Jillian Lee, owner and founder of UniqueLee Creations, was born and raised in Fort Wayne, Indiana.
After a career-ending injury steered her away from college, Lee found herself on the path of entrepreneurship in 2018 after she realized there was a market for custom bedazzled items — including phone cases and shoes. Eight years later — after having designed custom shoes for Oprah Winfrey and Lisa Raye — Lee is ready to take her business to the next level and sat down with the Recorder to discuss her brand and how she’s preparing for the future.
Responses have been edited for clarity and brevity.
What’s UniqueLee Creation’s origin story? When did you realize you could turn a passion into a business?
Lee: I actually just started making phone cases and posted them on Facebook in the Black Girls Craft group, and that’s how I started getting orders. … Then I started adding extra items, so I would do custom keychains, custom notebooks and things like that. When I got my first order for custom Converse, it was for a bridal shower. They said, ‘Can you do a full bling shoe?’ I was like, I’m not sure, but … I just told them I could do it. Ever since I did that shoe, I never looked back. I was like, Wow, this makes more sense, actually; financially as well, because for me to do one pair of shoes was equivalent to doing five phone cases. I fell in love with the shoes, and ever since then, I just said I need to perfect this and know the ins and outs.
What does a day-to-day look like at UniqueLee Creations? What kind of services do you provide/offer?
Lee: I also work a full-time job as well. Typically, when I get off work, I’ll come to my office and, with the shoe orders, I also sell rhinestones. With my online presence, I have a lot of people who come to me because they’re like, ‘Oh my gosh, I love your shoes. I want to learn. What supplies do I need? Where can I purchase (them)?’ So I put together an Amazon storefront so they can actually go there and purchase the items. I also have online classes where they can purchase virtually and learn through that. We also offer a mini shoe kit … a really cool concept because if you do want to learn how to bling shoes and you want to start smaller, the kit comes with everything. … So it’s perfect for, like, craft nights, date night or anything like that.
How do you balance your creative energy with the business side of things and a full-time job? Is there such a thing as work-life balance?
Lee: When I’m stressed out at work, and I get to come and do my business, it is like therapy. It’s like a cool down. I’m very excited to come here, so it’s not burnout, as far as when I was doing my business full-time. In a sense, it kind of was burnout because I didn’t have another outlet.
I love doing the shoe, but when I finish the shoe, it’s like, ‘Wow, this looks good.’ I can do the same colors over and over, but it’ll be that shoe I look at, and I’m like, Wow, this actually looks better than the other ones.’ I think it’s more feedback from our customers, and just being able to just be creative and put colors together that you wouldn’t think would actually match.
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What has been the most challenging part of building your business from the ground up? What has been the best part of this?
Lee: The most challenging part is (that) it’s just me. So, for example, in 2022, when I went viral, I ended up averaging about 30 to 40 pairs of shoes at one time. I actually quit my job at that time. So it was finding help. I still do the business by myself, but I do have a friend that I’ve taught how to do certain things, so he’ll come in and help me out.
I never thought that I would actually reach Oprah and Lisa Raye. To me, that is just unbelievable because I’m actually in Fort Wayne, Indiana, and a small town. I always tell people the internet is very powerful. You never know who’s looking at you. So for them to find me and to choose me out of all the people in the world that do custom shoes, it was just very honorable. It lets me know that if you just continue to be consistent and just stay true to who you are.
What do you hope your clients feel or experience when they support your brand?
Lee: I want them to really feel special and beautiful because, first of all, they’re spending their hard-earned money with someone they don’t even know. I always make sure I give my customers the best customer service. I don’t want them to feel like they’re scammed in any way. … I want them to feel unique. I want them to feel stand out, just in that moment (or) whenever they’re wearing their shoes. I want them to feel like that girl, like that woman.
As we continue to celebrate Women’s History Month, what advice would you give to other young Black women interested in starting their own businesses?
Lee: Definitely one thing I would stand on is consistency. There have been many times where I’m like, ‘this is not working out,’ because you’re going to have months when there’s a slower month for your business, but that is where you’ll take the time to actually do more on the back end. I’m saying, understanding your emails, your analytics and things like that, and prepping for the future. Also, do not feel defeated. I know a lot of people feel defeated when it comes to, ‘Oh, my family and friends are not supporting me.’ I literally have maybe 5% support in my city, but I’m worldwide, so people are finding me all over.
Where do you see your brand going in the future?
Lee: Honestly, I want to hire employees. I’m actually happy to have PR with Lisa (Moton), because that was something I was like, I just cannot continue to do this for myself, I need help. I do want to have my own bling shoe brand. So right now, as you see, I do use Converse shoes, but I want to have my own shoe line, so just in the future, seeing how that looks and getting that in order.
For more information about UniqueLee Creations, visit uniqueleecreations.com. To place a custom order, call or text 260-258-6525. Follow along with Jillian Lee on Instagram and TikTok @uniqueleecreations.
Contact Arts & Culture Reporter Chloe McGowan at 317-762-7848. Follow her on X @chloe_mcgowanxx.
Chloe McGowan is the Arts & Culture Reporter for the Indianapolis Recorder Newspaper. Originally from Columbus, OH, Chloe has a bachelor's in journalism from The Ohio State University. She is a former IndyStar Pulliam Fellow, and has previously worked for Indy Maven, The Lantern, and CityScene Media Group. In her free time, Chloe enjoys live theatre, reading, baking and keeping her plants alive.
