Today we’d like to introduce you to Holly Martinez.
Hi Holly, thanks for joining us today. We’d love for you to start by introducing yourself.
My journey to starting HUNLEY has been shaped by family, community, and a deep love for East Tennessee. I graduated from the University of Tennessee, where I was a cheerleader, and spent many years raising my family, coaching cheerleading, serving my community and church, and supporting local organizations. Throughout those years, I always dreamed of creating something that combined comfort, style, and purpose for women living busy lifestyles.
HUNLEY was born from that dream. The brand is named after my great-grandmother, Belle Hunley, who lived in the mountains of East Tennessee. She represented the strength, kindness, and simple beauty that continue to inspire me today. I wanted to create a clothing brand that reflected those values while also giving back to the communities that helped shape me.
What started as an idea quickly became a passion project. My vision was to design elevated leisurewear that women could feel comfortable and confident wearing every day while knowing their purchase was making a difference.
Today, HUNLEY continues to grow through our online store, wholesale partnerships, and community events. One of the things I am most proud of is our partnership with Aid to Distressed Families of Appalachian Counties (ADFAC), a nonprofit organization dedicated to helping families in Appalachian communities through emergency assistance, educational support, and programs that promote self-sufficiency. Giving back has been a part of HUNLEY’s mission from the beginning, and this partnership allows us to support the region that has given so much to me and my family. Every collection is designed with intention, and every milestone reminds me why I started.
Building HUNLEY has been both exciting and challenging, but it has taught me that it’s never too late to pursue a dream. What began as a simple idea has become a brand rooted in comfort, community, and purpose—and I am incredibly grateful for everyone who has supported the journey.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Starting HUNLEY has been incredibly rewarding, but it definitely has not been a completely smooth road. Like many small business owners, I was stepping into an industry where I had plenty of passion but very little experience. Learning about manufacturing, sourcing, inventory management, shipping, website development, wholesale, and marketing all happened in real time.
One of the biggest challenges was building a brand from the ground up while balancing family, community involvement, and everyday life.
Another challenge has been standing out in a very competitive apparel market. There are countless clothing brands, so it was important for me to create something that felt authentic and meaningful. That’s why I focused on building HUNLEY around more than just clothing. I wanted it to tell a story, honor my family’s Appalachian roots, and create opportunities to give back through partnerships with organizations like ADFAC.
While there have certainly been obstacles along the way, each challenge has taught me something valuable. Looking back, I am grateful for the struggles because they have helped shape both me and the brand. Every challenge overcome has made HUNLEY stronger and reinforced my belief that it’s never too late to pursue a dream.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
Many of our collections are influenced by the places, traditions, and sayings I grew up with in East Tennessee. Whether it’s a Southern expression passed down through generations, a memory from a front porch, a mountain landscape, or a day spent down on the farm, I love creating pieces that tell a story and evoke a feeling of home.
One collection I am especially excited about is our upcoming “Down on the Farm” collection. The collection was inspired by my Southern roots and features hand-drawn farm animals, roosters, apple motifs, barns, flannels, and nostalgic country scenes. It celebrates the beauty of rural life and the values I grew up with—hard work, family, faith, and community.
What sets HUNLEY apart is our authenticity. We are not chasing trends; we are creating pieces inspired by real experiences, family history, and Southern traditions.
What quality or characteristic do you feel is most important to your success?
Faith, perseverance, and authenticity are the three qualities that have shaped my success. My faith gives me direction and purpose, perseverance helps me keep moving forward through challenges, and authenticity allows me to build a brand that truly reflects who I am and where I come from. I’ve learned that staying true to your values and continuing to show up, even on the difficult days, can make all the difference.
Contact Info:
- Website: https://www.Hunleyshop.com
- Instagram: Hunleyshop
- Facebook: Hunley
- Youtube: Hunleyshop
- Other: tik tok: Hunleyshop
