Impressions - April 2021 - 36

think.
make.

SHOP TALK
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do.

In Full Bloom
This home-based decorator's fledgling business,
centered on direct-to-garment printing, has blossomed
during the COVID-19 pandemic.
BY JAMAR LASTER, EXECUTIVE EDITOR

In many ways, Ada Asenjo's foray into decorated apparel exemplifies the quintessential journey on which many nascent
business owners in this industry embark.Well, there's one distint
difference: Her journey is happening against the backdrop of a
global pandemic.
Understanding Asenjo's journey begins by understanding her
background. Founder of Louisville, Kentucky-based Pétalos by
Ada and FreshPressedDesigns.com,Asenjo worked as a bilingual
(Spanish and English) interpreter for almost 20 years and taught
elementary-level Spanish. However, when the country - and
the economy - was crippled due to the COVID-19 pandemic,
her income was drastically reduced. In response, she turned to
her love of art and found a way to showcase her designs.
" I have dipped my toe in the artist community in Louisville,
Pétalos by Ada offers sustainable
products, including T-shirts, that are
decorated via direct-to-garment printing.

showing my pressed-flower designs in a
local exhibit and at art fairs, " she says. " I
also sell cards with my art in a few local
boutiques. I decided I wanted to try selling
my designs on apparel as a way to make
additional money and also to share something beautiful during this difficult time. "
Asenjo chose flowers as the central motif
of her designs because they reflect on the
ephemeral quality of life, she says.
" I have grown up picking and pressing
flowers, always admiring the incredible
beauty contained within each, " according
to her business website. " Often, however,
they are taken for granted and discarded
when they are past their prime. Imagine
this gorgeousness spent on something so
temporary.To me, this confirms the potential we all possess for limitless possibilities. "
Production Trials
Similarly, Asenjo is banking on limitless
possibilities for her business. She eschewed
the inclination to invest in expensive,
complicated and bulky equipment that
would've necessitated a larger workspace. Instead, she first tried to outsource
production.
" At first, I outsourced my production,
using companies that offer to put artists'
designs on a variety of objects and apparel, "
she says. " Most of the time, the products
turn out very nicely. However, these services only provide a very small profit for
the artist. "
Next, she tried print-on-demand services, which provided a bigger profit margin, but still wasn't suitable. Plus, having
a say in product sourcing was important
to her and was a tentpole for the business.
" It was also very important to me to

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I M P R E S S I O N S M A G . C O M APRIL 2021

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Impressions - April 2021

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