We had the good fortune of connecting with Devon Daniels and we’ve shared our conversation below.

Hi Devon, what was your thought process behind starting your own business?
When one business opportunity fell through, I went out on my own and have never looked back. I have so much more creative freedom and still get to do what I love.

Owning my own embroidery business had never crossed my mind. I was content managing the shop, but when the opportunity arose to own it. The possibilities of where I could take the business were swirling. Now I am happily forging my own path.

Let’s talk shop? Tell us more about your career, what can you share with our community?
I have always been crafty and creative, but didn’t learn to sew until I was in my teens. It was never a big part of my life until I had my son in 2005. I wanted to make fun stuff for him and got to spend time with my Mom and she helped me some. When I eventually went back to work it was managing a meal assembly kitchen. Furthest thing from sewing, but it was just a hobby and I enjoyed making things for friends. When that business closed , I started working for a former customer who ran an online baby store. Most of the products where monogrammed and some custom sewing. I had never used an embroidery machine, but I am quick study and was a full time employee in no time. The business grew quickly, and when the storefront was opened, that gave way to more creative requests which I loved. Machine embroidery is so diverse with what you can create. I truly enjoy making things that make others smile.

Walking away from a job of almost 10 years, wasn’t easy, but necessary. Gave me a fresh start to create my own brand and continue to be a creative badass. I gained so much knowledge in other aspects of my business and offer so much more than just monograms.

Owning a business during a pandemic was interesting, but I had a renewed love of sewing as my machine, Sew Ellen, and I got re-acquainted with mask making.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
As a native Houstonian there are so many great parts to the city. Would definitely hit up some favorite places to eat like Niko Nikos, Good Company Seafood, and El Tiempo. Do some shopping in Rice Village and the Heights. Also the art museums and the zoo.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I wouldn’t be where I am without the support of my family and friends, but most especially my amazing husband, Jeff. He has stuck with me on this journey and I can’t wait to be his boss! And my most amazing customers. I formed so many great friendships over the years and thankful for those that continue to support me.

Over the past three years I have met so many amazing and talented small business owners.

Treat Lady Training who recommended me for this – Miranda has become a great friend

True Life Fashion – Jesse is a great customer and love doing collaborations

Jewelry by Katrina – Katrina is an amazing artist whose jewelry business I have watched grow so much over the years.

Balloons by Letty – Letty is so talented and makes some awesome creations

Dominate or Die Fitness – Josh is a great trainer and thankful for his knowledge that got me back to sleighing the weights

Instagram: @sweetmagnoliamonograms

Facebook: facebook.com/sweetmagnoliamonogramstx

Nominate Someone: ShoutoutHTX is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.