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‘This is the Tabitha Effect’: A Black Business Was Saved After Tabitha Brown Featured It on YouTube Show. Sales Shot Up from $200 a Week to $23,000

Tabitha Brown and her husband, Chance Brown, might have saved a struggling Black-owned clothing business by simply wearing its sweater on the set of the Brown’s YouTube series “Fridays with Tab and Chance.”

Brand Avenue, established in 2014, is a marriage lifestyle apparel brand that was created in 2014 by co-founders and married couple Marc and Ima Carnelus.

LOS ANGELES, CALIFORNIA – FEBRUARY 04: Tabitha Brown attends the 54th NAACP Image Awards nominees’ luncheon at the Fairmont Century Plaza on February 04, 2023 in Los Angeles, California. (Photo by David Livingston/WireImage)

Business had not been good prior to its mention on the Brown show. In fact, Brand Avenue only made $200 from March 3 to March 9.  

The End Was Near

“We even considered shutting the business down altogether,” Marc said in an Instagram post. “This is our main source of income and it’s been super tough.”

Brand Avenue’s official website shows the couple sells more than shirts; the company sells handbags and jackets as well.

Their luck would soon get better. On a March episode of their weekly “Fridays with Tab and Chance” YouTube series, entitled “The Supernatural,” the Browns, who often wear matching shirts from various Black-owned businesses, put a spotlight on Brand Avenue. Each donned a shirt from the brand. Chance’s said “I’m In Love With Her.” Tabitha’s smiley said “Her.”

The Brand Avenue shirt made for couples costs between $50 and $60.

Brand Avenue saw a massive uptick in clothing orders.

This free advertising has nearly increased sales of Brand Avenue from $200 weekly to more than $23,000 in one week.

“We have been praying in the midst of all that for a breakthrough, for a sign to keep going, a miracle. We’ve had people really rallying around us, supporting us, praying for us, helping us financially because we still got bills to pay. And God answered our prayers,” Ima said. 

As of now, the video has garnered more than 123,000 views.

“This is the Tabitha effect,” Marc emphasized.

In response to the couple’s amazement, Tabitha wrote, “Support this amazing small business. We love our shirts, honey!! Thank you!!”

The Economics of a Small Clothing Business

The cost of running a clothing business can vary greatly depending on the size and type of business. 

According to Intrepid Sourcing, some of the key expenses one may consider when calculating the cost of starting and running a clothing business comes down to production costs, manufacturing costs, marketing and advertising costs, rent and utilities, employee salaries, inventory costs, and legal and accounting fees.

Brand Tabitha

Tabitha, whose net worth is estimated to be around $3 million, grew her popularity via social media. She has nearly 5 million followers on TikTok, plus over 4 million followers on Instagram. The actress and vegan food influencer spun her special media success into a brand deal with Target, which includes food, apparel, and home decor

She is also known for her roles in television shows and movies such as “All Between Us,” “The Misadventures of Awkward Black Girl,” and “I Am My Own Mother.” In addition to her acting career, she has written a book titled “Feeding the Soul: Because It’s My Business.” She also has a popular children’s YouTube show called “Tab Time”

Tabitha and Chance’s YouTube show almost has 1 million subscribers.

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