We had the good fortune of connecting with Lindsy Richards and we’ve shared our conversation below.
Hi Lindsy, we’d love to hear about how you approach risk and risk-taking.
One of the initial risks in starting a business for me was abandoning the hardwired programming in my head about mothering; the doctrine that in order to be a good mom I should devote my entire self to the task of raising my kids. Stepping outside this belief system of my clan and community felt like a big risk, as I feared the shame of being judged as a selfish and neglectful mom. Needless to say I went for it anyway. One day when I was frustrated about business I said to my daughter, “I think I’m going to just quit,” and she began to cry. When I asked why that would make her so sad she said, “because I’m so proud of what you do.” In that moment I finally saw the truth. By modeling dedication, creativity, pursuit of interest, and risk taking I am giving her permission to do the same. I see this as big profit.
Let’s talk shop? Tell us more about your career, what can you share with our community?
Flora Aura is a one of a kind product for DIY flower crown making. Unlike any other technique, it doesn’t require the use of tape, glue, or wire. It is the easiest way possible to make a flower crown, and absolutely anyone can do it with zero stress. Flora Aura products are made in Los Angeles by hand from high quality leather. They are reusable and long lasting for many crown creations. One of the things that makes me most proud of my business is knowing that my product facilitates and sparks creativity. I get so excited when people send me photos of their crowns because never are two alike. The ideas my customers come up with blow my mind! I just love posting them on my Instagram stories for followers to get inspired. I feel really good about putting a product out in the world that connects people to nature. Creating adornment with flowers is something humans have done for millennia across all cultures. We are beings who love making beauty and our hands know just what to do. No instructions necessary. Getting to this place in my business has been a series of a million baby steps. Every step like a new frontier to navigate. It can be extremely challenging and discouraging when you are a ‘mom-solo-prenuer’ because we have to wear all hats and develop skills that don’t come naturally. Ironically this source of frustration might be one of the aspects that propels me onward because it is satisfying and empowering to figure stuff out. The solo-prenuer life is an adventure filled with highs and lows. While it is fun and thrilling to build something from the ground up, it can also be isolating and self sadistic. There is a loneliness to it for sure. My favorite days are when I have photo shoots and I am creatively collaborating with others. This is my true bliss and the heart of my business. I created this whole thing as an excuse to take photos and play in nature with friends. If you want to start a creative business but don’t know exactly what, just identify the thing that you would like to have an excuse to do on a regular basis. That way that thing you love to do becomes mandatory and non negotiable.
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
A few of my favorites in Encinitas/Leucadia/Cardiff… Stay at the Surf House where you can walk to the beach and hit up great Leucadian restaurants. Pannikin for breakfast and Dinner at Fish 101 is a must. Grab a sandwich at Prager Bros and walk to D st or Moonlight Beach. Pacific Coast Grill for cocktails and the best ocean view dining. Spin some records while waiting for a ‘Steak and Destroy’ burrito at Moon Age. Walk/skate/bike the Cardiff Rail Trail and grab an Acai bowl at Sambazon in the Seaside Market Plaza. Rent e-bikes at Charlie’s Electric Bikes and ride them on the beach at low tide. Visit the stunning mediation gardens overlooking Swamis (surf break) at the Self Realization Fellowship. Shop at Hansen’s for all your surf and beach needs. And visit Nixon headquarters store for the latest watches and gear.
Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
All my love and thanks to my daughter/muse, Reef. She is my inspiration. Thank you to my husband who always encourages me onward in my discouraged times, and my son who always lets me try flower crowns on him.
Images by Lindsy Richards