We were lucky to catch up with Joy Dean recently and have shared our conversation below.

Joy, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The idea for our business came to life in a way that was completely unexpected—and completely perfect. About five and a half years ago, I was working as a dyslexia specialist at my kids’ school when I discovered that my eighth-grade daughter, Alia, had a “super secret side hustle.” She was making bold, quirky jewelry and selling it to her classmates for lunch money. I was both surprised and inspired—it was clear she had a creative spark, and her friends clearly loved what she was making.

Then the COVID shutdown happened, and like many families, we were facing a major reset. That’s when we had the idea to turn Alia’s hobby into something bigger—something that could eventually help fund her and her siblings’ college education. We started small, making playful, toy-style jewelry, but we quickly saw an opportunity in a niche that was underserved: fandom-based accessories. Through market research and real-world feedback, we honed our focus on anime and gaming jewelry. These communities are passionate, loyal, and deeply connected to the characters and stories they love.

We began selling in-person at Comic Cons and gaming events, and the response was immediate and electric. When someone spotted a design tied to a franchise they adored, their whole face would light up. That emotional connection told us we were onto something special. My youngest daughter, Kara, jokes that once I start talking to someone, 70% of the time they’re drawn into our booth—and about half of them end up making a purchase. Those conversations, those moments of shared fandom, made it clear this wasn’t just a fun idea—it was a business with real potential.

What got us most excited was realizing that no one else was doing what we were doing in quite the same way. Handmade, hypoallergenic, fandom-inspired jewelry in a wide variety of franchises was almost nonexistent. Even now, new businesses entering the space seem years behind us in terms of design and materials. We knew we had found our niche, and more importantly, we were filling a gap that fans were eager to have filled. Our business started from a place of love—for creativity, for fandoms, and for family—and that’s still what drives us today.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’ve always had an entrepreneurial spirit, having owned two different businesses before launching Extra Earrings. Back in 1998–1999, I ran a video rental store in College Station, TX called Video Venue, and later, from 2006–2015, I owned a small business consulting firm in Austin called Consulting Prosperity. My journey into the handmade jewelry space started in a very personal way—I was looking for a new business idea when I discovered that my daughter, Alia, had a hidden talent for making quirky jewelry for teens. Watching her creativity blossom sparked something in me. Around the same time, we were facing the financial reality of trying to put three kids through college after spending years paying off our own student loans. The timing felt right—especially with the COVID-19 shutdown—and I decided to leave my career in education and return to the tech world, using my previous experience in web development to support this new family venture.

Extra Earrings creates handmade, hypoallergenic jewelry inspired by anime, gaming, TV shows, movies, and all things fandom. Every piece we offer is carefully designed to help fans express their individuality and connect with the stories they love. We specialize in earrings, necklaces, and accessories that reflect a wide range of franchises—from mainstream anime to niche pop culture—so our customers can always find something that resonates with their fandom. What sets us apart is that we’re not just resellers or mass producers; we handmake our items and offer a diverse selection across multiple fandoms, which is rare in our industry.

I’m most proud of the fact that Extra Earrings is a woman-owned, all-female, family-run business. We’ve turned a creative spark between a mother and daughter into a growing brand that attends over 20 conventions a year, supports education, and uplifts fan communities. Our mission is to offer high-quality, affordable, and stylish pieces that serve as wearable art—something that empowers our customers to be themselves. For potential clients and fans, I want them to know that every item we sell is made with love, intention, and an understanding of what fandom means to people. We’re not just selling jewelry—we’re helping people wear their story.

What else should we know about how you took your side hustle and scaled it up into what it is today?

Yes, our side hustle officially became our full-time business about a year ago—and it was both a leap of faith and a natural next step. After I was laid off from my role as a game producer, I was one of the more than 35,000 people in the industry affected by layoffs over the last few years. The job market was incredibly tight, and as I searched for the next opportunity, I realized I already had one right in front of me: Extra Earrings.

We had been building this business slowly on the side, but this moment gave me the time and motivation to dive in fully. I used the opportunity to completely redesign our entire jewelry line. Every single piece was upgraded—ensuring that it was 100% handmade and hypoallergenic. I refined our original designs, elevated the craftsmanship, and leaned into everything we had learned as jewelry designers since the beginning. The result was a much more polished and cohesive product line, showcasing both our growth and creativity. This also allowed us to build up a strong inventory that demonstrated just how far we had come.

One of the key milestones during this transition was the shift in our brand identity—from fun, fandom-themed pieces to beautiful, wearable art that bridges convention flair with everyday elegance. We focused on creating jewelry that not only makes a statement on the con floor, but also fits right in at work, at dinner, or even in a boardroom. It’s stylish and sophisticated, even to those who may not recognize the fandom behind it. But when someone does recognize it—that shared moment sparks an instant connection and community. That’s what makes our work so meaningful.

Today, Extra Earrings is more than just a business—it’s a way for us to celebrate creativity, build connections, and carve out a unique space in the world of handmade, fandom-inspired fashion.

Can you talk to us about how you funded your business?

Extra Earrings has been completely self-funded from the very beginning. When we first started, I was transitioning from a career in public education to working in the tech industry, and I used a portion of my income during that time to get the business off the ground. We started small—just enough to buy supplies, build a basic inventory, and test the waters at local markets.

When I eventually lost my position in the tech world, I made the decision to invest further in the business using my personal savings. That allowed us to continue expanding our inventory, refine our designs, and invest in the education and tools we needed to improve as jewelry designers.

Today, our growth is primarily funded by the revenue we generate at comic and gaming conventions. We reinvest those profits into creating new products, improving our display and branding, and registering for future events. It’s a steady, sustainable model that keeps us close to our community and focused on what fans love most.

Contact Info:

• Website: https://www.extraearrings.com
• Instagram: https://instagram.com/extraearrings23
• Facebook: https://facebook.com/extraearrings
• Other: http://tiktok.com/@extraearrings

Image Credits

My daughter, Kara Dean, took almost all the images here. Others were taken by friends that participated in The Blox business reality show in January.