‘Done Is Better Than Perfect’ Proves It’s a Winner’s Slogan

Alexandra Ferguson started small on etsy.com but now it's her full-time career.

Alexandra Ferguson started small on etsy.com but now it’s her full-time career. She has more ideas in the pipeline and at least one already in production.  (Photo: Brooklyn Artisan Photo Pool)

INSPIRED BY  Bruce Campbell’s report, yesterday another Brooklyn Artisan team visited the design show at The Factory Floor (Industry City, 241 37th Street in Sunset Park, just across from Costco), and there encountered Alexandra Ferguson, about whom we’d written earlier. Hers  would easily win a “Cheeriest Booth” award, with its colorful pillows enticingly arranged. You could almost hear the mental clicks of recognition as visitors to the show read them, nudged their companions, pointing out favorites to each other.

As Alexandra has recounted in her blog, she started her business in 2009 just about on a whim and a dime, posting on etsy.com a few pillows she’d made and expected to give friends as surprises. Business plan? Nada. Capitalization? Ditto. “Done is Better Than Perfect” was her slogan.

Sales were great, so she added more designs—sticking to environmentally friendly materials, of course—and her business grew and grew until it became her full-time livelihood. She moved it out of her apartment and into Mom’s garage in Westchester.

Alexandra Ferguson: The Business has taken another great leap upward, Alexandra (the person) says. Last summer she had four people working for her, but now to keep up with fall and holiday demand, she has added nine more employees. Her office and production space? Right here in Industry City. She moved it back to Brooklyn in July of this year. There are new product ideas, too. A makeup case, for instance.

Brooklyn Artisan had to ask: Where did she get her mantra? From Sheryl Sandberg, the author of Lean In, Alexandra said. And yes, we couldn’t resist; we told the story of originating the “Done is better than perfect” saying at Redbook magazine in 1979. You can read that backstory here.

Until we were starting Brooklyn Artisan, we had no idea the quote had gone viral. Cool.

Anne Mollegen Smith is editor and publisher of brookyn-artisan.net, and is a former editor-in-chief of Redbook, Working Woman, McCall’s, and the Art of Simple Living. 

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