Today we’d like to introduce you to Benz Shareef.
Hi Benz, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
For me, I started before I actually “started”… It is in my blood, my father is an entrepreneur, and he has owned and operated several businesses, from kid’s clothing to catering, as I was growing up. I was taught to be an owner, to be a lender, not the borrower, leader, not the follower… you get my point. I have always been a Self-taught, Self-Starter. How it really started……. I moved to Atlanta, GA, in 2004 for College. I was a business major at Clark Atlanta University. At CAU, the motto is “Find a way, or make one” that is a motto I still breathe, work and live by, until this day! Fast forward to 2011, Still trying to make my mark on the world but had no employment in my area of study. At the time, I was working for Apple as an IT Advisor, hating every second of it lol…. consistently wondering what I was doing with my life…Nah fr. It was time to start my own business. My initial goal was to start a printing business. After researching the industry, I developed a business plan from scratch by tapping into a local resource in ATL, named SCORE, a free group of retired business professionals. They assisted me with the tools to learn how to write my own business plan, provided me with a Business mentor, and provided business classes (some free). After meeting with my mentor, we determined I had a great idea for my business but no niche, and I hit a brick wall and didn’t know my next step. I finally saved up enough to purchase my own equipment. I bought my first press and then soon realized I didn’t know how to print a shirt, another brick wall. I needed more than just a press to print. I needed to understand what I was doing.
In 2014, I ended up walking through the doors of ProTees ATL (Riverdale, GA) @proteesatl, where I met my mentors, Ced Shep and Big Pete. I began to come to the shop daily after work to learn the printing craft. I apprenticed for over two years. They taught me printing from the ground up—screen printing, Vinyl (which became my specialty), DTG, etc. I learned about Signage, installed my first billboard, and literally fell in love with the craft of printing. I continued to study printing and learned other techniques, like sublimation and using Inkjet transfers. I printed the first Cre8 Shirt in November of 2014. It was supposed to be our first shirt to promote Cre8 the print business; however, once I posted it to Instagram, I had so many people reach out about purchasing the shirt,…and boom, Cre8 Apparel was born. Cre8 stands for Cre8ting Reality Everyday 8 Days a Week. And that is what we did… Literally. My cousin, Suave Smith, who would later be my brand photographer, started perfecting his own Photography craft, and together we built each other up. We created magic! How it was going… The Cre8 brand literally started from printing Custom Shirts, using Inkjet transfers in multiple colors and 2 AM photoshoots. I continued to learn more about printing and improving the quality of Cre8 Apparel. I began to research clothing, apparel, and building a brand. In 2016, Cre8 Apparel was featured in the Bankroll Fresh and 2 Chainz movie, “Take over your Trap,” thanks to lead Actress, Sheena Stafford IG:@Shena_Shene, where the movie amassed over 6 million views. We began to do Pop-up shops locally in ATL, with amazing brands like Cinco Day ATL (@cincodayatl) and throughout a few states in the US. We have traveled to Minneapolis, MN, to do a show at the Famous “Capri Theater” and Newark, Delaware, to do a pop-up shop show with the Villa/DTLR brand at Christiana Mall. Our brand has also been seen on Great day Washington, in DC (WUSA-9).
At that time, my cousin’s Photography career began to take off, and due to his business increase, I had to pick up the slack. With his guidance, I began to teach myself photography and videography to add to my list of talents. I taught myself everything, shoot and edit videos, and taught myself more about fashion, and Cre8 Apparel continued to grow as an emerging brand in ATL. So fast that I tried to quit my job and take off on my own. However, there was a point when I began to wear too many hats; I was doing too many things, and I became burnt out. What was once my favorite thing to do became my chore. I wasn’t practicing what I was preaching at that current time in my life, and I had to decide if Cre8 was just a “hobby” or really a passion. It was time to do some soul searching. Running your own brand is not easy. It is long days and nights, lots of tears, lots of disappointments, lots of alone time, a constant question of your sanity and character, and really forcing yourself outside of your comfort zone to share your most Creative thoughts with the world. I had finally hit another brick wall. Business at this time was still doing well. However, I was unsatisfied that my personal life was not good, and I personally felt like my business’s foundation was weak. There was still so much I didn’t know. Was I even doing it properly? These are questions that constantly tormented me. I did know for sure that I had to fall in love with the craft again and learn financial literacy if I wanted my brand to survive. I began to post less and learn more. I invested in myself and my business; books, trade shows, videos, learning materials, classes, you name it, I did it—Ted Talk queen. I even attended my first major trade show event, MAGIC (Las Vegas), and I was finally getting the information I was seeking to better Cre8 all around.
Where we are today… I was getting geared up for the relaunch of Cre8 when COVID-19 hit. Coronavirus unintentionally revived my entire brand. With an influx of custom mask orders and an increase of small businesses in need of printing and graphic design services, we transformed into CRE8, a Cre8tive Lifestyle Company. With expansion on the brain for small businesses, we now offer customized printing for promotional and marketing items such as buttons, stickers, magnets, pens, flyers, banners, business cards, and so much more. The Cre8 revamp also includes a new website, www.cre8reality.com, and a social media handle (@cre8reality_co). We are so optimistic about our 2021 journey as we continue to grow and expand on custom printing and packaging services. It feels amazing to be able to look at where we have been and where we are headed. I am forever thankful to be in this position to provide quality products and services to my community and in return, my community embraces and forces me to better my business.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Smooth? Not. This journey has not been a smooth road by far, but the journey has been the best part. I have learned so many things about myself, others, and business. The struggles made me who I am today. A few of My biggest struggles along the way centered on Mental motivation, Relationships, Communication, and Finances. Running a business requires capital and sacrifice. While building my brand, I was not making a lot of money. I brought home “just enough” meaning enough to pay my bills, get groceries, and put gas in my car. It was up to me to invest in myself and Cre8 at all costs. Whatever money was left after my responsibilities, I invested in my business. I often had to sacrifice my wants, like going out, hanging with friends, and even saving, for investing in my dreams. When I first dreamed of being an entrepreneur and owning my own business, I initially only thought of success, not considering the road and the work put in to get there. I struggled with this for quite some time. I struggled with relationships, both personal and professional, with so much time and energy going into the business. I was not hanging out with my friends like normal. I stopped the habitual, every weekend routine of going out, the mundane routine of chilling with my friends, and not advancing in my life, to work on my business. Between growing the business, taking on more orders and clients, bigger jobs to Social media marketing, and printing the orders. I was doing a lot. I struggled with time management and not knowing how to communicate well. Learning how to deal and interact with customers and bring their thoughts and creations to life. I had to prioritize learning how to better communicate with others in my life, especially my clients and customers. Lastly, staying motivated as an entrepreneur can be extremely hard within itself. Mental motivation is key; You have to develop an unwavering belief in yourself, for the times when no one else believes in you. At the same time, my brand Cre8 motivated others in support of me and around me. There were days or periods in my life when I was not inspired; I did not feel the “positive energy” I was supposed to be exuding. I had to learn to develop a strong mindset and mentality.
As you know, we’re big fans of Cre8 -A lifestyle Co… For our readers who might not be as familiar what can you tell them about the brand?
CRE8 stands for Cre8ting Reality Every day, 8 Days a Week. Life is a blank canvas. We all hold the brush that strokes our own masterpiece. At CRE8, we embrace the opportunity to help shape and mold your reality by providing quality products and services, stellar customer service, and a one-of-a-kind experience tailored to our customers and their special projects. Just as I like to say, I… [We] believe in relentlessly fighting every day to transform the dreams, goals, and aspirations we have for ourselves into our reality. Our customers are real people. Real “Cre8tives” of all realms that use and rely on us to take their message and give it back to the world. You control the narrative. You create the product. You get to be yourself authentically, and that’s a superpower. We offer various services and products for all your personal and business needs. Our services include but are not limited too: Custom T-Shirt Design/Print (Businesses, Personal, Bachelor[ette] Parties, etc.) Business Card Design/Print Decals (Wall, Car, Floor, and Window) Flyers Posters Business Cards Stickers Marketing Products (Banners, Promotional Products (Pens, Lighters, Hand Towels) and much, MUCH MORE! Just Ask for a Consultation Here.
Have you learned any interesting or important lessons due to the Covid-19 Crisis?
Due to Covid-19. I have learned quite a few lessons. Covid-19 brought many things to light besides this crazy virus. The entire World shutting down and humans being quarantined to our homes brought in so many emotions and lessons. For me, it also brought about a lot of new changes. I learned when one product fails; another may succeed. To determine which of your products is the most valuable to the market based on what is occurring in the economy at that time. We received a very high influx of custom mask printing jobs due to the virus. A completely new way of life that helped Cre8 to be able to expand our custom printing side of the business fully. We now offer stickers and business cards to assist other entrepreneurs in branding and marketing their businesses. 2786 printed items later (during Covid alone), we have cre8ted a new reality for our brand!! The biggest gift we received during the crisis was getting time back. Covid brought a new way of life and a new way to do business. I had to literally go back to the drawing board and determine how we would turn the tables and overcome the small hurdles as a small business. I am blessed to say my business actually flourished during this time.
Contact Info:
- Email: Hello@cre8reality.com
- Website: Cre8reality.com
- Instagram: Cre8Reality_Co
- Facebook: https://www.facebook.com/cre8reality
- Twitter: https://twitter.com/cre8_apparel
- Youtube: https://www.youtube.com/channel/UC6XGHa8PWLzMSAD-aQG02nw
Image Credits
Suave Smith Chabli Grant
