Counting Their Blessings
It is a thrill to see an energetic couple successfully grow and enjoy a great business. Please meet Howard and Whitney Schwartz, the brains, talent, and energy behind Whitney Howard Designs.
Photos courtesy of Whitney Howard Designs
In 1999, Whitney owned a boutique in Calabasas, California, where she loved selling meaningful gifts to her customers. She became inspired to create her own products, and among the first were the Blessing Rings. Each ring is a pewter disk, inscribed with a blessing such as Gratitude, Love, or Courage. The center design is cut out, which means the Blessing Ring can be slipped on a keychain or necklace. Whitney noticed that was all she sold some days. Her customers loved Blessing Rings!
In 2003, Howard, a former actor and businessman, joined Whitney to see if they could grow Whitney Howard Designs to provide a family income. They took their Blessing Rings to trade shows in Los Angeles, San Francisco, Portland, and Seattle. Howard loved making connections with customers and began developing long-term relationships.
He identified unique customer groups and developed a strategy to reach each one. There were colleges, hospitals, museums, and national parks, as well as gift shops and galleries. For each, he identified the best trade shows, sales reps, and marketing materials. Howard also realized they could help businesses and sites raise brand awareness by creating customized products for them, which they have done for many, including the United States Holocaust Museum and the 9/11 Memorial.
As their business grew, they developed additional, meaningful jewelry items such as the Quotable Cuff, a bracelet with powerful sayings. They realized their business had a unique niche, celebrating and observing life’s special moments in an affordable but touching way.
Photo courtesy of Whitney Howard Designs
Howard still believes strongly in trade shows because retailers want to see and feel the merchandise and get to know the people behind the products. However, like many, he wishes trade shows would find ways to make exhibiting less expensive for small businesses.
Also in today’s digital world, Howard knows he can reach customers around the globe by placing Whitney Howard Designs on platforms like Faire, Abound, Tundra, Juniper, and IndieMe. He wishes there were more standardization on these sites because the time and frustration of dealing with so many individual features can be daunting.
When a unique retail opportunity presents itself, Whitney and Howard energetically prepare for it. At the One of A Kind Show in Chicago this past December, they literally sold out their entire booth! They also maintain a retail website, whitneyhoward.com, where you can purchase their work and see their marketing savvy come to life.
Howard and Whitney have developed an enviable business model. Their products are eco-friendly, made with lead-free pewter and organic, sustainable components. Their tags, cards, and marketing materials are printed on recycled paper. And most importantly, they have maintained a promise to “pay it forward” in generosity to their community and their customers.
Photo courtesy of Whitney Howard Designs
Each of them leads an interesting life beyond their company. Whitney is an eco-pop artist making art from recycled cereal boxes. She also serves on the Calabasas Environmental Commission and is the mother of three. Howard is an avid outdoorsman whose other company, HOWTrek, leads small group adventures to places like Death Valley National Park. He is also a committed volunteer, particularly in his children’s schools.
To many of their customers, Whitney Howard Designs is itself a blessing. The products are popular, affordable, and heartfelt. Howard and Whitney are committed, responsible, and fun. Perhaps that accounts for their selling more than 4 million Blessing Rings!
About the Author
Diane Sulg
Diane Sulg is executive director of CRAFT and founder and co-chair of American Craft Week (ACW). She is a handmade advocate who provides valuable information in her one-day seminars titled “All About Wholesale” at wholesale shows throughout the United States. Diane is the former owner of Maddi’s Gallery, in Charlotte and Huntersville, North Carolina.