Courtesy of Holden Bierman
When I was just 4 years old, I often had yard sales with random items from around the house. I’d price everything, set up a “store,” and try to convince people to spend their money. I loved the thrill of selling.
I never really fit the mold. Sports didn’t click, and video games bored me. I tried to keep up with what other kids were into, but I always felt like I was forcing it.
What excited me most was creating and building something real. I was drawn to adults who were doing interesting things: starting businesses, building brands, and making an impact.
While other kids were watching cartoons, I was sketching business ideas and imagining storefronts. I was wired to create, share, and sell.
That’s why it wasn’t surprising when I started a brand at 12 years old. I was already acting like a young entrepreneur. Now I just had a name and a mission behind me.
I launched Coastal Cool while in middle school with $500
During the COVID-19 lockdown, I was in middle school and stuck at home, needing an outlet.
That’s when I turned my passion for marketing and the beach lifestyle into Coastal Cool — a clothing brand I believed in from the start.
With $500 from my parents, YouTube tutorials, and a lot of self-teaching, I launched a Shopify site, got an LLC, designed products, and started selling beach-inspired tees and hoodies — all from my bedroom.
Most thought it was just a hobby. But I felt deeply connected to the brand. I believed it could be something more.
By 14, I hit burnout and nearly gave up
Two years in, I felt stuck. I still believed in Coastal Cool but wasn’t inspired by what I was selling anymore. It felt like I was just going through the motions.
I didn’t want to quit, but I knew something had to change.
That moment forced me to reflect: What’s my real mission? What do I want this brand to stand for? The answers changed everything.
I hit reset and gave Coastal Cool purpose. Instead of walking away, I pivoted. I shifted the brand’s focus to something bigger: sustainability.
I began offering eco-conscious swimwear and beachwear made from recycled plastic bottles.
We partnered with Tidey to make a difference with every purchase. In 2024 alone, we helped eliminate nearly 20,000 plastic bottles from the oceans.
That shift gave the brand a real identity and gave me new motivation. I even began speaking at schools and organizing community events to inspire other young entrepreneurs.
Today, I’m 17 — balancing high school and a global brand
Heading into my senior year of high school, Coastal Cool continues to grow. We ship worldwide, sponsor events, and collaborate with creators globally.
But while the business grows, I’m still managing it solo — balancing emails, meetings, and social media between classes and homework. My weekends are often spent creating content and planning next steps instead of hanging out like most teens.
Being a “teen CEO” sounds cool, but it’s not easy. People love the title, but they don’t see the sacrifice. I’ve missed school dances, football games, hangouts, trips, and a lot of sleep.
This takes discipline and courage. I’ve been ignored in meetings, underestimated because of my age, and forced to make adult decisions far earlier than most.
It’s isolating sometimes, like I live in a different world from most of my peers. But I’ve learned to stay focused on what matters: the mission, the message, and the dream.
I will continue to build into the future
I’ve sacrificed a lot for this journey. But what I’ve gained — purpose, direction, and confidence — is worth more than anything I gave up.
Coastal Cool began as a dream that most people didn’t understand. But I did. I never stopped believing in it.
I know I’m not a typical teenager. I’m building something different. And I’m just getting started.
The post I’m a 17-year-old founder and CEO. It can be hard to juggle high school and a successful business, but it’s worth it. appeared first on Business Insider.
