Life & Work with Jodie Phelan

Today we’d like to introduce you to Jodie Phelan. 

Hi Jodie, thanks for joining us today. We’d love for you to start by introducing yourself.
Hello and thank you so much for the invite; I’m excited to be a part of this! My name is Jodie, and I am the sole owner and creative mind behind the Etsy Shop Ornamental Gal. 

Creating has always been a part of me. I’ve always loved the satisfaction of making something from scratch with my own two hands. From an early age, I loved to play with modeling clay and coloring with crayons. In a school that morphed into drawing, painting, and even sewing my own clothing. My favorite class was always art; I excelled at it and even took Advanced Art classes in High School. It’s there where I learned to stretch the boundaries of my crafting skills. My teacher often pushed me to think outside the box by pairing unusual items with different effects to produce unexpected results. This only made me want to learn and grow even more as an artist. In fact, I’ve often joked that there isn’t a craft or medium I haven’t tried! I’ve dabbled in basket making, intricate beadwork, knitting/crocheting, all types of painting, especially acrylics and oils, fabric and felt items, etc. I am thankful for this varied background because it’s brought a lot of depth and uniqueness to my ornaments. In fact, my tag line on my business card reads ‘Handmade ornaments and stuff… made by a quirky gal!’ I feel this sums up me in a nutshell, always looking at the world from a different and unconventional perspective. 

When I first discovered Pinterest, it was like a whole new world opened up to me. I was in awe of the amazing creativity from fellow crafters. Seeing everyday items turned into fascinating crafts, mixing fabrics and textures in various mediums, and basically stretching the limits of how something is made from scratch. It’s captivating to witness so much imagination on display. It was then that I felt I truly ‘found my people’. To this day I’m still inspired by these crafters and have often used it as a ‘springboard’ for new projects. Creatively solving problems has been my strong suit and I love the challenges that crafting gives me. There’s nothing quite like holding something in your hands that you pulled out of your brain and made a reality. I laugh because sometimes I even amaze myself when it all comes together! 

I opened my Handmade Etsy Shop 6 years ago. It’s been an amazing creative outlet for me. I’ve been able to combine all my crafting skills and have fine-tuned it to specialize in unique handmade ornaments. The seed was planted in 2001 when I saw an ornament online and wanted to recreate it for my Christmas Tree. It was a beautiful glass ball encased with a lacy beaded ‘net.’ I was in love with beading at the time, especially creating 3D items by weaving beads and thread to make a ‘fabric’ of sorts. It turned out so lovely that I made one for every member of my family. Everyone loved my ornaments so much I started a tradition unveiling a new ornament every year. I had fun coming up with new ideas and always tried to outdo myself with something even more elaborate the following year. I enjoyed it so much I started making them for friends as well and that’s when it started to take on a life of its own. My family and friends started asking if they could purchase them to give as gifts themselves! 

With all this love and support for my ornaments, I took the leap and opened an Etsy Shop on (of all days) International Women’s Day, March 8th, 2017. Next came the decision of a name, oh what would I call my little shop? I knew I wanted to offer ornaments, but I found it hard to narrow it down. I wanted to keep my options open in case I wanted to switch gears in the future. I settled on ‘Ornamental by J Phelan’ (my original shop name) combining my name with ornaments. I felt it encompassed what I wanted to fill my shop with, ornaments and maybe a little bit more. I felt ‘Ornamental’ had a twofold meaning of a physical ornament and something that was decorative. Fast forward 6 years and I have now renamed my shop ‘Ornamental Gal.’ I have became known on Instagram as Ornamental Gal and embraced it. It only seemed fitting that my shop name reflect my online persona. Over the years I have dropped off the ‘…and stuff’ items in my Etsy Shop and have focused on specializing in unique handmade ornaments. 

Once I decided to let my ornaments loose into the world, I picked 12 of my favorites, made a dozen of each, crossed my fingers, and hoped for the best. I learned everything I could about running an online business. I studied endlessly how to use tag words effectively, the importance of SEO, and started creating listings that ‘popped.’ Navigating the world of social media, I found that my photography classes I took in college were extremely useful. Choosing the name ‘Ornamental Gal’ as a fun twist, I soon found my little shop buzzing. As I grew, I started to brand myself, this included getting a logo and business cards to reflect who I am and what my shop is about. I connected with other Etsy sellers and joined (as well as) started seller support groups. Once my sales started humming, I thought it would be fun to make a sales map and pin each one. I am proud to say my ornaments are in every state across this country as well as Canada and Puerto Rico! 

Over the years my shop has transformed from the original varied items of ornaments, scarves, blankets, purses, etc. to offering unique ‘travel tree’ ornaments only. These handmade mementos of cherished vacations here and abroad are what I’ve become to be known for. It’s crazy looking back to see how far I’ve come. I can hardly wait to see what the future holds. This little idea of an Etsy Shop has blossomed and grown right before my eyes. The love and support of Etsy buyers over the years, including anyone who has ever stopped at my booth at a show, have been heartwarming. I’m eternally grateful for each and every person who has (or will) ever purchase from my shop. Thank you for searching me out and purchasing from me! You have helped fill this gal’s dream of making things and being a part of something special. With every kind word in a review or just a simple note that says, ‘Thank you for making such a special ornament; it captures our vacation memory perfectly!’ my heart is touched. I feel so blessed to have met so many amazing people along the way as well. ‘Ornamental Gal’ is such a part of me now; I don’t remember life before! Now, all these years later I have found my true calling ~ creating, making memories, and touching lives ~ one ornament at a time. 

We all face challenges, but looking back would you describe it as a relatively smooth road?
I can honestly say I was not prepared for the road I was about to embark on when I opened my Etsy Shop. There’s a bit of fear mixed with the excitement when you are putting yourself out there to the world. A healthy apprehension will keep you striving for your goal and keep you humble along the way. Backed with the love and support of my family and friends I still had thoughts of ‘Will this really work? Will people love my items that much too?’ Time goes by slowly when you are waiting for your first sale. I worried my pictures were not ‘on point.’ That my tag words and SEO might not be correct and get my items to my target audience. My answer came a few weeks later when I received my first order. I was out walking, and my phone made the most exciting sound ~ a ‘cha-ching’; I was thrilled! It was for ‘Fanny the Flying Pig’ and my customer loved it. She left me an amazing 5-star review stating ‘Fanny is adorable. Very well made.’ My confidence was lifted, and I began to think this could actually work. Little did I know what was on the horizon. I was not prepared for what was next. 

I’ve often joked that I had amazing ‘dumb luck’ that first year. 2017 was a year where Llamas and Sloths were on fire! Of the 12 ornaments that I had originally had in my shop, two of them were (of course) Sloths and Llamas. They were selling faster than I could make them and I was quickly overwhelmed. I joined several Etsy Seller groups for advice and help on how to handle this overwhelming surge. This was a saving grace for me. I became close friends with several ladies that had established shops and could offer excellent ‘words of wisdom.’ They walked me through how to handle the sudden influx of orders, especially as a one-woman show who makes everything by hand. It was made a little more complicated with the fact I had decided to book not one but 5 craft shows that first year. I was selling out at shows and trying to keep up with my sales on Etsy. It was a crazy couple of months, but I survived! I learned a lot about how to juggle a day job, long hours at shows, and a pile of Etsy orders. 

Thanks – so what else should our readers know about your work and what you’re currently focused on?
I’ve become known for my unique take on ‘Travel Tree’ ornaments. Once I started traveling abroad, I found my true passion. This helped dictate what direction my Etsy Shop would go in. Inspired on a whole new level I wanted to capture my memories of these amazing trips into an ornament. Several of my items reflect where I’ve been. ‘Solana the Sloth’ was influenced by my trip to Costa Rica, where I saw a Sloth hanging high in a tree. ‘Lily the Llama’ was created after a trip to Peru, as I was enthralled by the Llamas roaming wild across the top of Machu Picchu. After kissing the Blarney Stone in Ireland, I decided to put a twist on a Shamrock and added a Claddagh symbol inside. Even ‘Sampson the Sasquatch,’ ‘Manny the Mothman’, and my popular ‘Quilted Pineapple’ were designed after memorable trips here in the US. Through my traveling and creating, I’ve been able to connect with many amazing people. Numerous customers have commented on how my ornaments captured the essence of their trips as well! I’ve had several lovely conversations with them about their own trips to these countries and places across America. The reviews on my Etsy Shop reflect how much these ornaments mean to my customers. They love to have a handmade memory to hang on their tree as a reminder of their amazing vacation. I feel my passion comes through when I create and have often said ‘Why purchase a ready-made item when you can purchase something uniquely Handmade from someone who’s actually been there!’ 

When I create a new ornament, it can be quite a process. I often look back on my pictures and think of the one thing that sums up my trip, my most memorable experience there. It can be such a fun challenge to come home with a fresh perspective and an idea of what to make next. Once I decide on what direction I will take next, out comes the sketchbook. I make paper patterns, then a fabric (or other) prototype. Over the years I’ve gotten better at thinking outside the box to achieve a desired end result. Things like the willow sticks harvested from my property for Solana the Sloth to hang from, combining fabric and beads to create pineapples or hand-stitched faces on many of my creatures. One of my favorites is the little Greek Church ornament that was inspired by the iconic whitewashed churches in Santorini, Greece. It has several unique elements, like blue gems to simulate the vents in the roof, small rocks to emulate the cobblestone streets, a tiny cross and even a bell inside that rings! All on a wooden base that I’ve individually hand painted. ‘The devil is in the details’ they say, and I pride myself on the unique touches that I add to give my ornaments life and character. I believe this is what sets me apart and keeps my customers coming back time and time again. 

Do you have any advice for those just starting out?
I’ve always loved the quote by Susan Elizabeth Phillips: “Anything worth having is worth fighting for.” It won’t be an easy way to the top, there will be bumps in the road, hills, and mountains. But it’s how you react to these obstacles thrown in your way that determine your success in anything. As I said before, I had no idea how to navigate an online retail business or social media accounts outside a personal Facebook page. I’m the kind of person that likes to jump in with both feet and then figure out which way the current is flowing. If it wasn’t for the helpful support of other Etsy sellers, I don’t know what I would have done that first year. Family and friends are a great backbone, but they can’t truly understand the ins and outs of how to run a small online business. You need to find someone who has been in your shoes. Someone who understands completely all the thoughts, feelings, and stresses of starting a new business. They can be your own ‘cheerleaders’ in times of not only doubt but also there to help celebrate your ‘wins’! 

My advice to anyone wanting to make a similar journey is to reach out to your peers. Find support groups in whatever field you are entering and ask questions! Lots and lots of questions. They are a wealth of information and are always willing to share their success stories, as well as their failures. I searched the forums on Etsy for answers to questions I had. I explored the internet on how to write great listing descriptions and take amazing pictures. I found seller support groups on Facebook and reached out when I had concerns. I even listened to podcasts about Etsy and how to run a handmade business. I wholeheartedly believe you cannot succeed without stumbling along the way. It’s these roadblocks I’m grateful for, for it helped me grow and learn as not only a maker and a seller but as a person as well. 

Pricing:

• starting at 18.99 per ornament and up
• starting at 25.99 per ornament with personalization and up

Contact Info:

• Website: ornamentalgal.etsy.com
• Instagram: @ornamentalgal
• Facebook: @ornamentalgal
• Other: TikTok @ornamentalgal