Life & Business

Answering The Door When Opportunity Knocks with Arianne Foulks

by Sabrina Smelko


Many people see successful business owners as people who got lucky, but if I’ve learned anything from this column and the book Outliers, it’s that, sure, luck can happen. But those people who know how to take advantage of that luck — creating and seizing opportunity after opportunity — are the ones who become success stories.

For Arianne Foulks, what started as a hobby of creating zines and designing websites for pals came at just the time when those things became popular and desired in society in the late 90s. And seize that timely opportunity, she did! Arianne may not have known exactly how to implement money transactions into an online website at the time, but she knew enough to build on, and year after year, she accepted every challenge she could get her hands on, learning as she grew.

Today, Arianne continues to help creative businesses set up their online shops through Aeolidia (which her company jokes is Latin for “awesome”), a one-stop shop for all your brand’s needs, from logo and brand identity, to web design and development, to helping you through the steps that come next. Please join me in welcoming Arianne aboard to share about learning how to recognize an opportunity when you see one, being a problem-solver, and navigating changes to your business. –Sabrina

Photography by Jen Lacey

Why did you decide to start your own business, versus work for someone else?

In high school, I started writing and glue-sticking a zine called Kickstand. I covered wide-ranging topics from “Taste Test of Red Drinks” to “Ants! Ants! Ants! A Tale of Spine Tingling Horror.”

When I got to college, I met my husband Chris, who runs a record label. I also had a lot of connections in the music world from running my zine. It was the late 90s, and everyone wanted a website! I began helping our friends create sites for their bands and record labels.

So, I didn’t have a grand plan at the start! It was just a hobby that would soon become something more.

The tipping point happened when a friend with an actual moneymaking business asked me to help make her ecommerce shop pretty. I knew nothing about ecommerce (and it barely existed for small businesses at that point), but dove right in and started figuring it out. The project went well and she introduced me to her entrepreneurial friends. When I started helping craft businesses with their sites, my work became an investment for my clients and it began to seem like something that could become my job.


Can you remember when you first learned about your field of work? How did you discover what it was, and how did you know it was what you wanted to do?

Oh yes! Computer lab, UC Santa Cruz. Due to overcrowding in the dorms, I was given not one, but three roommates in a room that used to be a lounge. There was not a lot of quiet time to be had with all four of us in one small room (and the occasional unwelcome “beer bong” party), so I found myself spending a lot of time in the computer labs around campus.

I started off with my very own Geocities website for my zine. Geocities was one of the first ways to have a personal website, and the default site style was a crazy, ugly mess. I wanted my site to look like my zine, so I learned to use the scanners and get my favorite 50s clip art up on my site. I redesigned that website very regularly.

This was in the very early days of the web: anyone who knew how to make a site was automatically an expert. Chris worked for the city of Santa Cruz, and his boss hired us to redesign the city’s waste management site. They paid us $1,000, and we felt like kings!

What was the best piece of business advice you were given when you were starting off?

I didn’t get much business advice at the start, though I have spent years reading anything that might make me better at what I do. I blazed my own trail, not knowing anyone who had a service-based business. Instead of looking for help from peers or mentors, I gleaned what I needed to know from my clients’ feedback and frustrations.

I am a born problem-solver, which makes my business a joy to me. There are always problems to solve. We like to solve clients’ problems with our work, but my favorite are Aeolidia’s own problems. I take every bit of feedback I get and consider whether there is any improvement I can make to our process based on it. If a current client tells me something that will make things smoother and easier for my next client, that is gold, and I always act on it.


What was the most difficult part of starting your business?

When I started Aeolidia in 2004, the tools I use now didn’t exist. Project management was a big hurdle. When things got busy with multiple projects, it was a lot to juggle, and I kept most of it in my head. I’m thankful for the tools and software we use now, which allow us to keep on top of dozens of projects without missing a beat.

Can you name the biggest lesson you’ve learned in running a business?

Success for a client-based business all boils down to communication. This is particularly true when you work remotely, like my team and I do. There are 15 Aeolidians right now, many clients, and each project tends to have at least four people on it. That is a lot of people, mostly communicating over the Internet. There are a lot of opportunities to miscommunicate!

I spend much of my time making it easier for our clients to share what they need and easier for my team to share their process and ideas.

People come to Aeolidia because of our unique voice and viewpoint, and it’s important that everyone who works for me shares this viewpoint and is able to communicate it effectively. I’m glad to say that our tight team right now are completely behind the Aeolidia mission of transforming little businesses into “big little” businesses, and that’s showing in all the work we’ve done recently.


Photo above: Little Fairy Door 

Can you name a moment of failure in your business experiences that you learned from or that helped you improve your business or the way you work?

We have had some big shifts over the years as our skills and experience have grown, and whenever we’ve upped our game, I’ve felt concerned about leaving our old market and entering into a new one. Aeolidia began a year before Etsy did, and the crafters that Etsy catered to were our original clients: people with a hobby that they were interested in turning into a business. Over time, our work got so detailed, time-consuming, and valuable that we weren’t able to keep the low prices we started out with, and our client base began to change.

Leaving our beloved beginner crafters was scary and a bit sad. These were the people that I felt comfortable with and I was still such a champion of their businesses! It felt weird that our work no longer fit their budget.

I just hate turning away a feisty business that I admire, so for many years, we tried to find ways to accommodate everyone. We would try to work within a client’s budget by doing less for them than they really needed. I was breaking all my own rules about never cutting corners on a project.

Sadly, we found that in trying to please everyone we weren’t pleasing anyone. By investing less than we normally would in a project, we weren’t meeting our clients’ expectations. Clients started getting upset and my team was beginning to feel burnt out.

We were diluting our brand trying to cater to everyone. I knew something had to change. I had to get realistic about where our area of expertise was: helping businesses at the tipping point who need a push away from their DIY efforts and over to where they can make much bigger sales.

This is such rewarding work for us, because it’s a partnership. Our clients have used their strengths and skills to create a great product and grow a loyal following. We can then use our strengths and skills to push them past whatever has been holding them back. After working with us, our clients are ready for whatever opportunities knock at their door.

Instead of trying to have something for everyone, we’re now focusing on being everything to someone.


If you were magically given three more hours per day, what would you do with them?

Take a pottery class! For sure. My phone is going to buzz me to remind me about this in spring, when I think I’ll have a bit more free time. I may just do it without those extra hours. I’ve been watching potters throw clay on a wheel in little videos on Instagram, and it’s so mesmerizing. I need to get my hands into some clay.

What has been the biggest sacrifice you’ve made in starting your business?

Like every business owner, I’ve sacrificed weekends and time with my family and feelings of security and stability – even my health. I spent two months between project managers once, juggling everything myself, and tooth sensitivity showed me I’d been clenching my jaw at night. Luckily, every sacrifice I’ve chosen to make has been for a good reason and has been manageable.

Talking about business sacrifices feels like talking about parenting sacrifices. Counting sacrifices is kind of beside the point, right? Of course it is hard and scary and challenging to do either thing, but it’s also impossible to imagine life without your business once it’s become your lifestyle.

Can you name your greatest success (or something you’re most proud of) in your business experiences?

Aeolidia’s greatest success is when the collaboration between our client and our team exceeds the goals and objectives we all had at the start of the project. We have launched some brands that we are especially proud of. It’s such a pleasure to have given them that kickstart and then to sit back and watch them rocket towards their own success.

Rifle Paper Co., who didn’t have a site. Now they have a breathtakingly huge list of stockists. Emily McDowell, who started small and now is in the national news and has her own warehouse. June & January, who went from DIY to 3x as many wholesale requests on launching the new brand.

Having our greatest success being our clients’ great success is the virtuous cycle that keeps us in business after a decade.


What business books/resources (if any) would you recommend to someone starting a creative business of their own?

If you’re at all like me, and you’re always following new ideas and plans and projects down their various bunny trails, you’ll find The ONE Thing a truly helpful and motivating book as far as focusing your days, weeks, months and years to only pursuing the thing that’s going to make everything else easier or unnecessary.

Has failing at something or quitting ever led to success for you? Walk us through that.

I never consider anything a failure. There’s always progress gained, and things that don’t go as planned are usually a learning experience. Of course, hindsight is 20/20 and it’s easy to look back and wish you had done something differently. I like to give myself credit for doing the best I could with the information that I had at the time, even if the outcome isn’t ideal.

This is probably the crazy mindset that makes starting your own business seem like a good idea, and I think it’s something a lot of us biz owners have in common!

In your opinion, what are the top three things someone should consider before starting their own business?

You want to be prepared by understanding the core values of your business:

1. Why do you want to start a business? If you don’t have a compelling reason for starting your business, you’re going to have a hard time convincing people to be interested.

2. What is truly unique about what you do, and how are you telling your story? It really is all about the story, and I break this down in detail here: Make Magic For Your Biz With a Strong Brand Story

3. Finally, what goals and ambitions will keep you excited about your business? Don’t fool yourself into thinking it’s going to be easy (at least not at first)! You’ll work more than you ever have before, and to keep your heart in it, you need ambitions. As you meet them, you can expand them, and keep your job interesting.

What’s the first app, website or thing you open/do in the morning?

My email. I don’t tend to answer it first thing, but I like to see who we’re talking to and whether any interesting opportunities have come up. On the best of days, I jump right into WordPress and knock out a blog post, but that’s only when I’m at the top of my game. Of course, all this comes after scooting my boys (kindergartener and second grader) out the door with breakfast in their tummies and lunch in their backpacks.

What’s the hardest thing about being your own boss that isn’t obvious?

To be successful you often have to push yourself to do things you would never have thought you wanted to do when you signed up for the job. For me, this ranges from bad-feeling things like letting an employee go who I personally like but isn’t the right fit, to good-feeling things, like mustering the bravery to speak or teach at an event.

Thank you, readers, for taking a moment to peek into what I do. I’d like to offer you my support and insight to grow a successful business you can be proud of. Thousands of creative business owners are members of Aeolidia’s club — please join us for free by signing up here. You’ll get the tools and info you need to learn how and where to promote and sell your products. You will also get instant members-only access to a treasure trove of guides for making more profit and growing your business to meet your own definition of success. —Arianne

Suggested For You


  • Arianne is such a talent and has built a great community! I think its so interesting to see how the roots of these creative business ideas trace back to such early ages.

  • I’m such a big fan of your work Arianne and always read your newsletter. Really looking forward to seeing the outcome of your latest experiment starting a store! I know that you’ll have lots of great insight for your readers!

  • Arianne is everything that’s good about modern business. She’s generous with her knowledge and experience, she’s honest about what it takes to make things work, she has a wonderful sense of humor and she’s a great mom on top of everything else!
    There is no one who makes as big a difference to small businesses ready to take the leap as Aeolidia does.

  • I am one of Ariannes troop of designers. She scooped me out of a hellhole studio and made me believe in myself again. Since working for and with her, I have gone from a somewhat talented web designer to a confident illustrator, graphic / print and web designer with some of the coolest projects under my belt. I have created works for clients I would never have thought possible of my own skill. She believes in her workers, she supports and encourages us. She genuinely loves our clients and I wouldn’t work for any other studio!

  • I love Arianne & Aeolidia! Loved learning more about her story. I am a member of Aeolidia’s club and I can’t tell you how resourceful it is–anyone considering joining definitely should. I’m looking forward to hiring Aeolidia one day for my business!

  • Arianne and her Aeolida team have taught me so much. And she has not left her ‘crafters’ behind, between her ever insightful blog and the help she gives us all in her FB group, she keeps giving to everyone who has a creative business big or small.

  • As a fan girl of Arianne, I loved reading that it was a challenge for her to up prices. That being said she gives SO much valuable content away through her blog and Facebook group I feel I can store it away for future use!

    This was a great read!

  • I worked with Arianne and her team about 2 years ago to move my business from step one to step two and it was fantastic…so organized, so able to ask the right questions, keen insights, clever ideas and on time delivery. And the final product gets rave reviews from everyone. My online business has more than quadrupled over the last 2 years! Thank you Arianne for all you do to help small business owners get better at what they do…

  • I really loved this post! I’ve been an Aeolidia fan for years so it was neat to see a peek behind the brand. Thanks!

  • Thank you for this interview Design Sponge! I’ve been soaking up the Aeolidia newsletter for several months now and it’s nice to get to better know Arianne and see what her beginning looked like. Similar to what some of the other commenters have said, I too am looking forward to the day when I’ll be an Aeolidia customer, launching my first product designs.