Welcome to Steep & Tell, our interview series steeping the stories of women founders we admire. Over a cup of tea, we ask about slow mornings, hard seasons, the rituals that keep them grounded, and the honest truths no one warns you about in business. Pour something warm and settle in.
This week we're sitting down with Amy W Rees, founder and designer behind Personality Plates®, her playful tabletop brand built to bring color and personality to the table. Under her AmyWynne Designs studio she also hand-builds and hand-paints one-of-a-kind ceramics. You can find her at @personality_plates and @amywynnedesigns.
What does a slow morning look like for you, and how do you protect it?
A slow morning for me always starts with a nice hot cup of coffee. If I can, I go for two cups before I have to talk to anyone or do anything of importance. If it's not raining or too hot, I like to sit outside on the deck with my coffee while my goldendoodle, Cleo, plays in the yard. It's a little quality time for us.
What is your non-negotiable ritual that keeps you grounded?
No calls or meetings before 8:30am.
What is something about running your business that no one warned you about?
I don't think I was prepared for the boredom. I love my brand, and I love doing sales and marketing, but the day-to-day repetitive actions that are required to be consistent and tenacious in this business can be so mentally exhausting. I remember taking a management training course at CNN so many years ago, and they talked about how boredom can actually cause stress. I get it now.
Tell us about a hard season or a failure that ended up shaping you or your brand.
My direct-to-consumer sales have slowed a lot over the last year and a half. It's been tough to grow a tabletop business. I feel like I'm fighting an uphill battle against the current economy, Amazon and Walmart, and a consumer who has been trained to expect everything to be cheap, fast, and delivered right to their door in 24 hours. I've adjusted my focus to spend more time growing the wholesale side of the business by getting into more boutique and artsy shops.
When you are overwhelmed, what actually helps? The real thing, not the advice you are supposed to give.
I walk away for the rest of the day. I'm not going to lie, some days I just stop working and call a friend to grab coffee or chat about life. I might even stream a funny TV show to help me get out of my head and my funk.
What do you wish more people understood about what you do?
I don't necessarily need people to understand what I do, but it would be nice if they didn't assume they know what I should be doing instead. There are a lot of nuances that go into the decisions I make around product development, pricing, where I sell, and how I grow the business. What might seem like an obvious choice from the outside often has a dozen considerations behind it. I'm always open to ideas and advice, but after building this business from the ground up, I've learned to trust my instincts and the decisions I make for my brand.
A small luxury or habit that has been worth every penny?
The habit I pay for is my New York Times puzzles subscription. As I mentioned, my mornings are for coffee and me time, and that's when I do the puzzles. I genuinely believe that doing the crosswords daily keeps my brain sharp and focused. I love writing my own content, and the puzzles help me stay sharp and relevant.
Which other woman founder should we all be paying attention to?
Jade Pruett is a female founder we should ALL be following closely. She was always the SEO queen, and now, with AEO and AI being a needle that is constantly moving, Jade is the woman to watch. She founded HelloSEO and most recently co-founded Metamonster. Not only is she incredibly knowledgeable, she's also very down to earth and generous with her time.
If your brand were a cup of tea, what flavor would it be and why?
I think my brand would be a chai. A little spicy, a little sweet, and a whole lot of personality.
Anything you have coming up that you would like us to spotlight?
Under the AmyWynne Designs name, I'm starting to create hand-built and hand-painted mugs and bowls, along with a series of platters based on animals. Think Personality Plates - Menagerie. Right now I'm making them individually, so there will be a very limited number available. These new creations are listed on my Etsy shop and on Facebook. I'm also taking orders now for the holidays.
Amy's cup is chai, a little spicy, a little sweet, and a whole lot of personality. For a caffeine-free pour with that same spiced-sweet character, our Apple Picking blend of apple and cinnamon is a natural next cup.
Follow Amy at @personality_plates and @amywynnedesigns, shop at personalityplates.com, find her one-of-a-kind ceramics on Etsy, and connect with her on LinkedIn.
