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Meet Edana Haines of Mustardstripe in Culver City

Today we’d like to introduce you to Edana Haines.

Edana, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Mustardstripe started as a result of wanting a creative outlet outside of my 9-to-5 job working as a fashion designer for Target in Minneapolis, MN. Freelance projects were the perfect way to earn a little cash while serving as a distraction from the intense, sub-zero winters. Plus, I’ve always enjoyed the creative expression and tediousness that comes with the graphic design, typography and layout territory, so it was a great way to challenge myself personally and professionally.

After a year, the freelance momentum grew, however, Mustardstripe was never intended to be a full-fledged business. Therefore, I decided to forgo taking on additional projects because I was in the process of planning my own wedding. As a non-traditional bride and creative, I wasn’t satisfied with any stationary or invitation options I could find in the market because I wanted something unique that represented who we were as a couple. So, I took it upon myself to design something truly custom and personal that encompassed the city, venue and people that would be celebrating with us. Our stationary pieces even included my mom’s and mother-in-law’s handwriting.

A few weeks later, I posted a “sneak peek” of our invites online and immediately had people reaching out asking where I purchased them. From there, I started getting messages, inquiries and referrals from family, friends and friends-of-friends, asking if I could create something unique for their wedding, event or business. That was when I realized I had something special that differentiated my process and product. Shortly after, I filed for a business license.

It was in those early years that I also discovered the importance of creating meaningful relationships. In doing this, I became more passionate about my designs because I saw and felt the emotion and connection behind the idea or concepts. Since then, I’ve continually pushed myself into product categories I hadn’t ever considered.

Most recently, I’ve found a niche in the real estate and optometry worlds, both of which are unfortunately under-serviced from a design standpoint. This unexpected, unanticipated niche is something that makes me excited for Mustardstripe’s future.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Running a business is exhausting. I grew up with parents who owned a small business and it baffles me how they did it while raising three kids and working full time. This road has been a constant learning curve filled with bumps, unanticipated situations and lots of problem-solving. I’ve had to learn and adapt along the way, especially when it comes to the non-creative aspect of running a business, which is overwhelming in itself.

Because I am my own boss, it can be hard to separate personal and professional priorities, especially when it comes to finding balance. I’ve spent countless weeknights working past 2am and entire weekends dedicated to tight deadlines and quick-turn projects. Thankfully, my husband is a great support system and is always there to offer an ear or bring me a glass of wine when he knows stress is high.

Alright – so let’s talk business. Tell us about Mustardstripe – what should we know?
Mustardstripe is an approachable branding and design agency that specializes in offering a unique and custom experience specifically catered to each client and their visions. We’re most proud of being able to listen to our client’s ideas and then translating those ideas into a meaningful and impactful design, logo, marketing material or invitation.

What sets us apart is our ability to bring custom ideas into the every day. When clients work with us, we cater options specifically to their budget and offer up creative solutions to maximize their ideas, getting the most out of their investment.

Is there a characteristic or quality that you feel is essential to success?
Listening is key. Collaboration and taking our client’s ideas to heart gives us the ability to understand their passion and translate that into a visual representation of that passion.

Contact Info:

Image Credit:

JOE & JEN PHOTOGRAPHY – Haines Wedding 1, JOE & JEN PHOTOGRAPHY – Haines Wedding 2, MANDY FORD PHOTOGRAPHY – Spring Shoot, EDANA HAINES – Cookie Do NYC, SARA CAMPBELL PHOTOGRAPHY – Crimson Lane Shoot 1, SARA CAMPBELL PHOTOGRAPHY – Shannon Bday 2, MANDY FORD PHOTOGRAPHY – Ohio Fall Shoot 1, STYLE & STORY – Amanda Recker Wedding
Personal photo – Lauren W Photography

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