This week’s Sunday Shoutout goes to Leudles Doodles, a vibrant, values-driven small business creating art that speaks to identity, resilience, and joy. What started as a few handmade stickers has blossomed into a powerful creative space led by a queer Taiwanese-American artist who’s using their voice—and their art—to uplift marginalized communities and inspire change. From sustainable packaging to celebrating intersectional identity, Leudles Doodles is proof that being loud about your values is good for business and the soul.
Little Blue Cart: Tell us a little about your business! What inspired you to start it, and how did your entrepreneurial journey begin?
Michelle Leu: I’ve always enjoyed drawing, though I’ve never been formally trained. In late 2022, I left my job at the time and had a couple months of a break before starting my new job in 2023, and I went down a rabbit hole of learning how to make stickers with my drawings at home. I shared these with friends and there was interest in buying these, so I set up a small Etsy shop with maybe 10 sticker designs total – these designs mostly were inspired by my own Taiwanese-American and queer identity, as well as the intersection of being a queer AAPI person in America. I then stopped actively promoting my Etsy once I started the new job, but would still get monthly orders passively.
After the election in 2024, I picked up my iPad again and channeled my emotions into creating more stickers and expanding into keychains, and generally just putting more thought into how I could grow this into more of a real business. I found a sense of fulfillment in being able to bring joy to people especially in marginalized communities, during this dark time. And it made me feel like I was making a very small difference as an artist. In February 2025, I made the decision to leave my 9-5 job to fully dedicate time to working for myself so that I could meaningfully grow Leudles Doodles.
“I found a sense of fulfillment in being able to bring joy to people—especially in marginalized communities—during this dark time.”
LBC: What’s been your proudest moment so far—and what’s been one of the biggest challenges you’ve faced as a small business owner?
Michelle: As an introvert, I would say what I’ve been most proud of is also what is one of my biggest challenges: I generally am uncomfortable with attention, but I’ve found that being vocal and putting myself out there as a business owner and an artist, has brought me a lot of opportunities and new relationships with others in the art and small business community. I’m getting a lot better about finding that sweet spot of always talking about my work without coming off as overly “sales-y”, and being able to do it in a way that feels authentic to me. A big part of leaving a 9-5 corporate job was getting that time and space back to be fully and unapologetically myself, without having to mask parts of me (especially as a person with ADHD) in order to make other people comfortable.
LBC: What values guide your business, and what issues matter most to you as an entrepreneur?
Michelle: Biggest values for me are: sustainability, celebrating queerness and my AAPI communities, accessibility. I’m also exploring expanding to apparel with my designs, so size inclusivity is a big thing for me, as is sustainability in materials and not contributing to overconsumption when it comes to fashion (especially with fast fashion being a prominent problem today). I’m also very mindful of balancing consumerism with creating products that bring people joy that they need to stay energized and show up for their communities.
LBC: How do your progressive values show up in how you run your business—whether it’s in who you hire, how you source, or how you engage with your community?
Michelle: I want my business to have as much positive impact as possible. In regards to sustainability, I try to minimize waste by creating smaller batches of product, and move B-grade products (fully functional with very minor cosmetic flaws) to mystery bags or discount them, so that they can still find a home instead of going in the trash. I also try to use eco-friendly materials as much as possible, and when I do use a manufacturing partner, I prioritize ones that use compostable packaging and materials like recycled acrylic or wood sourced sustainably for my keychains, for example. I also don’t use any plastic in my own packaging for orders.
I donate at least 10% of my profits to The Trevor Project quarterly, and to other organizations periodically depending on needs and current events. I also have been very vocal about supporting other artists and small business owners in the community, highlighting those especially those who are BIPOC, disabled, queer, women, and the intersections of those identities. Part of what I’m really enjoying about this shift from a corporate job to running my own businesses, is being able to lean into collaboration over competition with others. I’m active on Threads, Instagram, and YouTube to engage with others going through similar challenges, asking for and also sharing my own insights and learnings!
LBC: Why is it important for small businesses and consumers to stand up for what they believe in—especially right now?
Michelle: There’s more than one way to show up and be vocal. For some, that’s going to protests in person, for others it’s to continue making art – whether that’s fueled by rage, or celebration of their identities, it’s a way to remind everyone that we’re stronger together and we are here to resist as a community. I’m fairly vocal about my values on most platforms, so I’d like to think that I’m weeding out problematic people before they even think about giving me their money 🙂 I’m perfectly okay with not doing business with anyone who has a problem with what I stand for. My priority is always to let folks who need it the most, know that I am a safe space for them, even if it means alienating those who want to take their rights away.
“I'm perfectly okay with not doing business with anyone who has a problem with what I stand for.”
LBC: Just for fun: What’s your go-to comfort show, podcast, or playlist while working? Or: Who’s your dream celebrity customer?
Michelle: Schitt’s Creek is my favorite show! For music, I love putting on some lofi Studio Ghibli soundtracks while I’m working on anything creative.
LBC: Fill in the blank: Being a small business owner is _ _ _ but I wouldn’t trade it for anything.
Michelle: Being a small business owner is the riskiest thing I’ve done professionally so far, but I wouldn’t trade it for anything.
If you’re looking for art that makes a statement—and a small business that walks its progressive talk—Leudles Doodles belongs on your radar (and your wishlist). Every piece is crafted with care, rooted in identity, and designed to uplift.
💙 Visit LeudlesDoodles.com to explore the full shop and support a business that’s creating joy, connection, and change—one doodle at a time.
