"The riches are in the niches." Big Printing's Dawaud Muhammad explains how his shop has used Instagram to build a following 158,000+ strong. What started as Big Pimpin' Turf Clothes in the early 1990s has become a launching pad for thousands of entrepreneurs – even if it's not for everyone. "Whoever does find us and is into what we do...they’re going to love it."
Big prints, bold apparel, bright colors and truly impressive marketing have made Big Printing into a force in Oakland. Through "the power of the purchase order," Dawaud has led Big Printing through astronomical growth in 2020. Timing was everything – they had just set up their new website when the pandemic struck in March.
This wide-ranging interview covers everything from Instagram marketing for your print shop to how to price your products as a screen printer – and a passionate discussion of the challenges black entrepreneurs face.