Diamond Dyer

Diamond Dyer, co-owner of The Para Girls, shares insights on building a trendy sorority merchandise brand while juggling a full-time job at a Fortune 100 tech company. She discusses the journey from side hustle to successful business, highlighting the role of branding and strategic limited-edition releases. The conversation dives into authentic marketing on social media, overcoming pandemic-related challenges, and the importance of community engagement. Diamond also reflects on the emotional connection with their products and the lessons learned in scaling their operations.