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
Then there were those who gave up their zip code altogether and found a permanent home in the skies. After years spent recruiting students for a university, Lisa-Gaye Shakespeare became a full-time travel influencer and founded her travel company, Shakespeare Agency. And she's not alone.
These stories mirror the experiences of women across the world. For millions, the pandemic induced a seismic shift in priorities and desires. Corporate careers that were once hailed as the ultimate “I made it” moment in one's career were pushed to the back burner as women quit their jobs in search of a more self-fulfilling purpose.
xoNecole spoke to these three Black women who used the pandemic as a springboard to make their wildest dreams a reality, the lessons they learned, and posed the question of whether they’ll ever return to cubicle life.
Answers have been edited for context and length.
xoNecole: How did the pandemic lead to you leaving the cubicle?
Randi: I was becoming stagnant. I was working in mortgage and banking but I felt like my personality was too big for that job! From there, I transitioned to radio but was laid off during the pandemic. That’s what made me go full throttle with entrepreneurship.
Gabrielle: I moved around a lot for work. Five times over a span of seven years. I knew I needed a break because I had experienced so much. So, I just quit one day. Effective immediately. I didn’t know what I was going to do, I just knew I needed a break and to just regroup.
Lisa-Gaye: I was working in recruiting at a university and my dream job just kind of fell into my lap! But, I never got to fully enjoy it before the world shut down in March [2020] and I was laid off. On top of that, I was stuck in Miami because Jamaica had closed its borders due to the pandemic before I was able to return.
Randi O
xoN: Tell us about your journey after leaving Corporate America.
Randi: I do it all now! I have a podcast, I’m an on-air talent, I act, and I own a public relations company that focuses on social media engagement. It’s all from my network. When you go out and start a business, you can’t just say, “Okay I’m done with Corporate America,” and “Let me do my own thing.” If you don’t build community, if you don’t build a network it's going to be very hard to sustain.
Gabrielle: I realized in New York, there was not a lot to do for Black lesbians and queer folks. We don’t really have dedicated bars and spaces so I started doing events and it took off. I started focusing on my brand, Raw Honey. I opened a co-working space, and I was able to host an NYC Pride event in front of 100,000 people. I hit the ground running with Raw Honey. My events were all women coming to find community and come together with other lesbians and queer folks. I found my purpose in that.
Lisa-Gaye: After being laid off, I wrote out all of my passions and that’s how I came up with [my company] Shakespeare Agency. It was all of the things that I loved to do under one umbrella. The pandemic pulled that out of me. I had a very large social media following, so I pitched to hotels that I would feature them on my blog and social media. This reignited my passion for travel. I took the rest of the year to refocus my brand to focus solely on being a content creator within the travel space.
Gabrielle
xoN: What have you learned about yourself during your time as an entrepreneur?
Randi: [I learned] the importance of my network and community that I created. When I was laid off I was still keeping those relationships with people that I used to work with. So it was easy for me to transition into social media management and I didn’t have to start from scratch.
Gabrielle: The biggest thing I learned about myself was my own personal identity as a Black lesbian and how much I had assimilated into straight and corporate culture and not being myself. Now, I feel comfortable and confident being my authentic self. Now, I'm not sacrificing anything else for my career. I have a full life. I have friends. I have a social life. And when you are happy and have a full quality of life, I feel like [I] can have more longevity in my career.
Lisa-Gaye: [I'm doing] the best that I've ever done. The discipline that I’m building within myself. Nobody is saying, ‘Oh you have to be at work at this time.’ There’s no boss saying, ‘Why are you late?’ But, if I’m laying in bed at 10 a.m. then it's me saying [to myself], 'Okay, Lisa, get up, it's time for you to start working!’ That’s all on me.
xoNecole: What mistakes do you want to help people avoid when leaving Corporate America?
Randi: You have to learn about the highs and lows of entrepreneurship. You have a fast season and a slow season and I started to learn that when you're self-employed the latter season hits hard. Don't get caught up on the lows, just keep going and don't stop. I’m glad I did.
Gabrielle: I think everyone should quit their job and just figure it out for a second. You will discover so much about yourself when you take a second to just focus on you. Your skill set will always be there. You can’t be afraid of what will happen when you bet on yourself.
Lisa-Gaye: When it comes to being an influencer the field is saturated and a lot of people suffer from imposter syndrome. There is nothing wrong with being an imposter but find out how to make it yours, how to make it better. If you go to the store, you see 10 million different brands of bread! But you are choosing the brand that you like because you like that particular flavor.
So be an imposter, but be the best imposter of yourself and add your own flair, your own flavor. Make the better bread. The bread that you want.
Lisa-Gaye Shakespeare
xoNecole: Will you ever return to your 9 to 5?
Randi: I wouldn’t go back to Corporate America. But I don’t mind working under someone. A lot of people try to get into this business saying, “I can't work under anyone.” That’s not necessarily the reason to start a business because you're always going to answer to somebody. Clients, brands, there’s always someone else involved.
Gabrielle: I went back! I really needed a break and I gave myself that. But, I realized I’m a corporate girl, [and] I enjoy the work that I do. I’m good at it and I really missed that side of myself. I have different sides of me and my whole identity is not Raw Honey or my queerness. A big side of me is business and that’s why I love having my career. Now I feel like my best self.
Lisa-Gaye: I really don’t. For right now, I love working for myself. It's gratifying, it's challenging, it's exciting. It’s a big deal for me to say I own my own business. That I am my own boss, and I'm a Black woman doing it.
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Featured image courtesy of Lisa-Gaye Shakespeare
Originally published on February 6, 2023