Charlotte Righton, founder Endless love creative
Getting involved with markets doesn’t have to be scary! That is Charlotte Righton’s goal- to make markets enjoyable for both creatives and shoppers! Having engaging markets isn’t all what Charlotte does, she even hosts Life Drawings that are not so intimidating and more connecting based. Everything Charlotte does is what I love about bringing creatives and community together. For those who are nervous about joining a market, I hope this episode inspires you to join and start connecting with other creatives!
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Website endlesslovecreative.com
Instagram @endlesslovecreative
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Kelly: Hi, everyone. Welcome back to a new episode of creative direction with Kelly Bennett. I am so excited because we have our first international creative guest Charlotte Righton. Welcome. Welcome. Welcome.
Charlotte: Yay. Hi, Hi, I'm so excited too.
Kelly: I'm so excited. I found Charlotte because social media can sometimes be an amazing tool to connect. I bought this mug from Ruth Wild. And, and you have one of her mom too right?
Charlotte: Yeah, I love it. Yep.
Kelly: I love it. And when I started following Ruth, I noticed she was tagging this market called Endless Love Creative, and I then started following. And if anyone knows me, I have a background in curating maker markets, and I have a passion and a love for curators and creatives and community. It's so needed, so necessary. And when I came across your market. I just fell in love with how you were curating it, the creatives you were featuring, and I had to have you on. So a big thank you for saying yes.
Charlotte: Thank you. I know, like, it's really weird. Cause I'm like, oh, you can see me, but the audience can't. I'm beaming. Like I'm just, I'm so excited.
Kelly: It's just, oh good. Yeah. That's what I like to hear. That's what I like to hear. Social media can sometimes be amazing. Right. You know, sometimes it's a pain in the ass, but sometimes it really connects you with people and you're in the UK and it's just so cool from New York city to the UK to be connected with the creative community. It's just, these are the moments where I really appreciate the algorithm and the ability to do this. So before we jump too far in taking us a little bit of a step back, Charlotte. What was your background prior to the market? Or how did you stumble upon this? I would love to have some context of your background.
Charlotte’s journey into Endless Love
Charlotte: Okay. I always get a little nervous that I'm gonna say it becomes a CV, but
Kelly: I hear you.
Charlotte: It's been quite eclectic. It's been very retail based. I've worked on quite a big commercial. I dunno what names I can say, but big corporation kind of businesses. But I've also studied fashion design and worked for maybe smaller businesses where I've maybe interned for Liberty London, which is in the UK, which is a really phenomenal, very eclectic department store. And I've always been drawn to the creative element of the role. So whether. I've been a sales assistant, a visual merchandiser, or like a, what else have I done? I've been like an area support for a vintage company. So I've done a real like mixture of different things, but it's always had a very customer focused people relationship based element. And I wanted to bring those two things together. I was really kind of feeling maybe a bit tired of not having the autonomy to work for myself and, and having kind of a structure that didn't work for me. So I quit my job, which felt really scary.
Kelly: So you quit it before you started the market?
Charlotte: Yeah. So I quit, and I'm an illustrator as well, so I started illustrating and selling my prints. Actually before the markets, I was doing a life drawing workshop. So Endless, Love, Creative, was life drawing, but clothed and styled from my fashion background.
Kelly: Cool.
Charlotte: And then the community just grew from there and it felt like there was real space in Sheffield in the UK to form something bigger, a bit more like experience based that really connected makers to their customer in a more personable way. So it's all kind of like customer service visuals, experience, and just connection. But yeah, that's Endless Love.
Kelly: I love every single word.
Charlotte: It’s a lot.
Kelly: No, it's perfect. I resonate so much with what could feel like, you know, random of a resume, but the through lines are so clear to me, like connection, community, design, fashion, curation, operations experiences. Yeah. Like that all makes sense. And you need all of that for a market. So it's really cool. And also hearing how it really started with a community that you were doing illustrations, live drawings, and the community started building. And then a market came from that, which. Is really unique. And I feel it is the best way to build a brand and a business when there's genuine momentum and people saying, I love this. How can I do more of this? Or how can I connect? Like, to me, those are the brands that in this time I've been working in small business and brands over a decade now have had. The most sustainability because it's not easy, but ones that are truly genuinely driven by their community and engage with their community. It it's really impactful.
Charlotte: No, it's felt, very special for me as well, because it's allowed me to build up relationships with people that maybe I wouldn't have ever even been brave enough to say hello to before. Like the, the one thing about the live drawing was I was going myself to one and there was an element that it, it wasn't social or I wasn't leaving feeling like I was getting maybe the connections I needed. It was a bit intimidating and I think art can be, so I wanted to bring that kind of commerciality into being creative. So people who are totally intimidated by drawing can feel a safe space and meet people that are creative too. And I don't know, it just was… it's, it's definitely like that feeling and you'll know it from hosting events.
Kelly: Mm-hmm.
Charlotte: Like seeing, people together and talking. And just getting excited about picking up items or sharing ideas is phenomenal. There's enough. There's no feeling like it.
Kelly: It's the best.
Charlotte: Yeah. It really is.
Kelly: It really is the best when you’ve created a container and like that's happening organically.
Kelly: It's just such a natural high that you get and especially when you have the intention and purpose behind the amazing creatives, the small business owners that you bring into your space, and you're genuinely making an impact also on your local economy for having a space for makers and artists creatives, to sell their products and grow their businesses. That's incredible.
Charlotte:That feels good.
Kelly: Yeah, absolutely. So for someone who isn't familiar with the area that you're in, you were explaining it to me before I hit record, give us a little context. Cause it sounds like you're in a growing market or a space that you were seeing like, well, there isn't that much creative community or connections going on here. Give us a little context of that background. Cause I thought that was really interesting.
The backstory of Charlotte's creative community.
Charlotte: So, we're based in the UK, in Sheffield, which is the north, but low enough, of the UK, we near places like Manchester, Newcastle, maybe bigger names. And though we have quite a lot of maybe events and markets, incredible markets in Sheffield, there was nothing quite like what we were doing, where it felt like you're getting a more emerging brand, and a more community collective. So it's definitely, it's definitely grown because of how vocal I am. I love marketing, um, and shouting about makers and encouraging makers to do the same because obviously that's how you grow. The chefs, and talk a lot about it. And particularly over the last couple of years when we've had to pivot and do hosting online, which is how I've reached a wider group of people internationally, it's just shown how phenomenally we can grow by working together in that shared knowledge. Not just with social media, but when you come into that space at our markets, the comments we get, and the feedback are always about not necessarily what they're buying, but the feeling they get when they experience the market. They're like, it doesn't feel like something I've experienced before, because I think the focus is always about how our makers present themselves as who they are, you know, like be authentic in the space. so I think though there's loads of markets, there's nothing quite like, I guess. The energy of ours, which I feel weird saying that, but there just, there just isn't room for it. And people miss that people are missing and so much more now, obviously like you wanna be in a room of people and share, share everything, like be kind of immersed in every element and just picking up pieces and chatting away. Because it is scary for both the maker and the customer. It can be an intimidating space and I just wanted it to be like, no, everyone's welcome. This is easy and fun.
Kelly: I feel that so much. And was there anything in particular that you saw in your local community of creatives that you're like this needs to be talked more about, or this was a common maybe block or, or pain point that you noticed that creatives were kind of like hitting a wall with as far as building their business. Was there anything in particular that you were seeing?
Solving the missing piece in the community.
Charlotte: connecting with their audience and maybe, so obviously markets allow that and retail and shops the in person. I think knowing how to, and where to show up and be seen by the people that they see their work. And a lot, obviously a lot of people have grown over the last two years where they've never done anything in person. So I think it's definitely. Understanding their audience, like working with their audience and understanding and, and being I think it's quite a vulnerable thing and being open to showing what their process is. So people understand the value of their work, because it's scary pricing. Pricing too, is a huge conversation. When we talk on the zoom calls as makers. They're always like, it's quite interesting to see how people bounce off and say, oh no, no, no, you need to price more, more, more it's worth so much more because the tendency is to undervalue yourself or think, maybe think that well, if a shop sells it at five pounds, I should, when actually they should be selling it at $25. So I think it's price values and audience are huge.
Kelly: Well, that must be the international theme.
Charlotte:yeah. Yeah,
Kelly: Because those are really very, very, very similar things that I notice with creatives. When I did the markets and now I shift to having an incubator where creatives join and I help them more hands on building their emerging lifestyle brand. But those are like the big things I see as well. So I think that it also has some connection to when you are creative and either a product or a service, but it's so much of you. You know, it's really hard sometimes to take a step back and seeing the value because what you're doing for the most part is probably comes really naturally to you. You probably really love it. You're passionate about it. So putting a price on that or ex. Explaining it sometimes can be so intimidating. So I love that you also, what it sounds like are really guiding the makers and the creatives behind the scenes so that when they come to a market, they feel more empowered to show up as themselves. And when you do that, the other stuff really does help fall into place.
Charlotte: I think that even about taking that time before a market. So say any maker attending any market, making that time to find out who else is going and maybe connecting them with them behind the scenes and sharing, you know, talking about them on Instagram or connecting with them on Instagram and saying, hi, I'm doing this market too. It just means, you know, when you're going to that event, there's just that one person, because it's scary if you are, if it's new to you, the city's new, it gives you that confidence and comfort. And I think when you feel. It's like working in a shop. Like if you worked in a shop and the first day you were there, oh my God, it's terrifying and intimidating. And you'd be scared. You know, it's like doing that every time at a market. So it's just familiarizing yourself with the people you're gonna connect with, the customers, even like who your customers are gonna be shouting about. Like I'm gonna be in Sheffield or I'm gonna be in New York and I'm gonna be doing this. It's so important because. I think there's so many people out there who would just not be like, oh, they don't want me to come all day. Oh, they're not fussed about me. And it's like, no, we wanna see you all. We wanna connect. But yes, there's definitely a lot of before. I think it's not just market day. It just helps.
Kelly: I agree with you 1000000%. And that was such a big part. And, now I have a mix of people who sell online and at markets and in retail, but the people who sell at markets, that's like my, one of my biggest things too, is like, what type of content in marketing are we doing before the market? Exactly what you said, showing your process, telling people consistently where you're going to be, when, where. I love that tip that you said about reaching out to at least one other maker, who's going to be at a market to connect. And just also, I feel like you're, uh, explaining, like, I'm totally like this. I'm actually very introverted and shy. There's just certain areas where I feel more confident showing up like my own social media, a podcast. Right. And, I actually feel more comfortable hosting and curating events because like, I have a place, I have a role, I know what I'm doing. Like, that's why I'm going in. When I just attend something, I feel a little like outta sorts. But I think for a lot of makers who are maybe a little bit more introverted or shy, I think that's a great tip. So at least when they go in, they're like, oh, Hey, at least I know someone and ideally they've already been chatting. They've already been talking about each other on social. So that's a really, really good, like tangible tip that someone could implement. Starting today for their next market to just help with that overall confidence. I love that. I love that so much.
Charlotte: It's just simple little things. It doesn't need to be, you're already taking on this huge, like endeavor you're attending a market. It might be the first one. So having that virtual hand to hold isn't necessarily a bad thing. It's quite a nice,
Kelly: I don't know. Oh yeah, absolutely. It goes back to the community also. You know, when you feel that the community support. Something else that popped into my mind, I would love to hear, are there any things that you notice that makers creatives do? Really you find like maybe one to three things that are like definitively or really stand out to you that stacks the deck in a really positive way for their success at a market. Is there anything like design that they're doing or set up that they're doing or the way that they're talking about themselves in particular?
How to stand out in a market to be successful.
Charlotte: A hundred percent the customer engagement, so, okay. This is really, this is quite a strange thing. So my dad is my biggest fan. He goes to my markets and tells me about gives me feedback, which is also really good. Always get feedback if you can. But he's always like, oh yeah. All that person was really chatty. I really loved them. It's quite a Yorkshire accent. I think it conversation initially greeting saying, hello, the, the real, like wherever you've been to a shop before and you thought, oh my God, I wanna go again because the sales assistant was amazing. That's the energy you need to bring. And I think store setup wise, this is a really practical thing. Colors that work with your product. Look at shops that sell in that way. If you're someone that hasn't worked in retail, go to a shop that you think your product would sell in and make sure you're selling products that sell it in a way that would be sold in that shop. So keeping it authentic to your brand.
Kelly: Ooh, I love that tip.
Charlotte: Because if a stockist came in or, you know, like a, yeah. A shop owner came in and saw it, they can really imagine it in their shop. So that's a good one. Um, and height is always good cause you wanna catch the height. Um, and probably the lead up, like you're saying before, the marketing is such a huge part of it because I am very dependent and I think a lot of hosts would be on the people taking part. If every person reaches 50 people and I've got 60 makers, I'm not gonna do the maths, but it's a lot more people and it's amazing. And it's just how you get the conversation started. So at least the week before, if not two weeks talk about it every day, if you can. I would say even if it's just a little, oh, this is what I'm prepping, or this is my box of what I'm taking, um, or there's gonna. Things that work really well are like hooks. So something new and exclusive is always lovely for a market. But yeah, it's all about the interaction for me. I think it's all about those relationships.
Kelly: Again, I love you. I love everything that you're saying because I totally agree that when someone is just organically having those conversations before, I think a lot of people that I've come across in my work, they get really anxious feeling like they become quote-unquote, too salesy. And so I always love those examples of like, just very organic things that you already are doing for your business in real life. How do you just storytell that in a really genuine way so that you can consistently remind people of what's coming up. Also reminding yourself that people wanna know, you know, if they're following you, most likely they wanna know about what's market's coming up, especially when you're in a, in a city or, a community that maybe is a little bit of a smaller market. I did that for many years. I was in downtown Las Vegas. Which compared to New York city… It was cool. Compared to New York city is a smaller market. But I would say from my experience, I haven't done markets in New York, from years and years, years ago. But the Las Vegas people, creatives, they were really eager and excited to support because they were stoked that there were markets. So I think leveraging that and reminding yourself that people wanna hear from you, and they're going to need quite a few reminders. I mean, the internet social is so loud. Our brains are so loud. Like the world is loud. Right. And just allowing yourself to talk about it and share about it. You're actually adding value to someone not feeling weird that you have to like to sell them on something. You just showing up and being yourself is actually encouraging to someone or inspiring to someone and they'll be excited to support you cuz they also saw all the work behind the scenes to make it happen.
Charlotte: That’s it. Yeah, I think that’s right. 100%.
Kelly: Yeah, I love that. So where do you see, or what is your goal vision of taking your market? Like where would you love to grow it in the future?
Future plans for the market.
Charlotte: So, this week I've always wanted to expand and go to different cities. So this week I went to Edinburg to have a meeting about hopefully hosting a market there. Because it would be incredible to reach the makers that maybe Sheffield is too far for people to meet to come to. And it would reach a completely new kind of audience for us. So more markets so growing the community and also it means that on these calls, you've got people from London. Talking to people is with studios in Scotland, which just feels phenomenal. Like it, you just wouldn't get that opportunity to connect with makers and share those ideas. And the big plan, two big plans, a shop which would be incredible and a festival. So it would be more about panel discussions, workshops, and really understanding the craft rather than that ends the maker over maybe shopping. It'd be more about the behind the scenes book, physical. So that’s the plan.
Kelly: Yes! Yes to the festival, yes to all the things. The shop, more markets. Seriously, it's a lot, but it all, again, connects, like you could see the through line, you could see how that all connects and really what it sounds like also is like creating your own ecosystem, like supporting the creatives behind the scenes. Creating new markets to connect with new communities of makers and then have a festival where it really helps everyone connect and build. That sounds really cool. Really cool. So for anyone who is listening and wants to connect with you, what is the best way of doing that?
How to connect with Charlotte
Charlotte: So Instagram is normally the best way. So we're @Endlessloveccreative, just one long word,or on the website as well. There's contact details on there, which is endlesslovecreative.com. So everything's Endless, Love, Creative very long name. But I am, I'm always like here for a chat and open to conversation, um, and collaboration. Cause I know. Though internationals are different for us now. And postage is skyrocketing. So much can be done online that there's always opportunity to collaborate or project build in a more virtual sense as well. So I'm just here and open really for conversation because anything creative and workshop is great.
Kelly: I love it. Thank you so much for coming on. This was an amazing conversation and it really also helps feel more connected that what you're doing and your, uh, method and heart and passion is so aligned. And it's just so awesome to connect with you more and hear more about what you're working on. Thank you so much.
Charlotte: Oh no, it's been fab. Thank you for your time. It. It's very reflective. It's that journal writing out loud? Yes. It's just good to do it. It's just good to get it out and chat
Kelly: Absolutely. And that's why I wanted to start this podcast. I wanted to answer your questions about creative direction, but really, what I love doing is connecting with fellow creatives and hearing about their stories and hearing about how they're building their brands and their businesses and impacting their communities and just hearing from one another. I think that is how we really feel more connected, maybe with our own story and that we're not. Doing it by ourselves cuz I know sometimes being a creative can feel really lonely and like, what the hell am I doing? You know? And you talk to other people and not in our space. And they're like, what are you talking about? So it's just a, again, like just creating as many spaces as we can online offline, but um, I'm really, really stoked that we got this, uh, episode in, because it's just a really important reminder of the power of community connecting, where you are and seeing where it goes. Amazing. Um, I love it. Thank you again, Charlotte. Everyone follow Endless, Love, Creative, and I'll see you on the next episode.
