Finding a colorful path through the pandemic
After losing a chance at an internship, senior Emma Campbell started her own online tie dye fashion store
By Kyle Hobstetter on November 23, 2020
Towson University senior Emma Campbell’s plan was simple. She was going to get her dream internship this past summer.
And she was on her way, having interviews scheduled with both National Geographic and the Obama Foundation along with a few other organizations. As a mass communications major, with a focus in public relations and advertising, Campbell was excited to get a chance at her dream job.
Then the COVID-19 pandemic forced those organizations to cancel their summer internships, and Campbell had to refocus her summer plans.
As she was looking for another internship that fit her major, an internet trend caught her eye.
“One day I found out that quarantine tie-dying was a thing,” Campbell laughs. “It was people who were bored during quarantine and started tie-dying. And I was like, oh yeah, I love Tie-dying.
“And then I started to see that people were making businesses out of it. And so, I started a business as like a real low-key thing.”
Back in April, Campbell opened up a business called Dyed by Em. Through an Instagram account, the Greenbelt, Maryland native creates custom designs and tie-dye clothing, branding material and social media graphics. She also recently added a website that showcases her designs.
What’s been a surprise to Campbell is how much her major has applied to starting an online business.
She has researched and tracked social media and purchasing trends for target audiences. She’s also developed a strategic social media plan to result in maximum engagement, which also led her to work with several social media influencers.
Initially, she thought the idea of working with influencers was overrated. But after getting to know them, not only did she enjoy it, but it also helped her business grow.
“There were some that had YouTube channels and would add my clothing to their videos and that was probably the biggest thing that helped,” Campbell says. “I could do paid advertisement and get likes, but I wouldn’t get any engagement or sales. But with influencers, they are able to tell their platform that they really like this and promote it.
“It’s been comforting to know people actually like it. And I have a lot of customers that have bought more than once. So, it’s nice to see that response, because I always make sure that what I’m putting out there is exactly what they want and up to their standards.”
She’s also using Dyed by Em to help raise money for different non-profits, with portions of her sales going to organizations like the Yemen Relief & Reconstruction Foundation.
“It’s really special because we were able to give more than I typically would have if I was just donating by myself,” Campbell says. “I'm also able to educate my followers on issues they weren't focusing on, or maybe didn't know about and give them an easy way to get involved.”
Along with running Designs by Em, Campbell is taking a full-class load this fall term while also working as a public speaking intern at the Towson University Career Center.
In fact, she credits the staff at the Career Center for encouraging her to take up this online venture full-time.
“I started this kind of on a whim, and so I wasn't sure how well it was going to do or where it was going to take me,” Campbell says. “I was going to still apply for a part-time internship and then do tie-dye part-time. And after talking to my boss (in the Career Center) she said why don't you just try this full time.”
She’s admits that while she doesn’t get the mentors from those “dream” internships, starting this business has really prepared her not only for a career in marketing and advertising, but also helped her understand the business world.
And that’s Campbell’s advice to students who might be interested in starting a small business while they are in college. Understand your market and how it can help you with your future plans.
“Figure out exactly what you want to do and then lay it out and see how possible it is,” Campbell says. “And if it’s possible, just get out there and do it. If you don’t, you’re just going to be sitting there, wishing you did it.”