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Meet Dylan Demery | Founder and Owner, She’s Fly LLC

We are thrilled to be connecting with Dylan Demery again. Dylan is a Founder and Owner, She’s Fly LLC and is also a content partner. Content partners help Voyage in so many ways from spreading the word about the work that we do, sponsoring our mission and collaborating with us on content like this. Check out our conversation with Dylan below.

Dylan, it’s been too long since we last connected. Thanks so much for taking the time to share your thoughts with our community again. Some readers might have missed our prior conversations, so maybe you can kick things off for us with a quick intro?
I’m the founder and owner of an online/mobile fly shop called She’s Fly. We serve all anglers but have special focus on products and services by and for women. I started this business based on my passion for fly fishing as not just a way to get outside but as another tool in my mindful practice journey.

What are the changes or trends you see in the fishing industry?
Women are the fastest growing demographic in this industry. I also see more efforts toward diversity and inclusion which includes seeing more marginalized people represented on fishing sites and magazines, more than what we saw just two years ago. I think we still have a long way to go but it’s exciting to see the change that’s happening.

Why did you decide to do an online store for a fly shop?
Starting an online shop was much more cost effective than opening a brick-and-mortar. Since my business is self-funded, I have to be very careful about how and why I spend money on the business. I’m able to see what products and services our customers prefer before I buy a bunch of inventory or spend money on special services/events.

Tell us about any people, products, or businesses that inspire you in the fly fishing world.
We have been so lucky to meet some amazing women in this industry who inspire and support us. Kara Tripp and Lynae Axelson from Damsel Fly Fishing, April Archer from SaraBella, Kim Ranalla from Miss Mayfly, Karin Miller from Zen Tenkara, Audra Pearson from Liarflies, Kelly McAlister (Kelly McFly, fly fishing guide in Wyoming and Montana), and Erin Crider from Uncharted Outdoorswomen are a few who keep us sane and encourage us when we need it.

What challenges have you faced in this industry since you launched your business?
Since we are small and don’t have a brick-and-mortar store, most major fly fishing brands won’t work with us. We are building a mobile retail unit (trailer) and once we get that set up, we might get a chance to sell some of those brands but they really won’t talk to us until we do. It’s a little disappointing because every single one of those large brands has an online store in addition to selling their products through dealers with brick-and-mortar stores.

What do you wish people knew about the fly fishing industry?
I wish people would refuse to be intimidated by it. We all know what the sport has looked like for decades (centuries even) but that is changing. It doesn’t have to be expensive. You don’t have to know everything to get started. Just have a healthy curiosity and a willingness to be outdoors and you will find so many mindful benefits. It doesn’t have to be about catching all the fish. The journey of starting something new and connecting to nature can be enough for you to get out there.

What advice would you give someone who wanted to start a business in this industry?
Don’t be intimidated. There are big names and closed circles but there is also a growing community of supportive people who want to see the industry change and grow. Don’t limit yourself. Don’t be afraid to take risks because there is room for all of us in this industry.

It was so great to reconnect. One last question – how can our readers connect with you, learn more or support you?

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