Business

Venice Woman Creates Career, And Company, In Manufacturing

By Maggie Menderski
Sarasota Herald-Tribune, Fla.

WWR Article Summary (tl;dr) Afer being laid off from several jobs, Joanne Wood-Ellison decided to become her own boss. She launched “The Artful Canine” in 2009 with an idea and a sewing machine. She has since grown the “The Artful Canine” into a small manufacturing business producing dog collars, leashes and accessories.

VENICE

The Great Recession left Joanne Wood-Ellison in need of a new career.

It took collars and leashes to pull her out of that slump.

Wood-Ellison had been laid off three times from marketing jobs, and her skills just weren’t in great demand in the Sarasota area.

So she decided she needed to create a job rather than look for one.

She started The Artful Canine in 2009 with an idea and a sewing machine in her spare bedroom and has since grown it into a small manufacturing business producing dog collars, leashes and accessories.

Today she and her four employees sew 50 to 60 products a day in their workshop in Venice, then sell them directly to customers through Amazon.com and Wood-Ellison’s own online shop.

“I started my own website because I was an online marketer, so I knew how to do my own website,” she said. “I knew how to market it and advertise it.”

There are a number of manufactures in the Sarasota region, said Kevin Cooper, president and CEO of the Greater Sarasota Chamber of Commerce.

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