Today we’d like to introduce you to Serena Johnson.
Hi Serena, can you start by introducing yourself? We’d love to learn more about how you got to where you are today.
As Colorado natives, my husband Patrick and I are both uniquely creative individuals with strong art backgrounds.
Patrick is an Air Force veteran and used to be a military contractor overseas for over 15 years. During this time, he cultivated his true passion by achieving a graphic design degree along with experience in product design, custom-printed clothing, and logos. I have an interior design degree with 14 years of experience in the commercial industry, and 4 years of experience as a cosmetologist. I love anything art and am a major fashionista. You’ll typically find me in an outfit that’s planned out to a T, with matching shoes, purse, jewelry, scarf, and coat… you name it, I’ve got it.
Shortly after we married in 2017, we conceptualized ideas on how we could earn other streams of income on the side while utilizing our talents. My husband created Honu Highway (a beach-themed apparel brand inspired by Hawaiian sea turtles) and I created Boxxi Boutique (an Etsy shop centered around upcycled jewelry boxes and handmade jewelry). I quickly found out that upcycling was not a sustainable way to make money nor the best use of my time, and rising shipping costs prevented me from making a profit. Because of this, I set Boxxi Boutique aside, and during that time we decided to move to Florida!
We initially moved to Navarre, FL in 2020 then things quickly fell apart. Covid happened and I found out I had early-stage breast cancer with the BRCA gene at 35 years old. I discovered the lump by accident and it was the same day my husband left for a 4 month’s deployment in Iraq. I had to go through a lot of it on my own but the experience strengthened my faith and I am now cancer free with a long, happy, healthy life ahead! This caused us to rethink a lot of things which redetermined where we wanted to go. We missed the city (we previously lived in Denver) and concluded that Tampa would be an ideal place for better healthcare, the beach, and city life.
We moved at the beginning of 2022 and bought a home in Clearwater, 3 miles from the beach. We absolutely love it here and are now refocused on where we want to place our energy. Boxxi Boutique is the perfect foundation we want to build. Our market is custom printed designs and apparel; including niches like pets, holidays, special events, and various trending topics.
My husband still manages Honu Highway as a specialty e-commerce store and we are actively building Boxxi Boutique together while having a ton of fun doing it. We’ve been able to express ourselves through the designs we create while learning market trends, social media outlets, and Etsy’s platform. We’re looking forward to this venture and sharing creativity as well as our story with others. Dream Team 2023!
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
There have definitely been trials and errors. With any type of growth, it’s to be expected, but it can be challenging at times to remind yourself of that when things aren’t going your way.
We still have a long way to go but we’ve found that patience and persistence are key. There have been designs that we think will be a huge success but they aren’t, or vice versa.
Managing multiple social media accounts, while consistently putting out new designs has been a bit overwhelming as well. Once things were set up properly, it got a little easier, but then we’ll learn something else and have to reevaluate our process again. Since technology and e-commerce are constantly evolving, we have to make it a point to stay engaged with what’s new.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I specialize in charcoal drawings, painting, woodworking, makeup artistry, hair, jewelry making, and fashion.
What sets me apart from others is transferring my skills as an interior designer into other forms of art. By implementing elements and principles of design, I can approach almost anything I put my hands on to create a beautiful piece that’s pleasing to the eye. I have the ability to draw out emotion through a simple painting, or style a bold outfit while keeping it appropriate for the occasion. I love using juxtaposition in my artwork to establish stark contrast while expressing balance and harmony. It’s invigorating!
We’d love to hear about any fond memories you have from when you were growing up.
There are too many to count!
One of my favorite memories was sneaking out of the house in the middle of the night during the summertime to meet my friends at the park and wander around the neighborhood. Between the adrenaline rush and warm summer breeze, it was so freeing!
Contact Info:
- Website: https://www.etsy.com/shop/BoxxiBoutique
- Instagram: https://instagram.com/boxxiboutique
- Facebook: https://www.facebook.com/boxxiboutique
- Linkedin: https://www.linkedin.com/in/serenameeker
