How My College Dorm Room Vision Became a Thriving Business

It all started in my college dorm room (1990), where I sat down with a notebook and sketched out the gifts I would offer through my business. At the time, I didn’t even know what to call it. Looking back, I realize I was crafting a vision, though it felt far simpler then—my goal was to make people happy with thoughtful gifts.

In those days (I sound like my parents), the only real option to send someone for a birthday or get-well gesture was flowers, but flowers had a short life. I wanted to create something more lasting that would brighten someone’s day and stay with them beyond that moment. My idea was to design products that were not only beautiful but also memorable, delivered in a way that would leave a lasting impression on the recipient.

What’s funny is that I believed, naively perhaps, that if I created something people loved, the rest—success, growth, all of it—would naturally follow. And in some ways, it did. However, I didn’t realize back then that building a business requires more than just a great product. Behind every vision lies a need for cash flow and resources, two things I absolutely did not have.

I was young, had no credit, and certainly wasn’t getting approved for any bank loans. But I was determined and didn’t take “no” for an answer. With persistence and creativity, I turned that simple idea from my dorm room into The Basketry, a business that grew far beyond what I initially imagined.

The journey was far from easy, but it all started with that first vision—one focused on spreading happiness through thoughtful, lasting gifts. That vision, coupled with relentless determination, laid the foundation for everything that came next.

WHY AM I TELLING YOU THIS?

My retail clients often lack vision. I ask them to sit quietly with their notebook and craft what they see and feel they want their company to look and feel like in the coming years. If you have this vision in place, then create a strategic plan to get there; magical things happen. I am fully aware that this is not an easy task, but it is necessary!

I CHALLENGE YOU…then email it to me if you want, and I will challenge you further. Here’s my personal email: kristileebrocato@gmail.com