Danyel Thompson launched her high-fashion activewear brand, TenCollection by Ten, confident she was on to a winner. And she was. Customers loved that it wasn’t just another sportswear line; they felt as comfortable wearing the designs to lunch as they did on the pickleball court or golf course.

The US Government’s announcement a month ago that it would curb de minimis exemptions, particularly for shipments from China, threw a spanner in the works.

Ms Thompson, a Bermudian with American citizenship who has lived in California since 2018, knew the tariff change would have a devastating impact on midsize companies such as hers.

“Before, we were exempt from paying duty on shipping anything under $800. That has now gone away.

“So I have had to change my pricing to accommodate the fees that I'm going to pick up from the tariffs,” she said.

“I would say any business that's not a major corporation would have taken a direct hit from the tariffs. Some companies are closing because they had to change their supply chain in a matter of a month.”

Although she is not taking a political position, Ms Thompson — a serial entrepreneur with a background in banking — says the tariffs are particularly challenging for smaller businesses trying to adapt quickly.

“I created a company in my best interest based on the supply chain that was current at that time and now I have to adjust to a new supply chain with very little notice,” she said.

“But I’m going to survive this. When something major happens, I don't panic. Sometimes you just have to sit still and ride the waves.”

TenCollection by Ten combines her business sense with the sewing skills she learnt from a family friend in Bermuda during her childhood.

“I did actually get schooling [in textiles] but not in a conventional way. I used to spend a lot of time with this family and the mother was a sewer.

“She sewed for everyone. I was too scared to touch the sewing machine, but I was very observant.”

Ms Thompson learnt about every aspect of sewing — fabrics, textiles, buttons and which ones should be used where — and the importance of quality craftsmanship.

“My schooling came in such an authentic whisper. I was young, I was impressionable and I was getting trained first-hand, trained on how to make things beautiful,” she said.

“With the banking experience behind me and my tenacity in front of me, I can confidently say I’ve been schooled.

“It started like that — much like farmers teaching their children how to farm from a young age. I just happened to put that knowledge in my back pocket and carry it with me through everything else life threw my way.”

Her website describes TenCollection by Ten as “a revolution in activewear” that blurs the lines between performance and style.

“We believe that fashion shouldn't be confined to the runway, and that the courts, courses, and everyday life deserve a touch of elegance and sophistication.

“TenCollection By Ten is designed for the modern individual who seamlessly transitions between activities, demanding both comfort and style without compromise,” it reads.

“Our innovative concept redefines everyday comfort. Forget basic leggings — TenCollection By Ten is the new go-to for the modern individual.

“We've taken the best aspects of activewear and elevated them with high-fashion sensibilities. Think flowing skirts with built-in sports bras and shorts, offering both support and freedom of movement.

“Every detail, from the carefully chosen fabrics to the strategically placed seams, has been meticulously considered.”

With all she’s invested in the brand, Ms Thompson knows her success depends on her customers thriving — and having the means to invest in her clothing.

“I can sell to people who play golf and tennis but those are not my only drivers. My company, my design is specifically aimed at everyday lifestyle.

“So even if you don't play tennis, golf or pickleball, you still feel as though you are fashionable wearing my clothes. But if the economy isn’t thriving, particularly if people are facing layoffs, then you're not considering disposable income.

“You're considering: ‘How can I survive?’ We are all dependent on each other.”

She considers herself fortunate that her target market isn’t yet feeling those effects.

“The people in my area … on the surface it looks like they're not experiencing it at all, but that doesn't mean that they won’t. It just means that they're probably going to take a little longer to experience it.”

With roughly eight years of entrepreneurship behind her she has built a dependable team that helps bring her ideas to life. They too will be affected by the change in import rules.

“What’s happening with the tariffs isn’t just isolated to America; it impacts the entire supply chain. Let’s say I’m working with someone in Turkey, and they’ve been informed that they’ll be affected by the tariffs — they’ll have to adjust as well,” Ms Thompson said. “There will be fewer people in the US looking for their products, and fewer American companies seeking to work with them.

“We live in a global economy, and there’s no isolation in that. Everyone feels it, just at different percentages and at different times.”

She had a clear growth plan and felt “very confident” about where her business was headed — until the tariff change forced a rethink.

“Selling in America is going to be more difficult for me; selling outside of America might be a bit easier due to pricing and consumer spending. That’s a huge impact,” she said.

“For example, I projected that my growth would start picking up in six months, with certain revenue milestones, but now that could change.

“My six-month projection could turn into 12 or even 13 months. How do I project my future growth when I built my company in an older environment, and now I'm faced with a new one?”

• For more on TenCollection By Ten, visittencollections.com/