Willhelmina Elijah bought equipment to make custom clothing during the pandemic thinking her children would enjoy it. Now she owns Yole the Brand and sells her wares at the Saturday Shoppes.
BY KARIN DAVIS-THOMPSON, Staff Writer
ST. PETERSBURG — It started as a project for her kids.
Willhelmina Elijah, founder and owner of Yole the Brand, bought equipment to make custom clothing, thinking her children would like it as something fun to do during the pandemic.
Willhelmina Elijah
“I thought they would like making their own clothes,” Elijah said. “But they weren’t interested in it at all.”
So, she decided to give it a try. Using the equipment she purchased and doing a lot of research, she began making custom T-shirts and hats, first as a hobby. About a year in, she realized she was on to something.
“I realized I could actually make money, that I could make a business out of this,” she said.
That revelation happened when she received her first huge order three years ago. It was confirmation that she made a quality product that people were willing to pay for.
“Getting that huge order gave me a great feeling,” she said. “Everything turned out amazing.”
Today, Yole the Brand makes custom clothing, from business shirts to items for birthdays and family reunions. The items often include positive messages using various materials, from vinyl to screen print and embroidery.
The 44-year-old said she never dreamed this would be her life or that she would find a business that gave her a chance to bring joy in such a unique way.
Yole the Brand makes custom clothing, from business shirts to items for birthdays and family reunions.
“It’s the way you can make someone feel with just a piece of clothing,” she said.
Her success hasn’t gone unnoticed, with Elijah recently gaining the opportunity to expand her reach in partnership with the Saturday Shoppes.
Recently, Yole the Brand was one of about five vendors selected to participate in the Saturday Shoppes takeover of the St. Petersburg Chamber of Commerce. The ribbon cutting for the event is set for Friday, July 26, at 5 p.m.
She said being chosen to participate in the takeover was a big honor.
“It was magical for me,” the mom of four said. “I am from a small town in Georgia, so coming to St. Pete and being able to do this is a big accomplishment for me.”
Yole the Brand was one of about five vendors selected to participate in the Saturday Shoppes takeover of the St. Petersburg Chamber of Commerce.
Working with the Saturday Shoppes has not only given her a chance for greater exposure but has taught her a lot about what she needs to do to grow her business.
“It’s been a real learning experience,” she said. “It’s taught me a lot about business, including my own business — how to market myself, what people really like in certain spots, every place is different.”
Now, with the Chamber of Commerce takeover on the horizon and a booming business, all that’s left is for one of her children, ages 17, 18, 20, and 30, to take an interest in Yole the Brand. She would love that but jokes that she isn’t holding her breath.
“They thought I was crazy at first, and maybe they still do,” she said. “Dealing with people can be tough, but I enjoy it. It’s important to me that I give a quality product. I want it to transfer love.”
To learn more about Yole the Brand, visit yole-the-brand.business.site. Also, drop by the Tropicana Field and Grand Villa Markets to shop for some custom clothing and visit the more than 1,000 vendors as they sell their wares.
Log on to saturdayshoppes.com to view all upcoming market events.
