This week, we sat down with the founder of the arts and crafts business Creations by Shali, Shalika Fernando.
Tell us a little about yourself.
I’m Shalika Fernando. I completed a BSc (Hons) degree in biomedical science and I am currently an employee at Mediscribe Pvt. Ltd. as a medical transcriptionist. I am involved in the Rotaract and Leo movements with the purpose of serving the community as well. Additionally, I am a Sunday school teacher. I am also the founder of Creations by Shali, a handmade arts and crafts business.
What inspired you to start your own business?
I was commended and given positive feedback for my artistic skills throughout the years, and I occasionally make cards for my family on special occasions which pushed me toward this path. I also consider arts and crafts as a form of therapy/relaxation when dealing with stress. Initially, I didn’t have an idea to start a business or a business page on social media but a few of my friends motivated me to start an Instagram page to showcase my talent. Another key factor that inspired me was that I could work on my own terms by being my own boss. Since I was in the final year of my full-time degree with no source of income, Creations by Shali also showed me a way to find an income to cover my day-to-day expenses before starting a full-time job.
How long have you been in business?
I have been in business for more than three years (since September 2019).
What do you consider your unique selling point?
The USPs of my business are that the materials used, and the end products are of superior quality with an affordable price range. I try to give importance to customers’ choices and satisfaction when creating products while also adding a unique twist of my own. I give out a thank you card or a business card with a thank you note and currently include a few cut-out stickers of their choice to increase the level of customer satisfaction.
What have been some of the challenges you have faced as a home-based business owner?
A few of the challenges were balancing my own business work with other activities, material price increases due to the pandemic or inflation, increasing prices with a profit in mind, and retaining customers throughout the process.
Are there any particular materials or a specific type of craft you like to work with? Tell us about it.
I like to work with watercolours, acrylic paint, canvases/canvas panels, A4 boards, coloured paper, paint brushes, palettes, glitter, and cut-out stickers. I like making simple cards, including photos and quotes, paintings with acrylic paint or watercolours, and explosion boxes.
Given the high demand for custom-curated gift boxes currently on the market, how do you successfully promote your handmade crafts and effectively manage your business?
Handmade arts and crafts, in my opinion, are in high demand in the current market. Handmade items are unique, special, authentic, and high quality and it’s also a combination of customer choice and the creativity of the artisan. Handmade items can be included in custom-curated gift boxes as well.
How did you overcome the challenges such as Covid-19 lockdowns and price hikes of materials?
Speaking about the positives first, I started my business a few months before the pandemic, and during the pandemic, I was able to sharpen my skills further. I even started making explosion boxes and portraits during the pandemic with the help of online tutorials. I was able to engage with other small businesses and communicate with them to grow the small business community.
One of the main challenges during the pandemic was delivering products on time due to travel restrictions and health and safety issues. During the Covid-19 crisis, there was limited access to basic materials needed for arts and crafts.
Due to the current economic crisis and inflation in Sri Lanka, material prices are high; this affects the total cost of the products. I was able to overcome these difficulties mostly through consumer interaction and an explanation of the circumstances.
What product has the greatest customer demand in your business? What aspects of this product make it stand out from competitors?
Customised cards and canvas panel paintings stand out.
The uniqueness and authenticity of my products, my love and passion, my use of colours, shading, and unique designs on canvas paintings, and the fact that I paint or make each item rather than cutting out designs from scrap papers most of the time make me stand out from the rest. I do not consider other small businesses as competitors, as they inspired me and assisted me throughout my arts and crafts journey.
There is a popular saying, ‘Work done by you with unconditional love and pure devotion goes straight in the category of divine and immortal craft.’ What’s your take on this?
When you follow your passion with love, it is therapy for stress release and relaxation, and I strongly believe that if we add love and devotion to anything we do, it can shine through and create something authentic. All my products are made with love and followed by passion, and I believe that’s why everything comes out perfectly fine.
PHOTO © Ranjith Wathukarage