Today we’d like to introduce you to Susan Hazel Rich.
Hi Susan, so excited to have you with us today. What can you tell us about your story?
Susan Hazel Rich is a business owner, designer, and illustrator based in Kent, Ohio. She earned her BFA in Visual Communication Design from Kent State University in 2006. In 2014, Susan transitioned from a career in graphic design and dedicated her time and resources to developing a business that would allow her creative growth and room to craft products that would connect customers to their loved ones. With that energy, Susan created her brand Hazelmade, a home goods, gifts and stationery line focused around her illustration work. At the core of the brand, Susan positions values of small-batch, USA / Midwest made products that are both quality and beautiful works of art, made to be used for everyday life. She is proud to continue this commitment today, and Hazelmade now has thousands of retail customers and is carried in more than 600 shops worldwide.
In 2022, Susan received the prestigious “40 Under 40” award in honor of her leadership, achievements and contributions to the stationery and gifts industry. Susan has been recognized as a top designer within her field by local and national organizations, including the Urban Institute of Contemporary Arts, the City of Kent, the National Stationery Show, and NYNow. Susan remains committed to her community by mentoring students and aspiring entrepreneurs, teaching courses and workshops at her alma mater, Kent State University, and volunteering her professional skills with various student organizations. Susan continues to hold herself, her team, and her products to the highest standards, even as the business grows. She is excited for continued growth and new possibilities with the designs and products the Hazelmade community has come to know and love.
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Hazelmade was founded in 2014 by owner and illustrator Susan Hazel Rich, Hazelmade is a brand of home goods, gifts and stationery based in Kent, Ohio. For over a decade, Hazelmade has produced USA and Midwest Made products that are functional works of art, guided by Susan’s commitment to creating high quality products that connect people to the ones they love. Each design is carefully hand-drawn and paired with the highest-quality environmentally friendly papers, durable cotton fabrics, and minimal earth-friendly packaging. Susan finds herself inspired by everyday objects and the wildflowers around her Kent, Ohio home. Her designs are modern, colorful twists on vintage themes.
Hazelmade has grown since its inception in Susan’s small studio apartment in 2014. Because of her work and her community’s support, in 2021 Hazelmade moved into a commercial studio space in Kent, Ohio. The Hazelmade team has also grown to include a small team who help carefully package products, fulfill orders and assist with the day-to-day operations. Now the brand’s reach is worldwide. Hazelmade is carried in more than 600 stores worldwide and has thousands of retail customers.
The brand has achieved honors in customer service through awards such as “Top Shop” as well as Gold and Platinum ratings through its wholesale channels. Hazelmade has achieved 5-star reviews across all platforms for quality products and customer service.
Hazelmade has had a rich journey since its inception. Susan continues to hold herself, her team and her products to the highest standards, even as the business grows. She is excited for continued growth and new possibilities with the designs and products the Hazelmade community has come to know and love.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It’s easy for me to see that Hazelmade and I have changed immensely since the start in 2014. Eleven years ago, I was a young designer starting Hazelmade out of a closet in my studio apartment, printing cards with simple outlines on my tiny Deskjet printer and coloring each by hand. I didn’t call myself an “entrepreneur” or “business owner.” When I started, I had a fair amount of design and business experience under my belt but I didn’t have illustration skills or an understanding of how to build a product-based business. I started Hazelmade by just working with the knowledge I had and my desire to create something.
The truth is, Hazelmade and I are not who we were when I started in 2014. I constantly seek out business advice from my trusted podcasts or online courses, but one thing they didn’t prepare me for was that over time, businesses change and you change with it. Like any relationship, Hazelmade and I must change and grow alongside each other as our needs change. Recently, I’ve found myself at a point where I need to figure out how my brand and I serve each other. I need to find a balance and preserve the things about Hazelmade that bring me joy. This is a complicated process that I am just beginning to unpack, and I’m honestly excited about the challenges that will come with it.
One thing that always amazes me is how when I started I didn’t let my perfectionism or lack of knowledge stop me; I just dove in. I look back at the woman I was ten years ago, and she was fearless and determined. I made mistakes but I kept showing up and doing the work. That same determination and fearlessness continues to shape Hazelmade today. As I think on my future and the future of Hazelmade, I keep coming back to what’s always served me well: work with what you have and keep showing up.
I don’t know what’s ahead for me or for Hazelmade, but I do know with absolute certainty that I will keep showing up, doing the work and growing. I couldn’t be more proud of all I’ve accomplished. I know that when I look back in another decade with a list of accomplishments I can’t imagine at this moment, I’ll be grateful to this version of myself and all she has taught me.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Each product I create starts simply with pen, paper, and a hand-drawn sketch. I never start my drawing process with a product in mind; I let myself work freely and look beyond the final piece for my inspiration.
I pull my inspiration most often from nature, travel, and storytelling. I spend time drawing from my garden right outside my back door, and in the winter from a cherished collection of vintage botanical books. I love hiking tree lined trails and exploring new cities. I love cooking, markets, and trying new foods. I cherish storytelling through objects passed from generation to generation, shared family recipes, and letter writing. I see all of these pieces swirled together in the artwork and designs I sketch.
Working by hand, I revise my sketches and play with composition using layers of tracing paper. This technique allows me to naturally move shapes and features around to form my designs. After sometimes close to 50 hand-drawn sketches I will eventually move to the computer to finalize the design and prepare it for printing.
Once the design is complete, I research papers, fabrics, and materials, which whenever possible, are sourced within the USA. I test my products with attention to craftsmanship, quality, and durability before they are added to my line. I finish each product with environmentally friendly or minimal packaging. This matches the sustainable papers, fabrics and other materials I use in my process.
Whether experimenting with design, or testing a new material, I am constantly making sure my products are beautiful, thoughtful, and meant to last.
Do you have any advice for those looking to network or find a mentor?
Never underestimate the power of a free coffee or lunch. Back when I started I met a shop owner who was kind enough to point out all the work I really needed to do in order to partner with shops to sell my work. I took that small bit of advice, did the work she suggested and followed up with the results. Proving I was invested, I then asked if I could buy her lunch once a month and ask her questions about my products, wholesale, etc. She agreed. I took full advantage of having access to an expert who was willing to share information you simply can’t find online or in the classroom.
All along the way I kept this pattern going as I met new individuals. Coffees, lunches, and always following up with a thank you note helped me gather real time information from those individuals in my industry.
Today, eleven years after the start of Hazelmade I’m still finding new mentors but now they are more on the business side of things. I currently have 2 mentors, both grew successful businesses, led teams, and have the skills I’m looking to grow in. We have lunches a few times a year and I always followup with a handwritten thank you note.
Pricing:
- $20 tea towel
- $10 mini note set
- $12-$14 notepads
- $5 single cards
- $20 boxed stationery
Contact Info:
- Website: https://shophazelmade.com/
- Instagram: https://www.instagram.com/hazelmade/
- Facebook: https://www.facebook.com/shophazelmade/
- LinkedIn: https://www.linkedin.com/in/susan-hazel-rich-6898a76b/
- Other: https://main-haze-599.myflodesk.com/oewrz7t9dn
