Alright – so today we’ve got the honor of introducing you to Julie Tingley. We think you’ll enjoy our conversation, we’ve shared it below.

Hi Julie, thanks for joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

The idea for Wee Macree came to me when I least expected it. A message that was placed on my heart that seemed outrageous at first and then grew more and more real every day.

And—what’s more—I could justify it. To the questions I asked myself as a worried wife; in response to the skepticism I presented as a protective mother; and to the rational logic I debated as a somewhat reasonable woman–the truth is, Wee Macree was not about me. This was about the kids. Every child, not just my own. This was for the ones who found themselves in the ranks of reported cases of anxiety and depression diagnoses when the world shut down and social interaction stopped. For the ones who were convinced their lives held no purpose. For the children who had no safe place to go, no trusted caregivers to protect them, no food to fill their small bodies, the ones who were losing their sparkle. This was also about the kids who had the resources, the ones that attended virtual school, dance, piano-practice, Spanish tutoring, and even the occasional cooking class—all from behind a computer screen. For the ones who began to think that life was a digital reality, and that was as big and as meaningful as it could ever be. The message was clear: serving children, providing purpose, facilitating connection, inviting friendship, and taking it back to the heart was what I needed to do, and it needed to be now.

Graphic tees with a message, fashion with a purpose, the practice of empathy modeled by parents to the most wee among us. In the years leading up to this, I grew a 400+ member community of women in the Tampa Bay area where a heart-centered purpose guided my efforts and attracted like-minded professionals to come together. I did this as a corporate working world drop-out, a stay-at-home mom, and mission-driven woman bringing my two little girls with me as we joined a collective of ladies who would ultimately inspire and empower my daughters’ confidence in school, sports, and beyond. If I did it before, I could do it again. If my two children benefited from community building once, they would benefit again. But this time, we were taking every child with us.

From infancy, children demonstrate that they feel empathy toward another person even though they don’t know exactly how to help or offer support. Until about the age of 11, research shows that children believe they can still change the world. The community I needed to build had to capture this time to preserve the very things we all need for a better tomorrow: the belief we can make the world better, with the know-how. For these reasons, we are offering our designs and campaigns for ages 3-10, sizes 3T to 14/16, for the ones that hold the hope for all of us to come together and do good as one.

A shirt with a message to identify the kid who wears it- a reminder of their purpose and the good they contribute. A shirt with a message to identify that kid that will benefit from the money that is donated as a result of its purchase- a reminder that there are many friends we just haven’t met yet in the world, and our future depends on their welfare too.

Wee Macree was born. A simple beginning for a bigger plan. Kids helping kids to mark the way forward.

Julie, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

The inspiration to become a founder really began when I left my corporate sales job to stay at home with my girls. The transition to a stay-at-home mom felt less like an empowered choice and more like the best option I had upon receiving professional pushback regarding my extended maternity leaves. Faced with the choice to accept the reality of a demoralizing workplace or seek new purpose outside of my career, I opted to build a community of support among professional women in Tampa Bay with my daughters by my side.

As time went on and I became more connected to the women within the network, I found that my daughters grew more confident and empowered- demonstrated by their academic and athletic growth. Yet, all of this quickly changed in March 2020 when pandemic closures and social distancing around the world affected the way every single one of us interacted. I worried for my girls who yearned for their friends and schoolmates, but I was completely fear-stricken for the children around the world that reported struggles with anxiety, depression, and suicide. I knew how ever temporary this isolating period of time would be, long-term consequences would still follow. I wanted to get ahead of it some how, in a way that would be mindful of what we all had to recover from. With the experience I had launching new products in my sales career, and more recently introducing and growing a community of women, I began to work on something new using the tools I had.

Wee Macree was founded with the simple realization that small acts, when compounded together, can change the world. I believed that by building a community of helpers, it could be possible to safeguard the well-being of children everywhere.

Every unique Wee Macree shirt is paired with a different nonprofit that serves the needs of children. Each graphic design speaks to both the cause and the child who wears the message. Every sale of a shirt gives back 40% of the proceeds to the partner charity. The purpose of hosting fundraising campaigns for kids by kids is to ultimately promote empathy, and encourage young people to hold fast to the dream that they can make the world better, safer, and happier for all.

As a young brand, I am proud of the support Wee Macree has received from the local community, city leadership, media, big corporate brands like Dillard’s, and even fashion names like Tory Burch. More than anything, I am moved when I get to see a child choose a shirt for themselves as they learn about the ways each piece can help another kid. For most, it’s not about the color or the graphic at all, however, it’s about which mission they connect to the closest and which child they want to be a friend to. That experience to me is the best success of all.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I believe when you become a social entrepreneur you have to be able to demonstrate a track record of caring about the missions and the people you represent. As cause marketing promotions have become more common, it’s important to be trustworthy and transparent regarding giveback contributions. It’s also critical that every part of a social-good brand is consistent with the messaging used to promote a sale.

Throughout my career, I’ve worked in fields that ultimately linked back to life-saving patient outcomes. Helping people and providing medical solutions was how I chose to earn my living. Many years later, when I became a mother, I volunteered with several charities who offered a similar opportunity to serve kids, and this is how I chose to spend my time. It was through these commitments that I established the credibility to speak up for and honor the needs of children. Because of the work I did as a Girl Scout leader, as a volunteer at my children’s schools, on the committees of large events that raised money for kids’ programs, and as a Board Member for multiple nonprofit organizations, I earned the trust within my market to pursue entrepreneurship in a way that would make a difference for children everywhere.

I have written about and featured business leaders in a Tampa Bay magazine for years, and every single one of their founders’ stories is the best part of the brands they have grown. And it’s because the brand is an extension of who they are as people. Establishing the reputation for yourself that you want for your business should come first, and then everything else will fall into place.

Any advice for growing your clientele? What’s been most effective for you?

The most effective ways I have found to grow clientele as a new business owner (when resources are scarce and the competition online to stand-out is fierce) are:

1. Get connected.
I have joined several online networks to meet people in the same season and line of business I’m in to share best practices, collaborate with, and make connections for one another. I have also found several in-person groups that have been just as valuable in my local area.

2. Just ask.
Don’t ask, don’t get – right? I ask for help. I ask for the things I really need or really want. Some of the things I ask for come across as silly because I am new to business taxes, for example. And some things I ask for are just crazy, but it’s worth my time. Tip: don’t take advantage of someone’s kindness, and be sensitive about taking too much (time, value, etc). Note: I am beyond grateful for everything I’ve been given when I’ve asked.

3. Do group giveaways on social.
I have tapped into the audiences of other business owners that are willing to partner. This has been a great way to grow my following and introduce my business to new people outside of my network.

4. Be consistent.
Studies have shown that people have to be exposed to something seven times before they begin to recall it or even notice it. No matter how something performs when I present it, I know I have to show it another 6 times for one person to take action. So giving up isn’t really an option. Consistency sounds easy, but it can feel hard some days. No matter, what, I keep showing up.

5. Get out there.
Get in front of people. I have put myself out there through media pitches (I whole-heartedly believe the media wants to hear directly from brand owners/ founders with a well-written pitch), articles, interviews, pop-ups, partnerships, etc. It is a fact, that no one knows the Wee Macree story better than me, so its important that I am in front of people to share that with them.

6. Do good.
Doing good has helped me grow. Anne Frank said “No one has ever become poor by giving.” By connecting my brand to giveback efforts, more people have become interested in supporting the efforts. It feels good to do good, and that’s what people are looking for right now. If there is an opportunity to make a difference with the work you do, I think this is the best way to move your business forward.

Contact Info:

• Website: https://weemacree.com
• Instagram: https://www.instagram.com/julietingley/
• Facebook: https://www.facebook.com/jmbressett/
• Linkedin: www.linkedin.com/in/julie-tingley
• Youtube: https://www.youtube.com/channel/UCH7URcDPdl4XbpEwBPIDh-A

Image Credits
Howie Mac Photo Christina Jones Photography