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Maya Okafor started baking before her day job. Six years later, the line is out the door by seven.

Daniel Reyes has never paid for advertising. His four chairs are booked three weeks out.

Four summers at the farmers market taught Priya Natarajan exactly what her shop needed to be.

Tom Whitaker stopped competing on price and started showing clients the joints.

Lena Fischer dropped the work everyone told her was the money and built a studio for small brands.

Marcus Bell runs a repair shop, a Saturday ride and a free kids’ clinic out of one garage.

Sofia Alvarez keeps her firm small on purpose, and her clients stay for years.

Jin Park opened a café in November. He doesn’t recommend it, and he’d do it again.