The crowd at the Loft on Sunday afternoon wasn’t playing darts or pool. They were intently listening to entrepreneurial tips from a man who sells T-shirts out of a mock bakery.
Johnny Earle invented the Johnny Cupcakes phenomenon, creating stores that looked like bakeries but that sold T-shirts, when he was just 19 years old. On Sunday, as a part of Project Next, Mr. Earle headlined a panel of Island entrepreneurs and spoke to a group of about 30 people about starting their own businesses. Project Next is an offshoot of the MV Youth Taskforce and provides professional counseling for Islanders 18 to 26.
Mr. Earle, 32, shared his story with the crowd, including the 16 jobs he held before he was 16, his love of pranks, and making his first million by the time he was 24. Though he runs a wildly successful small business, Mr. Earle is still the guy who will put Orajel on your cup, or a whoopee cushion on your chair.
“After all, I do own a bakery that doesn’t sell real food. I still prank people,” he said.
Mr. Earle does more than sell T-shirts, sweatshirts and pins, he creates experiences. His stores are designed like bakeries and many people unfamiliar with the brand often enter the stores looking for a sweet treat. In 2012, Mr. Earle opened a seasonal Johnny Cupcakes store opened on Circuit avenue in Oak Bluffs. Mr. Earle’s parents now live on the Vineyard, and he grew up coming here during the summers.
“The Apple store doesn’t sell fruit, why should I sell cupcakes?” he said. Being unique is a part of his business plan and his stunts work better than traditional advertising. He sold ice cream-themed shirts out of a ice cream truck, and is coming out with a shirt that isn’t for sale. The Where’s Waldo-themed shirt can only be obtained if you find Mr. Earle after prompting from social media: the ultimate scavenger hunt. He told the crowd any idea needs to have at least 12 differences from other similar companies.
“Everything in the world has been done before, you need to constantly reinvent yourself,” he said.
Mr. Earle’s entrepreneurial spirit began at a young age with lemonade stands, yard sales and haunted houses. One winter he sold scarves he made by cutting fleece into strips; no sewing required.
“While my friends were hanging out with cute girls at parties, I was hanging out with cute old ladies at Jo-Ann Fabric,” he said.
Even now, at the top of the T-shirt game, Mr. Earle said he learns from visiting other businesses. He encouraged the crowd to take a chance on learning a trade through internships, volunteering and job shadowing.
Every component of his business has benefitted from careful thought. The brand doesn’t use traditional advertising, yet every shop opening has lines around the block. He cultivated and maintains a dedicated customer base by being interactive, and constantly introducing new ideas.
“People have too many options, why would they go with you?” he said, highlighting the need to stand out. When filling online T-shirt orders, Johnny Cupcakes will sometimes throw in something extra such as batteries, a handwritten note or a Barbie head. As Mr. Earle suggested, “the stranger the better.”
Avery Miner, a 17-year-old entrepreneur, asked Mr. Earle about connections with the skateboard community. Mr. Miner is working on his own business, Quantum Skate, manufacturing skateboards with designs by Island artists.
Another young entrepreneur in attendance, Hannah Marlin, makes jewelry under the name Littlest Fish Designs, and she also does photography. She has been trying to figure out which of her artistic ventures she should focus on in the future.
J.B. Blau, an Island restaurateur and owner of the Loft, also sat on the panel. He encouraged Hannah to follow her heart and enjoy the evolution of her work. He was joined on the panel by Mario (Eddie) Spindola, franchisee of Oh Deer tick service, and Bennett Coffey and Kyleen Keenan of Not Your Sugar Mamas.
Project Next coordinator Tiffany Smalley said they were excited to have Johnny Cupcakes speak to the community because he is such a big name.
“We hope this inspires more young people to start businesses,” she said. “You can start small and become big.”
For more information about Project Next, a free program offering services and free programs to 18- to 26-year-olds, contact Tiffany Smalley at 508-696-5304 or visit mvyouthtaskforce.org/projectnext
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