From a spare-room 3D printer to wholesale: The Cloud Makers
Ericka Axelsson, founder and CEO of The Cloud Makers, turned a plant-watering problem into artist-designed plant care accessories and whimsical home goods. The conversation traces the business’s early Etsy customers, its shift toward wholesale, and the challenge of protecting intellectual property without losing focus on growth.
Protecting intellectual property matters, but spending too much time reacting to copycats can pull attention from growth. The Cloud Makers’ shift toward wholesale helped refocus on partnerships and what to create next.
What’s the short story of how your business started, and what makes it genuinely different from the other options your customers have?
The Cloud Makers really did start with a simple idea. I was frustrated trying to water a plant that needed a slow, steady trickle, so I designed something that solved the problem and made me smile. That combination of function and whimsy resonated with people and set the tone for all of our products as we have grown.
How did you win your first customers, and where does most of your new business come from today?
Our first customers found us on Etsy, where I started as a hobby maker with a single 3D printer in a spare bedroom. Then one of our listings went viral, and things took off! In less than five years, we’ve grown into a brand sold nationwide. We couldn’t have done it without the incredible local manufacturing partners who helped us grow, which is why we’re so proud to be a Georgia Made brand. Today, wholesale makes up most of our business, and at its heart, it’s still about the same thing that got us started: making connections, building great partnerships, and creating products people love.
What’s one decision that changed the direction of your business, and one mistake that taught you the most?
I’ll start with my biggest mistake: shortly after our products went viral, we started getting knocked off. I spent too much time in defense mode and not enough time focusing on growing the business. I don’t regret securing our patents or learning how to protect our intellectual property, but looking back, I wish I had kept more of my energy focused on growth. Our shift toward wholesale and away from a primarily direct-to-consumer model has helped us refocus on building the brand, developing strong partnerships, and identifying the opportunities that will move us forward. It’s been an important shift in mindset—from protecting what we created to focusing on what we can create next.
What has changed in your industry or in what your customers expect over the last couple of years, and how have you adapted?
So much has changed, and so quickly. Our core online customers are still with us, but reaching new audiences has become an ever-changing playing field. Every platform is constantly adjusting its reach and algorithms, so what worked last week might not work today. We continue to find new ways to tell our brand story and stay relevant, but one thing has become increasingly clear: what customers really connect with is authenticity. They want to know the people behind the products, hear our story, and feel a genuine connection to the brands they support.
If you were advising someone starting out in your industry today, what would you tell them to do first, and what would you tell them to ignore?
Focus on what makes your brand unique. That’s what will set you apart and give customers a reason to connect with you. And don’t feel like you have to figure everything out on your own. Some of the best opportunities come from building relationships and finding the right partners. Business is built on connections, collaboration, and growing together.
Thank you to Ericka Axelsson and the team at The Cloud Makers for sharing what actually worked with Leaders Perception readers.
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