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This is a show for burnt-out fashion designers (and TDs, PDs, patternmakers and beyond) who want more flexibility while still doing work they love. As a freelance fashion designer, you can build your fashion career on your own terms. Freelancing in fashion is the only way to get freedom in your day (instead of being tied to a desk). Whether you want to earn extra money on the side, fund your fashion brand, or replace your salary, the FDGP podcast will help you get there. Listen in for actionable tips and strategies to kickstart or grow your career as a freelance fashion designer, build your confidence, and create the life you want. Hosted by $100k+ fashion freelancer Sew Heidi, the show features interviews and strategy sessions with successful freelance fashion designers from around the world who've ditched toxic fashion jobs and taken control of their own destinies. This is the only place to get REAL insights from REAL freelancers who have built REAL careers on their own terms. (Formerly the Successful Fashion Freelancer podcast.)
Heidi [00:00:00]:
How do most freelancers get more clients? The truth is that freelancing is ultimately a relationship game. And when you're first getting started in building those relationships, you can implement a lot of other strategies to proactively find work. Everyone starts somewhere and you can kick off without a network or any industry connections. But at the end of the day, freelancing in fashion is about who you know and how you maintain those relationships. And that is exactly how Anna Guerrero quickly got 3 new clients. They were all from industry connections, specifically from other freelancers. Anna is a fast grad, and I recently worked with her inside my 1 on 1 coaching program to refine her niche, transition from hourly to project based pricing, and find more clients. She has done all of this, and we talk about the strategy behind it.
Heidi [00:00:40]:
No matter where you're at in your freelance business, you will love this episode. By the way, yes, freelancing is a business, and Anna has some very specific thoughts about that, which she shares at the end. Let's get to it. I'm super excited to chat with you. Yeah. Me too. You emailed me some really exciting wins, and we're gonna talk about those. First, though, for some context, like, tell everybody who you are and what you do in fashion.
Heidi [00:01:12]:
I love your niche so much. Let's turn out on this for a minute.
Anna Guerrero [00:01:15]:
Yeah. Totally. So my name is Anna and I'm a freelance powder maker and tech designer specializing in children's wear to help small mommy and me brands decrease returns by creating great fitting garments and reduce cost and development of production while staying on top of children's wear regulations.
Heidi [00:01:34]:
Yes. So amazing. And how long have you been how long have you been doing powder making?
Anna Guerrero [00:01:43]:
It's gonna be 9 years this year. Yeah, just about 9 years. Yeah. So I've been I've been doing powder making for a while and I've been in the industry for since 2010. That's when I Okay.
Heidi [00:01:54]:
So you've been in for 14 years? Yeah. Yeah. Okay. And I forget, did you go to fashion school?
Anna Guerrero [00:02:01]:
Yes and no. Actually, so I got my bachelor's in, fine art and photography from UC Santa Cruz, but they didn't have any fashion courses there. So, so when I came back home, I started taking classes at various community colleges in fashion, and so that's kinda how I I got involved into in fashion. Okay. What kind of
Heidi [00:02:23]:
classes were you taking? So I
Anna Guerrero [00:02:25]:
think the first kind first couple classes I took were, like, fashion illustration, and that was, like, hand drawing. It wasn't, like, on illustrator. Yeah. And I think I took, a sewing class. Like, it was, like, an intermediate sewing class because I'm self taught in sewing, and I had never really, like, taken a class. And so I decided to just, like, take a class and then from there, like, I think I took, like, pattern making and I took, what other classes did I take? Like, I kept going back and forth. It's it's it's all a blur
Heidi [00:02:54]:
to me now. Yeah. 14
Anna Guerrero [00:02:56]:
years ago. Yeah. Yeah. But, yeah, I've taken pretty much, like, enough classes to probably qualify for, like, an AA in fashion. I just never really actually went back to get the certificate. Yeah.
Heidi [00:03:08]:
And then how did you, like, first break into the industry? So,
Anna Guerrero [00:03:13]:
so like I said, I, I studied photography, and I tried looking for jobs when I came back, and I had no luck at all. And so I, I was a I I actually managed to get a job with a, company that takes photographs for for for kids, for, like, school children. And so then I, like, I decided that was not really for me. Like, and so, so I just started applying randomly. I think it was on on Craigslist probably where I applied to this one internship, and, and it was supposed to I think it was supposed to only be, like, an internship for, like, a specific project, but there was, like, a little bit of, like, miscommunication. And so, so I showed up, like, the next Monday, and the owner, like, she came in and she's like, oh, like, you're here.
Heidi [00:04:09]:
And so Oh, like, Friday was supposed to have been your last day.
Anna Guerrero [00:04:11]:
Yeah. Yeah. So it was like I think it was supposed to actually be like a weekend thing. So I think I remember it started like on Thursday, Friday, and then I came in on a Saturday. I don't think I came in on Sunday. And so then I thought it was supposed to be, like, like, an ongoing internship. And so I showed up on Monday, and, like, the owner wasn't even there, but her, her and her husband, like, they both worked out of the same office, and so he let me in, and so I just went and, like, just kind of sat at the desk where I was working at for the project, and just kinda waiting to see what was, you know, what was gonna happen and then she shows up and she's like, oh, you're here. Yeah.
Anna Guerrero [00:04:46]:
And so then from then on, like, I basically just, like, like, stayed and and, and, like, helped her out with, like, different things.
Heidi [00:04:54]:
Okay. It
Anna Guerrero [00:04:55]:
was yeah. It was mostly, like, we didn't really get to do any, like, actual product development, like, any like, we never went to go we never went through production at that job. But it was a lot of, like, sample development for, like, events and runway shows. And so I was helping kind of coordinate with, like, the, like, smaller factories to get samples made and stuff. So Okay. Yeah.
Heidi [00:05:21]:
And so did it turn into a paid opportunity or do you just keep work was it still, like, just a free internship?
Anna Guerrero [00:05:26]:
Yeah. Eventually, it did turn into a paid opportunity. However, I ended up, and I didn't know this at the time. Right? Because I didn't, like, I didn't really know a whole lot of about anything. I was actually it turned out that I was actually permalancing while I was at that position.
Heidi [00:05:44]:
Oh, yeah.
Anna Guerrero [00:05:45]:
Yeah. Because I was getting paid, but I wasn't, like, getting any taxes taken out. And I didn't really know, like, anything about this until, like, at the end of the year. I got hit with a 10.99 and so yeah. So, because I was actually working, like, in house. Like, I would come in in house, and I was working, I would say maybe, like, about a good, like, 35 to 40 hours. So almost like a full time
Heidi [00:06:06]:
Okay.
Anna Guerrero [00:06:07]:
Thing.
Heidi [00:06:08]:
Okay.
Anna Guerrero [00:06:09]:
And so, yeah, I did that for about, like, 3 years or so. Okay. Just because I was happy to be in the industry that I just Yeah. You know, I just continued with it and then eventually I decided to go back to school, and that's when I started taking more classes.
Heidi [00:06:23]:
Okay.
Anna Guerrero [00:06:24]:
Yeah. So
Heidi [00:06:25]:
What inspired you to go back to school?
Anna Guerrero [00:06:29]:
So, actually, I worked with, interns from a local college, where I was working at, which was actually it was, like, maybe about a a good, like, hour away from where I was. So I was commuting there Okay. To the the internship position that that turned into a permanent job. So so then, we were working with, like, interns from a college that was nearby, and so they were telling me that there was, like, fashion classes there. And so I was like, oh, wait. What? And so I ended up, like, looking more into it, and then I started taking classes there. And so so I just wanted to learn, pattern making. Yeah.
Anna Guerrero [00:07:09]:
And so that's kinda why I went back and, like, took more classes, like, took pattern making classes, and then, like, that's when I, I also started learning about, digital pattern making. I took a class in Gerber, at an another college. This is another college in LA, LA Trade Tech. And so, yeah, I was just kinda, like, taking as many classes as I could and just, like, wanting to learn. And, yeah, like, that's kinda when I I wanted to, like, shift into go like, going into pattern making. Okay. And so, yeah, that's kinda how I I got started. Okay.
Anna Guerrero [00:07:46]:
And then
Heidi [00:07:46]:
you, I know that you've freelanced for a while. When did you start freelancing? So I started freelancing.
Anna Guerrero [00:07:55]:
Yeah true freelancing in 2019 at the beginning of yeah. 2019. February 2019. Okay.
Heidi [00:08:01]:
So and what inspired you to make that shift from like were you working full time like as an employee in house? Yeah. Okay. Yeah.
Anna Guerrero [00:08:08]:
So
Heidi [00:08:08]:
And then what inspired you? Yeah.
Anna Guerrero [00:08:10]:
So I was working, for a company called Pattern Works. And, they're basically a, company that does, like, preproduction. So they do, like, pattern making, sampling, markers, anything up until like production. And so I was, I was there, I was doing a, originally, I started in an an entry level position, and I was basically just kind of assisting all the other pattern makers and then, like, just doing entry level type work. And I was also helping the owner who was the the guy who handled the marker making. And, basically, what I what my job was was to, take the patterns or the the printed markers out of the printer, which we call plotter in the industry. And so I would basically just, like, roll them up and, like, verify to make sure that there was no issues in the markers. So Okay.
Anna Guerrero [00:09:11]:
Yeah. That's kinda yeah. That's kinda one of the things that I was like, like, that was like one of my main tasks there. Okay. And then while I was working there, like, I, like, I wanted to move up to be a pattern maker, and I had actually, like, talked to my boss there about it. But I was always too too scared to even try, like, to push myself even further, like, because, you know, the other powdermakers that were there, like, they had been in the industry for, like, 30 plus years or so, and I was just, like, one of the newer ones. And so so I did I actually did do a lot of patterns there. I never did any grading there though.
Anna Guerrero [00:09:48]:
Like, I was always too, like, scared that it was, that I was gonna mess something up or that I was gonna take too long or yeah. And I mean, now looking back, like, I wish I would have, like, pushed myself to to start. And so while I was at that position, going back to answer your question, that's when I, like, kinda started thinking, like, oh, maybe I can do this, like, on my own and, like, start, like, freelancing. But I was also kinda nervous about the fact that I was gonna be doing the exact same thing that I was doing in my job. And so so I was always too scared to start it, like, before I left that job. So it wasn't until after I left that job, one of the clients that I worked with there, she contact or she asked me for, like, my contact information so so we could stay in touch. And then, and then shortly after I left that position, like, she messaged me to see if I was still willing to work with her and, like, making the patterns for her brand. And so that's kinda how I got started freelancing with the one client.
Anna Guerrero [00:10:50]:
And then from there, like, she introduced me to another client who that client introduced me to another one. And so it just kinda that's kinda how it started growing.
Heidi [00:11:00]:
Okay. Grew via word-of-mouth. Okay. That was 2019. And then you joined FAST in, what is it? August of 2021? Yeah. So do you remember, like, what inspired you to jump into F. A. S.
Heidi [00:11:15]:
T? Since you had already been freelancing for a few years?
Anna Guerrero [00:11:20]:
Yeah. So I had actually been listening to your podcast, like right around the time since when I when I started freelancing. Mhmm. When so when I left that position at Pattern Works, I was actually working at another place, but it was part time. And so, like, the days that I wouldn't work at the job, like, I was doing that's when I was doing my freelance work. And so, so somehow I came across your your podcast, and, and I remember, like, feeling really inspired by all the episodes about freelancing. And so, so, yeah, that's, that's how I just continued.
Heidi [00:12:00]:
Yeah. Gotcha. Yeah. So you got your first three clients. Mhmm. 1 was, like, directly a client from your previous job, and then the next 2 were referrals. Mhmm. Yeah.
Heidi [00:12:10]:
And how did you go about things like pricing and contracts and proposals? Like, what were you doing with all of that? Because I know that's a really big question mark for people at the beginning.
Anna Guerrero [00:12:20]:
Yeah. For sure. Yeah. So as far as pricing, I basically since I just kind of threw it together because of that client who contacted me, I, I kept my pricing very similar to what Pattern Works used to charge for their patterns, except I, like, I went, like, a little lower. I think I charged, like, either $10 lower than what they charge just because I was, like, much newer in the industry. And so Okay. So, yeah, I I but I kept it pretty similar to that, and so that's kinda how I I got started. And, and as far as, like, proposals and contracts, like, I actually never did any proposals and contracts up until recently.
Anna Guerrero [00:13:00]:
Okay. So so, yeah, it was basically just kinda going, like, I was just kinda winging it. Yeah. Which I wouldn't recommend doing, by the way. Okay.
Heidi [00:13:12]:
Why? Did it bite you in the butt at a certain point?
Anna Guerrero [00:13:14]:
It did. Yeah. What
Heidi [00:13:16]:
happened? Would you yeah.
Anna Guerrero [00:13:17]:
Would you
Heidi [00:13:17]:
be willing to share?
Anna Guerrero [00:13:18]:
Yeah. Of course. Yeah. So I was working with, like, another client, who also used to be, like, a former coworker of mine. And, he gave me, like, a a bun he was giving me a bunch of work, and so, like, we never really, like, like, laid out any kind of, like, expectations, and I didn't, like, I I I did send them my price list and everything. And so, but I like, we just kinda never really went in to, like, going into a proposal, like, this is what it's gonna be for this project. And, and so, like, the work just kinda kept adding up and adding up. And then when I sent them the invoice, like, it was pretty high.
Anna Guerrero [00:13:58]:
And so so, yeah, I was yeah. I had to deal with, like, getting the payment for that, which, like, it took months of, like, you know, just following up and following up and, like, basically just, like, chasing that invoice and then eventually I got it paid. But now going back, like, I'm, like, just, I mean, it wasn't fair for him either because I didn't really, like, like, let him know, like, oh, this is how much it's gonna be for this project. And
Heidi [00:14:25]:
Yeah.
Anna Guerrero [00:14:25]:
It just kinda kept growing and growing and then before I realized it it was like, oh, I've done all this work and so yeah. So that's that's kinda how I learned that lesson.
Heidi [00:14:36]:
Okay. And sometimes that's how you learn it walking through the fire.
Anna Guerrero [00:14:39]:
Mhmm. Yeah.
Heidi [00:14:41]:
Yeah. Okay. And so then you and I worked hands on together. We did some hands on coaching. And I know we worked on refining your niche a little bit, which Yeah. I'm very excited about where it landed because Can you talk a little bit about where you were previously and the type of work you were taking and kind of where you're at now and how that's maybe changed your business a little bit? Yeah. So, so
Anna Guerrero [00:15:04]:
I used to just work with, like, any type of client that came my way, like, any type of garment. So that one client, like, the very first one that I started with, she's actually she makes, children's wear clothes, like, girls dresses. Mhmm. And then also, like, products for moms as well. And so she already, like, was in that category, but, like, any other clients that came after that, it was just, like, very, like, random. Like, I've I've done, like, some, like, men's wear, like, jackets, like, denim jackets, men's denim, like, swimwear. And so it ended up, like, like, almost, like, taking me to this point where I was just feeling burnt out because I was just doing, like, all this, like, different type of work. And so, like, every time that I had to do a different category, I ended up having to, like, look back and and refresh my memory on, like, wait, how does, like, what are the guidelines for this type of product? And, like, what are the seam allowances? What and so so, yeah, it does get a little crazy.
Anna Guerrero [00:16:10]:
And then as I was, like, trying to refine my niche, originally, I wanted to actually go more into womenswear. But then looking back, like, the majority of my clients actually fell into the, mommy and me children's wear, category. And so I decided to just, like, instead of reinventing the wheel and, like, trying to, like, you know, like, build a clientele with a different niche. I I decided to stay in this, not just because I had the experience, but also because I actually really, like, genuinely would get excited whenever I would get a project for, like, any type of, like, children's wear clothes because kids clothes are so cute and fun and
Heidi [00:16:51]:
yeah. So Yeah. And I know that when we were together and you went through through the customer research process, which is never it's not a very fun or sexy process. But even though you had worked as a freelancer and in this, you had done a lot of projects in Mommy and Me. I still push you to go through it and you learned some really interesting insights that helped you kind of, like, change your service offering. Can you talk a little bit about what you learned and how you've adjusted your services?
Anna Guerrero [00:17:18]:
Yeah. I did. So, so I I learned a lot actually and, if I could, like, go back and do it again, like, I will just kind of going back to, like, our earlier converse conversation about, when I joined FAST. I, so I wanted to go through the course just because I, I was starting to, that was around the time when I was starting to feel a little burnt out just because I had, like, all of this, like, different types of of product that I was working on. And so, so I wanted to, like, go through the process because I've been, you know, following you for a while. And, and so I was like, you know what? I'm I'm gonna invest in in this. And, and I, like, started going through it, and I got to the customer research part, and, like, that that part, like, really freaked me out. And so I was like, you know what? Like, I, like, I'll do it later because I was also, you know, I was also working full time and then just kind of running this on the side.
Anna Guerrero [00:18:18]:
And so, so it was I felt like it was gonna be hard to, like, schedule, like, meetings with, like, with brands to do customer research with them. Yeah. Because really my only time available was, like, around lunchtime and yeah. So because I was working, like, from 8 to 5, and so it was either lunchtime or afterwards and, like, people are usually not available around those times. So, so I ended up just, like, kind of putting a pause on that. And, and for some reason, I thought, like, I couldn't, like, do customer research with customers that I've already worked with. Mhmm. And when I was working with you, I remember I talked to you about that, and you mentioned that, you know, I I could totally do that.
Anna Guerrero [00:19:05]:
And so so I, like, when I was doing my customer research as part of, when I was working with you in Fast Track, I actually went and talked to some of the clients that I've worked with in the past that fell into my niche. And so so, yeah, that's how I was able to get, a lot of good insights.
Heidi [00:19:24]:
What were those insights?
Anna Guerrero [00:19:27]:
So so one of them, which was, the one that stood out the most to me was, just like staying on top of children's wear regulations, because there's a lot of a lot of things that people don't really know, especially with sleepwear. They have to be either fire resistant or, like, tight fitting. And so, so a brand that I worked with, like, they got recalled because of of that. And so so, yeah, that was I thought that was, like, really important to to be able to, like, to stay on top of that. And so that way that, you know, that doesn't happen in the future with any other potential client. Yeah.
Heidi [00:20:09]:
So the really interesting thing that happened, and I know this only because you and I were working together, was, like, you had helped that client with their patterns. Mhmm. And then they launched, like, on their own, and then you went back to them later for customer research. And it wasn't until you did the customer research that you were like, hey. How's things going? Dada dada. Where are you getting stuck? And they told you they're like, all of our stuff got recalled because they had marketed it as loungewear, which qualifies as sleepwear as kids. Right? It wasn't fire retardant or tight fitting enough.
Anna Guerrero [00:20:41]:
Yeah. Yeah. I mean, it wasn't all their stuff. It was just like certain, some of the styles. Okay. But, yeah, that was, like, something that, you know, the client didn't know and I didn't know either. And so so, yeah, like, I, like, I totally felt bad too that I, you know, I wasn't aware of of any of that happening.
Heidi [00:21:00]:
So now you've adjusted your niche specifically to, like you said at the beginning, to help them. There's a bunch of other stuff to it too, but also to help them stay on top of regulations.
Anna Guerrero [00:21:11]:
Yeah. Yeah. So
Heidi [00:21:12]:
So I know it hasn't been super long since you made that change, and we you and I worked on that together. But, have some of your but you have landed some new clients recently. Like, are they feeling appreciative of that? Or do you think that that's something that they're is is really attractive to them to work
Anna Guerrero [00:21:27]:
with you? Definitely. Yeah.
Heidi [00:21:28]:
Yeah?
Anna Guerrero [00:21:29]:
Yeah. So right now I've been talking back and forth with a brand, who I mean, it's looking good. Hopefully that I'll be able to I'll be able to work with them. But, yeah, they seem really impressed by my knowledge and now in children's wear regulations. So Okay.
Heidi [00:21:47]:
Yeah. That's awesome.
Anna Guerrero [00:21:48]:
Yeah. And they definitely do feel, like, they appreciate that fact.
Heidi [00:21:53]:
Okay. As opposed to I'm a powder maker for children's and just leaving it there. Yeah. Right. Yeah.
Anna Guerrero [00:21:58]:
And then
Heidi [00:21:58]:
And you also bring this added value. Yeah. Go ahead.
Anna Guerrero [00:22:01]:
Yes. And then another thing that, came out from, like, that conversation with that brand owner, was that she was telling me that she, like, she finds it hard enough to find a pattern maker, let alone a pattern maker that specializes in children's wear.
Heidi [00:22:17]:
Mhmm.
Anna Guerrero [00:22:18]:
Because she's never, you know, I got beside myself, like, I don't really know any other powder makers that specialize in children's wear. In fact, like, most powder makers I know, like, they want to stay away from that area.
Heidi [00:22:31]:
Why is that? Why why do you think?
Anna Guerrero [00:22:34]:
I think it has to do also with, like, the whole, like, children's wear regulations.
Heidi [00:22:38]:
Okay.
Anna Guerrero [00:22:39]:
But then also, like, kids grading is a completely different animal than adult grading. And so yeah. So that's probably why. And, I mean, I've I've had experience in the in the area, so it all kinda comes a little naturally to me. But at the same time, like, I still always have to do, like, research and make sure that, you know, everything makes sense.
Heidi [00:23:02]:
Yeah. So I'm curious, what are you doing to stay on top of the regulations?
Anna Guerrero [00:23:09]:
So I check-in with the CPSC website quite often, and I have a lot of, like, resources from there as well. So, yeah, there's there's a lot of, like, good resources that I found there. Okay. Did you Especially about, yeah, yeah, especially about like measurements and stuff like that. Like with the tight fitting garments like they have to be specific measurements that can't extend, you know like they can't like hang loose or anything like that
Heidi [00:23:38]:
so. Wow, there's so much I don't know any of this stuff it's really fascinating. Yeah. Okay. So you had emailed me to let me know about some recent projects. Would you be willing to share a little bit about those and tell everybody? Yeah.
Anna Guerrero [00:23:55]:
Yeah, totally. Yeah, so I just recently landed, like, my first project that is over 4 k, with a deposit. Yeah. Yeah.
Heidi [00:24:07]:
I mean, even those.
Anna Guerrero [00:24:08]:
Yeah. Thank you. Like, even though in the past I've sent, like, pretty high invoices, I think my highest one has been, like, 25 k or so. But that was just for, like, work that I had already done, if that makes any sense. Like, it wasn't, like, a project that I, like, talked to a client and, you know, they decided to go forward with. So yeah. So this is pretty exciting.
Heidi [00:24:30]:
Yeah. Amazing. Where did that client come from?
Anna Guerrero [00:24:32]:
Yeah. I so I got this, client through another FAST student, Allison Heynas.
Heidi [00:24:38]:
Yeah, yeah.
Anna Guerrero [00:24:39]:
Yeah, she contacted me through Circle, because sometimes, like, I interact with her on, like, the post on Circle. Mhmm. And, like, she's responded to some of my posts on there. And so, so I'm guessing she just, like, took notice that, you know, I do children's wear pattern making because that's what I have on my title
Heidi [00:24:56]:
in circle.
Anna Guerrero [00:24:57]:
And so, yeah, she contacted me to see if I was interested and yeah so that's awesome yeah
Heidi [00:25:04]:
amazing so listening doesn't know circle is where we host our private community inside fast with fast students okay. Great. So and here's like something that I want to point out in is that it really pays to be friends with other freelancers even who are also pattern makers. I mean, Allison's niche is different. She does women's. She doesn't do children's. Okay. So you got that project from her.
Heidi [00:25:28]:
And then I think you said you got, your your biggest project to date. Like, they were actually put out a proposal and got it for over 4,000. That's amazing. Yeah. And then you said you got another project from another FASS student.
Anna Guerrero [00:25:41]:
Yeah, yeah, so another project, so I got like a another client from from Amy Barnhart. She she sent another client my way. So it's been like for that project that's been a like smaller, it's kind of like a smaller project that I've been working with. Like they, the owner like he basically gets his tech packs and patterns made overseas and so he basically only needs my help with like measurements and so so yeah I've been helping him out with that as well. Okay. So what do you
Heidi [00:26:12]:
mean with measurements? What do you mean like?
Anna Guerrero [00:26:14]:
So like the graded specs, for the
Heidi [00:26:17]:
Oh I see.
Anna Guerrero [00:26:18]:
Yeah. Okay. Yeah. So he uses that and he sends them to his factory and then they create the patterns and the tech packs and Okay.
Heidi [00:26:25]:
Gotcha. Okay. Gotcha. That's awesome. Yeah. And then I know you got another referral from another student, and maybe this is the one you're still in the talks with.
Anna Guerrero [00:26:36]:
Yes. Yeah. That's the one. Yeah. Okay. From Lucia? Yeah. From Lucia. Yeah.
Anna Guerrero [00:26:40]:
She posted about that in circle, I think in like the job resources, portion. And, and, yeah, so I I just responded and I, I've been talking back and forth. And I actually with this brand, I wanted to mention that, the owner, she actually lives about 4 hours or so away from me, and she was coming to Portland. I live in, Oregon, and she was coming to Portland because there was a, a trade show. It's the functional I think it's called the functional fabric fair. Yeah. Yeah. And so I just I just decided to go and I met her up there and, like, we got to chat there.
Anna Guerrero [00:27:18]:
And so yeah. So we got to talk some more.
Heidi [00:27:21]:
That's awesome.
Anna Guerrero [00:27:22]:
Yeah. So yeah. And then I also met Marco who was also another student of yours. I know
Heidi [00:27:27]:
you met. I'm with Marco Bruni. I know that.
Anna Guerrero [00:27:29]:
Yeah. Yeah. I knew. Yeah. Yeah. Yeah. So That's why I see had originally posted in circle about, about that, the, that trade show, and I considered going, but I don't actually do any sourcing. And so I was like, I don't know.
Anna Guerrero [00:27:45]:
And so then when the, that potential client, like, told me that she was gonna be there, I was like, oh, yes. I'll go. And then we can meet up and so yeah.
Heidi [00:27:54]:
Yeah. Yeah. Oh, that's amazing okay. So we worked on refining your niche which I just love and I know is definitely, like, making brands more attractive. How does it feel to you? I know you said you were, like, doing everything. You were doing, like, denim jackets and, like, all like, swim all over the place, and you said you were kind of feeling, like, a little bit burnt out. How does it feel now that you're, like, I just get to focus on this mommy and me stuff, which is what I like, and I can just hyper focus on keeping up with that. And I don't have to think about, like, what's seam allowance for denim versus all these other things? Yeah.
Heidi [00:28:28]:
Yeah, how's it feeling?
Anna Guerrero [00:28:29]:
Yeah, it's feeling great like it's definitely been helpful. I mean I still do have a few handful of clients that are not in my niche, Mhmm. But I think, like, probably by now, like, a good maybe, like, 80% of my clients are in my niche. So Okay.
Heidi [00:28:46]:
Yeah. Yeah. Yeah. Which I There's other ones just clients that have that you were working with previously that have continued working with you? Okay.
Anna Guerrero [00:28:55]:
Yeah. Gotcha.
Heidi [00:28:56]:
Okay. Awesome. And then I know we worked on pricing a little bit together too. We worked on, like, coming up with some base package pricing and all of that. So would you be willing to talk a little bit about, like, your thought process through that and some of the stuff you learned and where you've landed with your pricing now? Because previously, you were doing mostly hourly. Right? Yes.
Anna Guerrero [00:29:16]:
Hourly. Yeah. Yeah. Yeah. So, so with my pricing, like, I price, like, do a project based pricing now. And so it it does it has been a lot easier when giving clients prices because before it used to be by the hour and so, like, I was always too scared to tell them, like, oh, yeah, it's gonna take this amount of time or, you know, like, eventually with time, like, I I've gotten much faster. But when I first started, like, things would take me a really long time. And so, so when I give them, like, pricing, like, by the package, it seems like it's a little bit easier.
Anna Guerrero [00:29:58]:
And I'm still kinda learning a lot, from, like, some of the clients that I've been talking to. So I might go, so I'm thinking about maybe possibly doing some adjustments in the future. Because after, so after the, you had a podcast with, Nikki Roche.
Heidi [00:30:18]:
Yeah.
Anna Guerrero [00:30:18]:
And yeah. So I learned about, you know, doing, like, package pricing, and so I came up with, like, these 3 different package options. But what I've found is that it seems like, you know, some clients will need certain things and some will need others. And so, originally, in my head, it kind of, like, made sense Mhmm. Because I have, like, this, like, intro package that only has, like, a pattern, like, base size pattern grading, tech pack. I don't think it has any I don't think there's any samples in that one. But, like, the next next package up has, this those same things and then also, like, sampling and then 3 d sampling. And so, so some of the clients, like, they're they're not really as interested in 3 d as I thought they would be, especially for, like, kids wear.
Anna Guerrero [00:31:15]:
Just because, like, you know, the price does, like, add up and so they they kind of opt out of it. And then I also, provide services for production markers, as well. And so that's included in, like, my, like, like, higher package. But sometimes, like, brands will have their own, like, the like, their factories will make their markers. And so so I think I'm gonna go back eventually and and, and just, like, make some adjustments there to, like, maybe have those as, like, add ons. Yeah. And then just do, like, one, like, main package pricing. Because as I've been talking to, like, different brands, I don't know.
Anna Guerrero [00:31:58]:
It feels like they maybe they get a little bit overwhelmed whenever I throw, like, a whole bunch of options at them. And so I feel like it's it's worked a little better when I give them, like, so here's, like, this the option and then, like, rather than, like, what was it that she called it? Like creating like a bigger package so that way, you know, they, what is it? Top down selling, I believe she
Heidi [00:32:22]:
Oh, yeah. And what Nikki Rosh talked about where you start, you have, like, a more expensive package and then a middle and a bottom and you start with the top one.
Anna Guerrero [00:32:29]:
Yeah. Yeah. Yeah. So that's what I've been trying, but for some reason, like, I just, like, just I get the feeling that, like, they kind of get a little bit overwhelmed whenever I throw, like, so much info their way. And so so yeah, so I'm working on maybe refining that even further. But so far I think that's been working really great. Yeah. Because like I said, like I never used to do proposals before.
Anna Guerrero [00:32:53]:
Partly was because I was, like I said, I was like too scared that they were gonna think like oh wow that's gonna take you, like, you know, 8 hours or so or however long it takes. And so so I think with the packaging, like, you just give them the price and, you know, that's that's what it
Heidi [00:33:08]:
is. Yeah.
Anna Guerrero [00:33:09]:
So, yeah, it's been it's been helpful for sure.
Heidi [00:33:12]:
Yeah. Pricing, I always say, is, like, learning how to sew. I mean, there's so many nuances and you just keep and like every new fabric is like a new experience. And, so there's this very, very steep learning curve. It's awesome though that you're, like, listening to your customers and your clients and, like, feeling okay. It's feeling like they're overwhelmed. I think I need to simplify this. It's definitely a living, breathing thing that you're you're constantly kind of tweaking with.
Anna Guerrero [00:33:38]:
Yeah, definitely. I mean, I wish I wish I could say that there was an easy way of doing that but You won't know unless you actually go into it and that's how you learn.
Heidi [00:33:47]:
Yeah. What would you say was, like, the biggest learning curve for you from going from hourly to project based?
Anna Guerrero [00:34:02]:
Based learning curve.
Heidi [00:34:10]:
Or was it really seamless?
Anna Guerrero [00:34:16]:
I don't know. I guess it was I don't know that there was, like, much of a, like, learning curve. But also, it it's just, like, I'm kind of in the process of still kind of learning, like, what works for people, what doesn't work.
Heidi [00:34:33]:
Yeah.
Anna Guerrero [00:34:34]:
So I guess just, like, figuring out, like, just kinda getting a feel, like, when you're talking to them, just kinda getting a feel with, like, they they feel like it's too much or, like, too I I don't know. Yeah.
Heidi [00:34:49]:
No. Totally fair. I just know a lot of people No.
Anna Guerrero [00:34:51]:
That makes any sense.
Heidi [00:34:53]:
No. And I think it does. It's it's definitely I mean, there's a lot of soft skills behind pricing. Right? Like, feeling the person out. Like, if I always recommend when possible, like, present your pricing in a Zoom call or in person, like, not just sending it over blindly via email. You wanna engage the reaction. I know that for a lot of people going from hourly to project project, like, they just sometimes tend to underestimate how long things are gonna take.
Anna Guerrero [00:35:22]:
Oh, yeah.
Heidi [00:35:23]:
Yeah. Realize that, like, oh, I I and I'm not billing hourly, so I just have to do this with a flat rate. And now it took me too long or the client asked for too many revisions,
Anna Guerrero [00:35:32]:
and I
Heidi [00:35:32]:
didn't have that in the contract or something.
Anna Guerrero [00:35:34]:
Yeah. Actually, yeah. Now that you mentioned that, like, the revisions part is probably the one thing that I feel, like, maybe eventually, like, I'm gonna, like, do a price increase because I, like, just sometimes, like, with provisions, like, especially in pattern making, like, it could be something as simple as, like, lengthening the hem and adding, like, 2 inches. And that's, you know, that doesn't take too long. But there's other times when, you know, it's gonna take longer because, you know, you have to do, like, certain fit adjustments that, you know, just take long. And, like, for me, like, the powder making portion, like, comes pretty natural. And so I feel like I could get through, like, powder making revisions pretty quickly. What does take me a long time is, like, just making sure that everything, like like, all the revisions, like, in the tech pack are also, like, matching up.
Anna Guerrero [00:36:22]:
And so that's kinda you know, when you have to go and update the sketch and then you have to update it in multiple places in the tech pack and so. Yeah, I think that's been probably like the most like challenging part too.
Heidi [00:36:34]:
Yeah. Yeah. But that's something that you are noticing and then you can, like, adjust your pricing going forward to absorb more of that time?
Anna Guerrero [00:36:43]:
Yeah so one of the things that I started doing recently, when I started doing, our, not hourly but project pricing is I'm still tracking my time regardless, because I still don't feel, like, super comfortable with, like, if it's if it's gonna take me, like, more time or less time or whatever. And so, like, I'm still tracking my time, and then, like, at the end of a project, like, I just kinda do, like, a little summary for myself to, like, okay. Like, how long did this take? And, like, you know, like, like, hourly, how much did I make based off of that? And so Yeah. And then there's those signs where you do have to have, like, you know, those tough conversations with clients and Yeah. Yeah. So so it's it's been kind of a learning process, but, yeah, that's that's been really helpful to just kinda go back and, like like like, see, like, how long things take.
Heidi [00:37:39]:
Yeah. Yeah. Our perception of time can get very skewed. So actually tracking it and then analyzing at the end is super smart.
Anna Guerrero [00:37:48]:
Yeah. Yeah.
Heidi [00:37:49]:
What, like, would you be willing to share one of those tough conversations with a client? Like, what happened? What did you do?
Anna Guerrero [00:37:56]:
Yeah. So, I mean, the conversations, like, themselves, like, they're not as hard. I think it's just the leading up to them that, like, where it just gives you all this anxiety where you're, like, just kinda waiting and you're, like, what are they gonna say? Or, you know, and for the most part, like like, clients, like, they just they take it like, they they go, yeah. No problem. Like, that's, you know, that's totally fine. And
Heidi [00:38:19]:
Yeah.
Anna Guerrero [00:38:19]:
So What are you saying
Heidi [00:38:21]:
in that wait. What's the conversation about? Is it about having, like, not charge like, oh, I underestimated the number of revisions and the amount of time, so I need to charge more. Is that what it is?
Anna Guerrero [00:38:30]:
Yeah. So kind of going off of what you teach in FAST, that you know you have to like kind of take responsibility for it, and you let them know like I'm not obviously not going to charge you for you know this project but just going forward like you know if if the cost is gonna be a little higher it's because of that. You know I didn't you know allow for the revisions to take as long as they took me. So
Heidi [00:38:54]:
Okay. So basically, underestimating the project because of the revisions or something, doing the project still, and then immediately having that conversation, letting them know, like, I'm hap I'll keep it this price this time, but, like, going forward, it's gonna
Anna Guerrero [00:39:08]:
be this.
Heidi [00:39:08]:
But they've been receptive.
Anna Guerrero [00:39:10]:
Yeah. Yeah. They have. That's awesome. So, like, I mean, I think it's all just in our heads. Like, we think, like, oh, like, they're I mean, worst case scenario, like, they're just not gonna wanna work with you. But when you're freelancing, you have, you know, multiple multiple clients. So it's not like, you know, losing a job where, you know, if you lose a job then, you know, like you have nothing else.
Anna Guerrero [00:39:29]:
But if you're freelancing, if you lose one client then, you know, you can always find another one. There's definitely plenty of work to go around. Yeah. Yeah. One. There's definitely plenty of work to go around. Yeah. Yeah.
Anna Guerrero [00:39:38]:
Well, this has been awesome, Anna. Thank you
Heidi [00:39:40]:
so much
Anna Guerrero [00:39:40]:
for coming on and sharing your
Heidi [00:39:45]:
I'm so excited. I was like the power of being surrounded with other freelancers you like 3 2 projects secured and a third new project, potentially coming to fruition from, people inside fast, which is amazing. I love seeing
Anna Guerrero [00:40:00]:
Yeah.
Heidi [00:40:01]:
Everybody kind of passing projects around. So that's awesome. Yeah. Yeah. I love them. Yeah. I'll end with the question I ask everybody at the end and that is you know what it is
Anna Guerrero [00:40:13]:
Yeah, I know what it is.
Heidi [00:40:14]:
What is one thing people never ask you about being a fashion freelancer that you wish they would?
Anna Guerrero [00:40:21]:
So I wish people would ask me how's business? Because a lot of the times, like, people like ask, well, how's your little freelance gig going? And, you know, this is actually a business. Like, this is not just, like, a couple of freelance projects. So yeah, I wish like more people would ask me that because it's like well actually it's it's going really great. Yeah. Yeah.
Heidi [00:40:47]:
And it's a legit business. It's not this little freelance side thing.
Anna Guerrero [00:40:51]:
Yeah and then also, you know that saying, I might butcher this but, where they say that you know like most businesses will fail within than, you know, like, if you're starting a business because you don't have to invest as much. Like, the only thing you invest mostly is, like, just your time. And then if you need any, like, pattern software or whatever like that's pretty much it.
Heidi [00:41:21]:
So
Anna Guerrero [00:41:21]:
you don't really have to invest a whole lot of money upfront. Yeah. To start this type of business. But regardless, it's still a business. So
Heidi [00:41:29]:
Totally. Totally. But a lot less a lot less overhead than like many other traditional businesses, like starting a fashion brand or any type of, like, brick and mortar type of thing. So Yeah.
Anna Guerrero [00:41:40]:
Exactly. Yeah and like the fact that you're able to like if you land a project with a client like you're able to like make money like almost like instantly whereas you know if you were like starting another type of business then like you know it takes time to like build up so that you eventually get some revenue. Yeah. And, yeah, that's the part that I love about freelancing. But
Heidi [00:42:03]:
Awesome. Yeah. I love that part about it too. Thank you for bringing that up. Yeah. Where can everybody connect with you online?
Anna Guerrero [00:42:12]:
So I I have an Instagram, but I don't really I'm not really on it. I haven't even really posted on it, but it's, at s s patterns. And then, also the best way to get a hold of me is probably by email and that's, anna.sspatternmaking@gmail.com. Okay.
Heidi [00:42:33]:
What does that stand for? Oh, sorry. Go ahead. Yeah.
Anna Guerrero [00:42:36]:
It's the name of my, my pattern making business which is, Stitches and Sketches pattern making.
Heidi [00:42:42]:
Oh, I like that. Yeah. Yeah. What was the other thing you were gonna share? Sorry I jumped in.
Anna Guerrero [00:42:46]:
Oh, I was just gonna say that I also just recently joined Linkedin so I'm I'm on there too.
Heidi [00:42:51]:
Okay. Awesome. And we'll put all of that in the show notes. Thank you so much for coming on to share your story. It was really lovely to chat with you. Congrats on your new clients. Yeah. Thank you.