The COVID-19 pandemic has turned our world upside down, with small businesses being hit especially hard. This is a pivotal time for SMBs, and the way they respond to the pressure will determine how their business runs for years to come. Many companies are taking this difficult situation and turning it into an opportunity. In our Positive Pivots series, we’re diving deeper into what these innovative businesses have done, and what lies beneath the surface to produce this kind of creativity and resilience.

This week we spoke with Tara Reed, Founder and CEO of Tara Reed Designs, to learn about her company’s response to the pandemic and how innovating her products is keeping her business afloat, and most importantly, helping to curb the spread of disease.

What is Tara Reed Designs?

I am a solopreneur, an artist who creates designs in my home studio in Portland, Oregon. Tara Reed Designs is my small business. I create themed collections of art that I license to retailers and manufacturers worldwide to use on their products. My prints are on a myriad of items from coffee mugs to framed art, dishes, garden flags, gift bags, and fabric.

Most recently I have been working on a new lodge-themed quilting fabric collection called Send Me to the Woods, which showed in October. I was planning to attend Quilt Market, an international trade show, in May to debut additional fabric that will be released this summer and fall. But life can be unpredictable and my big plans were halted with the rise of COVID-19.

How did you respond to changes due to COVID-19 at your company?

My Send Me to the Woods sample fabric arrived on Friday, March 20 — the same day the state of Oregon encouraged residents to stay home and practice social distancing. I realized a lot of my customers wouldn’t be creating new products and therefore wouldn’t be looking for my new designs. But a friend of mine had seen a local hospital requesting fabric masks on the news — I didn’t think that kind of request could be real! After some research, I found they were looking for people like me to make masks out of high quality cotton fabric — something I had just received plenty of.

After watching a few videos to learn how to make masks, I wrote up easy to follow, step-by-step directions, complete with how-to photos so anyone else who also had the means could help. I spread the word about the need and how to fulfil it with my instructions on my blog, website, and social media. 1800 people have downloaded the instructions and are making a difference.

After looking (and writing) up how to make masks, I got to work! I had fabric, experience, and the elastic material used for face masks.

The only spool I could find was 288 yards — I definitely didn’t think I would ever use that much! While I could only make so many masks myself, my community of other artists and sewists could help. Many of my friends in the industry were having trouble finding elastic so I sent them some of mine at no cost. The goal was to get the supplies to anyone with the machines and willingness to help.

Has your supply chain been affected? How are you dealing with it?

As the effort grew, I ran out of elastic. The typical supply chain for elastic was being overrun so I started looking elsewhere and found plenty on AliExpress — so I ordered a few spools with the intention to keep giving it away.

Once my community found out about the elastic effort, I started receiving donations. Everyone was helping in their own way — giving money for logistics (stamps), matching the resources and the need (elastic and artists), and doing the labor (making the masks).

How do you think the pivot you made in response to COVID-19 will have a long-term impact on your business?

I consider this a temporary pivot of my business. I’ve decided not to sell masks and am grateful that I’m in a position to make that choice. I’m very committed to doing my part sewing and donating masks as well as materials so that artists like myself can do what we can during this crazy time.

But I do think this stronger community and agility will continue to play a part in my business in the future. By thinking outside the box, pivoting quickly, and working together, we are making a bigger difference than ever before.

I did however make masks from each of the 21 prints in my fabric line since I still needed to let people know it was out in the world and ready for their projects!

What is your best general advice for other businesses out there during this time?

I never imagined my fabrics would turn into face masks, but I’m still happy that my art is bringing some joy to people in a time when it’s so needed. To date, I have personally sewn over 200 masks and donated enough elastic for others to make another 2,000 more. This is proof that one person or one small business can truly make a difference when they put their mind (and heart) to it! I encourage all business owners to think outside of the box during this difficult time, because sometimes great achievements come during the most difficult times.

Learn more about Tara Reed Designs and find my free pattern if you want to make your own face masks at TaraReed.com.