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.
Those rumors were more than laid to rest when Jodie and Joshua went to the 2023 Oscars together earlier this year, and even more recently, when they celebrated her birthday together last month during the September unveiling of the Lotus Emeya.
Jodie Turner-Smith celebrates her birthday with husband Joshua Jackson at the unveiling of the new fully-electric Lotus Emeya on September 07, 2023 in New York City.
Brian Ach/Getty Images for Lotus
Despite seeming particularly happy and in love, perhaps the writing was already written on the wall even then. In the past, Jodie has been very celebratory publicly about her love for her estranged husband, even boldly recounting their love story for the books in a 2021 interview with Seth Meyers.
When Jodie and Joshua met, it was while at his birthday party in 2018. Their relationship was hot and heavy from the start, with Jodie openly noting that they began as a "one-night stand." During her 2021 interview with Seth Meyers, she jokingly referred to their love story as a "three-year one-night stand." She shared:
"First of all, I saw him before he saw me and when I saw him, I was like, 'I want that.' And then when he saw me, I just pretended like I didn't see him. He had to yell across the room to me, and I was wearing this T-shirt from a movie called Sorry to Bother You and [actress] Tessa Thompson plays a character called Detroit, and she has this T-shirt that says, 'The Future Is Female Ejaculation.'
"And so, he shouts across the room, 'Detroit!' He comes over and… does this really cute, charming thing that he does and just all night -- he just basically followed me around the party."
The couple were together from that moment forth, and even made things "Instagram official" less than two weeks later while on a dinner date. Joshua would later clarify to Insider that the night they met in 2018 was not a 'one-night stand' or a 'three-year one-night stand' like his then-wife joked but instead, it was "technically a three-night stand."
"It was sealed with a kiss that night and then we didn't leave each other's sides for, well, three years now," Joshua continued at the time.
In a July 2021 interview with Jimmy Fallon, Joshua dropped more details about the why behind getting married. He revealed that he didn't know he wanted to get married to Jodie until "the moment she asked me."
"She asked me on New Year's Eve. We were in Nicaragua. It was very beautiful, incredibly romantic, we were walking down the beach and she asked me to marry her."
He added, "I did not know [she would propose], but she was quite adamant and she was right. This is the best choice I ever made."
Joshua Jackson Reveals Jodie Turner-Smith Proposed To Him
Jodie received quite a bit of flack for proposing to Joshua because it goes against tradition and what society sees as acceptable for a woman to do to a man, and proposing isn't one of them. No matter how much time has passed, the viewpoints around who should do the proposing and who should be proposed to are still very traditional.
After being on the receiving end of such backlash, Joshua would later clarify to the media in a separate interview that it wasn't just Jodie's proposal to him that sealed the deal of them getting married, he proposed to her too. She might have initiated it, but Joshua followed through.
"I accidentally threw my wife under the bus because that story was told quickly and it didn't give the full context and holy Jesus, the internet is racist and misogynist," he explained to Refinery29 that same year. "We were in Nicaragua on a beautiful moonlit night, it could not possibly have been more romantic."
David M. Benett/Dave Benett/Getty Images
He continued, "And yes, my wife did propose to me and yes, I did say yes, but what I didn't say in that interview was there was a caveat, which is that I'm still old school enough that I said, 'This is a yes, but you have to give me the opportunity [to do it too].'"
"She has a biological father and a stepdad, who's the man who raised her. [I said], 'You have to give me the opportunity to ask both of those men for your hand in marriage.' And then, 'I would like the opportunity to re-propose to you and do it the old-fashioned way down on bended knee.' So, that's actually how the story ended up."
Joshua and Jodie would eventually marry in December 2019. Shortly thereafter, Jodie gave birth to the couple's first child, Janie, in 2020.
In a recent interview with Elle UK, Jodie shared the ways becoming a mother to Juno helped to heal her of her wounds from colorism she experienced in the past. "It's interesting because I had a lot of resistance to becoming a mother and, throughout my life, I always said if I were to have children, I wanted to have Black, Black babies so that I could affirm them as children with the love that I felt I needed to have been affirmed with by the outside world," Jodie shared with the outlet.
She continued, "Then I fell in love with my husband and we talked about having kids. I did have this mini pause, where I was like, 'She's going to be walking through the world not only having an experience that I did not have, but looking like people that, in a way, I'd always felt a little bit tormented by.' Now that I've got this little, tiny, light-skinned boss, I feel like it’s the universe teaching me lessons. I've been given a daughter who looks this way to heal my own conversations around colorism."
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Featured image by Amy Sussman/Getty Images
