Charmed by Lily
On a Sunday morning in Austin, the Guad Vintage Market bustles with the energy of college students and locals exploring handmade crafts and secondhand clothing. In one corner of the market, beneath a vibrant canopy, Lily Sanchez stands at her booth, carefully arranging her handmade charm bracelets and sustainable jewelry. Her small business, known as lilycatherine.shop on Instagram, has been gaining attention, especially among those looking for more than just an accessory.
Sanchez has built her brand around two central ideas - mental health and sustainability. Her creations are a reflection of her passions, and they offer her customers a chance to own something that feels personal and thoughtful.
“There are thousands of apparel brands out there, but I believe it’s important to put health first both environmental and mental health,” Sanchez said.
It’s not just the beautiful, handcrafted jewelry that draws customers in; it’s Sanchez’s story and purpose behind her brand that resonates with many. Claire Daugherty found herself making her way to the booth that morning after spotting one of Sanchez’s charm bracelets on a friend.
“I first saw the charm bracelets when I was at my Public Relations Student Society of America meeting and one of my friends was wearing one,” Daugherty said. “I was like, ‘That is so cute!’ She told me, ‘Oh yeah, it’s personalized with things I like,’ and started showing me each charm. I knew right then I had to check it out.”
What started as a casual interest soon became a deeper connection for Daugherty. A strong advocate of sustainability, Daugherty was searching for something beyond fast fashion - something unique, long-lasting and environmentally conscious.
“I’ve been trying to buy clothes and jewelry that will really last and are good for the environment,” Daugherty said. “Lily’s jewelry is not only handmade but also sustainable. That’s huge for me. I love that it’s not just mass-produced - it’s personal and it feels good to support someone who cares about the same things I do.”
This focus on sustainability is a cornerstone of Sanchez’s business, merging her creative passions with her values. She reduces plastic waste by using minimal packaging and repurposes vintage or secondhand charms and beads, giving them new life in her designs. This approach helps minimize waste and reduces the need for new materials.
However, running a business based on creativity isn’t without its challenges. For Sanchez, balancing her artistry with the day-to-day stresses of entrepreneurship has required careful attention and, at times, stepping away to avoid burnout.
“My business is heavily based on my own creativity, whether it’s designing clothes or coming up with new marketing strategies,” Sanchez said. “Over the years, I’ve had to learn to separate my work from my creativity to avoid burnout. I’ve developed hobbies, like doing nails and nail art, to let my creativity flow without the pressure of running a business.”
This balance is evident in the way Sanchez interacts with her customers. Each charm bracelet she creates tells a story - one that’s often personalized to the individual wearing it. For Daugherty, that’s what makes Lily business stand out.
“Each charm I have means something to me,” Daugherty said. “It’s not just a bracelet; it’s a piece of who I am.”
Daughtery’s bracelet features a variety of colors and contains a poker chip charm. She selected it because of her dad and the family poker nights he hosts with their closest friends. For Claire, it’s a small but meaningful way to carry a reminder of him and those cherished evenings.
Beyond the aesthetic appeal, Lily’s business model reflects her dedication to mental and environmental well-being. She’s been working to further merge her art with her products, stamping and designing new pieces that not only resonate with her customers but also reflect her growth as an artist and entrepreneur.
“I’ve really been leaning more into my creative side and merging my art with my products,” Sanchez said. “It’s so rewarding when someone purchases a piece of my art and wears it. It feels personal to them, and that’s why I started this business in the first place.”
As Claire browsed the charms at Lily’s booth, she reflected on the importance of supporting small, local businesses like Sanchez’s.
“When you buy from a small business, you’re really supporting a person. I got to have a conversation with Sanchez and she gave me advice on which charms to pick.
That kind of personal connection makes a huge difference,” Daugherty said
For Sanchez, building that connection with her customers is what keeps her creativity alive. She finds inspiration not just in her own artistic process but in the feedback and relationships she builds with the people who buy her jewelry.
“I believe in constant education, whether it’s learning a new trade, excelling in classes or just listening to podcasts and reading books,” Sanchez said. “Growing my mind and skill set is important to me and it helps me expand my business mindset.”
In the past year, Sanchez has seen significant growth, both personally and professionally. She said moving to San Marcos for college four months ago has provided her with the time and space to reflect on her goals and future direction.
“It’s been a big change, business-wise, but it’s been mostly positive,” she said. “I’ve never had so much time to figure out where I want to go and how I’m going to get there.”
As she continues to balance school, business and creativity, Lily remains focused on her core values- sustainability, mental health and personal expression. Her customers, like Daugherty, are a testament to the success of that approach.
For Sanchez, the business has also been a team effort. One of her loyal employees, who has worked with her for four years, said she admires Sanchez's relentless work ethic and dedication to the business, describing how that drive has fueled the company’s steady growth.
“I’ve seen Sanchez’s vision evolve from a small idea into something really special,” Morgan Lenamond said. “It’s inspiring to watch how she’s stayed true to her values while growing the business. She cares just as much about her customers and team as she does about the jewelry she creates.”
Morgan’s testimony reflects the care and passion Lily pours into her business, not just as an owner but as a leader who values the relationships she builds within her team.
As Lily Sanchez continues to create, grow and inspire, her vision remains clear: every piece she makes is more than just jewelry - it’s a reflection of her values, her passion and the stories of those who wear her work.
"When someone walks away with one of my pieces, they’re taking a part of my story with them,” Sanchez said. “I hope it inspires them to share their own."
This article was written for my Feature Writing Assignment for my J310F Reporting Words Class.
