THE INTERVIEW
Written by Boston Women’s Market & Fern Nickel
BWM: Can you tell us a bit about what led you to begin your journey with your business? Was there an aha! Moment?
Fern Nickel: Cozy Sassy Things started with something simple: making greeting cards. I needed a way to shut down my brain and calm my anxiety, and working with my hands has always been my escape. I realized I loved creating things that could make people smile, feel seen, or laugh when they needed it most.
BWM: For many women starting out in the entrepreneurial world, there can be a lot of self-doubt. Do you have any personal stories about how you conquered self-doubt? What guidance would you give to others?
Fern: Oh, I’m the queen of imposter syndrome, and for me at least I don’t think self-doubt ever completely disappears.
But what has been working for me is focusing on the positive. Like, what if in the end it all works out?! That has literally been my mantra from day one.
And for days that I question my ideas or designs (because we all do, it’s ok) I remind myself that it’s okay to not be perfect, and that the reason I’m doing all of this is to connect with people who share that weird brain cell with me, and find small joys in life.
BWM: A mentor can play an integral role in someone’s career progression and personal growth. Did you have a mentor that influenced where you are today?
Fern: I haven’t had one specific mentor who influenced my journey, but I’ve been lucky to meet so many wonderful people along the way. One thing I’ve learned is that people are often much more willing to help than we expect. I’ve met fellow small business owners at different markets who genuinely want to see others succeed, and who are happy to share advice, experiences, and encouragement.
I also want to give a special shout-out to BWM and the community of women I’ve connected with through it. Having a network of women who understand the challenges of running a small business, cheer each other on, and share what they’ve learned has been incredibly valuable. It has reminded me that we don’t have to figure everything out on our own, and that sometimes the best mentors are the people we meet along the way.
“Experiment, try new things, and allow yourself to explore without the pressure of finding your one big passion. You don’t need to have it all figured out to get started! And it’s okay to change your mind or path during the way.”
BWM: Many women begin their small business journey as a way to seek fulfillment they may not be getting in their 9-5 job. Others aren't sure where to begin and need help "digging deeper" to find what it is that fills their cup. What are some steps someone can take today to begin that journey of discovery?
Fern: Oh I love this question! As someone who has changed paths a handful of times I want to start by saying that the number one thing is to accept that what makes us happy can change over time - and that’s okay.
Start by paying attention to what makes you lose track of time, what you naturally gravitate toward, and what you’d love to do more of. Just as importantly, figure out what you don’t like! Sometimes, knowing what doesn’t fulfill you is just as valuable as discovering what does.
Experiment, try new things, and allow yourself to explore without the pressure of finding your one big passion. You don’t need to have it all figured out to get started! And it’s okay to change your mind or path during the way.
BWM: We think the stories of failure are just as important as the stories of success. Can you talk about a time that you failed in an entrepreneurial venture or objective? How did you face and overcome this failure? What was the lesson learned?
Fern: I think one of my biggest mistakes was believing my products had to appeal to everyone. So in the beginning I sometimes created things I thought people would like, even when they didn’t necessarily reflect my own style or personality.
I might make a sale, sure. But I felt empty about it…
I’ve learned that I don’t need to appeal to everyone; I need to find my people. By staying true to my own taste, humor, and creative vision, I’ll attract customers who genuinely connect with what I do. And just as importantly, I’ll continue to enjoy what I do because I’m creating things I love.
BWM: Do you have a favorite moment so far with your business? Where you really felt like you were on the right path?
Fern: One of my favorite things is seeing people connect with something I've created. When someone picks up something I made, laughs at the message, or says, "This is so me!" it reminds me why I started in the first place.
I want Cozy Sassy Things to be more than just stationery and gifts. I want people to find something that makes them feel understood, whether it's a sweet little reminder that someone cares or a sarcastic message that makes them laugh on a bad day. Those moments remind me that even the smallest things can make someone's day a little better.
BWM: How have you continued to manage the growth of your business while also finding time and ways to invest in yourself?
Fern: I've been learning that being busy isn't necessarily the same as being productive. I make a point of setting aside time for self-care, whether that's getting a massage, reading a book for pleasure, or simply taking time to recharge. I want to grow my business, but I also want to enjoy the life I'm building alongside it!
BWM: From one small business owner to another, what is your favorite go-to business tool or resource you can recommend to our community?
Fern: One resource I’d recommend is the City of Boston’s Office of Small Business. They offer some really great resources and workshops to help entrepreneurs navigate the business side of things. As creatives, we often focus so much on making our products that figuring out the business side can feel overwhelming, so having access to these resources is incredibly valuable! It’s actually because of one of their events that I connected with Boston Woman’s Market.
For the creative side, I use Canva and Procreate to bring my ideas to life, and Instagram and Pinterest for inspiration, marketing, and connecting with my audience. There are so many tools available to help small business owners, and my advice is to find the ones that work for you and make your life a little easier!
BWM: What is your go-to Podcast or book of the moment?
Fern: I just finished rereading ACOTAR while waiting for the next releases, and I can also talk for days about anything Fourth Wing related. Other than that, if it’s smut or has morally gray characters, there’s a very good chance I’ll be reading it.
I tend to read more for pleasure than for learning, so I’m not usually reaching for traditional business or academic books. I prefer things that inspire me creatively or help me reflect on life.
Steal Like an Artist by Austin Kleon is one of my favorites for creative inspiration, and Happier by Tal Ben-Shahar is a great resource for personal growth and learning to be more intentional about happiness.
