FOUNDING DB4D: Madison Seidel on Philly’s Sweetest Social Club

After graduating from Penn State Berks campus in December of 2023, Dessert Before Dinner founder Madison Seidel wasn’t exactly sure what came next. But after her move to Philadelphia in August of 2024, she found inspiration for her next project. Even though she had graduated with a degree in Exercise Science, she always had a creative streak. “I’ve always been a very social person, always loved to create things,” Seidel explained. After her own move, she recognized how lucky she was to already have friends living in Philly, a privilege not everyone can claim after relocating. She saw the challenges facing peers her age, when making friends after moving to a new city, graduating from college, or just simply living as an adult proves difficult for many people. She says she’s “always felt a calling” to community-based, creative work and that the intersection of these two things inspired her to explore forming her own social club here in Philadelphia.

After asking the opinion of a few friends and posting her potential idea to social media, Seidel received an overwhelmingly positive response and decided to take the leap, launching DB4D with its first BYOC (Bring Your Own Craft) event in March of 2025. She aimed to create a free and accessible event, hosting the first BYOC in Washington Square Park. The event was attended by more than 300 people, despite less than stellar weather, and Seidel recognized just how excited people were by the idea of a crafting social club. Since this first event, DB4B has increased its offerings to 3 or 4 events each month, including the BYOC formula that started it all, and has amassed over 35,000 followers across Instagram and Seidel’s personal TikTok account, where she regularly posts about DB4D events.

When asked about the role social media has played in the success of her DB4D enterprise, Seidel is clear. “I would not have been able to do what I do or be where I am without social media,” she explained. While word of mouth is a major factor in the group’s continuing success, the first push came from social media, where Seidel credits their visibility to being pushed by the algorithm towards the right people, at the right time. Following the viral success of DB4D, Seidel was able to transition to freelance social media marketing full time, helping other clients see results like those she was able to achieve for the group. But social media is only a small part of DB4D’s story.

“Obviously we live in a digital society now and I wanted to reap the benefits of both [social media and in-person connection],” Seidel said. “Bringing those digital friends, that digital world, into real life.” DB4D is the manifestation of that dream. Like many of her event attendees, Seidel recognizes the immense value of fostering a community where you live. “There’s kind of an unmatched feeling to connect with people in real life and have that face to face connection,” Seidel explained. “Now, more than ever, people are relying on that.” If early successes are any indication, DB4B has nowhere to go but up. Seidel remains committed to connecting as many people as possible and hopes she can keep growing the group while prioritizing accessibility, as DB4D stays true to its founding principle. “Everyone is there for the same purpose,” Seidel stated. “To create and find community.”

Seidel at DB4D event this past year.

PHOTO CREDIT: Madison Seidle, Dessert Before Dinner Social Club