The Life Less Traveled

Jump to: Conception - Implementation - Reflection - Advice

Move to NYC, start your dream company, work your butt off, have lots of fun, do what you love.

Chris Bick, 1/2 of the design duo behind the super fun empire known as fred flare (Keith Carollo makes up the other half), gives us the inside scoop of how the pair created their dream company. Like all great American entrepreneurial stories, Chris and Keith’s plan started out small (they sold their first design, disposable coasters, off the back of a bicycle in SoHo) and hit a lot of bumps along the way (the coasters didn’t sell well, people thought they were bathroom tiles).

fred flare has since evolved into a collage of all things cute and cool–toys and stationary, interviews with up and coming designers and musicians, travel guides to iconic and kitschy locales–glued together by the founders’ enthusiasm, hard work and and eye for fun. Ready to get inspired? Read on to find out how Chris Bick and Keith Carollo created their dream company, and how you can, too!

Viva la American dream!

Conception

1) How did you come up with the idea to start your own home decor and accessories line?
When Keith and I moved to NYC from Chi-town we were blown away by all the shopping here. We wanted a piece of the action so we started with a line of stationery that we sold off the back of our Pee-Wee Herman bike in SoHo.

2) Why did you want to start your own home decor and accessories line?
I think because both Keith and I had an entrepreneurial background. Both of our parents owned their own businesses so it was in our blood. Keith’s parents were clowns and mine owned a carnival… The apples didn’t fall too far from the trees.

3) What worried you about starting your own home decor and accessories line?
We were always worried about paying our bills, about how many items to make, how much to charge for them, how to ship them, how to approach stores to buy them… Yup, we pretty much didn’t know what we were doing back then and I kinda worried about it all. But I think Keith worried most about the money. One time he had to go into our piggy bank to pay the bills. Thank god those days are over.

4) What excited you about starting your own home decor and accessories line?
The most exciting thing was when we first saw our products in stores that we loved. OMG, and when we got our first magazine mention… It was in Harper’s Bazaar and Madonna was on the cover. I literally ran down the street screaming. Good times.

5) Were there people who thought your idea was crazy?
Mostly people didn’t understand what the hull we were doing. Our first product was a pad of disposable drink coasters and people thought they were bathroom tiles. It really was the first time anyone thought of stationery as a designed item… So, not too many people knew what to do with us. I don’t think that collection sold very well, but you gotta give us an “A” for enthusiasm.

6) Were there people who thought your idea was brilliant?
By the time the company was about 2 years old there were suddenly these copy cat companies emerging that had big budgets behind them. It was like instant competition… So yeah, I think the big companies were looking at us as trend setting and wanted a piece of that.

7) Was there a specific moment when you thought “Yes, we are going to do this!”?
I would say it was in year 2000 when French megastore colette placed an order with us. It was the coolest store on the planet back then, a moment of validation for us. We still had to work our azzes off though.

Implementation

1) Was it hard or easy to start your own home decor and accessories line?
OMG, it was hard, super hard and still is. But ever since we stared fred flare, both Keith and I agree, we never again experienced that Sunday dread that you have knowing you have to go to your 9-5 on Monday. We love it!

2) How long did it take from conception of this idea to actually selling your first product?
Well, the name fred flare was kinda buzzing around our brains back in Chicago in 1996. Keith came up with the idea of our first product probably in the winter of 1997 and was selling it by the summer of 1998. So, it took about 2 years in the primordial ooze before we crawled ashore!

3) Has fred flare changed a lot from your initial concept?
Seriously, fred changes more that a woman changes her mind. It is retail after all. We started by selling subtle “Martha” style, high concept stationery to other stores. Then we morphed into kawaii, Japan superpop. Then we went online and started retailing direct to customers. Then we had to hire employees, then they started quitting, so we had to learn how to manage, inspire and develop people. Then we dropped wholesale. Then the website exploded, then we stared a podcast and a blog and now we’re gonna open our first door store. I think it’s all the changes that keep us (and the customer) interested!
Ch-ch-changes…

4) What is your funniest memory of starting fred flare?
The funniest memory, which wasn’t fun in the moment, was when we used to have all our boxes delivered to this local mailboxes place. We’d load up our collapsible dolly (her name was Carrie-Anne) and cart these giant boxes down Bleeker Street in NYC’s West Village. Then up our 4 flights of stairs and into our 20 foot long hallway. Then back for more. The boxes were piled so high that you had to walk sideways to get out of our apartment. It was HI-larious. Our cat Lucy loved it. It was like her Kitty Castle.

5) What is your favorite memory of starting fred flare?
My fave memory was how supportive our friends and family were (are). Our very first Holiday in 1998, a bunch of our friends came over to help us package all the products in our tiny kitchen. It was a packaging party. Keith’s mom and her boyfriend Earl even helped us out. They’re really good at the little details. It really was such Ma & Pa operation back then.

Reflection

1) What is the most fun thing about running fred flare?
The most fun really is just being able to do what we love. It’s a lot of hard work but it’s totes my dream job. Whatever we want it to be, it totally can be that. If we wanna sell ice cream, we’ll sell ice cream. If we want to turn it into a carnival… Ferris Wheels it is. No matter what’s happening, it always has this blank canvas quality.

2) Would you do it again?
Yes, one million times over again! But only if Keith would do it with me too. I’d never do it alone.

3) What is the biggest lesson starting fred flare has taught you about life?
Running your own business has this way of showing you the areas in your life that you struggle with and if you don’t deal with them, they’re gonna keep coming up again and again until you work that shizz out! Fred’s like the toughest most determined shrink you could ever imagine.

Advice

1) What is your advice to someone out there thinking of starting their own home decor and accessories line?
Do you what you love and expect to work non-stop for years with no one even noticing. Don’t forget, No Doubt was a 10 year overnight success. Also, if there’s anyway you can work with someone who loves and believes in the same things you do… Then partner up!

2) What book would you recommend to someone inspired by your story?
“The Tipping Point: How Little Things Can Make a Big Difference” changed our lives.