We were lucky to catch up with Andrea Tice recently and have shared our conversation below.

Andrea, thanks for joining us, excited to have you contributing your stories and insights. What’s the backstory behind how you came up with the idea for your business?

I actually kind of fell into this business; it was never meant to be a full time occupation.

After completing my undergraduate at the Georgia Institute of Technology (GA Tech) in Atlanta, Georgia in 2004, I went straight into the field of insurance. Insurance was a family business and a comfortable place for me. Then, in 2010 law school sounded like a good idea, so I moved back home to Macon, Georgia where I began my education at the Walter F. George School of Law (Mercer University) in 2011.

While in law school, I purchased a single needle embroidery machine and began a side hustle in order to earn a bit of extra cash – I named the little business The Mane Monogram. My friend designed the logo, another friend designed my business cards, and I taught myself how to do simple machine embroidery.

At that time all I knew was that:
1) I love all things monogrammed;
2) Embroidering and monogramming items such as saddle pads, clothing, blankets, etc. helps prevent confusion regarding ownership at boarding barns (and also theft); and,
3) No one was really targeting the equestrian market in my circle of friends.

I began with simple three letter monograms on hats and saddle pads, names on jackets and vests, etc. Once word got out, I added embroidered prizes with logos, started doing larger quantities for barns/farms with their logos, and continued to invest in more supplies.

Fast forward to 2014 – I graduated from law school and began working in family law. The Mane Monogram remained a side hustle and I began setting up a little booth at ACTHA events and small local shows as a vendor. I sold pre-embroidered goods such as hand towels, tote bags, ball caps, and a friend’s goats milk soaps. Slowly people began to ask if I would take custom orders and so I did. As time marched on, I added larger shows and a second embroidery machine.

Balancing a full time job and The Mane Monogram was challenging for sure. While I loved my full time job (and financial stability), I felt out of place. If you think about it, no one comes into a lawyer’s office for a good reason, especially family law. With the exception of adoption, most are there for divorce, child custory battles, child support enforcement, domestic abuse, drug addiction, and all kinds of inter-family nastiness. I would not say I was unhappy; just not 100% happy. And by that time I had learned that there is much to be said about putting one’s happiness first.

So in 2019 I decided to take the leap and The Mane Monogram became my full time job (with much encouragement from my significant other, Brooks). I incorporated the business and set up a dedicated shop in our home. I added more machines, supplies, and technology.

Never did I ever envision myself an artist or creative type! In the years leading up to 2019 I had taught myself about colors, textiles, embroidery methods, correct needle and stabilizer choices, different types of thread, and the multiple factors involved in machine embroidery. People think I push a button and viola – finished good! That is very much not the case. I also put my marketing certificate to use and voraciously researched what equestrians purchase, when they purchase, and why they purchase.

Did I know this business would succeed? Absolutely not. Was I willing to work as hard as I could to ensure it would? Yes, I was and yes, I am. I found a niche and I was determined to make it work!

Andrea, 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 Mane Monogram offers custom embroidery, vinyl and printing, and is also boutique gift shop. The business is primarily a one woman show (me) with the help of my mother and friends during busy times. I just hired an amazing virtual assistant who helps with miscellaneous tasks behind the scenes and I am currently searching for an employee to work in the shop.

I work out of the basement of my home in Macon, Georgia and travel with my mobile unit, fondly named Cinnamon, almost every weekend to shows. I primarily vend at GHJA, AHJA, USEF, USEA sanctioned shows as well as local and schooling shows.

A friend who owns a local small business, Eliza Jane Lettering, handles the sublimation aspect of the business. She also pours our original wood wick candle line and creates the special occasion candles (Mother’s Day, Valentine’s Day, Christmas, etc).

When it comes to embroidery, quality control, consistency, and excellence are my focus. Ninety percent of items do not leave the shop without crossing my desk first. (The other ten percent are items that I feel confident my helpers did correctly.)

Over the past year, I have focused on growing the boutique aspect of the business.

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

Definitely word of mouth. Yes, social media, advertising, marketing, mailing campaigns, etc. have helped build my brand, but nothing beats positive feedback and word of mouth from clients. People do business with those they know, like, and trust. I have found that the best way to get clients to know, like, and trust me with their needs is via a recommendation from a friend or a review or comment regarding a positive experience.

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

The Mane Monogram is in its infancy and I have already had to overcome some pretty large obstables.

First, the timing of my decision to leave the legal field to make TMM my full time job turned out to be horrible. Little did I know in the Fall of 2019 that the Spring of 2000 would bring Covid-19. There I was about six months into doing this full time when the pandemic hit. Horse shows, from which I get approximately 80% of my sales, came to a halt. People were cutting back on spending. The world seemed to stop.

For a brief moment I thought, “This is it – we are not going to make it.” Fortunately, I was able to pivot and focus my efforts on making fabric face masks which became my bread and butter for the better part of that year. Demand for fabric face masks was such that I had to recruit my mother and several friends to help make the masks. TMM would not have survived had we not been able to use the resources and equipment we have to make that adjustment.

Secondly, a year later in Spring of 2021, I lost the love of my life and partner in TMM to a heart attack. He was just 40 years old. Just as things seemed to be getting back on track, Brooks died unexpectedly leaving me utterly devastated. After his passing, I was unsure whether or not I could handle the demands of the business both financially and emotionally on my own. Brooks would work his job during the day and come home and help with TMM at night; Brooks traveled to horse shows with me to set up as a vendor; Brooks was the vinyl “department”; Brooks was the other half of this venture.

Honestly, I am still figuring out how to do this without him, but I AM STILL WORKING AND MOVING FORWARD, which is a testament to my resilience in the face of loss, grief, and heartbreak.

Contact Info:

• Website: www.themanemonogramonline.com
• Instagram: The Mane Monogram
• Facebook: The Mane Monogram