Today we’d like to introduce you to Natalie De Ranieri.
Hi Natalie, please kick things off for us with an introduction to yourself and your story.
I was born in San Francisco. I was raised in SF and the Peninsula. I attended Catholic school from Kindergarten through High School, and then went to San Jose State for college. I wanted to become a nurse but I was intimidated by the impacted program and competition. My high school sweetheart came back into my life when I was at San Jose State. We decided to elope and a short time later, we had Gemma.
I started my business when I had my first daughter 14 years ago. I was looking for a creative outlet and I wanted to learn how to sew. I learned how to sew from a fashion designer, who took me under her wing ,and introduced me to the fashion and art world. I had the idea to make stylish bicycle helmet covers. It was really fun, but they were hard to sell. I did a craft fair in Oakland and I only sold two helmet covers. I realized that I was spending more money sewing the covers than I was making actually selling them. I became pregnant again with our second daughter. Their dad was a preschool teacher at the time and we lived in a studio. I had to come up with a way to make money for our family. He also decided that he wanted to become a doctor and started the process of studying for the MCAT. He was taking all of their prerequisites to apply for medical school. He also got a master’s in public health during this time. It was an overwhelming time in our life and I knew that I needed to try something different to create an income and channel my artistic energy.
I grew up working for my family business in San Francisco called A. Silvestri company. My grandparents came from Italy and started a statuary business. Our store had been in business since 1956.
We have a factory where we manufacture concrete pieces and a showroom where sell concrete garden decor, pizza ovens, patio furniture, and Italian ceramic pieces. Growing up in such a creative family business probably is what contributed to my story. I was always placed in a sales or customer service role, but never involved with the creative side of designing and manufacturing. I was exposed to a variety of clientele at a young age. I learned how to navigate difficult sales and how to interact with all types of people. I enjoy sales and it comes naturally to me.
I yearned for more after my grandfather passed away and I became very passionate about designing. My aunt asked me to come and help her at the factory and I was really excited to be where everything is made out of concrete. There was Mold Maker there and I could ask him questions. I was able to help name the “new fountains” that came in from the Sculptor. Because manufacturing and mold-making has typically been a male dominated field, especially in our family business, I was often confined to the office space. Anyone who knows me, knows that I despise sitting at a desk or computer. I wanted to be outside with the guys doing the hands on :dirty” work that they did. When it became clear that my creative energy was not well received at the factory, I decided to branch out on my own.
This fueled the beginning of Urban Concrete SF. I took a mold-making class at the crucible in Oakland. This gave me the basic fundamentals of how to make a silicone mold. Then I asked my mom and our Mold Maker at the factory 1 million questions to understand how it worked.
I also picked the brain of the supply store Douglas and Sturgis employees in San Francisco to help me with each mold. I made my first mold of a skull and a candle holder. Once those were successful, I started making molds very quickly and coming up with new ideas. My mom gave me a corner section of the store to showcase my art. I became obsessed with Acapulco chairs but was unsuccessful at finding a quality vendor. My mom connected me with someone she saw in a magazine and I immediately had my vendor for beautiful outdoor furniture.
My husband went to medical school. He commuted to Vallejo from Burlingame and I was working taking care of Gemma and Giada and running my own side business at the same time. After he graduated from medical school he had to match for residency and it happened to be Loma Linda California. I was devastated to leave the Bay Area and leave my business for three years. Little did I know, that this would make my business even better. I did not like Loma Linda as it was a very religious and sleepy town with no art. I found Redlands and I signed up for the art Street fair. For some reason, people did not buy things there and it was not worth my time but it was fun and it was a start. This area just wasn’t a good match for me and I always wanted to go to Palm Springs and sign up for the street fair there which was 45 minutes away. I couldn’t figure out how I could do the street fair with two little kids that I had to pick up from school and a husband working around the clock at the hospital for his residency.
Covid hit, and I stayed with my mom in Oakley and made masks. This was really fun to do with my daughters and my mom. The news actually came to our house and interviewed us. I had a lot of fabric from my helmet cover business and I had leftover elastic and thread. I think my dad gave me the idea to make the masks. That was a success and my daughters helped with packing and shipping and making. We got so many orders on Etsy that my daughter installed the app on her phone and she would scream when we got another order.
After Covid, we went back to Southern California and drove through Antelope Canyon to see the super bloom, one of our favorite things to do. That’s when I decided to sign up for the Palm Springs Street Fair. Also, I met Jeremy and Neil from PS homeboys because they carry the same patio furniture that I did and then Maker connected us. They needed to pick up chairs for their store from my house in Loma Linda and they sold my art and that’s how we became friends. They introduced me to the Palm Springs style and culture.
Palm Springs really boosted my confidence. My booth had a new attitude with pink painted breezeblocks, an umbrella with fringe and a disco ball. I had bubbles and music too. I also made many connections in downtown Los Angeles and have my art at Floral Lab Design. I hosted a pop-up booth at Grand Central Station selling my clothing and art. I moved back to San Francisco and had my third child, Isla Blue. She was born in September and now I have three girls. Although I am home with a baby, I keep my schedule open for my daughters. I continue to make art and learn. I do the best that I can. My mom and coworker Laura have held down the fort at Urban Concrete. I make pieces at home and I bring them to the store. My mom, dad and sister have really supported me throughout my artistic journey.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
This has not been easy to do with children. I had postpartum depression after my two older children. Making and selling my art has been a rewarding experience. The reaction and feedback I get from people gives me life. It helps me continue to grow and alleviate my stress. I really funnel my heart into what I do. Not only does it help me, it helps those retrieving my art and it helps me provide for my children. I don’t think I will ever stop making art, it is a huge part of my life. I’ve met so many cool people because of it and it’s never disappointed me. I have a newborn now and it’s very challenging to have the time to work on my things but I’m being gentle with myself and knowing that she’s only a newborn once, she is my priority. But, I do have to say that it keeps me and my mind busy from going into dark places. It gives me something to be excited about, something to look forward to, something I can do at home while watching my baby in my free time. I am so thankful for this gift that I have to offer. I can’t wait to see where it takes me next.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I work with concrete, plaster, resin, fabric, and I crochet! I never stop learning and creating!
What’s next?
My goal is to open my own store in Palm Springs and Los Angeles and move there!
Pricing:
- $5 and up
Contact Info:
- Website: www.urbanconcretesf.com
- Instagram: @urbanconcretesf
- Facebook: urban concrete sf
Image Credits
Nicole Lilles hair and makeup @isabel.lilles and photo @nicolelilles Natasha @healersedition
