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Moorhead native turns quest for perfect headband into $2 million business

Friends and acquaintances so liked Leah Kay Krabbenhoft's headbands that they asked if she could make some for them. She gave the first ones away for free, but as the requests increased, she realized she could parlay her hobby into a side hustle. Today, Krabbenhoft's Soulvation Society brand has blossomed into a 100% self-funded, woman-owned and operated brand with over $2 million in sales and zero debt.

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Leah Kay Krabbenhoft sits with her mom’s sewing machine, which she used to create her very first headbands in this April 1, 2021, photo. Krabbenhoft now owns Soulvation Society, a $2 million business selling comfortable and fashionable headbands. Alyssa Goelzer / The Forum
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MOORHEAD, Minn. — Leah Kay Krabbenhoft never really envisioned herself as an entrepreneur, the head of a trend-forward fashion business or a mentor to aspiring entrepreneurs.

But somehow, at not quite 30, she's become all three.

Krabbenhoft, a 2009 Moorhead High graduate, actually started out on a completely different path: She was studying to become a food scientist and professor at North Dakota State University.

But she had a small problem: She couldn't find a comfortable, good-looking headband to keep her hair out of her eyes while she pursued a demanding course of classes, labs and studying.

Finally, she decided to make her own headband, so she lugged mom Yvonne's old Kenmore sewing machine out of storage and made a trip to a local fabric store.

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After some experimentation, Krabbenhoft stitched up a headband that checked all the boxes. It was comfortable, it stayed put and it was fashion-forward with a jaunty knot on top.

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Leah Kay Krabbenhoft’s first headband is seen next to a photo of her as a child wearing it on Thursday, April 1, 2021, at the Hotel Donaldson in Fargo. Krabbenhoft now owns a successful headband business called Soulvation Society. Alyssa Goelzer / The Forum

Friends and acquaintances so liked Krabbenhoft's headbands that they asked if she could make some for them. She gave the first ones away, but as the requests increased, she realized she could parlay her hobby into a side hustle.

That was five years ago. Today, Krabbenhoft's Soulvation Society brand has blossomed into a 100% self-funded, woman-owned brand with over $2 million in sales and zero debt.

And Krabbenhoft may be one of the few fashion mavens out there who could also give a dissertation on carbohydrate chemistry.

"Food science was a great field to be in," she says. "I had a great professor, it was a great program and I loved it. But I just had an itch just to make a brand, or just to make something for myself."

She certainly succeeded. Articles on Soulvation's story and products have been featured in Forbes , Cosmopolitan, NBC, CBS, t he Chicago Weekly and Oxygen magazine . Her product is sold through retail sites like FreePeople , which reflects her boho-chic vibe.

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And her product has received thousands of glowing Instagram mentions ranging from millennial social-media influencers to nurses who rave about the headbands ultra-soft feel.

In fact, Soulvation Society's website champions itself as the "Home of the butter-soft headbands.”

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Leah Kay Krabbenhoft, the owner of Soulvation Society, shows off her tattoo that matches the brand’s logo on Thursday, April 1, 2021, at the Hotel Donaldson in Fargo. Krabbenhoft says that “the arrows signify following your own path, and to keep moving forward regardless of what life throws in your way.” Alyssa Goelzer / The Forum

The Denver-based company has expanded its product line to scrunchies, bandanas, turbands (a turban-headband hybrid) and their bestselling hair-ties, which double as boho-style bracelets (that's another Krabbenhoft innovation.)

The last year's success hit so suddenly that Krabbenhoft admits it hasn't fully registered yet. "It doesn't feel like it, even to this day," she says. "It still feels like I'm at home, sewing headbands, trying to make it work."

Krabbenhoft settled in the Mile-High City because her best friend from high school, Ashley Stalboerger, had already moved there, it had a centralized location and she loved the area's beauty and four-season weather.

Not that she had a lot of time to enjoy it. She worked out of her own apartment, diligently sewing headbands, mailing out orders, and reinvesting profits into the business to help it grow.

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And then .... COVID. Krabbenhoft was in the midst of looking for new manufacturers and a better fabric when the world seemed to screech to a halt. The supply chain dried up, as did her inventory. "We were actually out of inventory four months because of the pandemic," she says. "We had hardly any sales."

Amid all this, Krabbenhoft found the fabric that changed everything: a kitten-soft bamboo-spandex. When these "butter-soft" pieces hit the website, customers clamored for them. People eagerly snatched up the headbands, retailing at $15.20 per headband or $54.20 for a five-pack. Sales skyrocketed from $120,000 in 2019 to last year's $2 million mark.

Even at this point, Krabbenhoft remained a one-person operation.

"I was hand-sewing everything," she says. "My entire room was all fabric and a sewing machine and my bed. That was it."

Krabbenhoft quickly realized she needed help — even if it meant giving up some control. "I was such a perfectionist," she says. "The sewing had to be perfect, the shipping had to be perfect. So slowly transitioning and hiring help was scary because it was my brand. I wanted to do it how I wanted it. But then I was like, 'If I want to grow this, I need help.'"

Today, Krabbenhoft's Soulvation Society employs eight people, has moved manufacturing to China and includes a 3,000-square-foot warehouse for inventory.

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Leah Kay Krabbenhoft, owner of Soulvation Society, stands with a photo of herself as a child in her first headband while she models one of her own Soulvation-brand headbands on Thursday, April 1, 2021 at the Hotel Donaldson in Fargo. Alyssa Goelzer / The Forum

One gets the feeling that Krabbenhoft is just getting started. Bolstered by her recent success and the energy of youth, she is also designing a line of boutique clothing, patterned after her trademark boho aesthetic. In fact, she wears one item from the clothing line during her interview: a relaxed, button-down, white-and-black windowpane-plaid shirt in a soft, cozy fabric.

"Still to this day, I hate wearing high heels," she says. "If it's uncomfortable, I don't want to wear it. The clothing line is very similar: very comfortable, but you still look very cute."

She's also ready to contribute to her community, and plans to donate headbands to the nurses at Sanford Health.

Krabbenhoft's generosity extends to a willingness to share what she's learned. She is developing an e-commerce course, which will demonstrate how to build a successful start-up, including insight on how to "snowball" growth to minimize debt.

"In a very weird way, I guess I still did become a professor," she says, smiling.

Find Krabbenhoft's products at www.soulvationsociety.com .

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Soulvation headbands appear to appeal to a wide range of women. / Special to The Forum.

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Soulvation headbands appear to appeal to a wide range of women. / Special to The Forum.

Tammy has been a storyteller most of her life. Before she learned the alphabet, she told stories by drawing pictures and then dictated the narrative to her ever-patient mother. A graduate of North Dakota State University, she has worked as a Dickinson, N.D., bureau reporter, a Bismarck Tribune feature writer/columnist, a Forum feature reporter, columnist and editor, a writer in NDSU's Publications Services, a marketing/social media specialist, an education associate in public broadcasting and a communications specialist at a nonprofit.
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