We’re excited to introduce you to the always interesting and insightful Deandra McInnis. We hope you’ll enjoy our conversation with Deandra below.

Deandra, appreciate you joining us today. It’s easy to look at a business or industry as an outsider and assume it’s super profitable – but we’ve seen over and over again in our conversation with folks that most industries have factors that make profitability a challenge. What’s biggest challenge to profitability in your industry?

One of the biggest challenges to profitability in the custom creations industry is balancing time and labor with pricing. Because each item—whether it’s apparel, drinkware, or party favors—is personalized, it takes significant time to design, produce, and ensure quality for every order. Unlike mass production, there’s no “one size fits all,” and the attention to detail can’t be rushed.

For example, I once fulfilled a bulk order for a multi-day community event. While it was one of our largest and most rewarding projects, the preparation took countless hours between design revisions, supply sourcing, and last-minute changes. I had to temporarily scale back other incoming orders to meet that deadline, which impacted short-term revenue. It reminded me how critical it is to manage capacity carefully and price products in a way that reflects both the creative effort and time investment—something customers may not always see.

Ultimately, in this industry, success isn’t just about sales—it’s about maintaining quality and customer satisfaction while also protecting your time and resources.

Deandra, 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?

My name is Deandra McInnis, and I’m the proud owner of Dee Dee’s Custom Creations, a small business born out of my passion for creativity and love for making people feel celebrated and seen. What started as a hobby making personalized gifts for friends and family quickly grew into a thriving business through word of mouth and community support.

At Dee Dee’s Custom Creations, I specialize in handcrafted, personalized products including custom apparel, party favors, drinkware, footwear, and unique gifts for all occasions. Whether it’s a birthday, wedding, graduation, business launch, or just a thoughtful “just because” gift, I work closely with each client to bring their vision to life. Every item is made with care, creativity, and a personal touch.

One of the key problems I help solve is helping people express themselves and celebrate life’s special moments in meaningful, memorable ways. In a world of mass-produced items, I offer customization, attention to detail, and emotional connection. My clients often come to me with just an idea, and together we turn that idea into a one-of-a-kind creation that leaves a lasting impression.

What sets my brand apart is not just the quality of the products, but the relationship-driven service I provide. I believe in listening to my customers, staying innovative, and going the extra mile to ensure satisfaction. Every product is more than just a sale—it’s part of someone’s story.

I’m most proud of successfully fulfilling large custom orders while maintaining the quality and care that defines my brand. One of my proudest moments was completing a high-volume bulk order for a multi-day community event—a milestone that proved my ability to scale while staying true to my handcrafted roots.

For potential clients, followers, and fans, I want them to know that when they support Dee Dee’s Custom Creations, they’re supporting a Black woman-owned, heart-driven business that values creativity, connection, and excellence. Every product I create is made with love, purpose, and the intention to make people feel special.

What’s worked well for you in terms of a source for new clients?

The best source of new clients for me has been a mix of word of mouth, wearing my own products, and participating in personal events. When people see my custom apparel or drinkware in real life—whether I’m wearing it or it’s being used at a party or pop-up—they often ask, “Where did you get that?” That question opens the door to a conversation about my business. Word of mouth has been incredibly powerful—my satisfied customers are my biggest advocates. And by showing up to vendor events, school functions, and community gatherings with my creations on full display, I’ve been able to build visibility and trust, which naturally turns into new orders.

We’d love to hear the story of how you built up your social media audience?

Even though I haven’t been as consistent lately with posting, my audience has grown through genuine connections and the quality of my work. I started with an Instagram and Facebook business page, and I also share my work on my personal page, which has helped bring in support from friends, family, and local community members.

A big part of my growth has come from customers tagging my business when they post the custom products I’ve created for them. Those tags help build trust and visibility, because new potential clients get to see real people showing love for my work. That organic word of mouth on social media is powerful.

My advice for those just starting out: Don’t overthink it—just start sharing. Post your work, even if it’s not perfect. Show behind-the-scenes moments, packaging, customer reviews, or time-lapse videos of your process. Also, don’t be afraid to ask happy customers to tag you. Consistency is key, but authenticity matters more. Let people connect with you just as much as your brand.

Contact Info:

• Instagram: deedeescustomcreations
• Facebook: Dee Dee’s Custom Creations
• Other: email: [email protected]

Image Credits

Myself: Deandra McInnis