Talent Speaks

TalentSpeaks would like to introduce you to Chandra Michaels of Sugarluxe. This amazing artist and designer has proven to be a successful businesswoman since starting her own company and creating a growing demand for her signature style. Chandra’s unique fashion accessories can be found on Hollywood’s most trend-setting celebrities and are selling out in boutiques across the country. I recently had the opportunity to interview Ms Michaels. Below, she shares with us her inspirations, secrets to her success, and how she overcame obstacles along her path.

How was the name “Sugarluxe” developed and what does it represent?

From the beginning, I’ve been unabashedly professing that Sugarluxe would be a brand that beneath the surface of its visual, pop art appeal would be something more visceral.

Admittedly, there ARE days when I want to draw something really dark and angry, to deal with my own frustration with the world – but I made a choice to focus my energy on things that make my heart happy and would subsequently, hopefully, do the same for others. It’s not complicated, but it’s a challenge when there is so much hate out there. So at the core of what I’ve created, it really represents my desire for people to be nice to one another and embrace each other’s differences.

What is your inspiration behind your artistic designs and illustrations?

I confess that my style is highly influenced by some secret guilty pleasures. So, just between us — I think if we were mixing up a big batch of Sugarluxe we’d throw in one Playboy Magazine, a bag of cotton candy, a very cold and dirty martini, a disco ball and a dash of Hello Kitty.

How would you describe your art?

I edit insignificant details. It’s actually much easier for me to draw every line, but I decided early on that I would try to convey as much as information with as few elements as possible.

It’s a faster way to make an imprint on the mind and create something that becomes easily recognizable. And I try to stay away from intricate settings that depict a certain time or place. Bold backgrounds and floral surface designs are my foundation, that way, the person viewing the work can decide for themselves who my characters are, what they are doing and where they’re at.

Do you have any formal art training?

No, but I have really creative, artistic parents and formal training in Cognitive Psychology, which might be the next best thing. For me, the process of making art is extremely personal and cathartic, so I never wanted to be confined creatively by someone else’s definition of how to do things. So, actually my formal education after undergrad was in the study and understanding of how the mind captures and processes sensory information which was far better suited for my ultimate career path.

While completing my thesis, I also did some part time research with my professor at a VA hospital. We were doing a study on schizophrenia. One of my patients was completely delusional, but he was an incredibly gifted artist. He had no formal instruction, but there he was, creating these magnificent masterpieces on notebook paper. He helped me to realize that art can be taught but true talent comes from within.

Why did you decide to start your own company?

I was in a bad, co-dependent relationship with an ex-corporation. As the Creative Director, I gave all my time and energy to this place, but every so often and without warning, I would get laid…off. I loved the job, so when they asked me, I kept going back — thinking — this time it’s gonna be different. The third year and the third lay off, that was it for me! I was really pissed when I finally realized how dispensable I was there.

With less than $10K in the bank, I decided to live off my savings because I refused to go back to work for someone else.

But in that time, I was free to draw, paint, and design. I would work for days straight without sleep. I had a renewed energy and passion because I spent every day doing what I loved (on my own terms). I was thrilled to be following my dream.

What influenced you to create fashion accessories?

First off, I think everything is a potential canvas, but initially, I worked with materials I could make myself.

I had NO money when I started Sugarluxe, so I had to be creative, unconventional, and above all, relentless. I was experimental and open-minded. I used money from incoming orders to purchase supplies for the next. Everything earned was reinvested into the company so that I could maintain the quality as we started to grow.

But to begin, I think you have to avoid oversaturated markets and develop things that are fresh and not found everywhere else. I looked out at this sea of talent and tried to figure out how to differentiate myself and my work. It’s really tough to compete with all the amazing t-shirt and greeting card designs everywhere and if you don’t own the press, you’re shelling out a lot of dough to someone who does…all the while, never knowing if you’re going to recoup that investment.

Flip side is, a year after our belt buckles, card cases and compacts were in select stores nationwide, I started to see big manufacturers with their suspiciously similar accessories popping up everywhere. That’s the challenge. Being small and independent makes you agile in the marketplace, but if your idea is successful and you begin gaining exposure, you’re vulnerable and your ideas are visible to those who can produce and distribute at a zillion times your rate and capacity.

The secret is to be first. Then everyone else is just a me too version.

Do you think the internet has improved the promotion of your artwork? If so, how?

Absolutely! Without the means necessary to start a business the traditional way, the internet was my golden ticket.

I taught myself html, how to program the shopping cart, learned to create a database, studied search engine optimization, wrote all the copy, took every product shot, and then used an online customer management tool to communicate direct. It spread pretty quickly from there…but not magically. Through daily effort and time to tweak the copy, watch the rankings, and study my site statistics, I gained a pretty respectable ground swell.

I couldn’t afford a PR firm or to go to market and trade shows because I didn’t have the budget. I didn’t have a sales rep because I wouldn’t pay 15% of my sales to someone else when my cost of goods were so high making my margins fractional at best.

So, I had to do it all. And I did it all - online. I am very thankful for the experience because now I truly understand the business side of art.

There are so many wonderful experiences I’ve had with this company since its inception that are directly traced to a connection I made with someone over the internet. In fact, this site is the PERFECT example of that and its endless potential to reach millions of people who want and need to connect.

As an artist, how important is social networking?

It’s everything! I have always have been shy, so it takes a concerted effort. For today’s artist, networking is necessary. At least if you want to make a living doing what you love.

One of my great friends, curator and entrepreneur John Doffing and I met that way. Over the past year and across many miles, we compare notes and exchange ideas daily. I am so thankful for the direction and support he provides. And my dear friend, artist, Bill Stidham, introduced himself to me at my very first show. We quickly developed a deep appreciation for each other’s work and drive. Both are people that I wouldn’t have met otherwise, but lives converged because of actively networking.

What are the milestone events in your career that have contributed to your success to date?

There are significant experiences throughout my life that have made a direct impact, but specifically with Sugarluxe there are milestone achievements that have had a demonstrable and cumulative effect.

The chance to showcase the collection at Mercedes Benz Fashion Week in LA landed me an opportunity to do the VH1 Big in 05 Show. Accolades for my work with VH1 led to a commission for the CMT Music Awards. The response at the CMT show led to a request to do custom buckles for the MTV Music Awards where Sugarluxe was presented in company with top of the line labels like Sean John, Fendi, and Paul Frank. I’ve had the chance to design for celebrities like Beyonce and Christina Aguilera and I’ve created exclusive pieces for bands like Fall Out Boy and Green Day.

On the heels of MTV, came a feature spot on Helio, where one of the most popular Sugarluxe illustrations is now part of their “Customize” campaign and the default screen on all their devices. I completed painting the Sugarluxe Room at the famous Hotel des Arts in San Francisco, and I am wrapping up on a project with Danger and T-Mobile for the Sidekick 3.

I am finalizing negotiations on a really cool licensing deal and there are several more things I am bursting to talk about…but can’t…just yet.

I’ve come to accept that there will always be people who think I was just lucky. But whether I like it or not…luck has nothing to do with it.

Truth is, 95% is really HARD work, the remaining 5% is who you know. So, work hard and go meet people.

What aspiration as an artist is most important to you?

Sharing in opportunity and prosperity.

Thank you Chandra for taking the time to talk to us here at TalentSpeaks. You are a true inspiration and we wish you the best with your career and future projects.

For more information, please visit Sugarluxe.com.

This entry was posted on Thursday, April 26th, 2007 at 9:35 am and is filed under Art, Interviews. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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