
Jo Neisha Johnson's Swimwear Line Is For The Woman Who Wants To Vacation On The Fly

With the rise of more and more black women breaking away from traditional 9-5s to become their own bosses, the CEO is getting a revamp as the SHEeo. CEOs are forging their own paths, blazing their own trails, and turning their passion into a profit. Curious to know how she does it? In the Meet The SHEeo series, we talk to melanated mavens leveling up and glowing up, all while redefining what it means to be a boss.
As an avid vacationer, Jo Neishia Johnson loved shopping her favorite stores for swimsuits and vacation wear. But when many of the stores began to only sell their products online, she found the quality and the aesthetic no longer appealed to her tastes or her budget. She launched Beulah Swim as a solution to a growing need for high-quality swimwear, resort wear and fashion options at low to mid-prices for the confident woman who is ready to slay her vacation. Beulah Swim has been a featured vendor in large-scale events such as ESSENCE Festival and continues to expand its product offering for the fearless and fly traveler.
In this week's feature, meet Jo Neishia Johnson of Beulah Swim.
Courtesy of Jo Neisha Johnson
The Stats
Title: CEO of Beulah Swim
Location: Jacksonville, Florida
Year Founded: 2016
# of Employee(s): 1
30-Second Pitch: "Iconic moments aren't created, they're curated; and many people, from those with very little social media presence, to influencers and celebrities, strive to capture 'Instagrammable' content. Studies show, 40% of millennials prioritize their travel based on their ability to capture great pictures; and commonly, fashionable millennials pre-plan curated looks, inspired by pre-determined destinations they will visit. Beulah Swim is an emerging brand that offers exclusive swimwear and statement fashion for the fearless and confident woman who is ready to slay her vacation!"
The Details
What inspired you to start your brand?
My style preference has always been more than Forever 21, but a lot less than Gucci; BCBG was always my first stop to shop. After a lot of these well-known labels started to phase out their brick and mortar locations, I was forced to do more online shopping. In looking, I was so uninspired by a lot of the fashion that I found available in most online boutiques. In my opinion, I felt that the quality of the products was not what I wanted or the offerings lacked originality. If I did like something, I could find that specific look in multiple boutiques, and that was a turn-off as well. I did find some more custom brands, and then the dilemma became, I didn't want to pay upwards of $300 for more exclusive, designer looks offered by smaller brands.
Because I love to vacation near water, and because I saw a need for high-quality, low to mid-price swimwear, resort wear and fashion options in the smaller brand sector, I moved forward with Beulah Swim.
What was your “a-ha!” moment that brought your idea into reality?
Statistics revealed that Black millennial women spend more than any other demographic on travel and they have one of the highest purchasing powers in retail. Again, when I discovered that there was a need for selective, high-quality, mid-priced poolside and fashion looks, I knew that Beulah Swim would be successful.
Who is your ideal customer?
Women between the ages of 25 and 44. They are likely educated professionals who live in metro areas with a decent discretionary income. Our customer is social, a consistent online shopper and a "cultural traveler". She averages three trips a year and spends about $2,078 on each vacation.
What makes your business different?
What differentiates Beulah Swim from other online boutiques is service, selection (product offerings), and sustainability (quality).
What obstacles did you have to overcome while launching and growing your brand? How were you able to overcome them?
Two major obstacles that I constantly face while growing my brand are effective social media engagement and consistently meeting my sales goal. Initially, I did not want to serve as the face of Beulah Swim. So, I would hire models and photographers once a month to shoot content. However, I have realized that the resources I was spending on photoshoots would give a greater ROI if I spent it on inventory. So, going forward, I will be my own muse and I am expanding our product line beyond swimwear and resort wear. This way, I can shoot content more frequently and invest more in products to sell.
Also, IG analytics showed that I always have a lot of clicks to the website, but the sales did not reflect the activity. Several people have told me that my price point is too high for them, which I'm okay with. I do understand that everyone is not my target customer, but I also understand that people may also question the quality of my pieces, being that Beulah Swim is an online boutique. To remedy this issue, I have signed up to vend at numerous pop-up shops in different cities so potential customers can see and feel the quality of my piece and this has proven successful. The most common compliment I receive at pop-up shops is always in reference to the quality of my collection.
What was the defining moment in your entrepreneurial journey?
Vending in New Orleans during ESSENCE Festival weekend this year has been the most defining moment in my entrepreneurial journey thus far. I have wanted to give up on so many occasions but the love and support Beulah Swim received was overwhelming and I was reassured that there was a space, a need for us.
Where do you see your company in 5-10 years?
Beulah Swim will be the preferred brand for fearless and confident women who are looking for fly pieces to vacation in. By then, we would have expanded our product line to include countless travel-based products.
Where have you seen the biggest return on investment?
My biggest ROI has been vending. I get to introduce my label to and connect with potential customers, as well as gain new customers.
Do you have a mentor? If so, who?
I have two mentors. One of my mentors owns a Human Resources consulting firm; she is one of the most resourceful people I've ever met. I also recently connected with a more seasoned boutique owner who has offered to mentor me.
Biggest lesson you’ve learned in business?
Be grateful for loss; grow from it and appreciate that it wasn't a greater loss. Also, whenever you have the greatest feeling of opposition to attending a networking event or training workshop that you had planned to attend, push through and go! Without fail, that's when I've always benefited the most from connections.
Anything else you would like for people to know, or take away from your entrepreneurial story?
Never, ever give up. It's okay to take a break or even alter your course, but never give up!
For more Beulah Swim, follow them on social media @beulahswim.
Devale Ellis On Being A Provider, Marriage Growth & Redefining Fatherhood
In this candid episode of the xoMAN podcast, host Kiara Walker talked with Devale Ellis, actor, social media personality, and star of Zatima, about modern masculinity, learning to be a better husband, emotional presence in marriage, fatherhood for Black men, and leading by example.
“I Wasn’t Present Emotionally”: Devale Ellis on Marriage Growth
Devale Ellis On Learning He Was a ‘Bad Husband’
Ellis grew up believing that a man should prioritize providing for his family. “I know this may come off as misogynistic, but I feel like it’s my responsibility as a man to pay for everything,” he said, emphasizing the wise guidance passed down by his father. However, five years into his marriage to long-time partner Khadeen Ellis, he realized provision wasn’t just financial.
“I was a bad husband because I wasn’t present emotionally… I wasn’t concerned about what she needed outside of the resources.”
Once he shifted his mindset, his marriage improved. “In me trying to be of service to her, I learned that me being of service created a woman who is now willing to be of service to me.”
On Redefining Masculinity and Fatherhood
For Ellis, “being a man is about being consistent.” As a father of four, he sees parenthood as a chance to reshape the future.
“Children give you another chance at life. I have four different opportunities right now to do my life all over again.”
He also works to uplift young Black men, reinforcing their worth in a world that often undermines them. His values extend to his career—Ellis refuses to play roles that involve domestic violence or sexual assault.
Watch the full episode below:
On Marriage, Family Planning, and Writing His Story
After his wife’s postpartum preeclampsia, Ellis chose a vasectomy over her taking hormonal birth control, further proving his commitment to their partnership. He and Khadeen share their journey in We Over Me, and his next book, Raising Kings: How Fatherhood Saved Me From Myself, is on the way.
Through honesty and growth, Devale Ellis challenges traditional ideas of masculinity, making his story one that resonates deeply with millennial women.
For the xoMAN podcast, host Kiara Walker peels back the layers of masculinity with candid conversations that challenge stereotypes and celebrate vulnerability. Real men. Real stories. Real talk.
Want more real talk from xoMAN? Catch the full audio episodes every Tuesday on Spotify and Apple Podcasts, and don’t miss the full video drops every Wednesday on YouTube. Hit follow, subscribe, and stay tapped in.
Featured image by YouTube/xoNecole
6 Tabletop Sex Positions That'll Unlock You & Bae's Most Primal Desires
Something I will never tire of is finding new ways to bring new layers to intimacy. A wall you use as momentum, a bathroom sink to help you keep your balance as he worships you on his knees, a shower that is usually for cleansing but evolves into a sacred ritual of shared intimacy.
My favorite kind of sex is the kind of sex that prioritizes pleasure and connection. So, technically and thankfully, I can say most of my sex life has been quite pleasurable throughout the years. But the memorable encounters for sure take the cake. One such encounter actually took place on a kitchen counter, and with it unleashed inhibitions in ways I never anticipated while unlocking levels to top-tier sex. And that, that involved a kitchen counter.
Why Kitchen Counter Sex Just Hits Different
What is it about having your hips pressed into the edge of a kitchen counter that lets out something so primal in you? The cool-to-the-touch feel of the countertop against exposed skin as you rise to meet him again and again. The urgency in every movement. The playfulness of repurposing an everyday space for something far more erotic. If you’re looking to bring that energy into your own sex life, keep reading for positions and tips to explore.
1. The Bounce House
They don’t call it Bounce House for nothing. In this position, the penetrating partner lies flat on their back on a sturdy table or counter while the receiving partner straddles them, knees bent and facing away. With their hands gripping the edge of the surface for support, the receiving partner slides or bounces at their own pace, owning the rhythm, the motion, and the view.
According to sex therapist Michael Aaron, Ph.D., who spoke with Women’s Health, the receiving partner placing their legs between their partner’s creates a tighter sensation, while staying fully astride allows for more bounce and range of motion. Either way, this one puts the receiver in full control, and you know we love a good woman on top position. Pleasure and power? Say less.
2. The Bicycle
Well, you know what they say about riding a bike. In the case of this table top position, it's the receiving partner who is the rider...but not in the way you think. While lying back on a sturdy surface or a table, the receiver will bring their knees toward their chest, bending them as if in a cycling motion. The penetrating partner stands at the edge of the surface, grabbing the receiver's ankles, and guides themselves inside, slowly so as to savor the moment. This angle puts everything on display for the penetrating partner while allowing for deep, connected thrusting for the receiver.
To take things up a notch , the receiving partner can touch themselves or flex their thighs to control the depth or the rhythm. Because, who says only one person gets to have control?
3. Counter Offer
How could we be at the table and not use it to eat? Enter: Counter Offer. In this oral-focused sex position, the receiving partner perches on the edge of a counter or table, lying back or sitting upright with legs parted or bent for comfort. The penetrating partner kneels or stands between their thighs, depending on the setup and the kind of attention they’re ready to give. No doubt, this one’s all about access and intention.
With the vulva front and center, the height makes it easier to maintain eye contact, use hands freely for things like breast play or incorporating toys, and take their time with every moan-inducing taste. And that’s on five, six, seven, ATE.
4. Standing Doggy
Standing Doggy is what happens when a classic like doggy style gets an upgrade. Instead of being on all fours on a bed, the receiving partner bends over a hard surface like a table or counter, keeping their hips aligned at its edge. The penetrating partner stands behind and enters from the back, using the angle to go deeper and create a strong, steady rhythm. This one offers maximum control and visual appeal, especially if the penetrating partner reaches around for a little extra clitoral stimulation throughout thrusting.
This angle can get intense quickly, so bonus points if the receiving partner engages their pelvic floor muscles or shifts their weight to adjust how the pressure hits, especially if your goal is to hit that G-spot sweet spot.
5. Top Shelf
Men's Healthcalls this one "Yourself on the Shelf," but we like to call it "Top Shelf" because it's giving full view, full grip, and climax potential that's hard to top. The receiving partner sits on the edge of a sturdy table or counter while the penetrating partner stands in front of them and slowly slides in, thrusting while keeping them in position. From there, legs can wrap around their waist, arms can encircle their back, and the closeness at peak ecstasy? Chef's kiss.
If you have the core strength, add lifting to the menu for the final strokes leading to orgasm. Otherwise, allow the surface to the heavy lifting and enjoy the pleasure.
6. The Thumper
What better way to remind yourself that you're both the snack and the entrée than with a little tableside service courtesy of The Thumper? This position has the receiving partner kneeling on a sturdy table or counter (keyword: sturdy), hands gripping the edge or braced in front for support. The penetrating partner can then either kneel behind them (if there's room for two), or stay anchored on the ground with both feet planted on the floor (similar to the previously mentioned Standing Doggy). It all depends on the mood.
Kneeling on the table offers just the right amount of leverage for deep, steady strokes. The receiving partner can play with tightness by either keeping their knees closer together for a snug grip, or open their knees wider to invite more access, depth, and stretch. The Thumper is versatile that way, and the most important thing? The receiver gets to be the main course. Yum.
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