 December 2003 |
Velvet Moonshine: Personal Treasures
Before Joye Newman started Velvet Moonshine Fabric Art in 2001, she bestowed
her one-of-a-kind Judaic treasures on friends and family as gifts for
special occasions. The more she gave, the more requests she got for
similar items. It soon became apparent that she should start a business.
So she called upon longtime friend Shelly Rudo to help her with marketing
and sales: Velvet Moonshine was born.
Today, Newman creates and sells handcrafted challah covers, matzoh covers,
havdalah spice bags, and tallitot and tallit bags utilizing luxurious fabrics
combining a quilted effect interwoven with a Judaic theme. Newman draws
satisfaction from selecting luxurious fabrics, and using quilting techniques
to create Judaic items that have deep meaning for those who purchase them.
Newman says that each Velvet Moonshine piece is lovingly created to become
a family heirloom — the perfect gift or personal treasure
TCR: How did you first become interested in working with fabric, and how did you decide to combine your quilting techniques with Judaica?
JN: I made a tallit (ritual prayer shawl) bag for my son's Bar Mitzvah, and actually discovered my technique by accident. I was using scraps of fabric and trying to make them into the bag, and I realized that it actually looked quite good. I realized that I could take pieces of fabric from the celebrant's life (like a piece from the mother's wedding dress and a piece from the father's tie) and incorporate it into the gift. The Judaic aspect of it came from the fact that the items I make are ritual objects that will hopefully become heirlooms that can be used time after time. There is a belief that it is a "mitzvah" — a good deed — to beautify ritual objects.
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| Havdallah Spice Bag |
While on a trip, members of my family each threw out names for the business. We came up with all kinds of crazy stuff. We all liked "Velvet Moonshine." It has a softness to it, and radiance. I love the name.
TCR: How did Shelly Rudo become involved in the business?
JN: Shelly and I have been friends since high school. She was between jobs about the same time that I started to think about making my hobby into a business. Neither of us had much experience, but we thought it would be great fun to try to make this work together. It's been wonderful. I get to play with my colors and fabrics, and she gets to work with the clients, which is the part she does best. And she and I get to spend time together. It's been a win/win situation.
TCR: How has your work evolved from where it started to the work you create today?
JN: In the beginning, I made tallitot for my children, and challah covers as wedding gifts for friends. I knew for whom each piece was intended, and that made it special for me as I was creating it. Now, I try to imagine who will use each piece. I don't know exactly where each piece will end up, but I still try to put fabrics together based on who I think may own it in the end.
TCR: Who is the market for your work? What is your strategy for reaching them?
JN: A majority of our sales are from specialty shops and galleries featuring Judaica. We are fortunate to have many synagogue gift shops as our clients. It has also been very gratifying to meet individuals of other faiths who have purchased Velvet Moonshine items for the sake of art.
We are always working on new modes of marketing. Our Web site (www.velvetmoonshine.com) helps us to reach customers who do not know us. On our site is a listing of shops and galleries that carry our work. Exhibitions and holiday gift fairs have been a good venue. Our most successful show to date has been the Buyers' Market of American Craft in Philadelphia, where we had the opportunity to embrace old and new clients alike. In addition, we make use of mailings and providing the best customer service possible. It is the shop or gallery owner's choice to buy from us; we never lose sight of that fact. It is our pleasure to keep our customer happy.
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| Challah Cover |
TCR: Have there been major turning points in your career as Judaica/quilt artist?
JN: I think the major turning point for me so far has been when I made the shift from hobbyist to businesswoman. Actually, I haven't really ever made that shift completely. Shelly handles most of the business, so that I can still be the artist.
TCR: Do you see any business challenges specific to artists who work in Judaica?
JN: I suppose the real challenge is encouraging people to buy my work before they have the opportunity to appreciate the textural features in person. Participating in the Buyers' Market of American Craft helped achieve this goal. We have had many buyers tell us over the phone that they are not interested, but after seeing the work, their minds change.
TCR: What has been the most difficult thing you have encountered in your work?
JN: The most difficult thing has been making things for the general market rather than for specific people. I also had to learn how to let go of something that I've worked on.
TCR: What have you learned to do or not to do as a business?
JN: We like to be straightforward with our customers and provide them with the quality merchandise promised in as timely a manner as possible. We do everything we can to meet these goals.
TCR: What is the next step for you?
JN: Our next big event is the Buyers' Market of American Craft in February 2004 in Philadelphia. Because of our success in the July show, it is with great anticipation that we look forward to the winter market. We are especially proud to be nominated as one of five finalists in the Judaica category for the coveted NIche Award.
TCR: Where is your work available for sale?
JN: We have a comprehensive list of stores and galleries that offer our work on our Website. Customers should also feel free to contact us directly at 301-379-3569.