Sweet success - the story of Johnny Cupcake
Author: Bill Laforme
November 16, 2009

If anyone knows how to create the allure of an exclusive and original brand, it is Johnny Cupcake.

Johnny Cupcake - who is actually Johnny Earle of Hull, Massachusetts - started his t-shirt empire by selling out of a suitcase after gigs he played with his band, he recently told Inc. magazine.

The shirts, which feature original, witty, pop culture-inspired designs, took off quickly and began acquiring a cult following.

Capitalizing on their popularity, Earle began printing more designs in higher volumes, and began talks with clothing giants Macy's and Urban Outfitters, the magazine reported.

But instead of going mainstream when his brand hit it big, Earle realized he should pull back.

"I thought, people want something that no one else has," he told the magazine. "If I put my shirts everywhere, they would just be a fad. I wanted something that would last a long time."

Financed by a substantial bank loan and much ambition, Earle opened a cupcake-inspired store on Boston's high-end retail haven, Newbury Street. He earned 30 percent of his rent on the opening day, Inc. reported.

At seven years old, the musician's casual startup earned $3.8 million in 2008.

To recreate this kind of success, small businesses are encouraged to build a powerful brand and generate buzz, the magazine advised.

Startup dreamers like Earle should not let the economy hold them down - a recent study by the Ewing Marion Kauffman Foundation found that some of the most successful startup companies were founded during a recession or bear market.