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.
How Content Creators Hey Fran Hey And Shameless Maya Embraced The Pivot
This article is in partnership with Meta Elevate.
If you’ve been on the internet at all within the past decade, chances are the names Hey Fran Hey and Shameless Maya (aka Maya Washington) have come across your screen. These content creators have touched every platform on the web, spreading joy to help women everywhere live their best lives. From Fran’s healing natural remedies to Maya’s words of wisdom, both of these content creators have built a loyal following by sharing honest, useful, and vulnerable content. But in search of a life that lends to more creativity, freedom, and space, these digital mavens have moved from their bustling big cities (New York City and Los Angeles respectively) to more remote locations, taking their popular digital brands with them.
Content Creators Hey Fran Hey and Maya Washington Talk "Embracing The Pivot"www.youtube.com
In partnership with Meta Elevate — an online learning platform that provides Black, Hispanic, and Latinx-owned businesses access to 1:1 mentoring, digital skills training, and community — xoNecole teamed up with Franscheska Medina and Maya Washington on IG live recently for a candid conversation about how they’ve embraced the pivot by changing their surroundings to ultimately bring out the best in themselves and their work. Fran, a New York City native, moved from the Big Apple to Portland, Oregon a year ago. Feeling overstimulated by the hustle and bustle of city life, Fran headed to the Pacific Northwest in search of a more easeful life.
Her cross-country move is the backdrop for her new campaign with Meta Elevate— a perfectly-timed commercial that shows how you can level up from wherever you land with the support of free resources like Meta Elevate. Similarly, Maya packed up her life in Los Angeles and moved to Sweden, where she now resides with her husband and adorable daughter. Maya’s life is much more rural and farm-like than it had been in California, but she is thriving in this peaceful new setting while finding her groove as a new mom.
While Maya is steadily building and growing her digital brand as a self-proclaimed “mom coming out of early retirement,” Fran is redefining her own professional grind. “It’s been a year since I moved from New York City to Portland, Oregon,” says Fran. “I think the season I’m in is figuring out how to stay successful while also slowing down.” A slower-paced life has unlocked so many creative possibilities and opportunities for these ladies, and our conversation with them is a well-needed reminder that your success is not tied to your location…especially with the internet at your fingertips. Tapping into a community like Meta Elevate can help Black, Hispanic, and Latinx entrepreneurs and content creators stay connected to like minds and educated on new digital skills and tools that can help scale their businesses.
During a beautiful moment in the conversation, Fran gives Maya her flowers for being an innovator in the digital space. Back when “influencing” was in its infancy and creators were just trying to find their way, Fran says Maya was way ahead of her time. “I give Maya credit for being one of the pioneers in the digital space,” Fran said. “Maya is a one-person machine, and I always tell her she really changed the game on what ads, campaigns, and videos, in general, should look like.”
When asked what advice she’d give content creators, Maya says the key is having faith even when you don’t see the results just yet. “It’s so easy to look at what is, despite you pouring your heart into this thing that may not be giving you the returns that you thought,” she says. “Still operate from a place of love and authenticity. Have faith and do the work. A lot of people are positive thinkers, but that’s the thinking part. You also have to put your faith into work and do the work.”
Fran ultimately encourages content creators and budding entrepreneurs to take full advantage of Meta Elevate’s vast offerings to educate themselves on how to build and grow their businesses online. “It took me ten years to get to the point where I’m making ads at this level,” she says. “I didn’t have those resources in 2010. I love the partnership with Meta Elevate because they’re providing these resources for free. I just think of the people that wouldn’t be able to afford that education and information otherwise. So to amplify a company like this just feels right.”
Watch the full conversation with the link above, and join the Meta Elevate community to connect with fellow businesses and creatives that are #OnTheRiseTogether.
Featured image courtesy of Shameless Maya and Hey Fran Hey
Slow Mornings Are More Than A Trend, Here’s Why You Should Add Them To Your Routine
Living in a world where we’re over-consuming and over-producing information and content, it can feel like some trending topics are complete fads. While that may be true, some of these ideas are helpful and can greatly impact our lives, one being slow mornings. Slow mornings can look different to everyone, but the general idea is to counter the fast-paced lifestyle and create more time for ourselves, lessen anxiety, and prioritize self-care.
I’m a huge advocate for adopting this type of wellness practice into your morning routine. It has completely changed the game for me. Prior to adopting this routine, I’d wake up with just enough time to get ready and go. I never prioritized time to sit and eat, dance a little as I get ready, or any type of wiggle room for the unexpected (I’m sure you can imagine the anxiety that builds when something out of the norm happens). Most times I felt flustered and disorganized, which started to affect my mood, productivity, and my mindset. I knew I needed to make some changes.
I started to incorporate more mood-boosting activities and became realistic about how much time I actually needed to get my day started. If I’m being honest, my slow mornings rely heavily on time management. I try my best to at least get seven hours of sleep and set my alarm early enough to get ready for work at a smooth and intentional pace without interrupting my rest. My work days typically start with music, my favorite podcast or meditation as I get ready, a cup of decaffeinated tea instead of coffee, setting intentions and affirmations, then prayer before my drive to work.
I always get to work early with enough time to sit and eat, review work materials, prep, and brief my colleagues. Slow mornings allow me to gain more without losing anything.
If this hasn’t already inspired you to switch things up, here are six more reasons you should incorporate a slow morning routine.
Slow Mornings Can Work for Everyone
Slow mornings rely mostly on being intentional with what you choose to prioritize and moving at a pace that doesn’t feel rushed. It’s less about the strict routine of waking up at 5 a.m. every day, as that is not realistic for everyone. I have a very flexible schedule so every day looks different and no day starts at the same time. Typically, I think about how much time I have in the morning and prioritize my mornings around that. One thing I do regardless of the time is play something motivational, express gratitude, pray, and say my affirmations. It’s small acts that make a big difference. However, if I start my day a little later, I can do more with my morning like journaling and working out.
Slow mornings allow you flexibility and take the pressure of feeling like you have to do so much with the time you have, to me that defeats the purpose. It’s more about making sure you pour time into yourself without pressure or feeling rushed.
Slow Mornings Reduce Stress and Anxiety
As I mentioned, slow mornings take the chaos, anxiousness, and stress out of planning and getting ready for your day. Slow mornings cause you to start your day in a relaxed and calm way by prioritizing the thing that makes you feel good. Taking the time to physically, mentally, and/or emotionally prepare yourself leaves you better equipped to take on the day.
Slow Mornings Create Time to Pour Into You
I’ve stopped putting myself last. I’ve given up the notion that everything and everyone has to be catered to before I’m able to do that for myself. I remind myself that I can’t give what I don’t have and if I‘m not at my best, I can’t give my best. While I know this, I also needed my actions to reflect it.
Implementing slow morning routines creates the space for you to pour into yourself, fuel yourself, and be more intentional. It makes you examine what your needs are and what focusing on your well-being can do.
Slow Mornings Reduce the Risk of Burnout
Slowing your mornings down will also inspire you to slow down in general. The notion of being busy and glorifying a never-ending workday will seem less appealing. Once you realize the power of being intentional, you’ll adopt this routine in all aspects of your life. This will help reduce your chances of burning out because you have better workload management, a clear mental space, and awareness of when you’re doing too much.
In general, I think we are all overstimulated by our influences and technology, but eventually, the feeling of constant rush and over-exertion will start to fade.
Slow Mornings Increase Productivity
If you take your time to wake up and implement healthy habits, you’ll feel more energized and creative. As I mentioned before, slow mornings allow us to get better at managing time. It helps us focus on what’s in front of us which increases productivity. I used to measure my productivity by how much I can get done, which is a race in itself. Instead, I focus on the quality and intention behind it.
Slow mornings allow you to spend time giving things the time and effort it needs, without falling behind.
It Boosts Your Confidence
If you take the time to affirm yourself in the mornings and do activities that make you feel good, then you’ll do good.
Creating a morning routine that prioritizes time management, peace, and intentional living will make you feel a greater sense of accomplishment and success. It increases our faith and belief in ourselves to do things and do them well.
Slow mornings won’t look the same for everyone, but creating time to prioritize yourself and live more intentionally may be the subtle change you need to improve your well-being. It’s okay to slow things down and get off autopilot. Do what’s best for you and know that you can’t pour from an empty cup.
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