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Meet Juliette Fedoroff of Valley Girl Pin Co. in Northridge

Today we’d like to introduce you to Juliette Fedoroff.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I started collecting pins about four years ago after seeing pins of the characters of That 70s Show. I was amazed at the fact that just a few lines in such a small pin could capture the characters’ faces and expressions, even though there was so little detail. I continued collecting and was thinking of my own pin ideas the entire time. I decided to start my own pin company after writing down my ideas for two years, but I wanted to make the company more personal. I decided to make my brand focused on Los Angeles, my hometown. I was born and raised in the valley, and it’s my favorite place in the world! I didn’t want my pins to only be California-themed because I wanted to share my designs with a larger audience. Instead, I use my Instagram account to feature photos of my beautiful hometown while also sharing my artwork with the world!

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Starting the company has definitely been a long, hard road. I started the company a little more than a year ago, so we’re definitely still new to the pin game. I’ve gone to expos and tradeshows, but I’ve found that pin collectors are typically more interested in designs they recognize like I did with the That 70s Show pins, so it’s been pretty difficult to build a following for my original designs. My biggest break was when I was selected as a featured artist by Brat Box, one of the largest and most successful pin/patch subscription boxes. It’s so humbling to know that people really do like my designs, even if the road to get them out in the world has been long and difficult.

We’d love to hear more about your business.
Valley Girl Pin Co. creates cute, colorful, and quality pins for cute, colorful, and quality people! We design, manufacture, and sell original pins and patches. Unlike many pin shops, all of our designs are original and drawn by hand! We also feature images of all of the amazing and hidden spots in Los Angeles on our Instagram, so when you follow us, you experience Los Angeles as if you’re an LA native yourself.

What were you like growing up?
I come from a very artistic family; my dad is a musician and my older sister is a professional portrait artist. Growing up, I never thought of myself as an artist because my goofy designs couldn’t compare to my sister’s photo-realistic work. I was also a really happy, goofy kid so it never got me down. Now as an adult, I can understand that there are a million different ways to create, and all art is valid!


  • Pins are $10 each, free shipping!
  • A promo code for the readers! Code: SFV10 for 10% off

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