We were lucky to catch up with Shasta Smith recently and have shared our conversation below.

Shasta, thanks for taking the time to share your stories with us today Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

My story started with little more than a vision and a vinyl cutter in my grandmother’s kitchen. That kitchen table is honestly iconic , and a saving grace. What began as a small T-shirt hustle turned into FYAB, a boutique brand that now wholesales to 50+ stores and serves a massive community of women who’ve become family.

Shasta, 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?

Yes, I’m Shasta Smith, I’m a multi-passionate entrepreneur, nonprofit founder, and the heart behind two purpose-driven businesses : FYAB and SNÉRA Athlete Collective.

Over the years, I used the profits from FYAB to launch and support community projects that matter: literacy programs, youth sports camps, teen and women reentry support, and holiday drives that have served thousands of children. In 2024 alone, we raised over $450,000 to pour right back into the community.

On the athlete side, I created SNÉRA Athlete Collective because I saw a gap. Athletes weren’t just looking for brand deals they wanted meaning. Legacy. At SNÉRA, we focus on athlete philanthropy: helping players launch foundations, host impactful events, and use their platforms to make a difference. I work behind the scenes to manage the life part of being an athlete , the community givebacks, the nonprofit work, the branding that lives beyond the game.

What sets me apart? Everything I do is personal. I’ve lived the struggle. I know what it’s like to go without, to hustle hard, and to fight for a seat at the table. That’s why I’ve built a brand around impact, integrity, and intention every client, every shirt, every dollar raised is part of something bigger.

At the end of the day, I want people to see that business can be powerful but when you lead with purpose, it becomes unstoppable.

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

I believe my reputation was built on two things: consistency and community. From the very beginning, I showed up whether it was fulfilling late-night orders, organizing donation drives, or advocating for others when no one was watching. People began to see that I wasn’t just here to sell something I was here to serve.

I’ve always led with transparency, hard work, and a heart for impact. That meant keeping my word, staying hands-on, and proving that I was in it for the long haul. Word of mouth and trust grew from there not because I had the most polished brand at first, but because people knew I was real, dependable, and intentional.

I also think people resonated with my story building from scratch, figuring things out on my own, and turning every obstacle into an opportunity to help someone else. That kind of authenticity can’t be manufactured.

Whether through FYAB or SNÉRA, my focus has always been to create meaningful connections and leave people better than I found them. That’s what built my reputation not just business success, but impact people could feel.

We’d love to hear a story of resilience from your journey.

I started with a borrowed laptop, peeling vinyl , juggling motherhood and survival. I had no formal education, no funding, and no blueprint , just determination.

What kept me going was knowing that quitting meant staying stuck in the cycle I was trying to break.

Today, I’ve built two impactful brands, raised over $450K for my community in one year , and created platforms for others to win. That’s resilience ,showing up, even when no one sees the struggle.

Contact Info:

• Instagram: @shopfyab
• Facebook: https://www.facebook.com/share/g/1FXzK7xtY2/?mibextid=wwXIfr
• Other: Instagram – @sneracollective

Image Credits

Jess Dani Photography