by Joshua and Jared Ravenscraft
New Frontier

As we celebrate Small Business Month this May, it’s powerful to look back and realize that what started as a simple idea, just my brother Jared and me at our parents’ kitchen table, has grown into a brand worn by people around the world. Since launching in Morehead in 2016, I’ve witnessed firsthand how our hard work and dedication, in combination with creating connections through social media, have allowed our small business to grow from the ground up. This Small Business Month, we’re able to reflect on our journey and share tips for the next small business owner on how to foster the same community and success.

Growing up on a farm in Appalachia, clothing wasn’t just about style — it was about function. Flannel to keep warm, headwear to block the sun, sturdy shirts made for layering and lasting. Each piece had a purpose. We created our small business “New Frontier” built on that same foundation: crafting small–batch, curated pieces, just like the small-batch Kentucky bourbon we drink here in Kentucky.

At New Frontier, we lean on learned lessons from other Kentucky small businesses that came before us. We draw inspiration from our grandparents’ florist shop, Granddad Bud’s in Morehead, where we spent our childhood. Our grandparent’s small business showed us what truly matters: people and community. While our own business has grown from neighbors next door to serving A-list clients like Chris Stapleton and J.T. Cure, we’ve never lost sight of what started it all. Fostering an online community through Facebook and Instagram has served our business in ways we never could have imagined.

When you’re passionate about something, it’s only natural to want to share it with the world. Social media has made that possible for us in a powerful way. Platforms like Facebook and Instagram have become oxygen for our small business, bringing it to life for customers and inviting them into the New Frontier family. In fact, we’ve grown a following of more than 45,000 people on Facebook and Instagram combined. From sharing behind-the-scenes Reels of shipping orders, to posting photos of Tyler Childers and The Food Stamps performing in our garments, we use these platforms to tell our story. We also use tools like Instagram Shop that make it easier for customers to buy products. Each follower makes up our customer base, ranging from our neighbors in Morehead, all the way to loyal customers in California.

While we stay rooted in our purpose, social media empowers us to become stewards of Appalachia, helping shift the narrative around our region. When the historic floods hit, we utilized social media to promote our “Kentucky Strong” merchandise, raising money for our neighbors in need of resources and a helping hand. We also share the positives of our region including the breathtaking Appalachian seasons and how they inspire us. When you start posting what’s important to you and your community, everything else will follow.

This Small Business Month, my message is simple: let the power of connection fuel you and use social media to spread that connection beyond your hometown. From your product to your purpose, let your community be your guide. When you stay rooted in relationships, you may discover that while you’ve been busy building up your business, you’ve been building each other up all along. At the end of the day, it’s important to lean on lessons from other successful small businesses in your community and hometown, and focus on building a stronger connection with the people who keep it going.