We recently connected with Danielle DeHanes and have shared our conversation below.

Danielle, thanks for joining us, excited to have you contributing your stories and insights. The first dollar your business earns is always special and we’d love to hear how your brand made its first dollar of revenue.

The first dollar Glitter Mafia ever earned came from a Facebook group — ironically, one I’m now banned from! My original business partner and I launched our one-step, mess-free face glitter in a few signature shades like Purple Nova and Disco Shimmer, and to our surprise, the orders started pouring in almost immediately.

I quickly set up a Google Sheet to keep track of names and addresses while she managed payments. It was far from a perfectly run operation — more like a “hot mess express.” Some customers received their orders right on time, others were missing items, and a few ended up with unexpected extras. Our local post office dreaded seeing us walk in — our small packages had barely any room for postage or tracking labels, and glitter seemed to follow us everywhere.

Despite the chaos, we quickly built a reputation as “the glitter ladies,” and that first wave of excitement taught me two important lessons: people genuinely loved our product, and even the messiest beginnings can blossom into something magical.

After a few weeks of organized chaos, we realized it was time to level up. We needed systems, structure, and a more professional way to grow. That’s when we decided to invest in a website — and just a month later, our cheer boutique was officially born.

Danielle, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Glitter Mafia started as a creative solution to help cover the cost of my daughter’s cheerleading expenses — but it has since grown into something so much more. What began as a small side project is now a mother-and-daughter-run business built with passion, perseverance, and purpose. My dream is for this brand to become something I can one day hand to my daughter, Liberty, so she has a steady stream of income to support her college education and the foundation to grow Glitter Mafia into something even bigger.

As a single mom of two, this business means everything to me. Without Glitter Mafia, Liberty wouldn’t be able to pursue her love for cheer. I was raised in a family of small-business owners who worked day and night to build their dreams, and I’m proud to be passing that same work ethic and entrepreneurial spirit on to my children.

At its core, Glitter Mafia is about creativity, customization, and community. We specialize in one-step, mess-free face glitter and custom creations that celebrate individuality and spirit — from signature blends to team-specific color combinations and even unique shapes. We pride ourselves on being flexible and solution-oriented. If a client needs a color we don’t carry, we’ll create it. If they’re looking for a specific shape, we’ll track it down. And if budget is a concern, we’ll collaborate to find a way that works.

What sets us apart is that we truly care — about our customers, their stories, their teams, and their dreams. We work hard to keep our costs as low as possible so no one ever has to miss out on adding a little sparkle to their season. I’m most proud of the fact that Glitter Mafia is not just a business — it’s a family-built brand born from love, resilience, and a whole lot of glitter, and we can’t wait to keep growing and spreading that joy.

How did you build your audience on social media?

Building our social media presence was definitely a journey — and not always an easy one — but we’re proud to say we’ve grown organically from the ground up. In the beginning, we focused on meeting our audience where they were. Since our boutique is primarily geared toward cheerleaders, we joined several cheer mom groups on Facebook and started sharing our products there. We leaned into one of our biggest selling points — that our face glitter isn’t loose or messy — and consistently tagged our business page in posts. That helped us quickly build awareness and attract followers who were genuinely interested in what we offer.

We also used packaging as an opportunity to connect. Every order included our Instagram handle on the label and a handwritten note encouraging customers to tag us in their photos. That small, personal touch created a sense of community and gave us authentic user-generated content to share.

Unfortunately, our original Instagram account was unexpectedly shut down, which was a major setback. But even that taught us valuable lessons. We rebuilt, reconnected with much of our original audience, and used hashtags, engagement, and interaction to accelerate growth. More than anything, we found that authentic engagement — replying to comments, resharing customer content, and showing the people behind the brand — made the biggest impact. People follow brands that feel human, not just promotional, and that’s exactly what we strive to be.

How do you keep in touch with clients and foster brand loyalty?

We stay connected with our clients and continue growing our brand by focusing on genuine relationships and meaningful interactions. One of the biggest ways we do this is through our ambassador program, which we recently relaunched with a more strategic approach. Each ambassador is carefully selected not just for their reach, but for their ability to represent our brand in a welcoming, positive, and impactful way. They’re an extension of the Glitter Mafia community and help us build authentic connections with new audiences.

Another key part of our approach is personal communication. We don’t rely on automated messages or bots — every message and reply comes from a real person. It might mean that responses take a little longer at times, but it ensures that every customer feels seen, valued, and heard.

We’re also focused on meeting people where they are by increasing our presence at vendor events, cheer competitions, and even local festivals. These events not only allow us to connect with customers face-to-face, but they also help us show that glitter isn’t just for cheerleaders — it’s for anyone who wants to add a little sparkle to their life. By combining community engagement, authentic communication, and real-world exposure, we’re building relationships that go far beyond a single purchase.

Contact Info:

• Website: https://Www.glittermafia.net
• Instagram: https://www.instagram.com/glittermafia2.0
• Facebook: https://www.facebook.com/share/17RhtxnUEV/?mibextid=wwXIfr