I very much believe in destiny. I believe in fate. I believe in being in the right place at the right time. Alexandra Tavel, 33, was certainly in the right place at the right time when she decided to launch her widely successful knitwear business, Two of Wands. I love hearing the stories of small business owners who are so extremely passionate about what they do. I love Alexi’s story and I think you will, too. Keep on reading for what she loves most about running her own company, what inspires her, her favorite place she’s ever traveled, and how Mount Kilimanjaro was the catalyst for her thriving business.
When did you launch Two of Wands and what inspired you to do so?
In 2013 I climbed to the top of Mount Kilimanjaro, and when I reached the other side I met a woman who offered to read my tarot cards. The Two of Wands was drawn and my future was set in motion. This card is focused on taking the path of discovery and creativity, taking your ideas and desires and turning them into a solid plan for success. It is about stepping into that scary but exciting unknown and believing that you have the potential to shine. The name represents energy, spirituality, inspiration, creativity, ambition and expansion. I had been considering starting some sort of creative business for many years and this really pushed me into finally doing it. When I quit my day job to focus on the new venture it was fall and I was knitting a bunch of holiday gifts and decided to put a few up on Etsy. I was lucky enough to be successful right away and it’s just grown from there.
Who is the Two of Wands customer?
Hailing from a small town in the Midwest taught me the importance of making functional pieces that are approachable and not too out there, but living in NYC for over a decade and traveling around the world gives me great inspiration to design unique and stylish items at the same time. My style is chic but playful, and because as a consumer I tend to shop and wear so many different styles, my designs also have influence from many different directions. I strive to design unique pieces with simple but unexpected details. I think I have two distinct customers – those who purchase my finished pieces are conscious shoppers who understand and appreciate the beauty of a handmade item; those who purchase my patterns are modern creatives who want to experience the magic of making something with their own two hands.
What is your favorite part about running your own company? Most rewarding? Most challenging?
Waking up every morning excited to dive into my current project rather than dreading showing up for someone else is hands down the best part about running my own company. When you have total ownership over what you do it makes being motivated and ambitious part of your daily routine. The most rewarding thing for me is to see people using my patterns to create beautiful pieces they are going to cherish for a lifetime. The most challenging thing is just not having enough hours in the day to accomplish everything I want to do. Knitting and crocheting are slow arts and I never seem to be able to do anything as fast as I hope.
What’s your favorite piece you’ve ever created and why?
The Armor Scarf was one of the first things I ever designed and to this day it’s still one of my favorites. I think it has sentimental value since it was one of my first pieces, but I also think it’s unique and timeless and I have fun reinventing it. A couple years after I first designed it I translated it into a crochet design as well, and this year I’m offering it in a multi-color version that is a little more artful than the solid piece.
Walk us thru a day in your life.
I usually wake up around 7 or 8am depending on what time I went to sleep the night before. The first thing I do is make coffee and check my emails. I have a lot of international customers so emails, orders, and pattern inquiries come in at all hours of the night and I usually need to spend an hour or two sifting through those before I can dig into my to-do lists. Speaking of lists, I have stacks of them. I’m big on making lists because my brain is constantly spitting out new ideas and if I don’t write them down I am afraid I won’t be able to tap into them again. Being a one woman show requires that I wear a lot of hats – designer, customer service, accountant, editor, web designer, social media expert, producer, photographer, pattern writer, etc so I have a list for every little aspect of the company. Once I’ve done a bit of admin work I devote the majority of the day to either working on orders, designing new pieces, or pattern writing and listing new pieces on one of the seven different platforms I use to sell my designs. Sometimes I work from home and sometimes I work from my art studio in Brooklyn. I love to cook so most nights I will spend an hour or two in the kitchen making dinner, then the rest of the night is spent working from home again on either the computer or with my yarn. I typically go to bed between midnight and 3am.
What advice would you give someone wanting to start their own company?
Do your research and find out who your competition is, but define what makes you unique and go for it. Don’t get stuck in paralysis by analysis.
What inspires you?
I’m so lucky to have been able to travel all over the world, and I always draw inspiration from the different countries I’ve visited and the local artisans who create such unique pieces in their communities. The focus of Two of Wands is sophisticated knitwear made with simple stitches and techniques, with inspiration coming from the world around us – nature, history, culture, trends, and function. My design process starts with a feeling – a moment in time that I want to capture with a garment or accessory.
What motto/quote do you always try to live by?
Be kind and work hard at finding happiness.
I know you’ve traveled a lot – what is your absolute favorite place you’ve ever been and why?
Tulum, Mexico. There is magic in the air there. It’s a haven for artisans and international travelers and the aura of the place mixed with the caliber of inspiring people there is truly unique.
Where is one place you haven’t been, but have been dying to go?
India! I’m totally enamored by it and have been wanting to go for years and years. Someday 🙂
Thanks, Alexi!
Follow Two of Wands on Facebook, Instagram, and Twitter.
See past interviews here.
If you or someone you know might be a good fit for this series, reach out to me. I’d love to hear from you!