The UniqueLee Creations founder on her first $15 sale, custom sneakers worn by Oprah Winfrey and LisaRaye, and growing a creative business beyond one product.
Jillian Lee turned a lifelong love of one-of-a-kind style into UniqueLee Creations, a custom design brand that transforms everyday sneakers into statement pieces with rhinestones, pearls, and embellishments. The Fort Wayne, Indiana, founder has seen her designs worn by Oprah Winfrey and LisaRaye, earned a place among the Top 100 designers in Stephen Curry’s shoe design competition, and built a community of more than 114,000 followers on Instagram, 84,000 on TikTok, and 70,000 on Facebook. As women in business mark National Women’s Small Business Month, Jillian Lee runs a company that now spans custom orders, DIY kits, workshops, online courses, and one-on-one training.
The $15 Sale That Started Jillian Lee’s Brand
Her story begins with a simple desire to stand apart. Shopping at major retailers, she kept seeing the same products everywhere, and she wanted pieces that truly reflected her personality. Inspiration arrived through Black Girls Craft, a Facebook group where women customized phone cases and other everyday items. “I was amazed because I didn’t even realize you could turn something like that into a business!” she says.
Jillian Lee picked up supplies from Dollar Tree and Michaels and taught herself through trial and error, including a batch of pearls that lost their color the moment glue touched them. When she posted her first custom phone case on Snapchat, her cousin asked to buy it on the spot. “I had never even thought about pricing, so I randomly said $15!” she recalls. “That $15 phone case became my very first sale, and that’s where my entrepreneurial journey began.”
She officially established UniqueLee Creations in 2019 and expanded into sneakers adorned with rhinestones, pearls, and other embellishments. She knew she had a real company when customers began seeking out her work. “I wasn’t just making something unique for myself anymore; I was helping other people express their individuality,” she says. Her brand still carries the conviction she started with.
“You have no option but to stand out.”
Jillian Lee
From Fort Wayne to Oprah Winfrey
Having her work worn by Oprah Winfrey and LisaRaye, and recognized in Stephen Curry’s shoe design competition, carried special meaning for a creator from a city many people have never visited. “When I learned that Oprah was wearing my shoes, I remember thinking, ‘Wow, this is really happening!’” Jillian Lee says. The moment confirmed her belief in social media and steady visibility. “I always tell other entrepreneurs that you have to keep showing up. If you don’t show up, people won’t know you exist.”
Those milestones have strengthened the credibility of UniqueLee Creations and built trust with new customers, who can see the quality, creativity, and dedication behind every pair. She measures success just as much by the women her journey reaches, particularly those building businesses from home on small budgets. “You don’t have to come from a major city, have a huge budget, or know all the right people to create something meaningful,” she says. “If my journey can inspire one person to believe in themselves and pursue their dreams, that means just as much to me as the recognition.”
“If you don’t show up, people won’t know you exist.”
Jillian Lee
More Than One Basket
As the business grew, Jillian Lee recognized that her skills could open doors well beyond custom sneakers. She expanded into DIY kits, workshops, online courses, and one-on-one training, serving customers who want to create their own designs as well as aspiring entrepreneurs hoping to turn creativity into income. Multiple revenue streams also carry her through the natural rhythm of small business ownership. “There are busy seasons and slower seasons, and having different products and services creates additional opportunities to generate revenue while continuing to grow your brand,” she explains. “Your knowledge, creativity, and experience are valuable, too.”
Her advice for women in business growing a creative brand is patient and practical: start with your passion, become great at it, then expand while listening to customers and watching for opportunities. “Don’t be afraid to try something new,” she says. “Everything won’t always work out the way you planned, but that’s part of being an entrepreneur. You have to be willing to learn, adjust, and keep going.” Looking back on a journey that began with a single phone case, she adds, “You never know how far one idea can take you if you’re willing to believe in it and put in the work.”
About UniqueLee Creations
Founded by Jillian Lee in 2019, UniqueLee Creations is a Fort Wayne, Indiana, custom design brand offering embellished sneakers, DIY kits, workshops, online courses, and one-on-one training. Shop the collection on the official website and follow along on Instagram, TikTok, and Facebook.
