CMU students turn connections into a revenue-generating business

Before it became a growing business with revenue, expansion plans, and a first-place finish at Central Michigan University’s New Venture Competition, Linked by Twins started with something simpler: people showing up. Not just once but again.

“Seeing students come back, bring their friends, and turn it into a shared moment made it clear this was bigger than just a product,” said Mark-Allen Gay Jr., a finance and sales double major from Miami, Fla. That moment, paired with a clear growth plan, was when everything shifted.

“It was no longer just something we were building,” he said. “It became something we could grow intentionally across different campuses while still keeping the same energy and connection people were drawn to from the beginning.”

Creating shared experiences

At its core, Linked by Twins is about connection. The business, co-founded by sisters Amelia Morfe and Samantha Morfe, both from Milford, Mich., has generated more than $20,000 in revenue. But for the team, that number represents something deeper than sales.

“The $20,000 in revenue represents validation, but more importantly, it represents real moments with real people,” the team shared. Customers purchase jewelry, but the experience goes beyond the product. It becomes a way to celebrate friendships, mark milestones, and create something memorable together.

“It naturally brings people together,” they said. “You often see groups experiencing it side by side.”

That sense of interaction and the social energy behind it is what continues to drive demand on campus.

A team built for growth

Behind the brand is a team with complementary strengths. Amelia Morfe, a logistics major with a marketing minor, and Samantha Morfe, a business management major, serve as co-founders and co-CEOs, leading strategy, operations, and growth. Sofia Serratos, a fashion and merchandising major with a marketing minor from Allen Park, Mich., leads creative direction and marketing, shaping the brand’s look, feel, and campus presence.

And Gay describes his own role simply: “A little bit of everything.”

Together, the team has built a business that blends operations, branding, and customer experience into something that feels both scalable and personal.

Competition that fuels real-world results

Winning first place at CMU’s New Venture Competition marked a turning point.

“The competition gave us strong external validation and pushed us to clearly define what we are building, why it works, and where it is going,” the team said. More importantly, it opened doors. From mentorship and partnerships to media exposure and connections with experienced entrepreneurs, the impact extended far beyond the competition itself.

“It gave us the confidence to think bigger and move faster,” they said.

That momentum reflects a broader goal of CMU’s College of Business Administration: turning classroom learning into real-world outcomes through applied experiences.

Testing the model at Michigan State

With that momentum, Linked By Twins is expanding. On April 19, the team at Michigan State University launched its first test outside of CMU. The goal wasn’t just sales.

“With our Michigan State launch, we are proving that our model can translate into a completely new campus environment while still creating the same level of energy and connection,” they said. The team focused on more than revenue metrics, measuring success through engagement, word of mouth, and how naturally the experience fits into campus life.

“If it starts to feel like something that belongs there, that is when we know it worked.”

Scaling without losing what matters

Looking ahead, Linked by Twins is aiming for a 20-campus expansion. It’s an ambitious vision, but one grounded in structure.

“We are focused on building a strong, repeatable foundation before scaling,” the team said.

That includes systemizing operations, inventory, marketing, and content to ensure consistency across campuses. At the same time, they are intentional about preserving what made the business work in the first place.

“Growth only works if the energy, the connection, and the overall feel stay consistent.”

Their goal: a model that scales operationally while still feeling local and authentic in every new environment.

Turning classroom learning into real impact

For the team, the New Venture Competition was more than academic exercise; it was a catalyst.

“This competition showed us how powerful it is to take what you learn in the classroom and apply it to something real,” they said.

Through Linked By Twins, they are not only building a business but creating opportunities for other students to engage—whether as customers, collaborators, or part of the brand’s growing presence.

“Central Michigan University’s entrepreneurship program played a big role in that growth,” they said. “It gave us the structure and confidence to take our idea seriously and actually execute.”

And for Gay, that impact is visible every time students show up, connect, and become part of the experience.

“It takes what could feel like a classroom exercise,” he said, “and turns it into something tangible—where you can see the results of your work in real time through the people around you.”