We caught up with the brilliant and insightful Alli Powell a few weeks ago and have shared our conversation below.

Hi Alli, 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?

My mission with tie-dye goes beyond creating tie dye wearable art—it’s about self-expression, connection, and infusing the world with joy. For me, tie-dye is a way to express my emotions, but more importantly, it’s a tool to support others in doing the same. Like life, there are challenges when creating my tie-dye. Sometimes I feel lost or frustrated, but once I finish and see my art, it shows me what I’ve learned and reminds me to keep believing in myself. And just as tie-dye has taught me resilience and self-trust, it’s important for me to help others navigate these challenges too, supporting them in their creative journey.
For example, teaching tie-dye classes allows me to truly connect with people of all ages. It gives me time to help them unveil their artistic side and support them when their inner critic speaks too loudly, interrupting their creative flow. It’s therapeutic and fun.
There’s something incredibly powerful about a stranger finding a piece of my art that resonates with them, that speaks to their own journey. When they wear it and share it with others, it becomes more than just clothing—it becomes a story, a conversation, and a source of happiness that continues to spread. That’s what drives me every day.

Alli, 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?

Hi! I’m Alli, the owner and creator of Yo Llamas Artz, a tie-dye company based in Petaluma, CA. My vision is to bring vibrant color into people’s lives, encourage personal expression, promote sustainable practices, and build meaningful connections through the power of creativity.

My journey into tie-dye started unexpectedly. I was working as a taco cook at a local restaurant when I heard Lagunitas Brewing Company was opening a taproom and hiring staff. I applied right away and landed a job as a server. While wearing their branded tank tops and t-shirts as part of the uniform, I found myself craving something more personal—something that reflected my personality and passion for the brewery.

I began experimenting with all forms of tie-dye—Shibori, reverse dye, ice dye, and more—exploring vibrant color combinations and unique patterns until I developed a style that felt truly mine. Once I honed my technique, I pitched my designs to Lagunitas. They loved it, and soon my tie-dye creations were featured in their online catalog and in-store selection. From there, I started attending festivals, connecting with customers, and growing Yo Llamas Artz into the colorful authentic business it is today.

What sets me apart is the intentional, personal approach I bring to every piece. Whether I’m helping someone tell their story through meaningful color choices or drawing inspiration from nature to create a particular fold or palette, I pour care and thought into it all. Yo Llamas Artz is wearable art that honors both the beauty of the world around us and the uniqueness within ourselves.

You can see my authentic style and personality woven into every part of Yo Llamas Artz—from the designs themselves to the way I photograph and market them. I even taught myself Photoshop so I could create fun, vibrant visuals that truly reflect the spirit of my art. I hope those touches bring you joy!

Teaching tie-dye classes and hosting DIY stations at festivals is also a deeply meaningful part of what I do. These moments go far beyond making art—they’re about helping people quiet their inner critic, tap into creativity, and feel the freedom to express themselves. Tie-dye becomes both a therapeutic tool and a playful way to connect, celebrate, and create together—no matter your age.

Sustainability is a core value of mine. I use low-impact dyes, promote upcycling, and source materials from companies that are committed to ethical and environmentally conscious manufacturing. Through intentional choices, I aim to create joy and color while also honoring the planet.

Giving back to my community is one of my greatest joys. I’ve partnered with nonprofits like Amor Para Todos to design custom shirts that support their missions. I’ve also created school spirit shirts to help raise funds for my children’s elementary school. Seeing my work unite people and support causes I care about is both humbling and fulfilling.

Yo Llamas Artz was born over 14 years ago—before I was married, before I had kids, and before I became the person I am today. Life changes, and we grow right along with it. I know how easy it is to set high expectations for yourself and for your business. As a mother of three wild and wonderful little ones, I still have days where I fall short—but I’ve learned that’s okay. Like life, your business will have its highs and lows—but that’s part of it. Embrace the process, stay grounded in your purpose, and trust that you’re exactly where you need to be. I believe in YOU. My business doesn’t make millions—but it means the world to me. It’s a reflection of who I am—creative, passionate, and rooted in connection. Owning a business doesn’t have to be about chasing massive profit—it can be about connecting with humanity, spreading joy, and adding a little more color to the world.

So whether you’re diving into your creativity, just trying to make it through the week, or chasing a big dream—be kind to yourself. And if you haven’t made your own tie-dye yet, throw on a Yo Llamas Artz tee, embrace the color, and get out there and do you. Your creativity is valid. Your voice matters. You are worth celebrating.

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

The most effective way I’ve grown my clientele is through proactive outreach, meaningful collaboration, and staying true to my authentic style. As a one-person business competing with factory-made tie-dye and a surge of new tie dye startups, building genuine connections takes time and persistence. I reach out to companies I admire, partner with nonprofits that align with my values, and collaborate with fellow small businesses to expand my network and brand. Above all, staying positive has been key.

Keeping my portfolio fresh and consistently pitching new ideas helps me create opportunities rather than wait for them. I’ve leaned on family and friends for support—one of my biggest photoshoots featured my sister-in-law and a group of cousins. If you don’t have family close by, neighbors or local business groups online can be incredible resources. Many cities even offer small business support programs you might not know about.

To stand out, I create marketing flyers and photos that reflect my humor and personality. I even taught myself Photoshop so I could showcase my tie-dye in creative and fun ways that feel true to me.

I once approached a woman at a festival who ran a recycled clothing company I admired. She generously shared advice, festival tips, and even recommended the best clothing racks to invest in. That moment reminded me—don’t be afraid to ask questions. You’d be surprised how many people are willing to share their journey.

I’ve also collaborated with creatives like photographers looking to build their portfolios—mutual support like that benefits everyone. Just be mindful and stay safe when connecting with new people.

Put yourself out there. Trust your vision. Growth happens through the chances you take and the relationships you build along the way.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

With tie-dye growing in popularity, I’m facing more competition—from local startups to mass-produced pieces sold at lower prices. That’s why staying connected with my clients, being authentic, and fostering brand loyalty has never been more important.

By consistently sharing my story, values, and the mission behind Yo Llamas Artz, I create meaningful connections. My clients become part of a community—not just buyers—and that emotional bond encourages long-term loyalty.

Since I attend festivals and I’m not very good at posting on social media I can’t always keep my website updated, I regularly refresh and send out my portfolio. It’s a great way to share new creations, spark fresh ideas, and remind clients of the work we’ve done together.

I also check in with clients through email to let them know I’m available for any new ideas or projects. Life gets busy, and a simple nudge often helps reignite collaborations that may have been put on the back burner. That personal touch keeps me top of mind and strengthens our relationship.

Loyalty grows even stronger when I work with clients who value the same things I do—quality, creativity, and sustainability. When we share those values, it creates a lasting foundation built on mutual respect and trust.

Yes, I’ve lost clients to cheaper, factory-made options—but that’s part of the journey, and I’ve learned not to take it personally.

What I offer goes far beyond the product. Each tie-dye piece is created with intention, care, and heart—not mass-produced by machines. And whatever you’re creating or offering—remember, it’s just as important and special.

Contact Info:

• Website: https://www.etsy.com/shop/YoLlamasArtz
• Instagram: @tie.dye.yo.llamas.artz or https://www.instagram.com/tie.dye.yo.llamas.artz/
• Facebook: https://www.facebook.com/yollamas.artz.5/ or just search Yo Llamas Artz
• Youtube: https://www.youtube.com/@YoLlamasArtz

Image Credits

they wish to remain anonymous