Buzzy Wellness Brand Whimsy Official Has Thrived During COVID—This Pivot Was Key

You asked for more content around business finances, so we’re delivering. Welcome to Money Matters where we give you an inside look at the pocketbooks of CEOs and entrepreneurs. In this series, you’ll learn what successful women in business spend on office spaces and employee salaries, how they knew it was time to hire someone to manage their finances, and their best advice for talking about money.

Photo: Courtesy of Whimsy Official

When Jasmine Lee and Victoria McAbee first launched their business, it looked very different than it does today. In 2018, the college friends turned co-founders pooled their cash, tapped their friends and family, and took on a small amount of credit card debt to jump-start a mobile matcha bar. “Picture two 23-year-old girls hauling around a 7x14 foot concession trailer hitched to a black Ram truck,” Lee and McAbee told Create & Cultivate. “It’s so crazy to think that used to be our lives! It’s actually laughable now.”

After just one year, their mobile matcha bar was so successful they finally had the funds to trade in the trailer for the brick-and-mortar café they’d initially envisioned for their enterprise. Then, COVID hit. In the wake of the pandemic, Lee and McAbee, like so many small business owners, made the tough decision to permanently shut their doors and pivot to digital instead. Now, they’ve turned Whimsy Official into a thriving e-commerce brand, offering their signature Ceremonial Grade Matcha and Glow Getter Collagen Blend, as well as their recently launched Halcyon Botanic Serum, which marks the wellness brand’s first foray into skin-care.

Ahead, the co-founders tell Create & Cultivate all about how the burgeoning wellness brand has pivoted its strategy due to COVID, why going DTC has been key to its success, and the pitfalls of investing too much money in social media marketing too soon.

How did you fund Whimsy Official? What were the challenges and what would you change? Would you recommend that route to other entrepreneurs? 

We’ve been bootstrapping since day one and we’re still bootstrapping now! If we were to find the right investor, we may consider giving up equity, but having full control has always been important to us. As we strive to really position our company the way we want it to be seen and understood, it makes all the financial logistics and planning well worth it.

When we first launched our enterprise, our business looked much different than it does now. For context, we launched in 2018 as a mobile matcha bar called Whimsy. Picture this: Two 23-year-old girls hauling around a 7x14 foot concession trailer hitched to a black Ram truck. It’s so crazy to think that used to be our lives! It’s actually laughable now. That initial concept cost us around $20,000 to start up, and the capital was raised between our own two bank accounts, family and friends, and a small amount of credit card debt.

We would absolutely recommend bootstrapping as plan A. Not only does it teach hands-on financial management skills and resourcefulness, but it also ensures that you’re building something scalable. Going too deep at once (especially for first-time entrepreneurs) can be detrimental for a number of reasons (i.e. too much going on without proper systems and infrastructure to manage it, lots of debt without any plan for ROI, etc.).

Do you pay yourselves, and if so, how did you know how much to pay yourselves?

As of right now, we aren’t paying ourselves. We’re only five months into this business! Although we were fortunate to keep a large portion of our customer base from the mobile matcha bar, launching Whimsy Official has been equally as challenging as starting a brand new business. All of our profit is being pumped back into marketing. 

Would you recommend other small business owners pay themselves? 

It absolutely depends on the industry you’re in and what your overhead and sales look like. Also, it depends on how much money you have in your cash reservoir and whether or not you can budget a salary for yourself. For e-commerce brands, your overhead is typically a bit higher and your profit margin is lower as opposed to operating a service-based business where you keep the majority of your profit (if you play your cards right). So all things considered, it’s very contingent on the situation!

Where do you think is the most important area for a business owner to focus their financial energy and why?

Before launching, branding and product development and/or testing. Brand identity is so crucial in order to visually connect with your audience and ensure that your brand experience is unique and compelling. If your brand doesn’t look the part, it can be harder to secure press, certain retailers, and more. Equally as important as branding is having thoughtful, well-researched products (and third-party tested if needed). Bad products never win the race, but great products always stand the test of time.

After launching, I think that hiring a publicist is an excellent investment, especially if you’re looking for longevity of brand exposure. A lot of brands sink money into Facebook and Instagram ads right away, but that can do more harm than good. Ads can definitely make you a quick buck, but each sale isn’t guaranteed to be recurring, nor is it helping to develop your community. Again, playing for longevity is key! 

What was your first big expense as a business owner and how should small business owners prepare for that now?

Rent! We’ve had our own office space since late 2019, but we decided three months before launching Whimsy Official that we wanted to fulfill all of our own products. No labs, no shipping centers, no third-party manufacturers. It’s imperative to us that we maintain full quality control over sourcing, supply chain, fulfillment, and shipping. That way, we can say with certainty that our company is ethical and sustainable and that we know exactly what ingredients are being used in our products.

To be honest, there really is no way to prepare other than to define a clear plan and start saving money. Had we not had money in the bank, we wouldn’t have been able to move into a new office and buy the supplies we needed to build out our own production facility. Of course, loans and investments are both options, but from our experience, that’s what worked!

What are your top three largest expenses every month?

1. PR

2. Rent for our office and facility

3. Product samples/giftings (we send out crazy amounts of free products to retailers, editors/contributors, and influencers each month!) 

How did you know you were ready to hire and what advice can you share on preparing for this stage of your business? 

With our other business, we had several employees and we just weren’t ready for it! In most cases, over-preparation is valuable, but not when it comes to hiring. It’s best to scale and hire as you grow. Currently, we have no employees at Whimsy Official. It’s just us and our PR team who works as an independent contractor.

Photo: Courtesy of Whimsy Official

Did you hire an accountant? Who helped you with the financial decisions and set up? Are there any tools or programs you recommend for bookkeeping?

We have an annual accountant who helps us file our LLC taxes, as well as our personal taxes, but we do our own month-to-month accounting. We’re lucky to have a pretty manageable amount of expenses, so it doesn’t feel terribly overwhelming. We’re a big fan of spreadsheets! Or any Google document for that matter!

The best tool you can have for learning accounting is to watch YouTube videos on bookkeeping. Learning your way around a pro forma (and how to create one for yourself) is a valuable skill. It really makes you feel like you have all your numbers in check!

What apps or software are you using for finances? What’s worked and what hasn’t?

We originally began working with Quickbooks but decided that we much preferred creating our own pro forma via spreadsheets. It felt more flexible, plus it’s free!

What are some of the tools you use to stay on top of your business financials? What do you recommend for small business owners on a budget?

We like to practice planning for the future, but acting in the now. It’s okay to want to dream big and plan for new things, but sometimes, it’s not always the best thing financially. We encourage small business owners to focus on what you do have instead of what you don’t have. This means to really emphasize making your current offerings as best as they can be with the resources you have, then scaling as you grow. Timing is everything, and money should be treated with purpose! 

Do you think women should talk about money and business more? Why? 

Absolutely! Money is—plain and simply put—just a part of life. There’s so much stigma surrounding the topic of money, but money is just a currency that comes and goes. We believe in using our money and knowledge to help other women rather than using it as an elitism tactic to put them down.

Do you have a financial mentor? Do you think business owners need one?

We don’t! But if we could go back to 2018 when we opened the first edition of our business, we totally would have. 

What money mistakes have you made and learned from along the way?

Well, for starters, when we hired those several employees that I mentioned earlier… huge mistake! Enormous mistake! Granted, we had a plan for all of those hires, but unfortunately, it didn’t pan out as we had hoped. Had we been more seasoned business owners, we do believe that that mistake would have avoided altogether.

What have been some of the hardest money lessons you've learned along the way?

1. Money spends quicker than you’d expect, and you always need a budget mapped out before you spend a single cent.

2. You have two choices: to take the risk or to not take the risk. Always take the risk if it feels right in your gut.

What is your best piece of financial advice for new entrepreneurs?

While it's important to be logical with your money, it’s also important to remember that money is no good just sitting around. It’s meant to be circulated. If you have a great idea and the funds to get it started, take the plunge! If you don’t, you may have a lump of cash sitting in the bank, but the “what ifs” may not be worth it. Listen to your intuition and practice staying in tune with it.

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How to Feel Confident in the Prices You Charge

Photo: Color Joy Stock Photography

When I first started my business in 2016, I wanted to do everything for everyone. I was so concerned about growing a solid list of clients that I didn’t even think to take a second and reflect on the prices I was charging. That first year of business, I loved creating “special offers” to entice prospective clients. The point when I realized my special offer frenzy was a real issue was when I decided to offer 10 hours of support for $50! Don’t do the math, it’s as awful as it sounds. As you might have guessed, I ended up with a bunch of clients, but were they ideal clients who actually valued my work and input? Definitely not! It got to the point where I didn’t even care about the work I was doing for my clients. I had burned myself out to a crisp.

Upon realizing I had reached the point of burnout, I reflected on what, if anything, had driven me to this point. I mean, I could truly say I loved my work and what I was doing for a living. So what was the issue then? In reflecting, I realized I had only myself to blame. By offering these extremely low, discounted offers, I was essentially discounting myself of quality of life. And isn’t a better quality of life the reason why many of us decide to start our own businesses anyway? At that moment, I realized I had to flip my mindset around the prices I was charging. I had to do the thought work necessary to recognize my own biases or mental roadblocks and overcome them in order to truly feel confident in charging the prices my work was worth.

There are six mental blocks that I believe keep you from feeling confident in the prices you charge. Hopefully, you’ll see yourself in one, or perhaps even a few of these. But once you recognize what’s holding you back, the next step is to think of ways you can actively flip your mindset around that mental block. I’ll give a few thought starters to help you with the thinking process.

#1: You’re stuck in an employee mindset when you should be the CEO.

Stepping into a business owner mindset begins with stepping into the role of captain. Take ownership! When people ask you, “What do you do?” Answer with, “I’m the founder/CEO/owner of X business.” Don’t minimize what you do. When going about your workday, don’t get so caught up in “doing the work” and “producing,” which is an employee mindset, and think of your workday from the perspective of, “Is what I’m doing right now helping move my business forward?” You are the captain of your ship, and you decide what is worthy of your time, energy, and resources.

#2: You’re stuck in a lack mindset when you should think abundance.

Your ideal client is looking for you. Don’t get stuck in the mindset that there aren’t enough clients or there are already too many people doing what you do. Come to interactions with potential clients with confidence and an abundance mindset. If a client doesn’t decide to sign with you, it wasn’t meant to be. It doesn’t mean the next person you meet with won’t be your next long-term client.

#3: You’re viewing money as a dirty word versus money as a possibility.

Practice cultivating a more positive money story. What do you believe about money? Do you believe the phrase, “I’m bad with money?” If so, you need to start shifting your thoughts around money and practicing looking at it in a different light. Allow yourself to begin to rejoice in the fact that money is all around you. Tell yourself daily: “Money is all around me.” It may sound ridiculous, but believe me, it can really help.

#4: You’re stuck in this belief that, to be an expert, you need to know the answer to every single question.

Now that’s just impossible. Think about it. In the online space, you are learning forever and constantly growing, as it runs fast and changes quickly. It’s impossible to know everything. An expert knows the system and platform well enough to find the must-know information. You just have to know more than your client. Your purpose is to save them the time spent in finding it themselves. Stop placing unachievable standards on yourself. 

#5: You’re “focusing” on too many things.

When first starting out, it’s easy to fall into the trap of being a “jack of all trades,” but it's better to focus on your skillset. Become a master of your expertise and hone in on your superpowers. When business owners are excellent at their specific thing, people are willing to pay for them to stay in their zone of genius. They understand your expertise and skillset costs money. Don’t lead with a long laundry list of bullet points of deliverables. The clients you are supporting are visionaries. They are looking for outcomes. The things that come easy for us don’t come easy for others. Know you are great at that. Your expertise will shine through.

#6: You’re not going into sales calls prepping as if they are already your client.

Before meeting with any potential client, you have to do the necessary research and prep work, otherwise, you’re leaving money on the table. Nobody wants to work with someone who isn’t looking to support them long-term. They want someone who will be there in the long-run to support their business goals. Clients will be impressed you did your research. Show you’re invested in helping them meet their goals. Are you potentially sabotaging yourself from working with more clients because you’re not going into meetings with the proper research under your belt? Just something to consider. A sales call is also the prospective client’s first impression of you, so you want to present yourself as a service that is already delivering on the prices you charge.

I hope by listing out these mental blocks it will help you, as it did me, to overcome whatever is holding you back in feeling confident with the prices you charge. It’s 2021 ladies. Let’s move forward being compensated as such!

Photo: Courtesy of Tasha Booth

About the Author: Tasha Booth is an agency owner, coach, and podcaster. She is the founder and CEO of The Launch Guild, a course launch support and digital marketing implementation agency supporting established coaches and course creators with course and podcast launches, operations and systems management, and content management and repurposing. Her team is over 20 members strong and works together to support their clients in being able to focus back onto their zones of genius.

Additionally, she mentors virtual support pros (VAs and OBMs) who are passionate and ready to grow their businesses while living life on their own term and is the host of the “How She Did That Podcast,” a podcast for virtual assistants, online business managers, and project managers to learn business and tech tips. Tasha is an Air Force wife to her husband Scott, stepmom to Grace and Meredith, and work-from-home dog mom to Stanly and Boomer. In her spare time, she watches true crime tv, sings karaoke, and tends to her organic vegetable garden.

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How to See the Opportunity Around You (Even When You Feel Defeated)

Photo: Color Joy Stock Photography

Life is about seeing the opportunity around you, stepping into the vision you have for yourself, and embracing the work it will take to get there. 

For me, stepping into the vision I have for myself hasn’t always been easy and there has been a ton of imposter syndrome along the way, but leading is about doing scary things and having faith in knowing you were created to do something amazing. 

One thing I know for sure is one bump in the road doesn’t define who you are, or the impact you are meant to have in the world. In fact, if you let it, one bump, or many bumps can inspire you to take the leap to do more with your life. I know this was the case for me. 

One of my major bumps in the road was when I filed for bankruptcy. I was a single mom and not in a financial place to handle everything that was coming my way. I remember leaving the courtroom after my bankruptcy hearing feeling ashamed and embarrassed, but I knew in my heart there was something more out there for me, I only needed to have the courage to go after it. 

It was then I decided to take a leap, bet on myself and move from Ohio to North Carolina with me, my son, our luggage, my last paycheck, and a rental car. I didn’t have a job, but I was willing to bet on myself and had faith the move would create a better life for us.  I was right. 

When you feel defeated, it is critical to see the opportunity and not let the moment define you, or your future.

1. First, it’s okay to feel the emotions that come with feeling defeated. 

It’s normal during tough situations to feel sad, angry, disappointed, embarrassed, frustrated. It’s important to take the time to acknowledge the emotion, so it can be dealt with accordingly. 

When I filed for bankruptcy, I felt ashamed, embarrassed, and irresponsible. I let myself feel all my emotions, I cried and talked it out. As I worked through my emotions, I began to forgive myself, which allowed me to move forward. 

2. Ask yourself, “What is the lesson I can learn from this?” 

As you face your situation, think about the lessons you can or have learned and how your situation can shape your life for the better. 

Thinking about the lessons I learned was a pivotal moment for me because I realized I needed to make more money and be wiser with my financial decisions around money. I needed to think bigger and rethink my career game plan. This big thinking ultimately is what changed my trajectory and situation creating a better life for me and my son. 

Which brings me to...

3. Think about the opportunity around you to change your circumstance. 

There are opportunities all around us. When you are open to seeing them, you create a whole new set of possibilities for yourself. You have to be able to look outside of yourself, your comfort zone, and be ready to be all in to do what it takes to change your situation.

When I moved from Ohio to North Carolina with no real guarantee anything would work out, this motivated me to apply for jobs outside of my original career field and utilize my full experience. I enhanced my education to help me move up the career ladder faster, I moved into upper management and was part of senior management teams in the C-suite.

 Within a few years, my skill set surpassed several of my colleagues and I became the go-to for troubled businesses that needed help with restructuring and streamlining. This experience ultimately is helping me to build my own seven-figure business and helping other entrepreneurs to do the same.    

4. Create an “I never want to be in this situation again” action plan and follow it. 

When life throws us challenges, it’s important to ask how you can not be in the situation again. Use the lessons you learned from Step 2. Think about the steps you need to take, break down those steps into micro-steps, and take real action to achieve your goals. Don’t delay.  

In my situation, after going through what I went through, my action plan was, and is, now to help me never struggle financially again and to make smart financial decisions for my and my family’s future.  

This has helped me to do brave things like start my business, continuously invest in my growth and development, travel the world, buy my home, become the breadwinner for my now blended family of four, and continue to keep doing big and scary things.     

Remember, life is meant to be lived, so it is never too late to step into the life you want to create and to go after more. 

“When you feel defeated, it is critical to see the opportunity and not let the moment define you, or your future.”

—Brandy Mabra, CEO of Savvy Clover Coaching & Consulting

About the Author: Brandy Mabra is the CEO of Savvy Clover Coaching & Consulting and a business and leadership coach. Brandy has 15 years of business management and leadership experience. She has worked in diverse business climates and has turned hot mess businesses into well oiled and profitable machines with engaged teams. Brandy has spent her career building million-dollar empires and now uses her million-dollar skill set to help herself and other women entrepreneurs to do the same. 

Brandy is the founder of Savvy Foundations, a CEO mastermind helping other women show up unapologetically savvy in their CEO role and build a healthy and sustainable business generating multiple-six and seven-figures. Because The CEO Skill Set is the Million Dollar Skill Set. Brandy loves to travel and spend time with her family, she believes you cannot build a business on fumes and CEO breaks are required. You can follow her on Instagram at @savvyclovercoaching.

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Why This Beauty Entrepreneur Believes Failing Fast Is Better Than Avoiding Risk Altogether

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our series, From Scratch. But this isn’t your typical day-in-the-life feature. We’re getting into the nitty-gritty details of launching a business, from writing a business plan (or not) to sourcing manufacturers and how much founders pay themselves—we’re not holding back.

Photo: Courtesy of Vie Beauty

When Atlanta-based esthetician Jasmine Lewis first opened the doors to her salon, Vie Beauty, she didn’t have any intention of pursuing a long-term career in beauty. After graduating from Clemson University with a degree in biological sciences, she enrolled in esthetician school and started her salon as a side-hustle to save money for medical school. However, as she worked toward her esthetician’s license, she discovered the deeper connections between biology and beauty and found that it was possible to pursue both of her passions at the same time. So she pivoted.

Then, last year in the midst of the coronavirus pandemic and COVID-induced shutdowns that impacted her small business, Lewis pivoted yet again and launched Vie Beauty’s first product, 30Roses Hydrating Rose Water. “I had developed my own rose water spray to use on clients and kept receiving requests to purchase the spray—that was my ‘aha moment,’” she told Create & Cultivate. “I had every intention of scaling my business, and the rose water spray seemed like the perfect place to start.” And the pandemic presented the perfect opportunity for her to take the plunge.

Below, the up-and-coming beauty entrepreneur spills all the details behind how she built her blooming business, including why she believes it’s always better to fail fast and learn from your mistakes than avoid taking risks altogether.

Take us back to the beginning—what was the lightbulb moment for your business?

Like many people, I was stuck in a job that wasn’t the right fit for me. My family and I were in the midst of a traumatic experience, and my job at the time would not allow me to travel home to be with them. At that moment, I realized I needed to pursue something different, something I was truly passionate about and could create on my own.

I have owned my beauty studio for several years serving clients as an esthetician, and rose water has become an essential part of my services. I start each appointment by cleansing the client’s face and then applying rose water to hydrate the skin. I had developed my own rose water spray to use on clients and kept receiving requests to purchase the spray—that was my “aha moment.” I had every intention of scaling my business, and the rose water spray seemed like the perfect place to start. And thus the 30Roses Hydrating Rose Water was born.

Did you write a business plan? If so, was it helpful? If not, what did you use instead, and why did you take that approach?

I had a very loose business plan when I started my beauty salon. The salon started more as a “side hustle” to save money for my then-goal of medical school, and it transitioned into something greater.

But this year, prior to the launch of the 30Roses spray, I spent more time creating a structured business plan. I created an outline of my business goals with a timeline because I needed a road map to see where I was going and the different milestones that I wanted to hit in that time frame.

How did you come up with the name? What was the process like and how did you know VieBeauty was the right name? What are some of the things you considered during that process, and what advice can you share?

Vie means “to be alive” in French. I believe in choosing life in every aspect of the choices you make, to be alive and fulfilled in all things that bring you joy. The skin is the largest organ of our bodies and seemingly is what keeps us alive. This is why skin health, proper skin education, and being mindful of the ingredients we put on our skin is so vital to living. Also:

• The VI in Vie Beauty is the Roman numeral for 6, which represents the month that both of my grandmothers passed away.

• Our pink logo is inspired by breast cancer awareness, as one of my grandmothers passed away from breast cancer.

I knew Vie Beauty was the right name for my brand because it represented everything I stood for and my “why.” My grandmothers were my whole world, and they are now at the core of my brand. I played around with name ideas that incorporated my name, but it just did not resonate with me. Vie really stuck with me and I felt like it would stand against the test of time. I could picture Vie Beauty as a global brand that could expand into something much more. When thinking of a company name, my advice would be to think long term; think of your 10-year goals for your brand instead of focusing on the now.

When deciding on my business name, I took into consideration whether or not the name was taken, the accessibility of the name, how easy it was to spell and search, if there were any other brands working under the same name, how it looked on paper, how easy it would be for others to remember, and the way the name sounded. Be sure to check for trademarks and search social media to make sure no one is operating under the name you want. Make the name unique to you and your story as well as the mission you want to achieve. But make sure it’s not too difficult to remember, spell or pronounce; you want your business to be very easy for customers to remember.

What were the immediate things you had to take care of to set up the business and what would you recommend to new founders reading this right now?

The items at the top of my list were an Employee Identification Number (EIN), LLC filing, a Google listing, my website domain, and my social media handles across all platforms (even ones that I might not have used initially, just for name security purposes). These are all crucial to secure as a founder of a new business.

I also recommend securing the variations to your domain name (i.e. .org, .co, etc.), your trademark, and any other names that you feel you would like to associate with your brand. It’s an extra layer of security for your business.

What research did you do for the brand beforehand? Can you explain how you found and compiled that research? Why would you recommend it and why is it important?

I started by researching my competitors as well as brands I admired that were doing well and creating some sort of impact in the industry. I didn’t just stick to the beauty industry with my research; I looked at brand strategies in other avenues such as tech to see what made them successful. I religiously read and researched trends and created specific verticals in my research regarding my target audience. I primarily used the internet (aka Dr. Google), my network of supporters, books, and podcasts like “How I Built This” by Guy Raz and “Side Hustle Pro” by Nicaila Matthews Okome. I also used platforms like Pinterest to create mood boards for things I liked and didn’t like as I built the brand. And prior to launching the 30Roses rose water, I got feedback on the product through a series of collaborative pop-ups to test the market. Researching is crucial because it can answer questions that you didn’t even realize you needed to know.

How did you find the manufacturer/production facility that you use? Did you have any bad experiences? What did you learn, and what advice do you have for other founders looking for a trustworthy manufacturer?

I thoroughly researched manufacturers online (aka Dr. Google) and found my current manufacturer through extensive research. I actually had a bad experience with the first manufacturer I used, as they took an extremely long time to develop the product and it still wasn’t up to the quality standards that my customers deserve. Overall, I learned to ask more questions during the vetting process. Get clarity on the scope of work and make sure EVERYTHING is in writing; contracts are essential for every working relationship you have. Get plenty of references, request samples, test and research, research, research before selecting a manufacturer.

Did you self-fund the company? If so, how did you bootstrap it? Did you do a friends-and-family round? Or did you raise seed money or initial investment money? What path would you recommend?

Vie Beauty was completely self-funded—it was primarily bootstrapped through savings, the profits from my beauty studio, and family gifts. The funding route you should choose depends on the rate that you’d like to grow your business. If you are trying to grow quickly, you should aim to raise money and secure investors. But if you are willing to move at a slower, steady pace, it is completely fine to go the bootstrap route. Keep in mind that when you bring on investors, you also lose part ownership of your business; you are no longer the sole owner. On the other hand, investors often provide mentorship and guidance as you grow the business. So it all depends on your goals.

How much did you pay yourself in the beginning?

Like many new entrepreneurs, I actually do not pay myself. I reinvest everything back into the business and paying my team.

How big is your team now, and what has the hiring process been like? Did you have hiring experience before this? If not, how did you learn and what have you learned about it along the way? What advice can you share?

I have an extremely small but mighty team. I do work with contractors for some aspects of the business, but the blood, sweat, and tears are all me (although, my husband does step in from time to time). I had a little hiring experience from previous jobs, but my advice is to thoroughly vet the people you want to work with and make sure they align with your values and goals.

Did you hire an accountant? Who helped you with the financial decisions and set up? 

I do work with a CPA, but I make my own financial decisions. I recommend working with a CPA to get guidance on the financial aspects of your business, especially for tax purposes. There are a few websites that provide amazing advice on accounting and bookkeeping, like Bench. You can also find people on Fiverr that will help get your books in order or work on an on-going contract basis.

What has been the biggest learning curve during the process of establishing a business? What mistakes have you made?

The biggest learning curve for me was planning ahead and developing an overall strategy. I did not plan for the extreme level of growth that Vie Beauty has had, and at times, I shelled out more money than I should have. For example, I’ve had to pay almost four times the cost of shipping to get something rushed over from my manufacturer or even paying for rush jobs if I had planned ahead, I would not have had to face that type of situation. Having a plan in place is better than trying to wing everything on the spot. Always plan for the best-case scenario and the worst-case scenario.

Also, don’t be afraid to ask questions and ask for help. Oftentimes, your network is more than happy to help you and provide the answers you’re looking for. I still struggle with asking for help, so a lot of times, I am not maximizing my time to its full potential. Also, you need to accept that you’re not an expert in everything and learn to be okay with that. Operating in your zone of genius allows you to perform at your highest power. I tried to build my own website on numerous occasions and it was terrible every time. I believe in hiring experts who can fill in those gaps for you. After hiring a professional to design my website, I saw major growth within my brand and also my social presence. So now I am more confident in showing up.

Do you have a business coach or mentor? How has this person helped, and would you recommend one?

Yes, I do have a few business mentors and I definitely recommend having one or two: one in your industry and another in a different one. Business strategies are pretty similar across industries, they are just applied in different ways. For example, the art of maximizing human attention can be applied to any industry across the board that has a social presence. Oftentimes, you can find mentors in your close network that are willing to give you solid business guidance. Look to the people you already know when starting the search for a business mentor.

How did you promote your company? How did you get people to know who you are and create buzz? What challenges have you faced?

Social media and referrals have been my biggest marketing tools. I actually learned a lot of marketing strategies when running my beauty studio, so I already knew quite a bit about how to promote Vie Beauty prior to launching. About 30% of my business’s income comes from marketing efforts. The biggest challenge so far has been Facebook ads; I wasn’t very well versed in Facebook advertising or creating a paid social strategy. Thankfully, I have experts on my team to assist me. Resources like Create & Cultivate have also been very beneficial as I navigate the marketing process.

What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do asap?

The most important thing I could’ve done was getting a trademark and patent. I am in the process of securing those right now, but I wish I had done it prior to launching because it can take a long time to get approval.

For those who haven’t started a business (or are about to), what advice do you have? 

Come out strong and don’t cut any corners. You might be hindering yourself from success by not initially presenting the best product possible. Take risks and don’t be afraid to fail. It’s always better to fail fast and learn from it than to avoid risks altogether. Always aim to be better than you were yesterday, and stay laser-focused on your goals, plans, and brand mission.

What is your number one piece of financial advice for any new business owner and why?

My biggest piece of advice is to secure capital. You have GOT to spend money to make money, so consider your funding options before launching your business.

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why?

If I could go back to the start, I would tell myself to create a solid plan and strategy, don’t cut any corners, and start out strong! Also, be patient with yourself and your process. Your journey is not like anyone else’s journey. Use grace as you learn to navigate the entrepreneurial space and always speak life and bounty over your business.

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Want to Land Your Dream Job? 3 Tips to Get You Closer to Your Career Sweet Spot

Photo: Color Joy Stock

I’ve been helping students, peers, and friends figure out their education and career journeys for nearly fifteen years. I don’t have all the answers, but I’ve learned a great deal about how to craft my own destiny since entering the workforce, despite what at times has felt like I’ve strayed from my course.

Throughout my career journey, I figured out what skills I needed to develop and found a way to pursue my passions, even when my full-time role wasn't exactly my dream job. By taking on different responsibilities and learning opportunities, and by shifting to a different mindset, I continued to set myself apart and diversify my skill set. I’ve relied on some simple career tenets in the companies and roles I’ve had for over a decade—even if they were subconscious at the time—and it’s not surprising that we’re teaching students some of these things through my work at HIVE DIVERSITY.

Regardless of where you are in your own career journey—whether you’re just starting out, thinking about a pivot, or just aren’t exactly at your end goal quite yet—here’s my advice for ensuring you always grow closer to your career sweet spot.

1. It’s okay to accept a role that’s not the job.

This advice may seem obvious since there are many people who aren’t in their dream jobs. However, I’m not guiding you to open the floodgates to start considering anything and everything. If you can envision a path to the role you want from the role you’re considering, it might be worth a shot rather than waiting for the perfect job, especially in a challenging market. I graduated from college during a financial downturn, so I’ve experienced what it’s like to start or pivot a career during a period of uncertainty. I wasn’t in a position financially where I could go too long without a job, so I eventually accepted a role that wasn’t related as closely to my major and to what I wanted to do, but where I could see a path to getting there.

Fast forward to today, and I’m the chief operating officer at HIVE DIVERSITY, a career development and recruiting platform which brings together one unique community of students and recent graduates with employers who value diversity. Our students learn about career development from five levels of gamified content, videos, and resources, which take them from college major and career planning through interview prep. As part of our guidance on selecting a post-grad role, we advise students “as long as the job is not just ‘anything’ it doesn’t have to be everything… just a step in the right direction.” Of course, if you get your dream job, that works, too!

2. Adopt a “yes, and” mentality.

A big part of my work and life approach is informed by design thinking, a human-centered approach to solving problems. To aid in idea-generation, design thinkers will often call upon the mindset of “yes, and” (also used in the world of improv), which involves accepting and building on new ideas, rather than saying no to them. In my experience “Yes, and…” has meant finding something worth accepting in anything that comes my way, and then adding my own spin on it.

When it comes to your career and helping to get closer to what you want and value, “yes, and” can be a great way to ensure you’re not closing doors too quickly that might lead to something useful. A few years ago, I was in a fast-paced customer-facing operations role with a lot to manage and little time to do it. When I was asked to add a new daily task to my to-do list, my initial instinct was to say “No, but…” which I pivoted to a “yes, and.” Yes, I took on the ongoing task, and I amended the ask so that I improved the process itself. I recognized that adding my own twist of process improvement would be a résumé-builder in itself. Not only did this new task eventually take a lot less time to do, but I was able to find value in the initial idea that was sent my way.

3. Proactively seek or create opportunities to work on things you’re interested in.

As you’re on your journey to career nirvana, look for ways to work or volunteer in the areas you’re most interested in if it’s not exactly what you’re doing full-time. You might be in a company you love but not in your dream department or functional area. Or, you might be considering an individual contributor role, and you know that you want to build leadership experience to get the job you’ve always wanted. If you have the capacity to take on additional projects or learning opportunities, don’t be afraid to seek them out!

As part of a rotational training program at a company I was excited to work at, I’d learned that there was a department specifically focused on technical project management—something I’d been exposed to and wanted to build on. Through demonstrating interest and an informational meeting with the department head, I ultimately was able to rotate to that department. I love leading teams, so when I took on a subsequent role where I could expand on technical skills without being a people manager, I sought opportunities to lead. Given my interest in diversity and inclusion, I volunteered to be on the leadership team of two employee resource groups: another vital “extra” role that clinched my experience in both D&I and leadership at once!

Ultimately, I’d built up a portfolio of experiences that caught the eye of my partner and HIVE founder, Byron Slosar. Building on my work across operations, career services, process improvement, diversity and inclusion, leading teams, and more, I wound up being the perfect fit for HIVE DIVERSITY and vice versa.

If you’ve spent time learning what you want, it turns out you already have the tools to get there. Take chances, be proactive, and work with what you have. The rest will follow.

“When it comes to your career and helping to get closer to what you want and value, “yes, and” can be a great way to ensure you’re not closing doors too quickly that might lead to something useful.”

—Dakotah Eddy, Chief Operating Officer, HIVE DIVERSITY

About the Author: Dakotah Eddy is the chief operating officer of HIVE DIVERSITY, a digital recruiting platform that connects employers with a unique community of graduates that represents what diversity in the workforce is supposed to be. Prior to joining HIVE DIVERSITY, Dakotah was an operations leader for Victoria's Secret Beauty, where she served on the leadership team for the women's and Black associates' diversity and inclusion groups and completed the Inclusive Leadership Development Program. Dakotah received her MBA from Cornell University's Johnson Graduate School of Management with a focus on Strategy, Marketing, and Technology.

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This Founder Launched Her Jewelry Line With Just $100—Now It’s a Michelle Obama Favorite

You asked for more content around business finances, so we’re delivering. Welcome to Money Matters where we give you an inside look at the pocketbooks of CEOs and entrepreneurs. In this series, you’ll learn what successful women in business spend on office spaces and employee salaries, how they knew it was time to hire someone to manage their finances, and their best advice for talking about money.

Photo: Courtesy of Chari Cuthbert

Last year, ByChari founder Chari Cuthbert made headlines everywhere. After former first lady Michelle Obama donned one of Cuthbert’s designs, a delicate gold chain spelling out “vote,” during her speech at the 2020 Democratic National Convention, everyone from Vanity Fair to Forbes wanted to know more about the designer behind the necklace—and, of course, add it to cart. In just two days, Cuthbert sold a staggering 4,000 pieces, when, on a typical day, she would receive about 200 orders.

But don’t call her an overnight success. Cuthbert has been hustling for years to get to where she is today. In fact, she started ByChari with just $100 in her bank account and didn’t pay herself for the first four years (!) she was in business, instead, reinvesting every dollar she made back into the company. “I started relatively small and would buy enough materials to make exactly what I needed,” the founder tells Create & Cultivate. And it’s safe to say her slow and steady strategy has more than paid off.

Scroll on to learn more about how the successful founder built and scaled her sought-after jewelry brand, including why she urges prospective small business owners to follow her lead and “build a strong infrastructure and scale from there.”

How did you fund ByChari, and would you recommend that route to other entrepreneurs? What advice can you share?

I started ByChari with $100 in my account. I started relatively small and would buy enough materials to make exactly what I needed. For the next year, I would re-invest the profit from my sales back into the company. I wish I would have saved more to start, but then again, I started so small and really wasn’t focused on building a company but more on having a creative outlet. 

How much did you pay yourself in the beginning?

Honestly, very little. One of the first things I did was hire a good CPA to advise me. I paid myself enough to cover my personal expenses and kept as much money in the company as possible. 

Would you recommend other small business owners pay themselves?  

I didn’t pay myself for the first four years I was in business, but it was important for me to take care of myself. I think all business owners should be honest about the time they are investing and commensurate themselves accordingly. 

Where do you think is the most important area for a business owner to focus their financial energy and why?

I think it changes as the company grows. In the beginning, it was inventory, and as the company grew, it was growing a staff and investing in my team. Now we focus on inventory and marketing. 

What was your first big expense as a business owner and how should small business owners prepare for that now? 

My first big expense was digital marketing. I knew it would be a crucial step in growing the business, but it was nerve-wracking making that first payment. Once we had a strategy in place, I made sure that we had ample savings and felt 100% confident in the spend. 

What are your top three largest expenses every month?

Digital marketing, inventory, and employees.

How did you know you were ready to hire and what advice can you share on preparing for this stage of your business? 

When I was working 18-hour days and still not able to accomplish everything I needed to. I knew I would have to watch my overall expenses in order to bring on an employee, but it was so important for my mental and physical well-being to get help. 

Did you hire an accountant? Who helped you with the financial decisions and set up?

When I started the business in Hawaii, I did everything myself. Once I decided to move to L.A. and focus on growing the business, I hired a CPA who helped me with the transfer and California set up. I now work with a financial firm that oversees all of my expenses, budgeting, and spending. Best thing I ever did!

What apps or software are you using for finances? What worked/what didn’t?

I started with QuickBooks from the very beginning. 

What are some of the tools you use to stay on top of your business financials? What do you recommend for small business owners on a budget?

Honestly, QuickBooks. No matter how big or small your company, being organized financially is so important. You can get the essential version for under $30/month. 

Do you think women should talk about money and business more? Why? 

Yes, now more than ever. There are more women run-businesses. We all have the same or if not similar challenges. There is no shame in making mistakes or miscalculating, but not taking the opportunity to ask for help or advice is an even bigger miss. Women need to support each other in any way possible. 

Do you have a financial mentor? Do you think business owners need one? 

I don’t have a financial mentor, that’s where my firm has come in. They have become an extension of my work family, more than a team that just crunches numbers for me. However, having someone to speak with about money is important, even if it’s a parent or close, trusted relative. 

What money mistakes have you made and learned from along the way?

In the beginning, I definitely overspent on materials without having a proper plan.   

What have been some of the hardest money lessons you've learned along the way? 

Managing cash flow. It is so important to constantly be aware of what is coming and going out of your account. 

What is your best piece of financial advice for new entrepreneurs?

Start slow and steady. Build a strong infrastructure and scale from there.

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4 Ways to Adapt to a Chaotic Work-From-Home Environment and Still Get Things Done

Photo: Ketut Subiyanto from Pexels

So you’ve gone from working out of your Pinterest-worthy office to a corner of the spare bedroom hoping the kids don’t barge in? While we’re all still learning to navigate this weird Groundhog Day-esque situation, we’re also figuring out how to adjust to the new way of working the pandemic has pushed us into. 

Right now, working from home is the rule—not the exception—which means the line between home and work has never been thinner. However, there are a few things you can do to help you navigate this new way of working and maintain your sanity! As someone who has been working remotely for years (and mom of a newborn!) here are my top tips for adapting to your work-from-home environment while maintaining productivity.

1. Create a daily routine that establishes work hours and family/life hours.

Sure, no one would technically know if you lived in pajama pants all day and maybe even finished working at 11 pm… but is that what you actually want? Not only can it hinder your productivity, but it can also make it harder to relax when you’re not on the clock. Working from your bed, for example, can hinder sleep when the time comes to wind it all down. 

Because of the current lack of external structure like a commute or office culture and community to separate work and home life, it’s important that we create a working structure for ourselves. The first big thing you can do to create structure when working from home is to set work hours and stick to them. Pick the times of day that you’ll dedicate to your work, and focus on work during that time. And when those hours are over, focus on your life beyond work! 

2. Use apps and tools that let you save ideas verbally. 

When you’re working from home, there may be distractions you didn’t experience in the office. For example, many of us are navigating work-from-home with kids at home. It’s easy to lose your train of thought or forget what you’re supposed to be working on when you have to keep one eye on your children and one eye on your work—but it’s possible to find balance and stay on track! 

Try using apps and tools that allow you to take verbal notes. Apps like Voxer allow you to record voice memos for yourself and other members of your team to secure your thoughts quickly in the moment. You can also use voice-to-text on Slack to take notes for yourself or others, or voice memos on your phone to record important memos for yourself. 

3. Set a priority list at the beginning of the week. 

Starting the week with a list of goals can help you stay on track. Set aside an hour or two on a Sunday night or Monday morning to map out the week’s priorities and tasks. When distractions pop-up during the week—which is inevitable—you’ll know how to bring yourself back. This also allows you to check work items off of your list and visually see your work moving through the week so that you’ll know exactly what you’ve done and what you still need to do. 

You can keep your list organized in a project management tool like Asana or ClickUp, in a personal planner or notebook, or even on an old fashioned whiteboard. All of these methods allow you to easily see your work in front of you and know exactly where you’re at, regardless of distractions. 

4. Build a feel-good practice into the end of each day.

Navigating working from home can feel isolating, frustrating, chaotic, and boring all at the same time. Making time to fill your cup will ultimately help you to feel better, work better, and get more done. At the end of your workday, make some time to do something that relaxes you, brings you joy, and takes you out of “work mode.” 

You could go for a walk, drink some tea on your porch, practice some yoga, read a good book, or even play a game. The possibilities are endless, but whatever you do, make it something that recharges your battery and allows you to unwind from your day. Your work—and your physical, mental, and emotional health—will be better for it. 

Remember, even though working from home can be overwhelming, it’s all about finding the right routine that brings some semblance of balance into your life. Your routine might be different from the next person’s, and that’s okay! It’s all about finding something that helps you work through the struggles and distractions that working from home—or living at work—can bring. 

“Navigating working from home can feel isolating, frustrating, chaotic, and boring all at the same time. Making time to fill your cup will ultimately help you to feel better, work better, and get more done.”

—Cait Scudder, Entrepreneur

About the Author: Cait Scudder is a former high school teacher-turned-entrepreneur whose work has been featured in Forbes, Fast Company, Business Insider, and more. An internationally-recognized online business expert, Cait is a TEDx speaker, host of the “Born to Rise Podcast,” and CEO of a seven-figure company—and she’s on a mission to reach and empower ten million driven, bold-hearted women so they can uncover their zone of genius and use it to create profitable, purpose-driven businesses that change the world. You can follow her on Instagram @caitscudder.

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Vision Boarding Your Future: A Creative Approach to Planning Your Finances

Photo by Andy Art on Unsplash

People who can visualize themselves accomplishing something are more likely to make them happen. This technique, called visualization, is the practice of creating a mental image of a future event or outcome and envisioning the process of how to make it happen. Used correctly, visualization can be a powerful, creative tool to help you accomplish your goals in life – especially your financial goals. 

Visualization works by training the brain. By rehearsing your future behavior and the actions you will take to make your desired goal a reality, you prepare yourself to effectively carry that thought into action. Just like exercise, the more you visualize something, the stronger that vision becomes and the more confident you are to follow through on that action and turn your goals into reality.

Finding success with visualization takes commitment. You need to set aside time every day to visualize yourself hitting your goals if you want them to become a reality, which is why creating a vision board can be such a useful tool to create a consistent visualization practice, and help you (finally!) get your finances in check this year.

Personal financial educator, Tiffany “The Budgetnista” Aliche teamed up Ally to share a creative approach to planning your finances through vision boarding during her workshop at the recent Future You digital festival. An award-winning teacher of financial education, “The Budgetnista” is an Amazon #1 bestselling author of The One Week Budget and the Live Richer Challenge series. She's also a contributing editor for Next Advisor.

Read on for Tiffany’s tips to create your own vision board to help you plan for your financial future. Because it’s not just enough to decide on a goal – you have to take action to fund it. 

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Tips to Create Your Vision Board

Tip #1 – Define Your Goals

It's very difficult to get to a place unless you have a specific destination in mind. If I were to give you a plane ticket and tell you to use it wherever you want it to go, it's going to be very difficult for you to enjoy that plane ticket without choosing a specific destination.

Tip #2 – Your goal should be positively aligned

Steer away from what ‘not’ to do. If you speak in the negative, you see the negative. Instead, speak in the positive and use affirmations to articulate your goal. For example, rather than say ‘don't work so much’ or ‘work less,’ instead say ‘spend more quality time with family and friends.’

Visualization in the form of positive-outcome predicting can have a huge impact on how we shape the course of our lives. A 2016 study shows that this type of thinking drastically reduces unproductive worry-mentality and decreases stress.

Tip #3 – Be Specific

Visions start in your head, then come out through words, and then actions, which is why it’s important to be specific.

For example, let’s say you want to start setting aside money. For what? Where are you going to put it? How much at a time will you save? At what frequency or cadence will you set the money aside to save (weekly, monthly, with each paycheck, etc)? How will it be transferred or put aside? For how long or until when?

Include all of these steps on your vision board to really solidify your goal, so you can then take action towards that vision.

Tip #4 – Find Your Inspiration

Look for things that inspire you – or even people who inspire you – and what will keep you inspired. Look for images that are aligned with your goal, write down affirmations, and again – be specific!

Get creative! Your vision board is a visual representation of who you are creatively, so consider cutting out magazines, using stickers, etc. Use elements and stimulus that will inspire and empower you long term.

Tip #5 – Lay it Out

You might look at your board and realize you want to be able to see the inspiration that is directed towards one area of your life. Consider segmenting your vision board (i.e. a ‘personal’ section and a ‘professional’ section) to keep yourself inspired by the goals you’re working towards in that particular area of your life.

Tip #6 – Keep it in Sight

Place your vision board somewhere that you will see it regularly – your office or workspace, your dining room, or even a hallway or a bathroom. You need to be able to SEE it often. Being reminded of your goals every day helps create the motivation to achieve them.

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Savings Tips to Fund Your Vision

Tip #1 – Emergency Fund

In order to fund your big goals, you must have security and a financial cushion. Your first line of defense is always, always your emergency fund. It's very difficult to leap from an unsafe space. If you're not feeling comfortable and safe, it's going to be very hard for you to level up closer to your goal. Leverage technology, like Ally Bank’s smart savings tools to create an emergency fund. Knowing that you have a safe space to land will help lead you towards your dreams more boldly.

Tip #2 – Charitable Giving

Give your money purpose. I truly believe that giving activates abundance. Charitable giving is doing something for no return for someone else – that's it. So, whatever that looks like for you. Because what you're really saying is I am giving from the overflow of my life, and acknowledging I have overflow is acknowledging that I have excess. And sometimes that's also just giving time and energy!

Tip #3 – Use Your Vision Board

Using the tips above, revisit your vision board often and update it as you (and your goals!) begin to grow. When you are actively working towards your goal – which oftentimes means funding that goal – it makes it seem real and more attainable.

To learn more about Ally, visit ally.com

Ally Bank, Member FDIC

Yes, You Can Actually Make Money on Instagram—Here’s How I Did It

Photo: Color Joy Stock

How do people actually make money on Instagram? 

It’s a question you’ve probably asked yourself as you scroll through your feed. The bad news is that there is no one way, the good news is that there are so many options and you don’t have to be a model or celebrity to make it work. You may think that making money on Instagram is reserved for the rich and famous, the Kardashians of the world, or those fashion bloggers who get millions in commission each year, but there is space for you too!

I wanted to have a side hustle beyond real estate, I wanted to bring in extra income and feel more in control of my finances. I built a large Instagram following by that time teaching women about personal finance and real estate. People asked me all the time how I monetized my Instagram, so I launched a product to teach people just that.

There are many factors to consider when you want to make money via Instagram. However, there are a few things you can focus on to get yourself in the right place to start creating revenue from your account and allow your audience and engagement to grow. Here’s how I did it—and how you can too.

1. Remember, First Impressions Are Everything

You may think that your images and content are what get people’s attention (which has some truth to it), but the true first impression is your bio and profile picture. When you are putting your bio together, make it concise and have a clear call-to-action pointing to your website. When anyone visits your page it should be crystal clear who you are and what you do. Make sure your link goes directly to your sales page so it’s beyond easy for your audience to make the decision to buy what you offer. Additionally, after your bio description is squared away, make sure you have a professional photo or a high-quality logo as your profile picture.

2. Bring Value

Your content is everything! If you aren’t giving thought to what you post about or share on your stories, you aren’t doing your audience or yourself any favors. But what is valuable is content that not only provides information to your niche but also is entertaining, educational, or brand-oriented. Find what resonates with your audience and showcase your expertise in order to brand yourself as an expert. If you need help coming up with content, study the popular pages of your niche. Take note of what goes viral and upcoming trends and use it for inspiration, but make sure it’s true to you. The last thing you want is for your content to be a carbon copy of someone else’s.

3. Focus on Client Conversion

Your audience is just an audience at the end of the day. While the number of followers you have is important, your biggest priority should be turning your followers into paying clients or customers. But how? It’s about the choices you make when it comes to your content. This content should provide details of what you're selling, social proof, and testimonials in order to build trust with your audience. When your following sees real people having real results from something you offer, that creates trust. Your following needs to know the details of your product or service and you need the reviews to back up your claims. It’s all about credibility and trust when it comes to Instagram. 

4. Be Careful When It Comes to Partnerships

Not all brand partnerships are a good fit. You may get caught up with the dollar signs, but a partnership that isn’t aligned with your brand can impact your reputation and can cause followers to lose trust in you. You can never make everyone happy, but if you do decide to take on brand partnerships, particularly paid ones #ad, make sure you carefully consider the pros and cons of that specific company and the timing. 

Any person or company that tells you that you can pay your way to a lucrative Instagram presence is scamming you. I made $100k in 90 days on Instagram with only one product. That’s not typical, but it also wasn’t handed to me. I found a hole, I created a solution, and people came running. That’s what it takes to monetize your Instagram, instead of thinking of it as the answer to your problems consider it as a tool to let people know how capable you are and why they need your service or product.

I’m not special, I didn’t do anything miraculous. I just showed up and shared my story and my expertise and people started following along. If you are passionate about learning more about personal finance and taking control of your financial story, I’d love for you to follow along. 

“While the number of followers you have is important, your biggest priority should be turning your followers into paying clients or customers.”

—Ariel Adams, Digital Selling Expert

About the Expert: Entrepreneur Ariel Adams is a dynamic 26-year-old social media expert and realtor who uses her online presence to encourage financial literacy. Known as “The Money Realtor,” this Virginia-based businesswoman launched several online courses and e-books that focus on helping budding entrepreneurs monetize their Instagram. It only took her 90 days to generate over $100,000 in sales through social media alone.

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These Forbes 30 Under 30 Honorees Made One Major Money Mistake When Setting Up Their Business

We know how daunting it can be to start a new business, especially if you’re disrupting an industry or creating an entirely new one. When there is no path to follow, the biggest question is, where do I start? There is so much to do, but before you get ahead of yourself, let’s start at the beginning. To kick-start the process, and ease some of those first-time founder nerves, we’re asking successful entrepreneurs to share their stories in our series, From Scratch. But this isn’t your typical day-in-the-life feature. We’re getting into the nitty-gritty details of launching a business, from writing a business plan (or not) to sourcing manufacturers and how much founders pay themselves—we’re not holding back.

Photo: Courtesy of The Creative Label

When Aisha Marshall and Destinee Dickerson received the very first check made out to their creative agency, The Creative Label, there was just one problem—they couldn’t cash it. (Yes, you read that correctly.) As it turns out, the co-founders hadn’t quite gotten around to setting up a bank account for their burgeoning business. “We were two entrepreneurs with a passion and a purpose; creating amazing work was a higher priority than creating a business banking account,” Marshall and Dickerson told Create & Cultivate. “In fact, creating a business banking account was so far down on the list it wasn’t even on the list! We never thought to create one until that moment.“

Needless to say, they added “open a business bank account” to their to-do list and have been cashing checks ever since. Today, the best friends turned co-founders (not to mention, Forbes 30 Under 30 honorees, NBD) are at the helm of a sought-after, full-service branding agency that pushes creative limits and specializes in public relations, branding, and marketing. They’ve even expanded their business to include an aptly named podcast, The Label, in which they share valuable industry insights into everything from how to make money on social media and monetize a podcast to how to implement the latest marketing trends into a business strategy.

Here, Marshall and Dickerson share how they built their business from the ground up, including the crucial mistakes they made and learned from along the way.

Take us back to the beginning—what was the lightbulb moment for your business?

The lightbulb moment for our business was when we realized how big of a role self-work and an abundance mindset plays into not only being a successful business owner but also leaders of our team. 

It all started when we went to the Fast Foundations Mastermind. Des and I were beyond excited to jump right into working on our business, finding out the tricks to scaling and networking like crazy. That’s not what happened on the first day. The first day was entirely self-work. Admittedly, during the first few exercises, I was irritated thinking “How does this apply?” I’m embarrassed at how wrong I was.

Some of the work we did that day showed me why we had the employees we had, why we were working with the companies we were working with, why we were making the money we were making, and ultimately, why we weren’t showing up as our highest self each day. Realizing the correlation between business and self-work was a mind-blowing moment for me. 

After that initial first day, we committed to applying what we learned throughout each facet of business and life. We hired a business coach, Cayla Craft who focused solely on the inner-work and money mindset. Once we put into practice both the teachings from FFM and Cayla Craft, that’s when our business boomed. That’s a moment in business I don’t think I’ll ever forget. 

Did you write a business plan? If yes, was it helpful? If no, what did you use instead? Why did you take that approach?

We attempted to, but it kept getting reworked. We started off as a branding agency, but we quickly realized that after you completed the project, you passed the client off. We wanted to be different. We wanted to be your in-house, outsourced agency. So as we added on more services the business plan began to change. 

Something else that has been so influential to and very much business planning vibes was reading and implementing the teachings of the book “Traction.” This was super helpful once we started building our team, and I’d recommend it as a second step to your business plan. 

How did you come up with the name? What was the process like? How did you know it was the right name? What are some of the things you considered during that process? What advice can you share?

I feel like I’ve mentally blocked that moment out. I really don’t remember much. What I do remember is what we told ourselves going into the process. We knew we wanted to find something that felt good and didn’t feel small. Something that felt like a large agency. Something that told you exactly the type of agency we are, without limiting our services. And that’s exactly what Creative Label is. We’re a creative group of geniuses whose purpose is to share in your vision and help showcase it to the masses. 

The advice that I would give to anyone thinking of a name for their business is, first and foremost, don’t rush! Take your time. Make sure it feels right. Ask yourself questions like, does this name limit my brand or will it allow me to scale? 

The next piece of advice I’d give is to make it unique. A unique name gives so much flexibility to a brand because—if the name is unique enough—there’s no other brand associated with it. This allows you to truly define what you want your brand to be. Not to mention, makes finding a URL and social handles much, much easier.

What were the immediate things you had to take care of to set up the business? What would you recommend to new founders reading this who don’t know where to start?

Oh my gosh—this is the funniest part about entrepreneurship. You don’t know what you don’t know. The immediate thing I would recommend doing is set up a business bank account. 

When we got our first client, we were so excited. They mailed us a check made out to Creative Label for an amount that felt so huge to us at the time. We took it to the bank and guess what WE COULDN’T CASH IT! 

Yes, you read that right. We could not cash our own check. Why? Because we didn’t have a business banking account. Because we were two entrepreneurs with a passion and a purpose; creating amazing work was a higher priority than creating a business banking account. In fact, creating a business banking account was so far down on the list it wasn’t even on the list! We never thought to create one until that moment. 

Funniest #entrepreneurmoment ever!

After a business checking and savings account, I’d recommend the following: 

• Domain

• Social channels

• Trademark 

Some of the biggest frustrations with clients are: 

• Not filing a trademark on a million-dollar idea and regretting it down the road. 

• Thinking of a really cool name, noticing it’s available on IG, then weeks later have the IG handle taken from under them because they never set up the account. 

What research did you do for the brand beforehand? Can you explain how you found and compiled that research? Why would you recommend it and why is it important?

When we were building Creative Label, there was so much limited research out there. It was frustrating. Everyone was stingy with their knowledge. So much was developing with Facebook, Instagram, ads, and digital media in general that everyone wanted to keep their perceived edge. 

This lack of information really shaped the type of company we are today. We realized that the industry we’re in is only as great as you make it. And without education, there’s no growth in the industry. So, we committed to education. This led to our company also serving as a media company. We have a blog and podcast which are platforms to serve our community. Through those channels, we share weekly updates about digital trends and updates and how they apply to businesses. 

How did you fund the company? Did you pitch investors, do a friends-and-family round, or did you decide to self-fund?

We are totally self-funded. Our partners, both professional athletes at the time, wanted to support and invest in our business. But their careers were the driving force for our reason for self-funding. With the constant travel that comes with dating a professional athlete, it really pushed us to want our own thing—no strings attached. So we got scrappy, as all entrepreneurs do, and we funded the thing our damn selves, and I’m so happy we did. 

What are some of the biggest money mistakes you made in the beginning and how did you recover from that? What advice can you share? 

One of the biggest money mistakes we made was not creating a budget, not knowing how much it actually costs to run the business monthly, and sticking to a budget monthly. Knowing what we know now, we would both probably agree that hiring an accountant and a CPA way earlier on to help us with this would have saved us so much time, heartache, and money. 

Did you work full-time at another job while building your business or did you just dive straight into it? Can you share your experience and what you would recommend to others?

While building Creative Label, I was in law school. It was my third year. I set up my 2L year pretty heavily so that 3L year I’d have a lighter load and allow me the flexibility to build a business on the side. I knew I wanted to be in a more creative space, and so Des and I began laying that foundation my 3L year with the goal of being ready to hit the ground running once I graduated. 

Luckily, I had my then-fiancé, now-husband, supporting our household post-graduation. Our household really relied on him financially in those formative years. He was a great support system and that really helped me nurture my passion so it can make a profit. 

How much did you pay yourself in the beginning?

For the first two years, we split up the money like this:

• 30% goes to taxes 

• 20% goes to the business

• 25% commission to myself 

• 25% commission to Des

Once we got to a consistent monthly income and started really building out a rockstar team, we put ourselves on salary thereafter.

How big is your team now, and what has the hiring process been like? What advice can you share?

We are a team of 15! The hiring process, initially, was tough. Here are some things we implemented that have really transformed our team to be more aligned with the company we’re building. 

• Create core values, then hire and fire by these. 

• Create “trip-wire” questions in your application process that are centered around attention to detail. Some examples are questions that end with “and when?” If the applicant gets the answer wrong, don’t go any further. You want someone that has good attention to detail.

• State the role clearly, create goals, and provide incentives when they hit their goals.

• Implement a 3-strike rule.

Did you hire an accountant? Who helped you with the financial decisions and set up? What do you recommend?

Yes, we hired an accountant early on. Our accountant has been an integral part of our business almost since its inception. She often acts as our tie-breaker when it comes to financial decisions. She got us set up with Quickbooks, which has really been helpful when reviewing the budget. 

My recommendation with respect to finances is DO NOT PLAY WITH FINANCES. What good is a successful business if it cannot manage finances? That said, hire a quality accountant early on and pay them well. 

Can you share the biggest learning curve or challenge since starting your business and why? 

Boundaries. As a service-based company, setting boundaries has been very difficult. It got really bad before we realized it wasn’t working. Clients would text us on holidays expecting us to drop everything we were doing for a non-urgent matter. Because we operated with a scarcity mindset and worried about money, we wouldn’t set boundaries. 

We’d allow clients to text or call at all hours of the day. I hate to even admit it, but I will. It’s important to tell the full truth about entrepreneurship because it isn’t always glitz and glam. There were many times where we would allow clients to be disrespectful. 

The stress from not having boundaries and working from an abundance mindset and not a scarcity mindset (shout out to our business coach), is really what made us re-evaluate and only work and operate in ways that are aligned with our core values.

Do you have a business coach or mentor? How has this person helped? Would you recommend one? How do you find one?

Yes, for us it was a business coach and a mastermind group. First, our business coach Cayla Craft’s teachings and philosophies have really helped both in my personal life and business life. 

Second is the Fast Foundations Mastermind ran by Chris and Lori Harder. Since working with them we’ve experienced a crazy amount of growth! 

I would recommend a quality business coach and mastermind 10x10. You can’t put a price on the accountability and business road-mapping—specific to you and your business—that you receive through a business coach like Cayla Craft and masterminds like Chris and Lori Harder. 

How did you promote your company? What percentage of your budget goes to marketing and why? What challenges have you faced?

Crazy enough, we’ve put zero dollars into marketing. We’re solely word of mouth. For us, we get noticed by constantly showcasing the amazing work of our clients and our clients constantly showing how happy they are with their work product. There’s nothing like a referral, I’ll tell ya! 

What is one thing you didn’t do in the setup process, that ended up being crucial to the business and would advise others to do ASAP?

Get that business banking account, girl! That and an attorney. Our attorney, Lauren Ruiz, is part of our arsenal. She has helped us with so much. After law school, I was only able to get our company so far with the knowledge I had. Lauren has helped us create a legal foundation that’s really allowed our company to be protected. 

For those who haven’t started a business (or are about to) what advice do you have? 

Don’t quit. It will be hard. But don’t quit. Money might get tight, but don’t quit. The entrepreneurial route is hard but so worth it. So let your passion continue to drive you. And like Kevin G says, “Don’t let the haters stop you from doin’ your thang.” 

What is your number one piece of financial advice for any new business owner and why?

Pay your accountant well! Plan for your future, and set monetary goals for your business. Set up your IRA. Get insurance. Don’t pay yourself too much. Leave enough money for your business, don’t take too much for yourself. 

If you could go back to the beginning with the knowledge you have now, what advice would you give yourself and why?

Delegate, delegate, delegate. Hire help. Hire experts to do in five minutes what would take you three hours. Understand that you don’t need to do it all and asking for help doesn’t make you an imposter. Feeling like I need to do it all really burnt me out. The number one passion killer in entrepreneurship is taking on too much work that isn’t in your zone of genius. Read that twice if you have to.

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Classifieds: Bustle, ILIA Beauty, and Dolce Vita Are Hiring!

Photo: Colorjoy Stock Photography

Job hunting? Check out these new gigs at ILIA Beauty, P.volve, Blended Strategy Group, and more

FEATURED JOBS

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Director, Brand Partnerships, Digital Brand Architects- Los Angeles, CA or New York, NY

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3 Things Millennial Women Can Do Right Now to Set Up an Effective Financial Retirement Plan

Photo: Color Joy Stock

Retirement. It’s usually thought of as a life milestone that we all reach at age 65. But recent generations are less prepared for retirement than their parents. 

Most of the disadvantages facing millennials are circumstantial due to multiple factors, including changes in the economy, rising healthcare costs, student loan debt, and predictable reductions in social security benefits. These are just some of the reasons why retirement might not be as easy as it once was at the age of 65. Some reports have estimated that the new age for retirement is closer to 73 for millennials.

You can forget the traditional ideas of saving minimally and hoping it lasts while relying on your pension. Instead, take matters into your own hands by planning ahead. Finance expert Ashley M. Fox is the founder and CEO at Empify, a social enterprise with the fundamental mission to educate, empower, and modify the mindset of every individual, inspiring them to achieve career, life, and financial success. Ahead, Fox shares her top three tips on how millennial women can effectively set a financial retirement plant.

1. Pick your financial freedom number.

Most people think retirement is an age when, in reality, retirement is a dollar amount. You need to come up with a number that allows you to live the life you want to feel financially free, and the amount you need to feel freedom from attachment, freedom from the obligation of having to go out and make money, and freedom to live life on your terms. 

While it’s great to have an age, the focus needs to be on a dollar amount, because even if you hit a certain age, say 65 or now 70, if you don’t have a specific dollar amount, you will struggle and stress through retirement. Only 40 percent of Americans calculate their retirement needs, so it’s critical to have a destination.

Below are three simple steps to calculate your financial freedom number.

Step 1: Think about how much money you want coming in and have coming in every single month to put you in a position where you are comfortable, and not scared or living in survival mode. Think about what amount of money you need to have to think to yourself, “I'm free, I can think, I have clarity and I can do some of the things I have always dreamt of doing.”

Step 2: Reverse engineer your life. Think about what age you want to start living your dream life with your financial freedom number. Of course, we all want to start living that life today, but you want to think about how much time you will need to have that amount of money coming in. Knowing that the life expectancy of the average person in the U.S. is 80 years old, you are typically in retirement for 20 to 25 years. You want to work backward to see how much money you will need on a monthly basis to live the life you want to live. You have to take your monthly financial freedom number times 12 times the number of years you expect to be in retirement.

Step 3: Create your destination. In order to build a roadmap, you must have a destination. It’s important to determine how much you need and then put in place a clear destination of your retirement path. Once you know your destination, you can create a strategy of the best ways for you to reach your financial freedom number. Everyone’s lifestyle and freedom are unique to them, and it should not be based on the government's standards but on personal goals and standards. 

2. Look at what you already have.

It is easy for us to think about all the things we have not done, or how far behind we may be, but it’s important to know how far we have come and how close we are to what we actually need to live our financial freedom life. Look at your company’s retirement plan. Most people never review their company's retirement plans but continue to contribute to it every month. It’s important to know what it consists of and how much is in it. You can do this by contacting your HR department or your HR system, and download your quarterly statements for your retirement plan—whether it’s a 401k, 403b, TSP, 457, etc. 

You want to know the type of mutual funds and what investments are in the mutual funds. Analyze the performance of the stocks you are investing in. If your employer offers a matching plan. Also, analyze the performance of the stocks you are investing in. If your employer offers a matching plan, and they match up to five percent, definitely take advantage of that and match it. If you put in less, you are leaving free money on the table! When you decide to leave the company then remember to take that money with you. You can always contact HR to find out if your employer matches your investment.

3. Automate your personal savings and investments.

While it’s great to have a retirement plan with your employer, you want to also consider opening up an account yourself. Consider opening up an IRA account, a brokerage, and an online savings account, and be aware of the investments that will go inside those accounts. While retirement may be in the distant future, it’s so important to have a plan. Typically when we make money, we go and pay everyone else first, and that needs to change. 

You should have automatic contributions that are taken out every month in a separate account that is not connected to your checking account. If you have an online account you’re in a position to get a higher interest rate. When you have different buckets of money, they are taxed differently. So when it comes time for you to hit your financial freedom number and retire, you’ll have the funds available to live the life you want to live, on your terms. 

Overall, diversify your money and have automatic investments set up to ensure you live the retirement you deserve.

“Most people think retirement is an age when, in reality, retirement is a dollar amount.”

—Ashley M. Fox, Founder of Empify

About the Expert: Ashley M. Fox is a former Wall Street analyst based in Philadelphia, PA. She graduated Magna Cum Laude from Howard University, receiving her Bachelor of Business Administration in Finance. After helping manage money for millionaires and billionaires during her career on Wall Street, Ashley developed the urge to want to financially empower the women, men, and families that were oftentimes overlooked, and founded Emplify in October 2013. Ashley is a highly-sought-after international speaker who has been featured on empowerment tours, college campuses, and keynote speaking platforms. She was a financial journalist at Black Enterprise Magazine and currently a contributor at Forbes. Ashley has also been featured in various publications which include the Huffington Post, Glamour, and The Street.

About Empify: Founded in 2013 by Ashley M. Fox, Empify has a fundamental mission to educate, empower, and modify the mindset of every individual, inspiring them to achieve career, life, and financial success. There is often a pattern of generational poverty in our communities when instead, there should be a pattern of generational wealth in all communities. Through the creation of life-altering curricula, informative digital content, and interactive events, Empify teaches basic wealth fundamentals to both adults and children by pouring belief into communities through financial education, inspiration, and implementation.

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How Brown Girl Jane's Co-Founder Turned Burnout Into a Six-Figure Wellness Brand Beyoncé Loves

You asked for more content around business finances, so we’re delivering. Welcome to Money Matters where we give you an inside look at the pocketbooks of CEOs and entrepreneurs. In this series, you’ll learn what successful women in business spend on office spaces and employee salaries, how they knew it was time to hire someone to manage their finances, and their best advice for talking about money.

Photo: Courtesy of Tai Beauchamp

Tai Beauchamp knows a thing or two about burnout. Before she became the wellness entrepreneur she is today, she built an impressive résumé in publishing, including stints at Harper’s Bazaar, O, The Oprah Magazine, and Seventeen, where she made history as the publications youngest and first Black beauty director. But there are drawbacks to reaching the top at 25 years old. After just a year at the helm, burnout quickly set in, and she left her post at the magazine with the intention of pursuing a more meaningful and socially impactful path. After launching her own media company and consulting with Fortune 500 companies by the likes of P&G, Walmart, and Estée Lauder, her continued experience with burnout ultimately led her to co-found the CBD-based beauty and wellness brand Brown Girl Jane.

As Brown Girl Jane’s co-founder and chief brand officer, it’s safe to say Beauchamp is driving the meaningful change she always aspired to. In the wake of last year’s protests against police brutality and systemic racism, the brand launched their Brown Girl Swap campaign to encourage consumers to swap five mainstream brands they use daily for Black women-owned brands instead. The campaign caught on, garnering the attention of Halle Berry and sparking a partnership with Birchbox to support Black-owned, women-led brands. And that was just the beginning. In less than a year, the company has experienced six-figure monthly sales, been recognized by Beyoncé’s Black Parade Route, and named Refinery29’s Beauty Innovator of the Year.

Ahead, Brown Girl Jane’s co-founder and chief brand officer share her best financial advice for new entrepreneurs and explains why women should talk about money and business more.

How did you know it was time to strike out on your own and what advice do you have for people who want to take the leap to start their own business but are worried about the financial risk?

Truth be told, I am an accidental entrepreneur. I left my role at Seventeen magazine at 26 years old due to burnout after being named the first Black and the youngest beauty director in the history of the publication when I was 25. It was an amazing but exhausting experience. As a result of burnout, I was intentional about wanting to do something meaningful and socially impactful. I went on to work with my mentor’s family foundation where I immersed myself in youth development and global health. While I was consulting with the foundation, I was asked to become the editor of Vibe Vixen Magazine. Because I was consulting, I was able to negotiate with the foundation and magazine to split my time between the two places. So I worked for the foundation two days a week and the magazine three. This was ultimately the beginning of my journey as an entrepreneur. I began my consulting company that same year. 

Fortunately, I had two clients simultaneously, so that provided me with some financial stability. To that end, I advise new entrepreneurs to leverage where you are to get to where you want to go. Having to stress about finances while starting a business adds to the complex stress of being an entrepreneur. If possible, I encourage people to alleviate as much of the financial stress as possible.

A couple of ways to do this: 

1. Be willing to begin your business not as a side hustle, but as a Twice Hustle. If you are working a full-time job elsewhere, consider starting your business simultaneously. Not only does it allow you to benefit from some financial security, but it also allows you the opportunity to benefit from additional tax benefits if you start a home-based business. 

2. Be intentional about using your savings and earnings to support your business. If you know you intend to start a business, begin saving immediately, the same way you would for a vacation or investment, and set aside resources for the business.

3. Another strategy is to consider partnering with someone. You may be the person who has more time to invest while your partner has more financial resources or vice versa. Obviously, aligning with the best partner also takes time.

How have you approached marketing and messaging on social to resonate with consumers but also sell products and keep the business alive during COVID-19? 

The most important thing in marketing today is authentic storytelling. Consumers and the public are wiser than ever before. They understand and know when brands are “selling” versus “sharing” and genuinely inviting them to either be part of a community or purchase to their benefit. For Brown Girl Jane, we truly center our community, or Tribe as we call them. Our marketing and brand strategy includes powerful storytelling that centers our brand’s ethos around sisterhood, wholeness (our take on wellness), the power of the plant, and empowerment. 

On social media we tell stories, we include our Tribe in those narratives and we engage her. As an example, we host a twice-weekly IG Live show called “You Good, Sis? The Check-in with Brown Girl Jane.” I host this show and speak to women in entertainment, business, beauty, and wellness about how they are, understanding their wholeness practices, how they balance life and work, and why/how CBD is part of their wholeness toolkit. By seamlessly integrating our brand story as well as our collection, our Tribe is able to effortlessly understand how and why BGj should be part of her life. 

During COVID, we’ve been fortunate. Our collection is all about helping our Tribe feel more centered, balanced, healthier, and well-rested. That’s who Brown Girl Jane is. So we’ve been part of the solution during these strange times. Everyone wants to feel less anxious. And because our collection is highly efficacious and supportive of wellness as a whole, we are able to boldly share that with the public. Our testimonials truly speak for themselves.

We also recently announced a partnership with Unilever and Shea Moisture. It’s quite a gift to have such a dynamic partnership. This partnership affords us a unique opportunity to leverage shared reach as well. And last but not least, we’ve been fortunate to have quite a bit of earned media. We’ve become a cult-favorite among editors and influencers! That support is priceless.

What percentage of your budget is currently going toward marketing and are you seeing a return on that investment?

We are grateful to have grown our business organically without the use of paid advertisements and don’t currently have a paid media budget. Because of the extensive love from earned media, people are learning about our brand through storytelling and the stamp-of-approvals given by trusted insiders and industry editors. 

A portion of all Brown Girl Jane sales goes toward a non-profit organization aligned with your mission to better the lives and wellness of Women of Color. Why is giving back such a crucial part of your business model and how do you balance paying it forward with turning a profit?

We knew that giving back was always going to be a central focus of our business model, both in terms of supporting our community through a collective sisterhood and philanthropy. We are true to our word about serving as a support system in more ways than one, and find that businesses thrive when approached from a holistic perspective, versus only focusing on commerce. We give a portion of all sales, so our donations are supported by the purchasing power of our Tribe. It’s a win-win for everyone.

How much did you pay yourself in the beginning and what do you recommend to female founders starting out now? Why? 

We’re bootstrapping and self-funded, and my co-founders and I do not pay ourselves, preferring to reinvest profits back into the business and our amazing talented employees who help drive our business. Although most start-ups are not profitable for three to five years, we’ve been profitable almost immediately, so we are on track to begin paying ourselves within the year.

Where do you think is the most important area for a business owner to focus their financial energy?

Financial planning and bookkeeping! With a rapidly growing business such as ours, it’s easy to let finances take a backseat to driving growth. We spend a lot of time focusing on which opportunities make financial sense, in the short and long term, and making sure we are staying on top of the many banking and reporting guidelines that can overwhelm small business operations.

What was your first big expense as a business owner?

Research and development, cultivation sourcing, product formulation, and inventory. Our collection is expertly-crafted, and we spend a ton of time researching and working with the very best cultivators and scientists when designing our product offerings. Once the products were formulated, we needed to have enough inventory to support the demand, which requires a lot of cash management and planning.  

What are your top three largest expenses every month and were you prepared for those expenses when you first started?

We’re a product-based company, so the top three include inventory, payroll for employees, and insurance/legal/web costs. Each of our founders was an entrepreneur prior to this launch, so we were prepared that these expenses would be necessary to support our rapid growth.

What percentage of business revenue is spent on employee salaries?

Our employee and consultant salaries are equal to about 50% of our business revenue.

How much of the business revenue should new entrepreneurs be saving, if possible, and why?

This is such a personal question that entrepreneurs truly have to answer themselves, but savings should be able to support worst-case scenarios for at least three to six months, if possible. We recognize that this is difficult for new brands and businesses because they typically are not immediately profitable, but savings are extremely important in this increasingly competitive and unpredictable environment.

Did you hire an accountant when you first started out? Who helped you with the financial decisions and set up?

Yes, we have both an accountant/bookkeeper and a CFO. We also integrate services such as Quickbooks that can aggregate your financials into one master headquarters.

What are some of the tools you use to stay on top of your business financials? 

Back-end website integrations, Quickbooks.

What do you wish you’d done differently in your financial journey as a business owner and why?

We assumed that automations would capture all necessary financial analytics and recordings, and we’ve learned that an accurate and comprehensive download of financial health needs a combination of an expert and technological integrations.

Do you think women should talk about money and business more? Why? How will it improve financial outcomes for female founders? 

Absolutely! Men do it, and they do so unapologetically. We should be sharing tips, best practices, salaries… everything! The more we can each pull from the experience and expertise of others in our industries, the better. It should not be taboo to talk about finances. With more information, we’re able to demand more money, advocate for better business opportunities, and begin to lay the foundation for the most successful business possible. It does no one any good to operate in a silo.

Do you have a financial mentor? Do you think business owners need one?

I didn’t for a long time, but I have friends who are seasoned executives and entrepreneurs and they have helped immensely. The biggest hurdle was getting over my own issues with asking questions about money and finance. But after making a lot of mistakes earlier in my career, I became more open about sharing my challenges and asking for advice. I made costly mistakes. Ego is often a deciding factor in asking for financial mentorship, but I think founders will find that other successful women are eager to share advice and want you to succeed. I also have a built-in benefit of having a co-founder, Malaika Jones Kebede, who comes from the financial services industry.

What is the biggest money mistake you made and learned from along the way? 

Early on, it was not only about saving properly but also understanding taxes and bookkeeping.

What is your best piece of financial advice for new entrepreneurs?

Set aside a portion of revenue whenever you can. It’s inevitable that unexpected expenses will arise, from tax bills to a quick need to increase inventory. Being conservative from the beginning will help when you require a quick influx of funds.

What is one financial thing you didn’t do at the beginning of your business that you urge founders to do now and why? 

Establish a clear plan for the financial side of your business in the same way you do for strategy, marketing, or production. It sometimes seems like the most burdensome and least sexy component of running a brand, but trust me, it’s the most important.

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12 Black Women Who Weren’t in Your History Books

Written by Andreia Wardlaw, founder of Mother Wit Blog.

These twelve brave women made important contributions to society in law, activism, education, and culture throughout the 1800s and 1900s, but they’re often left out of historical literature. From founding colleges to the starting the NAACP, their work changed the course of history. These famous black women in history left their mark and deserve every bit of recognition. Read on to hear their stories.

Lena Richard

“Mama Lena” as people called her, was the “Martha Stewart” of New Orleans—a trained chef, acclaimed cookbook author, restaurant and catering business owner, frozen food entrepreneur, TV host and cooking school teacher. With skillful élan, Richard artfully tore down racial and economic barriers in the heart of the Jim Crow South, improving the livelihoods of current and future African Americans in her community. An anthology of her recipes was collected to publish the New Orleans Cook Book—now regarded as the first Creole cookbook written by an African American.

Bessie Coleman

Coleman became the first black woman to earn a pilot’s license and the first black woman to stage a public flight in the United States. Known for performing flying tricks and parachuting stunts, she remains a pioneer for women in aviation.

Audre Lorde

This writer, poet, librarian and activist was a self-described “black, lesbian, mother, warrior and poet.” She dedicated both her life and her poetry to confronting and addressing injustices of racism, sexism, classism, and homophobia. She’s known for her poetry and memoirs such as, From a Land Where Other People Live, The Black Unicorn and A Burst of Light.

Harriet Jacobs

In 1813, Harriet Jacobs was born into slavery. Her owner sexually abused her for seven years before she ran away. She was forced to hide in a tiny crawlspace, where she lived with no light or ventilation for seven years. In 1842, she made her escape to Philadelphia, then relocated to Rochester, where she worked for the famous North Star abolitionist newspaper. She finally gained freedom when her friend arranged for her purchase. Later in her life, she turned her pain into passion by writing an autobiography titled Incidents in the Life of a Slave Girl. The book gave her celebrity as an author and is still in print today.

Charlotte E. Ray

Not only was Charlotte E. Ray the first female graduate from Howard University’s law department and the first woman admitted to the Washington DC Bar, but she was the first African American lawyer in America. She opened a law office in D.C.; however, racism prevented her from building a clientele big enough to keep her practice open. This forced her to return to New York City to teach in public schools.

Anna Julia Cooper

Anna Cooper was the first African American woman to receive a Ph.D. in history. She founded the Colored Women’s League of Washington and helped open the first YWCA chapter for Black Women. In 1924, she became the fourth Black person in the United States to receive a Ph.D. and the first to receive one from the University of Paris. She retired from education at age 95.

Mary Church Terrell

Mary Church Terrell’s foray into activism began in 1892 when her friend, Thomas Moss, was lynched in Memphis. She joined Ida B. Wells in the anti-lynching campaign and dedicated her life’s work to “lifting as we climb.” This became the motto of the National Association of Colored Women (NACW), which Terrell helped found. She served as president of NACW for five years, and in 1909, became one of the founding members of the NAACP.

Mary McLeod Bethune

After graduating from college, Bethune taught school but felt compelled to provide opportunities for African American girls. In 1904, with only $1.50, Bethune opened the Daytona Literary and Industrial Training School for Negro Girls in Daytona, Florida. In 1923, the school merged with the Cookman Collegiate Institute and eventually become Bethune-Cookman College, which remains a popular historically black college today. In addition to her contributions to education, Bethune served as Special Advisor on Minority Affairs under the Roosevelt administration and founded the National Council for Negro Women. After her death, she became the first woman and the first African-American honored with a statue in a public park in Washington DC.

Jane Matilda Bolin

Jane Bolin was named a Wellesley scholar at Wellesley College before receiving her BA with honors in 1928. She then attended Yale Law School, where she became the first African American woman to graduate in 1931. A year later, she was admitted to the New York Bar and began working with her father and brother at their law firm in Poughkeepsie. In 1937, she was named assistant corporate counsel in NYC’s law department. She worked this job for two years before being appointed justice of the Domestic Relations Court of the City of New York (later named Family Court). This made her the first Black female judge in America, presiding for 40 years.

Hazel Dorothy Scott

Hazel Scott grew up in the heat of the Harlem Renaissance. She was a piano prodigy from age three and at the age of eight attended The Juilliard School of Music, even though the minimum age requirement was 16. Before she was out of her teens, she had performed at the 1939 World’s Fair and become a staple at New York City’s first integrated club, Café Society. At the age of 25, she was earning today’s equivalent of $1 million a year. She regularly challenged racial stereotypes and pay disparities and refused to play for segregated audiences. Hazel went on to become the first Black woman to host her own nationally-syndicated television show.

Cassandra Maxwell

Cassandra Maxwell was the first African American Woman admitted to the SC Bar. During the formative years of the Civil Rights Movement, Maxwell assisted Thurgood Marshall with the legal work of the NAACP. Her contributions as a strategist helped draft the case laws that would lead to the end of segregated facilities in the South. She was later appointed by President Nixon as a member of the Interim Board of Directors of the Student Loan Marketing Association.

Donyale Luna

At the age of 18, Luna, a six-foot-tall young woman, was spotted by photographer David McCabe. A year after being discovered, she moved to New York, where she landed on a cover of Harper’s Bazaar—but the painting whitewashed her race, making it difficult to tell if she was African American. In 1966, she made the cover of British Vogue, making history as the first Black cover model photographed for a Vogue franchise. Luna went on to have an international career, starring in multiple Andy Warhol films, The Rolling Stones’ Rock and Roll Circus, dozens of magazine spreads, and films across Europe.

Written by Andreia Wardlaw, founder of Mother Wit Blog.  Mother Wit is a blog dedicated to documenting the contributions of African American women in history in an effort to change the narrative of American history that has silenced the contributions of Women of Color. Mother Wit promotes education, representation, and empowerment. 

This post was originally published on December 27, 2018, and has since been updated.

MORE FROM THE BLOG

99 Black Women-Owned Brands and Entrepreneurs to Support Now and Always

Over the past year, women started an average of 1,817 new businesses per day in the U.S., and Women of Color account for 89% (1,625) of those new businesses. In fact, according to the State of Women-Owned Businesses Report, Black women-owned businesses represented the highest rate of growth of any group in the number of firms between 2014 and 2019 as well as between 2018 and 2019.

When looking at specific minority groups over the last five years, growth in side-entrepreneurship is up 99% among Black women. They started an impressive 42% of net new women-owned businesses, which is three times their share of the female population (14%).

This study calls the women behind these rapidly-launching businesses “necessity entrepreneurs” because, due to higher unemployment rates, long-term unemployment, and vast gender and racial pay gaps, women of color start businesses out of the need to survive. And these Black female entrepreneurs are changing the game but they’re not the first.

In fact, they’re walking in the footsteps of many brave, risk-taking necessity entrepreneurs in history. In the 1850s, Clara Brown established a laundry business during the gold rush and used her money to invest in real estate developing properties that allowed black communities to live safely. Annie Turnbo Malone paved the way for Black female cosmetologists and created jobs for over 75,000 women worldwide with her beauty enterprises. Maggie Lena Walker was the first Black woman to charter a bank and help our people protect our coins. The list goes on and on.

Below we’re shining a spotlight on women whose businesses you can support and celebrate today and every day.

Health & Wellness

Lalah Delia, Founder of Vibrate Higher Daily

Lalah is an author, spiritual writer, and wellness educator who has been a force in the self-care space, encouraging and empowering us all to mindfully care for ourselves with her Vibrate Higher Daily platform.

Follow her on Instagram.
Buy Her Book: Vibrate Higher Daily: Live Your Power

Trinity Mouzon Wofford, Founder of Golde

Trinity was only 23 when she launched her wellness line, Golde and now it's stocked at Goop and Urban Outfitters and continues to fly off shelves. Her phenomenal success is why we celebrated her achievements as an honoree in the small business section of our CC100 list this year.

Follow her on Instagram.

Buy her wellness products.

Bea Dixon, CEO and Founder, The Honey Pot Company

After suffering from bacterial vaginosis for months, an ancestor gave Bea Dixon the ingredients to heal herself in a dream. She created the formula for an effective, clean feminine wash and it worked! She’s now sharing her revelation with the world via The Honey Pot Company—the first complete feminine care system, powered by herbs™.

Follow her on Instagram.

Shop her products.

Candace Reels, Founder, Female Collective

At just 26 years old, Candace Reels has created a movement. Born out of her passion for activism and intersectional feminism, the Female Collective is now a thriving digital community empowering women to come together, tell their stories, and bring awareness to the issues that matter to them most. Reels also launched a clothing line that features powerful phrases and messaging from the platform. We look up to Candace because she turned a personal project into an important space for the women who needed it most. It’s also why we honored her on our 2019 CC100 list so be sure to read the interview and support.

Follow her on Instagram.

Buy her merch.

Naj Austin, Founder and CEO, Ethel’s Club

Named after her grandmother, Ethel Lucas—a matriarch figure in a tightknit community—Ethel’s Club continues her mission with a purpose-driven space for People of Color to heal and thrive through conversation, wellness, and creativity.

Follow her on Instagram.

Shop their marketplace or become a member.

Jessica L., Founder, Hell Notes for Beauty

If you’re in need of guided meditation, are curious about crystals, or are seeking herbal and holistic wellness rituals, then Hell Notes for Beauty is your new go-to. Jessica’s platform is the premier metaphysical destination for the strong-willed, inspired, and determined soul. “I am dedicated to the solitary practitioner seeking to establish spiritual independence, self-care, and recognition of ancestral knowledge.”

Follow her on Instagram.

Follow her on YouTube.

Jaimee Ratliff, Founder, Yoga With Jaimee

The Atlanta-based certified yoga teacher is a passionate advocate of the ancient discipline and credits the practice for getting her through life’s challenges. While she believes wholeheartedly that yoga should be accessible to everyone, the community at large has lacked diversity and her hope is to provide an inclusive platform both on a local and global scale.

Follow her on Instagram.

Start her free trial.

Jordan James and Shaniece Vincent, Co-Founders, Goddess Culture Podcast and Wellness Retreats

Jordan and Shaniece aim to empower and encourage their listeners to embrace their inner Goddess through a dialogue that inspires self-love, self-care, and self-actualization.

Follow them on Instagram.

Subscribe to their podcast.

Dr. Jerrica Dodd, CEO, and Founder, Your Pharmacy Advocate

Dr. Jerrica Dodd launched Your Pharmacy Advocate with a mission to add a human touch to pharmaceutical care and improve lives through patient engagement, provider partnerships, and education.

Follow her on Instagram. 

Learn more about their pharmacy consulting.

Nadine Joseph, Founder, Peak and Valley

From pollution to phone notifications, the fast-paced world is around us isn’t exactly relaxing and can cause potential health risks. So Nadine Joseph took healing herself (and others) into her own hands with Peak and Valley—plant-based elixirs to enhance your beauty, mood, and mind.

Follow her on Instagram.

Shop her elixirs.

Rashia Bell and Iva Bravic Millereau, Co-Founders, RE.VITYL

After meeting at a wedding reception in Bali, 2010, Rashia and Iva discovered their mutual love for natural, quality products with a sustainable foundation. So they partnered up to launch a wellness startup, RE.VITYL—products infused with elemental energy by Biocrystal® to promote relaxation and tranquility. “We truly believe in the re.laxing and re.storative powers of native plants and stones and their ability to bring about true wellness, harness positive energy, and enhance your quality of life.”

Follow them on Instagram.

Buy their products.

Veladya Chapman, Founder, Earth Mama Medicine

While working as a professional actress, Veladya attended the Institute for Transformational Nutrition to become a Certified Holistic Nutritionist and she now helps heal people from all over the world through her books, educational YouTube videos, personalized wellness plans, and public speaking.

Follow her on Instagram.

Buy her products and services.

Cheryl Sutherland, Founder, PleaseNotes and, res-o-nate strategies

Taking a risk, Cheryl Sutherland left her job and focused completely on building her self-confidence and nurturing her inner gifts through journaling, reading, and working with affirmations. This personal growth led to her company, PleaseNotes focused on providing personal growth tools and leadership programs.

Follow her on Instagram.

Sign up for a workshop.

Charlesha "Charli" Harris, Founder, ChasingTransformation

After struggling with insecurities that stemmed from poor health, and lifestyle choices, Charlesha Harris turned “potential poison into passion to educate, lead, and motivate others to be the best versions of themselves” with her ChansingTransformation health and fitness platform.

Follow her on Instagram.

Sign up for her program.

MORE HEALTH & WELLNESS FOUNDERS:

Business Name: Jamie Clarke, Founder, Soul Paradigm
What They Do: Reiki, lifestyle and healing coaching, tarot, self-care packages, and more.
Website: SoulParadigm.com
Instagram: @thesoulparadigm

Business Name: VGN AF—Wellness Redefined.
What They Do: Wellness is a journey, not a destination. VGN AF was launched to help you get to your best version of wellness and health with the best quality sustainably-sourced products to provide visible results over time. Their platform addresses healthy foods, vegan recipes, immunity, weight loss, healthy skin and hair rituals, gut health, mental clarity, healing, stress release, and increased energy.
Website: shopvgnaf.com
Instagram: @vgn_af

Business Name: Dr. Caroline Robinson, Founder, Tone Dermatology
What They Do: Board-certified dermatologist and Chicago native, Dr. Caroline Robinson specialize in general, medical, and surgical dermatology.
Website: tonedermatology.com
Instagram: @tonedermatology

Business Name: Magnolia Yoga Studio
What They Do: A community-based space to practice and strengthen the mind-body connection through hot yoga and meditation.
Website: magnoliayogastudio.com
Instagram: @magnoliayogastudio

Business Name: Mia Cola, Founder, Fancy U Fitness
What They Do: Workouts you can do to keep in shape at home, outside, or wherever you are in the world.
Website: Fancyu.net
Instagram: @fancyufitness

Business Name: Sunny Brooks, CEO, and Co-Founder, TJ Brooks, Spiritual Shop
What They Do: Sunny Brooks is a certified Reiki Master Teacher, Crystal Healer, Herbalist, and Aromatherapist. TJ is a healer, teacher, and artist. She creates natural, spiritual, and metaphysical art. Since 2017, they have been spreading joy, peace, love, and positivity with their products and education to create a movement that inspires a lifestyle filled with soulful vibes.
Website: soulfulvibesco.com
Instagram: @soulfulvibesco

Business Name: Alicia Richmond, Founder, A-Rich Nutrition
What They Do: After she was diagnosed with scoliosis, Richmond started her own research into supplements that helped ease her symptoms and weren’t filled with chemicals, fillers, or harmful ingredients. And so, A-Rich Nutrition was born offering a wide range of quality-assured food supplements from trusted suppliers from around the world.
Website: arichnutrition.com
Instagram: @arichnutrition

Business Name: Felicia La Tour, Founder, MindfulFee
What They Do: Renowned makeup artist, Felicia La Tour took the plunge a year ago to launch her own business, MindfulFee. Now it’s a thriving community of women who come together around the same mission, to live well, intentional lives while sharing the experience collectively. Be sure to check out her vibe box and order yourself one before they sell out, again!
Website: collectivelymindful.com
Instagram: @mindfulfee

Business Name: Sweet Mason
What They Do: From soft gels to bath salts and even candles, Sweet Mason is a mecca for high-quality CBD-infused products for every concern on your path to health and wellness.
Website: sweetmason.co
Instagram: @shopsweetmason

Business Name: Curls Vitamins
What They Do: A vitamin-infused haircare line to boost the strength and vitality of your hair.
Website: curlsvitamins.com
Instagram: @curlsvitamins

Business Name: Victoria McAbee and Jasmine Lee, Co-Founders, Whimsy Official
What They Do: A modern wellness and beauty atelier focused on plant alchemy and conscious luxury.
Website: whimsyofficial.com
Instagram: @officialwhimsy

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Food & Beverage

Wendy Lopez and Jessica Jones, Co-Founders of Food Heaven

Dietitians Wendy and Jessica are on a mission to make health and wellness more inclusive, diverse, and accessible. To help fill the void for healthy recipes made with ingredients that are both accessible and affordable, Lopez and Jones founded Food Heaven in 2011.

Follow them on Instagram.
Buy their book: 28-Day Plant-Powered Health Reboot: Reset Your Body, Lose Weight, Gain Energy & Feel Great

Mignon Francois, CEO and Founder, The Cupcake Collection

Since planting its roots in 2008, Mignon Francois’ business savvy has earned her the titles of “Woman of Legend and Merit” by Tennessee State University, “Emerging Business Leader of the Year” and Black Enterprise Magazine “Family Business of the Year Award”. And it’s easy to see why. Her handmade cupcakes draw lines around the block for their iconic flavor unlike you’ve ever tasted before. She has bakeries in both Nashville and New Orleans but The Cupcake Collection also ships nationwide. Ordering is just a click away! Just shop online and choose shipping as your fulfillment option at checkout.

Follow her on Instagram.

Buy her cupcakes.

Idil Farah, Founder, IdilsWorld

A practicing nutritionist for over 10 years, Idil Farah draws on the “medicine as food” philosophy and traditional holistic practices to promote overall wellness. She aims to make healthy eating fun and enjoyable and doesn’t believe it has to be expensive, time-consuming, or a struggle.

Follow her on Instagram.

Shop her health programs and packages.

MORE FOOD & BEVERAGE FOUNDERS:

Business Name: Nayana Ferguson, Owner, Anteel Tequila
What They Do: A premium tequila brand based in Detroit that produces the world's only coconut lime blanco tequila as well as a blanco and reposado expression.
Website: AnteelTequila.com
Instagram: @anteeltequilas

Business Name: Hawa Hassan, Founder, Basbaas
What They Do: Somali hot sauces, handmade in small batches, bottled, and sourced in the Hudson Valley.
Website: BasbaasSauce.com
Instagram: @basbaassauce

Business Name: Denise Woodard, Founder and CEO, Partake Foods
What They Do: Gluten-free, vegan, and non-GMO cookies free from the top eight allergens and made using clean ingredients. Flavors range from chocolate chip and cookie butter to birthday cake.
Website: partakefoods.com
Instagram: @partakefoods

Business Name: Robin and Andréa McBride, Co-Founders, McBride Sisters Collection
What They Do: Founded by sisters Robin and Andréa, McBride Sisters Collection is the largest Black-owned wine company in America.
Website: mcbridesisters.com
Instagram: @mcbridesisters

Business Name: Jenné Claiborne, Founder, Sweet Potato Soul
What They Do: Vegan chef, blogger, YouTuber, and author of "Sweet Potato Soul: 100 Easy Vegan Recipes for the Southern Flavors of Smoke, Sugar, Spice, and Soul."
Website: SweetPotatoSoul.com
Instagram: @sweetpotatosoul

Business Name: Milan Durham, Owner, Cultured Kombucha
What They Do: A kombucha company brewed out of Washington D.C. that believes all communities should have access to and knowledge of internal health and wellness.
Website: TheCulturedKombucha.com
Instagram: @theculturedkombucha

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Career & Finance

Tonya Rapley, Founder of My Fab Finance and Muhturnl

Tonya “The Millennial Money Expert” Rapley’s lightbulb moment for launching My Fab Finance was sparked by a personal need. As a millennial living in New York City and working for a non-profit, Rapley wanted to break the cycle of living from paycheck to paycheck but couldn’t find a financial resource tailored to millennials—so she created one. 

Follow her on Instagram.

Buy her book: The Money Manual

Tiffany Aliche, Founder, The Budgetnista

As an award-winning teacher of financial education, Tiffany Aliche has quickly become one of America’s most regarded personal finance experts. Her mission? To empower women and provide them with access to the tools and resources needed to create a better life for themselves and their families.

Her financial movement has helped over 800, 000 women worldwide collectively save more than $100 million, and pay off over $75 million in debt, purchase homes and transform the way they think about their finances.

Follow her on Instagram.

Book her for financial advice, workshops, or speaking opps.

Sharon Beason, Founder, Womeneur

Sharon Beason helps emerging and early-stage female entrepreneurs get the clarity, resources, and actionable steps you need to plan, create, launch, sustain, and grow their business successfully and profitably. So if you’re ready to stop wasting time and start seeing results, join the Womaneur Collective today.

Follow her on Instagram.

Sign up to Womeneur.

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Beauty

Shontay Lundy, Founder of Black Girl Sunscreen

Shontay is here to remind us that black people need sunscreen too—and we’re here for it. From later diagnoses, black people have lower survival rates for skin cancer. Shontay has designed the solution.

Follow her on Instagram.

Buy her sunscreen.

Cashmere Nicole, Founder of Beauty Bakerie Makeup

Cashmere Nicole was a single parent, struggling to make ends meet before she founded the hugely successful, Beauty Bakerie. In 2001, she was a teen mom putting herself through college, and after graduating, she became a nurse to support her daughter, Jasmyn. While raising her daughter and working as a nurse, Nicole would dedicate the second half of her day to developing her makeup business. Now she is inspiring women everywhere with her incredible story and game-changing products.

Follow her on Instagram.

Buy her makeup.

Victoria Fazio, CEO and Founder of Propa Beauty

Victoria took the leap from her corporate career to create Propa Beauty in a bid to energize and encourage women to be confident leaders in their own fields. “Makeup is powerful and it’s about time it’s marketed as an arsenal which goes beyond just getting cute. I want women to look their best on the outside, but also to feel their best on the inside.”

Follow her on Instagram.

Buy her lipstick.

Melissa Butler, Founder of The Lip Bar

Her career began in the corporate world, but after she became frustrated with the lack of diversity and excessive chemicals, Melissa Butler decided to launch her own and disrupt modern-day beauty standards in the process. Even after being faced with doubters during her appearance on ABC’s Shark Tank (and ultimately rejected) Butler went onto create The Lip Bar because everyone deserves to have their own perfect nude lipstick—period! Now she is a huge success and her massive community agree.

Follow her on Instagram.

Buy her lipstick.

KJ Miller and Amanda Johnson, Co-Founders, Mented Cosmetics

The idea for Mented Cosmetics happened like most great business ideas: over a glass of pinot! Friends, KJ Miller and Amanda Johnson were sipping and discussing why it was so hard to find the perfect nude lipstick. And the idea for starting their own was born. “We believe every woman should be able to find herself in the world of beauty, no matter her skin tone. We know you'll love being put first because when it comes to beauty, no one deserves to be an afterthought.”

Follow them on Instagram.

Buy their makeup.

CEO, Sheneil Monique and Co-Founder, Nicolette Camille, Base Butter

Sheneil and Nicolette’s mission was simple: to create easy skincare for oily and combination skin types while helping women feel comfortable in their skin. And they achieved it. They’re easy-to-use products yield results through simple formulas that safely improve the overall health of the skin for immediate protection and long-term results.

Follow them on Instagram.

Buy their moisturizer.

Tuanieha Twanna, Founder, Sonshine Bath

After Tuanieha’s son, Tristan James (who she refers to as her “Sonshine”) was born, she started making his soaps and body butter at home so she could guarantee they were safe for his skin. A year later, she launched the brand to not only help secure Tristan's future but also provide other small businesses like hers by donating a portion of the business profits to other small businesses in the form of microloans through kiva.org.

Follow her on Instagram.

Buy her skincare.

Sharon Chuter, Founder, UOMA Beauty

UOMA Beauty was founded by Nigerian born, LA, and London-based former beauty executive, Sharon Chuter to redefine the rules of inclusivity and diversity. Listed by WWD one of the 50 most forward-thinking executives shaping the future of the beauty industry, she believes that “beauty starts the moment you decide to be yourself. We exist to re-write the rules of inclusivity and diversity to create a world of beauty that truly is for all of us.”

Follow her on Instagram.

Buy her makeup.

Lisa Price, Founder, Carol’s Daughter

Lisa Price’s iconic brand started as a hobby in 1993 when she would put her own spin on recipes she found in a DIY book. From essential oil-based perfumes and body products, Price would whip up magical beauty concoctions in her kitchen. Now she has built an empire with Carol’s Daughter, is stocked in a host of major stores like Target and Ulta, and counts celebrities like Jada Pinkett Smith (one of the companies' earliest investors) Halle Berry, Mary J. Blige, and Dascha Polanco as fans.

Follow her on Instagram.

Shop her collection.

Myleik Teele, Founder, CURLBOX

After she “went natural” more than 15 years ago, Myleik clearly remembers driving 20 miles to buy an expensive product that she read had “worked on everyone.” But after several times of using it, she found it didn’t work for her and it sat under her sink for years. So, she started curlBOX as a means to save you the drive and the money. “curlBOX gives women the opportunity to try several products for the price of one!” Now, that’s a mission we can get behind.

Follow her on Instagram.

Buy a subscription.

Kristen Noel Crawley, Founder, KNC Beauty

Inspired by lip masks she discovered on a trip to Tokyo, Kristen Noel Crawley set out to make her own, but this time she swapped artificial ingredients for collagen, vitamin E, and hyaluronic acid. Since it’s launch, KNC Beauty has a sparked cult-following of beauty devotees who love the pink stretchy lip-shaped masks with major fans including Kim Kardashian, Luka Sabbat, and Emma Stone. The line has since expanded into star-shaped eye masks and lip balms. Read her interview as an honoree for CC100 in 2018.

Follow her on Instagram.

Buy her products.

Lesley Thornton, Founder, Klur Cosmetics

If you’re after clean, ethical, and inclusive beauty, KLUR is your answer. After giving personalized treatments as an esthetician for nearly a decade, Lesley Thornton took her approach to skin health and turned it into a skincare line that prioritized minimalistic regimens to deliver multiple benefits and long-term results.

Follow her on Instagram.

Shop her skincare.

Nancy Twine, CEO and Founder, Briogeo

It was while she working as a Goldman Sachs finance executive that Nancy Twine realized she wasn’t living her passion. Inspired by her grandmother's beauty recipes and a natural chemist team, Twine eventually took the leap to launch her own natural hair care line, Briogeo.

Follow her on Instagram.

Buy the products.

Karen Young, Founder, Oui the People

It seems all good business ideas are Inspired by a need or in Karen’s case a frustration. When she couldn’t find the right shaver, Young created her own by raising the bar and changing the shaving experience for good. In 2014, she designed a product line of three razor styles and accessories, including a lavender-scented shave oil and an ingrown relief serum. Now, she’s inspired a movement.

Follow her on Instagram.

Buy the razors.

MORE BEAUTY FOUNDERS:

Business Name: Jasmine Lewis, Founder and CEO, Vie Beauty
What They Do: A clean beauty and skincare line dedicated to providing exceptional products that give you a renewed sense of self-confidence.
Website: theviebeauty.com
Instagram: @viebeautyx

Business Name: Yewande Masi, Founder, Ornami Skincare
What They Do: Zero-toxin, zero-drama skincare that keeps it 100.
Website: ornamiskincare.com
Instagram: @ornamiskincare

Business Name: Brittney Ogike, Founder and CEO, BeautyBeez
What They Do: A modern beauty supply shop offering a curated collection of natural hair care, beauty, skincare, wigs, braiding hair, and extensions.
Website: beautybeez.com
Instagram: @beautybeezstore

Business Name: Rochelle Graham-Campbell, Co-Founder and CEO, Alikay Naturals
What They Do: Premium all-natural and organic hair care and bath and body products designed to moisturize dry hair and skin while promoting faster and longer hair growth.
Website: alikaynaturals.com
Instagram: @alikaynaturals

Business Name: Kenyata Gant, Founder and CEO, Pink Lipps Cosmetics
What They Do: Vegan and cruelty-free lip products (think: glosses, liquid lipsticks, lip balm, glow gloss, and more).
Website: pinklippscosmetics.com
Instagram: @pinklippscosmetics

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Fashion

Briana Shaneè Wilson, Founder of Matte Brand

Started on the ‘gram; now she’s selling out of clothes—to the likes of Kim Kardashian and Karrueche. Now, Briana has grown a huge community online who have rallied around her innovative designs.

Follow her on Instagram.

Buy her clothing.

Kashmir Thompson, Founder of KashmirVIII

You might recognize some of Kashmir’s art from the iconic HBO series Insecure. Her products bring life and color to iconic black images.

Follow her on Instagram.

Buy her products.

Tricia Hash, Founder, Tree Fairfax

Tree Fairfax is a handmade minimal leather goods line made by Tricia “Tree” Hash. The self-taught creative based in Roanoke, Virginia wanted to create leather goods that are long-lasting with timeless designs that will “hopefully change how you move about the world.”

Follow her on Instagram.

Shop her leather accessories.

Aliya Wanek, Founder, Aliya Wanek

Exploring the connection between one’s identity and style, Aliya Wanek creates comfortable, stylish clothing ethically and sustainably as an extension of the wearer’s individuality. If not sewing the garments herself, Aliya works with a production sewer and other local contractors in the Bay Area to produce and dye her garments, always taking into consideration ways to reduce the brand’s environmental impact.

Follow her on Instagram.

Buy her clothing.

Areeayl Goodwin, Founder, Beads Byaree

Designer, Areeayl Goodwin makes her whimsical dreams a reality with her handcrafted jewelry line. Born and raised in Philadelphia PA, she now resides in Brooklyn, NY and has a line of clothing to accompany her jewelry designs.

Follow her on Instagram.

Buy her collection.

Katherine Theobalds, Founder, Zou Xou

Zou Xou was created and founded in New York City by Katherine Theobalds. While she went to fashion school with the intention of becoming a clothing designer, her love for unique shoe designs had her walking a different path. After a trip to Buenos Aires, she was inspired by the artistry of local Argentinian shoe design and went on to launch Zou Xou in 2015.

Follow her on Instagram.

Buy her shoes.

MORE FASHION FOUNDERS:

Business Name:  OMA the Label
What They Do: OMA the label, founded in 2018 by New York-based fashion stylist Neumi Anekhe, creates pieces for the woman that is intentional about the choices she makes and wants to wear pieces that make her feel empowered and confident. In an effort to represent Women of Color, the brand is focused on challenging homogenous industry standards, while creating quality and affordable pieces for the everyday woman.
Website: omathelabel.com
Instagram: @omathelabel

Business Name:  Fanm Djanm
What They Do: Fanm Djanm, which means "strong woman" in Haitian Kreyol, was founded in 2014 as a collection of eight head wraps, which Paola Mathè sold directly from her apartment on the weekends. Today, Fanm Djanm has transformed into a headwrap collection and lifestyle brand that creates sustainably, focuses on community and serves to both empower and inspire women to live boldly. The combination of carefully selected fabrics, hand sewn pieces, and cultural musings inspire women everywhere to wear a bold print, take command of a room, laugh a little too loud, and pursue their greatest aspirations.
Website: fanmdjanm.com
Instagram: @fanmdjanm

Business Name: Chari Cuthbert, Founder, BYCHARI
What They Do: Established in 2012, BYCHARI is a reflection of designer Chari Cuthbert's approach to life and style. Effortless, unique, and modern, each handmade piece is designed for women who appreciate simplicity but demand luxury. Handmade sustainably in Los Angeles, Cuthbert and her team remain committed to supporting local small businesses so that each BYCHARI piece can be worn with confidence.
Website: bychari.com
Instagram: @bychari

Business Name: Stephanie Thomas, Founder and CEO, Cur8able
What They Do: Stephanie Thomas uses fashion as a tool to challenge negative perceptions about people with disabilities (PWD) by providing disability fashion styling, content creation, and coaching/consulting services.
Website: cur8able.com
Instagram: @cur8able

Business Name: Nichole Lynel, Founder, Shop Nichole Lynel
What They Do: In 2019, Nichole Lynel launched her eponymous fashion brand, Shop Nichole Lynel. Her glamorous yet affordable Shop Nichole Lynel pieces, ranging in price from about $50 to $250, are coveted by “glamorous girls on the go.”
Website: shopnicholelynel.com
Instagram: @shopnicholelynel

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Entertainment

Codie Elaine Oliver, Co-Creator, Black Love

Marriage is a journey. When Codie Elaine Oliver approached the docu-series, Black Love with fellow filmmaker and partner, Tommy she wanted to pull the curtain back on how a relationship blossoms and the daily realities of marriage. This is a warts and all film that shares the ups with the downs and highlights true love stories from some of our favorite black couples.

Follow her on Instagram.

Watch Black Love.

Bonnie Smith, Founder & CEO, Studio B Entertainment

Studio B is a diversity-driven, woman-owned brand experience agency that specializes in producing consumer, influencer, and retail customer experiences for women, by women. CEO and founder, Bonnie Smith is an industry pro with a 17+ year career in the marketing and media industry as a brand and agency marketer. She has partnered with brands such as Pampers, COVERGIRL, and more as well as top media brands including ESSENCE, PEOPLE en Español, and Entertainment Weekly magazine.

Follow her on Instagram.

Check out their events.

Lauren Atkins, Founder, NYC Webfest

As New York’s first web-series festival, NYC Web Fest has brought together a diverse group of people from around the world to showcase the best of the web. And they hope to turn the festival into the premier home for digital producers to showcase their talent, network with other artists, and learn from industry insiders.

Follow her on Instagram.

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Stem & Tech

Kathryn Finney, Founder, Digital Undivided

Founded in 2012 by tech pioneer, Kathryn Finney, Digital Undivided aims to help high-potential black and Latinx female founders through the startup pipeline, from idea to innovation. They develop innovative programs and initiatives that catalyze economic growth in Black and Latinx communities to create a world where women own their work.

Follow her on Instagram.

Learn more about Digital Undivided.

Camille Hearst, Co-Founder, Kit

Camille created Kit to develop a community to discover, discuss, and, deliver interesting products for activities like traveling, DJing, cooking, cycling, and more. In 2018, KIT was acquired by Patreon and Camille now serves as Patreon’s Head of Product and as a General Manager.

Follow her on Instagram.

Join the community.

Evonya Easley, Founder, Styled by Love E App

Evonya helps busy professionals curate their wardrobes and personal style to be the best version of themselves from the boardroom to the bar all through her mobile app. She conducts virtual style consults, personally shops the outfits, and delivers the clothes to you, too.

Follow her on Instagram.

Download the app.

MORE STEM & TECH FOUNDERS

Business Name: Blex
What They Do: The first and only mobile app providing sex and relationship coaching for Black adults.
Website: blexapp.com
Instagram: @blex_app

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Parenting

Cynthia Watkins, and Kathryn Burnett, Co-Founders, HarperIman Dolls

HarperIman Dolls was created in 2017 by mother-daughter duo, Cynthia Watkins, and Kathryn Burnett with one mission in mind: "to help reinforce how beautiful and strong our children are by providing them with positive affirmations of themselves that they can identify with," they told POPSUGAR. "We found that dolls of color are underrepresented. There aren't many choices, and the ones available do not accurately represent our different skin tones and hair textures. Our children are left playing with and trying to identify with dolls that look nothing like them. We wanted to change that."

Follow them on Instagram.

Buy their dolls.

Felicia Osbourne, Founder, PerfBaby

PerfBaby is an all-natural, organic, vegan skincare line for babies and children. Like many moms, Felicia Osbourne created the brand after having her son and realizing a lot of brands out there had toxins or chemicals. After doing some research, she got into the kitchen and made the first iteration of what is known today as PerfBaby, safe and natural products to help soften and moisturize delicate skin.

Follow her on Instagram.

Shop her products.

Ruth Martin-Gordon, FOunder and CEO, Coddle

When Ruth Martin-Gordon was preparing for her first child, she was given a lot of information on pregnancy but what she couldn’t find was what to expect after giving birth and how to care for herself during recovery. She wants to help other moms who felt “clueless” like she did how to take care of themselves post-birth by creating a community around shared struggles and empowering each other with information, awareness, and empathy.

Follow her on Instagram.

Shop her post-partum collection.

Download her e-Book on C-section recovery.

MORE PARENTING FOUNDERS:

Business Name: Brooklyn Lighthouse
What They Do: ​When Zaneesha couldn't find apparel for her two little boys that were full of brights colors, besides gray, dull gray, bright gray, and black, she decided to do something about it. By combining her passion for shopping and fashion visual merchandising, she began reselling clothing for children on social media. ​By 2013, at the peak of Instagram, Zaneesha began to build what would become Brooklyn Lighthouse. By staying true to her core audience of Boy Moms, Zaneesha has built Brooklyn Lighthouse ​into a on trend​ children's apparel shop​. The main ​goal of Brooklyn Lighthouse is to ​provide parents with a wide range of cool clothes for their children​ at affordable prices​. ​As the brand continues to grow, the products practice inclusivity with unisex options.
Website: breukelynthreads.com
Instagram: @brooklynlighthouse

Business Name: Lucy Lue Organics
What They Do: ​Lucy Lue Organics has one goal, and that is to grow a successful and purposeful business built on love, happiness and family: It's at the heart of every thing the company does. By offering a sustainably and ethically-produced collection of modern organic baby clothes with fabrics that are environmentally friendly from seed to seam and beautifully, minimally designed, Lucy Lue Organics proudly presents the perfect blend of style and comfort that is not harmful to Mother Nature or your baby's sensitive skin.
Website: lucylueorganics.com
Instagram: @lucylueorganics

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Services

Karen Okonkwo, Founder, TONL

Representation is at the core of Karen Okonkwo’s work. She launched TONL to provide stock photography that featured images of diverse people and their stories around the world. This powerful combination of photography and storytelling can help humanize and hopefully diminish the stereotypes and prejudice against black and brown people, especially. They are committed to showcasing the ethnic backgrounds of everyday people. And the Nigerian-American social entrepreneur believes anyone can do this. “If you don’t see what you want—anyone who has a skill set, be that change,” she told us in her CC100 interview. “Start your own Facebook group or start your own meetup, or agree to mentor one person, that’s how we create that cascade of people. There’s nothing wrong with asking for help, either. That knowledge is there for you to take."

Follow her on Instagram.

Buy her diverse stock photos.

Ryan Norville, Founder, Oat Cinnamon

A native New Yorker, Ryan Norville found herself in the floral industry by way of graphic design and photography. Now she’s taken her inspired designs from the screen into real-life crafting beautiful floral designs. She works with a small team of talented designers and freelancers to offer services in New York, Los Angeles, and beyond.

Follow her on Instagram.

Shop her floral designs.

MORE SERVICE FOUNDERS:

Business Name: Her Market
What They Do: Indie brands are taking the world by storm providing not only a different buying experience but more clean, ethical products for consumers that are conscious about what they’re putting in and on their bodies. These brands have the freedom to do business on their own terms however, it can also be a little more challenging whether it’s with finances, branding or manufacturing. Where there was once a void, Her Market offers a platform and resources for indie brands to be discovered and thrive. From curated, in-person experiences connecting them to the marketplace to educational programming, Her Market vows to shine a light on her and her brand.
Website: thisishermarket.com
Instagram: @thisishermarket

Business Name: The Black-Owned Market
What They Do: What started as pop-up market to gather Black-Owned brands in New York has grown into a shopping destination for people to interact and shop with Black business owners. Generating over six figures for Black business owners within just a year of existing, it was evident that the BOM needed to exist. From detailed curation, unmatched design, and connections that last a lifetime allow us to introduce you to your new favorite can’t live without products!
Website: ourbom.com
Instagram: @ourbomdotcom

Business Name: Favornirs
What They Do: Favornirs is an online full-service gifting business that specializes in perfecting the art of giving through deep reflection. The goal is to provide functional and fun gifts while providing a facile and flawless gifting experience for all. Gifts help memorialize special moments and times in our lives, so by using the art of gifting to trigger deep reflection through the creation of offerings, the brand is dedicated to the achieving that moment of joy & true reflection. Favornirs handle sourcing valuable, yet beautifully packaged products, logistics, crinkle paper and the perfect bows, while you sit back, relax and focus on your craft. By operating virtually, Favornirs serves a wide range of clients.
Website: favornirs.com
Instagram: @favornirs_

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Non-Profit

LaRayia Gaston, Founder, Lunch on Me

This Los Angeles-based nonprofit is dedicated to ending starvation while providing opportunities to enrich the mind, body, and spirit of LA's homeless community. LOM Brings nutritious and organic meals to skid row six days a week, every week and now reaches 10,000 people a month. They redistribute organic food that would otherwise be wasted in order to create delicious and quality meals. And their initiative goes beyond food to include yoga classes, community parties, and healing gatherings for women.

Follow them on Instagram.

Find out ways to help or donate.

Jewel Gould, Founder, Balanced Women

The non-profit, Balanced Women curates spaces and initiatives for women who wear various “hats” while encouraging them to lead wholesome and purpose-fueled lives. Their recent initiative, Sister-Sister assists the community with essentials, along with the tools and resources for further education.

Follow her on Instagram.

Support the cause.

MORE NON-PROFIT FOUNDERS:

Business Name: Olympia Auset, Founder, SÜPRMARKT
What They Do: A non-profit organization aimed at making fresh food easy and affordable for the people living in low-income communities in South Los Angeles, a community that has 1.3 million residents but only 60 grocery stores.
Website: SÜPRMARKT.la
Instagram: @supr.mrkt

Business Name: Evelynn Escobar-Thomas, Founder, Hike Clerb
What They Do: An L.A.-based intersectional womxn’s hike club and 501c(3) that’s dedicated to equipping womxn of color with the tools, resources, and experiences they need to collectively heal in nature from Los Angeles and beyond.
Website: hikeclerb.com
Instagram: @hikeclerb

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Home Décor

Sydney Noble, Founder, The Noble Brand Candle Co.

On a journey of self-discovery, Sydney Noble created The Noble Brand Candle Co. in 2016. “Not only did I understand that I am royal, but also that all of those around me are royal too!”

Follow her on Instagram.

Shop her candles and home accessories.

Brittiny Terry, Founder & Chief Interior Stylist, Effortless Composition

Brittiny had an obsession with interiors, fashion, and décor since she was very young so after a move from the fast-paced San Francisco life to Los Angeles, she decided to explore her passion. Effortless Composition is all about providing elevated home décor that is rich in aesthetic and doesn’t skip out on artisan quality. She also offers personalized styling sessions so you can learn how to decorate with her stunning pieces.

Follow her on Instagram.

Shop her décor.

Chantal Bradley, Founder, Modish Décor Pillows

Chantal Bradley started Modish Décor Pillows in 2015 and has since had them featured in West Elm stores across the country and on television. Her pillows help you achieve that modern effortless look in any living or workspace.

Follow her on Instagram.

Shop her pillows.

MORE HOME DECOR FOUNDERS:

Business Name:  House of 40
What They Do: At House of 40, the mission is to provide the healthiest best scented performing candles that are handmade in New York with only the highest quality ingredients, finished in a beautiful box gift wrapped black and white ribbon for your pleasure. These energizing candles are meant to light up the corner of your space, while you show compassion, love, and light to others every day
Website: houseof40.com
Instagram: @houseof40ny

Business Name: The Coy Collection
What They Do: The Coy Collection offers a variety of ceramic wares that make you feel good, connecting functional artwork to self-love and care. A lil reminder that your body and home are worthy of smiles, love, and warmth.
Website: thecoycollection.com
Instagram: @thecoycollection

Business Name:  Harlem Candle Co.
What They Do: Founded in 2014 by travel and lifestyle expert Teri Johnson, the Harlem Candle Company is the manifestation of her love affair with fragrance, jazz, and Harlem. Each candle is specially handcrafted using a soy vegetable wax blend, infused with one of a kind fragrance oils, and tells a story while taking you on an olfactory journey. The subtle scents and soft glow from Harlem candles instantly enhance your space while creating a sense of comfort and luxury.
Website: harlemcandlecompany.com
Instagram: @harlemcandlecompany

Business Name:  Awkward Auntie
What They Do: What initially started as a place for Awkward Auntie to share her thoughts and experiences as an auntie (through blood AND love) turned into a different kind of creative outlet. In the second half of 2018, Awkward Auntie began using cement as my medium to create fun planters and candles. Turns out if she’s now not creating something with her hands, she’s not happy. Since then, she’s been making candles, planters, soap dishes, trays, and more!
Website: awkwardauntie.com
Instagram: @awkwardauntie

Business Name: UNWRP
What They Do: UNWRP was founded in 2017 by Ashley L. Fouyolle, a multidisciplinary designer, who started the company in a small bedroom of her Brooklyn apartment. Her love for art, fashion, vibrant colors, unique patterns, and the gifting experience naturally led her into the world of luxury gift wrap where all her favorite things came together. Today, the brand is one of the most popular, Instagram-worthy, luxury gift wrapping companies having been featured in Forbes, Essence, Refinery29, TeenVogue, People, Apartment Therapy and more!
Website: unwrp.com
Instagram: @unwrp

Business Name: Effie's Paper
What They Do: Effie’s Paper believes that from the door to her desk, a woman should be surrounded by pretty things that make her heart leap! The brand’s products are a unique mix of casual elegance, motivation and social conversation that make using them fun and engaging. Although named after Kalyn’s grandmother, Effie’s Paper is not your grandmother’s lifestyle brand!
Website: effiespaper.com
Instagram: @effiespaper

Business Name: Stephanie Summerson Hall, Founder, Estelle Colored Glass
What They Do: A luxury brand of hand-blown colored glass cake stands and stemware in a mix of jewel tones and soft pastels made by glass artisans in Poland at a glass-making company with a rich 100-plus-year-old history.
Website: estellecoloredglass.com
Instagram: @estellecoloredglass

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Experiential

Taylar Colyar, Founder, Sip Shop Eat

Dissatisfied with her experience as a vendor in New York City, Taylar Colyar decided to launch her own event specifically catering to the entrepreneurs behind the brands. Sip Shop Eat launched in April 2017 as a curated marketplace and it’s quickly grown to three major cities. It is now a community-based platform for brands big and small to connect, share, promote, and network with like-minded entrepreneurs.

Follow her on Instagram.

Check out their virtual pop-up.

This list is just the beginning and we will continue to update it with more Black female-owned brands and entrepreneurs over time. Please let us know of brands you think should be included here in the comments below.

This post was originally published on February 10, 2019, and has since been updated.

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Classifieds: FILA, Digital Brand Architects, and Dear Media Are Hiring!

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Now hiring: Parker Clay, Dear Media, FILA, and more are looking for candidates like you!

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Marketing Director, Parker Clay- Remote

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Director, Brand Partnerships, Digital Brand Architects- Los Angeles, CA or New York, NY

Publicist, Golden Word- Richmond, VA or Remote

Sr. Publicist, Golden Word- Richmond, VA or Remote

Project Manager (Contract), Joy Creative Shop- Dallas, TX or Remote

Influencer Coordinator, IHPR- Los Angeles, CA

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Campaign Coordinator, Sales & Brand Partnerships, Dear Media- Austin, TX

Graphic Designer, Dear Media- Austin, TX or Los Angeles, CA

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Meet Our Latest Clean Food Crush

The COVID-19 crisis has forced many of us to adapt to a WFH lifestyle. While I’m sincerely grateful for a job that allows me the flexibility to work from home, this can be both a blessing and a curse come mealtime. Work week meal prep is a task all of its own, and even months into my routine, I still haven’t quite figured out the proper WFH lunch / dinner routine. No matter how much I meal prep or plan the menu ahead of time, sometimes, my cravings are off-menu.  Cue my latest obsession: Daily Harvest, a collection of over 80 recipes including smoothies, soups, oats, lattes and more, built from fruits and vegetables and delivered straight to your door – that also happens to be incredibly delicious.

As someone who lives a primarily plant-based lifestyle, Daily Harvest has been a total lifesaver. On days where a midday or evening meal would typically involve a spoonful of peanut butter or spending money on unnecessary (and unhealthy) takeout, Daily Harvest has saved the day with its nourishing, chef-crafted food. Aside from convenience, Daily Harvest boasts numerous other reasons that have courted me into making it my latest clean food crush – a love-at-first-bite kind of romance that I can definitely see evolving into a (healthy) long-term relationship. 

“A love-at-first-bite kind of romance that I can definitely see evolving into a (healthy) long-term relationship.”

The longer we embrace the WFH life, the more we learn to celebrate the small wins –whether you put on real pants, made your bed, went outside today or made time for a good breakfast – recognizing these small wins is what we’re am all about these days. Daily Harvest can be that small win – one good choice you can make for yourself, that makes you feel good. Read on for all the ways that Daily Harvest became the small win I could not only count on, but actually look forward to. 

Photo: Courtesy of Daily Harvest

Win #1: Healthy, Clean – and Sustainable

Okay – that’s technically three wins. Daily Harvest chefs and nutritionists craft recipes that are both delicious and free of refined sugars, gluten, fillers, preservatives or artificial anything. Every recipe is built on organic fruits and vegetables and crafted into delicious food that is actually good for you. The company invests their resources into reducing food waste, prioritizing organic farming practices, and going the extra mile for 100% compostable + recyclable packaging made from plant-based, renewable fiber that break down naturally instead of sitting in a landfill for thousands of years.

Daily Harvest freezes its ingredients at peak ripeness to lock in nutrition and taste. For example, cauliflower retains 50% more antioxidants when frozen the day of harvest versus refrigerated options three days after harvest, and berries frozen the day of harvest retain 200% more vitamin c than fresh berries just three days after harvest.

Win #2: Convenient, One Step Prep

Whether you're juggling way more than you planned, tired of cooking or just need to take the night off — Daily Harvest is delivered straight to your door and ready in minutes for when you need it most, so you can have your time back for the things you need it for the most.

Everything takes only one step to prep. Just blend, soak or heat according to the instructions, and enjoy. Little prep, no mess! They’re so quick that my coworkers (incorrectly) assumed I hit the pause button in the middle of my work day to prepare myself an impressive lunch. 

Their latest launch, Mylk is a non-dairy milk made with almonds, pink sea salt and sometimes vanilla bean. It comes in super convenient frozen single serving wedges (each order makes 8, 8-ounce servings). Choose how much you want to make and it can be used with other Daily Harvest food like Smoothies, Lattes, Oat and Chia Bowls. Or, if you’re like me and have ever gone to make your morning coffee only to realize you didn't have any milk or creamer, Mylk is the ultimate one size fits all solution: convenient. It’s always on hand when you need it and ready in seconds, so no more last-minute sprints to the grocery store!

Win #3: Incredibly Delicious

One of my favorite parts about Daily Harvest is the assortment of offerings for breakfast, lunch, dinner, and every snack in between (over 80 recipes, to be exact). I spent a week weaving different dishes into my existing routine. Some of my standout favorites are the Vanilla Bean + Apple Chia Bowl (tip: think breakfast, and beyond – this also makes for a great dessert), the Butternut Squash + Kale Shakshuka Harvest Bowl for those packed mornings where lunch feels far away, Tomatillo + Pepper Flatbread for a quick and healthy dinner, and Espresso Bean + Tahini Bites for a fun mid-meal snack (or an after dinner digestif). 

Not only did Daily Harvest make me happier, healthier, and more productive during my workweek, it proved to me that nourishing and convenient food can taste pretty incredible too.

Get $25 off your first box of Daily Harvest with code CREATECULTIVATE

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Here's the #1 Way You Can Be a More Inclusive Leader

Photo: Ivan Samkov from Pexels

“Take a seat at the back, please,” my brand manager told me. “We want to ensure all the leaders have a seat at the table,” he said, pointing to the very back of the room, a corner where there were a few folding tables and chairs.

I had arrived early that morning to set up the room for our annual brand plan presentation. I ensured the technology worked; that we had enough printed copies; that there were enough samples for our new launch to test and try. In fact, I had also worked tirelessly on the presentation when he had decided to take the week off leading up to the brand plan presentation with the leadership team. And while I was invited to the meeting to do all of the set-up, I wasn’t actually given a seat at the table.

I sat in the back at the folding table and in a folding chair, silently fuming. I felt like a child who had been instructed at Thanksgiving dinner to sit at the kids’ folding table in the corner. In the end, there was plenty of room at the “adults”-only table as I watched from the very back.

That afternoon the president of the division walked by me in the hallway. He had attended the brand plan presentation earlier that morning. He stopped as he saw me approaching him.

“Nice work,” he had said, smiling. “Next time, you should sit at the table,” he had suggested.

“Yes, thank you,” I had smiled back, clenching my teeth at his friendly suggestion.  

Maybe he should have told my boss that.

From Korn Ferry and Catalyst to Harvard Business Review and Deloitte, there have been countless studies on the key traits of inclusive leaders. But what really makes an inclusive leader? It’s the elusive question we all seem to be trying to answer as organizations continue to scramble to figure out how to create inclusive workplaces. 

Inclusive leadership is the foundation upon which great company cultures are built. When people feel they are included and belong, they are able to be the best version of themselves at work and are able to contribute all of their ideas freely and openly. They are able to make a significant impact for the company and for themselves. 

Deloitte’s model highlights six signature traits of inclusive leaders, which include commitment, courage, cognizance of bias, curiosity, cultural intelligence, and collaboration. The model summarizes the detail of these traits and their importance in being an inclusive leader. And rather than only focusing on key traits, we need to focus on clear actions that individuals can take to be more inclusive leaders in the workplace. We need to move from the academic and theoretical discussions of inclusive leadership to the practical applications, where our teams see our inclusive behaviors in action.  

What’s the number one way you can be an inclusive leader?

Start by giving individuals a seat at the table.

In the case of my former boss, giving me a seat at the table was a clear action he could have taken. The bigger question is: why don’t leaders want to give people a seat at the table?  When leaders are insecure and lack confidence. When leaders see people working for them, and not with them. When leaders don’t want their team to receive praise, and only want the credit and spotlight for themselves. This behavior reflects someone who has a style the opposite of servant leadership.

These leaders derive authority simply from the fact that they are the boss and they are in control and they can command, as opposed to empowering and uplifting their teams and the people they work with.

In today’s world of remote working, there’s no reason to not extend an invite and include someone at the virtual table. No longer are we having to cram into a small conference room, drag in chairs, or offer someone a seat on the radiator. Start by checking your calendar tomorrow and ask yourself who is invited to certain meetings and who is not. Have they helped prepare materials for what’s being discussed? Are they a key stakeholder for the topic being discussed? Do they have a stake in the outcome of the meeting? So why aren’t they being included?

Once you give people a seat at the table, ensure you focus on the following:

1. Allow the space for all voices to be heard.

Invite everyone to speak and contribute, even if they have an opposing viewpoint. And a perspective you might not, as the leader, agree with. The journey to becoming an inclusive leader requires having an open mind and being able to actively listen to viewpoints you might not agree with. Allow yourself to listen, to really hear the things you didn’t expect to be discussed. Allow yourself the opportunity to change your mind. Please don’t give someone a seat at the table and then not allow them to contribute. In my case, I was relegated to the back of the room, which was a clear indication that I was not to be seen, and that my voice was also not to be heard. I might as well not have been invited to the meeting.

2. Give individuals credit for work.

Give credit where credit is due. If individuals have done the work, they deserve to present and share their ideas in the meeting. If they did all of the hard work, why shouldn’t they get to present and get credit for their work? Why are other leaders presenting their work instead?

Don’t allow individuals to talk over or interrupt each other. Intervene when you see ideas being stolen, or if ideas are being dismissed. Remember that you don’t have to be the most senior person to do this. We all need to stand up for each other to create an inclusive environment.

3. Pitch in with office work for the meeting.

We may no longer be ordering lunch, setting up the room for a senior leadership meeting with printouts, or passing around samples as many of us continue to work remotely, and yet office work and operational tasks still exists. It shows up in all different forms, including sending invites, tracking attendees, and dealing with technical difficulties. Scheduling virtual happy hours and ensuring team members get their cocktail kits in advance of the gathering. Be an inclusive leader and share the burden; don’t expect the same people on your team to do this work. Schedule a meeting or order that cocktail kit yourself.

Remember that becoming an inclusive leader is a continuous journey. There’s no destination we are rushing to arrive at; there’s no competition to win to see who can be more inclusive; there’s no scientific way, no precise indicator to measure how inclusive you actually are. The first step on this journey is inviting others to have a seat right next to you, to show that you value and recognize their contributions.  

“When people feel they are included and belong, they are able to be the best version of themselves at work and are able to contribute all of their ideas freely and openly.”

—Mita Mallick, Head of Inclusion, Equity, and Impact at Carta

About the Author: Mita Mallick is a corporate change-maker with a track record of transforming businesses and cultures. She is the head of inclusion, equity, and impact at Carta. Mallick is a columnist for SWAAY, and her writing has been published in Harvard Business Review, The New York Post, and Business Insider.

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