Hanging At The House Of 'Ties That Don't Suck'

by Angela
Thursday, Aug. 7, 2008

I recently dropped by Detroit's Cyberoptix TieLab to see what goes on in Bethany Shorb's house of "ties that don't suck." From screening and shipping to the web site shopping cart it's clear that Shorb is a one woman army, operating from what many consider to be a surprising homebase.

Tucked in an artsy loft space called The Atlas Building on Gratiot in Eastern Market is a money-making mini warehouse for Detroit-based artist and designer, Bethany Shorb.

She is the creator of Cyberoptix TieLab, a company producing unique hand screen-printed ties and scarves which are sold on five continents in about 150 stores including trendy LA boutique Fred Segal and Metropark, an "edgy" lifestyle store housed in several malls across the country. Since its birth in summer of '06, Shorb (pictured below) and her TieLab have shipped over 10,000 ties from right here - the Motor City.

The ties are heavily graphic-based, including a wide scope of fantastic designs from the wholesome to those that are a bit more daring and industrial. From wishbones, ships and poppy flowers to frayed ropes, gold chains, mini knives and Detroit water towers- they're an artist's answer to those who must wear a tie for work or a special occasion- but dread wearing them. Or they're an addition to the addiction of tie lovers. To me, a Cyberoptix tie is a clever accessory whether it boasts a subtle suggestion of sarcasm, a distinct graphic or an eye-catching color scheme.

When I learned that the TieLab is Shorb's sole source of income I couldn't help but smile as a fresh jolt of inspiration triggered my face muscles. Yes, the TieLab is Shorb's primary source of income. Translation: her art actually pays her bills and she's here in Detroit. Last year she quit her job as a web coordinator at Cranbrook Academy of Art (where she acquired her MFA) to focus solely on the company, in which she holds the reigns for all aspects.

Aside from designing the tie graphics and hand screen-printing each one, Shorb built and maintains her own website, Cyberoptix.com- from writing code and design, text, photographs, the site's shopping cart, company press and order fulfillment. Shorb also scouts her own materials for products and packaging. "I'm a total control freak," she says. She does have one assistant, David Blunk (pictured below), who handles shipping and helps with orders and of course is there when Madame Shorb needs to, how should I say ... let a little loose after work.

Cyberoptix operates on a 100% water-based print process which eliminates the use of thousands of gallons of mineral spirits even with the large volume of products she cranks out. "Screen printing is a nasty, terrible industry, historically, but it's evolving" she says.

Is it luck or hard work? Or both? "I’ve worked harder (now) than I’ve ever worked before," Shorb says,"I want to be able to do what I want to do art-wise. There are designers in their mid-thirties suffering, still eating ramen, still working three jobs that they hate and making a little bit of art here and there and I just don’t want that lifestyle." Shorb, who puts in eighty or so hours a week, talks about her first trade show she attended earlier this year, POOL in Las Vegas, which she admits to feeling ill prepared for but still scored several wholesale accounts including a store in Brazil, in the end. She also credits having fewer work-related headaches to the fact that her goods are one size fits all and not seasonal.

How does she do it? Well, financially, her affordable loft space is key. "It’s amazing to be able to run a business here because you don’t have to be so freaked out about it like you do on other coasts," she says,"I’m not worrying abut my next meal because im not paying $4,000 a month for a shoebox."

Shorb is a New York native who went to undergrad at Boston University and has since found herself planted here. "When my friends come over from New York and LA and they see this place they, like, shoot me daggers. They’re like shut up," she says,"Then they hear how much I pay for it and they just like want to murder me (laughs)." The artist ambassador in her often suggests to them to come and do business here.

When an order is placed via the web, Shorb will gather the materials - the tie, paint colors, etc. and begin the screen printing process. The tie(s) must dry before packaging which could take anywhere from twenty minutes to ten hours, depending on the climate. After it dries, the tie is tagged and wrapped in brown recycled, unbleached craft paper. Then it finds its proper invoice (typically not included inside because of the high number of gift orders) and is packaged and shipped via the post office.

While consulting with one of her LA buyers who expressed concern that Shorb's price points were too low (ties typically retail for $30 - $50 each), she thought to launch a luxury line (a few are pictured in the trunk below), B.S.D. Instead of raising all prices adding a second line leaves more room for growth. "I didn’t want to distance myself from all my existing clients, so it seemed like the most sense to split the line" Shorb says.

Aside from a $50+ price difference, according to Shorb the luxury ties differ from the main line "in the fabric and the designs. They’re tone on tone, so they have a richer look and feel- not that the other line is novelty- but those are a little more street wear, urban. The focus of the other is just luxury. To go to a really nice dinner, to a boardroom or to a play and have it be appropriate for all."

Is your neck itching for a new accessory? Tie one on at cyberoptix.com. If you're living la vida local, you can grip these ties at Design99 In Hamtramck, Naka in Ferndale, 323 East in Royal Oak, the MOCAD and the Cranbrook Art Museum.