Quiana Duckett is a Creative Business Marketing and Branding Strategist that teaches thousands of women how to turn their passion for crafting into a profitable and successful business by mastering marketing and branding techniques. Quiana is a wife and mother

of two and lives in Memphis, Tn. Read her story on how she turned her passion for crafting turned into a six figure coaching business.

Hi Quiana, welcome to the BCM Family. Let’s travel with you on your entrepreneurship path. When did your entrepreneurial bug bite you?

I've always had a job but have done a few things on the side. In 2011, I created a blog called Be Mommy Licious, paired with a YouTube channel that documented me as a newbie mother with my first son Landon. My kids have always inspired my entrepreneurship.

Then I expanded into the beauty industry. Beauty by Quiana was my freelance makeup business. I had many bridal clients, but it was a weekend-based industry, and I didn't like that, but it taught me so much as a freelance entrepreneur.

What was the final straw that made you leave your 9-5, and what was your position?

I was working in sales, and I've always had a 'work for myself, 'be my own boss' mentality. The 9-5 never felt natural or right to me. The founder of the company started the business out of his barn. Although the owner had passed, I was sitting at my desk thinking; I am literally working on this man's dream. He started his business making emergency lighting ballasts in a barn and was able to sell it for millions of dollars to Phillips Emergency Lighting. I am still working on his dream while he's in the grave.

I had an aha moment. If I'm going to work on anyone's dream, it's going to be mine. I remember telling my husband, Justin, that I wanted to quit. I pleaded my case to him that if I could make $100 a day, I could make it work. He said I could quit. I was afraid of not having that security and was like, no, I don't want to quit yet. The blessing came when the company started laying us off and giving severance packages. I was able to leave my job in 2018.

When you left your job, what business were you able to start?

Teeny Toes & Bows was my first full-time craft business inspired by my daughter Peyton's birth. A friend of mine was having a bachelorette party, and she asked me to send her my favorite Beyonce quote. She put the quotes on a shirt, and I thought that was really cool. She explained how she made them, so I went home and started researching 'heat press' and 'vinyl.'

My first thought was to make something for my daughter, who was nine months at the time. I started making onesies, hairbows, and t-shirts for babies and toddlers. I would post them on social media, and people would ask, "where did I get them?" I'm like, I made them, and that was the start of Teeny Toes & Bows.

I kept that business going for almost two years, and it transitioned into TTB Designs, an acronym for Teeny Toes & Bows. People couldn't say it correctly most of the time, and it became a tongue twister. They would say Tiny Tees & Toes and butcher the name. As the business grew, I began doing more custom designs and school orders, so I became a printing and branding company. I had an opportunity to do an order for a school, and she kind of mocked the name Teeny Toes & Bows. I felt embarrassed, but the name meant something to me, so I renamed it TTB Designs.

How did your passion for teaching others about crafting start?

I'm always thinking about getting more exposure. It's not about selling anything. It's about visibility. People have to know about you and know you exist before they can buy from you. It was my mom who suggested that I should teach others how to create custom designs.

I'll admit, when I started, my mindset was, "I am not teaching anyone. If I had to get it out of the mud, stay up all night researching, they have to as well."

I was at Michaels Craft Store and saw a Now Hiring Instructors Sign. I thought maybe I should take a shot at it. I taught my first class how to use the Silhouette machine. Seven ladies attended, and I felt so fulfilled! Seeing the "aha" moment in their eyes and their completed product was so fulfilling. I told my mom I never felt that way when I delivered a shirt to a customer. Seeing the ladies come in with a struggle and leave out with a solution was what I wanted to do. I felt it was a win-win. They paid me for something I already knew how to do, and I could do it with my eyes closed.

Everything I learned about business and crafting was self-taught. Initially, I didn't want to share that with others. Now that I had matured, I understood that wasn't what God wanted me to do. He wanted me to lead and serve. Since crafting came naturally, I can help others get there quicker than I could.

Your newest baby is Craft Sisters University. How did the idea form, and what exactly is it?

I launched Craft Sisters University in 2019. It stemmed from TTB Designs. At this time, I'm growing my audience in the crafting industry through digital designs. I created a Facebook group to get all these women into one space. When I formed the group, I didn't have any direction. I just knew I needed to get them together. I started doing live video tutorials and not thinking about monetization.

The pandemic took CSU to the next level. If business owners know how to pivot correctly, the pandemic was the best time to take advantage of that. I started designing face masks. I purchased bling rhinestones face masks from China and sold them wholesale to the ladies inside my group. At this point, it's not about crafting. I wanted to help others make money during the pandemic. I kept the momentum going by creating more content, fulfilling the crafters' demands, and growing the group to 30,000 members.

Beyond being a sisterhood for crafters, what makes it unique?

The most significant part of CSU is the sisterhood. It is predominately black, and that is not something that you often see in the crafting industry. When it comes to crafting, you can teach yourself "how-to" by trial and error or by watching YouTube. However, it is a different psyche when you decide it's no longer a hobby and want to make money from it. You have to turn on a different switch in your brain. Some ladies in my group are more creative than I am, but they don't know how to sell it. Some want to earn just a couple of hundred dollars, but if you're aspiring for more, it requires a different work ethic and mindset.

I believe that business and creative minds are two separate sides of your brain. They're really not meant to go together, and that's their struggle and my gift. I was gifted with both sides working together. My primary focus for CSU is teaching how to grow their craft business. So many coaches are teaching things they haven't done or industries they're not a part of. I can relate to my group. I've been there. If your vinyl is peeling, I can help you navigate that. I can help you put your products on Etsy or create your product for a subscription service because I've done all those things with success. There are so many ways to grow a craft business. I can only teach what I know and how it works for me.

What type of crafters are there, and which ones do you assist?

There are different categories of crafting, and it has evolved to include many other things, such as sublimation, vinyl, embroidery, sewing, crochet, digital, knitting, beaded jewelry, resin art, and epoxy.

The word crafting is interchangeable with creative or hand-made business. It all resonates the same. Your craft doesn't matter; I can teach you how to monetize it.

What do you suggest for an aspiring crafter who may not know the first steps?

I have weekly live videos that are free inside CSU. The best advantage is to glean from the free tips and gems from the lives. There are programs inside CSU to help crafters grow their businesses and make more money. The lowest program is the Grow Your Craft Business Bundle, with 25 masterclasses centered around creating additional income streams. No matter your craft category, there is always a need. They usually don't know how to structure it or know it is possible.

When a crafter decides to start their business, it is already on a "rocky" foundation. Meaning we typically can make everything. Because we can make everything, we want to sell everything, and that's a horrible business model. To make money, you must streamline your business and niche it by the product or target audience. For example, you can target just moms, which is the audience, or you can sell baby crochet blankets which is the product. A beginner crafter needs to stick with one theme.

You recently launched The Passive Income Growth Accelerator. Is this one of your signature programs?

It's important to build a passive income stream for several reasons. Firstly, a passive income stream can provide financial stability and security. Secondly, building a passive income stream can free up time and allow you to focus on your core business activities. Thirdly, a passive income stream can provide additional resources to invest in your business. Many handmade business owners struggle to find the funds to invest in new materials, equipment, and marketing activities. By building a passive income stream, you can generate additional revenue that can be reinvested in your business, allowing you to grow and expand your offerings.

The Passive Income Growth Accelerator is the ultimate program for creatives who want to build a profitable passive income with digital products! The program is perfect if they're tired of trading time for money and want to create a consistent income stream that makes you money in your sleep. Our program is built on three powerful pillars that will ensure they need everything in order to build a successful passive income business. Pillar 1: Sell on Etsy (The Etsy Success Society) Etsy is one of the most popular platforms for creatives to sell their digital products, and we'll show you exactly how to make the most of this platform. We'll teach you how to optimize your listings, create beautiful product images, and use keywords that will help your ideal customers discover your products. Pillar 2: Create Digital Products (Digital Product Domination)Creating digital products is an art, and we'll show you the ropes. We'll teach you how to come up with product ideas, create stunning designs, and package your products in a way that makes them irresistible to your customers. You'll learn everything from creating printables to designing e-books and much more! Pillar 3: Done-For-You Content (Pink Leaf Marketing)We know that creating content from scratch can be time-consuming and overwhelming, which is why we've created a library of done-for-you content that you can rebrand and resell. This content includes everything from social media graphics to e-book templates, making it easy to start your passive income business immediately. When you join The Passive Income Growth Accelerator, you'll get access to our comprehensive training modules and a community of like-minded creatives working towards the same goal. You'll also get access to our private Facebook group, where you can connect with other members, ask questions, and get support whenever you need it.

You've created a handbag for crafters called the CraftPreneuHER Bag. How did you come up with that idea, and what is it used for?

During the pandemic, I sold sublimation blanks to my crafters. The blanks are only used with sublimation printers to print a particular product with a special coating. I was purchasing a ton of those from China and reselling them. I started thinking that I needed a branded product. My audience and influence are growing, but I wanted to set myself apart. The question was, "what to brand?" I didn't want to brand a private label. I didn't want to slap my name on something and call it my product. I sat on the idea for a while. People suggested that I sell sublimation ink or paper, but it wouldn't be something I created from infancy. I wasn't interested in white labeling.

I asked myself what am I into. I still love fashion and luxury. One day I purchased a Gucci Fanny Pack, and although it was cute, it didn't resonate with me. The idea popped into my head that I could make a bag. By this time, I saw a Fendi bag with a gold handle and embossed lettering, which was the spark. I wanted to create a bag that complimented my brand. From infancy to production, to the first shipment was a 10-month process. I still have pictures of incorrect sizes and bad batches.

You must create demand and solve a problem for a product to succeed. I knew there was nothing like this in the crafting space. I wanted to create something luxurious but needed. Crafters can put their laptops and planners inside. It speaks affirmation that you are a boss! It makes you feel good as an entrepreneur. Hence the name CraftpreneuHER! The CraftpreneuHER bag is a luxury leather spacious tote bag embossed with the letters CRAFTPRENEUHER and comes in two different styles.

It is also a great conversation starter. When a crafter carries the bag, they get asked what is a "craftpreneur" or "what do you craft"?

What's next for you?

Ideally, I would love to do more public speaking engagements and host retreats. I attended my first international business retreat in Cabo so I could learn how to host my own. I'm also looking to launch a marketing agency where I can build a team to help small business owners with the things they're not good at. Everyone doesn't have the time or the mental capacity to learn specific things. Many business strategies and foundations come easy to me, so I want to provide done-for-you marketing and branding services on a wider platform for all entrepreneurs.

What tips would you like to share to help entrepreneurs for 2023?

The number one thing to grow your business is that you have to have people to sell to. I don't care what strategy any guru tells you if you have no one to sell it to. Spend this time building a community on Instagram or a Facebook Group.

Create a text message list. We are in an age where everyone has their phones. Email marketing is great, but I only check my email twice a day. I check my texts instantly.

Any skill set can be put in a digital format. If you know something, put it in an ebook or digital file and sell it as an additional stream of income.

Is there anything else you'd like readers to know?

I've done many things throughout my entrepreneurial journey. Every business has taught me something I could use for the next, from makeup, blogging, and photography to an online boutique.

This journey has been a long road. The life that I'm living, I deserve it! My time has come, and this is what I'm due for all the work and consistency that I've put into figuring out to monetize my dream and skills.

My blueprint works, but you can't put a time limit on it. Don't look at your growth by the "six figures" catchphrase. You should always see the needle move at every phase, and that's an excellent quantifier if you're growing and evolving in your business. The cliché is true; you'll leave 40 hours to work 80 hours. I feel like entrepreneurship is packaged in this pretty bow, but it is true grit and grind behind it.

Success is relative. Everyone doesn't want to make six figures. You may want to buy a tiny house and live on a farm; you only need 50K. I want people to create their definition of success so they don't have to feel discouraged if they see others make that because it won't faze them because that wasn't their definition.