In the old skool blogging days Wednesdays were MAGAZINE CLIP days because I’m always collecting them and oogling them but only share my favorite parts with you or else I’d flood the blog with them. In this KERA from the end of last year I cannot get enough of the fashion. I find that as I’ve aged now KERA is my style.. the style is dark but neon and super cute. Colorful hair, big eyelashes and perfect bangs.
Joanna is a Miseducated Eyecandy Girl through and through! Not only is she obviously adorable but she is a talented and successful business woman who owns and runs her own company filled with cuteness called Maqaroon. She creates jewelry, accessories and art inspired by Japanese fashion and unisex-friendly kawaii. She even blogs on her website and features female bloggers (most recently myself, so honored beyond belief) she feels drawn too in her super sweet, kawaii colorful and unique style of illustration. I am very happy to get a chance to chat with her and to share a bit of her world with all of you.
When did you start focusing on art and design as a hobby or passion and why?
I first discovered manga style when I was 8. I was in a tiny stationery shop in Beijing and found a Sailor Moon card showing all the characters wearing evening gowns. I thought it was the most beautiful thing I’d ever seen and became obsessed with wanting to draw like that! I was a very geeky teenager and loved video games, animes and RPGs so drawing fanart fit perfectly into that scene.
When and why did you decide to take it online?
I became very involved in the online manga community (Deviantart, Animexx, Livejournal) during high school because it was a great place to post work, get feedback and stay motivated. During university I learned enough to create a portfolio website and several years after that, after working as a web-designer, I finally had enough experience to design and set up my own online shop.
What is most challenging about starting a business on and offline?
The hardest offline part was finding the right third party contacts who help your business work. These include web developers, event organisers, couriers, photographers, printers, bloggers, financial/tax advisers and countless suppliers in Europe and Asia. Each one involves a financial gamble and you only know if that pays off after you receive the product or service. I invested (or wasted) a lot of money in the process but unfortunately there’s no way around the process as each business is unique and you need to try out everything to find what works for you.
The biggest online challenge is maintaining a constant presence on all your social media, including coming up with relevant, unique and interesting content for each platform and meaningfully interacting with other people. This is a full-time job for most companies, but if you’re doing everything alone then you have to fit it in around all other tasks! I have utmost respect for bloggers/vloggers who manage to post every few days as editing content is so much more time-consuming than anyone could imagine.
What would you tell an artist starting out marketing and selling their work online?
Start with as low quantities of each product as possible, then participate in craft fairs/pop-up markets where you sell a lot in a short space of time. Once you discover what people like to buy, go and design a batch of new things based on the bestselling product or theme. Then repeat with another event, and keep streamlining your products based on sales.
I have to emphasise participating in offline events because I found this was the best way to get a lot of feedback in the shortest space of time. When you first start out, online sales can be incredibly slow so it might take months if not years to get an idea of product popularity and you don’t want to wait that long! Once you know what sells, it will automatically drive your sales up both online and off.
Another good tip for any online shop is to choose light, flat products which are cheap to ship and not easily breakable. And always keep a very close eye on profit margins. I made an early mistake of offering keyrings and items with very small margins (e.g. 2-3 dollars). If I ended up miscalculating shipping by a tiny amount, or having to replace the parcel if it got lost then I would have negated that sale or even made a loss.
Lastly, don’t worry about comparing yourself with other brands or businesses. Just like how people make their lives look shinier on Facebook, a lot of brands may present a successful façade but that’s no reflection on how well they’re actually doing. Some companies simply buy fake Facebook and Twitter followers, others plough tons of loaned money into their start-up but are actually in debt. From talking to many people behind the scenes, I learned that many small businesses that are professionally represented at trade shows are still only being done part-time, and the owner(s) still rely on other sources of income.
So in short, don’t doubt yourself if it appears like everyone else is more successful. Even if you’re selling a few handmade items a month, you could still be making more profit than a shiny start-up with several employees that’s actually being funded by investors or a bank loan. The only thing to focus on is how your business is performing compared to itself, and work on steadily increasing sales. If it does become stuck, then try to change direction, products or audience until you discover what works.
What inspired your brand?
The original inspiration was my overwhelming love for Japanese street fashion. Ever since university, I’d been fascinated by street style and collected a huge amount of research through books, magazines, blogs and two trips to Tokyo. I wanted to create an illustrated resource for all those styles, both for myself and for others so people can see at a glance what the typical characteristics of each one are. This image is actually from the cover of a book pitch but I never heard back from the publisher, so I re-used many of the character designs!
The inspiration behind Maqaroon’s jewellery is a blend of Japanese “sweets deco” scene with classical European design. I live in Vienna, Austria which is a very traditional and baroque city. There are horse drawn carriages all over the streets and people take black tie ball season extremely seriously. There are also tiny boutiques everywhere selling amazingly delicate necklaces and bracelets made out of precious metal and diamonds.
So considering the two big influences in my life, I imagined Maqaroon to be a classy re-design of kawaii style. I wanted to create things that are very cute, but would still fit into an elegant wardrobe or upmarket occasion.
Where do you find inspiration when you feel exhausted?
I really value spending time with my friends, family and boyfriend. I think when you’re in the presence of people you care about, your mind unblocks easily letting ideas and inspiration flow. I definitely believe in ‘leisure investment’ for creative people i.e. prioritising things which make you happy in order to produce higher quality of ideas/art, which in turn generates more sales. I also love yoga and find it’s an excellent way to reboot you mind & body when you’re stressed.
What is your favorite work to do these days?
I like simple hands-on work the most, which includes making jewellery, gluing boxes, packaging products. This is what I missed most when working as a freelance designer/illustrator because I’d spend 10 hours a day in front of the computer. I developed bad neck and shoulder pain as result so that was another reason I decided to change careers. Now I really relish evenings where I can just sit in front of the TV and make things with my hands, almost like back in school!
Do you craft your own jewelry and if so do you have a glimpse into your workspace or studio? How does the space work for you?
I design my jewellery on computer and then have the raw components (necklace/bracelet chains, earring bases) manufactured in gold-plated stainless steel. Then I make additional elements such as resin clay macaron shells by hand and assemble everything in my studio.
Unfortunately I have a really small apartment so I usually work on my dining table or coffee table and have to take out and clear up all the supplies before and after. This is also why I don’t have any workspace photos as it looks quite messy and uninspiring :P. Though I’m in the process of moving in with my boyfriend and will have a studio room just for myself so I’m really excited about that!
I’ll finally also have space for a larger computer and plan to start making videos and craft tutorials on my YouTube channel.
Drink: Starbucks Iced Chai Soy Latte
Food: Japanese Chicken Katsu Curry
TV Show: Girls
Book: Memoirs of a Geisha by Arthur Golden
Song: Everything by Michael Buble
3 words to describe yourself: Fun, Hyperactive, Artsy
What do you feel you communicate within your work?
I really want people to be happy when they look at it. I try to show all the creativity and happiness that still exists in the world through all the styles that young people choose to express themselves in. In addition, I believe strongly in diversity, tolerance and respect. This is why I decided to use animals instead of humans in Maqaroon, as it makes the issue of race and gender less contrived but still visibly present.
In terms of product and pricing, I’m a big believer in making good design accessible to many people. Graphic design is making things for the masses, whereas art is for the elite. Obviously having been a designer all these years, I don’t consider my work ‘artisanal’ or ‘special’ in any way and therefore don’t want to price it as such.
In this sense, I want Maqaroon to be a beautiful but fun and down-to-earth brand. If it were a person it’d be like that fabulously glam friend who you can always rely on as well! I didn’t want the brand to feel like an expensive, aloof and snobby girl who you sort of aspire to but feel you have to act slightly fake to be accepted in their clique.
Where do you plan to go next with your work/brand?
I plan to concentrate on jewellery and work on expanding the range to include delicate choker necklaces, bracelets and possibly rings. My dream would be to be stocked in stores that I love to shop at myself (like Topshop or ASOS). I’m also hoping to increase the non-sales side of the brand with a Youtube craft channel and more collaborations/portraits with bloggers!
Why does the “maqaroon” have a mustache?
Hehee this actually has an explanation behind it! I had two rules from the very start of the brand, which is that Maqaroon should not appear too childish and that it should lean towards being unisex. The risk with any kawaii brand is that it’s extremely easy to slide into using loads of pinks, creams, strawberries and flowers. I wanted Maqaroon to be cute but not over-the-top frilly and feminine.
So I decided on a neutral green as the main branding color, with virtually all backgrounds kept in white. When I was designing the logo I tried out loads of different facial expressions. I realised a typical kawaii mouth made it look too childish so I decided to use a moustache to show that the macaron is an adult male (this sentence is starting to sound a bit ridiculous XD). This again reinforces the unisex aspect, and not making it overtly girly.
Lastly, are you Miseducated and why?
Yes definitely. Miseducated is about non-conformity, creativity and inspiring readers to follow their dreams, express themselves and live their best life. Too many people lose sight of these values when chasing after superficial things or trying to live up to other people’s expectations.
Growing up, I was always eager to please and would try to do everything right at school. I believed that you need to get good grades, get a degree, get a good job and somehow life would reward you. I spent many years doing different jobs and even though the experience was really valuable, I felt slightly disillusioned. I was working crazy hours yet barely making enough money to cover my living costs.
As it happened, in 2010 I became very ill and took several months to recover. During that time I had a serious think about my priorities and my conclusion was that I wanted a career with unlimited creative freedom, lots of leisure time and the potential for a much higher income. So here I am, three years later and doing what I’ve always dreamed of. There’s still a long way to go but I’ve never felt happier and more fulfilled!
You can often get a nice scoop of inspiration and eye-candy window shopping at ebay and other cute shops online. One of my favorite past-times is window shopping both American and Japanese auction sites with friends looking for the cutest stuff. Shops on both auction and craft or indie sites, such as Refuse to be Usual and Bang Bang Crash, tend to have a low stock of items so you can be sure that everyone’s not wearing your outfit.
I’m happy to show you a little glimpse of the amazing exhibition of Sweet Streets (a Harajuku Kawaii Experience!) in Los Angeles at Gallery Nucleus by my sweet friend, Caro. (Yes, I designed that shockingly bright logo.)
Sweet Streets features an array of magnificent artists inspired by Japanese street fashion. The event featured a fashion show with our favorite sensational shop, 6%DOKIDOKI.
Caro wants to bring the magic of Japan to the States and I’m absolutely thrilled about it. It’s one of my own missions in life and I’m so excited to join her in the inspiration melt-down.
I wish I could buy each and every Miseducated visitor a ticket to Tokyo so you could revel in the inspiration found in every corner and under every stone. Maybe someday? Thanks to Caro you can experience Japan and Harajuku style right here in the States!
All photos of Sweet Streets were taken by BigWhiteBazooka, Tadatime and LA Weekly. Do to my little pregnancy circumstance I could not tear myself away long enough to enjoy the exhibition but I’ll be better prepared next time.
The photos below are by LA Weekly.
Etsy is a marketplace of artists, diy-ers and more from all over the world. You can search for absolutely anything and usually find quite a few choices to pick between. Best of all? Everything is either handmade or vintage and you’ll be sure to find something your heart desires. One of a kind items are a unique kind of special and most often delivered as such in hand-prepared packaging to seal the deal.
Not only that, Etsy is a great community.
So you’ve probably already heard of Etsy and have spent countless hours skimming through the goodies or even sprucing up your shop to sell your own wares. I adore shopping there most of all but I have recently opened my little print shop back up — also to feature OOAK goodies for Miseducated readers in the future. I had some bad experiences with a buyer (whom I did refund and who did receive the print) but all in all I’ve met a lot of great people there.
These shops aren’t my absolute favorites nor is this a list of the best, but they each have an adorable product and they each made me squeal.
Printable and plush toys at Fantastic Toys
Cute, modern necklaces and more at Joo Sweetie
Pizzicato Kei creates adorable Fairy-Kei and Japanese street fashion inspired accessories
So much more than perler beads at A Self Portrait
Kawaii Friends Cafe serves up permanent handmade sweets
Pony dresses and party corsets at Lexi Bee
Mon Sherry lolita shop with adorable cat scarves
I’m always excited to see what the 6%DOKIDOKI girls are up to as their shop is always one of my absolute favorite places to hang out in Harajuku. Their stage shows and events are always so colorful and delicious, it’s impossible not to want to jump right into the photos!
The girls had a fashion event in the Popple room and created the cutest outfits you could imagine, complete with large Popples surrounding their stomachs! Looks like a cute cushion when you’re not wearing it? Or rather a baby boppy? 😉
One of the reasons I love this style so much is because it looks exactly like my world as a little girl. I wish I could raid my closet and room from then so I could create my own little fairy-kei world again. I’ve realized this is exactly what I’m doing with Colette’s clothes and decor.. she’s getting all those adorable goodies I kept safe! Popples, Baby Brite, Avon character jewelry and more.
I guess I’m probably a big fan of decora too? Seems to be a bit of a difference in color hues with both styles of fashion. I’ve been a long-time lover of decora and that’s because it’s bright and tasty (think Barbie hot pink and an overload of rainbow accessories).
So let’s take a look at what makes fairy-kei special and what makes it different from decora…
Fairy-kei is a candy-coated, marshmallow rainbow-covered delicious arrival in Japanese fashion. As Miseducated and SPANK! often do, it features the cute characters and motifs of the 80s: My Little Pony, Care Bears, Popples, Barbie, etc. The palettes favored seem to be all soft, light hues of the 80s marshmallow rainbow. Fairy-kei uses as many as 6 colors in an outfit, but don’t be too hasty with color — make sure that each of the colors balance each other out. Colors you use should be used at least one other time in the outfit, usually, to add icing on the cake and to tie it all together. Think bows, beads, accessories and pompoms!
All Dressed Up
If you’re an 80s kid, ransack through any old stuff you kept or stored and see what treasures you can find! It’s like new but has more meaning attached. If you can’t find any try ebay, flea markets and thrift stores for marshmallow rainbow 80s goods.
Tutus! They’re easy to find these days and very easy to make. You can make your tutu as simple or as decadent as you like; they’re all sweet when paired with a tee.
Pompons, bows, tulle — all in the marshmallow rainbow of fairy-kei — think of making yarn into large pompons for hair and keychains, smaller ones for other accessories.
Found some cute 80s fabric but the item is shot? Patch it onto a tee, add some glitter. Don’t wait for your favorite new t-shirt, make it!
A big pastel sweater with an alternating color of hair bow. Think big and ridiculously cute! Keep it simple if you like with a black tutu and flats, you can be Fairy-kei inspired without going over the top.
I was just strolling through Petsugar’s blog and found the sweetest doll customizations I have yet to see. Have you heard of Kiki Kinoko Juice dolls? If you haven’t and are a geek for toys that make you squeel, you’ll probably faint. This doll customizer customizes the dolls to look like the girls of SPANK! (absolute fairy-kei eyecandy!).
The amount of detail she puts into her work is absolutely amazing! I can’t get enough of this in both doll customizations and doll outfits, especially when myself and the dolls have the same style. So much eye candy! I just. can’t. get. enough.
Photos ar all thanks to *Super Sweet* !!
My first time in Harajuku I planned to find 6% DokiDoki and found it with ease, nestled away in it’s little nook of the district. I have always wanted to buy accessories from them due to the drool-worthiness insanity of their items!
I adore the shop and have been many times, it’s absolutely a trip in wonderland. When the antique music started I felt a very familiar feeling rush through me.. it happened that the song was a long, musical version of “A World of my Own – Disney’s Alice” It makes my heart jump talking about it, haha. It was truly a place for me and if it wasn’t always so damn hot and stuffy in there I would stay all day — haha. The perfection doesn’t stop with the decor, the staff wears their own token dokidoki style, sticking the sweet accessories anywhere into their hair or elsewhere. They looked like they fell into a glittery, rainbow, sprinkley, cotton candy ball! I wasn’t allowed to take photos in the store, so these will have to do! It’s rare to be allowed to shoot in a Japanese shop and this one was no exception.
6% DokiDoki Inspiration
Eh, so sometimes when my husband and I are running late or feeling really nasty we’ll grab happy meals — mainly just when the toys are cute… but what the hell do you do with the little plastic toys after you eat your meal?
Make something out of them!
My plan was to attach gems and glitter all over my lovely ponies and headbands with sweet unicorn emblems. Every headband is on it’s way to a special home for fun and whimsy instead of being chewed up in Wanwan’s bed or thrown in the garbage. 😉 Perhaps soon we’ll do some more silly DIY with all the plastic junk we always come across! ha
(go ahead and keep the box too for silly gifts to friends — haha)
Photos by Benjamin Amick <3 Dress: Manoush; Headband: DIY; Shoes: Russe & Rilakuma
Miseducated Inspired Love
Ariel: The Forest