Alright – so today we’ve got the honor of introducing you to Kerri Cooley. We think you’ll enjoy our conversation, we’ve shared it below.
Kerri , we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.
I’ve been making clothes since I was thirteen-it started out as a way to create my own versions of all the cute clothes I wanted, but couldn’t afford (remember the Delia’s catalogs??). Making my own clothes became a really big part of my identity, and truly helped me discover my confidence when I realized that I could start conversations with my wild (ok-sometimes weird) styles.
About seven years ago, I started Awful Pretty after going through a divorce. I spent the better part of my post-college-graduate life supporting my husband’s career and taking care of my young children, and I suddenly found myself in an unstable situation where I felt like I had no one reliable in my corner. So I decided to save my own life, and re-engage with the power of creativity. Creating Awful Pretty was a step towards much needed dignity for me. Using colors and art and fabrics to create expressive styles that celebrate clever, creative-minded humans in all types of bodies is a big part of how I show gratitude. I am so grateful for each person who has cheered me on, enjoyed my brand, or purchased something from me. We all need dignity, and I feel so lucky for each scrap I can get!
Great, so let’s take a few minutes and cover your story. What should folks know about you and what you do?
Awful Pretty is about expressing creativity and feeling confidence. You don’t have to be a maker to be a creative minded person- I really think a lot of my customers enjoy wearing colorful pieces with unique prints or style details that work as a “jump-off” point. Like- someone will see you wearing this, and know that you want to be seen. And sometimes- to be SEEN!
I have two different point of sale experiences- one is on Etsy, which is where I started, and the other is my website (awfulpretty.com). On Etsy, my robes, or housecoats, really took off– and the little bit of marketing research that I’ve learned, is that Etsy shops do better when the products are niched as much as possible. So I use that to sell a variety of kimono-style robes, and loungewear. But I still wanted to keep a small venue for fashion pieces as more of a creative outlet, so I run a website with dresses, and separates with a few accessory pieces.
The biggest news for this year is that I’m trying to find models! I am a one-woman show, and I try to run my business on the lowest risk level possible (single mom working two jobs, so this is a necessity)– but I sell to a wonderful variety of people that I would LOVE to see represented in my shop’s branding! This is a huge endeavor, that is proving difficult so far- but! I’m not giving up! 😉
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
1. Resilience- Being able to adjust and withstand pressures from all the things! (Hello, Covid-I’m looking at you). We are creatures of comfort and we are naturally inclined to seek that out– but we are also built to intelligently solve problems. I believe that making peace with experiencing things outside of my limited control can reaffirm boundaries, build confidence, and generally make me a more relatable human.
2. Expression- I’ve always been a quiet person. Sometimes that’s about feeling awkward, and sometimes it’s about knowing my limits. This has helped me to discover the subtler forms of expressions that I use on a daily basis. But practice makes perfect, and I continue to be intentional about finding my voice. Sometimes this means I have to remind myself that what I have to say holds value, and deserves to be heard.
3. Playful- This is a big one for me! I work way too hard to not pursue a good balance of my joy-to-diligence ratio. I practice this with my family and in my work as much as possible. You’ll see it in the colors I wear, the pride I take in my own goofiness, and the small moments of my life that I share on social media.
I usually work pretty hard NOT to offer advice- there are a lot of things that work for me, but won’t be right for others. But I freely tell my experiences and explain my “why” as much as I am asked, because it’s such a privilege to discover how my world parallels with others’.
One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?
Collaboration is my favorite way to celebrate that I am connected! It’s just me here- I run the whole show! Which is sometimes a dream job– until it gets lonely. I love to connect with other creatives- it is always inspirational and unlocks new things for me.
Like I mentioned before, I’d love to find people who are interested in modeling my work (and no-I don’t require any body type specifics-just a passion for fun or expressive style). Anyone interested can reach out through email at [email protected].
I have also collaborated with textile artists and fabric distributors in the past, and I’m always open to that as well!
Contact Info:
- Website: awfulpretty.com & https://awfulpretty.etsy.com
- Instagram: https://awful.pretty
Image Credits
(all photos are taken by me-Kerri Cooley)
so if you or someone you know deserves recognition please let us know here.
