Episode Overview
Starting your own brand is the dream for many – but it’s not a walk in the park. In this episode of the SFF podcast, Sofia Luzon recalls the late nights of sewing, packing & shipping, talking with suppliers, and more sewing for her lingerie brand. Not only was it overwhelming, but it took 5 years of dedicated work for Sofia to even pay herself – and even that was less than minimum wage!
(Here’s the quick written version of starting a brand vs freelancing: which is more profitable?)
Then, after attending our Freelance Week last year and learning from some of my free resources, Sofia decided to dip her toes into the world of fashion freelancing. After creating a portfolio, an account on Upwork, and working up the courage to start pitching, she had her first client in just 10 days. Not only is she in complete control of her work life, but she is consulting for brands and hasn’t been without a project since.
Listen to this episode to learn how Sofia started her career, and you might want to rethink your journey in starting a brand. Plus, get tips on how Sofia found clients, sent pitches, and gained confidence to have a sustainable income as a fashion freelancer.
Episode Highlights
Introduction and Guest Overview
- Heidi introduces Sofia Luzon, a lingerie designer who transitioned from owning her own brand to working as a successful freelancer.
- They discuss the realities of running a fashion brand versus freelancing.
Initial Struggles with Her Brand
- Sofia ran her lingerie brand for five years but struggled to pay herself a sustainable salary.
- She highlights the intense workload and financial instability that came with running a brand solo.
Transition to Freelancing
- Overwhelmed by the brand workload and prompted by the pandemic, Sofia explored freelancing after being inspired by Heidi’s Freelance Week content.
- She committed to giving freelancing a real shot.
Starting as a Freelancer
- Sofia created a portfolio and set up an Upwork profile.
- She set a high hourly rate from the start to filter out low-quality clients and attract serious opportunities.
Securing the First Clients
- Within a week, Sofia landed her first freelance client through Upwork.
- This early win built her confidence, and she also worked on self-directed projects to enhance her portfolio.
Upwork Experience
- Sofia describes her Upwork experience as largely positive, helping her understand client needs and gain confidence.
- She notes the high platform fees as a downside but found the exposure and momentum worthwhile.
Comparison of Freelancing and Running a Brand
- Freelancing has brought Sofia more financial stability and a better work-life balance.
- She values the flexibility and freedom it gives her, including the ability to travel.
Future Aspirations and Challenges
- Sofia is now focused on pitching to established brands beyond Upwork.
- She’s excited about current projects but acknowledges her fear around cold-pitching.
The Reality of Freelancing
- She challenges the misconception that freelancing isn’t a “real job,” pointing out that it can offer more stability and fulfillment than traditional roles.
Conclusion and Contact Information
- Sofia shares her website and Instagram for listeners to connect and follow her work.
- Heidi wraps up by celebrating Sofia’s freelance journey and growth.
Key Questions and Responses
1. What inspired you to pursue freelancing beyond or in addition to running your own lingerie brand?
- Sofia explained that the pandemic played a role, but she was also feeling overwhelmed by doing everything by herself for her brand. She wanted to keep things personal and small-scale, but the workload was too much. Freelancing offered a second source of income and the opportunity to focus on tasks she enjoyed more.
2. Can you talk about the realities behind the financial side of having your own brand?
- Sofia shared that the financial realities were hard. For the first two years, she didn’t pay herself at all, and even after that, her salary was below the minimum wage, making it unsustainable, especially living in Sweden where the cost of living is high.
3. What made you think freelancing was a good supplemental source of income for you?
- Sofia was inspired by a freelancing week hosted by the podcast’s host, Heidi. After watching the training videos and reading blog posts, she was intrigued by freelancing’s potential to allow her to do what she enjoyed most while earning money from it.
4. What steps did you take to get started with freelancing?
- Sofia set up a profile on Upwork and crafted a portfolio using both real and self-directed projects. Within seven to ten days, she landed her first client. She focused on making sure her proposals were customized and appealing to potential clients and maintained a high hourly rate to filter out less serious clients.
5. What was your experience in getting those first few projects, particularly starting from zero?
- Sofia expressed that she was terrified but determined. She landed her first project within a week or ten days by carefully selecting who to send proposals to and making sure they were well-crafted. Her confidence grew as she successfully completed projects and received positive reviews.
6. What has been the financial impact of freelancing compared to running your own brand?
- Sofia stated that freelancing was financially much better. She now has a stable income without the same worry and uncertainty that came with her brand, and she enjoys the freedom of knowing what she earns is for herself.
7. What are the benefits of the freelancing lifestyle that you’ve experienced?
- Sofia enjoys the freedom and flexibility of freelancing, such as being able to schedule her workday how she likes, taking holidays, and visiting her family without the constant worry and pressure she had from her brand. She finds the freelance lifestyle overall more fulfilling and manageable.
About Sofia
Sofia is a designer and patternmaker specializing in lingerie and corsetry. Based in Sweden, she is an Art History graduate that has always been passionate about making things. After some self-directed learning and a vocational class, she created her own brand in 2018. Recently, Sofia has been focusing more on freelancing for small lingerie and swimwear brands, as well as teaching and consulting for brands.
Loved this episode? Don’t miss these other episodes featuring freelancing and brands:
- SFF129: How this designer freelanced while starting her fashion brand
- SFD113: How to fund your fashion brand with a freelancing career
Resources & People Mentioned
- Free resources for SFF Podcast listeners!
- Check out Sofia’s website
- Follow Sofia on Instagram
- Connect on LinkedIn
- Want to work with Sofia? Email atelier [at] sofia [dash] luzon [dot] com