Today we’d like to introduce you to Demetria White.
Demetria, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
The goal of starting 12TwentyTwo was to create a brand that would allow plus size women, like me to truly embrace their body and promote body positivity. 12TwentyTwo is a brand that caters to plus size women within sizes 12 to 22, or outside of 22. Since I was younger, I struggled with finding age appropriate looks that were on trend and flattered my figure. I consistently saw the same patterns of what designers and other major retailers thought plus size women should look like. I took a special interest in the retail sector and the holes in the industry and decided to create my brand. One that was ‘For Plus, By Plus.’ In November 2017, I decided to create a brand that I thought would allow other plus size women, like me, to embrace their uniqueness truly. 12TwentyTwo is a contemporary brand for plus size women of all ages who prefer a more stylish look and aren’t afraid to be adventurous with their style.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
I want to think this actually has been smooth, but of course, there were bumps and learning curves along the way, because this was my first stab at opening a business. Honestly, immediately when I knew this was something I wanted to do, I prayed on it and asked for clarity along the way. I created a business plan, a timeline, and a budget and set a launch date and literally worked my way into it. I knew going into this that it would not be easy.
One of the biggest challenges for me was determining my brand message. I knew I wanted to start a plus size online boutique and I also knew that I didn’t want to be just another store. I wanted to be a brand that made a difference in the lives of others, promoted body positivity and allowed women to feel good about themselves. I thought it was important to build a brand with a story and a clear message.
Tell us more about the business.
12TwentyTwo is a plus size only boutique, online only. We are most proud of the selection that we can provide to our plus size consumers. Its on-trend and a perfect mix of staple pieces to add to any wardrobe. What sets us apart from other brands is our ability to actually relate to the customer. We are a plus size brand created by a plus size owner. We as a brand, know the struggles, hardships and difficulties in trying to find the perfect look to flatter your figure.
Has luck played a meaningful role in your life and business?
No luck, honestly, just hard work. I’m forever working towards my goal.
- Price Range: $15-$80 Sizes: XL-3X
- Website: shop12twentytwo.us
- Phone: 713-884-9657
- Email: Info@Shop12TwentyTwo.us
- Instagram: @Shop12TwentyTwo
- Facebook: Shop12TwentyTwo
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