An Interview With Nicole Farb, CEO and Co-founder of Darby Smart

Business + Finance

An Interview With Nicole Farb, CEO and Co-founder of Darby Smart

Although our team is just as Pinterest-obsessed as the next group of gals, we also are no stranger to the buzz kill that, unfortunately, often comes with it. You, too, are probably familiar with the disappointment of attempting to recreate projects at home only to be left with less than stellar results. Well, this was precisely the problem that Nicole Farb, 33, sought to fix! As CEO and co-founder of the San Francisco-based startup Darby Smart, Nicole works each day to allow us crafting newbies to connect with the Internet’s most talented crop of DIY designers.

Creating Darby Smart was no easy feat, though. In fact, Nicole found that successfully blending her love for DIY and technology came only after a series of misguided steps post-grad. Luckily, brief stints working in broadcast journalism, PR and education eventually lead her to the University of Chicago’s MBA program, where Nicole was introduced to the creatively stimulating process of starting a new business.

Today, Darby Smart not only helps Nicole feel as though she is helping people improve their lives through the art of crafting, but also allows her to showcase the often-unsung brilliance of designers all over the world. With 75 kits featured on the site so far, Nicole’s relentless hard work will continue to inspire people around the world, allowing us all to realize our own innate do-it-yourself capabilities, and ultimately, the creativity within.

Her Starting Point

Many people find the transition between college and “real life” a bit daunting. Can you tell us about your journey between the two? What was your first job out of college?

I sure did! I graduated college with the dream of becoming a broadcast journalist. I learned pretty quickly that I had completely romanticized that career and then I felt lost. Then, I sort of dabbled. I started writing for a Surf Magazine and then did PR for an LA Fashion Company. I didn't really love either and felt sort of soul-less.

So, I stopped and decided to become a teacher for the Broad Foundation. I taught high school English for two years and lovedit. But, I missed building something, so I went back to school to look for other doors. That's where I really sorted out my direction.

You’ve been through a lot of schooling! Can you tell us about the most beneficial class you ever took? Are there any you wish you had taken? Any you wish you hadn’t.

Wow. Great question. Absolutely, the best class was New Venture Challenge at the University of Chicago. You applied to be the in class and went through a business plan competition with a team. The class was so incredible that I actually took it twice (second year for no credit). It really forced you to think about how to launch a business, to pick a place to start and just go for it. A class I wish I had never taken—senior year P.E.

We adore the concept behind your brand Darby Smart, which allows anyone from the average ‘Jane’ to the most expert of crafters to enjoy thoughtfully curated do-it-yourself projects. Where did the idea come from?

Thank you! The idea for Darby Smart actually came from my frustration in crafting—I'm the Jane. I wondered why the images on Pinterest looked gorgeous and my crafts looked like the work of a four-year-old (no offense four-year-olds!). I figured there had to be a better way to connect those hyper creative people with the Janes of the world and to put that online so that people could experience a new way to discover and buy craft supplies and projects.

Can you tell us a little bit about the company culture of Darby Smart?

We all love DIY, technology and the intersection of the two. On any given day, you’ll find us doing things like wood burning iPhone chargers or making marquee signs with LEDs. We're scrappy. We like finding crafty (pardon the pun) ways of getting things done. We're data driven. We like using numbers to understand our world better and to improve it for our designers and makers.

We want to delight everyone who touches the Darby Smart brand and care deeply about that.

Her Big Break

How do you define success? Was there a particular moment when you felt like your career had turned the corner?

I think I'll feel successful when I've made a big impact. When I can look back and say "what I worked on touched and improved the lives of people."

Who is the ideal Darby Smart consumer?

She's someone who loves style and being part of it. She has unique taste and perspective. She's not afraid to express herself. She often loves to bake! The Darby Smart crafting concept is similar because you're starting with a set of ingredients and creating something you love. She has fun and appreciates being someone who knows how to create her own amazing time.

Where do you get your ideas for the kits? How do you keep up with what’s new in terms of creative demand?

Our ideas come from our designers. We have over 500 designers and they submit kit designs. It's incredibly cool because we have designers that range from 14 to 70 years old and span the world—from Iowa to Brazil!

How do you stay organized? What tools/resources do you utilize (ie. iPhone, apps, etc.)? What skills are essential to do your job well?

Toughie! I can't say that I’m great at it. I rely heavily on my iPhone and Gmail. I love spreadsheets (dorky, I know!) and use that to collect my thoughts and organize plans around them. I have quite a few favorite apps—Evernote being a top one.

Her Perspective

Work hours can be stressful. How do you keep yourself balanced throughout the day? Are there any routines that get you jazzed for the day?

You're right, they can be. I try to stay focused and to not bounce from task to task. I tend to get stressed when I’m not making progress. If I need to take a break, we have a big luxury here at Darby Smart—the craft lab! So, I'll get up and make something or test a new supply. That's total Zen.

What, if anything, do you wish you had known before you entered this industry?

Oh, so much. I’m not even sure what I wish I knew yet. I’m learning every day.

Translating passion into a career is tough. What advice would you give to women trying to figure this out?

It's very tough and I think it takes confidence in yourself. If you're not passionate about your career, how can you make a change? It might be a small one or it might be a total overhaul. I think it starts with believing that you are intelligent and valuable and, if you’re not putting your intelligence towards something that you believe in or are passionate about, then you owe it to the world to make a change. You won't contribute to positive impact if you're not passionate.

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

I look forward to coming to Darby Smart! I love seeing the new ideas from our designers and the photos from our users when they've completed a project. We've launched 75 kit designs on Darby Smart to date, and I look forward to having hundreds of thousands, so that everyone can explore creativity!