Alright – so today we’ve got the honor of introducing you to Erica Walton. We think you’ll enjoy our conversation, we’ve shared it below.
Hi Erica , thanks for joining us today. Alright, so we’d love to hear about how you got your first client or customer. What’s the story?
In March of 2015, I was laid off as a caregiver for sick parent. I knew I’d never return to the field because of miraculous improvement in their health. I told myself that I had enough skills with customer service, planning, organizing and creating fashionable products to actually start something. I’d say affirmations my grandmother taught me to motivate myself to stay focused and not give up. I thought, wow, maybe I should do something with affirmations. After a few weeks of researching “how to start an LLC” April 1, I filed articles of incorporation, created a website and mocks of the first T-shirt design I released. The Tshirt featured a little girl with large Afro puffs and a crown. It had an affirmation stating “I’m a Princess Growing Into a Queen”. I remembered wondering “who in the world would buy this?” I knew that my daughters would wear them if all else failed. At the time I had six daughters, now I have ten. Yes, ten. I posted the mocks online stating I’d have a release for the products and invited moms and daughters to attend the launch. Later that day, I posted the link to my new site and anticipated either nothing or an overwhelming crash of support. What actually happened was what one might deem as “no support”. However, for me it an affirmation coming to light. “Whomever I Intend to Reach Will Find Me”. A women that I’ve never crossed paths with in D.C was the first to purchase on my website. Not the people right in the city I was raised in, not my friends with children or cousin I adore but a complete stranger. It gave me the ability to see that when I have an idea I shouldn’t focus on who’s going to support but allow the divine to send those who need what I create.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?
I am Erica V. Walton, a wife, mom, author and owner of Evolving Diva. My company actually started with writing a children’s book and apparel based on an affirmation taught to me by my grandmother. There were so many affirmations that she had given me throughout my life due to her, becoming my guardian. She wanted me to always have a positive voice in my mind to combat the negative feelings I was experiencing as a child. Over the years as time shifts , my children grew and I release more of the things relatable to me. I’ve become a multifaceted person. I’ve written fourteen books, hosted a mentoring program for young ladies, created apparel based on affirmations for girls and women, affirmation card decks, a song, led self care events, retreats and getaways. My centering inspiration is the little girl I once was and the woman I desire to be in the end. Being the inspiration I’d like to see in the world.
Can you tell us about a time you’ve had to pivot?
At 43 years young, I’ve realized that pivoting is a part of the process. When I started out, I honestly thought that my mentoring for young girls would be the only thing that I’d ever do. However, as my now adult children were beginning to reach their teen years it took a toll on me. I was unable to manage having four teens all while attempting to manage a camp for girls ages 7 through 17. At that time business was also shifting. I was getting a lot of invites for my books and speaking engagements. My focus became marketing and getting products out to potential customers due to me not having a brick and mortar store. I began to host events and I would invite other vendors to join me to also sale their products. That lead to me hosting business and branding workshops for other small business owners who were looking to expand. Then eventually, we reached the COVID-19 era. It was time to pivot again because it was no way 100s of people could gather. I began hosting an online support group and intimate trips for women to have support for their emotional and mental wellbeing. I am currently transitioning from the group into a private support. I still host intimate travel groups and something tells me that’s going to transition as well. However, there’s a blessing in change and of course, the pivot.
We’d love to hear the story of how you built up your social media audience?
Social media has been a major source of support for my brand. I’d say 80% of my revenue comes from social media. It’s really funny how such a private person became open to sharing content online. At first, it was mocks of my design, then I took a branding class. One of the suggestions was to incorporate a little bit of my life into my brand. Once I allowed people to see my humanity and not just the product, I gained support from fellow mothers, wives and aspiring designers. I do save some things for myself to keep me balanced and have boundaries but I am not afraid to share that I do experience hardships.
Contact Info:
- Website: https://www.evolvingdiva.com
- Instagram: @Evolvingdivainc
- Facebook: Erica V Walton