Career Girls: Lucky Dog Leather's Lucia Gerbino

Many of us fantasize about having our own business, where you get to be the head creative and marketer. Recently I caught up with Lucia Gerbino, who many of you may also know as Cathy DeBuono’s smart ass camera operator for "What's Your Problem.” Her day job is runningLucky Dog Leather, where she makes custom leather goods. I asked Lucia the what, when and how of her business and marketing as she celebrates the anniversary of her second year in business.

Where did you grow up?

My dad worked for Pan Am, so we were all over the place - I was born in Japan, then we lived several years in Guam.

 Did you grow up with a creative bent?

Yes, I was always making something pretty or making pretty things. In high school I took every art class, then joined the theatre where I made sets for the school productions. I don’t consider myself a fine artist, but more of a craftsperson. I like to make stuff more than draw or paint stuff.

I’ve known you do crafty things over the years- from tiling, to custom books. How did you discover the business of leather goods?

While I creatively loved the tiling business, I found it hard to make a living and physically taxing. I wanted to make something marketable and a business that could sustain me.

Several years ago, I had a friend who worked for a leather company. I went to work there as an apprentice to get some understanding of how the pieces are made. Initially I viewed it as a fun outlet to make gifts for others and basics for myself. Shortly into my time there, the owner offered me a job, which lasted several years. I learned invaluable information about running a business, from sourcing suppliers, to marketing and cash flow. One thing led to another and I unexpectedly had a new craft.

How did Lucky Dog come about?

I started Lucky Dog Leather while working for the leather company. Initially offered only hand painted dog collars so as not to compete with them. The storeowner eventually moved out of state and closed her doors, so it opened the opportunity for me to expand my line to include people products. After about a year, it was going well enough to be my sole business.

What is your top seller?

The Special Edition X Weave belt (pictured above). People love Lucky Dog Leather because in addition to cool design, I also offer customizable colors, combinations and materials. So if you get to almost build your own piece.

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How do you reach customers? Do you do tradeshows or festivals?

I don’t plan to put my money toward tradeshows in this weird economy, but I will have a big presence at Dinah Shore this spring, both in a booth and in the fashion show. Gay pride festivals are also a lucrative opportunity to sell cuffs and belts. I did try selling at the Reno Air Show last year, and my booth was like the Bermuda Triangle! You have to know your customer and those attendees were mostly older men, who had no interest in something decorative. They only wanted functional. I do well with the younger, hipper audiences (that’s why the gays love her).

My main way of marketing is by having people wear my stuff. I probably give away as many tanks as I’ve sold. Luckily I have some famous friends that act as my guinea pigs and try out all my stuff. They also wear my tanks to photo shoots and press events, which helps get Lucky Dog noticed.

What’s the most challenging part of having your business?

Balancing the creative with management is the biggest challenge. And it’s the stuff that’s just about the business, like keeping records, doing taxes, dealing with vendors and supply ordering. It’s hard to switch back and forth between those two personalities.

Do you pay attention to trends or do you just design what you like?
I have to pay attention to trends. Lesbian style I can somewhat gage from being in that community, but I have had to open up my creative line to others who know the pulse of various other demographics. For example, my neighbor is an incredibly girly straight girl who is always suggesting modifications that will sell in more mainstream outlets. She had me make my belt smaller to be worn empress style (just under the breasts). While it looked like a torture device to me, you’ll notice girls are wearing them everywhere, so I’m making them!

Where do you see Lucky Dog going? Do you want distribution or a storefront?

I don’t want my own storefront. I like the web business, although I do plan to market and distribute through other retailers. Currently I’m adding custom rings, baseball hats and custom cast and vintage belt buckles to my line up.

You mentioned celebs above. Who wears your stuff?

Cathy DeBuono, who has more belts than anyone in the world.  Jill Bennett and the cast of the Internet show 3Way. Also Marnie Alton of Exes and Oh's wears a Lucky Dog Leather bracelet all the time and Suzanne Westenhoefer has a couple of my bracelets, although I think her wife actually wears them more even more than Suzanne.

Do you have a GF?

No, but I’m certainly open to it!  Hmmm…ladies?!!

Lucia is hooking up readers with a 10% discount on your entire Lucky Dog purchase through the end of February. Check out her goods at www.luckydogleather.com and apply the discount code: shewired.