At By Evette Santos, we’re a dedicated stationery business, working tirelessly to create the best planners and journals for our loyal customers who support us year after year, as well as for new customers who believe in our products and our vision.

My name is Evette Santos, and my journey began in 2016 through YouTube, where I built a vibrant community of women through makeup tutorials and sold-out makeup events. During the height of the pandemic in 2020, I decided it was time to take a leap and launch my own business. Inspired but cautious, I started with lashes, creating unique and authentic designs. It felt natural to begin with a beauty product since I had spent years in the makeup industry, but the honest truth was that I didn’t feel fully connected to it. While I loved makeup, launching lashes was more about getting my feet wet in the business world and learning without a significant investment.

Despite this, my lash line taught me valuable lessons, and it was a great way to start small and gain confidence. In 2021, I rebranded my business as “By Evette Santos,” expanding into a lifestyle brand with planners, lashes, jewelry, and more. Though I continued to sell a variety of products, it was clear that planners were at the heart of my business. By our fourth year of launching yearly planners, we embraced this focus and transformed into a dedicated “Planners and Journals” brand.

Gratitude has been at the core of my journey, especially for my family. They generously offered me space in their basement to run my business, and their unwavering support has been instrumental. My mom, dad, and brothers have been my rock, stepping in to help during the busiest seasons. With nearly 650 orders a day during peak times, it’s a blessing that I couldn’t manage alone. My family treats the business as their own, staying up late with me to ensure every order is processed with care. I couldn’t have achieved this success without them, and as the business continues to grow, I’m excited for what’s next—a bigger space and new possibilities.

When we first started, I launched with just 300 planners, a big step for a new business. To my surprise, they sold out quickly. In our second year, we increased to 1,000 planners, which sold out within weeks. Our third year saw 2,000 planners, and once again, they all sold before the start of the new year. By our fourth year, we were up to 5,000 planners, continuously selling out and setting new milestones. Every year, we grow stronger, working harder to turn dreams into reality and proving that with determination, anything is possible.

Faith has been the foundation of everything I do. I believe that without God, none of this would have been possible. I turn to Him in moments of fear, gratitude, and uncertainty. He has blessed me with strength, guidance, and new opportunities. Every small victory, every new milestone—I owe it all to Him. I pray for my business to reach the right people, to be embraced by a community that loves our products just as much as we do. With faith guiding my path, I’m excited to see where this journey leads, always trusting in His plan.

From humble beginnings to an evolving brand, By Evette Santos has grown with passion, perseverance, and the support of a wonderful community. We are excited to continue this journey, creating beautiful, functional planners and journals that inspire our customers to dream, plan, and achieve.