The Journey of Kaycie Cooper & Michelle Brown

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In a recent conversation with Casey Cooper and Michelle Brown, co-owners of The Homestead TE in Hamilton, Michigan, I had the pleasure of learning about their fascinating journey in the business world. From starting a DIY home decor business to embracing the world of Direct-to-Film (DTF) printing, their story is one of resilience, adaptability, and innovation. Here's a detailed look at their entrepreneurial journey and how they navigated the challenges along the way.

Starting a DIY Home Decor Business


Back in 2009, Casey and Michelle embarked on their entrepreneurial journey with Life Expressions Decor, a DIY home decor direct sales business. As sisters-in-law and stay-at-home moms, they were motivated by the need for extra spending money during the holiday season. The idea was simple yet brilliant: create affordable home decor signs at a time when such items were popular but often expensive.

  • The Early Days: They started by cutting their own wood and sourcing vinyl for their signs, all from the comfort of their freezing Michigan garage. What began as a small venture quickly grew into hundreds of home parties, where they would create signs with friends and family.
  • Natural Growth: Their business grew organically, driven by the demand for personalized home decor. They quickly transitioned from working out of their homes to renting a dedicated space, allowing them to manage the increasing workload and maintain a healthy work-life balance.

 


As Life Expressions Decor grew, so did the challenges. Balancing family life with business demands was a constant juggling act. However, their innovative approach to direct sales, which involved creating an interactive and enjoyable experience for customers, set them apart from traditional catalog-based sales models.

  • Direct Sales Success: They hosted annual conferences, launched new products, and celebrated achievements with their team, fostering a strong sense of community and loyalty among their creators.
  • Impact of COVID-19: Like many businesses, Life Expressions Decor faced significant challenges during the COVID-19 pandemic. The inability to host in-person events led to a decline in sales, forcing Casey and Michelle to pivot their business model.

 

Embracing DTF Printing


In the face of adversity, Casey and Michelle saw an opportunity to diversify their business by venturing into the world of DTF printing. This decision was driven by a combination of community needs and a desire to explore new avenues for growth.

  • Research and Decision-Making: Michelle, known for her research skills, explored various printing technologies, including screen printing, Direct-to-Garment (DTG), and DTF. They initially invested in a white toner printer but soon realized its limitations and the potential of DTF printing.
  • Finding the Right Equipment: After extensive research and testing, they decided to invest in a DTF printer. This move allowed them to produce high-quality transfers in-house, providing greater flexibility and control over their production process.

 

Building a New Business Model


With their new DTF capabilities, Casey and Michelle launched Express DTF Prints, offering custom transfers to other apparel shops. This expansion not only provided a new revenue stream but also allowed them to continue supporting their community and former direct sales team members.

  • Community Engagement: They maintained strong relationships with local schools and businesses, offering spirit wear and custom apparel solutions. Their involvement with local marketing classes further solidified their reputation as community-oriented entrepreneurs.
  • National Reach: Despite being based in a small town, their business expanded nationally, reaching customers in states like California and Ohio through word-of-mouth and online stores.

 

The Role of Family and Women in Business


As a family-owned and women-led business, Casey and Michelle's journey is a testament to the power of collaboration and adaptability. They have successfully balanced their roles as mothers and business owners, setting an example for their children and community.

  • Family Dynamics: Their strong partnership is built on understanding and leveraging each other's strengths, which has been crucial in navigating the ups and downs of entrepreneurship.
  • Empowering the Next Generation: Their daughters have been inspired by their entrepreneurial spirit, with plans to launch their own ventures in the future. This legacy of innovation and resilience is a core part of their family's story.

 

Looking Ahead


Casey and Michelle's journey is far from over. As they continue to explore new opportunities in the DTF printing industry, they remain committed to their community and the values that have guided them from the beginning. Their story is a powerful reminder that with creativity, perseverance, and a willingness to adapt, entrepreneurs can overcome challenges and thrive in any environment.

 

For more information about DTF printing techniques, visit our blog where we cover the proper steps in detail.

 

You'll also find a comprehensive guide on how to properly use a Heat Press, including the correct way to Heat Press DTF transfers.

 

Additionally, we help you understand the difference between various Peel techniques, so you can choose the best one for your needs. Discover more about these Peel methods and their advantages on our blog.


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