The story behind SHINY Brand—a mission born from profound loss, unwavering family support, and a commitment to spread positivity.

On September 4, 2012, my life changed forever. Driving up to a horrific car accident, I didn’t know my daughter, Deej, was in that wreckage. As her father, realizing it was her broke me. Deej was taken from us that day, leaving a void no parent should know. Yet, her light—her joy, kindness, and vibrant spirit—still burns bright. From that tragedy, I found purpose.

Deej’s story became my way to heal and honor her. I’ve shared it with hundreds of thousands of students, speaking about road safety and cherishing every moment. The impact is humbling—students have shared with me they’ve made safer choices or rebuilt relationships because of Deej. One young man said her story inspired him to pursue his dreams fearlessly. These moments drive me forward.

My faith along with my family have been my rock through this journey. Their love, strength, and endless support has inspired me and motivated me to make SHINY Brand a reality. Together, we keep Deej’s memory alive, especially through our annual 4th of July parade in Ely, Minnesota—her favorite summer city. As a family, we march with pride, sharing her story to raise awareness and celebrate her spirit in a place she loved. It’s a tradition that brings us closer and spreads her light to the community.

That’s why I created SHINY Brand. Every product—bracelets, shirts, stickers—carries Deej’s legacy and funds our mission to reach more schools and communities. SHINY isn’t just a brand; it’s a promise to inspire positivity, courage, and kindness. Every sale helps us share Deej’s story further, ensuring her light touches more lives.

We all face hardships, but we can choose to rise above. Deej taught me that. With my family’s support and our shared commitment, SHINY Brand keeps her legacy alive. Join us in honoring those we’ve lost by living fully, loving deeply, and spreading positivity. Thank you for supporting this mission. Together, we’ll keep Deej’s light shining bright.

shinybrandllc@gmail.com