While Mindy Holthe had always considered herself a crafty, creative individual, it wasn’t until the pandemic struck in 2020 that simply dabbling in handmade jewelry-making and accessories transformed into a career opportunity.
The Rhinebeck, NY-based 25-year-old has been making earrings for herself to match her vibrant outfits and makeup since before the pandemic, with friends and colleagues often remarking that Mindy should sell her creations. “I very much relate to the ‘funky-earring lesbian, Mrs. Frizzle from The Magic School Bus’ aesthetic, and when I came out as a lesbian, I started expressing myself more through my personal style by wearing colorful clothing, fun jewelry, and eccentric/graphic makeup,” she shares.
However, when COVID hit, the music industry shut down, and Mindy lost all four performance-related jobs she had acquired while getting her undergraduate degree at the Manhattan School of Music. With lockdown, Mindy was forced to move back home to Kansas City, MO, and reconsider her options. “My ability to provide for myself had diminished into a minimum wage, essential worker job, and I decided maybe I could take the idea of selling my creations more seriously,” she recalls.
Beginning the jewelry journey
With an educational background in music and a classic training in French horn, it may seem like the music industry is a more natural fit for Mindy than a jewelry business. However, Mindy now sees just how many parallels there really are! “As a musician, I’ve learned how to work towards perfecting my craft through consistency and trial and error, and how to market myself and present my capabilities. I’ve been able to apply these same strategies to my jewelry-making and business management and continue to learn from both of my passions.”
Mindy makes clear that she’s constantly learning about how to manage her business, both through experience and from other small businesses like hers, especially because she’s a self-taught jewelry artist. She notes that following accounts and creators on social media who post resources for small businesses, like The Peach Fuzz, has been incredibly helpful.
Initially, like many artists, Mindy began her shop on Etsy. Her original plan was to stay on the platform and hope that algorithms and word-of-mouth would grow her business. “This quickly evolved as I realized that even with a maker’s platform such as Etsy, business owners truly need to extend a lot of energy towards putting themselves out there.” She notes that unfortunate business decisions on Etsy’s behalf caused her to move platforms and focus on social media and her website to advertise her merchandise.
Eventually, Mindy applied to her first craft fair at her graduate school. She “was blown away by the support.” This opportunity opened the doors for her business, and she’s attended many community events as a vendor since, including the popular Dutchess County Fair. Through these events, Mindy has even been able to expand her services, offering on-the-spot customization of products and selling her creations in several brick-and-mortar stores.
Stellar, individuality-focused branding
The inspiration behind Beneath the Moon Shop is in large part a reflection of the nature, cosmos, and spirituality that inspires Mindy in her work. “This is why I use crystals in my jewelry, and everything is made with my passion, intention, and energy, as I hope to pass that energy along to those who wear it,” she explains.
The name of the shop also reflects Mindy’s efforts to keep future possibilities open, ensuring her brand wasn’t jewelry-specific and allowing her to take creative liberties if she feels inspired to sell new items. This imaginative freedom has been the most fun and fulfilling part of the business for Mindy. “When I couldn’t find a way to combine the multifarious feel of ‘everything but the kitchen sink’ or ‘everything under the sun’ without feeling tacky, I stumbled upon the idea of ‘Beneath the Moon.’ What better way to classify a wide variety of products than to tie in my celestial aesthetic and keep my options open as to what I could create, with the idea of offering anything ‘beneath the moon’?”
When she started her business, Mindy offered a small collection of earrings. As she’s developed more confidence in her jewelry-making abilities, she’s begun wire wrapping and expanding her products to include sun-catchers, collar chains, keychains, phone and purse charms, car charms, and beaded barrettes. Mindy loves to decorate accessories too, including hair clips! “I love offering customization on all of my products, but especially these hair clips, as the customer tells me about their vibe and aesthetic and I make a hair clip adorned with beads/charms/crystals to personally fit their style.”
A creative approach to business
Being trusted by her customers with unique, artistic customization is something for which Mindy is truly grateful. Through this process, she’s learned what she considers one of the most important aspects of the business: ensuring her projects remain fulfilling and inspiring, without yielding too much to external pressures. “I know myself and what I am most passionate about creating, and I don’t need to stretch myself thin trying to make people like me or what I make.”
In addition to navigating expectations and staying true to her vision, Mindy found that time management was a key lesson when beginning her business, as she started Beneath the Moon Shop when she was juggling four jobs and completing an undergraduate degree.
Before completing graduate school, “it was nearly impossible to find the time in a day to manage classes and two part-time jobs and have time for rehearsals, personal practice, and homework in addition to running a business,” she emphasizes. “But now I’ve obtained my master’s degree, and I’ve accomplished more with Beneath the Moon Shop than I could have ever imagined just four years ago!”
From hand-making displays and packaging with recycled materials, to incorporating recycled beads, charms, novelty items, or broken jewelry in her pieces, Mindy has also learned to view the financial and ecological components of her business from an innovative perspective.
With the unwavering support of her fiance Cierra, and a non-stop dedication to her craft, Mindy is glad to have taken the risk of launching Beneath the Moon Shop. “It is an intense game of Tetris to manage a work-life balance, but I’ve learned to always plan ahead – Google Calendar is a must! Above all, taking care of yourself is the best thing you can do to ensure you’re handling your responsibilities at your best.”
You can shop Mindy’s creations online by going to beneaththemoonshop.com. Support Beneath the Moon Shop on Facebook and Instagram at @beneaththemoonshop!