• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar

RVA Mag

Richmond, VA Culture & Politics Since 2005

Menu RVA Mag Logo
  • community
  • MUSIC
  • ART
  • EAT DRINK
  • GAYRVA
  • POLITICS
  • PHOTO
  • EVENTS
  • MAGAZINE
RVA Mag Logo
  • About
  • Contact
  • Contributors
  • Sponsors

Essentially Invisible: The Impact of COVID-19 on RVA’s “Non-Essential” Businesses

Rachel Scott Everett | April 6, 2020

Topics: Another Limited Rebellion, Cade Martin, Cadence Theatre Company, Coffee At A Distance, coronavirus, covid 19, CreativeMornings RVA, Dancers of RVA, Dialectix Consulting, Dogtown Dance Theatre, EVERGIB, Familiar Creatures, Fighting Gravity Fitness, Gianna Grace Photography, K2 Custom Tees, Kate Thompson, Kate Thompson Photography, Keep Calm And Nom Nom, Minima, Nico Cathcart, noah scalin, nonessential business, OnHoldAtHome, Palindrome Creative, quarantine, richmond va local business, rva together, Sacred Heart Center, Shapes & Colors, Spiritual Flow Yoga, stay at home order, Studio Two Three, Tania del Carmen, The Creative Now, Think, Urban Hang Suite

All sorts of businesses around Richmond are trying to survive in the midst of quarantine; coming up with survival strategies has been even tougher for those deemed non-essential.

With Governor Northam’s recent issue of a mandatory lockdown, it’s clear business won’t be getting back to usual anytime soon.

In the last couple of weeks, there’s been a big push (rightly so) to support local restaurants and breweries. Online delivery and curbside pickup are now the norm, and potentially the only way for these businesses to survive. It’s been amazing to witness the community come together and rally behind these establishments who’ve made our renowned culinary and craft beer scene possible. After all, eating and drinking is essential – not only to our survival, but to our enjoyment of life as well.

But what about the people working in business deemed “non-essential?” From entrepreneurs and artists to retail store owners and fitness instructors, these are the individuals who provide services that, during our current crisis, may not be “essential” for our survival. However, their income (or lack thereof) is directly tied to their survival.

This is the case for my husband and me as we run our own creative studio, EVERGIB. Within a few days, we felt the impact of the COVID-19 pandemic with the immediate loss of a brand launch project for a new restaurant. As independent creative professionals, we know all too well that when the economy takes a hit, we’re among the first to be affected. Now, no one is immune. As we self-isolate in our respective homes, we decided to reach out to friends and colleagues working across a variety of fields to learn what their life, and their livelihood, looks like during this challenging time.

The author, Rachel Scott Everett, and her husband, Brian Gibson, are Co-Founders & Creative Directors of EVERGIB, a nomadic creative studio. Photo by EVERGIB.

“Fear and uncertainty” are top of mind for Jason St. Peter, owner of Think, a fellow independent creative services agency in town. Like us, he’s experiencing a decrease in workflow, but trying to keep things in perspective, adding that “the drama happening with the rest of our country’s workforce and health is far more concerning.”

Matthew Freeman is founder of Dialectix Consulting, which offers facilitation and training around diversity, equity, and inclusion. “Almost every single project I had has been cancelled or postponed,” he states. The work is “both high-touch, in-person work and not a priority for organizations when their survival is at stake.”

Kate Thompson, of Kate Thompson Photography and Palindrome Creative, is feeling the crunch as well. A commercial photographer specializing in interior design and hospitality who recently completed work for Quirk Hotel Charlottesville, her focus has now turned to concerns about delayed income and loss of business, since photography is generally viewed as a “luxury” item. To stay hopeful, Thompson says, “I’m reminding myself that this, too, shall pass.” 

Katrina Boone, owner of Gianna Grace Photography and creator of Dancers of RVA, shares similar thoughts. “I never in a million years believed I would lose a whole month’s worth of work that has been scheduled for almost a year… I am now aware of just how fragile best-laid plans can be.”

Jess Burgess is Artistic and Executive Director at Dogtown Dance Theatre, a home for performing artists. Photo by Gianna Grace Photography.

Small business owner Jolinda Smithson of Shapes & Colors used to rely heavily on in-person meetings to generate new business. She’s adapting by connecting and expanding her network virtually. As host of CreativeMornings RVA, she’s particularly mindful of inclusivity within the community, reminding us that “businesses of color will be intensely impacted. It’s important to elevate those stories so folks get the support and resources they need to stay afloat.”

Kristen Ziegler, owner of Minima, a professional organizing and minimalist business, has also had to adapt. “Our business model is based on face-to-face organizing services in our clients’ homes and businesses,” states Ziegler. “Over half of our clients have asked to postpone their sessions. We’re losing at least half of our anticipated revenue as of now, and I only imagine things will get worse as the situation progresses.”

Ashley Hawkins is in a similar situation with her non-profit community arts studio, Studio Two Three. She’s dealing with a substantial loss of revenue due to program cancellations. Therefore, she’s ramped up her studio’s online shop, offering custom prints, shirts, tote bags, and other items for sale. “It’s a great way of supporting the studio and also getting something beautiful to remind us that we are all in this together.”

At Dogtown Dance Theatre, Jess Burgess, Artistic and Executive Director, is not only concerned for the future of her company, but the small staff she employs. Since 2010, Dogtown has been a staple for independent artists and community-based dancers. “In the wake of the COVID-19 crisis, we’ve been forced to close our doors, closing off access to the classes, performances, and workshops that keep our region culturally vibrant.”

Burgess remarked that on top of the loss of income, the loss of community has been particularly difficult. “Nonprofit organizations, rooted in the community, cannot afford this hit, both to earned and contributed revenue, and the long-term effects it could have on programs and services offered to the public.”

Laine Satterfield is Director of Education at Cadence Theatre Company, an independent theatre. Photo by EVERGIB.

That type of devastating ripple effect translates to the theatre world as well. Laine Satterfield is Director of Education at Cadence Theatre Company, a small, independent performing arts theater. They’ve had to postpone all performances and community events indefinitely, putting the entire close-knit cast and crew in limbo. Ironically, its spring production, Small Mouth Sounds, tells the stories of strangers seeking to find themselves through isolation.

Like countless others, Sonja Stoeckli, owner of Spiritual Flow Yoga, has had to rethink ways of doing business. She and her teachers are offering online classes through Zoom for a reduced fee. “I have to pay my teachers as otherwise, they have no income as well,” she says. “I try to charge a little bit for our classes. It’s hard, as many people are not able to pay anymore because they lost their jobs.” 

Audrey Bonafe, owner of Fighting Gravity Fitness, is faced with similar challenges, and trying to see the bright side of things. “There will always be something to learn and grow from. We will become stronger and wiser. We are all being forced to offer online classes now, and that was something we needed to do anyway.”

That notion of being forced into action seems to be a common theme for everyone. Social entrepreneur Kelli Lemon of Urban Hang Suite, among other ventures, is also trying to take a more positive spin. “We are all in this together. We truly have the opportunity to look at things differently.”

Sonja Stoeckli is owner of Spiritual Flow Yoga, offering vinyasa flow and restorative classes of all levels. Photo by EVERGIB.

They say constraint breeds creativity. And therein is where the solution for the survival of “non-essentials” may lie. It’s about finding creative ways to get through this together. Most likely, the success of our professional lives depends on the support of people. And in times of crisis, we need each other more than ever (that goes for our personal well-being too). It’s up to all of us to find ways to lift each other up, to help create more awareness of the different challenges we face, and to understand that despite our differences, we all share this same burden of uncertainty together.

Already there have been inspiring acts of kindness and selflessness from “non-essentials” leveraging their skills and expertise to help the community. Dustin Artz and Justin Bajan of local ad agency Familiar Creatures created Keep Calm and Nom Nom, a one-stop online shop for purchasing gift cards to support RVA restaurants.

Artist Nico Cathcart and other Richmond muralists designed custom tee shirts that are now for sale on RVA Together. Each purchase provides a donation to Feedmore. Similarly, artist Noah Scalin of Another Limited Rebellion has a limited edition tee shirt for sale, for which all profits will go to support the Sacred Heart Center. Both initiatives are in collaboration with local print shop K2 Custom Tees.

Nico Cathcart is a muralist and painter whose work addresses social issues and inspires activism. Photo by EVERGIB.

Photographer Cade Martin has developed The Creative Now, featuring interviews with creative professionals sharing their experiences about what they’re doing to stay creative. Tania del Carmen, another local photographer, created #OnHoldAtHome, a photography series that aims to shine a light on how, despite the different challenges we face during COVID-19, we’re all connected in a shared vulnerability.

While we’re all justifiably concerned about our individual livelihoods, these examples show the benefit of looking outside ourselves. If we’re feeling invisible, chances are that others are feeling the same way too. Perhaps the best way to help ourselves is by first helping others. There is power in being proactive and taking some kind – any kind – of action.

Reach out. Check in. Start conversations. Don’t just ask people to write a positive testimonial and/or review for your business – do the same for them in return. Refer people’s work and services to those who may have a need for it, particularly those fortunate enough to be maintaining a stable income. If someone refers you, thank them for taking the time to do so. Create a list of the people you know who should know one another, and make introductions for future reference. This is also a great time to become a mentor, or to search for one. Initiatives such as Coffee At A Distance connect experienced industry professionals with graduates, many of whom are entering the job market for the first time.

As we depend even more on our virtual interaction, online and social platforms is where we can particularly make an impact. Tagging, liking, commenting, and promoting people’s work or services may seem insignificant, but can often make a big difference in keeping everyone visible.

OnHoldAtHome is a photography series created by Tania del Carmen documenting the lives of Richmonders during Covid-19. Photo by Tania del Carmen.

Right now, we might not have a lot of control, certainty or peace of mind. But we may have a lot of time. Let’s use it wisely.

Top Photo: Ashley Hawkins is Executive Director and Co-Founder of Studio Two Three, a non-profit community arts studio. Photo by EVERGIB. All photos were taken with the necessary precautions and from a distance of 6+ feet.

The Dorm Room Hustle: Owning Fashion Companies in College

Kaitlin Edwardson | March 11, 2020

Topics: anthony moody, art, business, college, community, e.xclusively, erin watton, exclusively, fashion, fashion in richmond va, JMU, john mcgrinder, local business, redeemed generation, renegade sports, richmond va, richmond va clothing brands, richmond va local business, RVA, things to do richmond va, University of Richmond, vcu, virginia clothing brands, virginia fashion

Whether it starts as a side gig or a passionate new business, college students around the country are opening brands of their own before graduation. 

College students are not just students anymore. Many students around the country have jobs on top of their schoolwork to earn extra money. Some work as college tour guides, some work in school offices, and others have off-campus jobs. About 81 percent of undergraduate part-time students and 43 percent of undergraduate full-time students are employed, according to the National Center for Education Statistics.

With tuition, books, meal plans, and additional costs, college is expensive. Luckily for Erin Watton, John McGrinder, and Anthony Moody, they work right out of their rooms — running fashion and apparel companies by themselves.

21-year-old Erin Watton, who hails from Milwaukee, WI, is currently a junior at the University of Richmond, and the sole talent behind e.xclusively: a hand-painted apparel company that sells custom painted designs on anything, including denim jackets and handbags for any occasion. 

Photo via e.xclusively on Instagram

Watton started e.xclusively after spilling ink on her favorite sweatshirt in printmaking class during her freshman year of college. “After covering up the ink with painted stars, I sent a photo to my friends,” Watton said. “They loved the sweatshirt, and begged me to paint theirs. Soon after, I realized I could create a small business out of this painting venture.”

e.xclusively officially started in the summer of 2018. Although Watton was working in retail at the time, she wanted more experience in fashion and marketing. “Because I had no experience of my own to offer in an internship, I created a learning experience for myself,” she said. “I have gained so much experience owning my own business, and I love doing it. If you can do something now and love it, why wait?”

Watton advertises her products through her Instagram, Pinterest, and website. “In the fashion industry, user-generated content and word-of-mouth are how people learn and trust brands,” she said. “For me, when my clients post photos in their custom, hand-painted pieces, their followers trust my business and may even follow along on social media, or purchase a piece themselves.”

With the growth of social media, Watton believes that 2020 is a great time to run a business as a student. New entrepreneurs can decrease their overhead expenses, reach people within their target audience quickly, and gain instant feedback on their products and services as well as content they produce, she said. 

Photo via e.xclusively on Instagram

Being a student is time-consuming, but Watton has found a balance between classes and work. When she isn’t in class, she is either at a client consultation, sketching and painting designs, posting Instagram content, or updating her website. “When I’m working on e.xclusively, it could be five minutes spent on a social media post or five hours spent painting,” she said. “It definitely depends on my schedule, my orders, and what my goals are at the moment.” 

John McGrinder is another student who runs his own business while managing classes and extracurriculars. Originally from Downingtown, PA, McGrinder is a sophomore at James Madison University, and the mind behind Renegade Sports.

Renegade Sports, a sports-focused apparel company, started in 2016 in McGrinder’s sophomore year of high school. The idea for the company arose from a class project with a friend, and was originally called Seal Team Sports. 

“My friend Evan knew I was involved in graphic design for sports Instagram pages for fun, but he asked me if I wanted to help him with a new project for his class,” McGrinder said. “I absolutely loved working with sports and designing, and it was a fun way to set aside some extra money for school while doing something I loved.”

PHOTO: Renegade Sports on Instagram

Similar to Watton, McGrinder mainly advertises his business through his Instagram. Most of his work is done on his phone or iPad because he makes the designs himself. “I have them with me in case I have an idea for a design while out on the go or at home,” he said. “With big brands like Barstool Sports out there, I always try to get my ideas onto my products and website as fast as possible, to be the first out there with my idea on a certain trend,” he said. 

McGrinder has a busy schedule as a student, but he finds time between classes at JMU and work to make designs. “I really work best when I’m inspired by a new player or trending team,” he said. “Not every day for me is involved with creating a design, but I’m always checking on my site, tracking sales, and keeping my eye on the sports world for new ideas.” 

Running a store in 2020 as a student allows McGrinder to use his brand as a creative outlet. On top of gaining experience, it allowed him to get involved in marketing before learning about it in any of his major-related classes. 

Renegade Sports also helped open doors into the marketing world as this past summer. McGrinder worked with the Denver Broncos Super Bowl 50 MVP, Von Miller, in creating some mock-ups for a shirt to commemorate his 100th sack in this past season. “Overall, running Renegade Sports has been so valuable to me in exploring business and marketing, but also in allowing myself to be more creative outside of schoolwork,” he said. 

PHOTO: Renegade Sports on Instagram

Another entrepreneur student, University of Richmond sophomore Anthony Moody, owns and operates his clothing company, Redeemed Generation. Moody started his brand when he was 13, and it has been steadily growing ever since. 

Moody’s day starts and ends with marketing, which he believes is the most important part of the business. “It’s all about connecting with influencers, commenting on posts, interacting with followers, and building the brand,” he said. “It makes a big difference when companies are active on Instagram, and have a page that really showcases the brand — so that’s really crucial for me.”

In addition to running all the marketing for his business on his Instagram and website, Moody also makes and prints everything in his room. “My room is full of presses, dryers, and paint, because I make it all,” he said. “I’m actually looking for a small office where I’ll be able to work. With the way the business has grown in terms of sales and inventory, it’s a lot to keep in my room.”

Photo via Redeemed Generation on Instagram

Moody originally found his love for art in elementary school, but pencils and paper weren’t enough for him. Being a student and a business owner has been a challenge, and the balance has been one of the most difficult things, “It’s worth it,” he said. “It’s my passion, and it’s what I love doing.” 

In addition to Redeemed Generation, Moody also prints clothes for outside groups like dance teams and class reunions. “With all the materials and machines I have in my room, as well as the skills I’ve gained from Redeemed Generation, expanding to print clothes for other people was not that big of a challenge,” he said. 

Redeemed Generation is mainly based out of Moody’s dorm room, because the presses and machines make it hard to travel in terms of production. His ideas and art, on the other hand, are constantly on his mind — regardless of where he is. 

Photo via Redeemed Generation on Instagram

“My brand has become my life,” he said. “A lot of people around me always plan and take on so much, working solely to build their resume. I just make clothes because I love them, and it’s a way for me to express myself.”

Overall, these three students are just a small glimpse into the larger world of student business owners. Students everywhere are starting their own companies on top of their already-stressful college lives. It’s time we give these students the recognition they deserve. While they’re going to class, doing homework, and writing papers, they’re also running the companies of the future. 

Top Photo via e.xclusively on Instagram

sidebar

sidebar-alt

Copyright © 2021 · RVA Magazine on Genesis Framework · WordPress · Log in

Close

    Event Details

    Please fill out the form below to suggest an event to us. We will get back to you with further information.


    OR Free Event

    CONTACT: [email protected]