Today we’d like to introduce you to Kelly Loreto.
Kelly, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Inspired to work with my hands and create one-of-a-kind pieces, I started making things. First with fabric, then with wood. With equal parts excitement and fear, I learned how to use what I consider to be very intimidating tools to bring my ideas to life.
I’ve always explored creative outlets – taking woodshop and drafting in middle school, photography in high school, and graphics/fashion design classes in college. Once I graduated, I worked full time in creative and marketing roles at action sports companies – most specifically one called Nixon for over ten years.
Being behind a computer most days, I felt compelled to step away and build things with my hands. That has led me to explore different mediums and eventually selling the product in order to sustain my hobby. I could only fit so much in my north park apartment!
Has it been a smooth road?
I imagine it’s never totally smooth trying to create a small business out of a creative idea. The ideas come easily to me, and the creative can flow, but then there’s the tactical challenges of time, cash flow, equipment, studio space that can create stress and take away from the creative process.
For me, time is my biggest obstacle as I’ve always worked full-time and personally make most of my product – while also trying to keep my site updated and covering all the details of shipping and customer service.
Then, there’s the continual mental challenges of putting your work out there, second-guessing your designs, applying to highly competitive craft shows and standing in front of your work hoping people will appreciate it the way you do. It’s been a good learning experience!
We’d love to hear more about your business.
Dovetails and Darts is a Danish Modern inspired furniture and homewares shop currently specializing in wood, clay and acrylic. I like to describe my work as a balance of hard and soft, both in material and in design. With my love for vintage detailing and the notion of joining different materials and aesthetics, Dovetails and Darts is an art project that keeps evolving.
I’m most proud of the evolution of materials and design and hope to keep trying new things. We’re still very small, but one unique thing we specialize in is Danish Cord – a mid-century weaving technique using a 3-ply paper cord that’s handwoven into a seat.
While very tedious and detailed, it adds a nice warmth and vintage feel to our furniture pieces. All wood pieces are handmade using domestic hardwoods and sustainable materials in our small studio in South Park.
Is our city a good place to do what you do?
San Diego is a great city. I especially love the culture of North/South Park, Normal Heights area. Mixing urban concrete shops and restaurants with the greenery of Balboa Park and the South Park Canyons, and the beach being a close drive away. It’s an inspiring city to relax and develop ideas.
However, from a business perspective, it can be tough for a handmade product. While people respond to the aesthetic and process, overall they don’t value the time and cost of it when compared to larger cities like LA or SF. I find the most inspiration from the San Francisco pop-ups I do and the best response to my work in LA.
As a city, I think we can try to develop a better art community in San Diego and hopefully draw more like-minded people that appreciate and are willing to pay for unique, quality products. More affordable retail and studio spaces (like I once had in Barrio Logan, but it got shut down due to codes or construction), and awareness of the art community or events down here.
Pricing:
- Handmade Furniture – $550 – $1200
- Homewares – $35 – 120
- Paintings – $75-125
Contact Info:
- Website: https://www.dovetailsanddarts.com
- Email: kelly@dovetailsanddarts.com
- Instagram: @dovetailsanddarts
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