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They Brought in $5K Per Weekend at Craft Fairs — Then $1.5M a Year — Thanks to an Unusual
Susana Chen and Jess Wu, co-founders of Never Have I Ever, have transformed their artistic vision into a thriving business, generating $1.5 million in revenue in just two years. Their unique approach combines creativity with commerce, making art accessible and wearable.
In a world where creativity meets commerce, two entrepreneurs have crafted a business that resonates with the pulse of modern consumerism. Susana Chen and Jess Wu, co-founders of Never Have I Ever, have turned their artistic vision into a thriving enterprise. Their journey began at craft fairs, where they discovered a unique market for wearable art, leading to a business model that not only supports artists but also meets the evolving demands of consumers.
Never Have I Ever started with a simple yet profound question: how can art be made accessible and wearable? Chen, a graduate of Parsons School of Design, leveraged her background in creative industries to create products that reflect individuality. Meanwhile, Wu’s expertise in brand marketing allowed them to scale operations efficiently. Together, they tapped into a growing trend of self-expression through art, particularly in the beauty sector. This intersection of creativity and commerce has proven to be a lucrative niche.
The Power of Craft Fairs and Community Engagement
The duo launched Never Have I Ever in November 2023, focusing on products like press-on nails, temporary tattoos, and tooth gems. These items not only provide a canvas for artists but also offer consumers a more affordable and customizable alternative to traditional beauty services. The brand quickly achieved significant sales at craft fairs, generating between $3,000 to $5,000 per weekend, which prompted them to expand into larger retail markets.
The founders’ strategy involved building strong relationships with their artists and suppliers to ensure that their vision is realized without compromising on quality. This approach not only supports artists but also enhances product authenticity. Chen explains, “I go to the nail salon and want an artist’s work on my nails, but the artists don’t get credit for the nail drawing. We just solved that whole issue.” This commitment to artist recognition has become a cornerstone of their brand.
This rapid growth is attributed to their unique business model, which allows artists to earn royalties on their designs while ensuring that the production process remains true to their vision.
Scaling with Strategic Partnerships and Social Media
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Read More →By the end of 2025, Never Have I Ever had established a notable presence in the market and secured a deal with investors on a popular reality TV show. This rapid growth is attributed to their unique business model, which allows artists to earn royalties on their designs while ensuring that the production process remains true to their vision.
Moreover, the brand’s commitment to showcasing its artist community on social media has strengthened its market presence. By highlighting individual artists and their stories, Never Have I Ever fosters a deeper connection with consumers, who increasingly seek brands that align with their values. This strategy has proven effective in building brand loyalty and driving sales, as demonstrated by their impressive year-over-year growth.
In addition, the rise of the gig economy has empowered many artists to seek alternative revenue streams. Never Have I Ever capitalizes on this trend by providing a platform for artists to monetize their work. This model not only diversifies income for artists but also enriches the brand’s product offerings with a variety of unique designs.
Achievements and Future Prospects
Never Have I Ever closed out its second full year in business with $1.5 million in revenue, achieving 3.5X year-over-year sales growth and selling 120,000 units. The brand is now available in over 2,000 retail locations, including major retailers like Urban Outfitters, Anthropologie, and Nordstrom, as well as cultural institutions such as the Met Museum and MoMA.
Achievements and Future Prospects Never Have I Ever closed out its second full year in business with $1.5 million in revenue, achieving 3.5X year-over-year sales growth and selling 120,000 units.
Looking ahead, Chen and Wu are focused on expanding their product lines and continuing to support artists. They aim to maintain their commitment to quality and authenticity while exploring new markets. As they reflect on their journey, Chen notes, “We went from selling at a marketplace on the weekend to now being in more than 2,000 shops in less than two years, so it was an incredibly fast scale.” With their innovative approach and dedication to community, the future looks bright for Never Have I Ever.
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