Alright – so today we’ve got the honor of introducing you to B. Will. We think you’ll enjoy our conversation, we’ve shared it below.

B. , looking forward to hearing all of your stories today. Let’s jump right into the heart of things. Outsiders often think businesses or industries have much larger profit margins than they actually do – the reason is that outsiders are often unaware of the biggest challenges to profitability in various industries – what’s the biggest challenge to profitability in your industry?

It’s easy to assume that creative and wardrobe services — especially those tied to fashion, events, or branding — are highly profitable because they’re often tied to visual luxury or high-profile projects. But in reality, one of the biggest challenges to profitability in this industry is that our work is seen as an enhancement, not a necessity. Creative direction, styling, and wardrobe services are often treated as optional — the first thing to get cut when budgets shrink, or the last thing people feel they need to pay for properly.

There’s a disconnect between the value we provide and the perceived necessity of that value. People love the outcome — the visuals, the vibe, the polished execution — but often underestimate the labor, strategy, and sourcing that goes into it. I’ve had moments where a client loved the mood board, fittings, and final look, but hesitated at paying a fee that reflects the hours of prep, tailoring, returns, and planning involved. They see the glamour, not the grit.

Profitability becomes even more complex when you’re trying to make these services accessible while still honoring your worth. It’s a constant balance between delivering creative excellence and managing expectations around budget, time, and investment

B. , 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?

B. Will is a Baltimore-born creative director and producer whose career began in New York, where she studied Fashion Marketing and Styling at the Fashion Institute of Technology. While honing her craft, she gained hands-on experience in editorial styling and runway production, including work behind the scenes at Mercedes Benz New York Fashion Week. Her editorial portfolio includes contributions to IDOL, ELLE International, Maxim, Jón, and Flaunt Magazine.

In April 2023, she launched IBW Creative Agency, a boutique creative firm focused on bringing bold, culturally rooted ideas to life through event production, creative direction, brand development, and experiential marketing.

IBW’s notable projects include 2023’s Welcome to 25th Street Fashion Show, a large-scale outdoor production blending fashion, music, and community, as well as stage production for YG Teck’s “90 Day Run” Tour, where the agency led creative staging and live show execution. Most recently, IBW served as the production partner for Artscape’s SCOUT Art Fair, managing the buildout of 60+ mini gallery spaces curated by Derrick Adams and Terri Henderson.

In addition to events, IBW supports a growing list of branding and styling clients, offering campaign creative, social rollouts, and wardrobe consulting for fashion-forward entrepreneurs and lifestyle brands. The agency’s mission is simple: build the vision and make it feel effortless.

What do you find most rewarding about being a creative?

The most rewarding aspect of being a creative is witnessing the impact — that full-circle moment when something that once only existed in your head becomes real, tangible, and felt by others. Whether it’s a stage being lit exactly how you envisioned, a model stepping into a perfectly styled look, or guests walking into a space and reacting with awe — it’s that moment of alignment between vision and reality that makes it all worth it.

There’s something deeply fulfilling about knowing the hours of planning, sketching, moodboarding, and problem-solving led to something that moved people. Seeing the vision come to life, and watching others experience it, reminds me that creativity isn’t just visual — it’s emotional. It’s storytelling. It’s connection. And being part of that process from start to finish is the kind of reward you can’t really quantify.

Can you tell us about a time you’ve had to pivot?

Leaving retail and hospitality wasn’t just a career shift — it was a leap of faith. After years of working in fast-paced environments where I mastered customer experience, team coordination, and pressure-driven performance, I reached a point where I knew I was building everyone else’s brand but my own. I had the vision, the skills, and the creative direction — but I was still playing it safe.

So I made the decision to bet on myself.

It hasn’t been without challenges. One of the hardest parts is finding that balance between pursuing long-term creative goals and managing the reality of day-to-day finances. There’s no guaranteed paycheck in entrepreneurship, no clocking out. But there is freedom, there is alignment, and there’s a sense of ownership over the work I do — and that’s what fuels me.

Every project, every client, every event is a reminder that I made the right choice. I stepped away from what was secure to build something that’s mine. And I’m still learning, still growing, still showing up — because the vision is bigger than the risk.

Contact Info:

• Website: https://IBWCreative.agency
• Instagram: @iam.bwill

Image Credits

Images By Dee Hardaway