Life & Work with Danika Peterson of Durham

Today we’d like to introduce you to Danika Peterson.

Hi Danika, so excited to have you with us today. What can you tell us about your story?
I used to teach English and drama to some of the most creative and hilarious high school students in inner-city Minneapolis. Then we moved to North Carolina when I was pregnant with our second child, and I decided to be a stay-at-home mom. After our son was born, we felt called to become foster parents. During our first placement, while also battling chronic migraines, I realized I craved a creative outlet. I started making wreaths for my home. Family and friends began putting in personal requests. They encouraged me to make and sell them, so I started my Etsy journey in October 2018. A few months later, I transitioned from wreaths to yarn tapestries. During the pandemic, my shop- Ginger Rustic Creations- took off. Everyone was stuck at home and itching to decorate the homes they were trapped in. I felt so grateful to have this outlet for creating unique pieces for homes throughout the country during such a tough time.

I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been fairly smooth?
One of my biggest struggles has been learning to get my tapestries in front of my ideal customers. I started off doing craft shows & markets, but I quickly knew that the prep work and long hours were not sustainable for our family. So I plunged headfirst into learning Etsy–what SEO (Search Engine Optimization) is, how the algorithms work, and how to take quality pictures. It’s been challenging to figure out since so much of what’s needed for sale conversions is always changing. I would much rather be cutting yarn and designing pieces all day instead of researching SEO and keyword phrases, but both are necessary!

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I specialize in yarn tapestries. They come in various sizes: my smallest pieces are 16” wide, and my largest is 70” wide. I love to blend unique colors, textures, and shapes. I often get asked to create custom pieces, which I love to do! It’s fun bringing a customer’s idea into reality. One new offering in the shop is the option to personalize any macrame wall hanging with a name–this is a popular option for nurseries, baby shower gifts, or college dorm rooms. I also make macrame keychains and have started a line of state keychains. These keychains are macrame with a little state wooden cut-out!

What sets me apart? The boho style. My prices. The unique designs and personalization options. And that I will work tirelessly with my customers to provide custom pieces they will be proud to hang on their walls.

Can you talk to us about how you think about risk?
I would not describe myself as a risk-taker by nature. If you’re familiar with the enneagram, I am a 6, which means I value safety and security. But I think risk-taking is important, especially when starting your own small business. It feels risky and vulnerable to put your creations before a large audience, but without that risk, there’s no reward. And the reward for me is getting more and more opportunities to create art!

Pricing:

• Average 36″ Yarn Tapestry: $65
• Average 48″ Yarn Tapestry: $85
• Average 70″ Yarn Tapestry: $130
• Name Personalization: $10 extra
• State Keychains: $16

Contact Info:

• Website: https://www.etsy.com/shop/GingerRusticCreation
• Instagram: www.instragram.com/gingerrusticcreations
• Facebook:  https://m.facebook.com/gingerrustic

Image Credits
Danika Peterson