outsource that portion of the business. >> reporter: within months of her 2009 launch, she had a hiccup with the embroidery company. it quit. when the embroidery company backed out, what was the first thing you did? >> i mean, words that i can use on television are -- i really panicked. my first thought was, let's replace the partner. i realized, you know what? we should just bring it in house. >> reporter: doing the sewing herself, leasing a $15,000 embroidery machine. >> all of a sudden we were starting two businesses instead of one. we were starting an online retailer which i sort of know how to do and starting an embroidery provider which i knew nothing about at all. >> reporter: she says this was the best thing for mak-a-boo. >> in hindsight there's no way we could do what we do not doing the embroidery on ourself. it's always on our watch. >> reporter: to keep growing, cindy's used groupon and even gone hollywood. >> we've joined a celebrity

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