Learn how a Mechanical Engineer's line of work introduced her to a unique concept for a product that won the praises of many people who love and appreciate unique gifts. Here we will learn how and why she started her business, and how she manages to juggle Light Affection and family at home.
Meet the Mom Behind - Light Affection!
Who is Light Affection? Where are you located?
You would think that would be the easiest question to answer or at least after 5 years of doing this, it would be easier! Basically, Light Affection is our high-tech version” of an old art form called Lithophanes. We create carvings from photographs submitted by our customers and turn them into lamps and night lights. So this is not merely inserting our customer’s picture in front of a light. When the custom carved piece is lit from behind, the image magically appears. The carved piece is made out of a sepia-toned material that should last for 1,000 years (haven't tested it myself but so says the manufacturer) so besides being really unique, it is definitely something that will last for generations.
We are located in Los Alamitos , California . We do not have a storefront (our business is Internet-based), and has become a popular gift, mostly from “word-of-mouth” customer referrals to friends and family.
How did you come up with your business name?
It was quite a process. I think a good name is an important marketing tool. Since I knew I was in it for the long haul I didn't start anything until I had the name. I had a notebook I carried around and just made lists of names that popped into my head. I kept checking the lists to make sure the domain name was available. I kept writing down names, looking at them, and then erasing the ones that I didn't like anymore. After about a week and narrowing it down to around 10 names, I started asking my friends and family what names they liked and what they associated each name with. I ended up with “Light Affection,” which was a little too long of a name than what I expected but now, I can't really imagine a different name.
When and why did you decide to start your own business? How did you come up with such a unique product?
In my mind I always knew I wanted my own business but once I got into the circle of working for someone else and the family was depending on my salary, it was hard to break out. After having my second baby boy things just fell into place. Work wasn't interesting anymore and at the same time, my husband’s work was quite steady. We agreed that as hard as it may be, this is my time. I could stay at home, spend more time with my boys, and start my own business. We knew it was risky but my husband was my greatest supporter and we just went for it.
As for the product, professionally, I’m a mechanical engineer and my line of work introduced me to the concept. The tricky part was to come up with an actual product and prototype. That took a while but eventually I had something I felt was an actual product that I would love to have myself and be proud to sell. Still, it’s an on-going process. There are more designs I would like to introduce and for the existing ones, improvements I’d like to make.
How did you get started?
There were several things involved. On the marketing end I knew I wanted to sell online, so building a website was a must. Since my budget was non-existent, I decided to do it myself. I didn't know much about it so I asked around, read books, and learned the software. My website went through quite a few transformations but eventually settled into the current look. Since I also had to actually produce a product, I had to buy the machinery, find a place for it, and find space for my "assembly line". The assembly line took over half of my "office" space and the machine went into the entry closet (where you are supposed to hang your coats). At the time, I had a friend that experienced a lifestyle change. She used to joke that she just got out of the closet and I go into the closet everyday.
What motivates you to keep your business going?
I think what motivates me most, as corny as it sounds, are my customers’ responses. It is just so gratifying to get their emails and calls, and I appreciate every single one of them. I also ended up needing some help as the business grew and decided to take a risk by having my girlfriends work with me. I say “risk” because I was worried about losing their friendship in the process; what happened is that we have the best working atmosphere I can ask for. I love to come to work every morning. It is almost like meeting your girlfriends for coffee instead of going to work.
Do you have a particular lamp or night light that's a best-seller on your site?
Well, to be honest, we really have one product that is available in different sizes and frame colors. I would say our top sellers are the Night Lights and 4x4 lamps.
How do you advertise your business? Which methods proved successful/effective?
The majority of my sales are online sales and of those, I would say the 80% come to us by “word of mouth” and repeat customers (or their husband, daughter, aunt, etc.). Other than that, I try to network with other websites and constantly work on updating my website to improve search engine popularity.
How do you juggle family and work at home?
I think the main thing for me is the flexibility it's offered. If I need to volunteer in school, I can still do it. If I need to take the day off and take my kid to the doctor, I can. I try not to work while I am on "home time". The challenge for me is to shut off my brain from "work thoughts". It is definitely a “work-in-progress”.
What advice would you give to moms seeking to become a WAHM?
The one piece of general advice I would give is: Go for it! Trust yourself and your abilities and if it is something you love and feel passionate about, you are off to a good start!
Current promotions/specials at Light Affection:
I would be happy to give the WAHM readers a special pre-holiday discount of 15% off. Use coupon code WAHM at the checkout. this offer expires August 30th.
Visit Light Affection at: www.lightaffection.com
(Note: All images courtesy of Light Affection. Please respect their work and do not copy and/or alter their images. Thank you! )
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