Life & Work with Hayley Freeman

Today we’d like to introduce you to Hayley Freeman.

Hi Hayley, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My name is Hayley Freeman. I am the owner of Handlettering by Hayley. I am a wife, mother, crafter and a gym rat, who lives in beautiful Arizona. I would have to say the love and passion for art runs deep in my blood. My father is a set decorator, brother is an editor, sister is a hair dresser, uncles are woodworkers, and my grandmother was a seamstress and put her son through college by making ceramics. I have always enjoyed art and crafting but was never really able to fine tune where my natural talent and passion lied. In college, I studied landscape design and I love anything that has to do with plants and nature. When my two daughters started school, I became a room parent and involved myself in school activities. It was then that I figured out my passion is creating unique and personalized designs, specifically hand-crafted personalized signs and related items.  Just over a year ago, my friend, Jade McClendon with Studio BB Designs, asked if I would be interested in selling my works at a fundraising event.

There was natural hesitation – was I’m ready to turn a hobby into something more. At that time, I hadn’t sold anything commercially. I didn’t have a business, let alone a business plan, name, or website. But, with the support of my friends and family I decided to GO FOR IT. This first event was hugely successful and built further confidence in my brand and sparked what my business has turned into today. Since then, I have been consistently creating and working on custom and personalized hand lettered designs. My passion that started as a hobby had almost overnight turned into a new business venture. My goal is to create personalized, hand lettered designs that make people cry happy tears!

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
I would have to say the biggest struggle thus far has been trying to managing it ALL! I have two kids at home trying to distance learn while I am running my business, trying to maintain a somewhat organized home and making time to exercise. In addition, coming up with unique designs can also be challenging – this is one reasons why I love when my customers come to me with specific ideas. This allows me to be creative but at the same time have a direction and create something that is deeply personal. Many of my customers ideas have been recreated for others helping me further build my catalog of offerings. Social media has been a big lever for my business. However, social media can be very challenging. Constantly posting doesn’t come naturally to me and trying to create content that is engaging can be tough.

Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
My specialty is creating custom and personalized gifts – not something you can purchase off Amazon, but personal items that touch the soul. Everything I make is 100% hand lettered. Unlike a lot of available products, I do not use vinyl lettering, digital printing, or stencil templates. I letter everything from decorative signs, to glassware, to home decorations, to custom corn hole boards. I like to say, “If you can think it, I can create it”.  Some of my customers even come to me with an item they would like to personalize, either for themselves or someone else, and I work with them to customize the lettering. The customizations usually include: names, dates or special quotes. While my website is constantly being updated with new items and designs, most of what I make are custom orders. This means I will cut, sand, stain and/or paint the item myself before lettering it with paint. I also make a small number of seasonal items which I’m very proud of and seem to always sell out. I am most proud of my custom ornaments I create every year.  They make excellent gifts and are a great way to commemorate the year.

Is there anyone you’d like to thank or give credit to?
I would never have created a business if it weren’t for some really special people. I am lucky enough to have girl friends who have already paved the way for women owned businesses. My Friend, Jade McClendon with Studio BB Designs, was the person who gave me the idea and put the faith in myself to start Handlettering by Hayley. I like to say she lit the fire within me.  Another great supporter of mine is my good friend and real estate agent, Janelle Flaherty. From day one she has been a great customer, always coming to me with new ideas and projects. Together, her and I, create custom one-of-a-kind closing gifts for her clients commemorating the establishment of so many new homes around the valley. Lastly, my family has been a strong motivation in my decision to start my business, especially my daughters, Lila (9) and Romy (7). Even though the thought of starting my own business seemed scary and a LOT of work I knew it was incredibly important to be a strong role model for them. I want to teach them that pursuing something new, different and scary is a good thing.

Contact Info:

• Email: HandletteringbyHayley@gmail.com
• Website: www.handletteringbyhayley.com
• Instagram: @handletteringbyhayley
• Facebook: @handletteringbyhayley