Juliana Pache on Black Crossword, & Pache Studio
Congratulations on the launch of Black Crossword. What motivated you to start this?
Juliana Pache: Thank you! Well I love word games; all games, really. I have a daily morning ritual of doing my little word games: Wordle, NYT Mini, NYT Spelling Bee. I love getting a little reward before I start my day. One day during that routine, I was stuck doing a mini crossword, and just had the thought "I wonder if there's a Black version of this." I did some googles and there was not, so I immediately bought the domain name and submitted a trademark application. I instinctively knew I could make something cool with this idea, because I'm good at word games, I'm Black, I'm a student of the diaspora, I'm organized, and I have a background in social media marketing.
There’s a website, a trademark, social media profiles, and the actual crossword. Can you walk us through the journey of getting all of these things together?
Definitely! So as I mentioned, the first thing I did was buy the domain name and submit a trademark application. I also snagged all the social media handles. I knew I had to do this quickly because there are some sort of bots that are triggered when a new business is formed, and they'll snatch up the handles and domains before you get a chance to.
Building the crossword was fairly easy in some ways and very difficult in others. Making crosswords is challenging! There's totally an art to it. I'm still learning how to build standard sized puzzles. For now, I've gotten the hang of building minis, but there was a learning curve for sure. I've been using a software from AmuseLabs called "PuzzleMe." It's been super helpful, and I can embed the puzzles right on the website. That's been a huge help because I haven't had to do any coding, or hire someone to do that. I'm funding this thing by myself and I'm not rich so this tool is very necessary for what I'm doing.
Are there any resources you used that you think are necessary need-to-know for any young Black person trying to bring something from their mind to the URL?
A willingness to learn. I could say a tool or a class or whatever, but everything that has helped me I've found through research. Just doing some googles. I think it's very necessary, though, to always keep in mind what you want others to gain from whatever it is you're providing, and make that the main focus.
What was it like to see the reactions to the beta?
So helpful and rewarding! I knew before I launched the beta test that I had a cool idea, but it hits different when other people echo the same. I received great feedback and helpful tips, especially from the Crossword community. Other puzzle makers have really embraced me, and I have so much love and admiration for them already. They love words, they love facts, they love to learn, and I can relate!!!
What are your plans for the future of Black Crossword?
Later this year I'm planning to launch standard size puzzles on a weekly basis. Those will be subscription based. The daily minis will always be free, though. I'm also planning to launch merch in the coming weeks (hopefully). I'd also love to release a mini puzzle book later this year. Also, events!
📸: Taylor Rainbolt for Etsy
Outside of Black Crossword, you also have Pache Studio, your handmade clay jewelry line. Can you talk about that? Have you always had a love for jewelry?
Yes! I've always loved jewelry but I've always been picky about it. I also have stretchy earlobes so I can't wear anything too heavy. Clay earrings are super lightweight and when I discovered them, I was buying a lot of styles on Etsy. I launched my Etsy shop in 2020, and went full time in late 2021. Most of 2022 I was focused on Pache Studio, selling at markets all over New York City. It's been amazing and without the sense of independence and creativity I gained from running that business, I probably wouldn't have had the mental space to come up with Black Crossword.
📸: Taylor Rainbolt for Etsy
With your jewelry line, you’ve also been able to sell at markets in the NYC area. 1) Why was it important to do that? So many jewelers just stick to the URL. 2) What did it feel like to have that special connection and exchange with customers irl?
Well, for one, there is much more opportunity to find customers when you're in person. People can see the product, pick it up, fall in love with it. I'm also right there if they want to know the story behind the jewelry. I've had a lot of success with online sales, but IRL is where the bulk of my business comes from these days.
Your background is in social media. Have you enjoyed taking what you did and learned in your past roles and then applying it to your social media profiles for Pache Studio and Black Crossword?
It's definitely been helpful. I can't even quantify it. I'm very lucky to have gained the knowledge and experience needed to grow a business on social media, before starting and running these businesses. My work in media/journalism has especially been helpful, because I have learned how to tell a story, how to take the punchiest parts out and share them so that people have something to connect to. I'm also glad that I've worked with some very ethical and well-rounded people who know how to do this kind of thing tastefully.
What are your future plans for Pache Studio and Black Crossword?
For Pache Studio, I want to keep making cool and creative earrings. I think this year I will be more selective about which markets I attend ,because I'm now running two businesses almost completely solo and need time to balance everything out. For Black Crossword, my goal is for people to have a playful, rewarding, and educational experience for a few minutes each day. We'll build from there!