From Passion to Profession: Lessons in Creativity and Sustainability from 27Dyes Founder Jessica Hall

Who is 27Dyes?

This week in MGNT 440 & ENTR 350, students had the opportunity to hear from Jessica Hall, a local Roanoke entrepreneur and founder of 27 Dyes, a small business known for its creative and one-of-a-kind tie-dye apparel and workshops. What started as a hobby for Jessica has grown into a thriving business, one that balances artistry, entrepreneurship, and personal well-being.

Jessica’s story offered an authentic look at the reality of running a creative small business: the triumphs, the burnout, and the constant evolution needed to stay sustainable. As she explained, being a “one-woman show” comes with both freedom and pressure. Every task from design and production to marketing, accounting, and customer service, falls on her shoulders. Over time, Jessica realized that sustaining creativity while running a business required structure, self-awareness, and eventually, trust in others.

Evolving the Business Model

Initially, Jessica focused on selling unique, one-of-a-kind tie-dye pieces  each shirt, tapestry, or decor item entirely original. But over time, she found that constantly creating new designs was mentally exhausting and difficult to sustain. That’s when she began expanding into tie-dye workshops and corporate events  including team-building sessions and hands-on creative classes.

These workshops not only allowed Jessica to share her passion in a more interactive setting, but also diversified her revenue streams. As she told the class, “I’d rather teach one $600 class than sell 20 shirts at $30 each.” This shift also opened up future possibilities such as hiring instructors and scaling her operations while protecting her own creativity.

Formalizing and Protecting Her Brand

When her side hustle began turning real profits, Jessica took the leap to establish an LLC (Limited Liability Company). This move, she said, was about legitimacy and protection  both legally and professionally. She met with the Virginia Blue Ridge Small Business Development Center, which helped her through the affordable and simple registration process.

The LLC allowed Jessica to join the Chamber of Commerce, apply for a business credit card, and secure larger partnerships  including contracts with institutions like the Carilion Clinic. She also emphasized how important it is to protect personal assets and business reputation: “It’s a low-cost insurance policy for yourself.”

The Challenges of Creativity and Consistency

Jessica was candid about the creative struggles that come with producing art for a living. She noted how difficult it can be to maintain consistency in design while still staying inspired. Her decision to avoid repeating designs keeps her products unique, but it also makes branding more complex. Still, she’s exploring ways to incorporate branding more visibly such as a small “27” mark or a signature design element  so that her pieces are instantly recognizable.

She also discussed pricing challenges, learning to value her work properly after years of underpricing. Now, she carefully tracks her time, costs, and market comparisons to ensure that her prices reflect both the effort and originality behind each piece.

Looking Ahead

Jessica’s short-term goals include hiring her first employee and delegating tasks to prevent burnout. She hopes to train instructors who can lead workshops under the 27 Dyes brand, expanding her business while keeping her hands in the creative process she loves most.

Her advice to students?

• Know your worth. Don’t undersell your work or your time.
• Adapt your vision. Businesses evolve, and so must your ideas.
• Know your competition. “Stalk them on Instagram,” she joked — but also seriously, to understand trends and differentiate your brand.
• Protect your creativity. Build systems that let you grow without losing passion.

Jessica’s talk was more than a story of entrepreneurship — it was a reminder that success in small business comes from resilience, reinvention, and realness. As one of Roanoke’s creative voices, Jessica Hall and her company, 27 Dyes, embody what it means to turn passion into a purpose-driven profession.