- Blog: Looking Fly On a Dime
- Niche: Budget Shopping/Fashion/Style
- Founder: Patrice J. Williams
- Twitter: @flyonadime
When Patrice J. Williams began working at a popular fashion magazine in New York City, she quickly realized that image was everything. However, she refused to break the bank just to keep up with the latest trends. Eventually, the New Jersey native found a solution by diving head first into her passion for thrift shopping. She got so good at finding excellent deals and top-notch pieces at bargain prices that others began to take notice. But it wasn’t until getting laid off in 2009 that Williams founded Looking Fly On a Dime, where she shares her shopping tips and strategies for helping women look chic on a budget.
Like most blogs, most of Williams’ was in print form but eventually she began video blogging her thrifty adventures, which demonstrated how much of a pro she was and that her on-camera personality was relatable to the everyday woman. In fact, it was these elements that caught the attention of talk show host Nate Berkus, who has invited Williams on his eponymous show several times as his “thrifting guru,†and landed her a permanent spot on New York City’s WPIX 11 News as the Savvy Shopper. As part of Black Blogger Month, BlackEnterprise.com caught up with the princess of thrift shopping to chat about how she turned her passion for fashion into a TV friendly brand.
I started blogging because…
I wanted a creative outlet. I was laid off from my job at a magazine and I wanted to make sure I had a daily or at least weekly project that I was working on. It was actually a late night conversation with a friend that got my wheels turning. She told me I was great at finding awesome clothes at a cheap price and she suggested I start an online show, telling viewers how to find the best deals. I wasn’t really interested in doing a show, but I thought starting a blog would be a great outlet. I wanted to create a space that was all mine, something that I had total control over. It was only natural that I focus on affordable fashion. Working in the fashion industry meant I was constantly surrounded by well-dressed women. I didn’t have the budget to mimic their style but I created my own equally fly wardrobe by shopping at thrift stores.
Looking Fly On a Dime stands out because…
My primary focus is thrift shopping. Budget blogging is nothing new, especially since the economy tanked but my niche is thrifting. Since I have such a specialized focus, I’m the go-to girl for all things thrifty. Even though I’ve been thrifting for a decade, it’s chic all of a sudden so people want to know how to thrift and I help them along the way.
People trust my brand because…
I live my brand. I don’t blog about the joys of thrifting and then spend all my cash at Bergdorf. Also, when I’m putting together content for my readers or YouTube viewers, I talk to them the same way I chat with my girlfriends. I don’t have a phony blogging “personality,” this is just me and people who connect with my brand feel my authenticity. In a sea of style blogs, readers love finding those who are genuine.
The biggest mistake I ever made in business was…
I didn’t do my research before deciding upon a blog name. Initially my site was called Living
Fly on a Dime. It wasn’t until a year in to blogging that I got a friendly email from a site with a similar name that told me I was infringing upon their trademark. I picked my site name without even thinking there could be future legal issues. Luckily, I was able to change my name to Looking Fly on a Dime, which was still similar to the former name and the change didn’t confuse readers or affect the brand.What I learned from that was…
The importance of doing research–extensive research–before starting any major project. I was in such a rush to start my own site that I just decided upon a name without thinking of any legal issues. But now I know that I’d rather delay starting a project instead of staring and having a project delayed at the hands of others, just because I didn’t do the necessary work ahead of time.
Click here to continue reading and to watch Williams speak on her blog’s evolution…
I realized blogging was a business when…
I had to consult an attorney for legal issues (i.e. the trademark). It’s all fun and games until you get a cease and desist letter. The other site owner was protecting their business–and rightfully so–and I had to learn the ways to protect a growing business. I also realized blogging was a major business when I saw other bloggers securing book deals, signing with agencies and pulling in major dollars.
What I’ve learned about branding in the digital space is…
To use technology
to your benefit, don’t let technology use you. Social networks can be a time drain but when used properly, they’re advantageous to your business. You just have to choose the ones that are most beneficial for you. My site is heavily visual and readers love seeing my “thrift store scores” or beautiful secondhand pieces that cost a few dollars, so posting photos and captions on Facebook has helped grow that community to 3000+ likes.YouTube is also another major branding tool. When I created a YouTube account, I had no idea that the managing editor from WPIX-TV in NYC would find me and offer me a job as their first Savvy Shopper reporter. Instead of being overwhelmed by the copious amount of networking sites, I’m strategic with my use of them. With a single click of a button, people can share a post or image and that increases brand reach.
Transitioning to TV has been…
Surprisingly seamless. Luckily I’ve worked with teams who like what I have to offer and don’t want to change anything about me. When The Nate Berkus Show came calling last year, it was my first time on television but it felt so natural and comfortable. They continued to invite me back throughout the season. I’m generally a shy person, but I don’t think about the millions of people watching me, I just focus on having a one-on-one conversation, whether I’m talking to a host or directly in the camera.
The transition to being the WPIX Savvy Shopper reporter was even more seamless. The managing editor found my YouTube channel and liked my style. The station is all about letting individual personalities shine versus having a stiff reporter feel. I was thrown in to the position head first without any television background but I write and produce all of my segments. It’s been a great learning experience and I always embrace a new challenge.
The best piece of business advice I ever got was…
I don’t remember who told me this, but they said “compete with yourself.†It’s so easy to get caught up in what other people are doing that you lose your focus. It’s also a major energy drain. When I see other people succeeding, I know it doesn’t limit my success or make me look at them as someone I need to be threatened by. If anything I look at them as motivation and proof of what’s possible. I want to do bigger and better than I’ve done in the past, I’m my own competition.
I measure success by…
Inspiring people to understand that amazing style can be accomplished at any price tag. I grew up with little money and always remembered thinking my life would be so much better, I’d be more popular and pretty if I had the expensive jeans or latest clothes or a pair of LA Gear sneakers. Obviously my thinking changed as I got older and gained confidence. Also, working in the fashion industry had me surrounded by well-dressed women who had some of the nastiest personalities. If I can help other people to understand feeling good and looking good doesn’t come with a price tag attached, I’m successful.
Be sure to check out the rest of the digital thought leaders as they’re revealed each day by logging on to BlackEnterprise.com/BlackBloggerMonth.
Watch below as Williams reveals the Who, What, Where, When, Why and How of Looking Fly On a Dime’s success.
Video shot and edited by Brain Food Film. Shot on location at the 40/40 Club New York.