Conversations with Samantha Williams

Today we’d like to introduce you to Samantha Williams.

Hi Samantha, it’s an honor to have you on the platform. Thanks for sharing your story with us – to start, maybe you can share some of your backstory with our readers.
My back story started in a dance studio. I grew up dancing and decided owning and operating two studios was my calling. I was always designing and bringing everything I could get my hands on. I decided to semi-retire back in 2018 and sold both studios. Since I was already importing rhinestones, I should put them to good use. Sumthin’ Shiny was born. I wanted to know if anyone would like my products and if I could succeed in this new business. Sumthin’ Shiny has evolved over the years; I began with high-end apparel, leather, and furs (all custom rhinestoned with Swarovski handset stones), then Covid hit.

I had to rethink my approach and price point as the country was uniquely positioned. One of my first retail shows after Covid was Barrett Jackson 2022 in Scottsdale. I started bringing water bottles and tumblers, which lowered my price point and was hugely successful. Then came an idea courtesy of a wonderful customer I met. I came home, got to work, lots of sleepless nights, lots of research, phone calls, internet searches, more phone calls, and on July 22, 2022, I received my Patent Pending Status for my Fusion Sipp tumbler. After months of drawings, engineering, and samples, the final product arrived on my doorstep Oct 2022. It was fascinating and scary, just because I thought it would be fantastic; the real test is the general public. I gave myself 4 months of testing the product at retail holiday gift shows, and my first show was crazy. I sold out, sold out. I was beyond grateful and excited, and now I am collaborating with events, my bottles are available in boutiques, and I landed a deal with Wu-Tang. I still pinch myself if this is still real. I’m still working on tho, I have goals, and my vision board in my head still has a few things I need to check off the list. In October of 2022, I was invited to the American Music Awards for a gifting event. Seeing my brand on the red carpet banner was a dream come true; seeing celebrities get excited about something new is also very exciting.

Let’s dig a little deeper into the story – has it been an easy path overall, and if not, what challenges have you had to overcome?
Being a small business owner, it could be smoother. The buck stops with you. Sumthin’ Shiny has always been smooth sailing; the only struggle is needing more time or product. I make everything and take pride in that. I could farm things out, but then it becomes a mass production of something not very special. Getting a patent was a different story. The first attorney I called, in a nutshell, called me stupid! I hung up and cried, not because I was weak but infuriated. If only he could see me now 🙂 I wiped my tears and found the best patent attorney in the US. I hired an attorney out of Florida, spent months getting everything tested and perfect, then pulled the plug and went for it. I waited 12 weeks for the yay or nay letter; you have to do a soft search, then a hard search, and of course, pay lots of money, so more blinking I would do to make money. I am proud that I did this 100% on my own. I didn’t borrow money, use credit cards, etc. I financed this entire venture one rhinestone at a time. I never told my husband (or anyone else) what I was doing. My attorney instructed me not to talk about it, search for it, Google it, or anything. Then I started receiving paperwork and certified manilla envelopes from an attorney, and the hub was thinking the worst. 4 months later, I told him what I was doing.

Appreciate you sharing that. What else should we know about what you do?
I grew up dancing. It started when I was 4 and continued for 50 years. Dancing was never really a passion, but more something I was just good at. I love to choreograph, and teaching was enriching. Plus, designing dance costumes was right up my alley; my creative mind was always pinging. My specialty in dance was teaching acro (thing Cirque de Soleil). Contortion work was also a specialty area for me. I had the opportunity to produce 2 stage shows for Carnival Cruise Lines; my dancers participated in many unique opportunities. I had kids dancing professionally around the world at one point.

What I am most proud of is Fusion Sipp right now. Total strangers tell me how proud they are of me, not that I am looking for affirmation, but more support of a woman going after something they believe in. Holding the final product in my hands, telling people about it, and hearing their reactions is priceless. A customer from Cave Creek recently sent me the most amazing email.

“Just an FYI. This has been one of the best purchases I have ever made. I bought it at bike week in cave creek at the hideaway. I use it for water and the lake for beer and cocktails at work. I had used the strap as a makeshift lease for my dog when coyotes came at us. Like a morning star, I have also used the strap connected to the water bottle as a defensive weapon. The gap between the speaker and the bottle I used to have an extra car or house key. I also put a $100 bill in there just in case I need extra money. Sometimes, I use just the speaker without the bottle and save some battery on my phone. Amazing product. Keep up the great work. Nate”

That is such a fantastic feeling that people like what I do. So, what sets me apart from everyone else is simple, I’m just doing something I love to do that now has a unique product that no one else has. I have a design patent for 15 years; I can sell or license it, although my goal is to build the brand. I would love Fusion Sipp to be a household name. Goals.

What matters most to you? Why?
Regarding my business, what matters the most is keeping my customers happy and interested. I love coming up with new ideas and products that no one else has. Building my brand for Fusion Sipp is the #1 goal in my business right now. I have always been in awe of other small businesses with a niche that turns into something big. I want to see 32 NFL teams with custom bottles. I don’t know why it can’t be done.

Pricing:

• 10.00 The least expensive item I carry (super cool rhinestone hoodie cords).
• 20.00 Rhinestone straps to carry bottles (this item is my sleeper item, who knew).
• 55.00 Fusion Sipp tumbler.
• 233.00 Highest price point (ultra suede – hand stoned – poncho with fox fur).

Contact Info:

• Website: www.fusionsipp.com or www.sumthinshiny.com
• Instagram: Fusion Sipp or Sumthinshiny50
• Facebook: Fusion Sipp or Sumthin’ Shiny

Image Credits
Crown Photographic – American Music Awards Pics