Monica Mueller ’13
Monica Mueller ’13 had a Big Idea. She wanted to start a nonprofit that would improve children’s lives through creativity, a plan she pitched during the 2013 Big Idea competition at Colorado College.
“We didn’t win, which lit a fire in me to prove them wrong about my concept,” Monica said via email from her home base in San Francisco.
That “fire” spurred Monica and her best friend, Bryn Merrell, to buy one-way tickets to South America. The travel buddies, who met during high school in Arizona, soon found an organization in need of their talents and passion.
Volunteering with Fundacion Arte del Mundo (Art of the World Foundation) in Baños, Ecuador, solidified their mission to empower children through art education and creativity, especially when they realized the foundation’s need for donations.
The experience taught Monica and Bryn that their reach — and dream — would go farther if they worked directly with artists and artisans from around the world to spotlight their wares and connect them with potential buyers. They partnered with organizations already working with South America’s most isolated people, some of whom don’t speak Spanish, much less English.
Artful Venture (www.artfulventure.com) was born during their yearlong backpacking trip throughout the continent.
The company’s current stable includes weavers in a Peruvian village, jewelers in Argentina and Peru, and a leatherworker in Ecuador.
“All of our artists were found quite serendipitously,” Monica said, whether through friends, tiny shops on hidden streets, or art fairs. “We specifically look for unique artists who have a strong voice and story to communicate through their pieces.”
Their main product line features colorful woven straps that can be used for yoga, cameras, and guitars.
During the 2014-15 holidays, 100 percent of purchases went to Fundacion Arte del Mundo to support art education. Usually, the foundation receives 5 percent of proceeds.
Monica also credits Artful Venture’s success to her bookshelves full of business books, plus “an insane amount” of advice available on podcasts and blogs. They also received a boost from the Pollination Project, which gives $1,000 grants to projects fostering compassion throughout the world.
Her economics major and fine arts minor have helped greatly with the business, but she credits her extracurricular activities at CC for her website design, photography, and marketing skills.
Equally important: the mental readiness for post-college life.
“CC prepared me to maximize my time by focusing intensely to solve one challenge at a time. … My experience at CC allowed me to be 100 percent myself. Through a bit of introspection during this time, I was able to determine where I truly wanted to go in life based on my passion to empower artists and improve the education system through creativity.”
The Block Plan’s intense focus prepared her for her day job at a tech startup (she returned to the United States in March 2014), but her heart and spare time still belong to Artful Venture.
Their plans include a buying trip to Guatemala this spring, and possibly another one throughout South America next year. Eventually, Monica and Bryn envision a flagship store showcasing unique creations and the stories behind them.
“We plan to have a space where our customers can experience everything as art — whether it is the coffee they drink, the cup itself, or the chair they sit in. By creating a consciousness around the creator of each good, we aim to shift the mentality around consumerism and deepen the value of art in all forms.”
Along the way, they’ve learned patience, but Monica also emphasizes another lesson:
“Figure out why you want to create a venture and let the rest take form. Even if your idea isn’t fully developed, a strong dedication to a mission will get you through the tough times and inevitably give you the flexibility to pivot to something that will be great.”
The most rewarding thing about Artful Venture?
“We live in a world where it is rare to get the full background story of any product you consume. Therefore, by connecting our customers with the story of each artist, it empowers both the artist and the consumer.”
