Interested in starting your own entrepreneurial journey in fashion & clothing but unsure what to expect? Then read up on our interview with Jami Van Loon, Founder of Delicate But Deadly, located in London, ON, Canada.

What's your business, and who are your customers?

Delicate But Deadly is a female-owned, Canadian small business! Our clothing is designed and made by hand, using vinyl in small batch unisex sizes. We make sassy and sweet hoodies, accessories, and home decor! We are popular amongst girls and women ages 14-40 who have a little bit of attitude and spunk in them!

Tell us about yourself

My name is Jami, and I started DBD after escaping an abusive relationship. I wanted to find my worth and passion again! Creating this store has been a lifesaver; I’m motivated every day by my friends, family, and followers, who support me endlessly! I still have many pinch-me moments and am incredibly proud of how much this business has grown.

What's your biggest accomplishment as a business owner?

As of now, my biggest accomplishment feels like hitting 50,000 TikTok followers. A milestone I never in my wildest dreams expected I would reach. I love my TikTok and take great pride in making videos about self-love, self-care, fashion, and just plain silly videos.

What's one of the hardest things that comes with being a business owner?

One of the hardest things about being a business owner is dealing with self-doubt. Some days it feels like you’re going nowhere. But if you remain consistent and strong, you’ll see results. Some months are slower than others for sales or even growth, but other months are amazing, and you just have to keep pushing forward!

What are the top tips you'd give to anyone looking to start, run and grow a business today?

My top 3 tips for anyone looking to start a business are:

  1. Remain consistent! Keeping up with an online presence is important for your growth!
  2. Views do not equal sales. It’s more important to create content that connects with your audience than it is to make viral videos.
  3. Self-love! Celebrate the small wins! It’ll keep you going!

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.