The idea for the product began while Egna and her friends were in college. “We had tons of different theme parties every night,” she laughs. “It was different themes with different costumes. My friends said to me ‘you are the artist, you love drawing, cover us in some cool designs.’” With liquid eyeliner, she covered her friends in hand-drawn designs. With overwhelming feedback and requests on where to purchase the designs, Egna experienced her aha moment.
Egna had always been artistic. In high school, she began selling her art and photos to local galleries, art shows and stores where she’d earn a commission off of her work. She eventually used all that money and what she earned in college to fund the launch of the brand. She and her freshman year roommate and best friend started the company together. The initial collection consisted of 10 designs. They took the designs and sold them at the sorority houses and hosted pop-up trunk shows.
“Starting off,” Egna shares, “I definitely was like ‘I can do everything. I need to do everything.’ There are so many hats to wear and so many things to do day to day, that it's been a task because I'm such a perfectionist. But as you grow, you have to learn to become a leader.
Research your competitors and other successful brands in the field. Really determine how you can make your product stand out. Where's that gap in the market that your product can really fill.
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