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

Toi, thanks for taking the time to share your stories with us today How did you come up with the idea for your business?

Back in 2015, I was in 10th grade attending my “Viking Vectors” course at VASJ. This course was centered around understanding business, finances, ACT prep, & more. I think I remember it as being an all-around course but don’t quote me haha. We had an assignment to come up with our own business and I automatically thought of a boutique!! I was always interested in fashion, so it made perfect sense. I was super excited, I started to research and found out the meaning of boutique, but I realized… I wanted to be the one making/designing my items which wouldn’t make it a boutique. After that I only remember making a business card that said “So Toi Boutique” with a marble background (fancy, right?!!) The irony now is that I am working to launch my very own boutique in addition to So Toi, so stay tuned!!

Ok, back to the story!! Back in 10th grade I didn’t understand that making & designing my own garments would make me a fashion designer… If I knew it all then I would’ve gone to college for Fashion Design versus nursing (laugh out loud). But here we are! I didn’t execute “So Toi” publically, until August 2020 I made my little sister’s birthday dress and received so much positive feedback. Pushing me to create So Toi’s Instagram because of the support. I shared the process of me creating her dress from start to finish & it was a sight to see. With so many others tuned in with interest in getting something made, I was thinking like… Alright I really have to create a BRAND for So Toi. At that moment, I knew the fashion business I envisioned creating would be worthwhile. I knew it would work because I took two whole years before launching to really teach myself fashion and business before launching in 2022. I was teaching myself how not only to create exquisite fashion but also an experience that surpasses the traditional shopping experience.

Toi, 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?

I am Toi Arnold, a 23-year-old Self Taught Fashion Designer from Cleveland, Ohio. My fashion business So Toi is currently in year 2 and I’m super excited to see how far I’ve come. I specialize in creating beautifully designed garments for women for Special Occasions, Bridal, Prom & Custom Design etc. So, I basically take a long piece of fabric and turn it into something really beautiful, I’ve designed and produced many 1 of 1 dresses for So Toi. Along with many exquisite prom gowns, mini dresses, skirts etc. and So Toi also provides a service known as Custom Design. Whether it’s a wedding, prom, birthday, or any special occasion our Custom Design service allows the client to input their thoughts/wants on how the garment is designed or I design it for them. In fashion some custom looks can be repetitive which clients are aware of, so that is when I step in to assist them to create something new. When I am designing for my clients, I design a look that has yet to be seen, something that is 1 of 1. I am super proud of myself for creating my business from nothing to something and never giving up, always choosing me, and building So Toi as a brand. I currently handle all facets of my brand So Toi, so I am a woman of many trades. I will be launching a new collection soon full of exclusive pieces designed by me… So stay tuned!!

Any advice for growing your clientele? What’s been most effective for you?

I’d have to say posting on multiple social media platforms & word of mouth. I ask all of my clients how did they find So Toi, the top 4 answers have been: “someone I know told me about you or So Toi”, “I found So Toi from a hashtag on Instagram”, “I follow you all @sotoi.xo on Instagram” & “you made a friend of mine dress before”. With my strengths being revealed to me it helps me to strategize more when relying on those two forms of marketing. I created @sotoi.xo Instagram page back in 2020, way before I had officially launched to grow our internet presence. A lot of our followers have followed us since 2020 so they’ve seen the progression of our brand allowing them to also recommend our brand to others as a reputable brand with amazing services. Whether they’ve shopped with us or not our followers can see the image of our brand through the lens of social media and overtime that has helped grow our clientele as well. I feel like word of mouth is super effective since words travel fast. With word of mouth, I don’t have to do much but be myself & do what I’m best at. I say that because when someone chooses to purchase from our online store or work with me face-to-face for Custom Design, they’ll enjoy either experience they received with So Toi. Which then allows them to tell others about So Toi. Even others who have not yet made a purchase will still show their support of my brand by recommending it to others. I appreciate all support no matter the form because it helps my brand So Toi & myself grow.

How’d you build such a strong reputation within your market?

So Toi have always had a reputable & thorough website, multiple social media platforms with my work + personal account showcased on them since launching. In my first year of business, I offered the service “Custom Design” since it is a face-to-face service where my clients and I get to meet each other & throughout our Custom Design process we have the chance to form a more personal relationship. Our Custom Design service is very effective for our clienteling. There are steps that must be followed to book So Toi for Custom Design which personally I think has strengthened our reputation as well. We showcase and take much pride in professionalism along with providing the utmost customer service & a wonderful experience. My Custom Design clients have helped me build a strong reputation for my brand as well!! A client of mine once mentioned to me how they overheard someone saying “I wasn’t a real person & how our website looks fake” though my client intervened to inform them that I am a real person, So Toi is a real brand & that I was making her prom dress. That alone helped me realize that our service Custom Design would and continues to positively grow So Toi’s reputation as a brand along with my personal reputation. As I have the honor to create my clients something beautiful rather it’s for their prom, wedding, birthday etc. they get the honor to experience a process centered around them. That service alone shows my clients, online customers, potential customers & viewers that I am a real person and So Toi is a real brand. Though now, a client or two have mentioned to me how they’ve told someone about me, my age & how I’m making their dress, or their daughters dress and the person is like “No way!! She’s that young? She can’t do that, or she can’t be doing that all by herself” and my Custom Design clients always assure them like “Yes, she is that young, but this is what she does, here’s her website & how they’ve seen me do it all by myself. I love my Custom Design clients because they speak for me and uphold my brand which continues to help me build So Toi’s brand reputation & my reputation. So, I thank my clients so much for always choosing & trusting me!!! To not know someone personally but choose them because you’ve seen their work on the internet or heard about them through someone else is amazing to me. That may be small to others but for me it makes me the happiest person on the planet & it lets me know my reputation exceeds me. It assures me that if I keep putting in the work So Toi will be a household name.

Contact Info:

• Website: www.sotoixo.com
• Instagram: https://www.instagram.com/sotoi.xo/?hl=en
• Youtube: https://www.youtube.com/@SoToixo/featured
• Other: So Toi’s email contact: [email protected] Toi Arnold email contact: [email protected]