
Lord. If this wasn't, once upon a time, the story of my life, I honestly don't know what is. I'll start with this sordid lil' tale. My last pregnancy was with a guy who I was besties with. Although initially, I didn't have feelings for him, once they started to grow, I accepted that they weren't going anywhere. So, I told him what's up. After I did, I remember him saying to me, "I'm in love with you, and I don't want to be." Sis, if a man tells you something even remotely similar to this—RUN! The only thing worse than not having your feelings reciprocated is sharing feelings with someone who is fighting them, and you, at every turn. Trust me.
My last relationship was with someone I was also close friends with. He loved me so much that I tried to convince myself that I felt the same way. All it ended up doing was wasting a lot of time and ultimately ending our friendship. So yeah, to me, these two examples alone are enough of a reason to explore the topic of what any woman should do if she has strong feelings for a friend while her friend loves her too—just differently.
If this is the exact state that you are currently in, although finding a balance to it all can be a little tricky, it's my hope that the bumps and bruises that I encountered from my own experiences with help you to deal with your own; that way, you can process your emotions in a healthy way so that your friendship can remain intact. Why? Because, if he's a true friend, while he may not be reciprocating the kind of love that you wish to receive from him, it would be a shame to sabotage the love—even if it's only platonic love—that the two of you already share.
1.Ask Yourself: “Have I Always Had Feelings for Him?”
Personally, I'm not the individual who thinks that it's impossible for men and women to be "just friends". But what I do know is a lot of people will go into opposite-sex dynamics as a form of settling. What I mean by that is Person A will know, straight out of the gate, that they want more than a platonic situation, but since Person B isn't giving off that same kind of vibe, Person A will push their feelings aside thinking that something is better than nothing. Or that the person will change their mind over time.
There are a few problems with this type of strategy. One, it's never healthy or productive to deny your own feelings. Two, to go into a friendship like that is operating from a place of dishonesty—both to you as well as to him. And three, there's a pretty good chance that as you grow closer to him, the feelings will only get stronger and will eventually come to the surface. And the thing is, him not feeling the same way as you do won't be his fault, even if you're tempted to think so. He didn't have all of the puzzle pieces to begin with. Now that he does, it could change the entire picture overall.
So yeah, if you're into a friend who isn't into you "like that", go all the way back to the beginning. Have things been a little "off", on the "keepin' it 100" tip, since day one? As far as your feelings are concerned, were things ever strictly platonic?
2.Figure Out What YOU Want
Again, as someone who owns a few T-shirts in this department, what I think is probably the trickiest thing about having feelings for a friend is trying to find the balance between preserving the friendship without putting your own needs on the backburner. That said, once you are able to answer the question that I just posed, it's time to decide what you want.
This point is two-fold. First, what do you want, in general and then, what do you want with/from him? Just so that there's no confusion, let me break this point down even more. Is a part of the reason why you're so into your friend is because you're sick of being single and you think he is a viable candidate? Or is it that you were just fine with your life until you realized that you wanted him to play a deeper role in it?
I promise you, the answer to what I just posed will help to bring clarity. I say that because if it's more about being ready for a relationship and he's not interested, it just sets you up to focus your attention elsewhere. But if who you desire is him and him alone, I'll be honest—you'll get through your emotions with time, but there will be a few bumps in the road along the way. Mostly because you'll have to figure out how to maintain a friendship with someone you want more from. And just how do you do that?
3.Keep “Outside Voices” to a Minimum
First, you're probably going to be tempted to call every girlfriend and guy friend that you have to get their perspectives. It's understandable that you would want to do that, but from the very bottom of my heart, please don't (one or two is fine; but not the masses). Having feelings for a friend is already "layered enough" without you throwing more opinions into the mix. Not only that but, based on what each person thinks about him and your friendship with him, that could either bring you up really high or take you down really low.
Besides, we typically look for advice either to get someone to co-sign on what we think (that's another message for another time) or because we don't know what to do. And when it comes to this particular kind of situation, I can already recommend how you should handle it. You need to tell him.
If the two of you are for-real-for-real friends, you're not going to be able to hide how you feel forever. And why should you want to? The two of you are close enough that you can—and should—be totally transparent. Anything less than that is living a lie.
4.Fess Up—Tell Him What’s Up
Straight up, this is the hardest part. Well, actually I take that back. It might be. It all depends on how close the two of you are and the kind of character that he has. If he's a good man by nature—and hopefully he should be; otherwise, why are you even friends with him?—being straight up with him about your feelings may catch him off guard, but if he truly cares about you, he will be gentle with your heart; even if the feelings can't be reciprocated.
Just make sure that you do it face-to-face (body language speaks volumes) and that you are as candid as possible. Then listen, really listen, to what he has to say. While it may not be what you want to hear, he may drop some gems that can be helpful in ways that you never would've predicted. After all, he is your friend. Friends have a tendency to do that.
5.Don’t Penalize Him for Feeling Differently Than You Do
Some of us bring a lot of ego into our love for other people. What I mean by that is, just because we may feel a certain way for someone, that doesn't mean that they owe us reciprocation. It also doesn't mean that they are stupid for not feeling the same way or they are somehow blind to how good we are. More times than not, it simply means that they don't feel the same way. Over and out.
And here's the thing. Although the reality of that may sting a bit, if he is really and truly your friend, don't you want him to be with someone who he desires to be with? Don't you want him to be happy? Deeper than that, if you are your own friend, don't you want to be with someone who is just as excited about the idea of being with you as you are about being with them?
Your friend is in your life for a reason; that is clear. But if it's for no other reason than friendship, you're human. Grieve that for a season. Just try and not be so "in your feelings" (or ego) that you end up sabotaging the friendship—all because you wanted it to be more than that.
6.Know That This Is a Different Kind of “Rejection”
A wise person once said, "Never chase anyone. A person who appreciates you will walk with you." When you have feelings for someone who didn't start off as being a close friend, sometimes the best way to get over them is to move on. But please don't do this with a true friend. Even if he has no intentions of romantically walking by your side, to some extent, he has been doing it the entire time, right? And if he's being just as honest with you as you are with him, he's "rejection" is opening up the way for the one you're supposed to be with to come into your life.
Look at it this way—just by the two of you being friends with one another, he sees the good. Don't punish him for valuing you differently by distancing yourself from him and the friendship. Good friends are hard to come by. The longer you live on this planet, the realer that statement becomes.
7.Preserve the Friendship
There's a guy in my life who, I have such a unique connection with, that he wrote an entire song about it. It's basically talking about how it's hard to define exactly what we've got going on between us. I agree. In fact, what I typically tell people is, "If he doesn't end up being the father of my child, he'll be the godfather." In a weird yet very relevant way, I totally find comfort in that.
That said, my disclaimer before bringing this article to an end is that I definitely don't want you to take this out of context and/or negate everything that I just shared with you. But any spouse (who is in a healthy marriage), relationship counselor or coach will tell you that the best marriages have friendship as the foundation. When it comes to two of my friends, although they were besties for years, the now-husband wasn't feeling the wife while she was secretly carrying a torch for him for over a decade. The combination of timing and personal evolution resulted in him ultimately seeing her in a different light. They've got 18 years of marriage underneath their belt now.
Again, the moral to this little story is not that you should put your life on hold while hoping that your friend will "get it together". Actually, what I'm trying to convey is basically the Arabic proverb that says, "What is destined will reach you, even if it is underneath two mountains. What is not destined will not reach you, even if it is between your two lips."
You feel what you feel. Don't force yourself to stop. Just know that fires that aren't stoked tend to fade out on their own. In the meantime, nurture what the two of you do have—your friendship. If it's the foundation for more, as DeBarge used to sing, "Time Will Reveal". If he's ultimately supposed to be the best man (on your side) at your wedding instead of the groom—well, that means there was someone better out here for you. That's cool too; you'll have your close male friend and your life partner. Both in your life, loving you, in their own special way.
Featured image by Shutterstock
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Because We Are Still IT, Girl: It Girl 100 Returns
Last year, when our xoNecole team dropped our inaugural It Girl 100 honoree list, the world felt, ahem, a bit brighter.
It was March 2024, and we still had a Black woman as the Vice President of the United States. DEI rollbacks weren’t being tossed around like confetti. And more than 300,000 Black women were still gainfully employed in the workforce.
Though that was just nineteen months ago, things were different. Perhaps the world then felt more receptive to our light as Black women.
At the time, we launched It Girl 100 to spotlight the huge motion we were making as dope, GenZennial Black women leaving our mark on culture. The girls were on the rise, flourishing, drinking their water, minding their business, leading companies, and learning to do it all softly, in rest. We wanted to celebrate that momentum—because we love that for us.
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
These Black Women Left Their Jobs To Turn Their Wildest Dreams Into Reality
“I’m too big for a f***ing cubicle!” Those thoughts motivated Randi O to kiss her 9 to 5 goodbye and step into her dreams of becoming a full-time social media entrepreneur. She now owns Randi O P&R. Gabrielle, the founder of Raw Honey, was moving from state to state for her corporate job, and every time she packed her suitcases for a new zip code, she regretted the loss of community and the distance in her friendships. So she created a safe haven and village for queer Black people in New York.
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









