Patricia Ann "Trish" Byrd founded Don't Let Up, Inc. in 2007, a company focusing on positive attitude and lifestyle products. She has grown the "DLU" family of companies to include DLU Diamonds & Jewelry, a custom jewelry design company, DLU Apparel, a positive message based clothing company and most recently, after several years in the making, DLU Vodka.

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After the death of her niece Danielle in 2004, Trish decided to quit her corporate marketing job and follow her passion to become a business owner. Realizing that "Life is too Short" she created DLU to facilitate the pursuit of her dreams as well as allow her to actively support causes that were near and dear to her heart. In the spirit of giving back, Trish started a clothing line for cancer patients and family members to support their loved ones which has evolved into DLU Sports Apparel & Clothing and also supplies custom team and sports apparel. Her love of fashion, jewelry, music and entertainment fueled creating DLU Vodka, which premiered at the 2012 Nightclub & Bar Convention and Tradeshow in Las Vegas. Trish was determined to create a premium vodka that was made in the US and would provide a lavish "experience" as well as a smooth and delicious taste.

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The future's roster of new projects and events has everyone at Don't Let Up working double-time, especially Trish Byrd, who couldn't be happier. "Don't Let Up".