Every Little Counts is all about young love and nostalgia, winsome sentiments and tender thoughts. It is based in Los Angeles and run by Amy and her husband, Adam. Romantic verses grace the tops of tees, tote bags, and dresses, creating a perfectly sweet aesthetic.
Me: Soo...tell us a little more about Every Little Counts.
Amy: Well, my husband and I started Every Little Counts last January. I had been working as a designer for a lot of different companies in both New York and Los Angeles over the previous 6 years, and it had just come to the point where I felt like I was ready to start out on my own. It was definitely my idea and the vision to start the company, but I sort of roped Adam-my husband-into the whole thing. But, we have a good time and we work well together.
Me: What inspires you to design?
Amy: We're inspired a lot by pop culture from different eras or places.
Me: Ohhh, can you give us some examples?
Amy: Hmm...we love old films, particularly those from the 60's and 70's-even better if they're French. We love old music, obscure French singers, new wave pop from the 80's; New Order, for instance (which is where we get our name), and just general romantic sentiments and daydreams. We wanted Every Little Counts to reflect our obsession with romance, nostalgia, and young love, but in a cooler, more reserved way that lets us indulge our love of cool modernism. So the graphics tend to say or refer to these really over-the-top romantic notions, but do so in a graphic style that's more clean, modern, and maybe a little ironic.
Me: Do you think your designs reflect the type of person you are? Are you a violent, sensual, sensitive girl yourself?
Amy: Ha ha...well, it's funny that "a violent, sensual, sensitive girl" has become one of our most defining styles. It's actually a quote from Dr. Zhivago that I had written down a few years ago because I loved it so much. When I first started Every Little Counts, this was our very first design. The version you see now on our site is actually an update from the original. It became so popular, we just couldn't get rid of it. But getting back to it-I am definitely sensual and sensitive for sure, maybe not so violent, but it sounds good anyway. It makes me sound tough ;) All of our designs are a reflection of me in one way or another, whether I am referencing a thought, feeling, or influence I am into right now or something I may have been into 10 or 15 years ago. It's all about young love and nostalgia.
Me: Any words of advice to people who are looking to open up an online boutique?
Amy: Hmm...advice? It helps to know web design-or be lucky enough to be married to someone who knows web design (like me). Photography and graphic design are also crucial.
Me: Ohh, that reminds me, I've always wondered, who does the photography for Every Little Counts?
Amy: Adam (husband) does all of the photography, web design, graphic design, music (on the site), and screenprinting (except when I act as his assistant). He is pretty amazing. Incredible. The best. All of that.
Me: Wow, he sounds like he's a huge help! You're so fortunate to have his services at your disposal! Sorry to get you off track there ;)
Amy: Yeah, back to my words of advice, after that, well it's all about marketing. Having an online boutique is definitely more economical than having a brick and mortar store, but then again it's harder for customers to find you. It is a never-ending process. Be prepared to spend many hours on the computer-blogging, twittering, facebooking, networking in any way possible.
Me: Well thanks Amy for sharing a bit about yourself and Every Little Counts!
Amy: No, thank YOU, the interview was such fun!
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