For content creator Miyaeva Renae, becoming a mother to her son Stetson revealed a frustrating reality in the fashion world: while girl-mom matching outfits were abundant, stylish options for mothers to coordinate with their sons were nearly impossible to find. 

This gap in the market sparked an entrepreneurial opportunity that would reshape her career path. Rather than simply accepting the limited options, she saw an opportunity to create what she couldn’t find.

“I wanted to subtly match with Stetson, just because he’s a boy. I feel like that shouldn’t be – ways where, oh, you can’t really match with your kid, because he’s a boy,” says Miyaeva, who has built a following of nearly 7 million on TikTok.

This realization became the foundation for Every September, a brand named for the month her son was born. With this vision in mind, Miyaeva faced the challenge of bringing her idea to life while adjusting to the demands of new motherhood.

The Balancing Act

Miyaeva’s decision to launch a clothing brand came during one of life’s most demanding transitions – new motherhood. For a content creator who had already been working full-time in the digital space for four years, adding entrepreneurship to the mix presented a real challenge.

“In the beginning, it was hard to balance it. I was like, ‘Oh, my gosh, like, this is all so new to me,” Miyaeva admits. Despite these pressures, she developed a system that works for her family, largely thanks to her partner’s support. “We have a really good routine right now. My fiancé, Holden, watches him in the mornings, and then I get ready, I film my content,” she explains. “And then at the end, after I’m done, that’s it. And then I try to stay off my phone and really engage with Stetson.”

Business Decisions for Work-Life Balance

Recognizing the challenge of managing multiple responsibilities, Miyaeva made a key business decision to partner with a manufacturer that handles all logistics, beyond just production.

“I didn’t want to overstimulate myself and get overwhelmed where I couldn’t focus on creating content, owning a brand, taking care of Stetson, trying to be all these things,” she says. “The fact that they handle all of that just helps a lot, and it makes things more fun for my end.”

This manufacturer not only produces the clothing, but also manages all shipping, returns, and customer service. “They handle all of the returns, they handle all of the shipping,” she says. “They send out super cute packaging that’s frosted, and it says ‘Every September’ on it.”

Creating Products with Purpose

The path from identifying the market gap to launching the brand took approximately eight months, a period of intense development that required patience and meticulous attention to detail.

“I wanted it to be perfect before I launched it,” Miyaeva says.

Every aspect of the brand was carefully considered, from the name itself to the specific design elements. Her design approach centered on solving the very problem she had encountered as a boy mom, creating gender-neutral pieces with seasonal versatility. “I wanted to do more neutral browns. It was, for like an end-of-summer-fall vibe,” she explains. “So that’s why we added the checkered bucket hats and shirts for summer, and the sweat sets for fall.”

Miyaeva was hands-on throughout the design process, providing feedback on samples to ensure every piece met her standards. “When I got the first sample, everything was great, but the shorts were a little too long. So then, we’re like, ‘Okay, let’s make the shorts a little shorter.’ And then it was perfect.”

Affordability was another core principle. “I didn’t want it to be so overpriced where it was, like, a hundred dollars for a sweat set,” she emphasizes. “I wanted it to be super affordable. Especially because kids are so expensive.”

The Crucial Role of Professional Support

For Miyaeva, the dream of creating a clothing line remained just that – a dream – until she found the right professional support. Her manager, Carly [Veal] from Palette MGMT, became the catalyst that turned aspiration into reality.

“She’s like the best manager I’ve ever had in my entire life, and I love her to death, and she is the reason,” Miyaeva says. “I told her all my ideas, and she’s the one who helped find the manufacturer, helped do all of the stuff.”

When asked what made the difference, Miyaeva points to her manager’s hands-on approach and round-the-clock commitment. “I was used to only being able to work Monday through Friday. If I text them on a Saturday or Sunday, I won’t hear back until Monday. She texts me. Doesn’t matter if it’s Saturday at 10. p.m., she’ll be texting me.”

Beyond responsiveness, Miyaeva values the guidance and motivation her manager provides. “It keeps you full of ideas. Having someone that’s right there telling you, ‘Do this, do that,’ and she’s not afraid to tell me, ‘Hey, do more of this. You need to do this.’ She gives me ideas, and that’s what I feel like every influencer needs.”

From Market Testing to Launch

With her professional support system in place and her product design finalized, Miyaeva was ready to move to the next phase: testing her concept with her audience and preparing for launch.

“I posted a poll on Instagram and was like, ‘Hey, what would you guys want out of these products?'” she explains. This audience input directly shaped her initial product lineup. “I was debating between bucket hats, sweat sets, and shirts. I have these checkered jeans, and also something else, but I can’t remember what it was. However, the checkered jeans were what I really wanted. But no one voted for the checkered jeans.”

For the launch itself, Miyaeva carefully built anticipation, sharing teaser content across her platforms. “I did a sneak peek for, like, a week, and I was, like, working on something, so excited to share it with you guys.”

The brand officially launched with a pre-sale model, and the initial response exceeded her expectations: “Honestly, more people bought the whole line than I was expecting.” She was particularly surprised by how many customers purchased the entire collection rather than individual pieces, validating that her solution to the boy-mom matching gap was meeting a real need in the market.

With her first collection successfully launched, Miyaeva is already planning her next steps. “We actually are discussing the second drop right now,” she reveals with excitement. The timing is particularly meaningful because it will coincide with her son’s first birthday on September 27.

Her future plans extend beyond occasional drops to a calendar of seasonal collections. “I’m excited to do a Christmas launch. I don’t want to go crazy, but I would do a launch every month if I could,” she says, hinting at her entrepreneurial enthusiasm.

Advice for Creator-Entrepreneurs

Reflecting on her brand launch and career, Miyaeva offers insights and practical advice for other creators considering similar ventures.

On misconceptions about follower requirements, she’s clear: “You don’t need millions of followers to make it work. I think that if you have enough motivation and enough drive to start a business, you could literally start from scratch.”

The importance of patience in product development is a lesson she learned firsthand. “You just have to have a lot of patience. If you want to launch something in like a month, it’s gonna look rushed,” she cautions. “People take it more seriously when they see that a lot of time and effort’s been put into something.”

Her approach to quality control reflects her personal investment in her brand. “I didn’t want to be like, ‘Oh, I don’t want to be annoying. I don’t want to keep coming back to them about things I don’t like.’ But then I thought, ‘This is my brand.’ People will know this is my brand. I want it to be perfect.”

Testing ideas with an audience before full investment was another key strategy. “I posted on Instagram a poll and was like, ‘Hey, what would you guys want?'” This feedback-driven approach helped her avoid costly mistakes.

Above all, Miyaeva emphasizes that aspiring creator-entrepreneurs shouldn’t wait for ideal circumstances. “You can’t wait for the perfect time. The time was not perfect for me; I was already super overwhelmed. But I was like, no, I really want to do this. This has been a long-held dream of mine. So you just have to go for it.”

Perhaps her most practical advice speaks to the heart of creator entrepreneurship: “Just create the perfect moment. The perfect time doesn’t exist.”

Dream to Reality: The Personal Victory

For Miyaeva, the launch of Every September represents more than just a business milestone; it’s the fulfillment of a long-held personal dream made even more meaningful by coinciding with her journey into motherhood and addressing a real gap in the market she experienced firsthand.

“Looking back, wow, like 16-year-old me would be insane and crying right now,” she says, reflecting on her achievement. “That’s been a dream of mine. My end goal is to be at a store or open up my own boutique.”

As Every September grows from its first collection with the fitting tagline “Born to Move Mountains,” Miyaeva continues planning her next drops. What began as a simple desire to match outfits with her son has grown into a business with a clear purpose, proving that creators don’t need to wait for perfect timing or massive audiences to bring valuable products to market.

“I just can’t believe I’m here right now,” Miyaeva concludes, embodying the wonder that comes from seeing a vision turn into reality.

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