New Jersey studio finds beauty in concrete

Concrete might conjure up images of sidewalks and building foundations for most people, but for Hoboken, N.J.-based Ivy Mane Studio, fluid cement is a perfect medium for creativity.

Concrete’s “endless possibilities” are the draw for Ivy Mane Studio’s owner, Rachel Ziegler. “Sure, concrete is used every day to make high-rise buildings,” she says. “But it can also make something as small, beautiful, and one-of-a-kind as flowerpots and serving trays.”

Ziegler opened her studio in the spring of 2020 as a creative outlet when her interior design studies at Kean University in Union, N.J., went virtual. Today, she sells planters, games, housewares, and other items online, and runs workshops out of her studio to share the art of concrete with the community.

Ivy Mane Studio was recently honored by Jersey Shops, a New Jersey Devils program presented by Citizens to spotlight New Jersey-based businesses making an impact on the community.

A life-long New Jersey resident and Devils fan, Ziegler recently talked with us about the importance of emphasizing your brand identity, keeping an eye on the competition, and knowing your community.

Tip: Showcase your brand identity

Ivy Mane began as a passion project for Ziegler until she realized it had the potential to become a real business and opened her first studio in 2020 with a focus on creating pots for plants.

“It seemed like a no-brainer, because so many people were focused on planting, both in pots in their homes and in their yards,” she says.

Today, Ivy Mane’s wares are sold online via her website, at her studio, and at markets and fairs in her community. Ziegler recently completed her interior design education and now plans to focus on expanding the business to include concrete furniture and kitchen items.

“There’s so much potential,” she says. “I’m so glad I had the confidence to bet on myself.”

Like many startup business owners, Ziegler turned to social media to build a company profile and raise her visibility with potential customers. Specifically, she posted on Instagram and used the customer connections she made with prospective buyers through the platform’s stories to build her business.

“Part of my appeal is that I show what happens behind the scenes to create my art,” she says. “It engages people and generates interest in my studio and my artistic output.”

Her approach helps her to stand out in the flood of posts on social media. It can be difficult to market online because of the volume of content, so she advises businesses to showcase their products and creative process.

“I am not just showing what I sell. I share how it is made, who is making it, and how it can be used,” she says. “This is my brand personality, and it helps me stand out.”

Creating reels on TikTok was also essential and tagging them with local hashtags, such as #hoboken, #thingstodoinhoboken, and #birthdayhoboken, is also an important part of her social strategy.

“Hashtags on TikTok help me reach a large number of people who never would have found me on Instagram,” she says.

Bottom line: Build a unique and engaging brand by highlighting more than just what you sell. Spotlight the “who” and “how” behind the “what” to differentiate your company from the competition.

Tip: Study other businesses

Ziegler faced a steep learning curve when she started Ivy Mane, but research helped her quickly absorb some important basics of a mail-order business, including how to choose the best packing material and shipping platform.

She tried traditional plastic bubble wrap for packaging first and quickly realized that it was neither eco-friendly nor secure enough for her concrete pieces. After learning about the best practices in her industry, she now uses recyclable packing materials such as paper bubble cushioning wrap, which holds up better under the weight of her pieces.

For shipping, she looked to price comparison websites to research the most economical and efficient shipping options for the type and weight of items Ivy Mane offers. This is especially important for the wholesale side of her business, which requires her to ship regularly to California and Oregon.

Before starting her own website, Ziegler sold on Etsy and carefully studied how artists offering similar items were pricing their art. She arrived at the right price for her work by taking into account her time, material costs, and other variables to find a fair price for the studio and the customer.

“This research taught me about the market, so that I could find my place in it,” she says. “It gave me confidence that what I was offering was right for me and my customers.”

Bottom line: Research how other companies have solved the business problems you face. Understanding industry practices may help you to refine production, pricing, positioning, and other important aspects of your business.

Tip: Connect with the community

In 2023, Ziegler started looking for a larger studio space to expand the business and establish her in a vibrant area with customers who would be interested in her in-person workshops.

“People were craving in-person experiences after the pandemic, and I wanted to make a connection with my local community,” she says. “Hoboken was perfect to nurture that aspect of Ivy Mane and supplement my online business.”

In-studio workshops provided a way for Ziegler to spotlight the unique aspects of concrete and show people how her art is created. The classes are fun for both established artists and first timers.

“It’s pretty simple once you know what you’re doing — because we use a mold, there’s no steep learning curve compared to something like throwing a pot on a wheel,” she says. “It’s very inclusive — people can just relax and have fun.”

Six to 12 guests can participate in the workshops at a time and pour and paint their own pots, trays, and other items. The pieces take several hours to set, so pickup is arranged after the event. Sometimes workshops are themed for holidays. A St. Patrick’s Day workshop, for example, offered guests a chance to paint trays with four-leaf clovers, playing cards, dice, and other designs.

“Anyone can be a maker for the day and create something beautiful and unique,” she says.

Another way Ivy Mane Studio connects to the community is The Giving Pot. Each holiday season Ziegler creates a small 3-inch pot design, and 100% of the proceeds from the pots go to purchase gifts for children in need in the community. The first year, she raised over $2,000 and was able to purchase clothing and toys for 16 children.

“The pots are sold online to people all over the country — it’s a wonderful way to get national support for a local fundraiser,” she says.

Bottom line: Look for ways to create experiences with your community, give back, and boost your business’s reach. Identify an aspect of your business that can serve as a launchpad for giving back and engaging customers so that they feel connected to your company.

Do you need guidance on your small business journey? Schedule an appointment with Citizens to receive personalized assistance for your business.