Keep Growing: How Kyn You Believe It Turned Viral Moments and Big Dreams into a Thriving Business

When Kyndra Bailey of Kyn You Believe It opened her Etsy shop in March of 2019, she had one goal: make people feel warm and fuzzy inside. That was it. No grand business plan, no fulfillment strategy. Just a college senior with a love of hand lettering, a newly listed shop, and a belief that art could do something good in the world.

Today, Kyn You Believe It has shipped more than 22,700 packages in a single year. Its products—bright, illustrated, deeply personal art centered on mental health and encouragement—have found their way onto the walls and desks of people who describe them as life-changing. One customer told Bailey that Kyn You Believe It was the missing part of their prescription.

Making sure those people actually receive their orders—on time, correctly, and in a way that feels like the brand—is where ShipStation comes in.

A brand built one order at a time

Kyn You Believe It started the way a lot of small creative businesses do: imperfectly and with a lot of heart. In the beginning, Bailey was figuring it out as she went—hand-lettering products, photographing them herself, shipping them from wherever she had space. In her first year of business, she shipped roughly 150 to 200 packages total.

The brand evolved quickly. What began as a hand lettering project grew into an illustration-forward line with a clear focus on mental health themes and encouragement. When Bailey released her first mental health collection in 2021, the response stopped her in her tracks.

“That was the first time I heard people saying, ‘this is so me,'” she said. “This resonates with me so much.”

The following year, she released her mental health journal—something she had spent weekends perfecting in a coffee shop. It sold 100 copies its first weekend. The brand had found its audience, and that audience was growing fast. As a creative entrepreneur selling across Shopify, Etsy, TikTok Shop, and Faire, Bailey needed more than passion and a good product. She needed a fulfillment operation that could keep up.

Going viral—and realizing she needed a better system

Late 2020. A Taylor Swift–adjacent shirt. A TikTok video. Three to four hundred orders flooding in almost overnight.

Bailey had posted the video and watched orders come in at a rate unlike anything she’d seen before—several a minute, refreshing constantly. The excitement was immediate. The reality of fulfillment hit the next morning.

“Once the reality set in, it’s like—oh, we actually have to ship these,” she said. “And it was right before Christmas and the USPS deadline, and people were buying them as gifts.”

She screen-printed the shirts herself, enlisted her mom and brother to help, and operated on what she described as the biggest blur of her life. She slept for 14 hours when it was over. That experience made one thing clear: if TikTok was going to be part of her growth strategy, she needed shipping software that could actually handle what TikTok throws at a small business.

She found ShipStation, and she’s never looked back.

When TikTok comes calling

“Of all the channels, we benefit from the TikTok/ShipStation integration the most, simply because of the way TikTok orders can surge,” she said. “It’s literally like 100 orders in an hour. Unless you’ve had it happen to you, you really don’t even realize just how wild it would be.”

During peak season, Kyn You Believe It ships 150 to 200 orders a day—sometimes more when a video takes off. ShipStation’s order filtering lets the team divide and conquer: filter by product type, assign one person to ice cream sleeve orders, another to coloring books, and tackle mixed orders the following day. Without that kind of systematic control, viral moments would be a liability instead of an opportunity.

Getting every order right

Scaling from 200 packages a year to 22,700 doesn’t just mean shipping faster. It means shipping accurately—at volume, under pressure, without the margin for error that a tiny operation might absorb.

Early on, Bailey’s error rate was a regular source of headaches. Wrong items went out. Missing pieces landed in packages. Customers were understanding, but the process wasn’t sustainable. That changed when ShipStation’s scan-to-verify feature became a core part of Kyn You Believe It’s fulfillment process.

The moment that made it essential: her coloring books went viral on TikTok, and she’d recently added a left-handed version. The problem was that the two versions were visually identical except for the binding location—and her team wasn’t always catching the difference.

“We connected the iPads to ShipStation, and now we just scan the packing slip, scan the product, and it beeps at us if it’s the wrong thing—or turns green if it’s right,” Bailey said.

The result was an error rate that went from a weekly occurrence to essentially zero. Now, every time a product surges on TikTok, Bailey prints barcodes for each design variant and places them at the corresponding bin so every item can be verified before it leaves the warehouse.

Data that drives the business

As the operation has matured, Bailey has leaned deeper into ShipStation Intelligence. Not just for shipping visibility—but for business decisions she didn’t know she’d be making when she opened her Etsy shop.

Every year, she publishes a “Kyn You Believe It Wrapped” post for her community, pulling annual shipping data to share the year’s milestones. ShipStation makes that a simple exercise rather than a reporting project.

But the analytics use case that surprised her most was the subscription box. When Kyn You Believe It launched a new subscription offering, Bailey wanted to include free shipping—and she needed to know exactly what that commitment would cost.

She’s also used the data to make harder calls—deciding which products to continue offering and which to discontinue based on what the numbers actually showed, rather than what she hoped they’d show. For a founder who wore every hat in the early days, that kind of clarity is its own kind of freedom.

Home base for a brand sold everywhere

Kyn You Believe It now sells across four channels—Shopify, Etsy, TikTok Shop, and Faire for wholesale. The brand is, as Bailey put it, scattered online. Operationally, it doesn’t feel that way.

ShipStation absorbs that complexity so Bailey’s team doesn’t have to.

Keep growing

Kyn You Believe It’s motto—”keep going, keep growing”—is printed on a sticker. It’s also, genuinely, the story of how the brand has built itself: slowly at first, then with occasional viral bursts that demanded everything Bailey had, then more steadily as the right tools fell into place.

Today, Bailey gets to focus on the creative side—designing, illustrating, building collections, and connecting with the community that has grown around the brand. 

From 150 packages in her first year to 22,700 in 2025, Kyn You Believe It has built something that makes people feel seen—and seen to their door.

Your next viral moment could be one post away. When it hits, ShipStation makes sure your shipping operation is ready—so you can keep going, and keep growing. Start shipping with ShipStation today.