In this episode of the Crafty Mariana Podcast, Mariana sits down with Lucy Dujmovich, artist and founder of Studio Inner West in Sydney. In three years, Lucy has hosted 5,000 plus students, built a team of six, added mobile and corporate bookings, and launched a high-touch six-week program that teaches artists how to run profitable workshops. She shares the real numbers behind opening a studio after lockdown, how she engineered a welcoming beginner experience, and why online education unlocked multiple 40k months in 2025.
Whether you’re testing your first resin class or scaling to corporates and retreats, you’ll love Lucy’s simple systems, distribution-first mindset, and grounded take on growth without burning out.
What We Cover in This Episode ✎ Origin story - art school, small-business jobs, graduating into lockdown, and choosing to invest in a studio ✎ Naming and location for SEO - why “Studio Inner West” helps people find you ✎ First hits - resin homewares as a fresh alternative to paint-and-sip fatigue ✎ Safety and materials - choosing low-fume, food-safe resins and teaching a proper briefing ✎ Distribution that works - ClassBento for early discovery, platform vs widget fees and when each makes sense ✎ Offer ladder - adding foam clay and punch-needle tufting for lower ticket options ✎ Hiring and capacity - moving from solo to a team of six so weekends are sustainable ✎ Experience design - shelf of examples, signature scent, Pinterest prompts, photos at the end, asking for reviews ✎ Social proof engine - how Lucy passed 700 five-star reviews by making it a step in the flow ✎ Corporates and privates - Google, Canva, Apple, Amazon, banks, and why most deals came inbound ✎ Mobile, festivals, retreats - doubling delivery without a bigger lease and turning trips into paid craft holidays ✎ The numbers - 20k startup cost paid back in 2 months, about 150k in ticket sales year one, multiple 40k months after launching a six-week online program ✎ Mentors, SEO, ads - the marketing stack that leveled up year two and beyond ✎ Admin realities - bookkeeping, invoices, and building systems so you still get to teach ✎ Studio footprint - why she’s keeping classes intimate instead of upsizing the lease ✎ Where students get stuck - social media anxiety and what actually moves tickets ✎ One piece of advice - you only need to be a couple of steps ahead and open to questions
Connect with Lucy ✎ Instagram: @studioinnerwest  ✎ Website: studioinnerwest.com 
Resources for Your Workshop Business
📌 Free Guide: How to Start Your Own Workshop Business
Stay Connected with Mariana
🌎 Website: craftymariana.com📷 Instagram: @craftymariana🎨 Facebook Community: Crafting Workshops Community📩 Exclusive content, resources, and deals: craftymariana.com/newsletter
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Have questions or topics you want covered in future episodes? DM me on Instagram or email [email protected]

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