We were lucky to catch up with Alena Dunn recently and have shared our conversation below.

Alena, appreciate you joining us today. Going back to the beginning – how did you come up with the idea in the first place?

Each year I’d grab a small, thoughtful gift for my fellow football moms — something fun like a Mama Bear keychain. When my oldest entered his freshman year, friendship-style bracelets were having their big moment (thank you, Taylor Swift), and I thought, why not make a set of spirit bracelets for all of us freshman football moms?

I had never made anything like that before, but as a new mom of three, I was desperately craving something that helped me reconnect with me. So I bought the supplies and made our very first stack of friendship bracelets.

I still remember sitting on the couch while my husband was in his recliner and saying, “I wonder if I could sell these?” He quickly replied, “Well, I wouldn’t pay that,” to which I informed him — lovingly — that he was definitely not my target audience.

But only a few days later, Catie Brown-Busch reached out and asked if I’d like to list some bracelets on their Bears Rocket Football website as a fundraiser. I nervously said yes, created a Facebook page to establish myself, and just like that, Alena Dunn Designs was born in August 2023.
(And for the record — even though he’s not the target customer, my husband is now my biggest cheerleader and hand-ties every single bracelet for me!)

By September 2023, I was ordering more colors, taking custom team requests, and offering fundraiser opportunities to other programs. A huge thank-you to Rachel Scholten and the 2024 Lakeshore 12U Boys Baseball team for helping get my name out there in those early days.

In February 2024, I did my very first vendor event — absolutely terrified — armed with nothing but bracelets. And I loved every second of it.

Fast forward to today: I don’t make as many bracelets anymore, but my business has grown into a wide range of mama gear, team spirit apparel, and custom engraving. My niche will always be the loud, proud sports mama, but I’ve also found such joy in helping people create meaningful, personalized gifts.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m a wife and mom to three boys — ages 16, 5, and 3 — and originally from Washington State. I’ve lived all over the country, but one thing has always stayed the same: I’m a little extra. I’ve always been the mom who shows up in theme, adds sparkle to everything, and finds a reason to accessorize for absolutely any occasion.

In January 2020, we landed in St. Joseph, Michigan for my husband’s contracted job, and this town quickly became home. My oldest joined local sports programs, which became the doorway to meeting people and building community — especially during the isolation of those early COVID years.

My love for “all things extra,” custom gift-giving, and cheering on kids eventually led me into this creative business… almost by accident. What started as a hobby became an outlet — a way to find myself again while raising babies in a new place. It turned into something bigger: a way to pour joy, spirit, and creativity back into the families and teams around me.

Today, I create custom team spirit gear, mama apparel, meaningful engraved gifts, and personalized accessories that help people celebrate their favorite people, moments, and communities. I serve the loud, proud sports families — especially the mamas — who want to show up with a little more personality, heart, and sparkle.

What sets me apart is how personal this work is. I’m not just making products; I’m helping people capture memories, support their kids, and show off their pride in a way that feels fun and unique to them. I still show up as the loudest cheerer on the sidelines — and yes, sometimes my kids are literally dressed as footballs or Bears — because this isn’t just a business. It’s part of our life, our community, and who I am at my core.

What I’m most proud of is that this venture began as a way to reclaim myself in the middle of motherhood — and it has grown into something that helps others feel seen, celebrated, and connected too. I want people to know that everything I create comes from a place of genuine joy, community love, and that little extra sparkle I’ve always carried with me.

How’d you build such a strong reputation within your market?

Relationships — without question — have been the biggest factor in building my reputation. Local market events also played a huge role. They allowed people to meet me, see my work in person, and feel the heart behind what I do.

Even though I’m an outgoing person, I’m also incredibly shy and introverted at my core. Putting myself out there, especially in bigger groups, has never come naturally. So I’m deeply grateful for the people who have recommended me, bragged about my work, and encouraged me along the way.
I’ve also been lucky to have people in my corner who make this journey even better — inclusing my hype girl and right-hand woman for events, Amy Williams. She brings so much joy and steadiness to my vendor events and is always the first one to encourage my “extra” ideas. Having someone like her who genuinely celebrates my creativity and community spirit has made this business feel more like a team effort than a solo venture. All of their support has given me the confidence to step into this business more boldly.

I think what also helps is that I show up as authentically me. I love cheering for their kids and mine, showing up at all the events, and being part of the community — but I’m also real. Most people know there’s a good chance I’m working on their orders after bedtime with a glass of wine in hand. That genuine mix of passion, personality, and honesty has helped people connect with me beyond just the products.

At the end of the day, it’s the relationships, the community, and being unapologetically myself that have shaped the reputation of my business.

How did you put together the initial capital you needed to start your business?

In the very beginning, I was incredibly fortunate to have a supportive husband who helped me purchase those first supplies. As the business started gaining momentum, I was able to self-fund and reinvest back into what I was building.

But the most significant turning point came in the spring of 2024. I received the gut-wrenching phone call that my dad had passed away. In his true fashion — always showing up for me, even from afar — he had left me with an unexpected gift that allowed me to invest in more equipment and take my business to the next level.

That funding didn’t just buy tools; it gave me room to grow and the confidence to dream bigger. With the expansion I’m experiencing now and all of my kids soon heading into school, I’m hoping to take the next step into a brick-and-mortar location. I don’t know that I would have had the means or the courage to pursue something like that without him.

His support continues to be woven into the heart of my business, and I’m proud to honor that as I grow.

Contact Info:

• Website: https://www.alenadunndesigns.com/
• Instagram: https://www.instagram.com/alenadunndesigns?igsh=ZzNlMXU1bDJzcTNw
• Facebook: https://www.facebook.com/share/1AGq4qAxgC/