This week we’re featuring one of our favorite Feel Good Foundations alum, Amy from Overseasoned! Learn more about how she made running her small business a full-time job and how she stays connected with her community through food, books, feminism, and music.
Tell us about yourself!
Hi! I am Amy, the founder of Overseasoned, a retail brand inspired by food and feminism. Back in the winter of 2017 I wanted to make a product that resonated with the resistance movement and I came up with Smash the Garlic and the Patriarchy. I started printing it on tea towels and tote bags and then people wanted to wear it. Since then the puns keep coming and I love designing other food related artwork with a feminist slant- some of my others being Ice Cream for Reproductive Justice and Cabernet and Equal Pay. I also love collecting cookbooks and sprinkles and I spend most of my free time either cooking, eating or thinking about food.
Before we dive into Overseasoned, I’m dying to know your big 3 (Sun, Moon, Rising) and how you think they show up in your work/personality✨
Leo, Sagittarius, Libra. I am an action driven double fire sign and proud of it! I’m bubbly and optimistic and I bring that into my business always.
So what were you doing before you started Overseasoned?
Before I started my business I had a slew of corporate jobs including roles in HR and marketing at small to large tech companies. I also spent time working in restaurants and all pockets of the hospitality industry.
How long have you been in business?
5 years now.
What is your proudest moment so far as an indie retailer?
Oh my goodness, I have so many little proud moments every day. I think often about how special it is that I created products and an entire brand from nothing and that I get to work on that every day. I built my dream job for myself and I am incredibly proud of that. But a huge proud moment for me was hitting a quarter million in annual sales last year. (Editor’s note: HELL YESSSSSS!!!! 🎉) The little side hustle version of myself that started this business 5 years never saw that coming and I feel really emotional even saying this right now!
Do you have a team or are you doing it all yourself?
No team yet, but expanding my reach by hiring employees is my number one goal for this year. I hit unbelievable numbers last year but I have reached the absolute limit of what I can do on my own. It’s something I am thinking about all the time and I am working on making happen soon. Also it’s SO much more fun to share in the joy and struggles with others.
What is the thing that keeps you up at night?
The cursed social media algorithms!
How do you connect with your customers and community? 💖
Outside of when customers share stories with me about how they used certain products, who they gifted it to etc, I love to connect with them about food, books, feminism and music. I do this mostly via Instagram where I liked to share my reading lists, what I am cooking or baking, where I am dining out and what I am listening to. I’m clearly obsessed with food and that is a huge way that I connect with my community beyond the transaction in my store.
Where do you see your business in the future? Give us the big dream, baby!
My dream is to have a brick and mortar space that is part shop, part restaurant/bakery. It will be a space where I can sell and house my products but also a place where I will stock other fun brands. I also bake for the general public on special commissions right now so having a food space where I can do that and also sell other delicious treats is the absolute dream. I also love to gather my community by hosting my own events or creating a space for others to commune so I would love to see it as a connective space.
What’s one habit you have that keeps you feeling good?
No social media after 7 pm. as much as it is part of our lives as entrepreneurs, I like my “real world” life more than my “digital” life 🙂
We don’t like to pick favorites, but what’s your favorite thing in your shop right now and why?
I love the Hot Girls Eat Bread tee because I am beyond sick of diet culture and fatphobia and I just want to erase the body toxicity we’ve been fed as women for the last million decades.
Listening to Wet Leg’s new album, Watching Julia on HBO, Reading One Italian Summer, Eating New City Microcreamery’s Salty Oreo Ice cream, Drinking any Rose or orange wine, obsessed with Lizzo’s tiktok (it’s the only tiktok we need in my opinion)
Where can people find, follow and support you?
Anything else you’d like to plug / promote? (no shame!)
In this workshop you'll define what your dream community, learn to nurture your casual connections to ride-or-die community members, and get our must-have checklists + tech tools.