Niyama Design Studio: A Family That Stick(ers) Together
“When I was younger, my late sister used to tell me that my one-liner quips were so good I should start a bumper sticker store.”
Jenn Nidoy didn’t know it at the time, but her sister had foretold her future. Niyama Design Studio was founded in 2020, and the stickers they produce have found their way onto water bottles, cell phone cases, and yes — cars.
When the pandemic first began to impact the U.S., the Nidoy family created a face mask business, but eventually decided they needed a shift, though they weren’t sure what to do. At the same time, the 2020 presidential election race was at its height, and in a surprising twist, the vice presidential debate held the answer the Nidoys were looking for.
“Vice President Kamala Harris’ is the face that launched a million stickers,” Jenn said.
A social media post of a sticker Jenn created of Kamala Harris saying “I’m speaking” garnered attention and orders began pouring in. The Nidoy family had found their new business. Using her stimulus check, Jenn Nidoy bought reams of premium paper, printers, and cutters and launched Niyama Design Studio.
By the time the business attended their first pop-up event, Niyama had 70 designs available. People flocked to the sticker booth, drawn in by creative and high-quality designs as well as the warm and diverse personalities of each member of the family. The success and fun which Niyama found at this event followed them to the NeighborGood Market in Elk Grove and onto The Creative Space’s vendor list.
Niyama’s stickers achieved such popularity, that at times, lines have trailed out of their booth. In 2020 and 2021, the business set up shop at 100 events. In 2022, they were at 200.
“I couldn’t believe how many people wanted to buy our stickers,” Jenn said. “I used to think they were only for children, but now I see everyone has an inner child that can’t refuse stickers.”
The enthusiasm for stickers is not exclusive to Niyama’s customer base but is also the “secret sauce” which brought Jenn’s family together. Without being asked, all her children eagerly helped out with the business. The bond the family shares even lent inspiration to Niyama’s name, which is a combination of the family’s last name, Nidoy, and the word “mama,” a title which Jenn proudly holds.
Close family ties and support allow Niyama to shoulder the demands of a small business. Sticker production is time-consuming, with a single sheet taking up to one week to create, even with the specialized procedures Jenn has developed. Jenn and her eldest son both work full time for Niyama, frequently putting in 10-17 hours of work per day to meet weekly product demand.
As the business continues to expand, Jenn plans to purchase bigger equipment so they can meet higher demand with the same quality customers have come to expect. New equipment also means the business can attend larger events and begin producing labels and branded vinyl stickers for other local vendors.
Although running Niyama takes a lot of work, Jenn considers the happiness of customers well worth the effort.
“My favorite part of Niyama is seeing kids at my regular markets running toward my booth with their allowance money in Ziploc bags to buy stickers not only for themselves, but also as gifts for their family and friends,” Jenn said. “Many parents tell me our stickers are their kids’ first lessons in earning, saving, and spending money.”
Family isn’t the only important bond for Niyama Design Studio. The bond between the business and customers and the memories created are just as precious.
Here’s how you can find Niyama at a local event:
Website: niyamadesignstudio.com/
Instagram: @niyama_design_studio
Facebook: Niyama Design Studio
Read more stories about AAPI-owned small businesses in Sacramento:
Local Champions of Custom Apparel
I Love Teriyaki – Who Doesn’t?
Browse the 2022 AAPI-Owned Holiday Gift Guide
Written by: Sarah Ansari