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.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
Let’s make things inbox official! Sign up for the xoNecole newsletter for daily love, wellness, career, and exclusive content delivered straight to your inbox.
Everything You Want In Life Is On The Other Side Of A Venusian Upgrade
If you're an Astro girly to even the slightest degree, you probably know that Venus is the planet of love. But that's not all it is! Venus is also the planet of beauty, pleasure, and harmony. Now, what if I told you there's a way to harness that energy to live your best life, level up, and then some? The process is referred to as a "Venusian upgrade," a term coined by celebrity Astrologer Jade last summer.
And, while it will lead to sugar, spice, and all things nice – the main ingredient in this "upgrade" cocktail is hurt, pain, and upset (whatever it is that you call it when you get burnt). It's the equivalent of when that old flame dogs you out, makes a fool out of you, and you turn your tears into a healthy gym habit to flex on them.
However, according to Jade, the difference lies in the motivation – though we all seek revenge, this outcome is not and won't be for the gaze of those who hurt you – instead of being motivated by revenge, you're essentially motivated by abundance.
What Is a Venusian Upgrade?
"When I created 'A Venusian Upgrade,' I had the intention that I would put all vengeful and negative feelings into a positive transformation for myself. I've seen so many people struggle with transmuting energy – people who don't know how precious their life force is. Giving negative energy to others is taking away potential positive energy from yourself, and nothing ever really comes from it," she explained.
And, when I think about my personal experience with getting a better body in the name of making an ex pay for hurting me, she's absolutely right in that nothing positive comes of it; the attention mostly always leads to a toxic reconnection, interactions that cheapen and devalue you and your time, such as ex-sex.
Alternatively, when you commit to upgrading your Venus, it can lead to upgrades regarding "all things Venus," including relationships (platonic and romantic), finances, and appearance. All things that notably shifted for Jade since beginning this journey.
"Whatever it is that's hurt you in the past, that's hurting you now, or may hurt you in the future — give it to Venus. Put all of your negative feelings into something positive for Venus. Let the ugliness of pain turn you into something even more beautiful. Venus is directly tied to the metamorphic process in Astrology. It is a very natural thing to upgrade via looks, money, and relationships after a Venusian Upgrade."
"Whatever it is that's hurt you in the past, that's hurting you now, or may hurt you in the future — give it to Venus."
Jade speaks about her personal experience with upgrading Venus. She speaks about not being stifled by fear, which is not the same as being unafraid. After all, fear and even doubt are healthy – indicators you have a little sense. But, that doesn't mean you bow out. Seeing it through despite the fear is the faith the universe is waiting to reward.
Since undergoing her Venusian upgrade, Jade says she's "seen 10 times a return on investment through the inspiration" she's gained and the people she's met – inspiration and connections that unlocked her new life.
Much like anything else, you will need to invest in yourself – and this doesn't always necessitate a financial investment so much as a time investment or knowledge (i.e., taking the time to read this article on upgrading your Venus). "The main thing is time. Nobody likes delayed gratification. But, according to Venus, this is the best form of [gratification]! Taurus, a Venus-ruled sign, is the sign of the slow and steady. It represents patience. The best parts of Venus come through a patient process."
Jade reminds us that in traditional Astrology, "Venus represents a woman and a wife. Your Venus is like that; she's like the wife who requires your dedication, and in return, she graces your life with ease and beauty."
In any case of the "happy wife, happy life" mantra, "the happy wife" requires consistency. When the husband or opposite partner throws money at them once every blue moon to compensate for their distance or lack of consistency, it rarely makes the wife happy. According to Jade, it's the same in this scenario.
"Venus is the planet of 1:1 commitments, including to one's self," she continues. "You have to commit to the upgrades you want your Venus to have. You want better romance and friendships? You have to commit to investing in and improving those things. You want your income to improve? You have to commit to a trial and error process that lets you find out what's gonna provide your Venus with the sweetest return. This process takes time and dedication."
According to Jade, upgrading your Venus can look like a combination of any of the following:
- Elevate your every day. Dress like you’ve got somewhere to be every day instead of saving clothes for “special.” occasions. Think, Carrie Bradshaw but less obnoxious. Or, any one of the ladies on Girlfriends. Ditch the sweatpants and athleisure wear.
- Stop spinning the block on your ex. Get comfortable with leaving stagnant energy behind. This is one form of clutter but Jade recommends removing all clutter.
- Figure out your aesthetic, and correct color palettes – invest in those things. Perfect them.
- Don’t skimp on your beauty investments!
Curiously, I wondered about the way our own Venus placement shows up when seeking out a Venusian upgrade. Because in the same way we have a sun sign and moon sign, we also have a sign that accounts for every other planet – including Venus. But, no need to worry or delay your work by getting bogged down. Ultimately, the process is the same as "Venus is naturally connected to the transformation process, so it will hold this ability to upgrade and transmute no matter what sign it's in."
However, I imagine that knowing what sign your Venus is in will tell you the way you enjoy Venusian qualities. For this knowledge, Jade recommends looking into Astrology further by "learning about the house, then the sign, and then Venus as a planet." She adds, "Once you're done, you put it all together and reflect on how these things have played out in [your] life."
lambada/Getty Images
Giving your life a Venusian upgrade is not a concept you hear of frequently; it's only been recently, through Jade's work, that I've heard of it. Since its inception, there have been a few people who have felt inspired to echo Jade's work. What's more, is that the timing of Jade's discovery seems to be perfectly aligned with the recent transit of Pluto moving into the sign of Aquarius – where it will stay for the next 20 years.
But, wait, what do Venus and Pluto have to do with one another? That's what I wondered, myself.
"In Astrology, we know that the 4th house is the anchor of the chart. It's the house (area of life) that holds everything together at the bottom. During Pluto in Aquarius, the sign of Taurus (ruled by Venus) will act as this anchor. We can see this through the lens of derivative Astrology, but that's a whole other convo. Taurus being the anchor means that all things related to Venus come into play."
In turn, the things that Venus stands for also become anchors – beauty, relationships, and harmony.
Etsy
"Money becomes an anchor more than ever. Beauty becomes a stronger anchor. One-on-one relationships, and how harmonious they are, become paramount. These are the things that will hold us down at the bottom of it all during Pluto in Aquarius."
She further explains that this transit will highlight the "haves and the have-nots" in ways that make upgrading our Venus essential to not only surviving but thriving through this transit. Holding no pouches, Jade points out that in the absence of an upgraded Venus during this time, "you'll experience the other side of what I mentioned. Broke, ugly, and lonely. We don't want that."
One thing I know is that being bombarded with this information can be a lot, but I implore everyone to take a deep dive into Jade's social handles. All of this information is readily available. By her own admission, she's provided a step-by-step guide on the Venusian upgrade process before you ever pay a penny for her e-course.
I don't know about you, but the concept of the Venusian upgrade really excites me because, unlike the broader approach of manifesting, this feels more familiar and attainable. From a young age, my mom always told me she was motivated by people telling her she wouldn't be successful, and I've always adopted that mindset. Thus, I've been motivated to create the life I want for myself by tapping into people's projections or fears.
I've always thought this way on some level. Breakup? Cool, watch me show you what you're missing. And I go hard until I forget the initial purpose and remember myself. So, when I say it feels more attainable, I'm aware that I haven't been doing it completely correctly. Still, it's rather simple to reframe the mindset from being motivated by vengeance to being motivated by self-actualization.
From where I’m sitting, the Venusian upgrade is the only love spell (not literally) you’ll ever need.
Let’s make things inbox official! Sign up for the xoNecole newsletter for daily love, wellness, career, and exclusive content delivered straight to your inbox.
Featured image by bashta/Getty Images