We’re excited to introduce you to the always interesting and insightful Karina. We hope you’ll enjoy our conversation with Karina below.

Karina, appreciate you joining us today. Can you tell us about a time where you or your team really helped a customer get an amazing result?

Welcome! My name is Karina I am the shop owner of Better In Black co.
I am a huge spooky lover and Halloween has been my favorite holiday since I was a little girl so why not create apparel & accessories where we can celebrate a touch of Halloween year round!?

So let’s see, I started my shop back in 2017 which was previously known as
Kaptivating Creationz! I started making custom items & items I knew would sell fast, but I still felt like I wanted to do more than just sell popular items .

In 2018 I was ready for a change, I was ready to create up lifting designs and spread positive vibes this took off and I learned so much! (which some of you that stuck around may know it as MY SUNFLOWER DAZE) it just wasn’t my style the hippie designs sold wonderfully, but they just weren’t something I enjoyed creating anymore.

Fast forward to 2023 I finally started Better In Black Co. brings you spooky vibes year round! I have met so many people who love the spooky season year round just like myself! Our first year I was worried transforming the same Instagram into a completely different niche and presenting it to my audience but the have been nothing but supportive. Our first year we did quite well, but last year we TRIPLED our sales and the support from my spooky ghouls has been amazing! Many people love spooky aesthetics and Halloween-themed clothing but struggle to find apparel that fits their style outside of the Halloween season. Better In Black co. offers stylish, spooky options for year-round wear.

Sometimes you have to find yourself and the success will find you :)

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

👻 Welcome! I’m Karina, I have two kids and an amazing supporting fiance I am the the proud owner of Better In Black Co. creating in Central Texas! As a lifelong spooky enthusiast, Halloween has always been my favorite holiday, and I thought, why not create apparel and accessories that let us celebrate that eerie magic all year round?

I launched my shop back in 2017 under the name Kaptivating Creationz, where I started by crafting custom items and popular products. However, I soon realized I wanted to do more than just follow trends. In 2018, I decided it was time for a shift—I wanted to create uplifting designs that spread positive vibes. This journey led to a phase known as MY SUNFLOWER DAZE, where I embraced a hippie aesthetic. While those designs were well-received, I found myself longing for something that truly resonated with me.

Fast forward to 2023, and I entered my final phased and was thrilled to introduce Better In Black Co., your go-to destination for spooky vibes all year round! I’ve connected with so many fellow spooky lovers who share my passion for the Halloween spirit, and it fills me with joy to create pieces that bring smiles to both myself and my wonderful customers. Your support is incredible, and I’m grateful for each and every one of you! 🖤

Let’s talk about resilience next – do you have a story you can share with us?

When I first envisioned my year-round spooky shop, Better In Black Co., excitement filled my heart. However, as the launch date approached, a wave of doubt began to wash over me. I couldn’t shake the fear that no one would be interested in shopping for spooky apparel outside of Halloween. What if my passion for all things eerie was just a niche interest, confined to a single month of the year?

Our first launch started off slow and I was so nervous, thoughts of failure flooded my mind, but deep down, I knew I had to push through. It was at that moment I decided to shift my perspective. Instead of focusing on the fear of not making sales, I began to embrace the idea that there were others out there who shared my love for the spooky season.

Through perseverance and a steadfast commitment to my passion, I transformed my fears into motivation. Today, Better In Black Co. is not just a shop; it’s a thriving six-figure business as of 2024. This journey stands as a testament to the power of resilience, reminding me that by embracing my true self and connecting with my spooky crowd, I could turn doubt into delight. Together, we’ve created a vibrant community that celebrates the love of all things eerie, proving that when you follow your passion, incredible things can happen.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy for growing my clientele has been my commitment to honesty and openness about my love for Halloween and all things spooky. By sharing my genuine passion and personal stories, I’ve been able to connect with the right audience who resonates with my vision.

It’s not just about selling products; it’s about building a community of like-minded individuals who share that same enthusiasm for the spooky season. When people see my authenticity and passion in every piece I create, they feel a connection and are more likely to support my business. This honest approach has helped me attract customers who relate to my journey and share in the joy of celebrating the eerie magic year-round.

Contact Info:

• Website: https://thebetterinblackco.com
• Instagram: @betterinblack_Co