This week on Shirt Show, Dylan connects with Brandon and Hailey, the owners of Jaded Creations in Indiana. Their path to business ownership is as unique as their product line, involving a transition from diesel mechanics and traditional graphic design into a high-tech e-commerce operation. They share how they leveraged specialized equipment to build a brand centered on creative freedom and intentional client relationships.
The conversation explores the practical side of running a shop that offers more than just t-shirts. From UV printing and laser engraving to the intricacies of financial planning, Brandon and Hailey provide a roadmap for decorators looking to diversify their services. They discuss the importance of finding a niche, managing business growth, and the power of a well-executed pitch to win over high-value clients.
FROM DIESEL TECH TO DIGITAL CREATIVE
Brandon’s background as a diesel technician for over a decade provided a foundation in efficiency and mechanical problem-solving. After reaching a point of burnout in the automotive industry, he and Hailey decided to combine their skills to launch an e-commerce business. Hailey, with a background in graphic design and experience in a screen printing shop, provided the creative expertise necessary to navigate the apparel and promotional product markets.
Their journey involved moving across the country, eventually settling in Indianapolis where they found a shop space previously used by a racing team. This move allowed them to invest in high-end equipment like CO2 lasers and UV flatbed printers. By choosing top-tier machinery from the start, they aimed to remain lean and efficient, allowing a small team to handle high-output production without the immediate need for a large staff.
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ELEVATING PROMO PRODUCTS WITH UV PRINTING
Jaded Creations differentiates itself by focusing on elevated promotional items. Rather than simple logo placement, they utilize UV printing to add texture and detail, such as spot gloss on leatherette patches and acrylic keychains. This technology allows for instant curing, meaning products can move from the printer to the laser cutter and packaging table without a time delay.
They have found significant success in the tumbler market by offering specialty finishes like ghost gray, prism rainbow, and engraves that reveal gold or copper rather than standard silver. Their approach involves researching clients to create personalized sample packages that demonstrate the unique capabilities of their shop. This strategy has successfully converted skeptical clients into repeat customers for items like high-end tumblers and custom patches.
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INTENTIONAL GROWTH AND FINANCIAL STRATEGY
A key takeaway from Brandon and Hailey is their decision to set a cap on business growth. They aim to keep the business manageable at around $5 million annually with a small team of highly paid, efficient employees. This intentionality extends to their financial planning, where Brandon emphasizes the importance of tracking every expense and understanding the hourly cost of running each machine.
Brandon advocates for having a dedicated finance partner to navigate debt and equipment loans. By working with a consistent lender who understands their books and cash flow, they have been able to secure better interest rates and terms. This financial discipline, combined with a focus on Lifetime Value (LTV) rather than chasing every potential lead, helps them avoid the burnout common in high-volume production environments.
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KEY TAKEAWAYS
- Diversification drives stability. Offering items like tumblers, stickers, and keychains helps fill production gaps between large apparel orders.
- Personalized pitches win clients. Creating samples that feature a client's own branding in a unique way makes a more lasting impression than generic catalogs.
- Know your fixed costs. Breaking down monthly expenses into daily and hourly rates ensures that every job is quoted profitably.
- Quality equipment supports lean teams. Investing in fast, high-end machinery allows a small number of operators to manage high volumes efficiently.
- Efficiency is a mindset. Applying mechanical efficiency to a print shop workflow reduces waste and improves overall throughput.