On today’s episode of the Craft Industry Alliance podcast, we’re talking about felt with my guest Renae Bradley.
Renae is the owner and creative director of Benzie Design, a colorful felt stitchery and craft shop founded as a creative outlet that gave her permission to “rainbow-tize” everything -especially wool felt. In business for over 15 years, Renae values the community that has been formed both online and within Benzie’s local brick & mortar.
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Renae begins this interview by talking about growing up in Iowa and moving to Illinois after her husband got a job there. Renae’s parents owned a milk delivery business, and she pursued a degree in graphic design after her mother suggested it. As a child, Renae has many crafty hobbies including beaded loom crafts and dollhouse miniatures.
Renae discussed her career path, starting with a focus on logo design and freelancing after college. She found freelancing challenging due to misaligned visions with clients, leading her to become a stay-at-home mom after getting married. Later, she opened an Etsy shop selling handmade hair clips and felt-based items, which helped her realize the importance of using high-quality felt. This led Renae to begin sourcing wool felt and wool-blend felt, first for herself and then to sell to other crafters.
Renae discussed her journey of transitioning from selling handmade felt products on Etsy to focusing on selling raw materials, which she discovered was more profitable and enjoyable. Renae highlighted the importance of visually appealing presentation and easy shopping experience, which set her apart from other sellers. She also explained the origin of her business name, “Benzie,” which was a childhood nickname given by her brother-in-law.
Renae discussed her transition from operating a felt business out of her basement to opening a brick-and-mortar store in Illinois. She explained that the storefront, which was vacant for years, offered a surprisingly good rent rate, allowing her to expand her inventory of felt and wool-based crafting supplies. Renae’s store became popular for its colorful displays and unique products, such as felted pompoms, which customers compared to a candy store. Over time, she expanded her operations to include two offices upstairs for production and storage, balancing her e-commerce and retail businesses effectively.
Renae discussed the evolution of her business, which initially focused on e-commerce (98%) and later shifted to a mix of e-commerce (95%) and brick-and-mortar (5%). She highlighted the importance of having full control over her platform, leading to the launch of her own Shopify website, complemented by sales on Etsy, Michael’s, Amazon, and Faire. Renae praised Aeolidia, a Shopify design firm, for their expertise in optimizing her website and creating a seamless shopping experience, despite their higher cost. She emphasized the value of hiring professionals for tasks like website design and logo creation, allowing her to focus on growing her business.
She also highlighted the importance of email marketing through Klaviyo and explained her sourcing strategy, focusing on products that align with Benzie’s niche as a felt-focused shop. Renae also shared her experience with a maker team, which she uses to create DIY content and build community. She mentioned challenges with Amazon sales and the need to delegate more to grow the business. Upcoming plans include a grand opening event in March and expanding their felted wool and needle felting product lines.
And, of course, I ask Renae to recommend great stuff she’s loving right now. Renae recommends:
Keep up with Benzie Design on Instagram and on their website, plus visit Benzie Design in-person at their brick-and-mortar shop in Plainfield, Illinois!
