She's a boss, and she's minding the business that pays her. Literally and figuratively.
Whether she's launching her next business venture, turning passion projects into paper, or building her side hustle into a legacy, she's proof that visionary women don't wait for a seat at the table. She builds her own, then pulls up a chair for the next woman. The empire-builders of xoNecole's 2025 It Girl 100 lead with purpose and profit, spinning their "why" into wealth.
This year's It Girl 100 is a mosaic of brilliance, spotlighting entrepreneurs, cultural disruptors, beauty visionaries, and boundary-pushing creatives who embody the spirit of "Yes, And." This digital celebration honors the women who embrace every facet of themselves, proving you can chase the bag and still honor your desire to live life softly.
The women repping for the Business category are empire builders shaping the next generation of entrepreneurship, as founders, investors, and CEOs, shifting culture while expanding their brands and their net worth.
Here's the roll call for xoNecole's It Girl 100 Class of 2025: Business.
Artist and Founder of GROWN Media Kaya Nova
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Kaya Nova
Her Handle: @thekayanova
Her Title: Artist and Founder, GROWN Media
Who's That It Girl: Kaya Nova is the artist-entrepreneur whose voice bridges melody and empowerment as the founder of GROWN Mag and GROWN Media. We celebrate her for turning her artistry into activism, creating music and experiences that honor womanhood, vulnerability, and the beauty of becoming your full self.
Her "Yes, And" Statement: "Yes, I'm multitalented and I'm powerful beyond measure."
Founder and CEO of Vineyard Icon Erin Goldson
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Erin Goldson
Her Handle: @eringoldson
Her Title: Founder and CEO of Vineyard Icon
Who's That It Girl: We are inspired by Erin Goldson, brand marketer and founder of Vineyard Icon, a platform celebrating Martha’s Vineyard culture and creativity. She blends strategy and community building with effortless polish to turn ideas into impact.
Founder and CEO, My Happy Flo Necole Kane
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Necole Kane
Her Handle: @hellonecole
Her Title: Founder and CEO, My Happy Flo
Who's That It Girl: Necole Kane is a media mogul and entrepreneur who founded NecoleBitchie.com and xoNecole.com. She now leads feminine wellness brand My Happy Flo, advocating for women's hormonal health through plant-based supplements and holistic solutions.
FORVR MOOD Co-Founder and Content Creator Jackie Aina
Credit: Kirstin Enlow
Jackie Aina
Her Handle: @jackieaina
Her Title: FORVR MOOD Co-Founder and Content Creator
Who's That It Girl: A trailblazer who changed the face of beauty forever, Jackie Asamoah built a legacy on authenticity and advocacy. We love her for redefining luxury through inclusion and for reminding women everywhere that self-care is a radical, joyful act.
Her "Yes, And" Statement: "Yes, I'm owning my power and finding balance in it."
Founder and Investor Shannae Ingleton Smith
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Shannae Ingleton Smith
Her Handle: @torontoshay
Her Title: Founder and Investor
Who's That It Girl: Shannae Ingleton Smith is President and Co-founder of Kensington Grey, an influencer agency representing 200+ creators. A former media sales executive, she now invests in creator-led startups, including 12PM Studios.
Her "Yes, And" Statement: "Yes, I’m breaking ceilings and expanding the table."
Founder of LORVAE De'arra Taylor
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De'arra Taylor
Her Handle: @dearra
Her Title: Founder of Fashion Brand LORVAE
Who's That It Girl: We celebrate De'arra Taylor as the founder and CEO of LORVAE, an eyewear brand built on reinvention, confidence, and bold individuality. Her creative direction turns sunglasses into statements and community into a lifestyle.
Founder of The Lip Bar Melissa Butler
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Melissa Butler
Her Handle: @melissarbutler
Her Title: Founder of The Lip Bar
Who's That It Girl: Melissa Butler transformed The Lip Bar from a kitchen concept into a multimillion-dollar movement. We honor her for challenging industry norms and proving that boldness, beauty, and business brilliance can coexist unapologetically.
Director of Cultural Strategy & Innovation Denetrias Charlemagne
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Denetrias “Dee” Charlemagne
Her Handle: @dcharlemagne
Her Title: Director of Cultural Strategy & Innovation, Walmart
Who's That It Girl: A powerhouse behind purpose-driven partnerships, Denetrias Charlemagne bridges culture and commerce at Walmart with grace and innovation. We honor her for amplifying representation in retail and using her platform to build spaces where authenticity and excellence thrive.
Chief Brand Officer at Unrivaled Kirby Porter
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Kirby Porter
Her Handle: @kirbyporter
Her Title: Chief Brand Officer, Unrivaled
Who's That It Girl: Strategic, visionary, and driven by impact, Kirby Porter is building the future of athlete branding. We’re inspired by her as the founder of New Game Labs and Chief Brand Officer at Unrivaled, showing that strategy can be soulful and sport can be storytelling.
Founder and CEO of EveryStylishGirl Nana Agyemang
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Nana Agyemang
Her Handle: @itsreallynana
Her Title: Founder and CEO of EveryStylishGirl
Who's That It Girl: A journalist turned founder, Nana Agyemang built EveryStylishGirl to amplify Black women in media. We love her for opening doors, building pipelines of opportunity, and using her voice to change the face of modern storytelling.
Her "Yes, And" Statement: "Yes, I'm a boss and I'm still soft."
Vice President of Content at ESSENCE Nandi Howard
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Nandi Howard
Her Handle: @itsnandibby
Her Title: Vice President of Content, ESSENCE
Who's That It Girl: We are inspired by Nandi Howard, Vice President of Content and Editorial at ESSENCE. Her leadership elevates Black culture with clarity and celebration and shapes the stories and standards that move audiences.
Founder of Sisters In Media Oladotun Idowu
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Oladotun Idowu
Her Handle: @ola_idowu
Her Title: Founder of Sisters In Media
Who's That It Girl: We celebrate Oladotun Idowu, entertainment marketing leader at Campari Group and founder of Sisters in Media, for bridging brands and culture while championing women of color across media. Strategy and purpose guide her work.
Her "Yes, And" Statement: "Yes I'm walking into rooms with boldness and grace knowing that God has way more in stored for me."
Founder of Fortune & Forks Krystal Vega
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Krystal Vega
Her Handle: @krystalvega
Her Title: Founder of Fortune & Forks, Multimedia
Who's That It Girl: Krystal Vega’s work lives at the intersection of innovation and influence. We celebrate her as a next-gen entrepreneur shaping digital spaces where women of color lead confidently, create fearlessly, and build legacies beyond the screen.
Her "Yes, And" Statement: "Yes, I'm that girl and so are you."
Founder of Fortune & Forks Naomi Wright
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Naomi Wright
Her Handle: @naomiwrighttt
Who's That It Girl: Naomi Wright leads with style, purpose, and power. We’re inspired by her for building platforms like Fortune & Forks that merge beauty, business, and bold self-expression, proving that influence can be both impactful and intentional.
Entrepreneur and Podcast Host Emma Grede
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Emma Grede
Her Handle: @emmagrede
Her Title: Entrepreneur and Podcast Host
Who's That It Girl: Emma Grede is CEO and co-founder of Good American, and founding partner of SKIMS. She's a podcast host and the first Black female investor on ABC's Shark Tank.
CEO and Founder of TFNA Entertainment & Sports Management Kia Brooks
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Kia Brooks
Her Handle: @kiajbrooks
Her Title: CEO and Founder of TFNA Entertainment & Sports Management
Who's That It Girl: Entrepreneur and mother, Kia J. Brooks leads TFNA Talent Agency, representing top athletes and creatives. She’s known for breaking barriers, negotiating record NIL deals, and empowering others to build generational wealth.
Sports & Entertainment Brand Manager Des Dickerson
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Des Dickerson
Her Handle: @itsurdestinee
Her Title: Sports & Entertainment Brand Manager and Media Strategist
Who's That It Girl: Des Dickerson is a sports and entertainment brand manager and media strategist who works with top athletes and entertainers to elevate their platforms. She is recognized for creating innovative partnerships and driving visibility in sports and entertainment.
Her "Yes, And" Statement: "Yes, I build opportunities for athletes and entertainers and I transform them into lasting influence."
President of Collective Edge Management Shayla Cowan
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Shayla Cowan
Her Handle: @shayla_pc
Her Title: President, Collective Edge Management
Who's That It Girl: Shayla Cowan is an award-winning producer and President of Collective Edge. She's produced blockbuster films including Girls Trip and Beast, championing boundary-pushing storytellers and innovative artistry in entertainment.
Co-Founder & CEO of Fearless Fund
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Arian Simone
Her Handle: @ariansimone
Her Title: Co-Founder & CEO, Fearless Fund
Who's That It Girl: Arian Simone champions women of color in venture capital. She advocates for economic justice, investing globally in women entrepreneurs and addressing funding disparities rooted in racism and sexism through resilient, purpose-driven leadership.
Founder of Global State of Women and Seed, Valeisha Butterfield
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Valeisha Butterfield
Her Handle: @valeisha
Her Title: Founder of Global State of Women and Seed
Who's That It Girl: Valeisha Butterfield Jones is a globally recognized leader in tech, entertainment, and politics. This year, she created the Global State of Women platform, providing emergency grants to women facing high unemployment rates.
Founder and Content Creator Ava PearlCourtesyAva Pearl
Her Handle: @avapearl
Her Title: Founder and Content Creator
Who's That It Girl: Ava Pearl is the founder of Curly Culture and Curly Con LA, initiatives that champion natural hair and foster community within the beauty industry. As a beauty and lifestyle content creator, she is dedicated to creating impactful content that inspires authenticity, confidence, and self-expression.
Her "Yes, And" Statement: "Yes, I’m rooted in authenticity and rising with purpose."
Now that you've met the ladies about their business, see who else made our list. Tap into the full It Girl 100 Class of 2025 and meet all the women changing game this year and beyond. See the full list here.
Featured image by xoStaff
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Anyway, I personally think that the less shallow folks out here may contemplate calling things “quits” or they at least distance themselves a bit from their partner (and what I’m referring to is serious relationships) due to all of the stress and strain that oftentimes comes with the holidays whether it be financial, familial, due to their tight schedules or something else.
Listen, I would hate for you and your man to miss the fun and happiness of experiencing this time of year, all because you are so overwhelmed or irritated that you can’t really enjoy it. That’s why I have a few practical tips for how to avoid allowing the typical holiday season stress from INFECTING your relationship.
Manage Your Expectations
GiphyUnmanaged expectations. If there is a main reason why the holiday season tends to be so stress-filled for so many people, I’d bet good money that this is the cause. And when you’re in a long-term relationship, expectations can manifest themselves in all sorts of cryptic and/or unexpected ways. You might have relatives who assume that you are going to be with them for Thanksgiving or Christmas when you have other plans in mind. You might be thinking that you are going to spend one amount for presents while your man is thinking something totally different. When it comes to scheduling, your signals may be crossed.
And you know what? To all of these scenarios, this is where clear and consistent communication come in. Don’t assume anything. Don’t dictate anything either. From now until New Year’s, mutually decide to check in once a week, just to make sure that you are both on the same page as it relates to the holidays and what you both are thinking will come along with it. The less blindsided you both feel, the less stressed out you will be. Trust me on this.
Set (and Keep) a Budget
GiphyOkay, so I read that last year, 36 percent of Americans incurred some type of holiday-related debt. Hmph. Last year, there was still some sense of normalcy in this country, chile, so I can only imagine what finances are gonna look like over the next several weeks. That said, since I don’t know a lot of people who don’t find being broke stressful, make sure that you and your bae set a budget and then stick to it this year — no ifs, ands or buts.
Because really, y’all — it doesn’t make sense to deplete savings and/or max out credit cards for a few days of giggles only to be damn near losing your mind because you don’t know how to make ends meet come Dr. Martin Luther King, Jr. Day.
And by the way, this tip doesn’t just speak to things like food and gifts; I also mean travel. If it doesn’t make a ton of sense (or cents) to be all over the place this year — DON’T BE.
Keep Matthew 5:37 at the Forefront
GiphyIf off the top of your head, you don’t know what Matthew 5:37 says, no worries, here ya go: “But let your ‘Yes’ be ‘Yes,’ and your ‘No,’ ‘No.’ For whatever is more than these is from the evil one.” That verse right there? Oh, it’s a boundaries lifesaver! I say that because do you see “maybe” or “I’ll think about it” in there? Nope. LOL. It says that you should tell people “yes” or “no” and leave it at that — and that complements Anne Lamott’s quote, “’No’ is a complete sentence” impeccably well. Yeah, you’ve got to remember that anything beyond a yes or no to a request is privileged information; you don’t owe anyone details or an explanation.
Besides, if you are really honest with yourself, when someone asks you something and you give a “Umm, let me think about it” kind of reply, more times than not, you already know what your answer is going to be — so why not let you both off of the hook? Give your response. Commit to that. And let everyone (including yourself) get on with their lives and schedules.
I promise you that when it comes to those holiday parties, you are pissing more folks off by not RSVP’ing or doing so and not showing up than just saying, “Thank you but not this year” off the rip.
Remember That Your Personal Space Is Privilege Not a Right
GiphyA friend of mine recently bought a new house and invited me over to come see it. He’s a single man with no children, so as I was taking in all of the space that he had, especially as I walked through his finished basement, I joked about relatives coming to live with him. “Hell no” and “absolutely not” were pretty much his immediate responses as he went on to say that some folks even had the nerve to be offended when he told them that he had no intentions on taking DNA in.
Ain’t it wild how people think that your stuff is their right? And yes, that brings me to my next point. Your home is your sanctuary space. If you want to host folks this year — cool. If not, ALSO COOL. Please don’t let folks (family included) guilt you into how they want you to act or even into what they would do if the shoe was on the other foot. You are not them — and as one of my favorite quotes states, “If two people were exactly alike, one of them would be unnecessary.” (A man by the name Larry Dixon said that.)
Hell, my friends? They know that I am good for sending them random things that they need or even want all throughout the year. Coming over to hang out at my pace, though. Uh-uh. Chalk it up to being a card-carrying member of the ambivert club yet I like keeping my living space personal — and I sleep like a baby, each and every night, for feeling that way.
Always remember that your space, your time, your resources, your energy and shoot, yourself period (including your relationship), are all things that are your own. You get to choose how, when and why you want to share them. The holiday season is certainly no exception.
Cultivate Some “You Two Only” Traditions
GiphyIt’s not uncommon for some couples to hit me up after the holiday season to “detox.” Sometimes it’s due to the financial drama (and sometimes trauma) that they experienced. Sometimes it’s because they allowed their relatives (especially in-laws) to get more into their personal business than they should’ve. More than anything, though, it tends to be because they didn’t get enough quality time together and so ended up feeling “disconnected.”
Please don’t let that happen. Listen, I’m not even a holidays kind of woman and yet, I will absolutely sit myself down with some hot chocolate and chocolate chip cookies to enjoy a Hallmark holiday film or two. Aside from the fact that most of them are lighthearted and sweet, I also like that they usually focus on couples loving on each other amidst all of the holiday beauty and ambiance — which is something that all couples should set aside some time to do.
Maybe it’s a vacation. Maybe it’s a staycation. Or maybe it’s my personal favorite, A SEXCATION. Whether it’s for a few days, the weekend or even overnight — don’t you let the holidays go by without setting aside time for you and your man to celebrate one another. Don’t you dare (check out “Are You Ready To Have Some Very Merry 'Christmas Sex'?”).
GET. SOME. REST.
GiphyI once read that 8 out of 10 people get stressed out over the holidays and 3 out of 10 lose sleep during to it — and when you’re stress-filled and sleep-deprived, that can absolutely lead to hypersensitivity, making mountains out of molehills and even not being in the mood for sex.
Your relationship can’t afford to go through any of this, so definitely make sure to prioritize rest. I don’t care how unrealistic it might seem during this time, sleep should never be seen as a luxury; it will always and forever be a great necessity.
That said, try to get no less than six hours of shut-eye in (check out “6 Fascinating Ways Sex And Sleep Definitely Go Hand In Hand”) and even ask your bae to take a nap with you sometimes (check out “Wanna Have Some Next-Level Sex? Take A Nap, Sis.”). Not only will sleep help to restore your mind, body and spirit but, when it’s with your partner, it’s an act of intimacy that can make you both feel super connected, even in the midst of what might feel like chaos.
___
Holiday season stress is real. Still, never give it the permission or power to throw your relationship off. Put you and your man first and let the holidays be what they are gonna be, chile.
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Not to mention the fact that so many folks literally don’t read (you know, past skimming) anymore — and yes, I have stats to prove it. I recently read that back in 2022, reportedly, a little over 48 percent of people read one book over the course of that entire year (that is not a good thing and proves that book reading is on a steady decline). Meanwhile, the amount of time that is spent on social media: 2.5 hours on a daily basis. That’s 150 minutes of listening to folks just say…whatever. And if you listen to it long enough, you could actually start believing it as gospel.
This includes what I am going to touch on today: the belief that if someone really cares about you, they should constantly reassure you. Y’all damn near are gonna have me join the world of social media again, just to address this one fallacy. For now, though, I’ll settle for making some points via this article — because as you can see from the title, I don’t agree with that conclusion at all.
In fact, I personally believe that thinking this way is a pretty big relational orange — if not red — flag.
Reassurance. And What It Does for a Child.
GiphyIf you’ve read enough of my content, you know that I am big on word definitions — and when it comes to the word “reassurance,” the meaning alone explains why this article has the title that it does:
Reassurance: something, such as information, praise, or an action or gesture, that soothes, comforts, or restores to confidence
Reassurance restores confidence. Bookmark that, please. I will certainly circle back to that point before I am done.
Okay, so when it comes to, say a child, there is absolutely a place for reassurance. That’s because they are still in the process of significant self-development and so they need reassurance in order to feel safe, secure and loved. It’s also a way for them to establish trust in others.
However, did you know that many mental health experts say that if a child deals with, say anxiety, constant reassurance can actually be counterproductive because they can start to rely on external validation to emotionally stabilize them instead of learning how to remain calm and relaxed on their own (yeah, bookmark that too)? Some other ways that constant reassurance can become potentially problematic is it can cause kids to create problems that don’t exist, to overthink and to jump to the wrong conclusions (hmm…very interesting).
And so, already, we’re seeing something pretty interesting, right? Although reassurance has its place, too much of it, even for kids, typically ends up doing more harm than good.
Let’s keep building.
How 'Lack' As a Child Can Manifest As an Adult
GiphyOkay, so we just touched on how constant reassurance can be counterproductive for an anxious child. Now what about when that child grows up? If they never learned how to properly and effectively deal with their anxiety, what then? Well, this is where attachment styles can very easily come into play — especially since one of them is literally called “anxious attachment style.”
Anxious attachment style is rooted in insecurity. It typically stems from experiencing the type of dysfunctional upbringing that resulted in one or both parents being unpredictable or inconsistent in their caregiving approach and techniques. As a result, the child deals with things like fear of abandonment or rejection and, without healing from that, they become an adult who is pretty much the exact same way.
In relationships, it can manifest in them being extra clingy, codependent, super jealous, controlling or — catch it — someone who is always looking for validation and reassurance.
Hmph. Did you catch that? Did you really catch that? Needing constant reassurance in a relationship IS NOT something that should automatically come with a relationship. In fact, if you’re someone who has this type of need or even expectation, there’s a really good chance that what you actually need is therapy — not for your partner to work harder to make you feel better about yourself or the relationship.
Which brings me to my next point.
Relationships Can Be Therapeutic. They Aren’t Therapy, Though.
GiphySomething that some of my clients will tell you that they’ve heard me say, more than once I might add is, “PARENT and PARTNER are not palindromes.” A palindrome is a word (line, sentence, etc.) that is the same whether it is spelled backwards or forwards — and while, of course, parent and partner couldn’t qualify as being that, what I mean is there are far too many people who think that partners should pick up where parents left off and/or dropped the ball — and that is a super unhealthy approach to relationships. Come to think of it, not only is it unhealthy but really unfair as well.
This is exactly why I’m not big on phrases like “the princess treatment” in adult relationships. A princess is the daughter of a king while a queen is the wife of one. For a grown woman to expect a man to do what a father did for her as a child without accepting that as an adult, there are far more responsibilities as a wife that comes into play? Yep, that is toxic thinking.
And you know what? So is expecting your partner to overcompensate for where your father and/or mother didn’t show up in the way that they should have. That is not your partner’s fault, their role or their assignment while dating you. If you feel otherwise, it really is time to speak with a professional who can help you to do a bit of “reprogramming” in your thinking because, for you to feel and/or assume that since your parents didn’t make you feel confident and secure or teach you how to value yourself, your partner should work overtime to make up for it? There is not one thing that is healthy, mature or emotionally solid about having that type of mindset.
And that is why I am also good for saying that, although relationships can be therapeutic (healing), they should never EVER be seen as therapy. Therapists are trained to deal with the mental and emotional challenges that people have. On the other hand, no one should expect their partner to have the knowledge and expertise that professionals do — and while we’re here, partners also shouldn’t trust that someone who needs the assistance of a therapist to become whole (again) would know exactly what steps are required for that to happen.
So yeah, if you’re someone who thinks that being loved means that someone needs to constantly make you feel good about yourself or secure in the relationship — you probably do have an anxious attachment style. See a professional to get that confirmed, though. Because no one should have to make you feel valued or worthy. That is an inside job.
And this brings me to my final point.
It’s Not Fair to Want Someone to Love You More than You Do
GiphyFor this last point, something that Christ once said immediately comes to mind:
“No one puts a piece of unshrunk cloth on an old garment; for the patch pulls away from the garment, and the tear is made worse. Nor do they put new wine into old wineskins, or else the wineskins break, the wine is spilled, and the wineskins are ruined. But they put new wine into new wineskins, and both are preserved.” (Matthew 9:16-18 — NKJV)
A lot of times, Christ spoke in parables because it was easier for people to get where he was coming from (Matthew 13:13). Anyway, along these lines, what would be the point in pouring a liquid into a bottle that has a hole in it? It’s not built to contain and maintain the fluid and so, no matter how delicious the drink may be, no matter how many times it’s poured into the bottle, the bottle is never going to remain full — because it has cracks in it.
BOOKMARK THAT.
My fourth baby’s daddy (check out “Why I Named The Children I Aborted”), while we were in the process of our “exit interview” (which is what I choose to call it) of our dynamic, he said something that has always stayed with me: “Shellie, your biggest problem is you receive compliments are revelations when they should be seen as confirmations.” Hmph. The irony of HIM saying that is kind of a trip and yet, at the time when we were experiencing each other, he was exactly right. I should’ve never had such a low sense of self-worth that whatever a man said to me had me so in awe that I either felt extremely grateful or became super addicted to his validation.
And y’all, that is exactly what needing constant reassurance looks like — because why does someone need to keep telling you that you are beautiful, keep saying that you are wonderful, keep letting you know that they want to be with you — keep restoring your confidence in yourself and in your relationship with them?
In other words, why should they work harder at making you feel good about yourself and solid in your relationship than you are willing to? Isn’t that just like pouring liquid into a broken bottle?
There is someone in my family tree who I had to distance myself from because he kept venting to me about his marriage and the fact that his wife was just like this. Sadly, it was never (and I do mean NEVER) enough that he chose her — whenever she felt some type of way about herself, here she came looking for him to fill her voids. After a couple of years of the nonstop needs for reassurance, he was worn out from doing it and I was exhausted from hearing about it. He was too scared to call her out and she was too unaccountable to get the real help that she needed. Whew. Toxic on top of toxic.
So Shellie, what are you saying — that we shouldn’t expect compliments, affirmations, support and encouragement in our relationships? Chile, if that is what you got out of this, you are choosing to think that way because that couldn’t be further from where I am coming from.
Again, you’ve got to remember what reassurance means: it’s about restoring confidence. A compliment is “an expression of praise, commendation, or admiration” yet if you already know that you are pretty, smart, funny, whatever, someone telling you that isn’t “building your confidence;” it’s cosigning on something that you are already aware of. Encouragement is about inspiring or stimulating someone and so yes, of course, the right partner is going to want to see you win in life and so they are going to offer up influence and motivation to help you — but what if they aren’t there?
Shouldn’t you be able to encourage yourself? ABSOLUTELY. However, expecting them to restore your confidence due to things that have nothing to do with them or because you simply lack self-confidence? That is not how relationships are to go. If you aren’t sure of yourself (which is a foundational definition of confident), get to the root of why and then figure what you need to do to become sure — that way, your partner doesn’t have to constantly “fill you up;” actually, what they do will be surplus instead of void-filling because your “bottle” will be unbroken.
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I’m telling you, if you pay attention to the relationship side of socials, at least twice a day, someone will talk about how they think that a relationship should entail receiving constant reassurance. Lies on top of lies. No one should think that love means trying to make someone else feel sure about themselves because they don’t know how to do so on their own.
And this is why I say that expecting constant reassurance is an orange, if not red, flag.
Because when you already feel good about yourself, there is no need.
And if you don’t, figuring out how to is an inside job — FIRST.
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