Founder's Story – Ep. 279

No One Believed in Them So They Built a National Brand With Millions in Sales
Guest: Emily Scott, Co-Founder of Dance Happy Designs
Host: Daniel, IBH Media
Date: November 16, 2025

Episode Overview

This episode of “Founder’s Story” highlights Emily Scott, co-founder of Dance Happy Designs, an American-made accessories company with a unique mission: to prove the viability and excellence of disability-founded businesses. Co-founded with Julia, who has Down syndrome, Dance Happy Designs has faced skepticism, stigma, and questions about its scalability—yet they’ve gone on to forge major retail partnerships, build a profitable national brand, and inspire conversations around ability, inclusion, and authentic entrepreneurship. Emily shares candid lessons on leadership, battling bias, leveraging authentic connections, and embracing niche brand identity, offering a blueprint for founders facing unconventional or uphill journeys.

Key Discussion Points and Insights

1. The Evolution of Emily & Julia's Partnership

[02:03]

• Day-to-Day Collaboration:
  • Initially worked side-by-side, involving Julia in every step: design, screen-printing, social media, fulfilling orders.
  • Emily: “She took 100% ownership of very specific things... I learned a lot of patience and how to slow down. Most especially, just because something takes longer to do or the process looks a little different, it doesn’t make it bad or wrong.”
• Impact of Health Challenges:
  • Julia diagnosed with leukemia pre-pandemic, limiting her daily involvement, but still staying as engaged as possible due to the partnership’s importance to both.
• Leadership Lessons:
  • “Leadership isn’t really about hierarchy. It’s more about creating the space where everyone can contribute their strengths. Julia really leads through her personality and the pride in the work that she has.” — Emily Scott ([03:45])
  • Focused on empowering Julia with independence by breaking tasks into steps, celebrating small wins, and adapting processes for growth and inclusivity.
• Challenging Assumptions:
  • “It really shifts their perceptions of what’s possible for people with disabilities... It’s not a charity. We are co-building something together, something meaningful that contributes to the economy, creates jobs, and changes how people see ability.” ([04:53])

2. Overcoming Stigma and Proving Viability

[06:08]

• Stigma Around Disability and Product Quality:
  • Encountered at every market: “At least one person... would say something like, ‘Oh, these are pretty, but how’s the quality?’ Often within earshot of Julia.”
  • Emily: “Why was that the very first thing that came to their minds when they saw our products? ...If they had taken the two seconds to pick up a bag... they would have found is that we use a really high quality canvas. It’s really heavyweight, super durable.”
• Setting the Bar Higher:
  • Felt the need for “even stricter quality control... simply because of our founding team.”
• Viability Skepticism from Investors:
  • “There just seems to be some sort of skepticism around whether or not we’re a real company, if we’re scalable, rather than just a feel good project.”
  • Dance Happy’s response: Profitable for 5 years, strong retail partnerships, healthy margins, proven scalability.
• Message for Founders:
  • “If our founding team looked a little more traditional, a company with our track record might not get as much pushback as we currently get on this.” — Emily Scott ([09:18])

3. Motivation: From Stigma to Fuel

[11:44]

• Internal Drive:
  • “I feel that fire every day... I don’t like being told I can’t do something... I’m like, watch me and watch her.”
  • Acknowledges that Dance Happy Designs is “very unusual... but no one’s really doing what we’re doing to this level.”
• Proving Possibility:
  • Determined to break ceilings: “I want to be the first to hit eight figures, nine figures, whatever, as a Down syndrome co-founder brand. I want to be doing so much good in the world. I genuinely believe that companies can do good and make a lot of money in the process. I don’t think it’s either/or.” ([14:29])
  • Accountability for impact: thoughtful about supply chain, ink, sourcing—mindful business is part of the brand’s mission.

4. Breaking Big Retail Barriers

[16:13]

• Mass Retail Wins:
  • First Down syndrome co-founder brand at Nordstrom, presence at Target.com, and earlier at Aerie (sold out collaboration in 2 weeks)
  • “Our mass retail partnerships are not pity buys. Especially when you look at the lens of... multi-billion dollar corporation[s], they’re not just handing out six or seven-figure purchase orders to pat themselves on the back.”
• Advice for Founders Seeking Credibility:
  • “Visibility isn’t just shouting louder—it’s about standing for what you believe in... Customers respond well to authenticity and feeling like they’re part of something bigger than just themselves.”
  • The importance of niche: “We’ve never tried to be everything to everyone... Our products… are very bold and happy and cheerful and bright… [We] go for the people who love what you’re doing.” ([17:45])
• Embracing Difference as Superpower:
  • “The moment we really embraced what makes us so different is when all of the big doors started opening for us.”

5. The Power of Small Moments and Saying Yes

[20:32]

• Career-Changing Encounter:
  • Invited to speak at the Tory Burch Foundation Embrace Ambition event, March 2019, when the company was still small.
  • A brief post-talk conversation with a stranger (Ellen) led to an email from a top buyer at Aerie—setting up the pivotal retail relationship that changed their trajectory.
  • “That tiny 10-15 second moment started the wheels in motion for everything changing for us.”
• Advice:
  • “If it makes any sort of sense to say yes to something, just do it... You never know who’s going to be in the room... or who could be that one person who would literally change everything for you.” ([21:45])

Notable Quotes & Memorable Moments

• On Collaboration & Leadership:
  “Just because something takes longer to do or the process looks a little different, it doesn’t make it bad or wrong.” — Emily Scott ([02:56])

• On Stigma in the Market:
  “They would say these things to us without even picking up a bag… If our founding team looked a little more traditional, a company with our track record might not get as much pushback as we do.” — Emily Scott ([07:03])

• On Investors’ Skepticism:
  “There just seems to be some sort of skepticism around whether or not we’re a real company, if we’re scalable, rather than just a feel good project.” — Emily Scott ([08:42])

• On Motivation:
  “I don’t like being told I can’t do something… Like in the sense of, ‘Ah, you’ll never be able to make it.’ I’m like, watch me and watch her.” — Emily Scott ([11:55])

• On Authenticity & Niche:
  “I think there’s a big power in being niche. We’ve never tried to be everything to everyone... our clarity has also helped retailers know where we fit in...” — Emily Scott ([17:45])

• The Aerie Breakthrough Story:
  “So that small moment, that tiny 10-15 second moment started the wheels in motion for everything changing for us.” — Emily Scott ([20:59])

• On the Importance of Saying Yes:
  “You never know who’s going to be in the room with you… say yes and figure out the details later.” — Emily Scott ([21:54])

Important Timestamps

• [02:03] How partnership with Julia evolved and insights on inclusive leadership
• [06:08] On market stigma and overcoming doubts about product quality and business viability
• [11:44] Internal fire and using doubt as motivation for success
• [14:55] Dance Happy’s production model, mission, and impact goals
• [16:53] Major retail partnerships and advice for founders seeking credibility
• [20:32] The power of small moments—Aerie opportunity via Tory Burch Foundation event
• [21:45] Key advice: “Say yes” and the lasting impact of being present and ready for opportunity

Closing Notes & How to Connect

• Dance Happy Designs: dancehappydesigns.com
• Instagram: @dancehappydesigns
• Contact: emily@dancehappydesigns.com

Emily closes with gratitude and optimism: “When [Julia]’s feeling better, I’m sure there’ll be... videos of behind the scenes, us getting work done in the office and Julia busting a move.” ([24:36])

This episode is a stirring lesson in turning perceived barriers into unmatched brand advantage—led by stubborn optimism, attentiveness to authenticity, and the courage to keep “dancing happy” even when others doubt.