Amy Rees Celebrates Solidarity With Personality Plates

Hi, Amy! Please share a brief introduction about yourself and your business:

Hi, I’m Amy. Women are at the heart of Personality Plates because I could not have gotten through my difficult divorces and heartbreak without my friends and chosen sisters. I couldn’t have raised my daughters as the strong, independent young ladies they are today without the help and support of the other women in my life. As an only child, I’ve always chosen to surround myself with like-minded and supportive women — my chosen sisters. In a market where serve ware seldom speaks to the depth of women’s experiences and connections, my products bridge that gap, making every gathering a celebration of female solidarity and individuality. The Personality Plates brand goes beyond mere tableware; each collection is a genuine response to life’s trials and a testament to the strength found in women. Personality Plates’ mission is to foster a community of support and empowerment, and help women share their stories; all while committing to supporting women in need.

What an empowering mission! Who are your customers?

Anyone looking for a unique gift for the special women in their life. Whether it’s a hostess or shower gift, a birthday or Mother’s Day gift, or just a way to say ‘you are important to me and I appreciate our friendship’. Also, it’s a nice gift for women to buy themselves if they host a lot of ladies’ nights, dinner parties, or book clubs, etc.

What was your background prior to starting your own business?

I graduated with a BS in Communications with a major in TV Production and Journalism. I started my career at CNN in Atlanta. Years later I moved into a variety of business development roles including software and finance. I became a SAHM after having my first child and didn’t go back to work until my divorce about 12 years ago. At that time, I went back into Biz Dev and Marketing, working in the HR and Staffing industry for a while, as well as a tech start-up and then most recently, advertising sales.

Quite the impressive resume! What made you take the leap to start your own business?

That’s an interesting question. I think I’d have to say it was a matter of timing. I had been hand-building pottery for many years (started in the mid-90s during my first failed marriage), and the Personality Plates, then called Face Plates, over time morphed into the version they are today. I kept so many of my original plates that there are boxes of them stored on my porch. After spending a few years looking into mass-producing them, it felt like a daunting task as the process was time-consuming and looked too costly. I was working full-time and raising my daughters as a single mom. Then, in 2019 I had a new husband, and we became a dual-income family. My daughters were entering college, and then COVID hit. I was working for NCM selling movie theater advertising at the time and so there was no way to make any money. My husband reminded me that my neighbor and friend was a fractional COO who handled product development and sourcing… I showed her the plates and voila… the Personality Plates brand was born!

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

We were coming out of COVID so I felt really good about getting into e-commerce. I did the research and saw the numbers so I was excited to launch my online store and Etsy shop. I started growing my social media accounts and did a lot of networking online, adding in-person once that opened up. Unfortunately, by the time the first collection actually arrived and everything was up and running (2022) we began heading into a downward trend in retail sales. It seems that everyone coming out of COVID was taking international trips, family trips, etc. and spending money on those things. Then we hit this hike in daily expenses — gas and food prices going up, etc. A lot of my peers who had retired early were going BACK to work because all of a sudden they didn’t have enough to be retired. So sales are definitely lower than I had originally planned.

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

My biggest challenge has been getting my products seen nationally. I did great at the beginning but if I look at my numbers a large percentage of my customers and followers are local. I am self-funded, so I don’t have the budget to invest in real advertising. I have learned not to spend too much time trying to get individual sales, or selling into individual boutiques, but to focus on the bigger picture — trying to get into online and physical stores that have a bigger national audience.

What accomplishment are the most proud of to date in your business?

I think the fact that my very own hand-build and hand-painted plates are being manufactured and sold nationally is my biggest accomplishment. Just the fact that I did it!

Do you have any recent wins from the last year that you’d like to celebrate with our community?

I do! My products were selected by 1800 Flowers to be sold in their online marketplace. Also, two different Atlanta TV stations featured me and my plates on the news.

What’s next for your business? What can we expect to see over the next few years?

I would love to grow the product line and collections. My goal is to create additional collections that will give back to a variety of non-profits like the Sisters in Pink which gives back to breast cancer awareness through the G.A.A.B.C. My hope is to also have collections that feature other cultures and ethnicities by collaborating with other artists.

What is your top productivity tip? 

Co-working and collaborating! Working with other entrepreneurs to collaborate on ideas and projects (or sometimes just to co-work) keeps me focused, builds my confidence, and drives my energy level.

What is your approach to work-life balance / integration?

My business comes from my heart so it doesn’t always feel like work. But when I see myself working for too many days or hours, or not putting down the phone, I try to schedule something with a friend to get out of the house. Sometimes I’ll stop what I’m doing and take a day with my daughter. I also take walks with my husband. But I do find myself going down rabbit holes for marketing or professional growth.

Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family:

I have grown daughters but as a single mom, we developed a special relationship and they still communicate with me often. The youngest moved back home after graduating college as she’s dealing with some health issues. That said, I sometimes have to ignore a call or text to finish what I’m working on or doing. Often, if I know I’m busy, I’ll give a text heads up that I’m unavailable for the day. Setting expectations is a great piece of advice for moms of kids of any age.

What is your favorite business tool or solution and why?

Canva without a doubt is my favorite tool. It’s made me love doing my own graphics and has made sales presentations and social media posts very easy and fun for me.

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