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Meet Brooke Roe of Pinspiration in North Phoenix

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Today we’d like to introduce you to Brooke Roe.

How did Brooke get started in this role and how the journey has been for her so far?
After countless hours spent on do-it-yourself projects, Brooke Roe realized the need for a solution to a real-life problem of Do-It-Yourself (DIY) “craft fails.” She began her research and found that lack of space, the expense of tools, fear of failure and the idea of cleaning up messy craft projects prevented people from creating. Roe’s solution to these problems was opening a storefront for the community to create DIY crafts using pre-assembled project kits while following tutorials. Pinspiration, a DIY art studio and wine bar in North Phoenix, opened in 2015. Pinspiration makes use of Pinterest and other online inspiration to gather data on trending pins and offers passionate makers an evolving menu of DIY project options. In 2018, Roe and the Pinspiration Franchise Group partnered to bring DIY to communities across the nation. As of today, the group has received nearly 10,000 franchise applications and awarded 48 franchises. Pinspiration storefronts are opening across the United States. Founder, Brooke Roe, is now recognized as an influencer in the arts and crafts space. Roe has appeared in over 300 news segments and is a regular contributor to local news stations. She has been a featured presenter at craft conventions, leads workshops throughout the nation and even has a TV series with AIB network that is entering its second season. Additionally, she has appeared on national segments such as The List, an AandE reality show, BuzzFeed and Craft Room Crashers. She has arranged crafting sessions for celebrities, including Mario Lopez and Laura Moreno (Austin and Ally). Roe often collaborates with high-end brands and sponsors interested in providing value-adds to their customers and getting their products directly in the hands of art enthusiasts.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges she had to overcome?
From a failed custom software solution to liquor license hurdles and a store flood during construction, the path to opening wasn’t easy. Once open, Roe had a problem sourcing inventory. The studio offers about 60 project kits but each kit has several components. If one component is unavailable, the kit cannot be sold. It took some time but Pinspiration has consolidated supplies from reliable craft industry vendors and can now keep up with customer demand. Today, Roe trains franchisees to open their locations and has learned the importance of finding colleagues whose experiences can complement your weaknesses. She credits her team of “muses” (studio employees) and the Pinspiration customers as her biggest sources of inspiration.

Please tell us about your business.
Pinspiration makes it easy for creatives of any skill level to try DIY. They give guests all the supplies and materials they need to make an individual project on-the-spot. Makers work from tutorials so they don’t have to take a class. Make what you want, when you want it! Each person can select a different DIY based on their unique preferences. Most projects can be customized too. Their helpful staff is available to assist, make the experience memorable and serve snacks or drinks! Pinspiration is widely known for exceptional customer service and their fun splatter room experience, which involves flinging paint at a canvas. Pinspiration has won several local awards and even a national craft industry award. Pinspiration is unique because their project offerings are curated for customers, with a variety of experiences, options and price points. The customer works from a tutorial and kit to complete their project, so people in the same group can make different selections on the spot. There is no need to take a class.

Additionally, Pinspiration provides an inspiring space and fosters community. When people make something with their hands and directly experience a product, they become more connected to the brand. Personalization and customization has become more important to consumers as they strive to understand the context of their purchases and find products that are unique and unavailable at mass retailers. We have found a meaningful way to connect the dots between content, community and commerce.

What moment in her career does the founder of Pinspiration look back most fondly on?
Winning the Association For Creative Industries (AFCI) Industry Award for the Best Creative Brick and Mortar business concept in the nation for 2019 was the proudest moment of Brooke’s career so far. The award recognizes individuals within the industry that have done great things for the community, industry, and humanity. Judging was based on the overall business and performance, technology integration, customer experience and unique characteristics that set the business apart from other retailers.

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Image Credit:
KLM Photography

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