From $300 to $100,000 in less than 30 Days: The Story of Soulmate Customs

Thousands of orders were flooding in, and Kayada had no idea how to fulfill them.

At 19 years old, Keida Dervishi (known as Kayada), sat in her parents' small apartment, staring at her $300 embroidery machine with a mix of excitement and sheer panic.

"Mom, I think we need to shut it down," she said, overwhelmed by the sudden success. "We can't possibly handle all these orders."

Her mother's response would change everything: "That is the last thing we are going to do. We're going to find a way."

And find a way they did...

That's how Soulmate Customs started.

The Unexpected Journey from Hobby to Empire

According to Kayada’s interview with Business Insider in February 2024, the business generated $100,000 in revenue in its first month of 2023, and by month eleven, crossed the million-dollar mark.

This remarkable growth aligns with broader industry trends, as the global embroidery market is projected to reach $32.5 billion by 2030, growing at a CAGR of 13.2% (Grand View Research, 2025), driven largely by consumer preference for authentic, personalized products over mass-produced items.

"Looking back, it seems surreal," Kayada reflects, sitting in her now 5,000-square-foot production facility. "We started in my parents' living room, with boxes stacked to the ceiling. My dad would help pack orders after his night shift, and my mom learned to embroider alongside me. It truly was a family affair."

A Birthday Gift That Launched The Business

The business began with a simple desire to create a special 50th birthday gift for her mom. "I remember spending three full nights experimenting with different thread tensions and fabric types," Kayada recalls, touching the first sweatshirt she ever made, now framed in her office. "I ruined at least seven pieces before getting it right, but that process taught me everything about what works and what doesn't."

What started as a personal project quickly caught the attention of friends and family. "People kept asking where they could buy something similar. I thought maybe I could make a few extra pieces each month for pocket money. I never imagined it would become what it is today."

The Power of Authentic Marketing

The real breakthrough came from understanding modern consumer behavior. Instead of pouring money into traditional advertising, Kayada recognized something crucial about today's market: Authenticity sells better than ads.

This insight has proven particularly effective in the decorated apparel market, which was valued at $28.98 billion in 2023 and is growing at a 13.0% CAGR through 2030 (Grand View Research, 2025).

"When you sell by emotion, that's when people really connect," she explains. "Every time I post something trying to sell directly, it flops. But when I just share authentic moments—the late-night struggles, the mistakes, the celebrations—that's when people really engage."

Building a Community Through Transparency

Kayada's approach to social media marketing is a masterclass in authentic engagement. She documented everything: the good, the bad, and the ugly. "I show them when orders get delayed, when machines broke down, even when I cry from stress. People appreciated the honesty. They aren't just buying products; they are part of our story."

This transparency built a loyal following that would prove invaluable. When supply chain issues hit in late 2023, causing significant delays, customers remained patient and supportive. "They'd send encouraging messages, share their own stories. It wasn't just about the products anymore—we'd built a community."

The Counterintuitive Path to Growth

Drawing from her early days of filming tutorial videos for herself to improve her technique, Kayada discovered that authenticity resonated more than profesional posts. "I still have those first videos saved on my phone," she shares, "They remind me how far we've come from those late nights of troubleshooting machine jams and testing designs."

While many businesses obsess over production quality, phone-quality videos consistently outperformed professionally produced content. "I've paid videographers thousands of dollars to create perfect videos—they all flopped. But when it's just my phone, with lower quality, showing the real behind-the-scenes moments, that's when people really love it. They can relate to the imperfection."

Scaling Without Losing Soul

As of early 2024, Soulmate Customs has shipped over 70,000 packages and employs more than 20 people. This growth trajectory validates Kayada's social-first, authenticity-driven approach, particularly relevant in today's custom apparel market, which is projected to reach $1.2 billion by 2025 (IBISWorld, 2025).

"Scaling was our biggest challenge," Kayada admits. "How do you maintain quality and personal touch while handling thousands of orders? We solved it by treating every order like it's still that first gift for my mom. Each piece gets the same attention to detail, the same love."

The company has implemented systems to maintain this personal touch at scale:

• A custom order tracking system that sends personalized updates
• Video tutorials for each design, showing customers exactly how their piece was made
• A dedicated quality control team trained in Kayada's original techniques
• Personal thank-you notes included with every order

Innovation Through Necessity

The pandemic brought unexpected opportunities. When traditional retail struggled, Soulmate Customs thrived by leveraging its direct-to-consumer model and strong online presence. "We were already set up for the digital-first world that COVID accelerated," Kayada explains. "Our challenge wasn't finding customers—it was keeping up with demand."

The Blueprint for Modern Business Success

If you're looking to build something meaningful in today's digital landscape, here are the key takeaways from Kayada's journey:

1. Start before you're ready. Don't wait for perfect conditions—they don't exist.
2. Focus on authentic connection over polished presentation.
3. Let your customers tell your story through their experiences.
4. Embrace imperfection as a path to growth.
5. Build systems that scale with your success.
6. Invest in community building over traditional advertising.
7. Stay true to your founding principles, even as you grow.

Looking to the Future

The pressure of growth can feel overwhelming. But as Kayada learned, "Pressure is privilege." Every challenge you face is a sign of growth, an opportunity to expand your capabilities. Kayada shared in her UpFlip interview.

"We're just getting started," she says, showing plans for a new training program that will teach embroidery skills to aspiring entrepreneurs. "Success isn't just about growing our business—it's about growing our impact."

This case study has been featured in multiple business publications, including Business Insider and MSN Money, and serves as a benchmark in the custom embroidery industry, where the average business typically takes 3-5 years to reach significant profitability according to industry reports.

Remember: The younger you start, the younger you'll get there.

#BeBusinessSmart