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Mixing Family & Business: The Story of Gingiber’s Growth with Angie Classen

growth stories podcast

Hey there, creatives! The Art + Audience podcast has reached an exciting milestone with its 20th episode, marking the finale of its first season. Stacie decided to make this episode particularly special by welcoming someone who plays a pivotal role behind the scenes—her sister, Angie.

Throughout the season, Stacie has shared insights into building a thriving creative business, but in this episode, she pulls back the curtain on one of the most essential aspects of her own success: collaboration. Specifically, the unique and unexpected partnership she has formed with her sister, who has been instrumental in scaling Gingiber into a successful, multi-faceted business.

An Unexpected Business Partnership That Changed Everything

Despite growing up together, neither Stacie nor Angie ever imagined they would one day work side by side. The conventional wisdom surrounding family businesses often carries warnings of complications and risks, and they assumed their careers would remain separate. However, as life unfolded, their paths aligned in ways neither of them anticipated.

Angie’s transition into working with Stacie came at a time when she was balancing motherhood and a demanding job. Overwhelmed with responsibilities, she found herself questioning how she could continue working while still being present for her children. During a conversation one morning, Stacie—who was juggling wholesale orders, product development, and business operations—offered a simple but life-changing suggestion: “Why don’t you do some part-time work for me?”

That moment sparked a professional collaboration that has now lasted over a decade.

Complementary Strengths, Shared Vision

What makes their partnership so effective is the way their strengths complement one another. Stacie is a visionary, known for her ability to generate ideas quickly and take bold risks. Angie, on the other hand, brings structure, organization, and strategic thinking—skills that proved to be exactly what Gingiber needed.

One of the earliest signs of their different approaches was when Angie asked for a list of wholesale clients, only to discover that Stacie had never written them down—she had simply memorized them. This realization highlighted the need for better systems, and Angie was the perfect person to implement them.

Over time, their working relationship evolved. What began as simple administrative support grew into something much larger, with Angie eventually taking on the role of managing the product side of the business. Despite conventional business advice warning against putting family members in leadership roles, Stacie followed her instincts, trusting that Angie’s deep understanding of the business made her the right person for the job.

Navigating Challenges and Prioritizing Trust

Working with family is often seen as a challenge, but Stacie and Angie attribute their success to open communication and mutual respect. From the very beginning, they made an agreement to be honest with each other—if something wasn’t working, they would address it directly.

Their commitment to transparency and trust has helped them navigate difficult seasons without letting conflicts damage their relationship. Instead of avoiding challenges, they have chosen to push through them, reinforcing their partnership and strengthening their bond as sisters.

Angie shared a key lesson she has learned through this experience: “If I allowed jealousy or pride to enter into our work relationship, I would miss out on some really awesome opportunities. The best way to combat that is to shine a light on the truth, to celebrate the good happening around you.”

This mindset has not only shaped their working relationship but has also influenced the culture of the teams they manage. Their leadership style prioritizes collaboration over competition, fostering an environment where everyone is encouraged to grow and succeed.

Scaling a Business by Letting Go of Control

One of the most significant shifts in Gingiber’s growth has been Stacie’s willingness to delegate and trust others with key aspects of the business. For many years, every piece of art under the Gingiber brand was created solely by Stacie. However, as the business expanded, she recognized the need to bring in additional creative talent.

In 2022, the company hired a full-time illustrator, Rebecca, to contribute to the brand’s artwork. While stepping back from being the sole creator was a difficult decision, Stacie saw the bigger picture—by making space for others, she was allowing Gingiber to continue evolving and growing.

This decision reflects a broader lesson for creative entrepreneurs: growth often requires relinquishing control. Surrounding oneself with talented individuals who excel in different areas allows for greater innovation and efficiency.

Building a Business That Supports a Community

Throughout the conversation, Stacie and Angie emphasized the importance of not building a business alone. Whether it’s through hiring, forming partnerships, or joining a mastermind, success is rarely a solo journey. Their experiences working together have reinforced the value of community and support, a principle that extends beyond their own business into the creative education space Stacie has developed.

As Art + Audience reaches the end of its first season, Stacie reflects on how this podcast—something she initially hesitated to start—has become a meaningful part of her journey. The overwhelming positive reception and the connections it has fostered have reinforced the idea that sometimes, the best opportunities come from simply taking action, even when the timing feels imperfect.

With Season 2 on the horizon, Stacie is eager to continue sharing stories, insights, and conversations that inspire and support creative entrepreneurs.

Until then, the message remains clear: building a business doesn’t have to be a lonely pursuit. With the right people, the right mindset, and a willingness to adapt, success is not only possible—it’s sustainable.

Stay tuned for Season 2 of Art + Audience!

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