This episode is going to be from the heart, a little unique, but I realize nine episodes in, I've never given you my full story. For those of you who know me may know, but for those of you brand new, I would love to share who I am and how I got here, wanting to host a podcast for you! If you want to listen, check it out. You can find us on Apple Podcast or Spotify Podcast!
You can also ready my story here. Enjoy!
I grew up in North Louisiana until I went off to college! I guess I've always loved having lots of things to do to pass the time. I would run track, play basketball, do cross country; I even tried softball one time—they used me as the bench runner. I wouldn't say I made the best grades or even felt like a great student; however, I did win class president one year. I was voted "class wittiest" one year, which I could say was comical by itself, being that I never understood jokes. I was born premature in 1979, being two months early and weighing around 3-4 pounds was a scary thing. I believe I stayed in the hospital for a while; I have a scar still from some tube keeping me alive and was always told that God has a purpose for me. I coded one time—again, a story told to me—I turned blue. I was a fighter from day one! I think I love that about myself: never letting being a premie stop me. In fact, I had an older brother, and I was always determined I would do things before him. I rode my bike before him, I swam before him... You get it. You could say I am pretty competitive, but in a good way.
By the time I finished high school, I was in the 50% percentile of my graduating class of 23.... I had blown myself away with stellar ACT scores of 12, 14, & 15. You could say school was not my thing, and I guess that competitive nature didn't reside over learning. It wasn't until I was much older that I learned that I just learn differently! However, I did go off to college at La Tech my first year. At 19 years old, I couldn't wait to embark on a new adventure in the bigger neighboring town of Ruston, Louisiana. However, I took all remedial classes and lived in a bit of a "what am I doing here?" state. However, I somehow had a 2.0 and was able to transfer to Natchitoches, Louisiana. I felt like I needed a change of pace. My parents divorced when I was a senior in college, and my mom remarried the year I went to LA Tech and moved to Baton Rouge. While I spent my time at Northwestern University, I grew my love for Steel Magnolias but felt like I didn't belong, honestly anywhere, and was pretty lost inside. I decided to withdraw from school. I never had the confidence when it came to school anyway. So I packed my car and moved to Baton Rouge. That is where my story begins and how I fell in love with this town and started a business in my thirties.
I started this business; it was called Football Tees at the time and made two styles of shirts with the word "Football," but inside the O was a paw print - a fleur-de-lis. These shirts were printed on a track shirt by American Apparel in the prettiest purple and black tri-fabric. I printed these shirts and sold them out of my car from Baton Rouge to Lafayette or to New Orleans, or back up to North LA. I had so much grit for this business. I did that to get my start, and then I formed a real business, an LLC, and borrowed $500 from my husband, paying him back shortly after. From the time I've been in business, I solely have worked off the cash I make as my cash flow to support my endeavors. It was so much easier back then. As I type this now and read it to you now, I'm feeling the slower season that always comes, and that cash has to spread out slower than it does in the busier seasons to pay for 12 employees plus the mountain of expenses I've gotten myself into.
I'm getting off track... So, in those first five years, I started to develop new shirts and really got in front of customers wherever I could to sell my t-shirts. I started an online business and used social media. I also attended Dallas and Atlanta Apparel Markets where I wholesale my t-shirts, which helped me tremendously to get in front of boutique owners. I also wanted retail customers; I went to people's houses and did trunk shows and even landed inside of The Royal Standard at the Perkins Rowe near Highland Road location. I started in a bookshelf, and that extra income each month from my sales helped a lot. I would just keep putting money in and investing it back into the business. At the five-year mark, I decided to move out of my house as my home office and into an office space off of Bricksome. I also had the pleasure of taking my son Brody to Disney as a mom-and-son trip on my earnings from the business. He was around six years old, and we did that every year until Covid happened. I had so much pride in being able to do that. He may never realize just how rewarding and special those days were for me back then. I also bought my daughter her wedding dress, which was another highlight I had from owning and bootstrapping this business. She's having her 10th wedding anniversary this coming month, in April. Wow, time flew by.
I had this incredible little office space for five years. In those five years, my little small business began to grow little by little. Some of the ways we grew: In 2016, Baton Rouge and the surrounding areas were devastated by the flood that happened to our communities. It was like nothing I had ever seen. We fundraised to support our local food bank, using the Cajun Navy in 2016 as our way of showing support to all of these volunteers at the time, and sold t-shirts for good to raise money. It was the most surreal moment of my life. My little business raised over $35K in the first few weeks.
Since 2016, through the sales of our Cajun Navy shirt, we have given back $85,000 during these disastrous weather events. We have aided through our partnership with the Greater Baton Rouge Food Bank, who aligns themselves with Feeding America, where we know our dollars are going to help give food to those in need in the storm's aftermath. Outside of philanthropy work, we also started our subscription box, Lagniappe Box. Hard to believe we are nine years in. This box was another way for us to support Louisiana businesses by showcasing and curating their goods with our t-shirts in a surprise box. We did month-to-month for seven years and recently switched to quarterly. Also, in those five years I was in the office, we expanded and took on two office spaces, made one of the spaces into a showroom so customers could not only come pick up our shirts but also browse around. We would host girls' night outs and different themed events. To this day, the followers I had back then are still here today, but it was so fun getting to know these customers in such a fun way that has made a forever-lasting impression. We also moved all of our furniture out not once but twice to build out a temporary holiday pop-up event in Perkins Rowe in 2018 and 2019. Having this holiday event helped build the courage to open my very own brick and mortar, showed me that there was a customer base who would support it, and in those first ten years, I learned so much about myself, growing a business from scratch, and the ever-evolving names I had to the designs I created, and so on. In 2019, I formally went out under the Sweet Baton Rouge name as my brand name, which I think I've only shared briefly in my first episodes about that whole branding thing. I won't repeat it all, but it was the best decision I made.
So here I am, February of 2020, and I make an offer to open my first brick and mortar. Ten years of grit and grind, lots of things in between, and they accept my offer. I'm supposed to start construction in April on my store. I was sourcing custom cabinets, found gorgeous tables, and picked out paint and wood flooring for my small 900 sq ft store. Then, in the middle of March, COVID came into conversation. While we were in the unknowns of what was going to happen and the future for everyone, at this time, I was humbled that my business had been operating for ten years solely online, and I decided to just let things take their natural course to see what would happen. By May of that year, we were in construction, and on August 1st, our little store opened at the Electric Depot. One of the things I'm most proud of was learning how to delegate and write everything down once I started building a team. It made things easier for each new employee that walked through our doors. In 2021, I hired my first salaried employee as my manager. During my time at Electric Depot, some highlights were opening our store, hosting large events, the incredible employees we had, and the people I met along the way. In 2021, we did a huge fundraiser for the victims of Hurricane Ida, filling up a whole store that would later be donated to families in need with food, clothing, baby goods, and so on—it was insane. Thanks to Power Pump Girls for helping mobilize their efforts to get it out into the right communities! In 2022, I started having to listen to my gut and make some very difficult decisions that I knew would be hard on myself and others but also knew were something that needed to be done. I didn't know why, but God kept showing up in my mind for eight months until I said yes and then found peace with my decision. It didn't make it easier; in fact, it was hard, and I know it was hard for other people that I loved dearly. For both parties, when one door closes, there is always a bigger door waiting to be opened. I found a new home for Sweet Baton Rouge at Perkins Rowe, and it screamed that it was for new beginnings and bigger dreams to come. I had my priest, Father Anthony, come and bless it. I got the lease in October of 2023 and opened in November on Black Friday weekend. Call me crazy, but if you remember my story from the beginning, then you know I love to fill up my cup!
In 2024, we had no idea just how hard the first half of the year was going to be. I wish I would have known and told myself to buckle up, but I didn't. However, that's the cool thing about resilience. I invested my money in a screen-printing press, and I've said this before, it was the hardest thing I had to do and go through, and I still feel that today. This is another project I am very proud of. No matter where this goes, tackling something so raw and brand new and figuring it out and finding the right people has been the best thing ever, and I will take away all the things I've learned and had to grow by doing it. Never let something scary stop you. If you have the desire and passion for it, try it—what harm is there in that?
I also gave out my first scholarship alongside my two best friends. In 2023, I came out with The Petey's Initiative to award a high school student with a scholarship for someone who struggles academically or financially. I forgot the best part.... I went back to college when I was 23 years old and graduated at 27. I put myself through college working a full-time job and going to school full-time. This was my last shot; I had to do it. I set goals for myself, and this time I did it. I didn't want to work a full-time job, but I had no choice, and now I wouldn't change a thing. The situation wasn't ideal, but it made me who I am today. So I wanted to give back to a young adult walking a similar path as mine. We raised $3500. Giving that check last year and knowing he's graduating this May and going to college, and our scholarship plays a small role in his life, means the world. I'm excited to see what we do this year and begin planning very soon.
Going to wrap this up. My business turns 15 years old in October, and as I look back at where I started and where we are today, I often forget to give myself a few snaps for "well done, girlie." I don't know what the future holds for me, but I know that if I keep showing up, working hard, giving it all to God, He's going to surely keep me in line on the path He has set for me. Who knows where this podcast will take us? I just know that I'm pleased to be here, sharing my story with you all, hoping that this sheds some encouragement. So keep those dreams alive because we are just getting started!
