As an entrepreneur, Dionna Dorsey is more than a little familiar with riding out a rough patch of slower sales.

But as it has done with many areas of the economy, the coronavirus pandemic took a significant toll on her business, Dionna Dorsey Design, which offers creative direction, graphic design, and brand strategy.

So Dorsey went into action mode, in what she calls her “pandemic pivot,” and shifted much of her time and attention to her side hustle, a fashion company called District of Clothing she started four years ago during another lull in her main design work:

“My prime client went on a spending freeze and I was like, now what the heck do I do?

There were tactical things, such as streamlining fulfillment and maximizing social marketing, that Dorsey did to boost sales.

Dorsey also shares the following tips for how show achieved her remarkable increase in sales:

Master your messaging

“I put the Common Purpose collection first on the website with some marketing language, letting folks know that the only way we’ll get through is together, and that your purchase will support COVID-19 relief.