An Interview With Kathleen Ostrom, Owner and Designer at Leen Jean Studios

Business + Finance

An Interview With Kathleen Ostrom, Owner and Designer at Leen Jean Studios

In a world of never-ending technological advancement, it may seem that working with paper and pen is almost outdated. But it most certainly is not! Just ask Kathleen Ostrom, the owner and designer of a paper goods company based out of Virginia called Leen Jean Studios. She spends her days putting her hand-made, handwritten stamp on anything from custom invitations and notes, to prints and digital designs.

Kathleen has always appreciated the beauty of stationary, but it wasn’t until college that she really honed her artistic skills. Encouragement from family led her to start her own business and while it often required staying up into the early morning just to get her work done, the ultimate fulfillment has been all worth it. Now Kathleen enjoys an office full of sunlight and a flexible schedule, which allows her the freedom to enjoy every aspect of what she does—and finally getting some much-needed and -deserved sleep!

The ability to create work that positively affects those around her (think: wedding invitations, custom children’s artwork) makes Kathleen feel privileged to do what she does. To say that she values her clients as much as she values her art would be an understatement. And it shows!

Her Starting Point

When did you first realize you were passionate about stationery and calligraphy? What first steps did you take to hone your skills and turn your passion into a career?

I remember even at a very young age noticing different textures in papers and different fonts on a page, but it wasn’t until college that I really learned how to apply that in a design environment. I worked hard in class and I was fortunate to have great internships and real world experiences that helped to prepare me for my future. After college is when I really started to form the vision and dream for a stationery company and when I started to take a serious interest in calligraphy as well. (Although, I have always appreciated and loved elegant handwriting.)

How did your role as art director at Prototype Advertising prepare you for your career as an entrepreneur? What skills and lessons did you pick up during your time there that you still use today?

I learned so much in my time at Prototype. From the obvious of honing my craft and design skills, to understanding how to advertise small businesses, to seeing what it’s like to operate as a small business—and so much more.

One of the biggest takeaways for me, though, was that my time there really cultivated my ability to communicate with others. I’ve become a braver person. My superiors, my peers, my team and my clients all needed me to articulate goals, visions and game plans. I had to learn how to lead others by communicating a clear purpose and giving them a plan to execute. I had to equip them to succeed, too. I stepped away from my time at Prototype feeling emboldened to have a voice.

What first sparked the idea for Leen Jean Studios? What, or who, inspired you to turn your dreams into reality and take the plunge into life as an entrepreneur?

I think my whole life has led me to this point, even though I may not have always realized it. My parents always allowed me to dream and be artistic. My mom let me paint my bedroom walls however I wanted (even when they were terrible color choices), and in the subtlest ways she nurtured my creative side. I think back to so many ways she encouraged that, and I am so thankful for her. My dad I owe just as much to for encouraging me and challenging me to be the best version of myself.

As for the person that inspired me to really go for Leen Jean Studios, that would be my husband, Andrew. We’ve been together since high school and he has always believed in me and has been a steady stream of motivation and support. My company would not exist without his unwavering confidence in me.

What were some of the very first things you did when establishing Leen Jean Studios as a business? How did you get the ball rolling during those early days?

I set up booths in vendor expos to gain exposure locally, and I created a website to act as my online portfolio and landing for any curious and potential clients.

Until just recently, I have been able to run my business while still working a full-time job. While it definitely has been challenging—beyond anything I imagined—I think it was a very important step for me. When I was having the hardest of days at work and had to come home and work well into the night morning, it made me question, “Why am I doing this?” And my answer was and is because it’s what I was made to do, and I love it. Having that perspective has helped me stay focused.

Her Big Break

How do you make sure that the Leen Jean Studios name is out there and that people know about it? How do you ensure that it’s getting the exposure it needs as a business?

Honestly, Leen Jean Studios has grown quite organically. I truly enjoy what I do, and for me, Leen Jean Studios is a reflection of who I am as a person. I value people and stories, and I want others to see that in my work. I try to take advantage of opportunities to work with different vendors in the industry and make sure it’s a positive experience to work with me.

Another thing that is important is identifying the target audience and finding the best ways to reach them—being proactive in this is a must!

When did you first realize that your company was getting noticed in a big way? Can you remember the exact moment when you felt like you were finally receiving recognition for all of your hard work?

I don’t necessarily have one moment that I remember, nor do I really think I’ve “made it.” (I have so much more in mind for Leen Jean!) But I would say the moments that I remember the most and that I treasure are when I get to work on something that has a greater purpose than myself. For example, creating artwork for parents who are putting something in their child’s room—a wish, a prayer, a declaration of love for their child. Or being able to design wedding invitations for one of the most memorable days of a couples’ life! Even just knowing someone bought one of my cards to encourage and celebrate someone else. That’s so beautiful to me. It’s overwhelming and such an honor to be able to do that.

You recently held a calligraphy workshop for those interested in learning the art. What steps did you take to develop and create the class? What do you love about helping others improve their calligraphy skills?

Teaching was great for me because it took me back to the basics, too! I had to think back to what it was like to not know anything about calligraphy. From there I figured out what I wanted others to learn right away based on what I learned the hard way through trial-and-error. I also made class material for each student to have a good base to go from. I enjoyed being able to share something I love so much with others. It was fun to see how each student improved, even just during our time together, and to see each of their own styles start to emerge.

What strategies do you use when working with clients to create a custom product? How do you make sure that the client’s vision and your vision merge together seamlessly?

If someone is coming to me for a custom piece, the key is communication. I want to hear about things they like or don’t like, if they have any specific vision or color scheme for the piece. Really, I want to know as much up front as I can so I’m not being ignorant to what they are looking for. Sure, they are coming to me because I am the professional, but really, it’s their voice and I am just trying to amplify it.

From there, I work with each of my clients to make sure that what I am creating is what they had in mind. If I have to do something over, so be it. I want them to cherish it instead of always wishing they had said something about some little detail that bothers them. With that though, it is important for me to determine up front if a potential client is the right fit for me. I have a certain style to my work that not everyone is looking for, and that is okay.

Her Perspective

What’s your favorite part about owning your own business? What are some of the pros and cons?

My favorite part about owning my business is that I get to create art that is “me.” I have so many ideas in store and I am so excited about where Leen Jean is going!

Pros:

I absolutely love that my office is full of sunlight
I can go on a walk if I need to
All of what I do is something I believe in and support 100%
I can blast the music as loud as my heart desires
My schedule is flexible to the rest of my life

Cons:

It’s harder to be disciplined when you are your own boss
Menial tasks are not really what I want to spend my time doing, but no one else is going to do it for me! (for now…)
It’s hard to turn “off” business mode

How do you make sure that you stand out from the competition? What do you think gives your business that unique, one-of-a-kind edge?

One quote I live my life by: “Comparison is the thief of joy,” by Theodore Roosevelt. This captures what I try to remember as I am working. It’s important (for multiple reasons) to not get too focused on what others are doing. Instead, I take pride in the artwork I create, I treat others with respect and act as though it’s an honor to do work for them, because it is.

In our digital age, it must be so refreshing to work with an actual sheet of paper and a pen! What’s your favorite part about working with the mediums that you use? What do you think makes receiving a hand-written note so special and intimate?

I get lost in my work—as in, hours can go by without notice. It’s so intriguing to me, and there is always more to learn. As for hand-written notes, there is something so amazing about the value in writing a note, and also opening one. This past year my grandmother passed away, and one of the things I was given of hers was a gift she and my grandpa had received at least 50 years ago. The box still has the original wrapping paper and inside, along with the gift (a hand-sewn bedspread), I found the original card. It was a Christmas present from a friend, who shared how thankful she and her husband were for my grandparents’ friendship. She went on to outline how long she spent making the gift, (292 days) and how the amount of thread she used for the gift was almost the exact distance between their houses (33,150 feet). How thoughtful and incredible is that? A hand-written note is so cherished that one would have kept it safely stored for decades. A hand-written note tells a story and leaves a legacy.

And finally, what do you wake up looking forward to? What’s next for your career?

Ha! There are so many things to wake up looking forward to. I mean, coffee, for one. But in all seriousness, I enjoy life and I am so thankful for the opportunity I have to really go for this. I have a lot of ideas for new product and ways to grow Leen Jean Studios, and I am really excited about where it’s going. You will certainly be seeing more of me around!