Start Now—Everything You Should Be Doing to Save as Much Money Possible

Photo: Create & Cultivate

I’m going to humblebrag here; I’m pretty good at saving money. Moreover, I’m not the only one . According to this Fortune article, one in six millennials has at least $100K in savings. So what’s the trick? How do you make it easier to save?

I’ve tried numerous budgeting methods. Everything from detailed budget sheets that outlined where every dollar should go, to analyzing my bank statements each month to see where I can cut down on extra spending. As well-intentioned as these ideas are, I couldn’t stick with them. After a month or two, the task becomes tedious. Eventually, I’d give up and start over with another method, determined that this time, this one would stick.

Ultimately, saving money is not a complicated matter; you simply must spend less than you earn. A “good” budget is one you can maintain. Consistency is key. So how do you remain consistent? Automate your savings.

You need to make saving money as easy and automatic as possible. Otherwise, you’re not going to do it. The premise is straightforward: save a percentage of your income each month by diverting money directly into your savings account. That’s it!

But how much should you save? And how exactly do you do this? Read on to find out.

#1: Calculate Your Expenses

Total how much you spend on necessities — rent, food, utilities, gas/transportation, phone bill, etc. Next, determine how much you spend on optional, “nice-to-have” items or activities — clothing, entertainment, travel, etc.

#2 Find Your Net Monthly Income

This is the total amount of money you bring in after taxes. Subtract your total expenses from your net monthly income. How much is left? What percentage of your monthly income remains? Can you cut anything else to save a little more? Make sure to keep some wiggle room, however, because if you don’t, you will get fed up and won’t stick to the plan.

#3 Save 10–30% of Your Monthly Income

If you can save more, that’s great! If saving 10% feels likes a stretch, start small, even if it’s just $20 a month. However, I would challenge you to look at your expenses and really evaluate if all are necessary.

#4 Automate

Once you have this information figured out, the next step is to automate it.

If you get a monthly paycheck, send the percentage you’re saving directly into your savings account. The rest can be directly deposited into your checking account.

Here’s an example:

Monthly Net Income: $4,500

Monthly Expenses: $3,600

Remaining: $900

Automate. Move:

• $900, or 20% of your monthly net income to be directly deposited into your savings account.

• $3,600, or 80% of your monthly net income to be directly deposited into your checking account.

Now, you can spend what is your checking account (although that doesn’t mean you have to spend the entire amount each month). Also, don’t touch what is in your savings. Do everything you can to leave your savings account alone. Once your savings gets to a specific amount, take a portion and invest that money instead of keeping it in your bank account. That’s it!

A few words of caution: you might be tempted to manually put a specific amount into savings and checking each month instead of automating this task. Don’t do this. Why? Because you’re giving yourself a monthly task to do. And let’s be real, you’re not going to do this consistently. You’ll get busy and forget, or be tempted to put in $400 this month because of XYZ reasons.

Hold yourself accountable and automate this task. If you have to transfer money from your savings back into your checking account for a particular reason one month, that’s fine. However, make that a task you have to do occasionally, not the other way around. Limit the temptations to save less!

I’ve found this method to be the easiest and most straightforward way to save money each month. Experiment if this method works for you. Do you have another plan that works for you? Let me know! Leave a comment below or feel free to reach out to me on Instagram @KellieCockrell. In the meantime, cheers to saving money!

By: Kellie Cockrell

This post was originally published on November 6, 2018, and has since been updated.

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This Entrepreneur Is Bringing Latin America’s Best-Kept Skincare Secrets to the Masses

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: Anita Calero Courtesy of Giovanna Campagna

Giovanna Campagna, a born-and-bred New Yorker, was visiting her mother’s native Colombia when she had an “aha” moment. “I thought to myself, here I am in the most biodiverse region in the world surrounded by the most incredible nature,” Campagna tells Create & Cultivate. “Moreover, everything I’ve learned about beauty is from the Latin women in my life and their rich beauty culture. How are there no brands speaking to this?” Given her extensive experience in fashion media and marketing, a growing desire to connect more deeply with her Colombian heritage, and a vast network of contacts to tap into, Campagna set out to fill this glaring gap in the market. The result is Joaquina Botánica, a clean skincare line that celebrates Latin America’s powerful botanicals as well as its deeply rooted beauty philosophies.

Campagna launched the brand with a single product—the Orquídea and Vitamin C Hydrating Glow Oil, a facial oil that boasts a potent blend of superfruits (including cacay, camu camu, and maracuja) and antioxidant-rich extracts from Colombian orchids—with plans to add two more products in 2021. Although Campagna started her career in fashion at Vogue and W Magazine and later co-founded a marketing agency to help Latin American fashion designers expand their reach to international markets, in many ways, her shift from fashion to beauty was generations in the making. “My great-great-grandmother founded one of the first apothecaries in Cali, Colombia in 1875,” says Campagna. “I actually named the brand after her as I am so inspired by her story. Celebrating vibrant, passionate women, and supporting female entrepreneurship is a core pillar of the brand, so Joaquina made the perfect namesake.“

Ahead, the beauty entrepreneur fills C&C in on how she took her idea from concept to company, including how self-funding her business has pushed her to be more creative and why she believes paying yourself is something to be proud of.

What inspired you to launch Joaquina Botánica and pursue this path?

When I had my aha moment, I was actually working in fashion. I started my career at Vogue and W Magazine and went on to co-found my first business in 2014, an agency dedicated to launching Latin American fashion brands in the international market. I grew up in New York but always had an inclination to get closer to my mother’s Colombian roots. Around that time, Colombia was experiencing a kind of renaissance and there were incredibly talented designers coming out of the region. However, the U.S. and Europe were still the hegemonic centers of the fashion world and it was a difficult world to break into. I realized that I could use the connections I had built at Condé Nast and in New York to help these brands succeed on the global stage and set out with my partner to do so. At the same time, I loved that my work enabled me to connect more deeply with my Colombian roots and celebrate them with the world. 

It was through that journey that my idea for doing something similar in beauty began to crystalize. I was spending more and more time in Colombia, while also becoming increasingly interested in clean beauty and wellness. My lightbulb moment came when I thought to myself: Here I am in the most biodiverse region in the world surrounded by the most incredible nature. Moreover, everything I have learned about beauty is from the Latin women in my life and their rich beauty culture. How are there no brands speaking to this? So I set out to create a line that would share the region’s incredible botanical beauty and its deep-rooted beauty philosophies. We launched with one product—the Orquídea + Vitamin C Hydrating Glow Oil—and are releasing two more this year. 

Although I did not start out in personal care, I have family history in the industry. My great-great-grandmother founded one of the first apothecaries in Cali, Colombia in 1875. Her husband passed away when they were very young, and she ran the business on her own until her son was old enough to take over. I actually named the brand after her as I am so inspired by her story. Celebrating vibrant, passionate women, and supporting female entrepreneurship is a core pillar of the brand, so Joaquina made the perfect namesake. 

You decided against venture capital and opted for the self-funded route instead. Talk us through your bootstrapping process. Why did you self-fund and would you recommend that route to other entrepreneurs? Is venture capital in the future for Joaquina Botánica?

I chose to self-fund because I established that I had enough resources to develop and produce our first products, achieve proof of concept, and meet my growth targets for the first few years. There are definitely pros and cons to bootstrapping and going out on your own, but I appreciate that I can maintain complete ownership and control of the company and grow purposefully in a way that is true to my vision. 

Deciding which route to take is extremely personal to your situation, goals, and the capital requirements of your business, so it is difficult to say what I would recommend. What helped me to decide was listening to the experiences of other entrepreneurs. The narratives of those who bootstrapped resonated with me more; they were scrappy, purposeful, and creative with their opportunities and capital allocation. They built profitable businesses that felt true to themselves and their core mission. Without a budget for hiring, they started out managing every aspect of their business, learned each area intimately, and were even more equipped to delegate when the time came. That being said, I have founder friends who do not find these stories appealing at all, and have opted to look for funding from the outset! 

Bootstrapping has definitely made me extremely purposeful with my spending, and I believe that a lot can be achieved by being resourceful. Having a more limited budget has pushed me to differentiate our brand and create something special in ways that more money can’t necessarily buy. I believe this has led to a more authentic product and voice than what could have been. 

I would not rule out fundraising in the future, but it would need to be with the correct strategic partner who would contribute more than just financial support to the business. 

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?

If you can start developing your business while still in a paid role or freelancing, I think it is wise to do so. Mentally (and financially) it can be a relief to have a stream of income while you are only seeing money go out the proverbial door on start-up costs. You may also find that you have time on your hands while things are in gestation. At least in beauty, developing original products takes quite a long time (it took us roughly two and a half years), and I sometimes found myself with not much to do while waiting for things to come together.

I did leave my previous role to start the business, but I was pregnant and gave birth to my daughter during this time, so it worked out perfectly. I dedicated my free hours to my personal life, and by the time the business launched and I began working “full-time” again, she was about eight months old (highly recommend this timeline for any moms/soon-to-be moms out there!). Had that not been the case, I definitely would have had time for other projects for at least the first year of product development, and I think I would have appreciated it. Of course, some businesses may take up all of your time from the get-go, so it takes some analysis of your specific situation. 

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

There were several large expenses at the beginning, from formulation costs to investing in a product developer (fairly predictable costs for a skincare brand). However, one of the first large expenses that I was not expecting was the legal fees for securing our trademark. I was not fully aware of this before, but once you narrow down potential brand names, you need to enlist a trademark lawyer to conduct extensive research on each to make sure that there are no conflicting trademarks or brands out there. I think about four of the brand names I wanted came back with conflicts after a search, and each round was a financial outlay. When I finally landed on a name that the lawyers deemed viable, I faced additional fees for the trademark application. That first application was actually denied, so I incurred those costs twice! 

If you feel that owning the trademark is important to the value of your business—as it definitely is for consumer products like beauty—I would recommend budgeting for this from the get-go. You can begin by speaking to trademark attorneys and finding one who can provide an estimate of fees that fits within your budget. 

What are your top three largest expenses every month?

Inventory, PR, and future product development. 

Do you pay yourself, and if so, how did you know what to pay yourself?

I do not pay myself yet but plan to begin by the end of our second year in business. 

Would you recommend other small business owners pay themselves?

It is hard to say, as it depends on so many factors. For VC-funded brands, it is common for the founder to receive a salary. If you have a service-based business, it also may be easier to pay yourself sooner as you are lighter on assets and do not have to reinvest in expenses like inventory. It also depends on your goals for the company. If your goal is to sell your business after a short time horizon, you may not prioritize a salary and be even more focused on growth to reach that payout. 

For me, it is important to factor in my salary to our financial goals, as I plan to run the business for the long term. I know that it will be incredibly rewarding to live from the work that I love, and it will only make it more viable for me to put all of my energy into the business. However, I am initially prioritizing our growth and reinvesting our revenue until we reach certain milestones. 

Photos: Anita Calero Courtesy of Giovanna Campagna

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

Maintaining a healthy cash flow is crucial; more so than profitability when you are starting out. Focus less on breaking even at first and more on your ability to generate positive cash flows. 

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

I work with an accountant on my tax returns and currently manage the monthly bookkeeping myself. I recommend using Quickbooks for bookkeeping. 

I was actually pursuing an MBA at Columbia Business School at the time I committed to launching the business and used virtually every resource available to establish my financial model. I took several courses in entrepreneurship and conducted an independent study with a professor, during which I defined the business plan and launched into product development. 

I also did extensive research by speaking to more seasoned beauty entrepreneurs, founders, and friends with applicable experience to understand the costs and where they experienced the best return on their investments. 

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

Currently, I am just using Excel, which has worked well for me. 

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?

Our online store is on Shopify and they provide a great suite of analysis tools that help you track how sales are going as well as manage inventory. 

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

Currently, I am still the only full-time employee. I do feel like I have a “team” because I work with several outside consultants and freelancers in product development, formulation, graphic design, etc. Once it becomes clear to me which area of the business needs more support in order to keep achieving our growth targets, I will begin the search for someone with that expertise. I am happy to have a “lean” operation while I learn more about our customer and market and the best way to connect with them.

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

Definitely! I think being fully aware of your financial situation, both personally and professionally, is hugely empowering. Money can be tied up with a lot of emotions for some. When I was younger, I sometimes avoided looking closely at finances out of some kind of fear. But I have found that normalizing conversations about money, knowing your situation and your options, actually makes you feel very empowered. Numbers don’t lie, which can actually be very comforting in a world with a lot of grey areas! 

I have also come across some women who don't necessarily feel comfortable saying that they are going into business with making money as a primary goal. I have, personally, come to see business as an incredible way of exchanging energy with the world and creating value for our communities and others. Receiving financial compensation as part of that, which can, in turn, enable you to support yourself and your family, should be something we are proud of. 

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

I often ask fellow entrepreneurs for advice, but ultimately make most financial decisions independently. As I don’t have a partner, I often talk through them with my husband, who is a wonderful sounding board. 

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

A great piece of advice I received is to always get three quotes for a job before moving forward. Early on, I ended up paying way more than I needed to by going with the first vendor that I came across.

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

Arm yourself with knowledge. Talk to anyone and everyone who can give you insight into your industry. Make projections of your expenses to the best of your ability, and then add a 20% cushion to that figure.

Photo: Anita Calero Courtesy of Giovanna Campagna

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Women in the Workplace: How We Combat the Staggering Stats and Get Women Back to Biz

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The events of 2020 have turned the workplace upside down. And women, in particular, have been negatively impacted. Women make up 39% of global employment, but they’ve accounted for 54% of overall job losses during the COVID-19 crisis. 

Without the support that makes it possible for women to balance their work and home lives, working women are burning out due to the increased workload from housework and caregiving.

Because of the challenges created by COVID-19, women are feeling less ambitious when it comes to their careers and as many as two million women are considering leaving the workforce, and experts predict the pandemic could set women back half a decade.

At our recent Money Moves Digital Summit, we tapped four driven and ambitious women to dive into a thoughtful conversation on the state of women in the workplace and how we can combat these staggering stats and get back to business.

ICYMI, we’re sharing some of the highlights below–– keep reading for some sage advice. 

On Boundaries...

“My advice to any working mom is to approach the idea of work/life boundaries with zero expectations–– I mean, we're in a constantly changing environment with our kids and with the state of the world, and we’re doing our best to adopt––and well, that’s doing enough.”

–Stephanie Liu Hjelmeseth, Blogger

On Creativity…

“To women in the creative field, try not to let the stagnant experience of last year infiltrate your mind––especially if you live off of your art. It’s part of the artist’s job to depict the times, so continue to seek inspiration and maintain your passion, regardless of what’s going on in the world.”

–Mirtha Michelle Castro Mármol, Poet, Author, Actress, and Entrepreneur

On Resilience…

“Really keep your foundation strong––which is your own store and your own platform––because that is really the only thing you can control while the industry ebbs and flows.”

–Lindsay Albanese | Founder and Inventor

On Managing Financial Anxiety…

“I know people talk about money mindset a lot, but there is truth to that––the way you think about money matters...don’t be afraid to look at your finances head on. Getting comfortable with your money will be one of the biggest things to help you move forward.”

–Natalie Ellis, Co-Founder and CEO, BossBabe

On Diversifying Your Revenue Stream…

“While I do believe it is smart to diversify your promotional channels––to have strong social media, to implement mass marketing, to have a strong ad strategy––I think that retail should be secondary and there should only be a few key retailers. I think the breakdown of 80% DTC to 20% retail is a smart split for your revenue channels.”

–Lindsay Albanese, Founder and Inventor

“Diversifying as a whole is so incredibly important as an entrepreneur. As it applies, think about where you are monetizing directly––where the revenue is not reliant on another brand, person, or partnership––and lean into this area of your business as a source of security.”

–Natalie Ellis, Co-Founder and CEO, BossBabe

On Collaboration…

“There are two factors I consider before I agree to collaborate with a brand: First, is if I’m already using the brand or how much I really admire the brand, and if their values align with mine. Secondly, and equally as important for a successful partnership, is really approaching the project with mutual respect from both sides. I expect the brand to respect my work and my worth––and in that way, I believe that the results will be mutually beneficial and successful.”

–Stephanie Liu Hjelmeseth, Blogger

3 Trends That Prove Digital is the New Normal–And What it Means For Your Business

The COVID-19 pandemic, as well as recent consumer behavior shifts in e-commerce, have caused long-lasting impacts to the U.S. small business market, prompting businesses to digitize as a means of future-proofing their businesses.

Having a digitally led approach is critical to equipping small business owners with the tools and solutions they need to survive in an uncertain environment. Many small business owners are ready and willing to take the plunge and do what's needed to digitize their business, yet 64% have said they found it challenging to do so. (2020 North America SBO Comms Survey, Mastercard)

At our recent Money Moves Digital Summit, Ginger Siegel, the North America small business lead at Mastercard, identified three trends that prove that digital is the new normal. ICYMI, we’re sharing them below, along with Siegel’s tips to help reinvigorate your business both on and offline–and more importantly, keep it safe. Read on for her sage advice.

Trend #1: Contactless Spending

As the realities of COVID-19 hit businesses and individuals alike demanded lower touch options for making and receiving payments.

Although 2020 was already a year we expected to see increases in contactless spending, COVID-19 has accelerated this behavior and made consumer demand shift quicker than anticipated. 46% of global consumers have swapped out their top-of wallet card for a card that provides contactless functionality (2020 North America SBO Comms Survey, Mastercard)

With social distancing evolving into a long-term norm, continued reliance on delivery, pick-up, and alternative points of sale will mandate versatile payment methods, making the market primed for tap on phone adoption. 74% of consumers said they will continue using contactless post-pandemic. (2020 North America SBO Comms Survey, Mastercard)

Trend #2: Digital Services

As COVID-19 continues to stress small businesses financially and operationally, small business owners across North America are turning to digital services to improve cash flow and modernize their payments ecosystems.

The majority of small businesses said that speed and security and transparency were their top priorities. This includes changing how their business sends and receives payments and moving clients to more digital methods. This shift to digital services is not only good for business, it increases customer satisfaction as well. In fact, 81% of businesses said when they do move to more digital payments, it does improve the satisfaction level of their customers, proving digital really is the new normal. (2020 North America SBO Comms Survey, Mastercard)

Trend #3: Cybersecurity Prevention

In our new normal, heightened fraud and bad actors in the ecosystem will require small businesses to start paying for far greater attention to cyber security threats than ever before. Business is uncertain enough—with 80% of small businesses reporting they did not monitor cyber security threats prior to the pandemic, many are incredibly vulnerable to exploitation by bad actors looking to capitalize on the current market chaos. (Zogby Analytics survey commissioned by National Cyber Security Alliance (NCSA) - Oct 2019)

Small businesses are looking for partners and advisors to help protect them against the unknown in a new world. Partners who step in and predict, educate, and guide small businesses on impending threats will become essential to their survival in the new normal.

To help close the digital divide and prepare for what’s next, Mastercard’s Digital Doors™ program,  provides small businesses the everyday business management tools and solutions to help small businesses go digital–and keep them safe. Digital Doors offers the resources and support to help small businesses navigate through current challenges and build for the future–from digital readiness diagnostic tools, educational content, and Mastercard and partner solutions.

5 Social Media Trends to Watch in 2021

Photo: Color Joy Stock

For years the social media industry has been constantly evolving, but when you throw a global pandemic and stay-at-home orders in the mix, well… buckle up! Social platforms really hit the gas in 2020 on coming out with new updates that would accommodate and entertain the sudden spike in online traffic and high demands of consumers.

As Tyra Banks once said, “You want to be on top?” Then you HAVE to prove yourself as a powerful force in the digital space by keeping up with the latest industry trends and features. Your foresight on exactly where the field is heading and implementation of that insight in the present will position you as an expert in the industry, boosting your credibility and the value you provide to your audience. With that being said, read on for five social media trends to watch out for in 2021!

Video Content

If you’ve ever doubted the value of video content on social media, wait until you hear this: our agency saw a 91.7% growth rate in our Instagram following during 2020’s Q4 alone as a result of using Instagram Reels. If you aren’t aware, consider Reels as Instagram’s version of TikTok. You essentially share short videos paired with existing audio. Thanks to their appearance on Instagram’s Explore page (and for some, an exclusive Reels feed), this new feature is a great way to organically expand your reach to thousands of new accounts.

Plus, let’s talk about the Instagram algorithm for a second. We have to understand that Instagram is a business and wants users to stay in the app for as long as possible. Because of this, your goal as a creator is to post content that users will spend an extended amount of time-consuming. When you do this, the algorithm will “reward” you by showing your content to more users because it has been deemed as valuable. 

The easiest (and sneakiest) way to accomplish this? Video! While a static photo may capture your audience’s attention for a few seconds to a minute, video can keep them engaged and entertained for minutes on end. Because of this, be sure to use video to your advantage in 2021, whether it be through Reels, IGTV, IG Live, or regular videos shared to your feed.

Nostalgic Content

This second trend proves that you and I aren’t the only ones longing for the good ole days, and we’re not just talking pre-COVID.... we’re also talking ‘90s and beyond! Now more than ever, audiences, especially those that include millennials, are loving nostalgic content because of the comfort and familiarity it carries. 

In 2021, expect to see brands putting a fun, retro spin on their graphics, imagery, and storytelling. After all, you want the positive emotions connected to this content to be tied to your brand, right? Then put your creative caps on and start embracing the old as new! Whether it be a Britney Spears GIF, a graphic depicting a ‘90s computer aesthetic, or bringing back some of your brand’s past campaigns, your audience is going to love mixing in the old with the new!

Gradient Imagery

One specific ‘90s trend that has been revitalized is gradient imagery. Gradients are essentially color transitions that depict one color blending into another. This design trend is often used to enhance various graphics by adding dimension and texture to an otherwise flat image. Here are a few ideas on how you can incorporate them into your next graphic:

• Use it as your background image. You can find an example here!

• Make it a color filter to put over an image.

• Use it to accentuate headings or specific details like this post!

• Make it the focal point of your graphic. (Psst… the Instagram app logo is the perfect example!)

Humanization of Brands and Influencers

After an unprecedented year like 2020, brands have had to embrace authenticity and vulnerability on social media in order to avoid coming across as tone-deaf. What we believe a majority of brands and influencers have realized through this, however, is that the best way to ultimately grow and convert an audience is by fostering a relationship with them. 

Consider the know, like, trust factor. First, an audience has to know about you. Once they know about you, they can come to like you. Once they like you, they can grow to trust you. Once they trust you, they’re sold! Consumers purchase from brands they trust.

In 2021, we can expect brands, both personal and corporate alike, to connect with their audience by sharing their faces, mission, values, and behind-the-scenes on social media. Don’t expect it to stop there! We can also see brands placing an emphasis on engaging with their audience via comments and DM. Through this trend, brands can speak to the hearts of consumers by allowing them to fully know and trust the faces behind the brand.

Inclusivity and Social Consciousness

We saved the best trend for last and may have fibbed a bit because our fifth one is hardly a trend at all. It is not something that will come and go like the seasons—it is a movement that is here to stay. 

In 2021, we believe both business and personal brands will continue to advocate for and promote inclusion and social consciousness on social media. 2020 ignited an eye-opening fire for many, and 2021 is the opportunity to continue making that change. In addition, we can expect to see an overall increase in real conversations and standing up for various beliefs and causes across social platforms. 

I hope this blog post was insightful for you in understanding what social media trends you can expect for the year ahead! Position yourself as a leader in the digital space and give these a try for yourself. 

“After an unprecedented year like 2020, brands have had to embrace authenticity and vulnerability on social media in order to avoid coming across as tone-deaf.”

—Becca Booker, Founder of Homemade Social

About the Author: Northern-California made, Becca Booker received a double-major in marketing and journalism from Barrett, The Honors College at Arizona State University, and now lives under the sun in Phoenix, Arizona. Shortly after graduating, Becca created her business, Homemade Social, and quickly became a respected entrepreneur in the valley. Dubbed the “modern social media queen” by AZ Foothills, Becca is revolutionizing the social media game and inspiring brands to use innovative tactics to grow their social media.

As an advocate for healthy relationships with social media, she recognizes society’s obsession with vanity metrics and believes it is important to utilize her platform as an opportunity to provide others with the resources they need to take a better approach towards social media with their business. Becca is also a loving dog mom of Jojo the Cattle Collie mix (why yes, her dog has an Instagram), and can be found with a Venti Iced Soy Matcha Latte in hand at almost all times.

About Homemade Social: Homemade Social is a boutique social media marketing agency based in Scottsdale, Arizona that specializes in social, digital, and influential campaigns for lifestyle brands. The company's mission is to advocate for a healthy relationship with social media while providing small to medium-sized brands with exceptional social media management, advertising, and email marketing services to help them grow their businesses and digital presence.

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3 Money-Saving Tax Tips for Small Businesses

Photo: Ivan Samkov from Pexels

If you were to ask anyone who just launched a business, start-up, or product in January of 2020 where they’d be in a year, I’m sure most would have had an optimistic answer and replied with an answer along the lines of “hoping my business will take off.” Unfortunately, that was in a time before COVID. Now, an estimated 60% of small businesses have closed in the past year, and the impact the pandemic has had on small businesses is absolutely heartbreaking. I myself launched a small business right before the pandemic hit and completely understand the challenges that most founders face. I am one of the fortunate ones who has been able to maintain my business through an online presence and very dedicated clients. 

Most of my clients are also small business owners who faced the same challenges as me in 2020, and as a tax strategist and owner of Your Tax Coach, it’s my goal to help them navigate PPP loans, EIDL grants and loans, the COVID relief bill, a change of presidential administration, and now, tax season. You’re probably wondering “what is a tax strategist” and “what exactly makes you any different from an accountant?” Simple, my goal is to save business owners like you tens of thousands of dollars on your tax returns, while also relieving your tax-related stress and anxiety through consistent, easy-to-understand communication. 

An accountant will keep records of your finances throughout the year and keep your tax returns compliant. They don’t look for different strategies to apply when filing your taxes and their goal isn’t to save you money, especially if you are a small business owner. For example, did you know that you can claim your cell phone bill, internet, business coaches, courses, conferences, books, magazines, coworking spaces, website design, and even those holiday cards you sent to clients on your tax returns? Some tax strategies also include paying your children and paying yourself rent through your business. Accountants aren’t going to include claims like these because it takes time and documentation to implement. 

Now, this is how I saved my clients over $4.5 million in 2020 on their tax returns, and what I recommend you should do. Here are my top three tips for all small business owners filing their taxes this year.

1. If you profit over $40,000 a year in your business, you should probably be an S Corporation, not a sole proprietorship or LLC. 

It’s easy to assume just because you are a one-woman show running a small business that you don’t necessarily qualify to be considered an S corporation. Although S Corporations require an application and documentation, this is an easy way to save up to $22,000 in taxes each year.

2. Know your numbers, and update your bookkeeping monthly.

Track, track, track! Staying on top of your bookkeeping each month (or, better yet, each week) makes it so much easier to know how much you are profiting. Waiting for your accountant to figure it out a few weeks before taxes are due will not only be a pain but will also likely result in you overpaying in taxes. 

3. Have a tax strategy session with a tax strategist (you’ll be surprised to know that you’ve been overpaying for years). 

Again, a tax strategist is entirely different from your accountant, and meeting with me or another tax strategist, you’ll quickly realize you’ve been overpaying taxes for years. 

Bonus tip: Have a home office? Make sure you’re getting the maximum home office deduction. (There are multiple ways of calculating it.) 

Most small business owners and entrepreneurs don’t have a traditional office space that they’re renting. We all know that you're really working in some small makeshift office, which, technically speaking, is still considered a home office. If there is a desk, computer, and chair present, you got yourself an office. Make sure you know to deduct this when you are filing your taxes. 

Overall, a tax strategist is going to go above and beyond to save you as much as possible in taxes. My biggest recommendation is to invest in yourself and your business and hire someone who is going to ensure that filing your taxes is a fun and easy process, instead of dreading it. Your tax strategy should be seen as a MUST, not a plus. 

"Invest in yourself and your business and hire someone who is going to ensure that filing your taxes is a fun and easy process, instead of dreading it."

—Barbara Schreihan, Founder of Your Tax Coach

About the author: Barbara Schreihan started her career journey working at many different accounting firms, and she quickly noticed that her firms were lacking in customer service and tax strategies. She decided to take a risk of her own and start her own accounting business with the main goal of implementing strategies for clients to reduce the tax impact on themselves and their businesses. She now provides clients her services through tax strategy, tax preparation, and business intensives. Her goal is to customize either of these three services and implement strategies for clients to reduce tax impact for their business. For more information, be sure to follow her on Instagram or visit her website.

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Meet the Black Woman Shattering Glass Ceilings in the Spirits Industry

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 new series, From Scratch. But this isn’t your typical day in the life profile. We’re getting into the nitty-gritty details—from writing a business plan (or not) to sourcing manufacturers and how much they pay themselves—we’re not holding back.

Photo: Courtesy of Nayana Ferguson

It’s not easy being the first, and it’s not easy breaking into an industry with no prior experience. But Nayana Ferguson, the first Black woman to own a tequila company in the United States, has done both. Leveraging her previous business experience, the barrier-breaking entrepreneur launched Anteel Tequila, which she co-founded with her husband Don Ferguson, in August 2018 with the goal of creating a great-tasting spirit without any additional mixers, syrups, or sugars. Fast forward to 2021, and it’s safe to say she’s accomplished that mission—and she has the accolades to prove it.

Although the Detroit-based premium tequila brand boasts a modest portfolio of three tequilas, including the world's only coconut lime blanco tequila, as well as a blanco and reposado expression, it’s attracted the attention of the spirits industry—and received several prestigious awards in the process. Last year, all three of Anteel Tequila’s expressions were awarded medals at the San Francisco Spirits Competition, with the coconut lime blanco and reposado garnering a silver medal and the blanco receiving a bronze medal, and the coconut lime blanco tequila and the reposado expressions both earned double gold medals at the SIP Awards. The brand is also a beloved hometown favorite and was also recognized by Metro Detroit Times’ readers as the Best Michigan Tequila Brand for the second year in a row.

Create & Cultivate spoke with Ferguson about her experience of building a business from the ground up without a traditional plan, how Anteel Tequila has adapted during the COVID-19 pandemic, and her best piece of financial advice for new founders.

Did you write a business plan? If so, was it helpful? If not, what did you use to guide your business instead? Why did you take that approach?  

No, initially, I did not write a business plan. I’d had other businesses in the past, so I knew what I needed to do to set up the foundation of this business and I knew that I did not necessarily need to have a business plan in the beginning. As the business has grown, we decided to write a business plan to help with our focus on growth, marketing and to be ready for future investments that would require a business plan. I would recommend a business plan for those who may have never had a business before, even if it is a simple one, as it is a great guide and helps a new business focus and organize the important factors, such as a summary of the business, what the company will be doing, marketing, and the products or services.

How did you come up with the name Anteel Tequila? What are some of the things you considered during that process? 

Originally, we started out with the name Teeq Tequila, but we noticed early on that the name did not feel totally right and the name kept getting confused with my husband’s other company Teeqlife. We already had the name Anteel in our list of names for future products, so, we decided to rename the tequila brand. The name Anteel comes from a species of Antillean hummingbird and truly, it just fit better with the brand, the logo, and our story.

What were the immediate things you had to take care of to set up the business? 

The initial items we had to take care of were our Articles of Incorporation and our FEIN in order to open a business bank account. After that, we were able to open a bank account to fund our business, which allowed us to pay for initial material orders, our website, and other items in the business name. Subsequently, we started the process of submitting our trademark and hiring the professional services we needed to make sure that we were legally set up, such as a business attorney and accountant.

What research did you do for the brand beforehand? Why would you recommend it? 

Prior to creating our tequila brand, we went to bars and restaurants to speak with bartenders and owners, to get their ideas on bottle types, their favorite type of tequila brands, and any other suggestions they may have had on creating a tequila brand. This research was beneficial because we found out several things that went into the creation of our bottle and the flavor profile for our tequila brand. For the name Anteel, we researched hummingbird names, since our logo is a hummingbird. Even though there are several names of hummingbirds out there, the Antillean name just spoke to us. Researching a name is a great way to find something meaningful to you, your brand, and the ideology of the company.

How did you find and identify the manufacturers that you work with? What makes a successful partnership and what advice can you share for fellow business owners on finding the right partners? 

I found our tequila distillery on Google. When I started researching, their name came up several times, so I emailed them with questions and they responded right away. After that initial email, we set up a Skype call that allowed us to speak with them directly and we were able to ask all the questions about how to move forward with making our tequila brand. Our distillery was very helpful in directing us on the steps to take and some things that we needed to find out about. I believe successful business partnerships are based on communication, the ability to ask questions, and mutual respect. I recommend to any business owners that they ask questions and try to find potential business partnerships that they feel comfortable with. When you feel that you can get your questions answered and the company you are working with, has your business’ best interest in mind, it is the foundation of a great partnership.

Did you self-fund the company? If so, how did you bootstrap it, and what was that process like for you? What path would you recommend to entrepreneurs today? 

Yes, we self-funded the company for the first year and a half. To make the money that we invested stretch, we made sure to only spend money on essential items for the business. As the business started to grow, we opened a round of investing for friends and family, which has helped us to continue to grow the brand and move our product into other states. I do not know that I could recommend self-funding or raising money, as it would depend on the business. There are several business types that can be self-funded initially and some that would need a significant investment amount. A business owner would need to determine what they need and research or formulate a plan for whatever is needed.

Do you pay yourself, and if so, how did you determine what to pay yourself?

The most important thing is the business, so at this time, neither my husband nor I have paid ourselves from the business. When the time comes for us to pay ourselves, we will determine all the costs needed for the business to grow and we will factor in a salary into that budget.   

How big is your team now, and what has the hiring process been like? Did you have any hiring experience prior to this venture? If not, how did you learn and what have you learned about it along the way? 

The team directly responsible for the executive decisions, the direction of the brand, and its growth is a team of two. However, being in the spirits industry, there are several business partnerships that we have to get our product into the U.S., on the shelves, and in front of our customers. Both my husband and I have previous hiring experience, so when the time comes for us to hire more people for our team, we will be prepared. 

Did you hire an accountant? Who helped you with the financial decisions and setup? What do you recommend and what advice do you have for that? 

Yes, we have an accountant who has helped us with several aspects of setting up our company’s corporation and the accounting firm continues to work with us for taxes and any questions that we have. To keep track of our financials and everyday expenses, we use Quickbooks. This program makes it easy to keep track of everything and allows our accountant to have access to our financials.

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

We have promoted our product in several ways, including social media, in-store tastings, and in-person events (pre-COVID), and business partnerships. By having a robust marketing plan and consistent visibility on social media, these things help to create the buzz, so people know who we are and what our product is.

Do you have a business coach or mentor, and if so, how has this person helped? Would you recommend one? 

No, I do not have a business mentor or coach. However, I do recommend new business owners to have a business coach or mentor, if possible, as they can answer questions, advise of different steps to take, and provide motivation.  

How has COVID-19 impacted your business operations and financials? What tactics and strategies have you put in place to pivot and ensure your business is successful through this period? 

COVID-19 has impacted our business due to the inability to market our product in person at events and in-store tastings. We have also been impacted in sales, as bars and restaurants are no longer ordering as much as they used to, due to loss in customers because of stay at home orders. In order to make sure that we were still growing through this difficult time, we started focusing more on our marketing efforts. Even though we have a consistent social media presence, we started looking more into the content that we were providing on social media and drilling down on what our customers are looking at. We also started working with our public relations company more to get media and press to work on our national visibility. 

What short-term changes will be crucial to your business strategy long-term post-COVID-19 and what plans are you making for when we get back to “normal?” 

The short-term changes that we have made regarding our marketing and social media content are definitely changes that we plan to keep in place for our long-term post-COVID plans.  Whenever we get back to “normal,” we plan to travel to the states that we are distributed in, to participate in social events, have in-store tastings, visit retail locations and create partnerships to further the visibility and growth of our product in those states.

What advice can you share for small business owners, founders, and entrepreneurs who are also reeling in response to COVID-19?

As the pandemic is an unprecedented time, business owners have to start thinking outside of the box, as there are still opportunities out there for businesses to thrive. COVID has created a new “normal” in how we interact with others and businesses need to think of ways that can adapt to these changes. If possible, talking to a business coach or mentor can help to provide motivation and support. Talking to others may certainly help owners/founders/entrepreneurs to remember their “why” of going into business and this could help to reinvigorate their business.  

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

I cannot think of anything that we did not do in the beginning that was crucial. I always advise new business owners to reach out to other business owners to find out important steps, so that they will not make any crucial mistakes.

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

The advice that I have for new potential business owners would be to formulate the plan for your business, research other businesses like yours or similar, and get a business coach/mentor/consultant. There will be so much information to find out regarding a new business, but my other piece of advice is don’t dwell on trying to get everything you need before you start—that is why most new business owners do not start their businesses. Get important information, get advice, but move forward and START YOUR BUSINESS! 

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

The number one piece of financial advice I can give is to make sure that your company is set up properly and legally. I would recommend speaking to an accountant about the proper business structure, especially for taxes. This is the one piece of advice that will save money in the long run!

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

If I went back to the beginning with the knowledge I’ve gained, I would advise myself to learn a little more about the spirits industry, the business aspect of it, and how to strategically move into different states. I would also advise myself to keep moving forward, that everything would be figured out, and not to worry.

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This Beauty Entrepreneur Is Changing the Industry With an Accessible Under-$15 Brand

Photo: Courtesy of Colette Laxton

Any investment in knowledge pays interest, even (and especially) when it comes to the beauty industry. With so many brands available in a highly competitive market, how do consumers see through the marketing clutter and educate themselves in order to make informed purchasing decisions? Thankfully, The INKEY List is imparting the beauty of knowledge to their ever-growing community.

Founded by Colette Laxton and Mark Curry in 2018, The INKEY List is the ultimate affordable, accessible, transparent, and efficacious skincare brand, born from a belief that better knowledge powers better decisions. Frustrated by the lack of transparency and education in the skincare industry, Colette and Mark saw a clear gap in the market for a skincare brand that actually informed their customers about what they were buying. Having seen platforms full of communities that were turning to each other through the confusion about products, ingredients, and what brands were telling them, they knew that knowledge needed to be at the heart of their business.

In this episode of WorkParty, Jaclyn sits down with Colette to dive into The INKEY List’s information-driven mission and the challenges of creating a beauty brand while simultaneously educating their customer.

Subscribe to WorkParty and never miss an episode.

On having a co-founder…

“It blows my mind that people have companies on their own. Having a co-founder to scream at, to cry with, to celebrate with, I honestly commend and I’m in awe of anyone who can do it on their own.”

“This is more than a marriage we’re talking about because this is your future, this is your finances, this is your life. Having someone you can 100% trust is the cornerstone of any co-founder relationship.”

On democratizing skincare…

“The single-ingredient products were driven by this idea of democratizing skincare and making it as simple as possible for everyone to understand, but if you want to make it accessible to everyone, then the price needs to be accessible too.”

“To create every product under $15 has been crazy hard to do, but it’s also a challenge from a customer perception perspective. Teaching consumers that you don’t have to pay $50 for a serum is actually the biggest challenge that we face.”

On breaking into a competitive industry…

“It’s not about what you do, it’s about why you do it, and we so clear from the outset about what our brand’s superpower are: knowledge and education.”

“As an entrepreneur, if you can find a point of difference, start with “why” and really understand what you’re doing and why.”

On launching at Sephora…

“We launched with Sephora in the U.S. within six months of our brand launch. We didn’t even have a warehouse in the U.S., and we had to take on extra funding in order to afford the stock to support Sephora.”

“We were scrambling behind the scenes and had no idea how Sephora worked. They were talking about endcaps and fixturization, and we were nodding and smiling, then Googling what to do.”

On navigating tough times…

“People are going to tell you you’re idea is rubbish or it’s never going to work, just stay in the game. Keep that passion that you’ve got inside you and just stay in the game.”

On being an entrepreneur…

“You literally give up your life. There’s no part-time entrepreneur, and I would say I’ve definitely given up three years of my life. It looks really cute and fun, but it is so much hard work.”

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This Social Entrepreneur's Career Pivot Is Proof That Pursuing Your Passion Can Be Life-Changing

“Most people thought I was crazy to leave my job for a career they deemed uncertain.”

—Jamila Trimuel, Mentor, Social Entrepreneur, and Philanthropist

Going to work every day should feel like waking up on a Saturday morning. In fact, It should barely feel like work at all. Most people go to work dreading the tasks ahead of them, and I understand because I was the same way. It wasn't until I decided that I wanted a career with more flexibility that I knew I needed to make a change. I remembered when one of my college professors said, "Choose your career based on what you would do for free." At first, it sounded crazy—little did I know he was onto something.

I had a promising career working for one of the country's top hospitals, managing the cancer service line's strategic planning process.  While working for the hospital, I made sure I designated my free time to mentor young Black girls growing up in the Southside of Chicago. I knew that I had a different advantage than other children because I did not lose my father to gun violence or have a mother on drugs. Girls that grew up in these conditions are often overlooked and deemed capable of raising themselves when that is an outrageous task to put on any child, let alone our Black children. 

One Saturday, one of my mentees brought me her résumé and explained she was having a hard time finding a job. After reviewing her resume, I became extremely frustrated because one of her bullet points listed, "Looking for a job." No one thought to tell her this was inappropriate, and I was so overwhelmed because I knew so many other girls were overlooked and made simple mistakes just like this. I realized I needed to change, and my calling wasn't in healthcare. It was in education. 

My passion became my purpose. I started Ladies of Virtue in 2011 to assist young girls who were neglected and passed up because of the ridiculous stereotype that they need less nurturing or support than other children. 

Most people thought I was crazy to leave my job in healthcare for a career they deemed uncertain. Mostly because I applied to a program that only accepted 2% of their applicants. Clearly, it was not their purpose to see because six months later, I received an offer in the two-year residency program. 

Staying in my purpose was not easy in the slightest bit. In what was supposed to be the most extraordinary part of my life, I experienced some of the most devastating losses bringing me to the lowest points of my life. In a chain reaction of events, I lost my mother-in-law to cancer. A few months later, I found out I was pregnant, but I lost the baby to a rare condition after five months. Due to all of the stress, I turned to eating and gained weight at an exponential rate, putting my health at risk once again. 

Everything in me wanted to quit, and I had good reason too, but I knew that it isn't what happens to you in life; it's how you respond to it that matters. Living my purpose meant I had to take care of more than just the girls I was mentoring. My mental and physical health needed to be a priority, as well. If I didn't change my lifestyle, I wouldn't be a healthy vessel for the girls in Ladies of Virtue. Ultimately, bettering my health directly reflected in the girls that I mentored. If  I was good, so were they. 

Throughout my journey of living my purpose, it became more than just mentoring. Ladies of Virtue became a small role in a master plan to better the lives of so many children. There are so many alumni of Ladies of Virtue that would have never ended up in a Ph.D. program like Deidra. Seeing these girls succeed gives me joy, the joy that you feel when you wake up on a Saturday morning. I no longer have the feeling of anticipation that comes with wondering about the future because I love exactly where I am now, living in my purpose. 

About the author: As a mentor, social entrepreneur, and philanthropist, Jamila Trimuel has over ten years of experience in strategic planning and community engagement for nonprofit organizations. Jamila is a Broad Residency alum, a highly competitive leadership program that places participants in high-level managerial positions to help transform our public school systems. Jamila was recognized as Northwestern Memorial Hospital’s Humanitarian Award winner in 2012. She was also recognized as a Change Agent and invited to the United State of Women Summit hosted by the White House in 2016. In 2017, she was recognized by Chicago Scholars for their 35 under 35 Award and received Rush University’s Hidden Figures Award. 

Jamila was one of the 100 community leaders from Chicago (500 in total around the world) invited to attend the inaugural Obama Foundation Summit in 2017. She also won the Coaches Award at the 2018 Social Venture Partners (SVP) Fast Pitch competition for Chicagoland nonprofits. Jamila also presented her Tedx Talk in 2018 entitled, "Make Today Your Saturday. Live a Fulfilled Life of Purpose." Furthermore, in 2018, Jamila was honored alongside Jesse Jackson Sr. with the "Giving a Hand Out to Give a Hand Up" Mentoring Award by the Calahan Foundation. In 2019, Jamila was honored with the Leading Lady Community Award by the Daisie Foundation.

Jamila has a bachelor of science in community health from the University of Illinois Urbana-Champaign and a Master of Science in Health Systems Management from Rush University. She also holds a Masters of Education in Educational Leadership from The Broad Center for Management of School Systems. In addition to the Broad Residency, Jamila graduated from several prestigious leadership programs including the Schweitzer Fellowship and the IMPACT Leadership Development Program founded by the Chicago Urban League and University of Chicago. She is also a Kellogg Executive Scholar from Northwestern University. In addition, she is a Licensed Minister at New Life Covenant – Southeast under the leadership of Pastor John F. Hannah. Jamila resides in the South Loop community with her husband, Damien.

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Inspired Women, Inspiring Women

We tend to focus our attention on moving forward and what's next. But in building a better future, we must also draw upon the stories of the past. Where we are now – and often who we are now – is a culmination of the influence and efforts of the women who came before us. In honor of Black History Month, we are amplifying the stories of influential Black women past and present. Meet the inspired women who are inspiring women – modern-day history in the making.

SHAY SWEENEY

Founder, Sweenshots X Shay Moné Studio and Co-Founder, Influencing in Color

Shay Sweeney wearing Vince Camuto Rib-Knit Lounge Pants, Rib-Knit Top, and Aslee Two-Strap Mule

Name three traits that describe yourself 

Loyal, hard working, God fearing 

As a Black woman, what are you most proud of?

I am most proud of just that, being a Black Woman! I am comfortable in my own skin, I am comfortable with my hair, and everything about me! 

What Black woman from history has been an inspiration to you? 

There are so many to name and hard to just pick one. All of the black women before me that have fought so that I can have a better life - I am forever grateful. One that comes to mind in particular is civil rights activist and journalist, Myrlie Evers. 

How did her influence change your life or inspire you?

Myrlie Evers husband was assassinated because of his activist role during the civil rights movement. After his death she continued to fight for change and has so many accomplishments. She helped secure money for the Nationals Women's Educational fund, the 1st female chair of the board of directors for the NAACP, and even delivered the invocation for President Obama at his second inauguration! Her journey just shows that the fight doesn't stop! We must use our voice and keep fighting for justice and never let up. I admire her perseverance and dedication. 

What question would you want to ask her, if you could have the chance? 

I would ask her how did she find joy through living through so much? Her husband was assassinated because he was a black man wanting equal rights; I would want to not only give her a hug but want to ask her what her thoughts are on what is going on in society now as we are still fighting for change.

Why is it essential to empower other women?

I think women are so strong and powerful and we have to lift each other up and support one another! We are stronger together, and I live by collaboration over competition. We have to cheer each other on, support each other's wins, and show out for each other when needed!

“Don’t let what you see around you dictate what your future looks like. Dream, dream even bigger, and make it happen for yourself!”

SHAY SWEENEY
Founder Sweenshots X Shay Moné Studio and Influencing in Color

What advice would you give to younger Black women today?

Believe in yourself and be comfortable in who you are! Many times we don't look how others want us to look, our hair is not what they deem to be acceptable, and the list goes on! We have heard it for so many generations that at times it's easy to believe that we will never make it and we don't know our worth. Well I'm here today to tell you that you have to believe in yourself, black is beautiful, and never let anyone tell you otherwise! Walk in power! 

What is one thing you know now about being a female entrepreneur that you wish you had known earlier in your career?

I wish I would have known to just start! We often think that we can't do certain things until we are in a certain place in our lives. When the idea comes to mind, jot it down and come up with a plan. Don't wait! The only person often holding us back from doing things is the fear that we have for ourselves. I would have started my blogger journey earlier and started with the resources I had at the time. Don’t be afraid to start, and don't be afraid to fail and pivot! It's all part of the journey. 

How do you hope younger Black women view you? What do you hope they can learn from your experience?

I always say that I hope that people see a petite black woman that has conquered so many things that are not normally done by people that look like me. I've modeled, I've been in ad campaigns for major brands, I've started businesses, I've finished grad school with kids and while pregnant. None of these things were things I ever saw anyone doing that looked like me because I was never the ideal person for those roles and was even the first in my immediate family to even get a masters degree. Don't let what you see around you dictate what your future looks like. Dream, dream even bigger, and make it happen for yourself! 

What is a challenge you had to overcome when building your business/brand that speaks to your experience as a Black woman?

One of the challenges I've faced being a Black woman is often being overlooked and underpaid. Also, when working with brands it's not always about the money. I like to challenge the brands to see what commitments they have for change, what are their long term goals for working with women that look like me, and try to make sure I am not a check box for their campaign. By doing this I feel like my job is to push the needle, and keep the conversation going so that future black content creators can have an opportunity and not be overlooked. (Our Influencing in Color mission)

How do you prioritize self-love and care?

I have a super busy schedule and life! I make a point every morning to drink my hot water, read my devotional and Bible, and journal. I feel like this is my only time of the day where it's peaceful and it's part of protecting my mental state. 

---

RANTI ONAYEMI

Founder, Ranti in Review

Ranti Onayemi wearing Vince Camuto Animal-Print Cropped Pants, Animal-Print Puff-Sleeve Blouse, and Aslee Two-Strap Mule

Name 3 traits that describe you:

I am resilient and tenacious, incredibly loyal and supportive of those I love, and a bit of an introvert (not shy).

As a Black woman, what are you most proud of?

I am proud of my Nigerian heritage and culture. Nigerian women, especially, are amazingly strong and resilient and I would like to think I inherited some of those wonderful traits. In my early Lagos upbringing, I was surrounded and supported by amazing female role models, which gave me a strong foundation and empowered me to dream big. Hailing from such a culture, one almost has no choice but to be independent and fearless.  

What Black woman from history has been an inspiration to you? How did her influence change your life or inspire you?

My first, most profound and lasting inspiration is my Aunt Juliet. As a child, I remember she embodied everything that I wanted to be, poised, driven, stylish and accomplished. She was the first female entrepreneur I knew, I idolized her. She was very encouraging of my passions and dreams, even at an incredibly young age. Her presence in my life introduced me to fashion and nourished my creative side.

What question would you want to ask her if you could have the chance?

I can remember her seeming so confident and collected. Having worked in this frenetic and often overwhelming industry for some time now, I always wonder when she felt she had things figured out or when she felt a sense of stability. I must say, I am hoping to get there one day.  

Why is it essential to empower other women?

I just think back to the many struggles I have faced and the many walls and barriers I’ve confronted along my journey into entrepreneurship and so I guess I feel a sense of duty. If there is anything I’m able to do to give the next generation even a small advantage or insight, I feel it is my responsibility. We are part of a continuum in that way, so I do what I can today, and the next generation passes this good will along. This industry is especially tough and unforgiving for young women of color, so I feel a special commitment and responsibility to help young black and brown women when I am able.  

“I am proud of my Nigerian heritage and culture. Nigerian women, especially, are amazingly strong and resilient and I would like to think I inherited some of those wonderful traits.”

– RANTI ONAYEMI
Founder, Ranti in Review

What advice would you give to younger Black women today?

To be tenacious, never take no for an answer, and understand that you may have to reach out 100 times before you get that first opportunity. Be driven and most importantly, if you get an opportunity, put in the work and deliver!

What is one thing you know now about being a female entrepreneur that you wish you had known earlier in your career?

I was a bit naïve in thinking that working hard is all you must do to succeed and grow professionally. Along the way, I’ve certainly learned there are many other factors and dimensions that are out of your control. To be completely honest, as a black woman, I can remember seeing some friends and peers from different backgrounds seemingly find opportunities and success without facing many of the obstacles and barriers I’ve discovered along the way. Coming from a different culture, I was less aware of how impactful race can be while trying to carve my career path in this country. I hope we are all working to help level the professional playing field for black women and women of color. 

How do you hope younger Black women view you? What do you hope they can learn from your experience?

I am not perfect. Social media has this way of painting that perfect picture, I am far from that. I have my struggles, I have my fair share of challenges professionally and in my day-to-day life. I have also had my share of failures. I hope I can be an example of someone who faces those challenges, never gives up, keeps pressing forward and does not let setbacks get in the way of the bigger picture.

What is a challenge you had to overcome when building your business/brand that speaks to your experience as a Black woman?

Knowing my worth and finding the self-confidence and conviction to ask for what I know I’m worth. Perhaps the hardest part of this is knowing when to walk away from an opportunity when you feel you’re not being appropriately valued, even if it is something you really want or are excited about.

How do you prioritize self-love and care?

This one is a work in progress. Don’t get me wrong, I do love myself, but this industry often feels like a 24-7 adventure, and sometimes this comes at the expense of prioritizing my health and wellness. From time to time, I do have to power down and take some time away from social media and work in general.  It took me a while to realize and accept this, but today, this is essential to my mental health. For me, it is always important to pay close attention to what my mind and body are telling me.  

You May Not Have Heard of This Barrier-Breaking Brand, But Beyoncé and Oprah Have

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 Jacquelyn Rodgers

Jacquelyn Rodgers knows firsthand that representation matters. “Growing up, my mom painted angels, nativity scenes, and Santas brown, like our family,” explains Rodgers. “She was very intentional about making sure we had images that looked like us.” So naturally, when Rodgers had children of her own, she also wanted her son and daughter to see themselves reflected in a Santa who looked like them, but she soon discovered there was still a void in the market for diverse representations of the Christmas character, even all these years later. After a search for Black Santa-themed holiday wrapping paper left Rodgers empty-handed, she decided to do something about it. Given her past experience in consumer packaged goods and her knack for sales and marketing, she was confident she could address the gap in the market for diverse gift wrap.

And that's exactly what she's been focused on since launching Greentop Gifts in 2016. Today, the brand’s signature character, Clarence Claus, isn’t just on gift wrap, he’s also on pajama sets, “ugly” Christmas sweaters, and ornaments, all of which helped propel Greentop Gifts to recording its highest sales yet in 2020. And being featured in O Magazine as one of Oprah Winfrey’s “Favorite Things” certainly helped the brand’s rapid growth! Despite the pandemic, the business has continued to thrive thanks in part to Rodgers being the recent recipient of small business grants from the Visa and IFundWomen Black Women-Owned Business Grant Program and the Black-Owned Small Business Impact Fund from Beyoncé’s BeyGood and the NAACP. In fact, next month, the brand is set to expand its offerings beyond the holidays to include year-round celebrations, from baby showers and children’s birthdays to graduations, with the goal of making these special occasions more inclusive and diverse.

Scroll on to learn more about how the successful entrepreneur built her barrier-breaking brand, including why she believes having honest conversations about money can make all the difference in the financial success of a company.

Can you tell us a bit about your background and what you were doing professionally before launching Greentop Gifts? 

My background is in sales and marketing. Prior to working on Greentop Gifts full time, I worked for over a decade at two of the top 100 consumer packaged goods companies in the United States. I started the business while working full time and so many of the skills and day-to-day functions of my corporate career have been extremely helpful in starting my own business.

What was the “lightbulb moment” for Greentop Gifts? What inspired you to start your business and pursue this path?  

Growing up, my mom painted angels, nativity scenes, and Santas brown, like our family. She was very intentional about making sure we had images that looked like us. Once I had my son, I wanted him to see images that looked like him, and I quickly realized there was still a void in the market. After searching retail stores in multiple states and not seeing any products like my idea at the time, I knew there was a void in the market and a need for items like we created.

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

We self-funded the business in the beginning. We later had a small friends-and-family round to help us with buying inventory early on. In 2020, we won three small business grants that have helped us fund our marketing efforts even more. The challenges with self-funding, for us, was growing slowly. Every penny counts and we had to be very intentional with our spending. If you are able to self-fund or take out business loans for product-based businesses, I would recommend it. Everyone doesn’t need to bring on investors in the beginning. 

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

The most important area to focus your financial energy is understanding your basic cost of doing business and your margins. Before launching our business, we researched shipping, freight, sales and usage tax, shipping supplies, etc. Making a list of all your expenses and fees is always a great exercise to focus on before launching your business.

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

Our first really big expense was shipping. We are an e-commerce based business and seeing our first shipping bill from our fulfillment company was a shock. 

What are your top three largest expenses every month? 

Our top three expenses every month are marketing, shipping fees, and payroll.  

Do you pay yourself, and if so, how did you know what to pay yourself? 

I don't pay myself a formal salary.  

Photo: Courtesy of Jacquelyn Rodgers

Would you recommend other small business owners pay themselves? 

In the beginning, you should pay yourself enough to survive. Remember, starting a business is one thing, but turning a business into one that has consistent success is going to take sacrifice. Most of your money has to be reinvested in the business to really grow it. The next idea, the next employee, the next office, the next warehouse. You have to eat and pay the bills obviously, but beyond that, you've got to make sure that your business is surviving as well. 

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

I knew we were ready to hire when I couldn’t focus on innovating new products because I was focused on the operations side of the business. The business would not grow if I didn't make time to create new products. When you start your entrepreneurship journey, your business is your baby. I struggled to turn over some aspects of my business, but once I found the right people who were experts in their fields and could help us grow, it made it easier to hand off certain aspects of the business. 

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

We did hire an accountant. My husband has a background in finance and was able to manage those decisions in the beginning.  

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

When we first launched we used QuickBooks and recently switched to Bench Accounting. Both have been helpful as we grow and scale our business.

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?

For small business owners, get rid of bills that are burning money! We had a few subscriptions and services we were not utilizing and those were first to go. 

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

Yes! Having conversations about business credit, raising capital, and making smart financial decisions early can make all the difference in the financial success of your company.

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

I don’t currently have a financial mentor, but I have strong business relationships with our accountant and a local bank. My co-founder has an MBA in finance. His background and work experience have been extremely helpful as we grow our business.

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

Don't blow your money. It is going to be tempting to think you've made it in the beginning and go out and spend money. Avoid that urge. Think about your business. Plan for your business. You haven't made it just yet.

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Simple Ways to Upgrade Your WFH Space

A balanced home sets the foundation for a balanced life to unfold. At Create & Cultivate, we apply this same principle to our workspace—which, for many of us, has taken on new meaning this year as WFH has become the new norm. Whether you’ve temporarily transformed your guest room into a home office or simply designated a corner of your kitchen table to your workspace, the importance of having a dedicated place to work within your sanctuary has never been more abundantly clear. We tapped three entrepreneurial and influential women to showcase simple ways to level up your WFH setup and maximize productivity with Thomasville accents and accessories — proof that small changes can make a BIG impression.

Read on to hear their tips to level up your WFH setup.

Amina Marie | Shop the WFH Setup

1.  An ergonomic office chair is a great investment piece because our chairs are the place many of us spend the majority of our WFH hours. We produce some of our best work when we feel comfortable and supported, so finding a great quality office chair to do just that can help boost productivity while elevating your workspace. 

2. Never underestimate the power of a little extra comfort and support in your workspace. Adding a plush accent pillow with a pop of color can help bring the space to life while also helping provide upper back support in your work chair. 

3. For the ultimate comfort starting from the ground up, adding a soft shag rug adds an extra element of warmth to any space!

Jaclyn Johnson | Shop the WFH Setup

1. An organized home echoes a balanced state of mind. Between busy schedules, commitments, and to-do lists, it’s important to keep life organized to maximize productivity.

2. Begin by creating storage space, so you can declutter and rearrange. Drawer organizers are great because they give smaller objects a designated place. Reducing clutter means you’ll spend less time looking for things, and more time focused on your to-do list.

3. Whether you have a designated home office, or are utilizing your kitchen as your workspace, our WFH environment can quickly become overrun with clutter. Use separate systems to organize your work life, especially if you share a space for work and household duties.

Lisa Diederich | Shop the WFH Setup

1. A great office chair is a must when working from home! This Thomasville office chair is supportive and functional, but also gorgeous! It’s completely changed my opinion of the typical “office chair”. Yes, it’s easy to pull up any old chair you have lying around the house, but taking care of your back and body is important when you spend so much time sitting at a desk.

2. A large, cozy rug really ties a space together. I love using warm neutrals to create an inviting space for productivity and creativity. I always recommend choosing a larger sized rug that will really fill the room. You want all of your furniture to fit comfortably on the rug with room to spare! This new rug is a much better fit for my office and makes the space feel larger.

3. Little accents, like this lumbar pillow, add personality to a space and also tie together your home with your home office. When the rooms flow seamlessly together, you’ll be more likely to enjoy spending time there. Maybe this becomes your new favorite reading corner - whether it’s a budget report or a new novel. 

"Mental Health Is Critical When You’re Launching a Business"—Here’s How I Developed Resilience in the Face of Challenges

“Life doesn’t stop to clear a path for you to pursue your startup."

—Thai-Anh Hoang, Founder of EmBeba

Starting a business is a huge challenge, and one thing a lot of entrepreneurs don’t think about before they take the leap is the fact that life doesn’t stop to clear a path for you to pursue your startup. Throughout my adult life, I’ve struggled with my mental health, both because of clinical depression and stressful experiences. And yet, I have managed to build a business during two of the most challenging years of my life. 

Being honest about mental health is important in opening up the conversation, and it also allows those of us who are struggling to feel less alone as we develop the skills we need to stay mentally well. My entrepreneurial journey has taught me many things, but perhaps one of the biggest surprises is that I’ve learned how to better cultivate resilience in the face of challenges.

I was diagnosed with depression in my early twenties due to work-related stress and I went to therapy for a year because of it. Then, several years later, my mental health took another hit when my daughter was born and I was diagnosed with severe postpartum depression. While incredibly difficult at the time, this was a blessing in disguise: I became more proactive and aware of my mental health and understood the important balance of therapy, medication, and specific personal habits that could help me.

In 2018, I was on a family trip to Europe with my husband and my infant daughter. It was during this trip that the idea for my clean family skincare brand, EmBeba, came about. The idea for the brand’s first product, a diaper balm, was sparked by a homemade balm a family member gave me in Bosnia. Inspired, I returned home and channeled my energy into building EmBeba, applying modern technology to an age-old family recipe. Redirecting my focus onto a new purpose and entrepreneurial venture was a good strategy for me, and I spent nearly two years building a product and brand that I expected to launch in the spring of 2020.

To say it has not been smooth sailing would be a tremendous understatement. As I worked on launching my business, we lost my dog in a hit-and-run accident, and I miscarried shortly after. But this time, I was able to quickly recognize the signs that I might be sliding into depression. I began taking proactive steps that I knew benefitted my mental health: exercising more often, gardening, and spending time with my family, to name a few. I also reminded myself that I have a lot of positive things in my life and that we are bound by fate. And I became laser-focused on building EmBeba.

Then came COVID. Like many brands expecting big things in early 2020, I was devastated when the pandemic’s effects meant we couldn’t get products or launch the brand I’d been working on for two years. My family also contracted the virus, and my husband and I faced the challenges of recovering while caring for our toddler in isolation. It was a difficult time, but when we emerged I recognized we’d survived–and that was something to be proud of.

We’ve since launched EmBeba. It was later than we’d planned, and we—like many—have had a challenging year. But when I look back at my journey to bringing our first product to market, the resilience and mental toughness I built through my personal challenges really helped me in starting my business. Despite the multiple challenges that came my way while launching my business during COVID, being comfortable with the strategy of tackling each problem as it came kept me from being overwhelmed.

And, having gone through so much in the past several years, I feel like I’ve developed better coping mechanisms—and a steely spine—to plow ahead. Focusing on a goal allowed me to compartmentalize my feelings and redirect my energy positively.

As female founders, we’re often on our own when we start—and that can be a challenge when it comes to developing good habits for managing your mental health. By sharing my story, I hope to open up a dialogue around some of the challenges women entrepreneurs are facing and how we can prepare for and leverage them whenever possible. 

Below, I’m sharing three strategies that have helped me cope with disappointment, grief, and uncertainty along the way.

Tune into your mental health.

It’s easy to get wrapped up in your life or business and push down any negativity. My early experience with depression helped me become better attuned to recognizing the potential of falling back into depression. While life is busy and it’s easy to become distracted, I always make sure I’m paying attention to how I’m feeling.

Recognize your triggers.

To that effect, I recognize the triggers that can send me down a slippery slope, having battled with them before. Understanding what situations may be more challenging for you allows you to put support systems or positive habits in place proactively.

Have a plan.

In my case, exercise, gardening, and spending time with my family are all activities that really help me stay positive and well. Take the time to recognize what makes you feel good, and be sure to build that into your plan to stay mentally healthy.

Of course, the challenges of running a business don’t stop after launching—I was in the midst of launching my business while pregnant with my second child. While a product launch and a new baby are two happy, momentous occasions, they come with their fair share of overwhelm. But as I channel my energy into something I’m passionate about, I’m provided with an opportunity to think positively towards the future and cultivate the resilience required to balance motherhood and entrepreneurship.

About the author: Thai-Anh Hoang is the founder of the clean, family-friendly skincare line EmBeba. A daughter of entrepreneurs, she was inspired to start the company after a family member gifted her a generations-old, homemade balm that worked miracles on her family’s sensitive skin. She’s a mom of a toddler with another child on the way.

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16 Perspective-Shifting Books a Diversity and Inclusion Strategist Wants You to Read in 2021

Photo: cottonbro from Pexels

I’ve always loved to read and live for a good reading list from someone who likes the type of titles I’m drawn to. As we make our way through Black History Month in 2021, the year following a racial reckoning that much of the globe is still reeling from, I felt compelled to put together a collection of books that I’ve read or want to read using some thoughtful criteria.   

First, I wanted to honor Black History Month by uplifting Black authors from all walks of life. While everyone on this list is a Black person, they are vastly different humans and have rich differences that come to life in each of their works, uniquely. Second, I wanted to choose books that haven’t necessarily had the visibility they deserve. Sometimes when searching for books, I see the same recommendations in several places; similarly to how many people celebrate Black History Month by reviewing the same handful of Black History figures year after year. I wanted to diversify my list of Black authors to maybe introduce you to someone you didn’t know.  

Lastly, as an inclusion strategist, I work daily with organizations that are working to create more inclusive workplace cultures. So, I like books that give me stories to reference when I am teaching. Each of these books has a few threads that connect to inclusion and how it comes to life in real life. Some inclusion throughlines are easy to identify just in the titles, others are brought to life as you read.

This collection of books will shift your perspective, enhance your knowledge, make you laugh and cry, as well as shock you. This Black History Month, and perhaps even in the months following, pick one of these titles to dig into to support your journey to being more inclusive in your own life.

This Is Not a Test: A New Narrative on Race, Class, and Education

By José Luis Vilson

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I love this book because it offers a window into education policy, which is often informed by race, through the author’s personal story. Part memoir, part nudge for policy reform, my friend José shows, through a collection of essays, how classrooms are informed by the communities from which their kids and their teachers come. José, a Black-Latino educator who taught middle school in Washington Heights, Manhattan brings the reader to contemplation about class, both from a learning perspective and as it relates to economic status.

Building for Everyone: Expand Your Market with Design Practices from Google’s Product Inclusion Team

By Annie Jean Baptiste

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As an inclusion strategist, I’m fascinated by how other professionals in my industry are tackling the work. This book gives a behind-the-scenes look into how tech Giant Google creates award-winning and inclusive products.

Not Light But Fire: How to Lead Meaningful Race Conversations in the Classroom

By Mathew R. Kay

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One of the most powerful periods in any person’s life is their high school years which, for many, serve as a season of awakening to new ideas and perspectives. With conversations on race becoming normalized in America, this book gives a framework for how to make difficult classroom conversations productive. The title is a nod to one of my favorite quotes by Frederick Douglas as he called abolitionists to action, “it is not light that is needed, but fire.” An educator’s must-have.

Caste: The Origin of our Discontents

By Isabel Wilkerson

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Isabel Wilkerson peels back the layers of the power systems that silently define how we organize ourselves to move about the world. If you have ever struggled with understanding the idea of systemic oppression or wanted some historical context for how injustice not just happens but is engineered, take a dive into this text.

The Memo: What Women of Color Need to Know to Secure a Seat at the Table

By Minda Harts

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The corporate journey is more difficult for women than it is for men, but add in being a woman of color and the challenges multiply. Infused with her engaging personal story, Minda breaks down how women of color can advocate for themselves in the workplace and how white allies can support. 

I’m Still Here: Black Dignity in a World Made for Whiteness

By Austin Channing Brown

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For anyone who still doesn’t understand the inherent advantages of white privilege, this book details the relentless nature of racism in this country.

More Than Enough: Claiming Space for Who You Are (No Matter What They Say)

By Elaine Welteroth

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I live for an intimate memoir, and this book is rare in that the author is still fairly young yet has achieved more professionally than most people twice her age. That level of achievement didn’t come without cost, though, and in the book, the author shares vulnerably about her career journey and what was going on behind the scenes of her many headline-making career moves.

I Don’t Want to Die Poor

By Michael Arceneaux

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In his second collection of essays, the author captures the Xennial experience, especially how being saddled with student loan debt impacts that experience, masterfully. Witty and honest, he shares his perspective with a vulnerability we don’t often see.

Lead From Outside: How to Build Your Future and Make Real Change  

By Stacey Abrams

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Stacey Abrams captured so many of our hearts and minds in the last few years as we’ve watched her bid for the Georgia governor’s seat and witnessed her galvanize Georgians during the 2020 presidential election. What we get from her book is more on her personal background along with her strategic long-term thinking mindset. For people who feel disempowered, this book will show you how to win with what you have.

Begin Again: James Baldwin’s America and Its Urgent Lessons for Our Own

By Eddie Glaude Jr.

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If you fancy yourself a James Baldwin fan (and even if you don’t, you should familiarize yourself with his work), this book gives the Civil Rights era writer’s work new life. Sadly, many of the same political themes Baldwin covered in books like The Fire Next Time are just as timely today as they were fifty years ago. This book connects the two eras and offers some learnings on how not to repeat history.

The Color of Money: Black Banks and the Racial Wealth Gap

By Mehrsa Baradaran

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Despite the title, this isn’t a book just about banking. Instead, it gives a detailed background on racialized economic policies in this country, much of which you won’t believe until you read it. Chock full of historical context as support, the author offers insight into Black folks' relationship with money and challenges the idea that Black people could build wealth in a segregated economy. If you have ever contemplated the wealth disparity in the U.S., this book explains it and offers ideas about how to solve for it without segregation.

Black Detroit: A People’s History of Self-Determination

By Herb Boyd

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There’s something special about the city of Detroit, and I’m not just saying that because it’s my hometown. But I found this a fitting read for the month because it’s a history of one of our country’s great cities. Detroit has many tales to share about being Black and helping to shape America. If you think you already know Detroit, or even if you love the place as much as I do, this is the history of Detroit you may have missed but must revisit.

A Taste of Power: A Black Woman’s Story

By Elaine Brown

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While many are familiar with the men who defined The Black Panthers in the sixties, Elaine Brown is not a household name. Yet she took the helm of the organization at a time when it was well-known for its misogynoir. A fascinating memoir and perspective you’re not likely to come across often.

Glory: Magical Visions of Black Vision  

By Kahran Bethencourt

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This is my one coffee table book recommendation because it is truly a work of art. It’s by a photography team who photographed Black children highlighting their natural beauty, natural hair, and personal stories. It’s both a book of photos and a collection of essays that reimagine young people.

Resilient: How to Overcome Anything and Build a Million Dollar Business With or Without Capital

By Sevetri Wilson

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This book isn’t out yet, but I’m excited about its release. In this book, my friend Sevetri shares candidly how she bootstrapped a multimillion-dollar company and went on to raise millions in venture capital. For anyone with an entrepreneurial spirit, big ambitions, and who wants to make their start-up dream a reality, I am betting this is the book for you. I’ve already pre-ordered this book and can’t wait to read it.

Allies and Advocates: Creating an Inclusive and Equitable Culture

By Amber Cabral 

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Last but not least, my book, Allies and Advocates, was released in November. I share a framework for creating more inclusive work and home environments for those who are ready and willing to do the work. I cover making space for allyship, share a historical overview of “how we got here” from a race relations perspective, and offer concrete ways to use one’s privilege (we all have it) to be more inclusive of others. If you’re looking for a place to start or want to know what you can actively do to be an ally or an advocate, this is a great place to start.

“This collection of books will shift your perspective, enhance your knowledge, make you laugh and cry, as well as shock you.”

—Amber Cabral, Author and Diversity & Inclusion Strategist

About the Author: Amber Cabral is the author of Allies and Advocates: Creating an Inclusive and Equitable Culture. She works as a diversity, equity, and inclusion strategist for major retailers and the Fortune 500 through her company CabralCo.

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The Case for Getting Dressed Up and Staying In

Wearing Empetua® All Day Every Day Tank Cami by Shapermint

For those of us who are fortunate enough to work from home during the coronavirus crisis, the concept of “workwear” has been completely redefined. Since loungewear became our daily uniform, with comfort at the forefront, many women have renounced their everyday workwear attire – including bras and shapewear. It seems as if we’re amidst a sartorial revolution, the evolution of business casual to casual comfort, and while it may feel natural to spend all day in your pajamas, the team at Shapermint is making the case for dressing up and staying in.

There are actually quite a few reasons why you should really be getting dressed each day. Studies have shown that there is truth to the axiom, “dress for success.” What we choose to wear can shift our mental processes, influencing our mood and even our productivity throughout the day. The best dressed version of ourselves is confident, and self-assured. Ultimately, the most important part of any WFH outfit is not only what feels comfortable, but what gives you confidence – inside and out.  In this strange WFH world, the only person to get dressed for is yourself. 

Whether your WFH commute is to the kitchen or the couch, getting dressed can be a form of self-love. Here to help you feel your best and hit refresh on your wardrobe is Gabrielle Joffie Richards, Sr. Brand Manager of Shapermint. From virtual conference calls to happy hour – and everything in between – here’s to getting dressed again and feeling amazing in your own skin.

Shapermint is here to remind you to treat yourself to a little self-love, spice up your wardrobe and get dressed again. 

Getting dressed reshapes my mindset to positively impact my day.

– Gabrielle Joffie Richards, Sr. Brand Manager of Shapermint

How has WFH influenced or evolved your personal style? Working from home has given me a new appreciation for comfy and cozy essentials. At the start of my WFH style journey, I was sitting in denim all day. So uncomfortable! Fast-forward to now, and I’ve 100% adapted to our new norm of comfort without sacrificing style.

What factors influence your styling choices on the day-to-day? It’s in my nature to plan my week in advance, and although I love an organized outlook on my fashion choices, my morning mood is the deciding factor. Growing up, I was the kid who would lay her school clothes out at night but get up in the morning and have a complete change of heart. Not much has changed in that department! If I wake up on the wrong side of the bed (we’ve all been there), I will force myself into happiness by wearing one of my favorite graphic tees, or I’ll spice up my mood with bold accessories and makeup. On the days where I feel on top of the world, you will see me in bolder colors or prints.


Do you dress for comfort or style or somewhere in between?  I live for comfort. I used to go by the motto “beauty is pain” until I realized that I don’t actually have to be uncomfortable to look fashionable. When that notion clicked, I left the days where I’m purchasing a size smaller to feel good, or sucking in to look a certain way, in the past. My relationship with fashion is very much related to how I’m feeling. If I feel comfortable, I feel positive, and happy people always look good. Plus, my go-to drawer full of Shapermint essentials (my favorites are the leggings and camis) allow me to look cinched-in without feeling uncomfortable. 

What is your foolproof outfit formula for boosting your productivity and staying comfortable and stylish while working from home? The outfit formula that keeps me productive and stylish has to be one of my favorite graphic t-shirts paired with leggings, topped off with a denim button-down for a little structure -- and to show that I’m ready for business. For a final touch, I jazz it up with a great headband, red lip, and a great set of lashes.  

How does getting dressed for the day affect your mood? Feeling put-together and wearing an outfit that makes you feel good, can turn a bad day into a happy and confident one. Getting dressed reshapes my mindset to positively impact my day. Especially on days that I’m wearing my Shapermint leggings, I’ll literally do a double-take when I walk past my full-length mirror. The moment you slip into them, you’ll want to check yourself out. And to me, that’s the ultimate confidence boost.

Wearing Empetua® High Waisted Shaping Leggings by Shapermint and Empetua® Tear-proof Shaping Tights by Shapermint in image above.

Style tips for Zoom meetings...Zoom has become the new norm, so I’m making the most of it. I love changing my background for my Zoom calls, and oftentimes, I try to coordinate my outfits with them. By adding jewelry and a headband, or a top knot and a great lip, you can elevate your Zoom call look instantly. Oh, and *diva light* is essential…. Don’t even get me started on the Zoom HD feature...

How do you transition your look from WFH to evening? I typically wear the same clothing all day, but if I’m stepping out for the evening, I pump up my look a bit. I tease my hair out, add eyeliner or a pop of shadow, and some highlight to my makeup. For clothing, I’m typically in my leggings all day and like to transform this foundation for the night. I add a light jacket, and finally put on some shoes! If I’m staying in, I’ll swap out my leggings for a bike short or bodysuit to lounge around the house in, and my button-up top will be traded for a cozy robe.

What’s your go-to power combo that makes you feel ready to take on your to-do list? A strong cup of coffee and a great planner.

Go-to WFH essentials...Stretchy, comfortable clothing, a great playlist, essential oils, and a great water bottle. 

Shapermint staple… High Waist Leggings for sure!

WFH Style mantra… If you feel good, you look good. 

Photographer: M By Michaela Photography

New Year, New Website: Tips to Give Your Business a Fresh Look & Feel

First impressions count – but did you really know how much? It takes only 1/10th of a second to form a first impression about a person. Websites are no different. According to the findings of three separate studies, it takes about 50 milliseconds (ms) (that's 0.05 seconds) for users to form an opinion about your website that determines whether they'll stay or leave. 

Your website is your brand’s first impression – so make it count. When you have a clear and effective website, you are setting your business (and yourself) up for success. With the dawn of the new year, now is the perfect time to refresh your website, and set the foundation to scale your business. 

To help get us started, branding expert, Joanne Tapodi, shared some tips to give your website a fresh look and feel during her ‘New Year, New Website’ Talk presented by Squarespace at the recent Future You digital festival. A Squarespace website designer, Authorized Trainer and Circle member with over 15 years of experience in graphic design, Joanne has designed over 70 Squarespace websites and developed over 100 brand identities for small business owners. She’s also trained countless people on managing their own websites.

Combining her branding skills and Squarespace knowledge, Joanne creates Squarespace websites that are brand-specific and meaningful. Read on for her tips to get your website looking on-point for 2021, and also for some insight into key trends in website design for the year ahead.

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Tips for an Effective Website

When your ideal customer visits your website, we want to lead them on a journey through your site. Imagine your website as your house, and each page on your website represents a different room; you want to welcome guests in and then take them through the different rooms of the house to show them what you're all about. This is called the user journey. Here are some tips to help you design an effective user journey throughout your website.

Tip #1 – Keep your homepage simple

Your homepage should share a bit about your business and/or a bit about what you do and who you are. It provides the most important information upfront that you want the user to know, so that they can then take this information through to the other pages on your website.

Tip #2 – Use call to actions (CTA’s) to lead the user where you want them to go

Don't give away too much information on your homepage. You want to keep the user engaged throughout each page of the journey. Have at least one CTA on every page of your website to keep that journey going.

Tip #3 – Never miss an opportunity to let the user complete a purchase, book an appointment, or contact you.

Use a few CTA’s on your homepage that lead towards your largest areas of interest; this could be your services, online shop, about page, etc. Include multiple opportunities for the user to engage with your largest area of interest not just on the homepage – but on each page of your website.

Tip #4 – The journey will ultimately end at the page where you would like the user to take action; this could be a contact page to book, submit an enquiry, or purchase page.

It’s important to have a lot of connection points on your website so that people feel like they're going through the website and learning more about you more about your business. As they move through your website, the brand journey becomes quite clear to them, and they can really connect with who you are and what you’re about. Talking about connection will lead me into my next tip:

Tip #5 – Connecting with your audience in your own unique and authentic way will be what sets you apart from your competitors.

In today’s digital age, connection is more important than ever. You have a very minimal amount of time to connect with your audience and you have to establish that connection as quickly as possible. So, how do we make sure you are achieving the touchpoints to connection on your website?

• Establish brand consistency across all areas – tone of voice, image content and brand colors

• Nurture your connection with your audience whilst building your audience by…

  • Sharing informative content through different channels

  • Blogging

  • Setting up a mailing list and sending e-newsletters. Squarespace has email campaigns built straight in to the program, which is one of my favorite features

  • Connecting your social media accounts to your website. Squarespace also allows for easy social integration

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Web Trend Forecast

Trend #1 – ’Editorial’ Web Design

Website viewership on desktop vs mobile is still roughly equal, meaning you need to cater your website for both types of viewers. 

In terms of design for desktop, web page layouts are moving more towards an ‘editorial’ look and feel to engage visitors. This means lots of ‘white’ space between elements and positioning your content blocks in different ways to create unique layouts. Big text is great for headlines, which we see a lot of in editorial design, when we really want to draw people's attention with typographic and font use.

Don’t be afraid to experiment and create lots of space on the web page, whilst also being mindful of how the design will translate from desktop to mobile.

Trend #2 – Bold Colors

I see brands becoming more adventurous by using bold colors. For the last few years, minimal Scandi style with lots of white and monotone hues have been on trend, as well as pastel pinks and earthy tones. I predict we will see a lot of websites using darker backgrounds. Don’t be afraid to use color in expressive ways that suit your brand personality.

Trend #3 – Online Offerings

The shift towards businesses boosting their offering online (in light of the global pandemic) will see an even larger focus on online shopping and online course / workshop content creation in 2021, particularly for businesses that are service based and are used to communicating with customers face-to-face. How can we use our websites to sell?

• Setting up an online shop

• Allowing appointment bookings online

• Creating gated online content for members

This Clean Beauty Entrepreneur Wants You to Break Up With Toxic Ingredients

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 Yewande Masi

Yewande Masi knows a thing or two about the benefits of cutting toxic things out of your life. After a particularly painful breakup, she launched Ornami Skincare, a clean skincare brand aimed at inspiring others to eliminate toxins from their self-care routine. “I used to make these products for an ex, and when we broke up, I channeled my energy and passion into leveling up and creating them for my girlfriends instead,” explains Masi. Playful references to the breakup are present in the brand’s punny product names, like Let That Mango Body Butter and No Scrubs Ex-Foliator Scrub.

But Ornami Skincare is so much more than a clean skincare brand. “I started it with the idea of creating a self-care community for women,” says Masi. And she’s done just that by creating a group of “Glow Gettas” on social media. Through Ornami Skincare’s Instagram account, Masi is sharing motivation and inspiration for self-care, wellness, and beauty and bringing women together in the spirit of letting go of negativity, toxicity, and anything that doesn’t serve you. It’s a community that’s all about "zero-toxins, zero-drama, and skincare that keeps it one hundred," as the brand’s IG bio promises.

Ahead, the clean beauty entrepreneur tells Create & Cultivate all about how she launched Ornami Skincare to empower women like herself, why community has been key to her success, and her #1 piece of advice for founders starting out today.

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

When I was getting my MBA, I wrote a business plan for another venture and used that as a template for Ornami Skincare. Having a business plan has been helpful in making sure the business has a roadmap and stays on track, but business plans are living documents so you have to be flexible to bend while maintaining the core of the mission. 

How did you come up with the name Ornami Skincare? What was the process like, how did you know it was the right name, and what are some of the things you considered during that process?

I was seeking a name that was unique and spoke to the customer I was looking to connect with. I believe my customers are royalty, but I didn’t want to use “queen,” as the word is used a lot. So, I started thinking about the experience of a queen, or someone luxuriating and being adorned. From there, I researched the term “crown” in different languages to see how it sounded. Finally, I landed upon “Ornami” in the Esperanto language. I especially liked the history behind Esperanto being that it was (is) a language spoken by people living in different countries. It spoke to the experience I was trying to create; an inclusive community of women with different backgrounds and experiences but speaking the same language of self-love and self-care.

What were the immediate things you had to take care of to set up the business? 

The first couple of things I did were buy the domain name and build the website. I also set up our business structure (LLC, S-corp, etc.) in-state and obtained our EIN (employer identification number) so we could set up our business checking account to accept payment from orders. I immediately followed up by securing my social media handles. The trademark wasn’t immediate as it was pretty expensive, so for the time being, I use ™ to have rights to the name while we wait for the trademark to be approved.

What research did you do for the brand beforehand and why would you recommend it?

As you know, the skincare industry is a very competitive one. I had to do as much research as I could to see where I could be different. A lot of industry reports were free online and I had access to other research reports by visiting the library and learnings from these resources were used in my business plan. I recommend it. It provides insight into the industry so you have an idea of what you’re walking into and helps you to identify how you can be different from what’s already offered.

How did you find the manufacturers that you work with? 

I started making skincare products out of my own personal interest for friends and family, but when I got serious about the business I took educational courses on the right way to formulate and create all-natural skincare products. This background knowledge ended up being really helpful when searching for manufacturers so I could have a better understanding of the business. I am a huge advocate of referrals and leveraging your network to help identify trusted providers. Also, many, if not all, industries usually have trade associations that can provide supplier lists on their websites, so I would suggest combing through these lists to help you get started.  

What makes a successful partnership, and what advice can you share for fellow business owners on finding the right partners?

Partnerships have been extremely important for the growth of Ornami. The advice that I would offer fellow business owners to take it slow! Do your research in order to find the right partner for you and your business. Try determining early on if the partner understands your mission; you want the people you're working with to align with yours so they’re able to produce the best version of what you’re looking for. Last but not least, ask for client testimonials. Think about all the research one does for skincare products—reads reviews, looks at customer photos, as their friends and family for their thoughts, etc.—and go through that same process with your potential partners. 

Did you self-fund the company? If so, how did you bootstrap it and what was that process like for you?

I have completely self-funded Ornami Skincare. Mostly using savings I earned from my full-time job (which I still have!). At this point, I have not received any outside investments, though it’s not something I’ve ruled out and would likely be open to it if the right opportunity and partnership opened up. 

I wasn’t in a rush to get Ornami Skincare up and running because I was funding everything myself. I made small purchases along the way and started out at local pop-up shops to get Ornami Skincare in front of shoppers and as an easy way to connect with the community. Going this route required minimal financial investment other than my time. I would reinvest any money from the purchases back into the business. I also leveraged online freelance services to hire contractors for one-off jobs, which helped to keep my spend low. 

Do you pay yourself, and if so, how did you determine what to pay yourself?

Most of the money earned is reinvested back into the business. I have experimented with paying myself a 10% commission after hitting a monthly revenue target. This ensures the business meets projected sales forecasts and takes care of me as an employee.

How big is your team now, and what has the hiring process been like? Did you have any hiring experience before launching your business?

I work with an amazing team of six passionate women who are not just my team members, but who are also invested in Ornami’s success. Many of my team members were referrals. I have experience hiring having previously been a manager at Verizon Wireless. One thing that I’ve learned over the time of being an entrepreneur is that you cannot do it all. Pull in the experts and ask for help when you need it. For example, for a brand like Ornami, which is fostering a community, an authentic Instagram presence is essential—but I really can’t do it all myself. I work with a team that believes in my vision and can help carry it out and make sure that I do the things that really fulfill me, like hosting Instagram Lives to foster the community.

Did you hire an accountant? Who helped you with the financial decisions and setup, and what advice can you share?

The first two professionals I hired for the business were an accountant and lawyer. The lawyer was recommended through a friend from my MBA program. When I searched for an accountant, I was looking for someone who was personable and was qualified to work in different states in case I ever wanted to expand. I received a lot of help from my alma mater and my MBA program with regards to my financial decisions and set up. They helped me to look beyond any short-term decisions and to think about how these decisions would affect the company long-term. I would recommend people to reach out to their alma mater and get in touch with their alumni communities. Many colleges and universities are investing in their grads by connecting them to programs to get support for their businesses.

What has been the biggest learning curve during the process of establishing your business?

Digital marketing has been my biggest learning curve, but what I’ve learned is you don’t have to be an expert at everything, and you especially don’t have to become an expert all in one day. Having an understanding of the fundamentals and learning as you go can still help to keep your business moving forward.  

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

Ornami Skincare is more than a business or a skincare company. I started it with the idea of creating a self-care community for women, and I always keep that in mind when I’m thinking about how to reach our audience. So, for example, I started Ornami after a breakup. I used to make these products for an ex, and when we broke up, I channeled my energy and passion into leveling up and creating them for my girlfriends instead. Being honest about that story has really resonated with and empowered the women in Ornami’s community, and helped to provide a story behind the brand to really capture people’s attention.

Similarly, I have a lot of fun with our products. The names, like “Glo Getta” and “Let That Mango,” have really helped set us apart from traditional skincare products and have created a bit of buzz around who we are and what we do. It’s all about being memorable. We’ve built a loyal following by being active on Instagram and being creative in the ways people can share the love. For example, we did a #letitglow campaign in the new year that encouraged people to tell us what they were going to let go of in 2021. It’s on-brand for us, but it also generated a bit of social buzz. We even have a special edition of “Let That Mango” packaging that’s labeled, “Let that ____ Go” and comes with a Sharpie so people can fill in their word and make it a daily affirmation.

It’s all about being creative and authentic, and I’ve found that doing those two things have moved the needle for me in terms of brand awareness.

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

I have a few mentors and I definitely would recommend having one. Even if you aren’t an entrepreneur, I think it is important to have mentors for your own personal growth and development. My mentors have been so helpful. They provide different perspectives, give advice and connect me with people in their network. I found my mentors by being connected to entrepreneurial communities and asking if they would like to be my mentors.

How has COVID-19 impacted your business operations and financials? What tactics and strategies have you put in place to pivot and ensure your business is successful through this period?

I launched my first product in April 2020, so we have been operating in this space the entire time. I do think people have become increasingly focused on supporting small business owners and Black-owned businesses during the past year, and that’s helped to get Ornami some additional attention where we might otherwise have been competing with huge national brands for it. Since we’re so new, I don’t have a “before” to compare things to. Of course, if we were in “normal” times there would be a lot of opportunity for face-to-face events, sampling, and that type of thing. The pandemic has forced us to get very creative with making people understand what we are about without being able to experience it in person.

What advice can you share for small business owners, founders, and entrepreneurs who are also reeling in response to COVID-19?

COVID has been a tremendous challenge for businesses of all sizes, but having founded the company during the crisis, I also think that there are silver linings for business owners. I’ve noticed that people are more conscious consumers over the past year, so if you’re a small business owner or creating a product that’s sustainable, non-toxic, or socially responsible, I think there is a lot of opportunity to make noise now that maybe wasn’t there before.

Also, people have really become accustomed to convenience and e-commerce, so leaning into that is a great idea. We sell online only on our Ornami website and that’s been a blessing over the past year as we are where consumers want us to be. 

COVID has also made it easy for people to become isolated, even unintentionally. Try to surround yourself with other entrepreneurs you trust to provide feedback, perspective, and general support. Sometimes it can be helpful to talk to someone who understands what you are going through. 

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

Set up reminders to file your state’s annual business reports to prevent any potential issues in the future. Some state timelines are different from the general fiscal year so it’s important that you put these in your calendar. I would also add to make sure you understand all of the documents and timelines needed for government filings.

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

Create a community! It’s so important to have the support of others as you start up. Find other entrepreneurs who are at the same stage you are to commiserate with and mentors to learn from. Make connections with people in other parts of the business who can give you advice and who you can provide value to as well. Be authentic and make it a two-way street and you will find that you can foster a great community that will help you along the way.

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

Create a budget early on for how much you plan to spend on the business. Have someone in place to report to who will hold you accountable. Without spending controls in place, things can gradually pile up.

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

I would emphasize to myself how important establishing the right mindset is to growing a business. As often as possible, to nurture myself with healthy positivity and eliminate fear. I would also “make the asks” more often for things I needed to push myself and the business forward. It was surprising how many people were ready to say yes and support once I began to ask, that I wish I started asking sooner.

Photo: Courtesy of Ornami Skincare

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Classifieds: Sephora, Spotify, The Shelf, and Recess

Photo: Colorjoy Stock Photography

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FEATURED JOBS

Senior Graphic Designer | Frida, Miami, FL

Social Media and Influencer Relations Manager | Miss Jones Baking Co., San Francisco or Remote

. Performance Marketing Manager | Miss Jones Baking Co., San Francisco or Remote

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Brand Strategist | The Shelf, Remote

Account Manager | The Shelf, Remote

Social Media Marketing Manager | Komar, Jersey City, NJ

Experience Curator | Auberge Resorts Collection, Napa Valley, CA

Experience Curator | Auberge Resorts Collection, Los Olivos / Santa Barbara, CA

LOS ANGELES  

Marketing Manager | Create & Cultivate

Sales & Client Relationship Executive | Eloquence®

Digital Marketing Assistant | Eloquence®

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NEW YORK CITY

Manager, Experiential Marketing | Sephora

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How Journalist Noor Tagouri Became a Voice of Our Generation

Photo: Smith House Photo for Create & Cultivate

Noor Tagouri has the eyes and ears of our generation at her fingertips. At only 27 years old, the Libyan-American journalist, producer, and touring speaker has earned international recognition as one of new media’s most impactful voices by encouraging others to stand up, speak out, and be themselves. 

With an engaged community totaling over two million followers, Noor is using storytelling to share the perspectives of marginalized people with the world. She famously put U.S. sex trafficking under the microscope in her documentary and subsequent podcast series “Sold in America,” which received a Gracies Award in 2019 for Best Investigative Series. Now she’s embarking on a podcast interview series under her own production company At Your Service (AYS) called “Podcast Noor” to go beyond the highlight reel and delve into the mindsets of some of the world’s most fascinating people. 

In this episode of the WorkParty podcast, host Jaclyn Johnson had the pleasure of sitting down with the award-winning journalist to learn about her journey in becoming a pioneering voice of our generation, how she faces the hard conversations, and why you too should commit to speaking your truth. Scroll on to tune into the full episode and check out just a few of the highlights from the conversation.

Subscribe to WorkParty and never miss an episode.

On being of service to others…

“When you're of service to yourself and you channel that to be of service to other people, people see your heart and your mind being opened in a way that gives them permission to do the same."

“People enjoy when you are winning and you are learning and you are developing things that you would do for you.”

On living in the present…

“Tomorrow’s not guaranteed for us.”

“The journey, the process, the practice, those are the things that actually matter because the outcome is always going to change.”

“I’m only letting myself feel attached to the ‘now,’ because nothing else matters.”

“Every day I'm a new person.”

“I don’t want to waste time anymore.”

On returning to normalcy…

“What I know for sure is we need each other.”

On waking up early…

“You can work smarter and still go to bed at 8:30.”

On staying inspired during COVID…

“Now I have these groundbreaking ideas that I think are going to change the landscape of representation and storytelling and I wouldn’t have gotten it without this desperation.”

“Survival mode has been a gracious experience, even though we’ve had to bear a lot more.”

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What the International Black Lives Matter Movement Meant for My Business in 2020

Photo: Courtesy of Andréa Jones

Last year was a challenging year of growth for both me and my business. Although I was by no means new to the entrepreneurial world, the events of 2020 would take my business to new heights because of the Black Lives Matter Movement. 

Heading into 2020 I was excited to renew focus on my coaching and course offerings. I was feeling good about my revenue and I wanted to pour my efforts into producing more automated programs. But in March, when the pandemic really started to get attention in the U.S. and Canada, my team and I realized that we needed to pivot and service offerings were the fastest way to revenue growth at the time. 

Over those first few months of 2020, like many others, we did lose some clients, particularly our clients in the event space who essentially lost their businesses during the pandemic. We also had a few clients who decided to take social media in-house as a way to cut costs. We experienced a lot of major changes within our business as I'm sure other business owners did as well.

But even though it was a challenging time, my team rose to the occasion and quickly turned things around. Within a month we had compensated for the abrupt slowdown and reached the March goals that we had previously been behind on. I’m incredibly proud to say my team really weathered the COVID-19 storm with tremendous grace and success. We headed into May feeling really great about our perseverance and growth as a company.

This would later become crucial to helping me stand with confidence about how my company serves its clients and brings value. Because once again, 2020 threw us another curveball and we found ourselves in the midst of worldwide demonstrations for Black lives following the death of George Floyd. Suddenly my company was put front and center because it was Black-owned and I really wrestled with if that was a positive thing or not.

When the Black Lives Matter movement started to pick up widespread media attention, a lot of businesses in the online space began tagging Black entrepreneurs or business owners they worked with as an effort to uplift Black voices. From there, many business owners began examining their network of contractors, or the agencies they hired from a diversity standpoint, realizing they should make a more conscious effort to diversify the people they work with. That’s when I really started to notice a shift in my own business leads. I checked almost all of the marks for someone looking for a diverse team. I am a Black woman, I have team members who are part of the LGBTQIA+ community, and I have team members based all over the world as an internationally based agency. A lot of companies found this quality of our company attractive and hired us. 

When the light was shone on me as a Black business owner, I felt very uncomfortable at first and dealt with a lot of imposter syndrome, especially since I do not consider myself to be a Black rights activist. An avid follower and supporter, yes. But an activist? Hardly. The Black Lives Matter movement also put a lot of emphasis on me as a Black woman, but before last year, I had honestly not thought of myself as a Black woman business owner, simply a business owner. 

I never foresaw the color of my skin being the reason people noticed me and wanted to work with me. It felt like a lot of the reason people were deciding to hire me and my company was only because I was Black. There was a lot of work that I had to do around that to shift my mindset. 

What helped me work through this imposter syndrome I was feeling were two things, really. The first was reminding myself that these prospective clients may have been seeking me out because I was Black, but they certainly weren’t hiring me or retaining my services because I was Black.  

My team does incredible work, as we had proved several times, including during the pandemic. We were able to sustain the rapid growth we were experiencing because we had designed a great service that was set up on the back end and we were getting results for our clients. So, whenever I had feelings of doubt, I reflected on how awesome my team was, and then I reminded myself that I had built that team.

The second thing that really helped me through this imposter syndrome I was wrestling with was something my dad told me. (What’s really funny is his wisdom actually came in the form of a sports metaphor and I am the least sporty person out there.) I told him about the unease I was feeling over all the attention I was receiving and asked him how he was dealing with the Black Lives Matter movement as a Black business owner himself. I absolutely loved his response, which was: “Think of it as your ‘at bat.’” He went on to say, I should think of this time as my turn at the plate. Just because I step up to the plate does not always mean I am going to hit a home run. It doesn’t even mean I’ll necessarily hit the ball. But I do get my chance at the plate, so why not take it? It was that mindset shift that helped me be okay with the attention I was getting and lean into it. 

By learning to embrace the attention I was receiving because of the Black Lives Matter movement, I overcame the imposter syndrome and my business was able to grow both monetary and team-wise. In fact, over the course of 2020, my business tripled in revenue and we added over six new members to our team. Because of that growth, we’re able to reach and help more people. We’re able to show up in a different way, offer more services, and expand our reach. 

And the movement didn’t just impact my clientele, but also my personal professional circle. A surprising realization I had was that my own professional circle was not diverse enough. It’s no secret that the digital marketing industry is chock-full of white men, but I fell right into the trap of just going along with what was right in front of me versus making a conscious effort to create change. After critically looking at the group of people I had connected with initially, I started spending concerted time and effort diversifying my network.

One of the resources I went to is the We Should All Be Millionaires Club by Rachel Rodgers. Her fantastic and diverse group of business owners helped me realize just how much I needed to be around people who were going through the same things that I was. They were business owners like me who were also getting a giant spotlight shone onto their businesses because they were Black and we got to share how everyone was dealing with it.  

Some were celebrating finally being able to show up and be seen and seeing these business owners’ positive energy around the attention they were receiving helped me really accept the spotlight on my business as well. 

I remember how personally invested I became in the movement, and as I reflect on this, I think one of the reasons is because the Black Lives Matter movement really shone a light on the things I had been doing and striving for already in my business. Essentially, the rest of the world was catching up to where I had always been, and I was finally reaping the rewards from that work. Instead of hiding from it, they encouraged me to embrace it.

This whole year taught me lessons that I will carry with me as an individual and as a CEO and business owner for the rest of my life. It’s reinforced the importance of diversity and allowed me to embrace my experience as a Black business owner. I vow to always employ a diverse staff and foster a diverse social and professional group of people around me to influence and guide my thinking and decisions.

If I can leave you with my biggest lesson from the Black Lives Matter movement it is this: everyone should examine their professional and social circles and make a concerted effort to diversify those circles. The experiences and lessons we gather from having a diverse circle can do amazing things, and I think we can all use that as a guiding compass as we continue into this new year. 

About the Author: Andréa Jones is fiercely committed to helping businesses and podcasters build profitable online communities through simple social media solutions. She's the host of the Savvy Social Podcast, which was nominated for “Best Business Series” at the 2020 Canadian Podcast Awards.

Andréa is also the creator of the Savvy Social School, a digital platform designed to teach its 100+ members (predominantly small business owners) how to implement organic social media strategies. For those businesses seeking a curated, done-for-you approach to growing an engaged online audience, Andréa and her team of seven serve nearly two dozen notable brands across the globe.

Named one of Social Report's top marketers to follow, Andréa can routinely be found speaking at highly-publicized events, including Alt Summit, Podcast Movement, and PodFest. You can find her online at onlinedrea.com or @onlinedrea on Instagram.

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