Voss Babe Female Entrepreneur Series – Owner of Lace and Twig, Catharine Ferri

For many entrepreneurs and small businesses, social media can be an absolute game-changer! All it takes is one viral post and a business can suddenly take off.

At Like A Voss Social Media, we’re highlighting local businesses and entrepreneurs who are killing the online game. This week’s spotlight is on the owner of Lace and Twig, Catherine Ferri!

Lace and Twig is a business that was born out of wit, creativity, science, and obviously…some lace and twigs (I started making hair fascinators and selling them on Etsy).  What started out as an opportunity to pursue some stay-at-home wealth, has become a forum for all the things that I want to say out loud. Lace and Twig is my stage for self-expression and friend-dating-platform all in one.  It has become a gauge for assessing who people are…just by how they react to these little pieces of art.

Our CEO Mandi interviewed Catharine about her secret to success in business and in life. We also got some awesome insights into what they think makes social media such an effective tool in business.

A Little Bit About Being a Female Entrepreneur 

1: How long have you been in business? 

I have been in business for 5.  Hilarious. Years.

2: What made you decide to walk away from academics and start Lace and Twig?  

Walk away from academics? Who told you that? I have been telling people that academics walked away from me. Seriously…an academic path is one that requires some travel…and I am kind of a sucker for hanging out with my kids.

3: What do you love most about being a female entrepreneur?

I love that it is a limitless pursuit. Absolutely no one (and nothing) is stopping me from success.

4: What is the hardest thing you have had to overcome as a female entrepreneur? Something you did not foresee when you decided to become a maker and sell your creations?

I used to feel that what I was creating had to be something special and attract the interest of everyone. My thought was; if my product isn’t selling, it is because it is not a good product. It took me so long to understand that anything can be sold…it is about finding a market that it is suited for. I have since based almost all of my creations on what people want…rather than what I have felt the whim to create. This is an important distinction between art and business.

5: What is one thing about working in the maker industry that people would be surprised to learn?   

I strive to make my business like Disney World. Disney World is successful because they make the entire experience amazing from the moment parents and children enter into the park, to the moment when they leave and plan their next vacation. Customization, communication and customer service are wildly important…and they are a focus for me with the way I want to grow my business and the way I view businesses that I interact with.

And Now Onto The Social Media Questions!

6: Do you have a favorite social media platform? Why?  


Pictures are the most captivating way to attract a customer…and I love that several pins are laid out on a screen that can be scrolled (rather than one at a time, like Instagram and Facebook).

7: What made you decide to start using social media as a way to promote your company?  

I follow several other businesses….and those that are most successful have a strong presence on Instagram, FB, and Pinterest. There is no one platform that leads to success – it is a combination of platforms that’s required to maximize your exposure.

8: How has social media impacted your business? Would you say that it’s an effective marketing tool?  

Incredibly effective!! Clicks from all social media platforms impact one’s rank in google and the combination seems to gain momentum with more interaction.  The more posts the better (but I always try to limit to one post a day on FB and Instagram – otherwise it can get annoying).

9: What advice would you give to other businesses and entrepreneurs who want to use social media as a way to connect with customers? 

Good photography. Create eye-catching pins and posts. Post consistently and frequently. Be patient…sometimes a post can take 6 months to get traction.

A Little More About Catherine

I think it is hilarious when I meet new people and they ask me what I do…the response is always the same.  People perceive my business as a flippant fad and quickly become more entranced with my academic background. The ironic thing is…when I was a scientist, I worked so hard to create an impact in my field and stand out from other scientists – but I didn’t really succeed. Conversely, it is comical that a f(heart)cking funny phrase on a mug can have such a substantial reach and affect so many people. I am proud that I have become a person who can make people laugh. To me, this far outweighs what I did or what I would have been able to accomplish as a scientist.  Long live funny mugs, bitches.

Connect with Catherine


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Do you know a female entrepreneur who loves social media as much as we do? Contact us today – we’d love to tell her story!


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