The 5 Steps Ashley Rouse Took To Leave Her Corporate Job To Launch A Vegan Jam Company
After years of working in the corporate food service industry, Brooklyn based Ashley Rouse knew she was destined for more. Her Brooklyn, NY-based low-sugar, vegan artisanal jam company Trade St. Jam Co., which she started in a tiny apartment when living in North Carolina was steadily growing in sales and wholesaling opportunities.
However, Ashley knew that time is what she needed in order to grow the company into the vision she had. In early October 2018, she decided to quit her corporate job to venture into the world of full-time entrepreneurship. I sat down with Ashley to chat with her about her road to full-time entrepreneurship and how the decision to choose faith over fear is leading her on this new journey. Ashley shares the steps she took and advice for others who are looking to take the leap and pursue their dreams full-time.
Ashley Rouse
1. Build the dream before you quit.
Every big idea starts small. In the early days of Trade St. Jam Co., Ashley cooked jams in small batches and sold and shipped locally. Over time interest and demand grew. She later expanded to selling in local New York City craft fairs and markets.
Learning the industry and market before you penetrate full-time is also important. Ashley spent her early days building and connecting with other local businesses and #blackowned companies. Ashley took the time to invest in brand basics such as branding, customer profiles, product offerings, sourcing, inventory management, and production – which all allowed her to scale later on.
2. Be open to the signs that it’s time & commit to the decision.
Full-time entrepreneurship was always on Ashley's "to-do" list, but she thought she was being "smart" by holding off. "I always knew [I could] make more money doing this is if I wasn't at work all the time. But, when I thought about the idea of quitting, it was so daunting." In retrospect, Ashley realized that she was actually afraid that things wouldn't work out.
Ashley's "catalyst moment" came two months prior to quitting when she was invited to participate on a panel discussion on entrepreneurship. She originally didn't want to do it – but ended up obliging. During a Q&A with the audience, an attendee's comment changed her entrepreneurial trajectory:
"He said, 'I'm sorry to interrupt but something higher is telling me that I have to say this right now...when you step out on purpose, you won't be afraid because that's what God has for you. You need to be open to that and understand that and pray that you hear that when He speaks to you.'"
During the ride home, she told her husband, "Maybe we need to look at the numbers again and see if I can do this."
This time, Ashley's apprehension was gone. "I know it sounds crazy but every time I talked about it before, I had been so fearful. For whatever reason this time, I felt strongly about it...I wasn't afraid."
3. Make a plan.
After Ashley's transformative experience – she decided to keep momentum moving. "The next night we put a bunch of numbers in the spreadsheet and ran it three times. We talked about it [and I told my husband], 'I think I'm going to do this.'"
Three days later, Ashley put in her notice at work.
Though the decision to quit came suddenly, Ashley took the time to create a plan but left room for her to "work through it as it comes."
To her surprise, after she quit, opportunities and sales began rolling in. A Bon Appetit feature led to 200 jam orders. Bigger brands such as Squarespace, Facebook, and The Gap began to reach out for wholesaling and brand partnerships. Who knew quitting would lead to this?
4. Enlist a support team.
Ashley credits having the support of her mom and husband as being critical to her success. Ashley's mother was one of her first culinary and career inspirations and encouraged her to pursue her love for food via a culinary career. "She was always realistic. [She told me], 'If you do it and you don't like it, then you can do something else.'"
When Ashley decided to quit her corporate position, her mother was also on board. "She was excited to see me say this is what I want to do and told me to go for it."
Ashley's husband is also another crucial team member. "My husband is everything. He's calm, patient, God-fearing, encouraging… he fills in all the little holes I have and helps a ton with the business."
When she initially talked quitting, he agreed and urged her to do it. Though her husband still works full-time, Ashley notes him as being Trade St.'s "analytical side" and he urged her to analyze key metrics, such as business margins early on in the growth process.
5. Prioritize faith & self-care.
It can be daunting to quit your 9-5 to pursue your dreams and many often doubt their decision in the first few months. Ashley mentions, "I spent this whole year strengthening my relationship with God."
Ashley's faith was important to providing her the strength to keep going and is a key pillar in her everyday approach to entrepreneurship. "Recently, I started tithing, which is something I never [had] done before. [Tithing] has shown me that I am making money and how much I'm making. When I finally said I'm going to give 10% of my income...I realized I was giving a lot but it's also because I'm getting a lot."
No matter what your belief system is, having faith that your dream is worth the work you're putting in is a major factor for growth.
"You have to make a decision. I'm going to do this or I'm not going to [do] this. If I am, I'm going to do it all the way. I'm going to be faithful and push through so when I have those days and I feel like I can't do it, I have to be self-aware and tell my[self]...that [I made] this pact to myself."
Throughout the journey, it will be important to celebrate the small wins. Recently, Ashley surprised her mom with a fully-paid trip to Paris and Amsterdam – something she had never been able to do before. She and her husband also went to Jamaica for a wedding – where they were able to destress and relax – something that any full-time entrepreneur needs to schedule into their calendar.
You never know where your journey will lead you once you decide to invest in your passion full-time. Make sure you aren't the one getting in your own way and blocking future blessings. "On December 12th, I went back to Conde Nast and did a Chef's Table. It's full circle because I used to run the Chef's Table program at Conde Nast...and now I'm being featured."
What's next for Ashley and Trade St. Jam Co.? The company recently launched a new IGTV show "You Can't Jam With Us" and Ashley will be featured in an upcoming Vice docu-series "Hustle" airing in February 2019.
To learn more about Ashley's journey, click below or listen to her story on episode 174 of the Dreams In Drive podcast.
Rana Campbell is a Princeton University graduate, storyteller, content marketing strategist, and the founder and host ofDreams In Drive- a weekly podcast that teaches you how to take your dreams from PARK to DRIVE. She loves teaching others how to use their life stories to inspire action within oneself and others. Connect with her on Apple Podcasts, Spotify, Soundcloud, Instagram @rainshineluv or @dreamsindrive.
Featured image via Ashley Rouse
Rana Campbell is a Princeton University graduate, storyteller, content marketing strategist, and the founder and host of Dreams In Drive - a weekly podcast that teaches you how to take your dreams from PARK to DRIVE. She loves teaching others how to use their life stories to inspire action within oneself and others. Connect with her on Instagram @rainshineluv or @dreamsindrive.
This Couple Almost Let Their 8-Year Age Gap Keep Them From Finding Love With One Another
How We Met is a series where xoNecole talks love and relationships with real-life couples. We learn how they met, how like turned into love, and how they make their love work.
I’m willing to bet that this is not the first time you’ve seen this couple. Dalen Spratt is a television producer, owner of a tailored men's suit line, and creator of Ghost Brothers: Haunted Houseguests, which is currently streaming on Destination America. Stacey Spratt is also a serial entrepreneur, focusing mostly on events and the nonprofit world, and she is the owner of two award-winning craft beer bars called Harlem Hops. But their accolades are not what united them.
The couple met years ago at their alma mater, Clark Atlanta University, when they were still working to create the life they have now, and if you had told them then that they’d eventually tie the knot, the pair probably would’ve laughed in your face.
Today, they’re new parents, flourishing in their careers, and each others’ “teammates.” When desiring love, Dalen recommends not looking to other couples for advice. And Stacey advises staying true to what you want. “Don’t put age or limitations on love and children. If God could do it for me, why can’t he do it for you?”
Here's How We Met.
How did you meet?
Dalen: We met in 2005 when she was advising the Greek sororities and fraternities in college. She was old as hell in college, and I was a young buck (laughs). Everybody had a crush on her, but I didn’t think much of it. Then, in 2007, we were in the same grad school class, but she still wasn’t trying to see me then either. I had to catch her five years ago; I was very patient.
Stacey: Yeah, everybody in our grad school class called him Young, Fresh to Death because he was always dressed in B-school (what CAU affectionately refers to as business major classes), and we’d just wear sweatpants (laughs).
So, I know Dalen was always attracted to you. But what about you? Did your attraction to him develop over time?
Stacey: So 2006-2008 – all the years went by. I don’t think we were really thinking about each other at all back then. Years later, I had an event in Dallas, and I booked him to be a speaker. Then, a few years ago, Dalen posted a photo of him on Instagram, and I slid in his DMs. I remembered him being so young and handsome, and I’m like, I should hook him up with my younger cousin. His response was: "If you’re not hooking me up with you, no thank you." But I still thought he was too young at the time, and he started pulling receipts. Taraji P. Henson was dating someone young at the time, Gabrielle Union–
Dalen: First of all, I didn’t do that. You did that.
Stacey: Okay, I did. I thought he was a cutie pie, but that age thing was on my mind!
"Dalen posted a photo of him on Instagram, and I slid in his DMs. I remembered him being so young and handsome, and I’m like, I should hook him up with my younger cousin. His response was: 'If you’re not hooking me up with you, no thank you.'"
Courtesy
Talk to me about the first date. How did he change your mind?
Stacey: Our first date was at Tin Lizzy's in Atlanta. During that time, he was living in Dallas, so it was long-distance. But he came into town, and we just had a good time. We talked a lot, which we still do. It wasn’t anything fantastic.
Dalen: Don’t downplay our first date.
Then, walk me through your courtship. How did you get to the next level? What was that conversation like?
Stacey: I think he knew at age 43 or 44 I wasn’t playing around. But also, I think it just naturally progressed.
Dalen: Yeah, it just happened naturally. And I’m going to be honest, I don’t think initially either one of us thought it would be as serious as it was. She thought I was too young and I wasn’t ready for marriage, kids, and all that. I think we both thought we were just hanging out. But after spending so much time together, a lot of stuff started happening. Like, she had to have surgery early on. It wasn’t just time together; it was intimate time. Next thing we know, we just never left each other. That’s why we still don’t have an anniversary date because we never really asked.
"It wasn't just time together; it was intimate time. Next thing we know, we just never left each other. That's why we still don't have an anniversary date because we never really asked."
What made you want to commit to each other?
Dalen: The moment I knew Stacey was for me was from a phone call. I don’t really like talking on the phone, and I can be really blunt sometimes. But we were talking, and I said, ‘I don’t really feel like talking anymore.’ And she was just like, okay, and hung up. I wasn’t trying to be rude, and she understood that. It sounds bad, but that’s how I knew she just got me. I felt like she could get my random awkward moments, and she does to this day.
Stacey: For me, I liked him as a person. Even when times get rough and tough, I could still like him as a human. He is my best friend. We have time. We laugh until we cry, and it’s just always like that. Even when we get pissed at each other, something happens, and we fix it. Also, how he treats his mother. That’s a momma’s boy, but I’m a daddy’s girl – so I get it. I know how I want to be treated, and I see how he is with her and that’s beautiful.
What are some important lessons you’ve learned about yourself through loving your partner in this relationship?
Dalen: I grew up an only child and she grew up with siblings. So, when you have someone who is used to doing things by themselves, there is definitely a learning curve when you get into a serious relationship. It’s funny now, but it was definitely a process.
Stacey: I agree – definitely the only child thing. There’s times I look at him like, did you ever live with anyone else? That comes from being momma's baby, too. I have to say, my “mother-in-love” spoiled him. But also with Axel (their daughter), that brings another level of patience.
Photo by Paras Griffin/Getty Images
What was the biggest challenge that you had to overcome together?
Dalen: We’ve gone through a lot within the years we’ve been together. We suffered two miscarriages – I’d say that’s the biggest.
Stacey: Having those miscarriages and trying to understand what’s next and what our options are was a lot. I had two myomectomies (fibroid surgeries), and he supported me through that time. Also, still, it was on my mind that he’s eight years younger than me. I was wondering if I can’t carry [a child] what that looks like for us. We had very real conversations pretty early in our relationship.
"Having those miscarriages and trying to understand what’s next and what our options are was a lot. I had two myomectomies (fibroid surgeries), and he supported me through that time. Also, still, it was on my mind that he’s eight years younger than me."
What do you fight the most about?
Dalen: Nagging. Stacey nags; she’s a complainer. She’s that momma that will look in a room and just hunt for something to complain about. Like, I’m worried for Axel when she's in high school.
Stacey: It’s because I like things to be in place. He leaves stuff all over the place. I can tell where he’s been in the house because something is left around. So he says I’m nagging – but it’s like, just get your stuff.
What are your love languages?
Dalen: Stacey is gifts all day.
Stacey: *thinks*
Dalen: We’ve talked about this. xoNecole is about to cause problems in our home (laughs).
Stacey: Obviously I love you. *thinks again* It’s words of affirmation.
Dalen: That’s it.
What’s your favorite thing about each other?
Dalen: I’ve always respected her business-mindedness. That may sound superficial, but it’s not because I’ve never been with someone who thinks like me. It’s one of my most treasured things about her. I remember one day, I was just running through ideas with her, and each time Stacey had a suggestion on how I could make it better. It’s just very comforting. She takes whatever I’m doing and elevates it – including me.
Stacey: I love Dalen’s hustle and creativity. He’s been on multiple shows, and he continues to create, produce, and reinvent himself and the product he’s putting out. I love that we can create together and bounce things off each other. Even though we may be in different arenas, there’s nothing he can’t offer me great advice about. I love that drive.
Finally, how did you know it was love?
Dalen: Well – she said it – first. (laughs)
Stacey: And he looked at me and smiled! He didn’t say it back. We were on a trip, out of the country.
Dalen: We were arguing when she said it, and she just threw it out.
Stacey: But we continue to do that. We’ve spent holidays and everything outside of the country.
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Porsha Williams And Simon Guobadia’s Marriage Has Ended: Here’s A Look Into Their Relationship Timeline
Porsha Williams and Simon Guobadia have called it quits.
After a 15-month-long marriage commenced with two elaborate wedding ceremonies, PEOPLEexclusively reports that the former Real Housewives of Atlanta star has filed for divorce from the Nigerian businessman on Thursday.
With online rumors around Guobadia's citizenship status coinciding with the announcement of their separation, a source informed PEOPLE that the divorce is "unrelated to recent allegations involving Simon's past" and is an “ongoing matter.”
In November 2022, the ex-lovebirds tied the knot in Atlanta during a show-stopping, 350-guest Nigerian traditional native law, with a traditional American wedding to follow.
Ahead of their wedding, Williams told PEOPLEexclusively, “I am ridiculously excited. I am just so ready. I'm not even nervous. I know I'm marrying the love of my life, and it's going to solidify our relationship and our family bond. I'm calm and excited."
Although their relationship has come to a sudden conclusion, their whirlwind romance was one to watch; or in this case, look back on. Here’s a breakdown of the moments that made Williams and Guobadia’s relationship one to remember.
2020 - Porsha and Simon's First Encounter
Porsha Williams and Simon Guobadia first crossed paths in 2020 on the set of Season 13 of Real Housewives of Atlanta. Guobadia was then married to friend of the show, Falynn Pina.
May 2021 - Their Surprise Engagement
In May 2021, Porsha Williams surprised fans by announcing her engagement to Simon Guobadia shortly after he reportedly declared his divorce from Falynn Pina. Williams shared on Instagram that their relationship started a month earlier, and Guobadia had initiated divorce proceedings in January 2021, which had been resolved.
Williams took to Instagram to dispel rumors around the overlap in Guobadia’s prior relationship.
“Our relationship began a month ago—yes we are crazy in love,” she wrote in the caption. “I know it’s fast but we are living life each day to its fullest. I choose happiness every morning and every night. Tuning out all negative energy and only focused on positive wishes.”
November 2021 - Porsha Clears Up Rumors Around Their Relationship Timeline
On an episode of Watch What Happens Live, Andy Cohen looked to “nail down some dates” in connection to alleged overlaps with Porsha, Simon, and his ex-wife. She shared that she reached out to Guobadia to express her sympathy for his divorce, having experienced the weight of divorce herself.
“I actually told him, ‘I’m sorry for your divorce,’ and all of that because I know what that feels like,” Williams shared. “I know what it feels like to go through betrayal and hurt.”
She continued, "A little birdie had told me that [Falynn] was pregnant, so I knew what he was about to go through." Porsha noted that his ex-wife’s pregnancy announcement prompted her to offer support to Simon, which opened a door for their connection to deepen and eventually fall in love.
November 2022 - Williams and Guobadia Tie the Knot
The couple spared no expense for their not one, but two wedding ceremonies. On Nov. 26 and Nov. 27, the two celebrated their love in front of 350 wedding guests at the Four Seasons Hotel in Atlanta, GA. The first ceremony celebrated Guobadia's Edo culture, while the following day featured a star-studded American wedding. Williams told PEOPLE that the double-wedding was a "true fashion extravaganza," as a nod to her numerous outfit changes.
November 2023 - A Diamond-Studded Declaration
To celebrate their one-year anniversary, the couple exchanged extravagant dazzling diamond rings — a stunning emerald cut for her and a stylish band for him.
February 2024 - The Two File for Divorce
Williams filed for divorce from Guobadia on Thursday, Feb. 22 2024, after nearly a half of marriage. While the cause of their divorce is still unknown, sources close to Williams confirmed that the divorce is an “ongoing matter.”
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Featured image by Paras Griffin/Getty Images