I’m Eileen Hayman, founder of ELY the Label, and I want to share some lessons I’ve learned from launching my brand from the ground up, despite having no formal background in fashion or business. My journey has been a blend of learning through YouTube, Google, and networking with friends and peers in business. Here are some insights that I hope will help you if you’re considering bringing your business idea to life.
**Disclaimer:** I am not a professional and do not provide formal advice. These are simply tips and insights I've gained from my personal experience.
Starting a business is both exhilarating and terrifying—especially when you’re diving into an industry where you have no formal background. As someone who came from a full-time career in biotech research, the transition to starting my own women’s streetwear brand, ELY the Label, was anything but conventional. I didn’t have a degree in fashion or a network of seasoned designers to guide me, but I had a passion for fashion, a desire to empower women through clothing, and a determination to learn. My love for fashion began in fifth grade when I dreamed of becoming a designer. Life steered me into a stable biotech career, but now with the finances to invest in my dream, I’ve been able to bring it to life and reignite that passion from my fifth-grade self. For any aspiring entrepreneurs unsure where to start, I’m sharing the lessons I’ve learned from launching ELY the Label from the ground up.
- Develop a Clear Business Plan
A business plan is your roadmap. Without it, you’ll quickly lose direction. My first step was outlining the basics—who my target audience was, what products they’d buy, and how I would market those products. ELY the Label’s target audience? We have a pretty broad audience, as I want all women to be included. Ely the Label has items for women of all ages who love style, sports, and comfort—whether tailgating at football games or enjoying cozy nights at home. We offer stylish hats and loungewear for those 18-60+. Our bodysuit and cropped top line caters to a more narrow younger audience, specifically ages 18-35/40, featuring tighter, more revealing styles that resonate with that demographic. However, we welcome women of any age to enjoy our bodysuits—fashion knows no age limits! Our goal is to celebrate individuality and comfort for every woman!
Your business plan should outline the products you want to sell, the platforms you’ll use, how you plan to ship, and how you’ll connect with your audience. Think through where your products will sell best: on your own website, via a third-party platform like Etsy, or both?
I decided to sell through the Shopify platform for ELY the Label to maintain control over branding and customer experience to start off, but I also expanded to social platforms like Instagram to drive traffic. I intend to expand once I conduct more research on other platforms, like Amazon, to understand their commission rates and any additional costs that could impact my profit margins.
For shipping, you can choose to ship yourself or explore drop shipping; just keep in mind that drop shipping may incur additional costs that affect your profit margins. I opted to handle shipping myself directly through ELY the Label’s Shopify site. While I benefit from discounted rates with shipping carriers, this approach can be time-consuming, especially as sales volume increases. Weighing both time efficiency and cost is crucial.
- Weigh the Risks and Financial Costs
One of the biggest obstacles for any entrepreneur is financial risk. Before jumping in, I had to consider how much I was willing to invest and what that meant for my personal finances. For me, my full-time job in biotech helped finance ELY the Label, allowing me to self-fund without taking on external investors.
Before launching, do a comprehensive cost breakdown. Consider every possible expense, from LLC filing fees, trademark registration, business licenses, purchasing a website domain, email domains, and e-commerce setup costs, to sourcing manufacturers. For instance, registering your business across state lines or selling on e-commerce platforms like Shopify may require additional fees, and they add up. For ELY, I factored in trademark fees, LLC filing, and the cost of registering for a seller’s permit.
I had to decide whether to file as an LLC or an S-Corp for tax purposes, which was something I was initially uneducated about. I spent countless hours on YouTube, listening to tax professionals break down the differences and help me weigh my options. I registered my business using Bizee for about $423. They take care of registering LLC, federal EIN, state filing forms, and all that. One important aspect they don’t often mention is the mandatory annual $800 LLC fee, in addition to your business filing fees. You can pay and find more information on https://www.ftb.ca.gov/file/business/types/limited-liability-company/index.html . An additional new mandated requirement is the filing of the BOIR (Beneficial Ownership Information Reporting) form for your business. Completing this form is fairly straightforward and can be done for free on your own on https://boiefiling.fincen.gov/fileboir. While you also have the option to have Bizee handle it for you at a fee, I found it easy and quick to fill out the form myself. This is a great way to ensure your business stays compliant without any hassle!
Another important factor to consider is the new 2024 requirement for e-commerce businesses to remit sales tax in each state where they meet nexus, which is defined by specific volume and/or revenue thresholds. It’s essential to research these regulations to ensure compliance with nexus laws and avoid potential penalties when selling products to customers in different states. Staying informed will help you navigate the complexities of sales tax as your business grows.
Building a professional website also requires consideration of costs, including domain and email domain purchases. You can hire website builders if you lack the time to create an aesthetic site yourself, but this can add to your expenses. I chose to build my own website through Shopify, which is user-friendly and allows for easy customization. I also turned to YouTube for tutorials on coding and further customization, finding some excellent resources specific to Shopify. Another key benefit of hiring a professional website design company is their ability to enhance Search Engine Optimization (SEO), which is vital for improving your website’s ranking on Google and attracting more customers. While I’ve learned various ways to optimize my SEO independently through YouTube, enlisting professionals can save time and frustration, particularly if you’re unfamiliar with website building and coding. I find this aspect of the process interesting yet challenging.
- Embrace the Learning Curve
I knew biotech inside out—purification strategies, data analysis, research methodologies—but fashion? That was a new frontier. While passion is crucial, launching a business in an unfamiliar and very competitive industry means you’ll face a steep learning curve. Research and committing to continuous learning became my best friend, along with YouTube. From understanding all different types of fabrics to learning about garment construction and the business side, I absorbed everything I could.
If you’re starting from scratch in any field, immerse yourself in as much information as possible. Look for online courses, join industry forums, read books, and follow thought leaders. I dedicated countless hours to researching on YouTube, learning about getting started, avoiding common mistakes, building websites, and improving SEO. I also explored how to choose between an LLC and an S-Corp and identified the necessary business licenses. The list of topics was endless, but each one was vital for setting a solid foundation for my business. You don’t need to know everything, but having a solid understanding of your product and industry is critical. I am always learning new things everyday either through YouTube or networking with professionals. Learning is always continuous for success.
- Sourcing Your Manufacturer
Finding your manufacturer can be a lot of work. Platforms like Alibaba can be great starting points for sourcing a manufacturer for new businesses. The key is to take your time, vet potential suppliers, and never be afraid to negotiate pricing. For ELY, I spent hours on Alibaba reaching out to different manufacturers, getting quotes, looking at reviews, analyzing materials, and requesting samples. Always get samples before you commit to a bulk order—it helps avoid costly mistakes and ensures the quality meets your expectations. From there, negotiate pricing based on order quantities and consider shipping costs. It’s essential to not only look for a good price but also a partner who can deliver consistent quality on time.
Once you know your production costs, you can determine your profit margins and set your price points. Make sure your pricing allows room for growth and accounts for hidden costs, like shipping fees, returns, and taxes. Be realistic about profit margins. If your costs are too high, or your margins are too thin, it’s worth reconsidering your strategy.
- Build a Strong Marketing Strategy- Consistency is Key
Once I had my bulk items secured, marketing became my full-time focus. In today’s world, a business can’t survive without a strong social media presence. For ELY, I relied heavily on platforms like Instagram, TikTok, and Facebook to build awareness. Posting consistently is key. Start with a content schedule that works for you, whether it’s posting on Instagram three to five times a week or doing daily TikToks. Consistency builds brand recognition and credibility. Your social media should reflect your brand’s values and vision, so keep the content engaging and authentic.
For ELY, I focused on showing the versatility of our pieces—highlighting how they can go from a casual tailgate to a night out. I aim to post Instagram stories at least once a day during weekdays and generate posts or reels three to five times a week. You want your audience to see your products as a staple in their wardrobe, and constant visibility helps with that.
I also recommend diversifying content: share behind-the-scenes glimpses, style inspiration, customer testimonials, and more. When you’re just starting, organic growth is important, but don’t shy away from paid ads to increase visibility.
- Be Ready for the Long Game
Building a business is a marathon, not a sprint. There will be high highs and low lows, but if you’re passionate about what you’re doing and have a plan, the challenges are worth it. I started ELY the Label as a side project while working full-time in biotech, and I still juggle both roles. It hasn’t been easy, but it’s been incredibly rewarding to see my brand come to life and empower women through fashion.
My best advice for new entrepreneurs is to be patient, learn from mistakes, and keep going even when it feels overwhelming. No business starts perfectly, and that’s okay. The key is to continue learning and adapting.
- Remember Why You Started
Starting a business isn’t just about profit—it’s about creating something that reflects your passion and values. For me, ELY the Label was born out of a desire to fill a gap in women’s fashion, particularly for game day outfits. I wanted to create a brand that empowers women to feel confident, stylish, and comfortable in any setting. That’s the vision that keeps me going, even when things get tough.
If you’re thinking about launching a business, remember that while the journey may be filled with challenges, it’s incredibly fulfilling to bring your vision to life. Take the leap, do your research, and don’t be afraid to start, even if you have no formal background in the field. You’ll learn along the way—and that’s part of the process.
Final Thoughts
Launching ELY the Label has taught me countless lessons about entrepreneurship, risk-taking, and resilience. If you’re an aspiring entrepreneur, my advice is simple: do your research, plan carefully, be patient, and trust your vision. Even if you don’t know where to start, the important thing is to take that first step.