My name is Laura Connelly, Founder and artist behind Stellar Villa. I’d like to share how I launched this business at the start of the pandemic and have since grown to become one of the leading pet art companies online.
The start of the COVID-19 pandemic was among the darkest days for many. I remember the fear and negativity that overtook social media as cities across the country went into mandatory lock-downs. I wanted to do something to help my community and lift peoples’ spirits, I just wasn’t sure what that could be.
Many faced financial uncertainties as businesses closed their doors, and for a local New York City animal shelter, this meant that the stream of donations they relied on to operate had also been impacted. When I heard about this shelter that needed funding, my heart went out to the animals in their care and this sparked an idea in my head. What if I illustrated peoples’ pets for free while accepting donations for the animal shelter? And so it began…
I set up a GoFundMe page called Distracting Chaos with Pet Illustrations. I announced on my Instagram that I would be drawing peoples’ pets for free and all they had to do was send me a photo of their dog, cat, horse, or otherwise. On completion, they could make an optional donation to the fundraiser if they chose to do so. A few hours after the announcement, it took off like wildfire.
My DMs were flooded with messages, and the next thing you know I was drawing pets from sun-up to sun-down. Local news stations caught wind of my efforts and that caused the fundraising campaign to catch some virality. I dedicated three weeks to the fundraiser, during which time I illustrated well over 1,000 pet portraits and raised nearly $12,000. All of the money went directly to local animal shelters.
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