We had the good fortune of connecting with Christine Davanzo and we’ve shared our conversation below.

Hi Christine, what was your thought process behind starting your own business?
I was 27 years old when I applied for my business license, and my thought process at the time wasn’t much more than “I want to be an inspiring force in the world and I want to do that as an artist.” I had a clear vision of where I wanted to go, but no road map (i.e. business plan) at all. My path to the realization of my dreams and goals was formed step by step, with many unexpected twists, turns, opportunities, and pivots.

Over time, I came to understand that the vision I had for my work when I got started – my big dream – was not something for me to manage and control, but to develop a relationship with. My dream was my partner, and while I wasn’t able to articulate that in the beginning, I had a certain confidence in what was possible. I was pretty fearless, but also focused, and those two qualities were the main engines during my first year of figuring out how to get where I wanted to go.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
When I started my business – a handmade line of greeting cards under the brand Swirly – in 1995, I had a vision of being a licensed artist with books and product lines, all aimed at inspiring others to create a meaningful, creative life. I did not have a business background, so I basically had to learn as I went along, but I enjoyed that process and loved the independence.

Over the course of a decade, I was able to grow the card line and expand the business to include multiple license deals, product lines, and other commercial illustration projects. I handled all aspects of the business, from designing the cards, getting them printed, and organizing inventory to managing a team of sales reps and negotiating license contracts. The Swirly line ended up with more than 1200 retail accounts, including Target, JoAnn Fabrics, and Whole Foods Market, and a product line with dozens of colorful, inspiring gift and stationery products that, at its peak, earned seven figures in retail sales.

My work has since evolved to include original mixed media artwork, books, workshops, classes, and retreats. There have also been other branded, licensed gift lines and two podcasts. While the expression and medium has been different over the years, my work has always been about encouraging others to create a meaningful life.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I like in Milwaukee, which is much more vibrant and creative than I think many people believe. The Milwaukee Art Museum is one of my favorite spots, and I also enjoy the Kohler Preserve – a new museum that just opened near Sheboygan, about an hour away. My husband and I always take visitors out to dinner at Birch, Lupi & Iris, and Momo Mee, and Bavette is our go-to lunch spot (and butcher.) The Schlitz Audubon Nature Preserve has many beautiful trails, one of which takes you right down to Lake Michigan, and Lake Park is also a wonderful place for walking.

Whenever we go to Chicago – a short train ride from downtown Milwaukee – we are reminded of how small Milwaukee really is. But that is one of the things we love about it. It is easy to enjoy all that the city has to offer. We lived in LA and suffered through its constant traffic for many years, so we appreciate being able to get downtown in less than fifteen minutes!

What have been some of the most important experiences and lessons you’ve had along the way?
After more than 25 years of doing this work, I have learned many lessons (and many the hard way!) but a few stand out. They are the tidbits I’ve handed out most often when coaching and mentoring.

The first is that it is imperative to get clear on what one’s own definition of success is. It can be so easy to get caught up in what other people say success is, but maybe that definition isn’t what you want and that is OK. I encourage others to imagine what life would look like if their idea became a HUGE success on a day to day level. What would that look like? What would their responsibilities be? What would it take to get to reach those goals and milestones? What do you value most in your life – would a hugely successful business/book/idea support those values or diminish them?

I have also learned that while setting and pursuing goals is an important part of growth, it is just as important to allow space and flexibility for unexpected opportunities. Businesses don’t tend to grow in a strictly linear fashion, but organically, with plenty of stumbles and mistakes along the way. Trust that flow; keep your eye on your larger visions, but allow for variations in how you think you might get there.

I also tell people to trust their intuition. Trust it, trust it, trust it. This isn’t about letting your emotions tug you all over the place, it is about dropping in, being still, and listening deeply. I believe we all have much more wisdom and insights than we give ourselves credit for. Most of our answers are waiting for us within, we just need to listen.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
I would like to offer a shoutout to my former business partner, Katie Camarro. We worked together many years ago when I was running my greeting card and gift line. Katie provided marketing and sales support that helped my business expand in extraordinary ways, and we also had a great time together. She is an entrepreneur herself, and knows what it is to wear many hats in pursuit of one’s creative vision. When I think back to the success of Swirly (my product line), Katie is always the first person that comes to mind. (You can see what she’s up to these days right here – https://sundaesbest.com/)

Website: http://www.christinemasonmiller.com

Instagram: christinemasonmiller

Image Credits
Photo Credits: Lisa Field

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