Meet Dawn Ledeboer | Artist / Owner of On the Edge Outdoor Apparel Company

We had the good fortune of connecting with Dawn Ledeboer and we’ve shared our conversation below.

Hi Dawn, can you walk us through the thought-process of starting your business?
I have always had a strong entrepreneurial spirit. As a kid, I remember setting up a made-up store in the basement, babysitting and doing odd jobs for neighbors. In high school and into college, I sold artwork and did freelance work. After my junior year of college, I decided to turn my hobby into a business.

The outdoors have been a major inspiration for much of the art that I create, so I decided to make that the foundation for my business. I decided to specialize in apparel and accessories, along with the fine art I had been creating for years. My brand is centered around hunting, but also includes products inspired by the Midwest landscape, hiking, fishing and nature in general. Outdoor recreation has provided me with so many valuable experiences and fond memories. My goal was– and still is– to share that passion with others and encourage them to get out into nature.

In the spring of 2021, I began posting designs on social media and slowly started to sell stickers and shirts. After a few months of success and some amazing support from friends and family, I decided it was time to make things official by starting an LLC and creating a website. I remember struggling for weeks trying to come up with a name for my business. I decided to go with “On the Edge”. The quote that inspired this name was something my sister and I always used to say: “if you’re not living on the edge, you’re taking up too much room.” It seemed to fit with the outdoors theme and serves as a reminder to take chances.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
Being a full-time college student and working a part-time job while running a business can be challenging. Although I am limited on time and money to devote to my business, I am reminded that good things take time. In a world where instant gratification is glorified, it is easy to be discouraged when you don’t see progress immediately. This venture has taught me a lot about patience and consistency. The gratification of success is much more rewarding when you work hard to achieve it.

There are other outdoor apparel businesses that target a similar audience as I do. Because it is a competitive market, I try to be original in as many aspects as possible. My goal is to provide authentic products and designs that I can stand behind. I design all of my products by myself and hand-make almost everything, as well. There are some things that I have to outsource but I go to other small businesses for help with these things, when possible.

Personal connections are extremely valuable to me. Having such strong involvement in my products and designs is a way for me to express myself and show others what I’m all about. My hope is that my customers and followers get the sense that they know me. Over the course of my business, I have realized how big of an impact personal connections have on success. People want to know WHAT you do, but more importantly, they want to know WHY you do it.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
There are a lot of things to do in Manhattan and activities/events vary depending on the time of the year. Let’s say it is a warm weekend in March. An ideal weekend would include a visit to a few of my favorite restaurants: the Chef, Taco Lucha and the HiLo. It would also include a concert at the Hat and a visit to Aggieville. There are a lot of great “outdoorsy” things to do as well. Ideally, we would spend a day kayaking and fishing and then find a cool spot to camp for the night. It would also be fun to go for a hike, or two. My personal favorite hiking spots are the Konza prairie, Linear trail, and Prairie Loop.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
It seems that all the success I have encountered can be largely credited to the strong support system that surrounds me. From followers who share and interact with my content, to mentors who provide me with valuable insights and advice, and friends and family, who help me from day-to-day to turn my dreams into a reality.

I was hesitant to start a business, but my friends and family urged to follow my passions. I had been selling art for about four years; I loved connecting with others through my art, but I didn’t think I could ever make a living from it. I remember talking about this dilemma with a family friend. His insight really stuck with me. He said, “Don’t be so scared to go after what you want. You can be successful at anything, if you devote yourself to it. The only thing holding you back from your goals is yourself.”

Website: ontheedgeoutdoorsco.com

Instagram: instagram.com/ontheedgeoutdoorsco

Facebook: https://www.facebook.com/ontheedgeoutdoorsco/