Meet Erika “Diff” Diffendall

Alright – so today we’ve got the honor of introducing you to Erika “Diff” Diffendall. We think you’ll enjoy our conversation, we’ve shared it below.

Erika “Diff”, so excited to have you with us today. So much we can chat about, but one of the questions we are most interested in is how you have managed to keep your creativity alive.

For so long, I refused to consider myself a creative person- despite beautifying countless classrooms as a high school teacher, decorating apartments to perfection, and infusing my daily life with little touches of sparkle. I formed a narrative in my head that rebuffed any characterization of “creative” when really I just hadn’t allowed myself to find my passion. Ever since I was a kid, I loved to fiddle with string and chain, adorning everyone around me in twisted twine bracelets and necklaces with the most garish of beads. One day, after a stress-filled day of feeling stifled and bland, something reminded me of this childhood passion, and I ordered materials to make simple jewelry and pressed flower art. This is how Yay Diff started. Since then, I’ve learned that creativity (for me) is a choice: a choice to find the beauty in the process and remember that it is okay to be a beginner. A choice to allow myself to create without expectations or self-judgement. A choice to be in the moment with my art, free from control or restrictions. I choose creativity every day in this business that has its own flair and thrives on the authenticity and uniqueness of its customers; they are who help me keep this imagination alive. My business centers around self-expression and allowing my customers to choose creativity as well. With hundreds of charms to peruse, customers get the chance to show their creativity in creating one-of-one pieces that evoke personality and charm in each piece.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?

Yay Diff is a queer, woman-owned jewelry business that specializes in fully customizable charm pieces and pressed flower magic for those who love to sparkle a little differently. We center authentic self-expression in our work through our pop-up charm bars, featured throughout Philly. Interested readers can follow our journey and find out where we will be popping up next through our instagram (@yaydiff) or on our website (yaydiff.com) where they can also shop our premade collections and inquire about charm parties.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

My journey could not have been possible without drive, courage, and organization. For the first two and a half years of my business, I was also a full-time high school teacher. Balancing two passions was incredibly challenging, and I needed the drive to keep pushing forward- through fully booked nights and weekends, and a never-ending to-do list. That internal motivation is what helped me keep showing up, even when I was exhausted or unsure of if I was truly good enough to dream this big. Although I never imagined being a business owner, I realized that I had it in me. I was the only person who could make this possible. That is what keeps me going- the undeniable fact that what I have to give is beauty and worthy to this world.
Courage was equally critical. Starting a business means facing constant uncertainty- putting your ideas out into the world, investing time and money with no guarantees, and learning to make decisions without always having a clear path. I had to get comfortable betting on myself and learning to live in the uncertainty. For me, this courage led to a greater understanding of myself, leading to increased self-confidence, and ultimately, self-love.
Finally, organization keeps me grounded. Juggling two demanding roles meant my time had to be meticulously planned, and I needed systems in place to balance it all without burning myself out. Having a clear schedule and expectations makes me feel safe knowing that I have the time to do it all, even when it can feel overwhelming.
My advice for anyone starting off is that drive is something you build through a strong belief in yourself. Set small, meaningful goals and celebrate your progress. You will not always have it all together, and you have to learn to be comfortable with prioritizing progress over perfection. Courage grows through action. Start small if you need to, but keep moving forward. The more risks you take (and survive), the more confident you’ll become. Organization also isn’t about being perfect; it’s a skill you can develop through finding tools that work for you and committing to managing your time in a way that keeps you balanced.

All the wisdom you’ve shared today is sincerely appreciated. Before we go, can you tell us about the main challenge you are currently facing?

The biggest challenge I’m currently facing as a small business owner is giving myself full permission to truly believe in myself. After ten years as a teacher, I made the life-changing decision to go all-in on my business. My husband and I are now both fully committed to Yay Diff, which is a huge milestone- and a deeply personal success. But with that leap has come a new kind of pressure. Stepping into the unknown has brought up a lot of fear and self-doubt. Some days, the weight of it feels heavy. Still, I’m actively working on cultivating a mindset grounded in growth and resilience. Growth is rarely linear, and it’s often uncomfortable; it’s also where the true magic happens. Building and maintaining self-confidence is a daily practice. It can feel like a battle at times, but each day, I’m choosing to bet on myself. I’m learning to challenge my doubts and quiet the inner critic. With consistency and intention, I believe that self-trust will grow stronger than the fear.

Contact Info:

• Website: https://yaydiff.com
• Instagram: yay_diff