Making the leap of leaving full-time employment gave Sook Lee the freedom to become a successful freelancer and, eventually, an entrepreneur. After a long career working as a professional graphic designer for various companies, Lee relocated to Murietta, California, and decided to work as a full-time freelance designer.
In addition to her freelance work, Lee also sought out opportunities to design unique gifts for friends and family. She established her side business, Vona Gifts, in 2021. Now, Vona Gifts employs a staff of 12, producing up to 100 orders a day.
We talked with Lee about the products that helped her launch her online store, the production tools she relies on most, and what’s next for this creative entrepreneur.
Q: First, tell us about your path to starting Vona Gifts. What steps did you take?
Sook Lee: I earned a graphic communications degree and worked for 15 years as a professional graphic designer. My experience spans diverse organizations, including marketing firms, in-house design teams, and branding companies. Upon relocating to California, I made the deliberate shift to embrace full-time freelance design work.
During this transition, I actively sought out opportunities for creative endeavors. I began selling digital cards, graphic assets, and personally-designed business cards and wine labels. In 2021, during the challenging times brought about by the pandemic, I seized the opportunity to embark on a new venture: Vona Gifts.
My passion for designing and crafting unique gifts for friends and family has always been a source of joy for me. I recognized that many people share the desire to give gifts that are meaningful, distinctive, and can bring joy and comfort to their loved ones on any occasion. This realization inspired me to start offering a curated selection of gifts, making it accessible for everyone to find perfect, heartfelt gifts for friends and family.
We started Vona Gifts from home and, in 2023, moved our operations to an industrial warehouse. Sookylee.com is my personal portfolio website, where I showcase the skills I’ve acquired over the course of my professional career as a designer.
Q: At what point did you decide to bring in direct printing with a UV printer?
Initially, my sole tools were my computer and a home-based laser printer. I began selling custom labels on Etsy, featuring my original designs. Then, a friend who also ran a small business introduced me to her newly acquired UV printer. She shared the exciting potential of printing directly on a wide range of products for resale. This prompted me to explore various mediums and products that could be created using a UV printer.
In the beginning, we outsourced our production to my friend’s shop, but our business rapidly expanded and, within a few months, we made the decision to invest in our own machine and take full control of our production.
Q: How you decided to purchase, which printer did you choose? What factors were most important to you?
I opted for a Roland DG UV printer because I was seeking a trustworthy brand with a local dealership offering excellent customer support. Furthermore, after my initial visit to the dealer for a demo, I loved the high quality of the output. The dealer also highlighted that the LEF2 series UV printers had the lowest incidence of issues in the market.
After the first year of operating the shop, we found that a single printer couldn’t manage our production demands effectively. Acquiring a second printer became essential, as it not only allowed us to streamline our production, but also provided peace of mind by serving as a backup in case one of the printers was in need of service.
Having two LEF2-300 UV printers has significantly enhanced our ability to print multiple items simultaneously to meet product demand. Their performance has been outstanding! In the rare instance that we encounter a problem, our dealer provides exceptional support, and we are able to swiftly resolve the issue.
Q: What types of items are you printing on your UV printers?
Our main focus is printing on items such as photo plaques, keychains, magnets, ornaments, and signs. We work primarily with acrylic and wood substrates. We use UV gloss ink to provide extra protection on keychains.
Q: How about color management? Are you able to accurately print photos and graphics?
Our color accuracy is quite precise. Customers typically provide us with RGB photos, which we then convert to CMYK. In a few cases, this conversion may result in some minor color shifts, but they are not typically too pronounced.
In fact, our most popular products include photo plaques designed for pets, couples, families, and friends. Additionally, our small business product line, which includes QR code signs, has been gaining popularity recently.
Q: How do you reach your clients?
Currently, our sole sales channel is through vonagifts.etsy.com, where we sell directly to consumers. On occasion, we do receive B2B opportunities, and we have plans to expand our business to collaborate with more B2B clients in the future. We currently ship our products to all 50 states as well as Canada.
Q: Please take us through a typical Vona Gifts order.
We receive orders through vonagifts.etsy.com, and our standard processing time is usually three to four business days from start to finish. Upon receiving all necessary information from the customer, including photos and personalization details, we follow a detailed process. This involves creating the template, proofreading, printing, conducting quality control and cleaning, and finally, packaging the product for shipping.
During the off-season, we typically process up to 100 orders a day, and that number tends to increase during the busy holiday season.
Q: Why do you think your clients choose Vona Gifts?
Our design, outstanding quality, and great customer service are the top reasons our customers choose Vona Gifts. We take pride in our original, modern, and aesthetically pleasing designs. Our goal is to craft one-of-a-kind gifts that leave a lasting impression, and we are committed to ensuring that our designs stand the test of time.
Q: What lies ahead for your businesses?
Our commitment is to consistently offer our customers unique and memorable gift products. We plan to achieve this by expanding our product lines and consistently delivering top-notch designs, all while upholding the highest standards of quality.
Also, we aspire to connect with small and medium-sized businesses seeking improved solutions for their growth. Our aim is to offer a comprehensive range of services, including signage, promotional and marketing materials, corporate gifts, and more, to support their business expansion needs.
We are a compact yet highly adaptable team of creators, and our potential extends far beyond our current product lines. We are committed to consistently crafting distinctive, unforgettable gifts, and we aspire to keep pushing boundaries and expanding our offerings.
