Regular Caffeinated Coven Co. customer Reesa Florian said it was “the artwork and designs. The combination of cute colors and spooky designs and the wide variety of her [Medina’s] artwork,” that first interested her about Medina’s business.
Caffeinated Coven Co. was started in December of 2019 and is home to acrylic keychains, vinyl stickers and enamel pins that allude towards horror pop culture references.
Before Medina started Caffeinated Coven, she would attend horror conventions and vending pop-ups and speak to her soon to be peers about their business and would offer her help if they needed it.
It was this engagement and interaction that has helped Medina in her venture as an artist and small business owner.
“Before she [Medina] was vending at these events and vending online as much as she is now, she was attending these events and she was meeting the people behind the shops she liked and taking mental notes of that so when I think that it was time for her to start selling and start vending at these events everyone that was part of these events were already familiar with her as a customer, as a fan of the genre,” said Mariana Chavez, owner of Rattlehead Crafts. “I think it was a lot quicker for people to take her shop seriously because they already knew the person behind it so when people ask me how do I have a successful shop, my thought is always Caroline being a part of the community and being a part of these shops before being a part of it if that makes sense.”
Chavez and Medina met in that manner about three years ago, and provide help and support for one another when needed at the various horror and Halloween themed conventions that they sold at.
Since the inception of her business, Medina has reached 10,700 followers on Instagram and has funded for Black Lives Matter LA.
“During the murdering of George Floyd, I felt kind of helpless, I didn’t want it to feel like I was making it about myself but I felt helpless,” Medina said. “I wanted to do something so I was able to partner and gather up about 23 other small businesses and we created a fundraising raffle.
“All of the businesses donated something for the raffle and we were able to raise $13,000 for Black Lives Matter LA, that was something I never sought to do when I opened my business but it was just something that I was very compelled to do and was happy to throw together so when we did that and when I saw how much money we raised, I was just like, ‘Wow, that’s a lot of money’ and because I was able to partner with all those different businesses I was able to organize that.”
Florian said, “She is truly a good and generous person and the fact that she is an amazing artist and shares her gifts via her artwork to help others in need is just one of the many reasons I continue to support her small business.”
Success as a full-time artist wasn’t always a feasible accomplishment for Medina.
“I had always been a very creative person as I was young. I really loved drawing for the longest time, I was convinced that I was gonna be a tattoo artist but growing up I was always taught that art wasn’t a marketable skill, my parents didn’t want me to invest into going to school for art or studying art because it was gonna be so hard to find a quote on quote real job if I studied that,” said Medina.
It was this reminder by her parents that Medina kept her interest in art as a hobby throughout her childhood and early adulthood.