Tamara Lindsay — empire coven

Age || 29

Company Name || By Felma

Job Title || Founder + Designer

Years Living In New York || 12

Social Handles || @by_felma

Company Website || By Felma

What did you want to be while growing up?

I didn’t know exactly what I wanted to be. I always enjoyed working with materials, designing, creating things, and eventually I gravitated towards fashion.

How do you define success?

I define success as being completely satisfied with all aspects of the company, being able to make a social impact on my community, and enjoying what I do.

What is the most important thing you’ve learned since starting out?

Persistence is key.

What is your go-to motivational quote?

“You got this.” As simple as it sounds, it’s all the encouragement I need.

What made you interested in starting By Felma?

I was designing and making products as a creative outlet and hobby—I created By Felma as a way to sell them. I’ve always wanted to have my own company and By Felma provides both business and creative freedom to do so.

Which women inspire you?

I’m inspired by Betty Joseph, founder of Trend Vault, and my mentor and friend. She guided me and pushed me to be where I’m at now in my career. I’m also inspired by successful womxn of color who are encouraging and supportive like Nana Agyemang. The most inspiring womxn would be my mother.

How do you overcome moments of self-doubt?

I realized everyone has a moment of self-doubt or imposter syndrome. When I feel that I’m going through it I give myself a pep talk, “you got this,” and push forward. I want to be able to inspire and help other creative womxn of color.

How do you balance your schedule?

I create leisurely. By Felma is a creative outlet for me so I design when I have free time. I want to enjoy the process, I don’t want it to feel like an obligation.

How do you handle situations where you feel overwhelmed?

I believe in saying no and setting boundaries. As a one womxn show, producing quality goods takes time and I’ve learned not to take on more than is realistic. For my sanity, I have to make sure that my work and life balance can both flourish.

What has been the most rewarding thing since starting out?

The most rewarding thing for me is when I see customers’ reviews on how much they appreciate my product. It’s a great feeling, especially because the products are handcrafted by me.

What advice would you give to other women trying to create their own business or brand?

Don’t be afraid to fail, learn from your mistakes, and keep pushing forward.

What is your creative process like?

I draw inspiration from art, travel, social media, and trend services. Once I have a specific idea or inspiration, I start compiling design inspiration and crafting techniques so I can visualize the aesthetic I’m aiming for. I then sketch the product or go straight into drafting and cutting depending on the category I’m working on. Sometimes I may get inspiration from the material and go from there.

What are some of your goals moving forward for your company?

One goal is to expand into more categories such as jewelry, pottery, and other fashion accessories. Another goal is to grow the brand and offer products made by other womxn of color.

This interview has been edited and condensed for clarity.