Meet Cedric Townsend, the 45-year-old businessman behind Nice Box who was recently profiled by NY Post. The designer, who's affectionately referred to as "Broke MacGyver" by his close friends, broke into the custom shoe box business after 18 long years in the lawn and landscaping business. Now, he's creating customized storage units, which Townsend calls a "nightclub for your shoes," for the likes of 2 Chainz, Rick Ross, and Andre Drummond.
Townsend gained his very first client, Minnesota Vikings WR Charles Johnson, by soliciting his work on social media. "I started to send messages to a bunch of athletes on their Instagram pages, hoping at least one would hit me back. Johnson was the only one who replied," Townsend said.
As it turns out, that was all he needed to get the wheels in motion. Townsend's LED-equipped boxes started picking up stream through word of mouth, and today, business is booming like never before. He's even been contacted by brands like Macy's, Nordstrom, Cabela's, and Home Depot for custom boxes.
"I look at my business like I am trying to be a rapper. My box is my demo tape. I have to go out there and grind just like they do," Townsend said.
It looks like the grind is finally starting to pay off.