How This Pro Helps Fashion Designers Launch Their Brands

Here, meet Martu Evans-Freeman, founder of MEF Productions, who has helped fashion entrepreneurs turn creative ideas into thriving businesses for more than 30 years. She's built a career around adapting to change, and credits Verizon Small Business Digital Ready with helping her streamline her consulting process and better serve clients. Here, she shares the lessons she's learned along the way.

What was your "Okay, I'm really doing this" moment?

I was working in merchandising, production, sourcing, and product development, and I realized that most designers had their own collections they were working on after hours. They'd constantly talk about how they couldn't find help launching their businesses, so I started asking if anyone needed support sourcing fabrics, finding sample makers, or developing products. At first, it was one client here and there, but after a few years it became entirely word of mouth.

What's one digital change you can directly credit for real growth?

For me, it was during the pandemic when I realized I could do everything online. Before that, I was teaching workshops in person, mostly in Miami.

Once people were spending more time online, my business expanded far beyond South Florida. I would have 10 or 15 people on a consultation call and they were all over the country. I think that opened up a big window for me and made things a whole lot easier.

What's one small move that created big results?

Creating my workshop, How to Launch Your Fashion Business, completely changed my business.

It actually came from frustration because I kept meeting people who wanted to start fashion brands but didn't understand the terminology or how the industry worked. The workshop also helped people decide whether they were truly ready.

Whose career or business journey has quietly shaped how you think?

The only reason I like Oprah's story is because she does multiple things. She's not stuck behind, 'I'm a journalist.' I admire people who continue growing into new opportunities. I like those people that think outside of the box and can do multiple things. It's not because they know how to do multiple things; it's because they know how to put a team together to support their dream.

How has the Verizon Small Business Digital Ready program helped propel your business forward?

The storytelling courses changed how I market my business online. Instead of simply posting that I was busy, I learned to show client transformations and include testimonials.

Having my clients talk and having them be a part of the story was a game changer for me because not only was it just word of mouth, it was actually stamped on my social media that that would happen.

I would also do a SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis for every next chapter, which is something I took away from the program. I would do a SWOT because it helps me frame my business and make sure it makes sense.

What's one thing you wish you knew sooner?

I wish I'd learned earlier that I didn't have to prove myself before talking about pricing. I had to flip that. It's like, 'Listen, Google me, and this is what I cost and then we have a great conversation. I've realized that if someone needs me to constantly convince them, they're probably not my customer.