Inspiring Conversations with Rashedah Caleb of Sunnri Custom Apparel

Today we’d like to introduce you to Rashedah Caleb.

Hi Rashedah, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
Owning a clothing brand has always been a profound dream of mine, fueled by a desire for representation. As a young, beautiful, black plus-sized woman, I wanted to create a platform that unequivocally showed the world that ALL sizes are beautiful and deserve to be celebrated. This ambition, however, initially felt overwhelming. I had no idea where to begin. I lacked connections in the business world, especially within the clothing industry, and had no one to offer guidance. I didn’t even know how to sewing. The path to having a clothing brand seemed riddled with impossible obstacles.

The foundation for Sunnri was not built overnight; it was paved through a winding path of diverse jobs, varied experiences, and crucial lessons learned over time. These experiences taught me the indispensable values of time management, financial acumen, and, most importantly, the significance of people. While making money is necessary for any business to thrive, it is the people—my clients and my community—who are counting on me, and they matter most. My clients are, without a doubt, the very soul of Sunnri, and I cherish the opportunity to serve and connect with each and every one of them. We don’t just sell apparel; we help people wear their story.

We all face challenges, but looking back would you describe it as a relatively smooth road?
The path of a small business is often marked by resilience, and here at Sunnri, we are no exception to facing daily hurdles. Our most pressing operational challenge revolves around space. Currently, we are operating out of our home base, which, while offering flexibility, leaves us constantly strapped for storage. This constraint limits our ability to efficiently manage inventory and workflow, impacting our potential for larger-scale production.

Furthermore, being self-funded presents a significant financial challenge. We currently lack the necessary capital to stock up on supplies in bulk, which means we miss out on cost efficiencies and face frequent reordering cycles. This reality requires meticulous budget management and a disciplined approach to inventory.

Beyond logistics and funding, a perpetual strategic challenge lies in understanding the needs of our market to better serve our community. The crucial questions we grapple with daily are: “What is it that our people truly want?” and “How can we consistently put our best foot forward, maintain our authentic identity, and shine without being preoccupied with the competition?” These introspective inquiries are essential guides as we chart our course for sustainable future growth. We are firm believers that genuine, lasting progress demands both time and unwavering dedication, and we are wholeheartedly committed to the entire process.

Appreciate you sharing that. What should we know about Sunnri Custom Apparel?
Sunnri is more than just a custom apparel business; it is a passion project born from a blend of personal vision and committed partnership. We specialize in bringing unique designs to life through high-quality vinyl and Direct-to-Film (DTF) printing techniques. Our philosophy is simple: if you can wear it, we can customize it. Our creative scope ranges from cozy beanies and casual tees to full sweatsuits and intricate athletic wear, ensuring every client walks away with a piece that is truly one-of-a-kind.

The company is co-owned by myself, Rashedah Caleb, and my fiance, Jonathan Brooks. Our partnership is the engine that drives Sunnri. While I am often the public face, managing client relations, communications, and the creative flow—the “heart” of the operation—Jonathan prefers to work behind the scenes. He is, to put it simply, the “brain.” He handles the technical execution, logistics, and strategic planning that ensures seamless production. Both roles are absolutely vital for the body of Sunnri to operate smoothly and efficiently. In fact, Sunnri’s very existence today is a testament to Jonathan’s unwavering support and foundational role in helping me launch this dream.

Our home and operational base are firmly established on the Southside of Clayton County. This location is not arbitrary; it is the community where we live, raise our children, and are deeply invested. Sunnri is committed to doing more than just selling apparel—we are dedicated to positively impacting our local area by cultivating genuine relationships and building lasting rapport. This commitment extends beyond business hours.

I actively participate in the community as a “Villager on Patrol,” a role that allows me to directly support the students and staff in various county schools. This involvement includes volunteering as a hall monitor, chaperoning events, or simply offering a word of encouragement and a smile to a student on their way to class. Having the privilege of working with children across all age groups is profoundly fulfilling. For me, this volunteerism is deeply personal and cathartic; it provides me with the opportunity to be present and involved in a way my own parents were unable to be, fostering a positive legacy for my children and their peers.

Is there something surprising that you feel even people who know you might not know about?
I’m actually quite shy, which might be surprising to those who know me.

Contact Info:

• Website: https://www.sunnri.com
• Instagram: https://www.instagram.com/sunnricustomapparel/
• Facebook: https://www.facebook.com/Sunnricustomapparel
• Youtube: https://www.youtube.com/@SunnriCustomApparel