Between lectures, studying and everything college offers, Christa Brooke Williams, a junior public relations major, can also be found packing orders, designing new pieces and creating content. With The Bee Shop, her apparel business, she proves it is possible to be both a student and entrepreneur.
What started as a passion project during the coronavirus pandemic in 2020 became an online storefront selling apparel with designs inspired by pop culture and The University of Alabama game days. Williams describes the brand as cozy, homey and effortless.
“More than anything, I want my pieces to feel like your favorites,” she said. “The sweatshirt you always grab, the T-shirt you throw on for class or the set you can wear when you want to be comfortable but still feel cute.”
Williams said she had long dreamed of owning a business and wanted to use her creativity to make something she owns. The time spent at home during the pandemic gave her the freedom to be creative and helped her build community.
Now a college student, her biggest challenge is balancing her business with her studies. She said since her sales have boosted over the past year, she is learning to manage that while also taking classes and being involved in clubs and internships.
“I’m still learning what balance looks like for me,” Williams said. “I’ve realized that I have to be intentional about separating my time, knowing what deadlines I have for school and the business and also making time for myself.”
Williams said she has grown creatively over time, improving her photography, graphic design and marketing skills. TikTok is one of the biggest ways she reaches customers.
Being a student at The University of Alabama has inspired her game day-related pieces and has helped her understand her audience and new clothing trends. She looks forward to developing her “Campus Club” collection, focusing on loungewear suited for everyday college life.
“Being a college student influences ‘The Bee Shop’ a lot because I’m surrounded by the same people I’m designing for,” Williams said. “I get to see what people are wearing to class, what trends students are interested in, what people are wearing on game days and what types of pieces actually fit into college life.”
Williams’ definition of success has changed since starting The Bee Shop. While she initially only focused on the clothes themselves, she now emphasizes customer relationships and the community around her brand.
Taking on the challenges of entrepreneurship as well as student life has taught her how to be creative under pressure and flexible when solving problems.
“My biggest advice would be not to limit yourself just because you’re young or still figuring things out,” she said. “A lot of what I know now came from simply starting and learning as I went.”
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