College of Business graduate student Zoe Holsinger wanted clothing that fit her style: playful and comfortable, but still fashionable. When she couldn’t find exactly what she was looking for, the Plymouth resident learned how to use her grandmother’s embroidery machine and started creating her own designs.
Before long, people were stopping her to ask where she bought her clothing. “I saw a business opportunity there,” Holsinger says. “But I wasn’t sure where to begin.”
As a student in the University of Michigan-Dearborn College of Business, Holsinger found the support she needed to turn a creative hobby into a growing business. She even made her first sale at the College of Business’ Small Business Showcase in 2025.
With knowledge gained through her entrepreneurship, business law and analytics courses, she began building the foundation for what would become Basic Babe Boutique, a brand now known for its embroidered apparel and custom designs. The boutique’s name is a playful nod to Holsinger’s self-described love of everyday favorites — from vanilla lattes to cozy hoodies.
Holsinger celebrates a major milestone this month: the opening of Basic Babe’s first brick-and-mortar storefront in downtown Plymouth at 137 W. Liberty St. She’s celebrating with a grand opening party from 11 a.m. to 2 p.m. June 20.
For Holsinger, the storefront creates new opportunities to connect with customers, showcase her products and continue expanding the business with guidance from her professors. “When I have business questions, I have great professors who can help me get answers,” Holsinger says. “I love UM-Dearborn. You aren’t just a number here. My professors know my name, they stay after class to answer questions, and they genuinely want to see students succeed.”
College of Business Lecturer of Strategy and Entrepreneurship Marcus Harris helped shape her approach to developing a business plan, while Lecturer of Business Law Michael Molesky provided guidance on establishing an LLC and navigating questions related to trademarks and copyright.
Basic Babe has experienced rapid growth over the last year, Holsinger says. She’s sold her products at major events, including the Detroit Auto Show, created custom apparel for local organizations and fitness centers, and built a loyal customer base through online sales and social media. Her success allowed her to upgrade from her grandmother’s embroidery machine to a more advanced model capable of producing increasingly detailed and customized designs.
“So much has happened during my time at UM-Dearborn,” she says. “Most importantly, the people I’ve met here have encouraged me to take chances and continue looking for ways to be the best version of myself.”
Zoe Holsinger earned her bachelor’s degree in December. Today, she is pursuing a master’s degree in business analytics.
