I don't know about you, but 2019 has been one for the books, and not all the stories inside are good. I decided to do a full 360 on my career, and along my journey, I had some wins, cool experiences that brought me out of my comfort zone, and met some amazing people along the way. BUT, because favor ain't always fair, I also had my fair share of setbacks and failures.
Nonetheless, even though 2019 has not been my favorite year, it has taught me a lot, and for that, I can appreciate it. This year, the biggest lesson that I learned was: "You've got to earn it to own it." As a new, full-time entrepreneur, 2019 has taught me that if you want something, you have to literally put in the work. If you don't work, you don't eat, and eating enough boiled eggs, oatmeal, and ramen (not the restaurant-grade kind) this year has taught me how to really work because sis, this boiled-eggs-everyday life ain't for me.
Recently, I had the opportunity to catch up with some other boss women and they candidly shared their biggest lesson of 2019. Keep reading for all the gems!
Annie Jean Baptiste, Head of Product Inclusion, Research, and Activation at Google
Her Lesson: “Intentional living is everything.”
Annie Jean Baptiste, Head of Product Inclusion, Research, and Activation at Google
"My biggest career lesson has been that you need to be intentional about using your voice for causes and projects that matter, but you also need to put yourself in the other person's shoes to create a compelling argument. What works for one person won't necessarily work for the other. But by bringing together data and coupling it with human stories, you can get people to care about the causes you are championing. When you can show people that you can do well and do good, they are more compelled to move. When doing that, I've been able to start speaking up around the power of underrepresented voices and how we should bring these voices to the forefront; not only because it's the right thing to do, but because all people deserve to be seen and represented beautifully and accurately."
Briana Owens, Founder of Spiked Spin
Her Lesson: “I can do anything!”
Briana Owens, Founder of Spiked Spin
"Opening the Spiked Spin flagship location in Bed-Stuy, Brooklyn while also maintaining my full-time job and planning a wedding was one of the craziest decisions that I've ever made, but it was a decision that I believe was divinely timed. This year I have been stretched to capacity in every area of my life and while there were many days of frustration, there were days of complete joy and gained confidence in my purpose. This year has taught me that when I trust God, get out of my own way, move forward in the face of fear, I can literally do anything!"
W.E. Da Cruz, Co-founder of The VGC Group
Her Lesson: “You are defined by what you decline, not what you accept.”
W.E. Da Cruz, Co-founder of The VGC Group
"This year I learned our power is in our 'no', not in our 'yes'. We must learn to anchor people in our value from the start. People get accustomed to devaluing people unintentionally and intentionally when we as the service provider or product deliver cut prices. Additionally, you have to culture people to transact with you in an environment that works best for you as the provider to grow and succeed."
Ericka Perry, CEO & Founder of The Stork Bag
Her Lesson: “Don't let the medals distract you from running the race.”
Ericka Perry, CEO & Founder of The Stork Bag
"My biggest career (and life) lesson of 2019 is accolades can sometimes deter you from your purpose, but stay focused. Now, don't get me wrong, we all love praise, some more than others, but in a world driven by social media and grandiose images, chasing accolades can sometimes result in swaying away from your purpose--your why. As a minority female entrepreneur with a growing brand, I slowly began to allow the accolades distract me from my purpose. While I work darn hard and deserve all the awards presented to me, I recognized that all the smoke and mirrors started to take me away from my purpose, which is serving women and mothers. I found myself slowly becoming busier with the glitz and really started feeling these accolades so much that my 'why' began to fade into the background.
"The entrepreneurial journey can have a lot of twists and turns and sometimes if you allow yourself to forget why you became an entrepreneur, you can lose focus on what's most important. This year really taught me that, I became so busy with everything else that I started to forget why I started The Stork Bag and why I ever wanted to serve this population. Luckily, I realized what was happening and began to pull it back in, but I had to consciously get rid of some of the distractions and learn how to prioritize my time. If I could share a few lessons with aspiring entrepreneurs, mothers, and women in general, I would say this, find your purpose/passion and follow that path, remain focused and remember why you started."
GiGi McDowell, CEO & Founder of Fêtefully
Her Lesson: “Remember your ‘why’ in the face of rejection.”
GiGi McDowell, CEO & Founder of Fêtefully
"In many ways, 2019 was the year of 'no' for me. While building a technology company, there were so many people who told me 'no' this year. From potential customers, to partners, and sometimes the most painful, investors. When you hear a 'no' as an entrepreneur, so many thoughts run through your mind like, 'Is it not good enough?', 'Am I crazy?!', 'Is this even worth it?!' But 2019 has taught me to ask myself 'Why?' when I'm faced with rejection. Why am I doing this? Why does this matter? Why do I want this? After asking myself 'why' when receiving 'no' after 'no', I realized I am not building a company to hear 'yes'.
"I'm building a company to solve problems, to help others, and to transform an industry; not for applause. By remembering why I started, it was easier to remember why I had to keep going. Focusing on my 'why' allowed me to get back to the basics which enabled me to end the year with metrics 5X my initial projections while also developing customer acquisition channels and partnerships for 2020 that I could've never imagined! Rejection is hard and rejection hurts but remembering your 'why' makes it a little bit easier to persevere when things seem tough."
Marty McDonald, Founder of Boss Women Media Group
Her Lesson: “Dream bigger than big.”
Marty McDonald, Founder of Boss Women Media Group
"My biggest career lesson of 2019 has been centered around the idea of dreaming bigger than big. Over this year, I've learned not to take 'no' for an answer, and simply being bold and confident in whatever it is that I am asking for—whether that's pitching to brands for sponsorships or inspiring like-minded women to turn their side hustle into their full-time gig—keep going after your dreams even when you hear the 'no'! I've challenged myself to look at the no's as stepping stones towards that one 'yes', because that is literally all it takes is one 'yes' to keep you on the path of dreaming bigger than big."
Emerald-Jane Hunter, Chief Storyteller at myWHY Agency
Her Lesson: “Take a pause when things aren’t going your way and trust that the universe knows exactly what it’s doing.”
Emerald-Jane Hunter, Chief Storyteller at myWHY Agency
"My new mindset is now 'If it's not moving, it's not meant to be moved.' As PR professionals, we are used to making things happen. It's what we do. We imagine, conceptualize and snap our fingers and poof--magic! (Or so it feels). Not when it comes to entrepreneurship. There were several moments this year where I found myself pushing hard to force past employees to 'get' my vision, to want to work smarter, to crave the need to win for our clients. I went above and beyond to make people happy, thinking that would equal results with work output.
"I found myself pushing so hard to the point of burnout to meet some goals but for how hard I worked (literally), many things didn't pan out how I wanted them to.
"I had to take a step back and the moment I took a deep breath and said 'Let it go! Trust in God. Believe that what's meant to be will be', things shifted. A complete 360-change. I got clarity on so many pain points and I'm ending 2019 stronger than how the first half went. Lesson learned? When you're pushing, pulling, going so hard and things are stalling or not moving, that's a sign it's time to take a pause. Take a step back. Take a breath. It might not be meant to be -- the people, the place, that thing. It'll happen but perhaps not where, when and how you want it. We get so focused on what we want and forget that it's not by our might."
Did you know that xoNecole has a podcast? Subscribe on Apple Podcasts or Spotify to join us for weekly convos over cocktails (without the early morning hangover.)
Featured image courtesy of Ericka Perry
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So, we handpicked one hundred It Girls who embody that palpable It Factor moving through us as young Black women, the kind of motion lighting up the world both IRL and across the internet.
It Girl 100 became xoNecole’s most successful program, with the hashtag organically reaching more than forty million impressions on Instagram in just twenty-four hours. Yes, it caught on like wildfire because we celebrated some of the most brilliant and influential GenZennial women of color setting trends and shaping culture. But more than that, it resonated because the women we celebrated felt seen.
Many were already known in their industries for keeping this generation fly and lit, but rarely received recognition or flowers. It Girl 100 became a safe space to be uplifted, and for us as Black women to bask in what felt like an era of our brilliance, beauty, and boundless influence on full display.
And then, almost overnight, it was as if the rug was pulled from under us as Black women, as the It Girls of the world.
Our much-needed, much-deserved season of ease and soft living quickly metamorphosed into a time of self-preservation and survival. Our motion and economic progression seemed strategically slowed, our light under siege.
The air feels heavier now. The headlines colder. Our Black girl magic is being picked apart and politicized for simply existing.
With that climate shift, as we prepare to launch our second annual It Girl 100 honoree list, our team has had to dig deep on the purpose and intention behind this year’s list. Knowing the spirit of It Girl 100 is about motion, sauce, strides, and progression, how do we celebrate amid uncertainty and collective grief when the juice feels like it is being squeezed out of us?
As we wrestled with that question, we were reminded that this tension isn’t new. Black women have always had to find joy in the midst of struggle, to create light even in the darkest corners. We have carried the weight of scrutiny for generations, expected to be strong, to serve, to smile through the sting. But this moment feels different. It feels deeply personal.
We are living at the intersection of liberation and backlash. We are learning to take off our capes, to say no when we are tired, to embrace softness without apology.
And somehow, the world has found new ways to punish us for it.
In lifestyle, women like Kayla Nicole and Ayesha Curry have been ridiculed for daring to choose themselves. Tracee Ellis Ross was labeled bitter for speaking her truth about love. Meghan Markle, still, cannot breathe without critique.
In politics, Kamala Harris, Letitia James, and Jasmine Crockett are dragged through the mud for standing tall in rooms not built for them.
In sports, Angel Reese, Coco Gauff, and Taylor Townsend have been reminded that even excellence will not shield you from racism or judgment.
In business, visionaries like Diarrha N’Diaye-Mbaye and Melissa Butler are fighting to keep their dreams alive in an economy that too often forgets us first.
Even our icons, Beyoncé, Serena, and SZA, have faced criticism simply for evolving beyond the boxes society tried to keep them in.
From everyday women to cultural phenoms, the pattern is the same. Our light is being tested.
And yet, somehow, through it all, we are still showing up as that girl, and that deserves to be celebrated.
Because while the world debates our worth, we keep raising our value. And that proof is all around us.
This year alone, Naomi Osaka returned from motherhood and mental health challenges to reach the semifinals of the US Open. A’ja Wilson claimed another MVP, reminding us that beauty and dominance can coexist. Brandy and Monica are snatching our edges on tour. Kahlana Barfield Brown sold out her new line in the face of a retailer that had been canceled. And Melissa Butler’s company, The Lip Bar, is projecting a forty percent surge in sales.
We are no longer defining strength by how much pain we can endure. We are defining it by the unbreakable light we continue to radiate.
We are the women walking our daily steps and also continuing to run solid businesses. We are growing in love, taking solo trips, laughing until it hurts, raising babies and ideas, drinking our green juice, and praying our peace back into existence.
We are rediscovering the joy of rest and realizing that softness is not weakness, it is strategy.
And through it all, we continue to lift one another. Emma Grede is creating seats at the table. Valeisha Butterfield has started a fund for jobless Black women. Arian Simone is leading in media with fearless conviction. We are pouring into each other in ways the world rarely sees but always feels.
So yes, we are in the midst of societal warfare. Yes, we are being tested. Yes, we are facing economic strain, political targeting, and public scrutiny. But even war cannot dim a light that is divinely ours.
And we are still shining.
And we are still softening.
And we are still creating.
And we are still It.
That is the quiet magic of Black womanhood, our ability to hold both truth and triumph in the same breath, to say yes, and to life’s contradictions.
It is no coincidence that this year, as SheaMoisture embraces the message “Yes, And,” they stand beside us as partners in celebrating this class of It Girls. Because that phrase, those two simple words, capture the very essence of this moment.
Yes, we are tired. And we are still rising.
Yes, we are questioned. And we are the answer.
Yes, we are bruised. And we are still beautiful.
This year’s It Girl 100 is more than a list. It is a love letter to every Black woman who dares to live out loud in a world that would rather she whisper. This year’s class is living proof of “Yes, And,” women who are finding ways to thrive and to heal, to build and to rest, to lead and to love, all at once.
It is proof that our joy is not naive, our success not accidental. It is the reminder that our light has never needed permission.
So without further ado, we celebrate the It Girl 100 Class of 2025–2026.
We celebrate the millions of us who keep doing it with grace, grit, and glory.
Because despite it all, we still shine.
Because we are still her.
Because we are still IT, girl.
Meet all 100 women shaping culture in the It Girl 100 Class of 2025. View the complete list of honorees here.
Featured image by xoStaff
It’s not like it has to be a bad thing. In fact, studies say that somewhere around 15 percent of engaged couples actually met through a friend. All I’m saying is, before you entertain someone’s “I’ve got someone I want you to meet” invitation, it would benefit you to interview them first — for the sake of all parties involved.
The questions that I recommend asking? The following six are what I think can get everyone on the same page, so that there is more pleasure than regret from the hook-up attempt.
1. Why Are They So Invested?
GiphyTwo things that I recently watched over again are the series Survivor’s Remorse (the writing is so damn good) and a movie called Trapped in Temptation (both are currently on Tubi). Something that both of them made me think about is the fact that motive reveals a lot when it comes to why people say and do the things that they do.
When it comes to the movie, specifically, without giving the film away — let me just say that, if you are in a relationship, be really careful about listening to individuals who try to talk you out of maintaining it. More times than not, the motive is shady as hell. And honestly, sometimes people who are close to obsessed with you being in one deserve a bit of side-eye too.
Now, if it’s someone who loves all things love, they are in love and they want you to experience something similar — that’s sweet. Just make sure that they are approaching the set up from a healthy space. What I mean by that is they don’t see singleness as some sort of relational handicap or they aren’t trying to override what you want for your life as if they somehow know better (there are so many ways to be a control freak, y’all).
Hmph. Now that I think about it — make sure that the set-up crew isn’t trying to use you to “save” some male friend or relative of theirs. I say that because I once knew a mother whose son had — count ‘em — 10 kids and she was FOREVER trying to get me to date him. Girl, that wasn’t for me. She was looking for a Holy Ghost Jr. for that child of hers. I’ll pass. HARD PASS.
Bottom line with this one — if someone wants to set you up with someone else, the first thing to ask is why? Make sure to really listen to what their answer is. Then pay attention to if your mind, body and spirit are at peace with their answer(s).
2. Do They Know What You Want?
GiphyI don’t know about y’all, but the people (and let’s be honest, by far, it’s usually women) who have tried to set me up with someone? They didn’t even know what my preferences or type was. Hell, they didn’t even know my thoughts or timeline as it relates to being in a serious relationship were either. And what that boils down to is they were trying to hook me up based on their agenda, not mine — and that usually meant that the guys who they came up with? Yeah…I was good on them. LOL.
Yeah, if someone wants to hook you up, you definitely should ask them if they know what you are looking for in a guy when it comes to his looks, personality, passions, spirituality, relational desires and goals, location, etc. Because, indeed, what is the point in going out with someone who is fine as hell and yet, you want kids and he doesn’t (or vice versa) or who has a great personality yet he isn’t even in the same ballpark of your spiritual beliefs?
If your friend really wants to help you out, valuing your time should come with that — and that means bringing someone into your life who complements your lifestyle. No wiggle room here.
3. Are They Aware of Your Deal-Breakers?
GiphyLast year, I wrote an article for the platform entitled, “Should Bad Sex Actually Be A Relationship Deal-Breaker?” The thing that I think needs to go on record about deal-breakers is they aren’t exactly standards that you have. No, a deal-breaker is something that can’t be worked out even after trying to negotiate or compromise. When it comes to relationships, a deal-breaker might be how long two people should date before becoming exclusive or getting engaged. Another deal-breaker might be if being religious is more important than being spiritual and how that manifests itself (church or no church, etc.). And yes, another deal-breaker may be what each other’s sexual needs and expectations are.
When someone is setting you up, it is imperative that they know about your standards. For instance, for me, I am not interested in dating a divorced person, pretty much ever (I Corinthians 7:10-11). I’ve had friends who have tried to hook me up with that demographic before and it has always been a moot effort. The fact that some of them have gotten frustrated with my convictions has absolutely nothing to do with me. Some have tried to get me to compromise my deal-breakers too — like a long-distance relationship. Is it a firm “naw”? No. However, it’s not really something that I am interested in, so why not just…recommend someone local?
Yeah, if someone thinks that they know you well enough to hook you up, they absolutely should be well-versed in what your deal-breakers are before they do. And if they’ve never asked, all they are doing is assuming — and we know what that typically means. LOL.
4. What Is Their Track Record?
GiphyIt’s kind of wild that we now live in a time when more couples meet online than they do through “old-fashioned ways” like via their friends (although some reports say that Gen Z is getting back to that) — and yet, here we are. Still, if you are willing to let someone play pseudo matchmaker in your life, you are well within your rights to inquire about their track record in that department. Have they hooked others up, successfully, before? Has any of their “Cupid work” caused both people to get exactly what they wanted out of the situation? If/when things went awry, why was that?
I know someone who is constantly trying to hook people up. Thing is, maybe 10-15 percent (no joke) of their efforts have proven to be positive and fruitful — and we’re talking about close to close to two decades of them doing it. Listen, time is too precious to be out here doing stuff ONLY to please other people. That said, if someone wants you to devote some time to one of their grand ideas, you are well within your rights to ask about their past and current success score when it comes to it.
5. Can They Keep Their Own Feelings Out of It?
GiphyWanna know if someone who is offering to do something for you is actually doing it more for themselves? If they try to make it be about them when things don’t go the way they would like, that is a dead ringer. An example? They post a message about you on social media and then question you about why you didn’t do the same thing in return. Another example? They do something for you and then throw it in your face during an argument. Still another example? They set you up with someone, it doesn’t work out, and suddenly you’ve put them in a weird spot. No dear — you put your own self in that position by trying to hook two people up in the first place.
I promise you, it will spare everyone unnecessary energy spent (or even drama experienced) if, before you agree to be hooked up, you get the matchmaker on record stating that they will keep their emotions out of it as much as possible. MEANING — they will do the introductions and then let the chips fall where they may. If they can’t do this, my two cents (save it or spend it) would be to decline the offer. Because all you need is someone texting you about why you haven’t called their cousin back or having an attitude with you when you break up with some guy at their church who they thought was the perfect catch (P.S. These aren’t hypothetical examples — LOL).
6. Will They Respect Your Boundaries? Start to Finish?
GiphyYeah, this final one is a biggie. Just because someone sets you up with another person, that doesn’t automatically or necessarily mean that they should have the right to the details of the dynamic. I don’t care if it’s the first date or the 10th date. I don’t care if you decide to just be sex buddies or to have a full-blown relationship. I don’t care if you stay together or break-up — it’s your relationship which makes it your business. Whatever you share is privileged data.
Yeah, I would say that probably the most challenging thing about being hooked up by someone you know is they have a tendency to think that they are a part of the relationship too — and that is a lie. If things go well beyond a couple of dates, you and the guy should discuss what you will both share with the person who introduced you and then agree to stick to that boundary, no matter what. It’s a great way to protect the dynamic, to keep “outside voices” from influencing the growth and to navigate how you want to move, moving forward.
Someone who hooked you up for the right reasons and knows how to honor limits? They will understand. Will they ask questions? Absolutely. Will they pry? Nah.
___
Should you sit and let someone hook you up? I mean, you never know how your blessing will come. Just make sure that they are prepared for you to do some digging into their mindset before they start sweetly meddling into your love life.
It’s only fair. Hell, and right. LOL.
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Featured image by PeopleImages/Shutterstock