Erica Goldstein: The Woman Behind The Blank Canvas Co.

Don't miss Erica's trunk show at the SoWa Winter Pop-up by Wyllo 12/19-12/20 11-6 at 65 Thayer St, Boston, MA 02118

Tell us a little bit about yourself and your brand. 

Hi I'm Erica, Owner & Artist at The Blank Canvas Co. - a creative brand I founded to empower women through my bold + bright designs inspired by positivity. I thrive when I'm helping others ignite and unleash their inner badass. It's the fire behind the art I create. Female empowerment is at the heart of the original canvases, art prints, stationary, painted planters and stickers I design. The Blank Canvas Company is based out of Boston, MA!

What inspired you to start your brand or craft? 

I've been a creative of sorts all of my life - singing, acting, dancing, painting and drawing for as long as I can remember. After studying Business Marketing in college, I moved into my parents house temporarily and was in serious need of a creative outlet to balance my full time job. So, in 2014, I picked up my paint brushes again, began applying paint to canvas and started posting my work on my Instagram. In 2017, I decided to integrate my passion for empowering women into my art, packing my love for painting and my community-based mission into one single brand. Enter: The Blank Canvas Company.

How did you come up with the name of your company?

I significantly remember doing a massive brainstorm that consisted of 2 full computer-sized pieces of paper, haha. But The Blank Canvas really stood out to me. "The Blank Canvas" represents our ability to wake up every day, press the reset button and show up as our best selves.

  • Put judgement aside - on ourselves & others
  • Embrace our imperfections
  • Showcase our strengths
  • Send kindness into the world
  • Know that we’re good enough
  • Remember that we are badass

What does an average day look like?

There is truly no average day for me! I work full-time as a Product Marketing Manager of Innovation at NutriBullet, so I am constantly battling the demands of 2 jobs while maintaining a personal life. It's A LOT, but I love what I do. It really forces me to create a balance for myself between each element. Some days I spend hours painting; others, I'm working on my business strategy, social media or perfecting my website. I really try to listen to whatever I need for myself in the moment to feel fulfilled and productive!

What’s your favorite part of the job? 

When I say I love what I do, I mean it. Being an entrepreneur, especially while balancing a 9-5, is no small feat. But what fuels me is seeing the impact my work can have on other women. I am truly so inspired by the conversations I have with other strong, like-minded females. It drives my creative designs, my daily passion and challenges me to constantly find new ways to call attention to key issues and topics that affect the women of our generation. If we're talking task-based favorites, painting is of course my jam! I also absolutely love creating copy and content within my brand voice.

When you’re creating do you have a person in mind? 

Yasss! All of my ladies! All of the women in the world hustling all week long - raising children, fighting for their rights and working to better themselves + build others up. Y'all inspire me - and I hope I can do the same for you through my art.

When was your business founded and how has it evolved over time? 

I technically started The Blank Canvas Company in 2014 - making a few instagram sales here and there. I would paint anything and everything vs. focusing on a specific niche or mission. I really started taking my business seriously in 2017. I created an Instagram page and began to build a brand strategy. In 2018, I had a large glass of liquid courage and applied for my first ever craft fair - The SoWa Open Market - and got accepted! That triggered a domino affect to me getting totally hooked on maker's markets. In the past 1-2 years, I've refocused my mission on empowering women and really began to create a digital voice. Last year I opened my first e-commerce shop on Etsy, and in October 2020 (~2 months ago), I created my own website!

Are there any challenges that you’ve had to overcome?

Yes! When I started off, I was a very unfocused artist without a plan or mission. I had big dreams, but did nothing to work towards them. I doubted my abilities as a creative since I wasn't a classically trained artist and really limited myself with my own beliefs. After surrounding myself with other female entrepreneurs and self-educating on various marketing & creative tactics, I feel like I've gained a new sense of self-worth and confidence as a creative entrepreneur!

What's one thing on your bucket list?

Business bucket list: I would love to one day pair my art with interior design and open my own firm! Personal bucket list: Purchase a second home and AirBnB the crap out of it! I'm talking designing that bad boy from the ground up with all the little things - curated travel itineraries for the AirBnB location with restaurant recommendations, extra floofy blankets and slippers and all the cozy home accoutrements. 

What is one piece of advice you have for a female entrepreneur just starting out?

Figure out what drives you - would you do what you do. Let it motivate you, push you and challenge you to step outside of your comfort zone. Don't be afraid to take risks, even if you don't feel ready. Sometimes stepping outside of your comfort zone + committing before you have your sh*t together is the first step in a big direction. Most days it's slow & steady in the beginning, but as long as you're taking steps, you're moving forward. Don't stop and don't give up on yourself. Be hungry. Stay hungry. And be a sponge to new information and tactics.

Let us know where we can follow you. Feel free to share any news on upcoming projects. Come join the girl gang! I promise to work hard to inspire you with positivity! I'm currently working on some really exciting themed holiday gift bundles! (Think curated gift boxes with a variety of prints, stickers, greeting cards and maybe even a funky painted planter!)

 


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