19y-old scales diy gift shop to $1M using tiktok & reels
A simple sweatshirt idea became a million-dollar brand through daily content.
1.5 billion views in 25 months.
over 60,000 customers.
keida dervishi was just 19 when she turned a handmade birthday gift into a custom embroidered sweatshirt brand. today, it’s a seven-figure business.
she runs @soulmatecustoms on tiktok (635K followers, 500M+ views) and @soulmatecustomss on instagram (443K followers, 1B+ views).
what’s wild?
– she’s the face of every video
– posts 4+ times a day
– and content is what drives it all
some recent stats:
– 36.6M views on one tiktok // 2.6M likes // 10.5K comments // 83.5K saves
– 69M views on one reel // 825K likes // 4.3K comments
she says the hardest part isn’t packing orders — it’s showing up on camera every single day.
her 3 top content formulas (that work across niches):
1. behind-the-scenes access
filmed at the production site. raw, authentic, easy to batch.
→ perfect for building trust & giving “insider” vibes.
→ this works just as well for handmade, dropshipping, or digital goods.
2. unusual or emotional orders
sometimes real, sometimes staged — but always relatable.
→ curiosity-driven storytelling is powerful in couple/gift niches.
→ could be adapted for food, pets, beauty, or even SaaS (“we had to ship this… why?”)
3. the ‘she got THIS?!’ hook
uses intrigue + facial expressions to create scroll-stopping moments.
→ great for any product with a reveal (think: surprise boxes, spicy gifts, premium upgrades)
bonus move:
keida’s #1 rule: content first.
she knows that distribution > product.
and for founders building a D2C brand today, there’s a clear takeaway:
– show up daily
– keep formats repeatable
– and don’t overthink production value
want to apply this to your niche?
→ fitness: “i embroidered this for my gym crush…”
→ pet niche: “a hoodie with my dog’s paw stitched on”
→ productivity: “what my calendar looked like when i hit 6 figures”
→ coaching: “this client made me cry (custom gift reveal)”
if you can package emotion, surprise, or story — you’ve got content.
even if you post 4x/day.
especially if you post 4x/day.
