Tonya Fan (Mgmt, Mktg’28)
Underneath Tonya Fan’s gentle demeanor lies the inner workings of a sharp businesswoman. Her first venture was a lemonade stand she ran as a child.
“Everyone had lemonade stands,” she reflected. So, she deliberately undercut her competitors’ prices. It didn’t go unnoticed. “The management of the food truck area where I sold came down and said, ‘You can’t be here selling without a license.'
“That’s when I knew I really wanted to start a business and a brand.”
Finding her direction
At 14, Fan launched her first enterprise: a sticker shop on Etsy. When potential legal issues surfaced, she closed shop but did what any entrepreneurial spirit would do: She started looking for her next opportunity, using the proceeds to fund her next business.
“High school is when I first started getting the idea about starting a fashion brand. I was just day and night on my laptop and phone, trying to get ideas and to design stuff. I lost my way and started not focusing on the things I really loved, like my family, music …”
Then one day, she glanced over at the family dog, Okyo. “He was pretty old, and I started feeling guilty. That’s when it clicked.”
She launched in 2024, centered on being present and not leaving dreams unexplored. “It’s about reminding people to stop waiting for the perfect time and instead start pursuing what matters to them now.”
Today, two California retailers and two online stores carry OKKYO’s hoodies, matching sweats and sweater, while Fan balances it all with college.
Entrepreneurship in her DNA
Part of Fan’s motivation is helping her retire. “A huge chunk of this journey is to help my parents.”
Though she began with design, she found the business side more compelling. That curiosity led her to Leeds to study entrepreneurship and business.
“Building OKKYO while studying at Leeds has been one of the most challenging and rewarding experiences of my college career. As an entrepreneur, I’ve learned so much.”
Learning through setbacks
Manufacturing mishaps could have derailed Fan’s progress. One retailer needed more hoodies in large, but a shipment from her manufacturer in China arrived entirely in the wrong size.
“The manufacturer tried to charge me for their mistake,” said Fan. A family member pushed her to stand firm: “You are letting them stomp all over you!” Fan agreed.
After three days of back and forth, the manufacturer took responsibility for the error—but a replacement order was entirely wrong again. “This was very close to Black Friday—the busiest time of year. I lost a lot of money from that.”
What Fan gained, though, were valuable lessons in negotiation, persistence and relationship building. She ultimately chose to continue with the manufacturer, but only after they took accountability for their errors and made improvements.
It's about reminding people to stop waiting for the perfect time and instead start pursuing what matters to them now.
CJ Riggins, program manager at the Deming Center, has also helped Fan with practical insights and advice, becoming an important resource.
“She’s amazing. I love her so much,” said Fan. Riggins has helped her strengthen her decision making, expanding perspectives on things like color trends and customer preferences.
Fan has also benefited from the BASE program, particularly being able to listen to industry professionals' real-world experiences. She met a mentor at a networking event who inspired her to improve her public speaking.
Outside the classroom, Fan serves on the executive board of the Fashion Case Club, which brings in industry speakers such as Coach, Patagonia, Ralph Lauren and North Face. “It’s an amazing club because instead of just design, it covers the business aspects of the fashion industry.”
Learning how to learn
In high school, Fan didn’t always feel academically confident. “I was good at getting Bs and As, but only after studying for hours and hours.” She always looked up to her older brother, a mechanical engineering student at Ҵýƽ—who grasps things “super fast.” He helped her reframe her mindset. “As I grew up, he showed me that people are different from each other. I have my strengths and he has his.”
Her first year of college was focused heavily on academics until a conversation with her grandmother helped her find balance. Her grandmother’s story of postponing travel until it was too late left a strong impression. “Even though academics are important, there are ways to balance my time between the things that I love to do, that I want to do, and with having good grades.”
Now a sophomore, Fan is committed to living OKKYO’s message. “I took my grandmother’s words, and I want to make the most of my life.”
If I want to do something, I'm going to put everything into it.
Looking ahead
Fan keeps OKKYO’s line intentionally small in favor of high quality, avoiding fast fashion. “I want people to get a hoodie and be able to wear it for years and not just throw it out in a couple of months.”
What fuels her most is hearing from customers. “I recently sent out a survey asking: What is something you’ve been putting off? So many people responded, some with paragraphs spilling their hearts out to me. I realized that I have built a community based on trust and confidence.”
She reminds people that the hardest part of pursuing your passions is taking that first step.
And she continually lives her message. This summer, Fan is traveling to Taiwan. The trip is about enjoying time with friends and exploring cultures. But it doesn't mean she has to put her business goals on the back burner. Even on vacation, she’ll be observing fashion trends and capturing ideas--something she does naturally because it's her passion.
That instinct—to be present and to keep learning—drives everything she does. From the start, she’s told herself, “If I want to do something, I’m going to put everything into it.”