Today we’d like to introduce you to LaNiya Williams.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I always had a love for fashion. My mother is so creative and fly. Watching her model at Morgan in college or just getting dressed to go out influenced me. In 2017, my junior year in high school, I had an idea to sell hats. I told my mother and we had a meeting with her friend, who was a graphic designer at the time. We sat and talked for about 2 hours just about logos & tech packs for doing custom hats. Two weeks pass & he finished my logo. After that, I bought some hats from online & got them printed it. I wanted to do more so I did logo shirts to match the hats. This was the birth of Prime Apparel.
At this time, I would just do sweatsuits, hats or shirts and sell out completely every drop. In 2018 I graduated from City and moved to Atlanta to attend CAU. Feeling so small in a new big city, I had difficulty putting myself out there at times. Though some people knew my brand and I, I could’ve been exposed to more in Atlanta.
Fast forward to 2019, I started to drift into other things like selling shoes and forgot completely about my brand. Towards the end of 2019, I stopped selling shoes and I noticed my life lacked real substance. I took a step back from everything, social media, people & just started pouring more into myself. The beginning of 2020, I started a fashion blog called The Boog Effect on Instagram. I would post nice fits, art or quotes to make people feel good. I also started drawing clothes for whenever I did decide to come back. One day I stumbled across my first manufacturer from China. I fell in love because they did more garments than the normal sweatsuit/sportswear manufacturers. I designed two pairs of pants in March/April and they finally finished my samples late May. When I tell you I was stunned!! I loved them & ever since then, I’ve been working with that manufacturer. August of 2020, my mother gave me my first investment. Being so young and hungry, I spent 90% of it on inventory by December.
Now, The Boog Effect is more bold in designs than Prime Apparel. I’ve learned so much from my mistakes, people in my industry, and being curious. This helps make better moves concerning my business by also framing how I view my business. As an extension of me. I’m currently learning how to sew because I want my customers to get more unique pieces you won’t find NOWHERE else. I’m into prints and drawing as well. TBE is my effect on the world, what I leave here, my art, my clothes, my wisdom, my mistakes, just me in every form. That’s what TBE is and will be.
We all face challenges, but looking back would you describe it as a relatively smooth road?
No, I feel like now I am still on the rocky side, but thats life. It’s so many things that come with a running a business. Pleasing and learning your target audience, making sure quality matches hype, being consistent, and etc. These are things you learn to master as time goes on. I feel like my biggest struggle right now is internal. This sometimes gets projected onto my brand. Doubt and slight insecurity comes out & I think, Is this what God wants me to do? Do I love it? Will it sell? Will I make it? Will I expand? But I’ve learned to counter those thoughts with thoughts of hope & faith. & I know no one will chase my dreams for me. I know I do everything with a pure heart and God will honor that, so this fall season I’ve experimented with a lot to take risks & bet on me.
There will always be rocky roads, it’s up to me to endure to reap the fruits of my labor when that time comes.
Can you tell our readers more about what you do and what you think sets you apart from others?
I make clothes. I love a wow piece in a fit & I always want my brand to be that wow piece you wear. This being year 1 of a new brand, I’m still developing my “specialty”, but We do try to incorporate a lot of colors. I don’t do a lot of black or boring clothes. I create for the fly, the bold & I want my clothes to say that when you look at them. I am proud of this brand because my clothes aren’t like nothing I’ve seen or anyone else. I’m proud that I sell everything I’d wear. I’m proud of the communication & relationships I’ve built with my customers. The people that buy from me I call them “The Fam” and I’m grateful to be able to be a part of their closets. What sets me apart from others is the experience you get with me and my clothes. Like I said, you can’t find this drip nowhere else.
We’re always looking for the lessons that can be learned in any situation, including tragic ones like the Covid-19 crisis. Are there any lessons you’ve learned that you can share?
I’ve learned that life is lived better if you slow down & be apart. Prior to COVID, I used to let life pass, always worry about the next day & never the next year. Now, I take my time with everything, to consciously be aware of life and all it blesses me with. Covid also taught me how much I didn’t know my family, it’s brought me closer to them by spending time and getting to know them individually. COVID was a terrible time, we lost so many lives and livelihood but God blessed me through that time. I’m grateful, I’ve grown a lot.
- Email: firstname.lastname@example.org
- Website: theboogeffect.com
- Instagram: @Niboog @idkboog @theboogeffect
- Twitter: niboogie_
Chlo, Tyrin, Vee, Vakhari, Wisdom, Bub, Tyree, Daria, Quen, & Bri