For the first time in nearly 16 months, Sandtricia Strickland walked a trade show floor.

Clutching her phone in one hand and a tote bag filled with samples in the other, ASI Show Chicago was Christmas in July for the president of Essential Creations Chicago (asi/189464). “My clients have been asking me what’s new, so I’m here to learn and discover new ideas,” Strickland said. “These shows get me motivated to go out and conquer the world.”

In this episode of Promo Insiders, Senior Writer John Corrigan talks with Strickland about overcoming 2020, her success thus far in 2021 and how she’s been able to cultivate a family business for over 20 years.

Podcast Chapters (Available Only on Desktop)
0:47: Breaking into promo
2:11: ASI Show Chicago
3:31: Enduring inventory shortages
4:35: Finding new ways to expand the business
5:36: Hiring challenges
7:02: Planning for Q4
8:08: Building a third-generation business

Essential Creations is stocked with five embroidery heads, a sublimation printer, heat presses and other decoration equipment. Strickland says her shop serves Greek organizations, schools, clubs and other small businesses, but now she’s targeting governmental agencies in an effort to expand the 21-year-old family business.

“2020 was a breakout year for us – we were one of the survivors.” – Sandtricia Strickland, Essential Creations Chicago

Even though she founded the company, she considers Essential Creations to be a “third-generation business” because her parents help out, and so do her grandchildren. “My 12-year-old grandson works for me during the summer,” Strickland says. “He’s very excited to learn and talk to clients. Being able to pass the business on to my grandkids is what I’m really shooting for right now.”

In 2018, Strickland took over Wearables’ Instagram for a day. Check out the photos here.

Watch on YouTube