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The Edit

Meet Heidi Luerra | Founder of RAW Artists

by Girl Gang

3 years ago

Tell us about your career path leading up to starting your own business.

I started a clothing line at the ripe age of 19 years old. I attempted to sell it at swap meets and found that it really wasn't the best place to do so. I had friends that were musicians and visuals artists as well as fellow fashion designers and we all echoed the same sentiment. We wanted a place to showcase and sell direct to consumer. When I found no approachable entity to showcase with, I decided to start one myself. 

What made you want to start your own business?

I've been an entrepreneur since I was a kid. I've had a business since I was 11 years old! I've always been creatively thinking about how to rally the community and use my talents for good. I think owning my own business was inevitable, it wasn't something I consciously sat down and thought about, it's just always been a part of who I am. 


How did you go from idea to execution?

Careful planning, scrapping that plan, one step forward, two steps back. It's been a ride! RAW Artists has been here for almost eleven years now and we're still planning and perfecting execution.  


What were some unexpected hurdles you faced when starting your business?

I didn't expect that everything would take much longer than I thought, and would surely be more costly than I thought. 


Best advice you’ve received?

Do one thing, and do it really well.  


What does Support Your Local Girl Gang mean to you?

To me it means to show up to their gigs, buy their work, lend support, make the phone call, have the hard conversations and don't let distance or time get the best of you. 



Favorite things: 

BOOKS. I have to plug myself here, I just published a book, The Work of Art: A No-Nonsense Field Guide for Creative Entrepreneurs. So that's my fave at the moment ;) 

I also got a ton out of Rich Dad Poor Dad, No More Mondays, The Big Book of Small Business & Good to Great


PODCASTS. I love Rebecca Minkoff's podcast, Superwomen and I'm also a fan of The Ground Up Podcast, your Girl Gang podcast and The Unmistakable Creative!


TOOLS. I'm a Gsuite Nerd! I love the Google Labs' Boomerang feature for lots of things via email. It's been such a helpful tool. 


Instagram: @RAWArtists  @WorkofArtBook

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