Perri Salka
Photo Credit: Richard Wojcicki
Age || 32
Company Name || The WonderMart
Job Title || Owner/Operator
Years Living In New York || 15
Social Handles || @thewondermart
Company Website|| The WonderMart
What did you want to be while growing up?
Like any child, I had certain fantastical ideas about what I wanted to be, but to be honest I’ve never really had set career goals in mind for myself. I knew that I had artistic abilities but never really had the drive to become the next Picasso or something of the like; still I wound up getting a BFA degree from The School of Visual Arts. In taking stock of my life path, I could have never imagined in a million years I would be where I am today, career wise, and that’s a good thing! New York has a funny way of either throwing you immediately in the fast lane or forgetting about you—I think I have experienced a little bit of both over the years.
What’s the best piece of advice you were given when you were starting The WonderMart?
Take breaks and drink water. Remembering to actively participate in a self-care routine while you are building a business is one of the hardest parts!
What made you interested in starting The WonderMart?
I had the idea for about 5 years before I took the plunge and started the business. Originally I wanted to create The WonderMart as a way to help out my artistic/maker friends and be a platform for them to push their careers forward. After having an inspiring chat with a dear friend back in October of 2018, I decided that it wasn’t simply all about my friends circle, but that I could affect change within the maker community at large. This was an extreme ah-ha moment for me and literally the next day, I LLC’d and formed my business. I never looked back.
How do you choose which artisans to include in your store?
My personal taste and vision for The WonderMart is what ultimately guides my decision as to whose applications to accept or deny. It’s truly a gut reaction—I know pretty immediately whether someone's work is right for my business. In the beginning, with no street cred, I had to go after makers whose work I thought was brilliant, by DM-ing them on Instagram with a business pitch, a hope, and a prayer. Turns out what I am doing is quite attractive to the maker community and within one month I had 25 artisans enrolled and inventory started piling up in the corners of my living room. It was exhilarating, and at times overwhelming, because I truly had no idea it would take off the way it did in the beginning. Now I don’t even have to advertise for makers to apply. They come to me organically and are so enthusiastic about what I am building. It’s one of the most rewarding parts of the job. To date we have 34 incredible members on our roster from all across New York State and 98% of them are women!
GioGio Designs; Port Jefferson, NY; Laser cut home decor | Photo Credit: Richard Wojcicki
How did your background help you launch The WonderMart?
My work background is primarily in the hospitality industry. I spent 14 years (from age 14 to 28) working in New York City restaurants. That experience has helped me develop some serious interpersonal skills, the ability to multitask like a ninja, and constantly iterate and problem solve. Currently, I work a full-time job as an office manager at a multidisciplinary design firm in the Lower East Side and run The WonderMart behind the scenes. I am truly happiest when I am busy, so the idea of launching my business while working a day job was a no brainer for me.
How do you define success?
From day one I have defined success as my ability to create something from nothing and to keep my sanity while doing it. I know there will be peaks and valleys along this journey and I can’t wait to experience every single one of them.
What makes the artisans featured by The WonderMart unique?
One of the core foundations of my business is that I believe the future is LOCAL. The WonderMart is unique in that we exclusively represent makers that live and work in New York State. This allows us to affect change and benefit the economy at a truly “hyper local” level.
What is the most important thing you’ve learned since starting out?
Self-care is the most important part of building a business. If you don’t have that on lock down, then it's like a domino effect...you lose sleep, you lose focus, you lose business. Now I am not claiming to have perfected my self-care routine by any means, but it’s something that my husband is constantly reminding me to keep top of mind, so I am trying hard, for the both of us, to prioritize both my physical and mental well-being as I work to grow my business.
What is your go-to motivational quote?
“I have done all that I can do today.” This might not sound motivational to some, but it keeps me sane, and sanity is a big part of motivation.
Hester's Studio; Kerhonkson, NY; Functional Stoneware | Photo Credit: Richard Wojcicki
Do you have a personal motto?
“Live your life” is a pretty big one for me. Too often people pigeon hole themselves into careers and relationships that society has defined as good or normal or right. Life is too short to be living by other people’s rules and expectations and I certainly would have never taken the risks I did to start my business if I stayed on the straight and narrow.
Which women inspire you?
There is no greater inspiration than the badass women I call my friends and those that have raised me. My grandmother (“Nana”) Norma is my biggest cheerleader, my confidant and truly someone I would call my hero. She is the reason why I have cruised up the Erie Canal, visited our National Parks, and rode a horse across the Wyoming prairie land. She introduced me to all of New York’s art and cultural institutions and instilled in me the notion that if I work hard enough I can make magic happen. In general, I am very lucky to have women in my life that I can get real with, daydream with, and learn from. They inspire and motivate me every day to keep growing and live my truth.
How do you overcome moments of self-doubt?
Just pausing and taking a breath is a big one. Talking it out in moments of frustration also helps! I also try not to set unrealistic expectations for myself which helps to keep the self-doubt in check.
How do you stay motivated working for yourself?
There is no greater motivation than the joy of creating something from nothing and seeing it succeed. I know this sounds corny but when you are truly doing what you love, it doesn’t feel like work.
How do you handle situations where you feel overwhelmed?
I suffer from anxiety on a daily basis so knowing how to handle myself when feeling overwhelmed is something I am constantly working on, within and outside of my business. Just like how I handle moments of self-doubt, simply pausing and taking a breath can be one of the simplest and most effective ways to quell your inner demons.
The Farmers Touch; Highland, NY; Organic handmade skincare | Courtesy of The WonderMart
What has been the most rewarding thing since starting out?
My business sells goods on consignment and since I started selling in June of 2019, I have sold 507 handmade items. Sending checks to my makers for items sold will forever remain the most rewarding part of my business!
What advice would you give to other women trying to enter your field?
If you have an idea, chances are, with a little extra brainstorming and some solid friends to bounce your ideas off of, you too can start a business seemingly overnight. You’ll always encounter people in your life that tell you it’s too risky, but nothing ever gets done by sitting still. My business is a true testament to what can be done if you simply believe in yourself enough to take the risk. Once you do, the universe has a funny way of rewarding you.
What are some of your goals moving forward for The WonderMart?
In 2020, my main goal is to increase sales to The WonderMart online shop. It’s the newest leg of my business and the most difficult to grow. I am self-taught in all aspects of running my business so taking the time to attend business/marketing seminars and industry meet-ups will be an important next step for my success.
This interview has been lightly edited and condensed for clarity.