Dee’s Doormats: An Entrepreneurial Journey
For as long as I can remember, my mind has been brainstorming to start a business I can call my own; my pride and joy. It hasn’t been easy. It has led to many sleepless nights and even more anxiety. My entrepreneurial journey started back in 2012. I remember seeing an ad in the newspaper for the grand opening of a craft store. It was a three-day event that offered a $20 gift card per day to the first 10 customers. The store opened at 8 a.m., I was there at 7:30 a.m. every day, waiting for my gift card. After all, the sewing machine I wanted was $50.
My first shop was called OnlyDeeDee’s, and while it started off with hairbows, it quickly changed into flower crowns to adjust to the latest fad. After my sales started to plummet, I knew I had to find something that wasn’t short lived and in constant demand. A couple of years later, the shop switched to marbled clay coasters and decals.
At this time, I was completing my bachelor’s degree at the University of Florida. While at UF, I prioritized utilizing my resources. I joined the entrepreneurship club and became a member of the Gator Hatchery, an on-campus shop where students are able to sell their products to the public. While the coasters and decals did seemingly better than the previous products, they still weren’t taking off like I had hoped.
Once I graduated, I took some time off from my entrepreneurial adventures and found a “real” job. During that period, my mind continued searching for a better product. When the pandemic hit, things got tough for everyone. I lost my job just like many others and sitting around doing nothing was not cutting it for me.
My best friends’ birthday was coming up and she had just bought a house, so I thought, “What’s a more fitting present than a custom doormat?” I had an idea for the perfect design but was having trouble finding something similar. If I wanted a doormat with my design, I was going to have to do it myself. After my initial doormat got the attention and support of my friends and family, I decided to make them available to the public. Now, here I am 92 doormats later. Sometimes you just have to keep on keeping on.
Follow along
@deesdoormats or visit DeesDoormats.com
Written by Daniella Diminich // Photography by Ryan Miller