Today we’d like to introduce you to Katelyn Zamora.
Hi Katelyn, we’d love for you to start by introducing yourself.
The basket business started as Joanna’s Collections in 1991. My mom’s love for the craft turned hobby, turned profitable business. 32 years later, the business is still thriving, but it looks a little different as my brother, Jesse Schutt, and I look forward to the future and where we want to take this thing. We opted to rebrand as Jo & Co. Reedworks – short for “Joanna and Company”.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
I don’t think anyone expected Joanna’s Collections to turn from hobby to a self-supporting income for a family of 10. It was a LOT of work. My mom homeschooled, part timed and ran the business from the basement shop. I remember sitting at the kitchen counter doing my math lesson and being “thwapped” with a reed lasher as mom wove across from me. The kitchen sink was either filled with clean dishes or rattan reed. Mom was always busy. Even to this day, a craftsman has to craft. She can’t keep still. And I appreciate how she turned that into something so meaningful for the entire family.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
As mentioned before, Joanna’s Collections has entered into a transitional time as Jesse and I take over the day-to-day operations as Jo & Co. Reedworks. We are focusing on the strong heritage and experience my mom has developed through the years. We grew up around basketry. I think I wove my first basket 20 years ago. Jesse is the same! At some point or another in our childhood, we were involved, whether that be as a fun craft, or a tag-along to mom’s teaching at school district community eds, even just watching as she wove. I think over 30 years, you learn a few things. And Joanna has taught us a so many of those things. And while we are still learning, I think we have a pretty solid foundation to move forward. Right now we are excited to be developing the product line to fit into modern homes. We offer custom baskets to fit unique spaces, ready-made baskets in over 40 different designs, and basketweaving kits for those who want to try their hand weaving themselves.
How do you define success?
Success isn’t so much the end result, in as much as it is the growing and progressing through it. It would be absurd to think that you know everything in your craft. But the process of learning and getting better at your craft is success. And when someone outside of your craft can recognize the care, intentionality and artistry in what we sell, that is another form of success.
Contact Info:
- Website: https://www.joandcoreedworks.com
- Instagram: https://www.instagram.com/joandcoreedworks
