Don’t let their name fool you, the Tiny Little T-Shirt Co has placed their shirts in approximately 100 locations with some more in the works. However, that wasn’t always so.
It was August of 2007 when they attended their first trade show and started selling their “Life.” t-shirts. Within a few short months it became obvious that their shirts were becoming a brand of their own, something that stood out from the everyday product already available in stores. Starting with no business experience, Jennifer Laurash and her partners have effectively learned as they grew and continue to do so.
Tell us a little about your business, the Tiny Little T-Shirt Co.
We are a company that offers t-shirts, totes & duffels all with fun, uplifting messages. Our products are available in more than 100 retailers across the country and online through our website www.TinyLittleTshirtCo.com.
What inspired you to launch your business?
Our company was founded on the premise that words matter, and young girls and their moms should care about the messages they put on their apparel. I have three daughters, and when we started the company in 2007 malls where filled with de-grading t-shirts for very young girls. So we wanted to start something more uplifting. That’s how our Life. t-shirt line was born.
How many different shirts do you have available?
We have about 40 designs available; our most popular designs being are Beach and Inspire lines. All of our designs are available on women’s, children, and unisex t-shirts and hoodies.
What are some of your other products?
We also offer beach totes and duffels, which carry the same uplifting message as our tees. Another fun product that has proven very popular is our “Girlfriend Bag”. Each bag is completely customized for the recipient. The customer chooses an initial for the middle, and the initial is surrounded by words and phrases about the girl who is receiving the bag. So each bag is a one of the kind. There is nothing else like it in the marketplace.
When someone thinks of your shirts and your company, what impression do you hope they will have?
We have strived to be original and unlike any other t-shirt company. Our shirts are all white; a simple concept, yet it has set us apart from a sea of t-shirts that all look the same. We have a very simple, clean look. When we attend trade shows, customers often laugh that they “feel 10 pounds lighter” when they walk into our booth. We strive to be that refreshing breath of fresh air.
How has your business changed since it first launched in August of 2007?
We have experienced steady growth despite the recession, which we are thrilled with. I think we were very lucky that we launch our business before the economy went south. We were able to get some key retail customers on board, and they have stuck with us through a very rough economic year. So we are very optimistic about our growth potential going forward.
What are some goals you would like to reach before your 3rd anniversary?
We have been in negotiations with some very big resorts. By our third anniversary there is one in particular we would love on board with us. That would be a nice goal to reach by year three. Also, up to now we have been very concentrated in beach areas and summer resorts. This year we hope to break into winter resorts with our long-sleeve thermals.
What are your long term goals for the business?
One of our long-term goals is for our t-shirts to make a difference in people’s lives. We are currently working on launching a new charity program call “Life. Gives Hope”. The goal of the program is for every t-shirt purchased on our website, we will donate a shirt to a woman or child in women’s shelters across the country. Our t-shirts were meant to inspire; who better to receive one than a woman truly in need of inspiration. It is a small gesture, but we hope it goes a long way.
What are some lessons that you and your partners have learned from your business?
We have learned patience! I have never been a very patient person, but I have learned that nothing happens over night. Slow and steady wins the race.
You mentioned briefly that none of you had any experience in bringing up a business before now. Did you ever imagine you would be where you are now in business?
Never. I knew I would eventually fall into something that called for creativity. Never thought t-shirts, but it’s been a fun, creative experience.
Do you have any advice that you would like to offer fellow entrepreneurs that are just getting started?
Find something that will set up apart from everyone else. Have a vision and stick to it. There will be a lot of naysayers along the way. You just need to stay focused on your vision.