Ten Minutes with WATTO Distinctive Metalwear

Sure you can get your rock star on with a few rounds of Guitar Hero or Garage Band, but why not rack up  more than virtual cred by flaunting the same buckles that have been seen on real-deal rockers, including members of Motley Crue, Alice in Chains, and the Charm City Devils. Whether you’re in the mood to give a nod to peace, get lucky with a shamrock or horseshoe, or go all flower power, WATTO Distinctive Metalwear has a belt buckle that’s perfect for every mood. Try on the crown to punch up a simple tee and jeans ensemble, or add a little edge to a flowy dress by corralling it with the butterfly. Here’s more from designers Jon (WATTO) Watson and Mary Spencer on how to be a rock star. . . or just look like one.

Oligoville: In five words or less, Watto Distinctive Metalwear is. . .

Mary & Jon: Street couture for everyday

Oligoville: How would you describe your ideal customer?

Mary & Jon: Our buckles are geared to heavy metal, motorcycle, skateboarder, musician, art & fashion lovers! We have found that age is not relevant as we’ve sold to teens as well as 60 and 70 year olds.

Oligoville: How’d you end up as designers?

Jon: I grew up in the South, went into the army at 17 and then off to design school. For more than 15 years I was a graphic designer, but got bored of sitting behind a computer. I began apprenticing with a local metal shop in 2005 to learn the trade of welding. In 2007, I bought my own equipment and opened up shop at home and started “The Metal Gardener” with help from Mary (my wife). I began making sculptures and lighting, and started getting custom jobs for gates and other items.

Mary: I graduated with a degree in graphic design and painting and went on to be a product manager in the social expression, craft, puzzle and game industries. I also worked as a graphic designer, floral designer, and prop designer for special events. After I got laid off in February of 2009, John and I decided to start WATTO Distinctive Metal Wear. WATTO was a nickname Jon’s buddies had given him. We decided to focus on belt buckles and accessories which made me very happy as I LOVE fashion.

Oligoville: How/when did you launch your brand?

Mary & Jon: We launched our brand in late Aug 2009 at the POOL trade show in Vegas after six months of line/brand development as well as hand-making a few hundred buckles, building a website, and developing a catalog and branding statement.

Oligoville: What are your predictions for fashion in 2010?

Mary & Jon: The rock-and-roll image will continue to inspire fashion in all sectors as well as the bling trend. Bling will continue to prevail in less expensive forms, such as rhinestones and crystals rather than diamonds, as people continue to be cautious on overspending. Accessories will remain an inexpensive way to update a wardrobe without buying all new clothing.

Oligoville: Who and/or what inspires each of you?

Jon: Dale Chihuly because of his use of organic shapes and his passion for artistic creation.

Mary: Artists of all forms, whether they are musicians, crafters, painters, writers, etc. I don’t have a particular artist or person that inspires me; it’s more the spirit of the creative community as I am continually encouraged by the work and ingenuity I see in others.

Oligoville: What’s 24 hours like in your lives?

Mary & Jon: We generally work at least 12 hours a day if not more. Jon will often run errands to pick up metal, and run to the hardware store, then head out to the workshop to create handmade metal art. Mary answers emails, does the marketing materials, schedules shows, ships out orders, does the accounting, creates some of the designs, and works on new concepts among a list of other fun stuff.

Oligoville: What’s in your closets? What are you both wearing right now?

Jon: Dickies coveralls, jeans, t-shirts, and work boots.

Mary: Lots of fun clothes, but now that I’m mostly at home on the computer, I settle on jeans and t-shirts.

Oligoville: What’s in your bags right now?

Mary & Jon: Our business cards.

Oligoville: Tell us about some unexpected setbacks you have faced since starting your business and what you learned.

Mary & Jon: Our workshop flooded when we first built it. Several of our machines quit working, and our computer blacked out, and we lost a bunch of information. We’ve learned that there is a solution to every problem, and that things will go wrong. It’s all about how you handle the problems and decide that you won’t give up no matter what. Jon also got a punching bag to hit when things get really stressful. LOL!

Oligoville: What has been the most rewarding part of your careers?

Jon: Being my own boss, creative freedom, and not having to fit someone else’s mold.

Mary: All of the interesting people I’ve met along the way. I’ve had the opportunity to work with some of the most talented people over the years and have been inspired by all of them. Oh, and I like the being my own boss thing too!

Oligoville: Tell us where you expect to see your business in the next five years.

Mary & Jon: We will continue to create metal art. If that means changing the scope of our product lines to fit the needs of the changing consumer trends, then that’s what we’ll do, but in our own way.

Oligoville: Any advice for aspiring entrepreneurs?

Mary & Jon: Do your research, have a vision, make a plan to reach that vision, and make and keep connections. Don’t be afraid to spend money on necessary promotions, but make sure you don’t put yourself in financial jeopardy. Above all, believe that you will make the plan work. Don’t let failure enter your vocabulary.

What’s on your playlists right now?

Jon: The Who, Colin Hay, X, Lords of Altamont, The Strokes, Elvis.

Mary: I like to listen to a variety of music from Rihanna to Kelly Clarkson to Tori Amos and Fiona Apple. One of my favorite songs right now is “Fireflies” by Owl City and also “Someday” by Rob Thomas.

Oligoville: Any last words?

Mary & Jon: Rock on!