The quarantine has been hard on all of us. Some have used it as a way to get closer with family, while others have started new hobbies to pass the time. Ten-year-old Evie Levindofske (or Earmoji) has made a business. What started out as a birthday gift for her grandmother in August has become a full-on endeavor.
“We were actually going to make earrings for my grandmother for her birthday,” Levindofske said. “We were thinking since she was a teacher when she was young, I was thinking making apples, pens and like a pencil. We got all the supplies for it and we said this is a really fun, let’s keep doing more and that’s how this all originated.”
Evie, like most entrepreneurs, took an idea or project and made it into a reality. She went from making earrings into being a keychain artist. Some of the keychain designs have been Star Wars, cat and Halloween themed. She also does custom orders for those who are interested. Evie charges $10 for her template and customs, takes the money she makes and donates a certain amount to different charities. An example would be the Redwood Food Bank or the garden at University Elementary School.
“I’ve done more than just the Star Wars, cats and Halloween themes,” Levindofske said. “When we did our first charity to the food bank, I did tacos with faces, and for the garden charity, I did bees and one that didn’t make it on the list was roses.”
Evie also said she’s hoping to expand to hairclips to complement her keychains. She also hopes to possibly donate some of her money to firefighters as she appreciates the work they’ve done, as well as women empowerment.
Most successful entrepreneurs have a business partner, or at least someone who might pitch the idea to them. That person for Evie was her mother, Aimee.
“It was kind of both our ideas,” A. Levindofske said. “She was doing it and I asked, Hey, do you want to sell these and donate money.” “So, I asked her before and she was into it, so we said try it and see what we can do.”
For this project Aimee has the perfect skills, as she’s a graphic designer and works in Social Media Management for a couple of businesses in Rohnert Park.
“I made her logo,” A. Levindofske said. “It was a nice project for me too, considering we are stuck at home and it teaches her to kind of think outside yourself.”
An example is Evie figuring out how much Redwood Credit Union charges per dollar and using that to strive towards making a certain amount of money.
Just like Evie, Aimee sees her business continuing over the next couple of years. She said her daughter wants to evolve from keychains. Aimee mentioned necklaces, hairclips and bookmarks. “The reason she did keychains is because boys don’t really wear earrings, so she wanted to be able to market herself to everyone,” A. Levindofske said.
Though Earmoji started in July, the business is already picking up steam. Aimee stated that three of Evie’s classmates want to help out her business. This means Aimee has to have a business meeting with four ten-year-olds. During the meeting she breaks down the fundraisers, how much everything costs and the actual profit margin at the end.
“I told them because of how much everything costs to produce, that you will only make two dollars out of it,” A. Levindofske said.
When asked how Earmoji will get more exposure, Aimee said it won’t be easy. She will continue to promote on Facebook and at Evie’s school. Right now, it’s difficult with distance learning. Aimee is working weekends at a winery so it’s not easy for her to think of new fundraisers “Facebook has gone really good,” A. Levindofske said. “Being able to sell them at the school is also great. We sold some at the school supplies pickup/Farmers Market.”
The Farmers Market was a success, as Evie was able to give $300 out of her $600 made to her school’s garden Tuesday afternoon.
Though she’s not sure how long Earmoji will continue, Evie was excited about the prospect of expanding her business and continuing it after quarantine.
Knowing how Cotati and Rohnert Park love supporting small businesses and entrepreneurs, it wouldn’t be a surprise to see Evie become well-known throughout the community and be able to rake in more money for charity. With everything happening in the world right now, it’s great that someone like Evie is doing good for herself and community.