Starlight Studios

Starting your own business can be one of the most thrilling yet challenging experiences. When I launched Starlight Studios I didn't expect much to come of it and just viewed it as a side hustle opportunity. It started as a small project but quickly grew quite profitable. Here’s a little look at my journey, from the rise of the business to its decline, and what I learned along the way.

Why Start a Graphic T-Shirt Business?

The idea to start a graphic t-shirt brand came from my passion for streetwear and unique, creative designs. I was always drawn to bold, artistic t-shirts that made a statement. I saw a gap in the market to make slightly more affortable graphic tees than brands such as In Print We Trust. My goal was to create a collection of tees that would resonate with individuals who shared the same fashion taste as me.

After doing some research, I found that the t-shirt industry had a relatively low barrier to entry. With platforms like Depop and Shopify, I could start small and scale up as I gained more customers. I decided to start with a limited number of designs and slowly expanded based on demand.

Launching on Depop

I chose Depop as the initial platform for launching my business because it’s an app known for fashion-conscious buyers and sellers and it also had no selling fees. Depop’s community vibe and emphasis on vintage, streetwear, and independent brands made it a perfect fit for a graphic t-shirt line.

Creating the Designs: I focused on eye-catching, unique designs that would appeal to my target audience of teens and young adults who loved funky tees. I had hundreds of orders when i focussed on a key event that was happening in the near future such as The Eras Tour and The Euros.
Setting Up My Depop Store: I took high-quality photos of my designs and priced them affordably. As a new seller, I knew I had to establish trust and gain positive reviews quickly, so I kept customer service a priority and engaged with potential buyers regularly.
Initial Sales Strategy: To attract my first customers, I promoted the store on Instagram and TikTok. I also offered discounts for early buyers and free shipping to encourage purchase.

The first month was slow, but I started getting sales. As I gained more reviews and followers, my store began to pick up traction. Soon, I was shipping out several orders a week.

Expanding to Shopify and Growing Fast

After seeing early success on Depop, I decided to expand to Shopify to give my brand a more professional online presence and take full control of the customer experience.

Building the Shopify Store: I spent time designing a Shopify store that showcased my brand’s aesthetic. It had a colourful and funky vibe with a focus on the t-shirt designs and customer reviews from Depop.
Running Paid Ads and Promotions: I used TikTok to target audiences who were interested in streetwear, graphic tees, and independent brands. These videos brought in a flood of traffic to my Shopify store, and sales started to climb rapidly. I also ran influencer collaborations, sending free t-shirts to micro-influencers who fit the brand’s vibe.
Expanding the Product Line: As the business grew, I added more designs, experimented with different colours of t-shirts and even offered custom t-shirt printing.

Within six months, my business was generating a steady income. I was regularly selling out certain designs and reinvesting the profits into new inventory.

What Went Wrong?

Just as quickly as the business grew, things began to take a downturn. Several factors contributed to the decline of my once-thriving graphic t-shirt brand.

Market Saturation: The graphic t-shirt niche was becoming increasingly crowded. With more brands entering the space, it became harder to stand out. What was once unique was quickly imitated, and it felt like every other seller was offering similar designs. The market became oversaturated, and my sales started to dip.
Lack of Popular events: While regular tees still do sell they do not sell nearly half as well as event focussed tees. After The Euros and The Eras Tour sales started to slow very fast.

What I Learned

Looking back, I gained some valuable insights from my experience, even if the business didn’t end the way I hoped.

Adaptability is Crucial: The fashion industry moves quickly, and staying in tune with trends is essential for survival. I realized that I needed to be more flexible and ready to pivot my designs and marketing strategies as the market changed.
Focus on Quality and Customer Experience: Quality control issues can quickly damage a brand’s reputation. Ensuring the products were always of high quality and maintaining great customer service should have been non-negotiable.

What’s Next?

Though my first attempt at the graphic t-shirt business has slowed revenue wise it taught me a lot about entrepreneurship, e-commerce, and the fashion industry. I’m now working on new projects, using what I’ve learned to be smarter and more strategic in my approach. I’m not done with the idea of a t-shirt business; I’m just approaching it differently this time around.

If you're thinking about starting your own brand, don’t be afraid of setbacks—they're part of the journey. Start small, stay adaptable, and learn from every challenge. Whether you end up with a wildly successful business or a learning experience, you’ll definitelt learn lots from it!