Avery Belcher
Grade: 12
Business Name:
Been One
Revenue: $900
Avery Belcher, a 17-year-old entrepreneur and student at Coby Cooke Digital High School, is on a mission to make his mark in the virtual world of Roblox. As the founder of Been One, a 2D and 3D digital apparel brand, Avery is redefining what it means to be an innovative young entrepreneur. With over 200,000 sales on Roblox and growing revenue—already reaching over $900—Avery’s journey is a story of resilience, creativity, and unrelenting ambition.
As a recent recipient of the Formidable Fellowship, which recognizes exceptional young entrepreneurs, Avery’s inspiring business trajectory is a testament to his determination and his ability to turn challenges into opportunities. Let’s take a closer look at how he’s building his brand, navigating the world of virtual business, and blazing a trail for others.
From Passion to a Virtual Powerhouse: The Start of Been One
Avery’s journey began where many of today’s young entrepreneurs get their start—by merging a passion with opportunity. Growing up, Avery spent countless hours on Roblox, a popular online platform that allows users to create, interact, and play in virtual spaces. But Roblox isn’t just a game; it’s an entire ecosystem of creators, developers, and entrepreneurs, with millions of daily active users and countless virtual economies.
As a kid, Avery was drawn to the sense of community within Roblox. “I didn’t know what they were at the time, but I loved being part of communities and seeing people my age—or older—leading brands and creating shops in these virtual spaces,” he recalled.
That fascination stuck with him, and as he grew older, Avery decided to channel his creativity and entrepreneurial instincts into something more concrete. This idea took shape as Been One, a digital clothing brand that designs and sells 2D and 3D apparel to Roblox users.
At first, the process was slow. “When I started, I didn’t know what I was doing,” Avery said. “It would take me a whole day just to make one outfit, and it wasn’t even great quality. Seeing the numbers come in lower than I hoped wasn’t motivating.”
But instead of giving up, Avery leaned into the challenge. He studied the Roblox marketplace meticulously, identifying gaps where his creative ideas could stand out. “I started noticing trends—where the marketplace was lacking and where I could add my own creative touch. It’s all about finding those opportunities and making something people will love.”
From Hundreds to Hundreds of Thousands: Growing Been One
What began as a slow trickle of sales soon turned into an avalanche of success. Avery’s first big hit came when one of his designs caught fire in the marketplace. “That one item changed everything,” he said. “It was like all the work I put in finally paid off. I realized what was possible if I kept going and put even more effort into it.”
Since that pivotal moment, Avery has sold over 200,000 individual items on Roblox—a staggering number that underscores his brand’s appeal. However, with items priced in Roblox’s virtual currency, which converts to relatively low dollar amounts, it’s not always about revenue for Avery. “The revenue is important, but what means more to me is seeing how far I can take this brand, how many people I can reach,” he said.
Avery’s strategy is a blend of creativity and research. He balances releasing new designs with keeping older, tried-and-true items available. “Roblox’s algorithm rewards older items that have been in the marketplace longer,” he explained. “They get pushed out more and become staples. So even as I launch new designs, the older ones keep generating sales.”
Overcoming Challenges: Lessons in Resilience
No entrepreneurial journey is without its challenges, and Avery’s experience is no exception. One of his lowest points came when a trusted design partner stole group funds, wiping out a large portion of the business’s earnings. “It was devastating,” Avery admitted. “I worked hard for that money, and to see it disappear like that made me want to quit.”
Instead of letting the setback define him, Avery used it as a learning experience. “I realized I needed to be more cautious about who I trust and how I manage the business. It was a tough lesson, but it made me more resilient.”
Avery also faces challenges in transitioning from 2D to 3D apparel, which has higher costs and a steeper learning curve. However, he’s undeterred. “3D items are the future—they’re more profitable and allow for even more creativity,” he said. “It takes time and patience, but I’m committed to mastering it.”
What Makes Been One Stand Out
What sets Been One apart in a sea of Roblox apparel brands is Avery’s dedication to understanding his market. While many creators simply release designs and hope for the best, Avery takes a more analytical approach.
“I study the marketplace constantly,” he said. “I look at what’s trending, what people like, and where there are gaps. Then I figure out how to add my own spin to it. It’s about finding that balance between creativity and strategy.”
This meticulous approach has not only fueled his brand’s growth but also allowed him to build a loyal community of customers. For Avery, it’s about more than just sales—it’s about creating a space where users feel connected and valued.
Advice for Aspiring Entrepreneurs
Avery’s journey offers invaluable lessons for other young entrepreneurs:
Stay Consistent – “It’s not going to happen overnight,” Avery said. “The start is often slow, but if you stay consistent and keep putting in the work, your time will come.”
Study Your Market – Whether it’s virtual apparel or any other business, understanding your audience and the marketplace is key. “Find the gaps and figure out how to fill them with your unique ideas,” Avery advised.
Learn From Setbacks – From losing funds to navigating the challenges of 3D apparel, Avery has faced his fair share of obstacles. His advice? “Don’t let setbacks define you—use them as opportunities to grow.”
Invest in Yourself – Avery reinvests much of his earnings into the business, whether it’s upgrading tools or experimenting with new designs. “Investing in yourself and your ideas is the best way to grow,” he said.
The Future of Been One: From Virtual to Reality
Avery’s ambitions for Been One extend far beyond Roblox. His ultimate goal is to turn the brand into a real-world apparel company, allowing him to express his creativity on an even larger scale. “I want Been One to be one of the biggest apparel platforms on Roblox and eventually evolve into an actual clothing brand,” he said.
But for Avery, the journey is about more than personal success. He sees himself as a role model, not only for his younger siblings but for other kids and teens who dream of pursuing their passions. “I want to be an example,” he said. “I want to show people—especially young people—that you can do what you love, be who you want to be, and succeed at the same time.”