find I have energy at 8pm and get some stuff done then. 

 

RH: How do you recommend finding your niche? What do you do from there?

PS: I found what I was good at and expanded from there. I was always planning parties, bringing people together and organizing stuff. Somehow that became my job.

My advice: find out what you’re good at, and do it the best you can do. Don’t fit yourself into what you think you should be doing, or how you should be doing it. If there isn’t a job out there or even a category of business, go out and make one! 

My example: white and neutrals and minimalism is really in right now. That is just not me. So I went in the other direction. My feed/business/branding/life is pink, loud and proud, and crazy; and that has made me stand out in my field, instead of blending in. And there really truly is room for us all to succeed, so you might as well bring the best of YOU to the table.

 

RH: For those that already have a practice, how do you recommend reinventing yourself? 

PS:  I am not sure reinvention is ever the answer. I think you can become more and more authentically yourself. More closer to the truth. Life/business is a practice, and you can keep digging away to get to the center of what suites you. Don’t just re-brand (yourself or your business) because you think you should. If you want change, YES do it, but don’t fit into anyone else’s mold. GGC preaches “cohesiveness” in branding, but that being said we totally break that rule ourselves. You want your brand to be easily digestible to your audience though. Make things simple, easy for your audience to take action, and have some fun.