We caught up with the brilliant and insightful Lisa Shultz a few weeks ago and have shared our conversation below.

Lisa, thanks for taking the time to share your stories with us today What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

As I was rushing to my yoga class, I was distracted by a store window with the image of a vintage cowgirl on the back of a flannel, emblazoned with the words “Long Live Cowgirls”. Being a fan of country music and flannels, I loved the look and risked being late to yoga as I went in to check it out. Each design was cuter than the last, but I kept thinking how I could make them even better! I began envisioning how these designs could resonate with various audiences—showcasing their interests, senses of humor, and serving as perfect, one-of-a-kind gifts! What began as a casual browse, quickly transformed into a passionate pursuit! I spent my yoga class thinking about the fun detailing and catchy phrases I could use. I knew when I went home that night, that a seed had been planted.

As with most new endeavors, I faced several obstacles. Balancing a full-time job as a teacher, navigating a divorce, and preparing for my kids to leave for college were already demanding enough. To add to the challenge, I didn’t own a heat press, my sewing machine was two decades old, and I had no sewing skills to speak of. Yet, I was determined to make this idea my own.
I tackled these challenges step by step. My time off from teaching became a period of research and design. BackStory became a welcome distraction from personal difficulties as well as an opportunity to bond with my children through thrifting and sewing lessons. I immersed myself in YouTube sewing tutorials and discovered that I could forgo a heat press by sourcing vintage t-shirts with unique images and funny sayings!

The learning curve was steep. It may sound simple, but sewing a panel on the back of a flannel could take me hours as I struggled with alignment and technique. How many times did I untangle the thread or use that seam ripper to start again?! Yet, the thrill of finding the perfect color combinations and styles kept me going.
My initial efforts led to supportive friends commissioning their own designs, and soon, word of mouth spread through their small town of Edwards, Colorado, bringing even more local interest.
Once I set my mind on a goal, I became single-minded in my pursuit. I checked for one of a kind bargains on thrift sites, and scoured The Salvation Army and Goodwill for the best finds within my budget. Then I built my store, www.backstoryapparel.etsy.com as a natural extension of my efforts. Despite investing more than I initially earned, I purchased a new sewing machine, invested in equipment, kept meticulous records, and explored various in-person markets to understand what worked and what didn’t. It was a process filled with trial and error, but it led to the creation of hundreds of backstories. Over time, I have extended my product line to denim and utility jackets, sweaters, dresses, and totes!

Now, nearly a year into this journey, I’m proud to be a 5-star seller on Etsy with growing sales each month! I also do custom designs! I love collaborating with customers to create personalized backstories and have had many repeat customers and referrals. I also enjoy sharing my sense of humor. I attract customers at markets with my best selling design, “There it Goes, My Last Flying F@ck!”, showing a skeleton casually watching his bat fly away. This very timely design always gets a laugh! I’m currently working on new design ideas – silhouettes cut out of colorful patterns on denim jackets, concert t-shirt patches, and now I’ve created my first Halloween and Holiday collections!

This venture has provided me with a much-needed creative outlet. BackStory Apparel fulfills my creative side, fills my empty nester time, and is beginning to add to my monthly income! I’m optimistic that more exposure and profits will follow, and I’m excited about what the future holds.

Lisa, 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?

At BackStory Apparel, I believe that fashion is not just about clothing—it’s about expression, creativity, and storytelling. Over the years, I’ve been happiest when creating. Both of my grandmothers were talented artists and I believe they have a lot to do with the way I look
at the world with my “mind’s eye” I’ve had various artistic ventures over the years such as wall muraling, creating fabric wall art, jewelry making, and upcycling denim. Each project provided its own rewards, but none have compared to the success and fulfillment I’ve found with BackStory Apparel.

Why BackStory Apparel Stands Out

Unique Designs: At BackStory Apparel, every piece is a canvas for creativity. I meticulously search for the most unique designs within popular categories, ensuring that each item tells its own story. My designs are truly one-of-a-kind, made to stand out and make a statement.

Innovative Materials: I’m always eager to explore new materials and techniques. Recent experiments include adding vibrant details to collars and cuffs, cactus silhouettes cut from a Bolivian blanket, and a denim jacket that screamed Las Vegas with classic Vegas Strip patches and dice on the cuffs. I’m currently working on transforming a beautiful tropical palm tree print tablecloth into a distinctive denim jacket design. I embrace risk and creativity, knowing that if something doesn’t sell, it can be recycled into a new, exciting creation.

Custom Orders: I offer personalized service to create custom designs that are tailored to your specifications. From brainstorming ideas to finalizing details, I work closely with customers to ensure their vision comes to life. The joy of seeing a customer delighted with a unique item that garners compliments is immensely rewarding.

Where to Find Me

Etsy: Explore my collection on Etsy, where each piece is crafted with care and creativity. www.backstoryapparel.etsy.com
Instagram: Follow me on Instagram @backstory_apparel for the latest designs, best sellers, previews of new designs, and customer bios.
Markets: I also participate in various markets, providing a chance to meet customers face-to-face and showcase my creations.

Customer Satisfaction
My customers appreciate the one-of-a-kind nature of the apparel and the personal touch that goes into each design, I have received consistent 5 star ratings on customer service, delivery, and communication. Many customers return seeking special gifts or unique additions to their wardrobe. The satisfaction of creating something distinctive and receiving positive feedback is what drives me forward.

Discover the world of BackStory Apparel and find your perfect, unique piece that tells a story just for you. What’s your story?

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

As a fairly new business I started by creating an Etsy shop. Etsy has been a good place to get my feet wet. However, there are pros and cons to this approach.
The platform is user friendly and known for finding unique items from small businesses. It makes communicating with customers easy, simplifies printing postage/ scheduling pickups, and offers workshops and advertising. However, you do pay for the popularity of the site in fees.
Pros:
1. Established Platform: Etsy is a well-known and popular marketplace for unique, handmade, and one-of-a-kind products. Its established reputation helps attract a wide audience who are specifically looking for such items.

2. Ease of Use: The platform is user-friendly, making it straightforward to list products, manage orders, and communicate with customers.

3. Convenient Shipping: Etsy provides integrated shipping options, allowing sellers to print postage and schedule pickups easily, streamlining the logistics of order fulfillment.

4. Exposure: Being part of Etsy’s large marketplace gives new businesses exposure to a broad customer base that may be difficult to reach independently.

Cons:
1. High Fees: Etsy charges various fees, including listing fees, transaction fees, and payment processing fees. These costs can add up and affect overall profitability.

2. Competition: As a popular platform with many sellers, competition can be intense. Standing out among numerous similar listings requires additional effort in marketing and differentiation.

3. Limited Control: Sellers have limited control over the platform’s policies and changes, which can impact how you manage your store and interact with customers.

4. Fee Structure: The cost of using Etsy’s services can be seen as a necessary evil, as it directly impacts the overall profit margin of sales.

While Etsy has been a valuable tool for getting started and gaining exposure, I am considering creating my own site in the future to have more control over my online store. For now, focusing on building my business through Etsy, despite its fees and challenges, remains a crucial step in establishing my brand and expanding my reach.

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

Free publicity and word of mouth is probably the best and cheapest form of advertising. Learn to use it to your advantage.” – Richard Branson

At BackStory Apparel, I’ve experienced firsthand how powerful and cost-effective word of mouth can be. What began as a small endeavor, creating a few flannels for friends, has evolved into a growing small business, largely thanks to the organic spread of positive recommendations. Their satisfaction and enthusiasm led them to share their unique finds with others. This word of mouth created a ripple effect, as friends of friends started asking about their stylish, one-of-a-kind shirts. Fellow sellers and customers who were impressed by my work began reaching out for custom orders. These referrals not only brought in new business but also increased visibility in the community of small, creative entrepreneurs. Positive recommendations have led to an increase in followers on Instagram. As satisfied customers share their experiences and tag BackStory Apparel in their posts, new potential clients discover the brand.

I make it a point to build strong relationships with my clients, knowing that their enthusiasm can lead to more referrals and new opportunities. I actively engage with my followers and encourage them to share their purchases. I regularly post reviews and photos of customers wearing their backstories with the hashtag #backstoriesinthewild to show the breadth of clientele around the world! The most powerful way to create customer relationships is face-to-face. These spontaneous interactions at markets and events often lead to immediate word-of-mouth promotion, as customers share their positive experiences with their networks.

In summary, the growth of BackStory Apparel has been significantly driven by the power of word of mouth. As satisfied customers share their experiences, I continue to expand and reach new audiences. This organic form of promotion has proven invaluable in building the brand and fostering a loyal customer base.

Contact Info:

• Website: www.backstoryapparel.etsy.com
• Instagram: @backstory_apparel