Meet CiCi Appel of Fayetteville

Today we’d like to introduce you to CiCi Appel.

Hi CiCi, thanks for joining us today. We’d love for you to start by introducing yourself.
Hey y’all, I’m CiCi, the CEO of snark and owner of The Snarky Lemon!
I am a southern small-town girl from Alabama who landed here in the heart of freedom aka Fort Bragg, NC when I married my best friend and became a military spouse. Before The Snarky Lemon came to life, my feet were already planted in the world of retail and sales. I ran a successful online clothing boutique for several years, curating and selling trendy pieces and styling outfits that my customers loved. But as much as I enjoyed it, something always felt… off. The problem? None of it was mine; the company, the brand, the style, the apparel. I was a “reseller” and following company rules— picking the “right” pieces, sticking to what was safe, and keeping things polished and marketable because I had to.

I wanted something more, something of my own. I wanted to design things that had personality— that were snarky, funny, bold, and a lot more “me”. I wanted to be different and break out of that cookie-cutter boutique mold by offering something that would allow people to express their mood, their humor, and their unapologetic selves. So, in 2019, The Snarky Lemon was born.

People always tell me they love my business name and ask how I came up with it. You’d think there would be some epic story, but it was actually easy peasy, lemon squeezy. I’ve always been a snarky little soul (so, there’s the “snarky” part) and one morning, while drinking my coffee and brainstorming, I looked around my kitchen which is completely decked out in lemon decor and it just hit me. I whispered to myself, “The Snarky Lemon.” And boom, here we are!

I honestly was not expecting it to blow up the way it did so quickly. Now, TSL isn’t just an online shop— not only do I get out into the community by vending at local markets, it’s in several storefronts making it even easier for people to shop in person. Currently you can find The Snarky Lemon locally, offering exclusive North Carolina goodness for A Bit of Carolina downtown Fayetteville and we recently expanded and have a booth at Twigg & Co in Aberdeen as well as finishing a new booth at Carolina Peddlers in Lumberton. What began as a way to break free from the traditional boutique world has turned into a thriving brand that just keeps growing. And that’s the most exciting part… seeing how far this can go, connecting with even more people who get it, and continuing to expand and build something that’s authentically me and truly mine.

This brand isn’t just a business or logo— as someone once told me “YOU are the brand”! It’s true. I’ve poured my heart, creativity, and passion into it from day one. It’s a space where I get to make things that feel real, connect with people who appreciate the same kind of humor and boldness, and build something that actually means something. I’ve made so many authentic connections and the community built from this, is absolutely everything to me and I am truly so grateful for my little lemon tribe! If you’ve ever put on one of my shirts and thought, “Yep, this is exactly my mood today”, then you’re part of what makes The Snarky Lemon so special and what it is. And that’s exactly why I do it!

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Smooth road? In small business world, or at least for me, some days it feels like we are off-roading but somehow everything always finds a way to work out.

I think my biggest obstacle when I started TSL, was shifting from running an online boutique where everything was already made – ready to sell – to actually creating and making my own products— something I had always wanted to do. I found that standing out in a crowded market was easy because my designs definitely drew attention but finding my audience took a little more time as my designs and brand are not for everyone.

As it grew from an online shop to storefronts and booths, scaling became another challenge— balancing inventory, fulfillment, and in-person sales while keeping everything high-quality and as handmade as possible.

So while it hasn’t always been smooth, every challenge has pushed me to grow, adapt, and build something truly amazing. And I wouldn’t have it any other way!

As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I create bold, snarky designs, mostly on t-shirts, but also in boutique items. Everything I make is about helping people express their true selves— whether it’s through a witty one-liner, moody graphic, or a thought-provoking statement.

I pride myself on offering snarky and sometimes sweary designs— that’s what makes it unique. I use high-quality screen prints for long-lasting designs, and everything is curated and pressed by me to ensure each piece is personal and top-notch. For the boutique side of the business, if I cannot make it myself, I exclusively source from other small businesses; ensuring my support goes directly to independent entrepreneurs rather than chain retailers.

What I’m most proud of is seeing the brand grow and knowing that people truly connect with my designs. Recently, I was set up at a market and had “fan-girls” but what was so funny was that while they were fan-girling over me and my stuff, I was fan-girling over my fan-girls! That moment made me realize that what I am doing is exactly what I am supposed to be doing and it truly makes my heart happy because TSL isn’t just a business— it’s an extension of who I am: unfiltered, real, and never afraid to be different and that is what sets me apart.

What has been the most important lesson you’ve learned along your journey?
The most important lesson I’ve learned on this journey is the value of staying true to who I am. When I first started The Snarky Lemon, I worried about what people would think and whether they would accept my snarky, sometimes sweary designs. But I quickly realized that when I embrace what makes me unique— my humor, my boldness, and my personality… That’s when the magic happens. I’ve learned that it’s okay to take risks, make mistakes, and that “I am not for everyone” and that that is okay. The people who connect with my brand are the ones who truly appreciate that authenticity. And through it all, I’ve learned to trust the process, be patient, and know that staying real is what will always lead me where I need to go.

Contact Info:

• Website: https://www.thesnarkylemon.com
• Instagram: https://www.instagram.com/thesnarkylemon
• Facebook: https://www.facebook.com/thesnarkylemon