Pins With Purpose: How One Man Built a Thriving Custom Pin Business

How can you preserve your history? One way is to immortalize your memories of people, places, and events on a small, easily transported, affordable object — in other words, a pin. Robert Bennett, founder and managing director of Pins Fast in Greenville, South Carolina, notes that pins and coins are typically found on archeological digs because “people need physical objects to interact with.”

Robert turned his interest in pins into a business, and now makes thousands of acrylic pins that are sold as custom logo pins and commemorative pins. We talked with Robert about how he started his business, what types of pins are his top sellers now, how the supply chain issues played into his success, and what lies ahead for this innovative entrepreneur.

Credit: Pins Fast

WFI: In this digital age, why do you think pins remain so popular?

Robert Bennett: Pins are a great keepsake to commemorate moments for you and your organization because they make people so nostalgic. I feel a rush of memories coming back whenever I look through older pins.

WFI: Tell us how it all began for Pins Fast.

Bennett: I started as a freelance designer, and I loved to design pins. I really enjoy using digital and vector art to make durable pins that can last for generations because art is long, but life is short. I like that people can wear or trade my creations because it gives me a sense of purpose.

I sold my first pins in 2008 and incorporated PinsFast.com in 2012 because I knew I needed to solve the longstanding problem of delays in the pin industry. Every year there was higher demand for faster turnaround times because of an overreliance on overseas manufacturing. In 2012, I purchased a Roland VersaSTUDIO BN-20 desktop printer/cutter to make labels for photo dome pins, which are fabricated using stock sizes of metal pin blanks.

WFI: How did you grow your company?
Bennett: I have always seen an abundance of organic traffic on my website. For years, I didn’t need to advertise because I offered a unique, fast solution. Competition is starting to get tighter these days, so now, I advertise on Google. We also get organic and social media traffic because we write blog posts and update our Pinterest, Instagram, Facebook, and Twitter pages.

After I purchased the BN-20, things really took off. I offered free banners as an incentive to purchase custom pins, but I also offered some of the finest Rush Lapel Pins available. PinsFast.com was an immediate success and we soon received orders from politicians, celebrities, and brands such as Disney and Google.

Credit: Pins Fast

WFI: At what point did you decide to bring in UV print capability?

Bennett: In 2014 and 2015. I noticed that many people were asking for custom shapes that could not be produced using the rush photodome method. I wanted to find a way to produce these custom shapes and began to research possible solutions.

I decided to use a UV-printable acrylic material with a metal surface to achieve an effect like offset-printed pins. To do so, I purchased a Roland DG VersaUV LEF benchtop flatbed UV printer in 2016 along with a 50-watt laser to cut the material.

I was so overwhelmed with orders of rush label pins (our brand name for these acrylic pins) that I had to move the equipment into a makerspace and hire people to assist me.

The goal now is to change perspectives about acrylic material and help our customers understand that it offers a new medium for expression. Acrylic material is beautiful and practical to work with because it can meet tight deadlines and be manufactured in the USA. Acrylic can feature metal surfaces which make them indistinguishable from other metal pins such as traditional offset printed pins. Using Roland VersaUV LEF UV printers, we can print in high definition and use alpha channels to allow metal to show through selected areas, which is an improvement over traditional printed pins. Best yet, acrylic pins can be manufactured and printed in the USA to meet the demand for rush orders of custom pins.

WFI: What are your biggest sellers?

Bennett: Rush Lapel Pins made using the VersaUV LEF UV printer are by far our biggest seller. We sell custom pins directly to individuals as well as to major corporations like Amazon, Google, Nike, and Disney.

WFI: How did the pandemic’s supply chain issues affect your business?

Bennett: When Covid-19 hit, there were some very big orders at first because the supply chain was cut off and I was the only true U.S. manufacturer of custom pins. One order we received was for over 40,000 pins! That was very challenging. It required endurance and several weeks of non-stop production. My Roland LEF printer handled the increased workload with ease.

Ultimately, my idea to make the acrylic pins was extremely popular. We’ve sold our pins to clients in Thailand, Canada, Mexico, Saudi Arabia, Norway, UK, and the Caribbean.

Credit: Pins Fast

WFI: What’s next for Pins Fast?

Bennett: I purchased the acrylicpins.com domain, and we are building the site to sell custom acrylic pins, standees, and charms. There is strong demand for U.S. companies to supply these acrylic pins and we are throwing our hat into the ring.

WFI: What are some of the advantages of acrylic pins?

Bennett: Acrylic pins are more practical than die-struck or enamel pins that come from overseas. Our technology allows us to offer acrylic pins at a lower price and with a faster turnaround time than most other companies. Having direct control over the printing process allows us to print quickly and even apply special effects on demand. We can also offer low quantities (or samples) because we don't have to create a mold or a die prior to production.

I see acrylic pins as a practical solution for Gen Z. We offer custom acrylic pins in multiple colors and can make pins and charms in different shapes that allow our customers to be very creative.

WFI: How do you manage your production schedule?

Bennett: A lot of people might envy my position because I work from a home office and make my own rules. I would caution them to understand that you really must love doing the work and be self-motivated. Like every professional entrepreneur, I have my moments of doubt and occasionally make costly mistakes. It is a constant struggle to survive and it's not the typical ”9 to 5“job.

Because the pin industry is so competitive, and there are lots of big players, I had to think outside the box to get out of the shadow of larger companies. I bought Roland DG printers to have the capability of offering a niche product and other things that — at the time — the larger companies did not offer.

WFI: Any advice for other small business entrepreneurs out there?

Bennett: If you start a business solely to make money, your motivation will not last. You need to love what you do, stay motivated, and invest in reliable, high-quality production equipment. If you’re able to do these things, you’ll be able to achieve the level of success you’re looking for.

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