Heather Sanders embarked on her path to self-empowerment with a remarkable 26-hour drive in her Ford Fusion. The transformative journey began in 2012, when she departed from her native Dallas to Los Angeles at the age of 19.
Initially, this journey wasn’t centered on self-empowerment.
“My main motivation was to join my amazing boyfriend,” she recalls, referring to rapper King Trell, who is now her fiancé. “But God had a better plan for my arrival here.”
At 29, Sanders reflects on her experiences traveling with Trell while he toured and embracing his direction, but it wasn’t long before she felt an undeniable urge to create her own venture. She made the decision to start an online boutique that would feature fashion from a variety of designers. Trell supported her with $500 in initial funds to purchase items from a local swap meet to sell online.
That’s when Brittney Turner entered the picture, known for selling her original designs on Etsy. “We connected through social media,” Sanders explains. “Brittney reached out regarding her custom denim creations. Shortly after, she moved in with me and became my business partner.”
In 2012, the duo launched Sorella, which means “sister” in Italian, merging their unique fashion styles into a brand that is “comfortable, flashy, sexy—like a cool tomboy, but we can rock a dress too, or sport sweats with heels.”
With Sanders already an Instagram veteran boasting one million followers, social media quickly became the prime engine driving Sorella’s marketing efforts. “I’d like to think I was an influencer before the term became mainstream,” Sanders shares. “I committed to posting a picture every day for a month on Instagram. I’d dress up in Sorella outfits and snap photos to help build the brand.
They swiftly transformed their modest online presence into a million-dollar business with a globally recognized brand and a bustling physical boutique on the trendy Melrose Avenue.
The strategy was highly effective. In its early years, Sorella expanded into a sizable warehouse, addressing the challenge of shipping orders directly from Sanders’ home. The success of pop-up shopping experiences at the warehouse led to the establishment of a physical boutique, which performed so well that they secured a location on the upscale Melrose Avenue. Celebrities like Kylie Jenner and Khloe Kardashian became enthusiastic supporters of Sorella.
Transforming her brave road trip at 19 into a flourishing million-dollar business, Sanders is now dedicated to motivating other young women to pursue similar paths.
#GirlsTour
Sanders and Turner launched Sorella without any prior fashion industry experience; they simply did what was necessary to nurture their brand. Having achieved success on their own terms, they eagerly sought out methods to inspire others and developed the #GirlsTour campaign, which they define as “celebrating powerful women, working women, and independent women of every age, race, and size.” The aim of #GirlsTour is to “[e]mpower women globally to embrace confidence, foster a vision, and to be stylish and driven.”
Initially, it started as a catchy phrase on a T-shirt. Then, Sanders recounts, “an artist came by and asked to paint on our wall, and we suggested he ‘paint GirlsTour.’” When the artist embellished one of the store’s walls with a large white-on-pink GirlsTour mural, women and girls from around the globe began visiting to take selfies with it.
“I’m continuously evolving and learning. Even though many see me as successful, I still have loads of work ahead.”
This selfie spot was merely a starting point. This summer, Sanders organized a competition to select 10 stylish young women in their late teens and early twenties as GirlsTour ambassadors for a mentoring initiative that combines hands-on experience with community involvement. The objective is to “connect girls from various cities and states, enabling them to contribute creatively to new ideas and clothing,” Sanders explains. “We aim to educate them about entrepreneurship, providing resources in their local areas, such as Shopify and ShipStation, along with guidance on how to produce their designs, and facilitate introductions to our manufacturers.”
Following a two-day workshop in Los Angeles, these “ambassadors of fashion and social impact” return to their hometowns to start their own ventures and contribute to their communities, collaborating with local nonprofits in monthly events like back-to-school giveaways in September and upcoming Thanksgiving turkey donations and holiday toy drives.
Consistency Is Key
While aiding girls in achieving their aspirations, Sanders remains focused on her objectives. “My current ambition is to build one of the leading women’s fashion brands globally,” she asserts. “I’m always expanding my knowledge and evolving. Despite being viewed as successful by many, I recognize that there’s still much to accomplish.”
Sanders firmly believes in the importance of consistency. She advises aspiring entrepreneurs, “Identify your goals. If your aim is to become an influencer, share content on Instagram daily. If you’re looking to start a business, take steps toward your business every day, whether it’s conducting research or scheduling meetings.”
The crucial part is to maintain momentum.
“Commit to hard work,” Sanders emphasizes. “Each and every day.”
