“The goal of this business wasn’t to make money; it was to donate it and make an impact in the world.”

— 11-year-old bookmark creator, Willow

Willow is an 11-year-old entrepreneur and philanthropist in grade 6. She is making her mark in  Toronto by creating original bookmarks with her biz, 101Bookmarks. She also happens to have dyslexia. Read her inspirational story about how she’s doing her part to change the world one bookmark at a time. 

All I will say is that we need more Willows! You can email her here to place an order and help change the world!

11 questions with an 11-year-old entrepreneur/philanthropist

RE:BOOKS: How old are you and what grade are you in? When exactly did the idea of creating custom bookmarks come to you? 

WILLOW: I was in the backyard doing art with my mom and sister during the first COVID lockdown in 2020. We were painting and writing on rocks. Then I started painting sheets of paper and decided to cut them into bookmark shapes. 

The idea of the bookmarks and the designs evolved over time. I’ve always loved making and selling things. When I was younger, I made bead bracelets and sold them to family so I could adopt an animal from the WWF. 

On TikTok, it is really popular to have a small business. Everyone was making and selling things.  Over the next few weeks, my idea grew. I really wanted a good name for my business and I liked the idea of having a number in it. This name just came to me, really. It’s pronounced one-oh-one bookmarks. So, my biz is called 101 BookMarks.

RE:BOOKS: How many bookmarks have you made so far? How long, approximately, does it take you to create one?

WILLOW: I have made more than 100, but I haven’t fully kept track. I don’t make them in one sitting, so I’m not sure exactly how long it takes — each one is different.

RE:BOOKS: What is your process? Can you take us through the steps when you start a new bookmark? Also, what supplies are needed, and where do you get them from?

WILLOW: To make the bookmarks, I paint papers with watercolour paints and let those dry. Then I cut them into bookmarks. Once someone makes an order and chooses a word they want on their bookmark, I do that part — writing and art — using a sharpie. Then, I make tassels, choose beads, and put the whole thing together. No two are ever the exact same. They’re all unique, just like how every person is unique.

For supplies, I use XL watercolour paper, watercolour paints, sharpies, beads, and embroidery thread. I have also ordered custom brand stickers from Vistaprint that I put on each bookmark. I buy the supplies from local art stores or Amazon (well, actually, my mom buys them for me).

RE:BOOKS: Where do you get your inspiration for your bookmarks? Do they just come to you in a dream? 

WILLOW: I spend a lot of time on Instagram and TikTok and love looking at what other people are making. My inspiration comes from me being a creative person. I love to paint and I love colour. When I know the person who I’m making the bookmark for, sometimes I base the design on what I know about them. Other times I just go with the flow.

RE:BOOKS: What is it about bookmarks that appeal to you? Did you see a niche for bookmarks?

First, I’m dyslexic, but I love books. My mom loves to read and my sister loves to read. But one thing no one can ever seem to find when they need one is a bookmark. My mom bought me these little magnetic bookmarks from a local small business the year before COVID. They were so cool, and I think I was inspired by that a little bit. Also, bookmarks are useful, and everyone needs one if you like to read. So, it’s an easy thing to sell and a great gift. I’ve even had a few teachers order full class sets that they gave out to every student on the first day of school.

RE:BOOKS: How have you learned to live with dyslexia?

WILLOW: Yes, I have dyslexia. I have always had trouble reading; it was really frustrating learning to read. I always felt that I was behind. Kids younger than me could read big novels, but I couldn’t. I still can’t. My parents read out loud to me — that’s how I’ve read some of my favourite books, like the Harry Potter series — and I read a lot of graphic novels to myself (they’re much easier for kids like me). I take tutoring twice a week, which has very much helped me, and my school has also been great with support. It’s really hard for my brain to read big novels with small font, but one thing I’m really good at reading is scripts. I can memorize lines really quickly. That’s one of the reasons why I love theatre so much.

RE:BOOKS: In your opinion, why do most avid readers love bookmarks?

WILLOW: Unless you’re my grade 5 teacher, who can read a book in one sitting, everyone needs something to hold their place when they stop reading. My mom used to use receipts. People at my school use wrappers or ripped-up pieces of paper. Don’t you want to see something beautiful and inspiring when you open your book? :)

RE:BOOKS: Do you use bookmarks yourself, and if so, can you describe your favourite ones?

WILLOW: My favourite bookmark that I use is my “Lake Life” one — inspired by a cottage we rented during COVID. A lot of my bookmarks have positive words and phrases on them like, “Be You” “Be Kind” “Love” and “Girl Power.” People also like to have their name on their bookmarks.

RE:BOOKS: How many bookmarks do you make a week, approximately?

Some weeks I’m really busy with orders, and some weeks I don’t make any. Sometimes I’m just not feeling creative, so I wait until I am again.

RE:BOOKS: At age 11, you really are an entrepreneur! Have you learned any lessons — the good, the bad, the funny — creating your own little business that you can share with other entrepreneurs of any age? Or any sage advice for other young pre-teens who want to start their own creative biz? Give us some tips we can share with our children!

WILLOW: One thing I’ve found is that people are so nice and supportive. I’ve had so many people — friends of my mom’s, teachers from school, my theatre teachers, people I’ve met through social media, friends’ parents etc. — who have made orders. I use Instagram and my mom’s social media, as well, to promote my business, and all my orders have come in that way. It was actually how my mom finally let me get an Instagram account, and I’ve learned a lot about it by doing this — the good and the bad. A tip for a kid wanting to start their own business: There will be times that you don’t have any orders for weeks and you think there’s no point. During that time, keep making things and give them away as gifts. A lot of orders I got came from giving someone a bookmark as a gift first, and then they ordered more. Be kind, and the kindness will come back to you for sure. Another tip is Vistaprint is awesome for making business cards, stickers, and other things with your logo. I even got a mug with my 101 Bookmarks logo on it. It makes you feel more legit.

RE:BOOKS: Tell us about the charity component. How did you decide on the charity? Aside from raising money for charity, have you personally made money from making bookmarks?

WILLOW: I knew from the beginning that I wanted to donate 50% (or more) of my proceeds to a homeless shelter. Since I was really young I’ve been very concerned about homelessness and it’s something I want to help change. The reason why I chose The Red Door Family Shelter is that it’s local and it helps women and children needing a place to live. I gave them my first donation in December 2020 of $350, and they were so kind and amazing and made me feel really appreciated. This past December, I took them a donation of $685. My goal was to have donated more than $1,000, and I did it! They’re amazing on social media, they always share my posts, and recently they featured me in their newsletter. The money I donated was used to provide art supplies for children living in their shelter. I felt that was so perfect. I am going to continue raising money for them. Any money I earn on the side, I use for Starbucks and going out with my friends.

RE:BOOKS: Finally, what book are you currently reading or a book you would recommend, AND give us a hint of what you may be up to next — or are you concentrating on bookmarks? And where can we find you and see your work?

I always have a few books on the go. My favourite graphic novels are, A-Okay by Jarad Greene, Roller Girl by Victoria Jamieson, Drama by Raina Telgemeier, the Nat Enough series by Maria Scrivan, the Real Friends series by Shannon Hale, and Clash, Click, Camp and Act by Kayla Miller. I’m going to keep doing bookmarks for a while, but who knows what else I’ll make eventually. 

You can find Willow on Instagram @101bookmarks—send me a DM to make an order —or email me here, if you don’t have Instagram!