Monday, April 28, 2008

Get To Know: Betsi Goutal of Zlanarama

Meet a wonderfully colorful sponsor of ours…

Name: Betsi Goutal

Business Name: Zlanarama

Where are you located?
Waltham, MA - a suburb of Boston

What is it that you design and create?
My tagline sums it up pretty well, actually – “Colorful treasures for your inner child… and your inner rockstar.” To elaborate on that, I make jewelry that’s fun to wear, that makes you happy, that makes you feel like a rockstar or like a kid again. Or in the case of some of my more Jem & the Holograms inspired stuff, like a kid pretending to be a rockstar!

What is your favorite part of the design process?
I’m torn between the sourcing of supplies and the ‘aha!’ moment. The ‘aha!’ moment is the sudden flash of inspiration where the elements I’ve been noodling around with come together and it all just clicks. But oftentimes the ‘aha!’ moment comes when I’m scouting out new supplies, so in a way it’s that part that’s my favorite. Poking around a warehouse full of vintage beads, exploring a forest of fabric bolts in NY’s garment district, or practicing my well-honed web searching skills and then suddenly I spot something and know EXACTLY the right thing to do with it. That’s the best part; the joy of finding treasure and the joy of creating with it all in the same glorious moment.

How did you come up with your business name?
Back in the mid-nineties I was the weird kid in my high school because I spent my afternoons talking with my friends on this strange thing called “the internet.” I went by the name Zlana and over time it came to mean more to me than just a handle. It embodied my love of color, my passion for creating, and my love of life. Zlana became more a name for my muse than a name for me. When I needed a name to sell jewelry under I decided to add the “-rama” as a way to define zlanarama as what happens when I’m moved by my muse.
Who or what inspires you?
I’m inspired by so many things. It’s hard to pin it down to any one thing of course, but there are certain trends in what sort of things inspire me. Certain eras appeal to me such as the frills of the Victorians, the mod patterns of the 1960s, and the neons of the 1980s. I also draw inspiration from the fashion of certain niche subcultures; I love the heavily-accessorized, brightly-colored, playfully-childlike looks of kandi kids and decora-chan. And where would I be without my childhood influence of heroes like Lady Lovely Locks and Jem & the Holograms?

What advice would you give other independent artists who are just starting out?
Be brave, be strong, be persistent. It is incredibly tough and incredibly overwhelming to start a business, especially one in which you’re selling something you put your passion into. “There should be a single Art Exchange in the world, to which the artist would simply send his works and in return be given as much as he needs. As it is, one has to be half a merchant on top of everything else, and how badly one goes about it.” Beethoven said this! And it still rings true today. You have to believe in yourself and not take things too personally. Be bold. Have the confidence to try, and keep trying.

What is your favorite indie purchase or trade?
It’s a bit different from my own style, but I love the necklace I bought from Jennifer Blasko of Jlynn Designs at the South End Open Market last summer. I really admire people who can do things I can’t do, and her freeform wire wrapping is some of the best I’ve ever seen.

What t.v. shows are you currently hooked on?
Pushing Daisies! I love the twisted and wacky sense of humor, the eccentric characters, and the strange love triangle. And where each episode involves solving a mystery it’s a little like Edward Gorey and Tim Burton joining forces to remake Scooby Doo.

What was the last movie you watched?
Happy Accidents – a great indie flick that goes for a rare genre combo: sci-fi chick flick. It’s a few years old, but you can find it on DVD on Amazon – you can find ANYTHING on Amazon!

What’s your favorite food?
The crispy sesame chicken at Shanghai Tokyo in Natick, MA. Seriously, this stuff is insanely good. I moved from Natick to Waltham over a year ago and I still make a point of eating there every chance I get.

What’s your favorite candy?
Nerds, and not just because I am one – ha! They’re bright and colorful and oh-so-sugary with a bit of sour too – yummy!

Coffee or Tea?
Coffee! About a year ago I got turned on to McNulty’s in NYC, and I just adore it. I never thought I’d be such a coffee snob as to mail order my coffee, but their hazelnut is soooo good.

Any pets?
I have two cats; Moose and Piper. (Bet you thought I was going to say Squirrel!) Moose is a cranky old lady calico, named for the moose-stache patches of color on her upper lip. Piper is a tiny bundle of kitten energy, named for her tendency to follow people around or her squeaky little meow, depending on when you ask.

Favorite place to visit or place you’d like to visit?
This is so hokey, but honestly one of my very favorite places to visit is Disney World – especially Epcot. I guess it’s that whole “in touch with my inner child” thing but I love it. I never went as a kid, but my boyfriend and I have gone a couple times in the past few years and I just love it. The sense of wonder it instills in me, the amazing displays of light and color on some of the rides blow my mind. It’s A Small World is my happy place.

It’s 2008 already! Oh yes, so soon. What are your plans for the year?
Following my own advice to be brave, strong, and persistent! I am determined to get my name out there and my jewelry in front of new people. I have a somewhat niche aesthetic and it can be tricky sometimes to reach the right market.
In terms of designs, I have big plans for my shiny new serger and hope to introduce sewn accessory items like armwarmers, headbands, and sash belts in the coming months. I have a great cuddly turquoise zebra print that I’m just itching to use!

Thanks so much, Betsi. Gosh, I totally remember Jem & the Holograms!

Lime Green Boombox Necklace: $20.00; Teddy Bear Earrings: $6.00: