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.
Beyond Burnout: Nicole Walters' Blueprint For Achieving Career Success On Your Own Terms
Nicole Walters has always been known for two things: her ambition and her ability to recognize when life’s challenges can also double as an inspiring, lucrative brand.
This was first evident more than a decade ago when she quit her job as the corporate executive of a Fortune 500 company during a Periscope livestream. “I’m not sure if there’s an alignment of [our] future trajectory. I’m going to work for myself. I'm promoting myself to work for myself,” she said at the time before flashing a smile at the viewing audience. As she resigned on camera, a constant stream of encouraging messages floated upwards on the screen.
By 2021, she’d fashioned her work as a corporate consultant and her personal life with her husband and three adopted daughters into a reality show, She’s The Boss, for USA Network. This year, she released the New York Times bestselling memoir Nothing Is Missing, written as she was in the process of getting a divorce and dealing with her eldest daughter’s struggles with substance use.
Convinced that there’s no way the 39-year-old has achieved all of this without intentional strategic planning, I asked her about it when we spoke less than a week before Christmas. I’d seen videos on social media of her working on 2024 planning for other brands, and I wanted to know what that looked like following her own year of success.
She listed a number of goals, including ensuring that the projects she takes on in the new year align with her identity “as a Black woman, as an African woman, as a mother, as someone who has lived a [rebuilding] season and is now trying to live boldly and entirely as themselves.” But, I was shocked by how much of her business planning also prioritized rest.
Despite the bestselling book, a self-titled podcast, and working with numerous corporations, Walters said she’s been taking Fridays off. This year, she doesn’t want to work on Mondays, either.
“A lot of us think we work hard until retirement hits. I want to progress towards retirement,” she said, noting that she’ll check in with herself around March to see how successful this plan has been. The goal, Walters said, is to only be working on Tuesdays and Thursdays by sometime in 2025. “It is intentionally building out what I know I would like to have happen and not waiting for exhaustion to be the trigger of change.”
"A lot of us think we work hard until retirement hits. I want to progress towards retirement... It is intentionally building out what I know I would like to happen and not waiting for exhaustion to be the trigger of change."
Walters said the decision to progressively work less was partially in response to her previously held notions about her career, especially as an entrepreneur. “When I first started, I thought burnout was a part of it,” she said. “What I didn’t realize is that even if you’re able to bounce out of burnout or get back to it, there’s a cumulative impact on your body. If you think of your body as a tree and every time you go through burnout, you are taking a hack out of your trunk, yes, that trunk will heal over, and the tree will continue to grow, but it doesn't mean that you don’t have a weakened stem.”
But, the desire for increased rest was also in response to the major shifts that occurred three years ago when she was experiencing major changes in her family and realized her metaphorical tree was “bending all the way over.”
Courtesy
“One of the things we have to recognize, especially as Black women, is that there is this engrained, societal, systemic notion that our worth is built around our productivity,” she added. “That is some language that I think is just now starting to really get unpacked.” In recent years, there’s been an increased awareness of achieving balance in life, with Tricia Hersey’s “The Nap Ministry” gaining attention based on the idea that rest, especially for Black women, is a form of resistance. Even online phrases such as “soft life” and “quiet quitting” have hinted at a cultural shift in prioritizing leisure over professional ambition.
"One of the things we have to recognize, especially as Black women, is that there is this engrained, societal, systemic notion that our worth is built around our productivity."
If companies are lining up to consult with Walters about their brands and products, then women have been looking to her for guidance on starting over since she invited them to livestream her resignation 12 years ago. As viewers continue to demand more from content creators in the form of intimate, personal details, Walters has navigated her personal brand with a sense of transparency without oversharing the vulnerable details about her life, especially when it comes to her family.
The entrepreneur said she’d been approached to write a book for several years and was initially convinced she was finally ready to write one about business. “I started to do that, and then I went through my divorce. When that happened, I said, why would I write a book telling people to get the life that I have when I’m not sure about the life that I have,” she said.
Instead, she decided to write Nothing Is Missing and provide a closer look at her life, starting with being born to immigrant Ghanaian parents (“You need to know my childhood to know why I’m passionate about entrepreneurship.”) through the adoption of her three daughters and eventual divorce. Despite her desire to share, however, she said she felt protective of the privacy of her family, including her ex-husband.
When discussing this with me, Walters said she was reminded of a lesson she learned from actress Kerry Washington, who released her own memoir, Thicker Than Water, just a week before Walters’ book release. Washington’s memoir grapples with family secrets, too, specifically the fact that she was conceived using a sperm donor and didn’t learn about it until she was already a successful TV star. While Washington reflects on how the decision and subsequent deception impacted her, she’s also careful to hold space for her parents’ experiences, too. “A lot of things she said was that she had to recognize where she was the supporting character and where she was the main character,” Walter said.
This is something Walter worked to do in Nothing Is Missing when discussing her daughter’s struggles with addiction. “I was very intentional about making sure that I did not reveal more than what was required,” she said. “If I say something about someone’s addiction, I don’t need to go into the list of the substances they used, how they used them, what I found. [I don’t need to] walk into a room and paint a picture of what it looked like for people to understand.”
Walters said some of the most vulnerable moments in the book barely made a ripple once it was released. She was extremely nervous to write about getting an abortion, she said. But no one has asked her about this in the months since the book was released. Instead, people have been more interested in quirkier revelations, such as the fact that she once appeared on Wheel of Fortune.
“I have bared my soul about this thing I went through in my youth that has changed me for people, and people are like, ‘So how heavy was the wheel when you spun it?’” she said, chuckling. “It just goes to show that people never worry about the thing that you worry about.”
With the success of Nothing Is Missing, Walters said she still isn’t planning to release a business book at the moment. But, as she navigates parenting a teenager and two adult children while also navigating a relationship with her new fiancé, Walters said she believes she has at least one or two more books to write about her personal journey. “There is sort of an arc of where my life has gone that I know I’ve got something more to say about this that I think is important, relevant and necessary,” she said.
In just three years, Walters’ life has undergone a major transformation. There’s no telling what the next three years will have in store for her, but it seems likely she’ll retain an inspired audience wherever life takes her.
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Featured image courtesy
Author Stephen Covey once said something that I think is especially relevant to today’s topic: “Most of us spend too much time on what is urgent and not enough time on what is important.” Because if there is one thing that I hear far too many married couples (and if I’m gonna be real, it’s mostly the wives) say is their reason for not making intimacy a priority, it’s that they don’t have enough time.
I think we all can attest to the fact that a part of what comes with adulting is time management — and that includes prioritizing our time wisely. And that’s what brings the quote full circle because, although life does indeed have a way of life-ing, it’s essential — crucial even — to remember that, no matter what may come up that may seem “urgent,” intimacy with your spouse is always going to be important.
And that’s why I (catch the pun) made the time to come up with 10 ways to give you more time to have sex with your man, even if it seems like you don’t exactly have it.
1. Scale Down Your Social Media
GiphyWhenever one of my clients tells me that the reason her sex life with her husband is suffering is because she doesn’t have the time for it, one of the first three questions that I ask her is how much time she spends on social media. If I get “crickets,” I’m automatically rolling my eyes to where she can see it.
Why? Because I am well aware of the fact that most people, on average, spend 2.5 hours A DAY scrolling on social media platforms. And since most people are fine with intercourse lasting anywhere between 7-13 minutes (Google it) — let’s just be real: when it comes to the sex lives that are on life support, it’s not that most of those folks don’t have time, it’s that they don’t make it….and that means they don’t prioritize sex in their relationship. And that is a problem that will only get bigger over time if it’s not addressed — quick, fast, and in a hurry.
If you feel seen, it’s time to power that phone down and ramp up your sex life. Social media will always be there; it’s important that you be proactive about making sure your marriage remains healthy and intact.
2. Shower Together
GiphyI think we all know that if your objective is to get clean(er), you need to take a shower instead of hopping into the bath (because clean water coming out of a showerhead is better than floating dirt in bathwater). So, what’s the plus of bathing? If you want to soothe achy muscles, reduce stress levels, and/or exfoliate your skin, having a bath soak can be a good look. However, since the chance of that being your focus first thing in the morning is slim, why not get “dirty” and clean with your partner in the morning before heading off to work?
Since, reportedly, the average shower lasts eight minutes, and we just discussed that sex tends to be between 7-13 minutes, you could be in there with your man for around 15 minutes and come out with an orgasmand being squeaky clean. Now, what could be better than that, sis?
3. Stop Underestimating Quickies
GiphyI was recently talking to a male friend of mine about how his fiancée would rather have no sex at all instead of a quickie: “That s-it makes absolutely no sense to me because we both are able to get ours whether it’s an hour or 15 minutes.”
Listen, it’s not like I don’t see both sides of the coin on this. As far as she goes, sometimes long foreplay, a ton of romance (check out “Tonight's The Night For A More Romantic Sexual Experience With Your Partner”), and going multiple rounds are very much needed. At the same time, though, a quickie can give you all of the health benefits that longer sessions do, plus the climax.
Ever heard of the saying, “You’re cutting off your nose, just to spite your face?” If you’re turning down quickies just because the sex sessions aren’t as long as what you’re used to (or would prefer), you are a walking definition of the saying. Just because quickies are a compromise, that doesn’t mean that you’re settling (check out “12 Super Solid Reasons To Have A Quickie Every Single Day”). Not. At. All.
4. Eat Other Things than Lunch (Metaphorically Speaking)
GiphyI recently read that close to 50 percent of people skip lunch at least once a week. Chile, why? You’ve earned it, and so you should have it. And if you need more motivation to take what I just said seriously, even if you’re not hungry during lunchtime, use that as an opportunity to enjoy your partner. By law, most lunch breaks are either 30 minutes or an hour, and that’s certainly enough minutes to “get the job done” — even if that means having a standing appointment at a hotel that isn’t too far from where the two of you work. Middle-of-the-day sex is top-tier. If you don’t know, ask some of your girlfriends who probably do.
5. Remember: Oral Sex Counts
GiphyBack when I used to be a teen mom mentor for the local chapter of a national organization, it used to trip me out how much some of the students would try and trick themselves into thinking that oral sex isn’t “real sex.” Nevermind the fact that sex is literally in the term — genitalia is penetrating a body part, you can get STIs/STDs from the act, and, let me tell it, it’s even more intimate.
Anyway, my point here is, even if there doesn’t seem to be enough time for total disrobing (for whatever reason), a satisfying workaround is some cunnilingus and fellatio — believe that. You’ll still get an orgasm. You’ll still feel connected to your partner. And you’ll still get a helluva stress release. Yes, oral sex IS sex — and that needs to be said far more often than it tends to be.
6. Turn Date Night into Sex Dates
GiphyDid you know that 52 percent of couples rarely, if ever, have a date night? That’s super unfortunate, considering date nights are all about being intentional about spending quality time with your partner. That said, if you happen to fall into that percentile, take this as a super loud PSA to start prioritizing dates with your bae. By the way, if you are someone who is pretty good about getting out with your man, at least once a month, try and shoot for twice a month and turn one of those into a sex date — time that is set aside to do nothing more than copulate with your partner (check out “When's The Last Time You And Your Man Had A 'Sex Date'?”). It increases anticipation, and that can intensify the sexual experience on a whole ‘nother level.
7. Get Up Earlier and/or Go to Bed Later
GiphyAgain, we’ve already discussed that you can get what you need (you know, for the most part) in about 13 minutes (give or take 15 minutes of foreplay first) so, at least once a week, why not set your alarm clock to wake up earlier for some morning sex or commit to staying up a bit later for some late-night coitus? Since only 60 percent of couples currently go to bed together at night, this tip could inspire you both to get more pillow talk and cuddling in, too, which are all forms of quality time that pretty much every husband and wife need on some level.
8. Stop Running (So Many) Errands When the Kids Aren’t at Home
GiphyMy goddaughters are 12 and 4, and they’ve got just as much, if not more, of a busy schedule than their parents do. Something that I tend to notice, though, is when they are in their dance, volleyball, acting, or whatever other class they’ve got going on, their parents automatically use that as an opportunity to run all kinds of errands. And while that might be a practical use of time — how smart is it if intimacy with your partner is far and few between?
My two cents? If your kids have activities after school 2-3 times a week, make sure that one of those days is set aside for nothing else but sex. I promise you that no matter how important grocery shopping or eyebrow waxing is, if you’re not making time for your spouse, whether immediately or eventually, that will start to create an avalanche of issues that will make anything else pale in comparison. I see it happen on an almost daily basis.
9. Make the Kids’ “Fun Time” Your Fun Time Too
Sexy Jessica Alba GIFGiphyWhen your kids are watching a movie, you could be having sex. When your kids are playing a video game, you could be having sex. When your kids are entertaining themselves in their room, you could be having sex. When your kids are outside with some friends (kids still do that, right?), you could be having sex. When your kids (who are old enough) are making a snack, you could be having sex.
Once children hit a certain age, it’s important to not “helicopter parent” them by feeling that you need to hover over them 24 hours a day. Once they have become self-sufficient enough to do certain things on their own, announce that mommy and daddy will be in the bedroom if they need anything and take advantage of that half-hour or two hours that you’ve got. You’d be amazed how much they’d appreciate you not being on top of them all of the time anyway. #justsayin’
10. Schedule Sex
GiphyAny time someone tells me that they don’t want to schedule sex because it won’t be as good that way, I’m always on some — does scheduling dinner at your favorite restaurant make the meal less appetizing? Does scheduling time with your friends make it less fun? Does scheduling a mani/pedi make it less pampering? Please, let’s just stop. When you schedule something, that means that you’re prioritizing it, and sending a message to your partner that you want nothing more than to spend time with him, intimately, is sexy — plain and simple.
Listen, even though we all get 24 hours in a day, sometimes our to-do lists are so jam-packed that it’s both responsible to get your sex life “on the books.”
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You know, when it comes to “having time” quotes, someone once said, “People make time for who they want to make time for. They text, call, and reply to people they want to talk to. Never believe someone who says they’re too busy; If they wanted to be around you, they would.” Do I think this resolve is black and white? No. Sometimes, folks have to wait before you can get back to them.
What I will say, however, is when you signed up to be married, you signed up to have your spouse take precedence over just about everyone and everything else. I will also say that a part of what comes with the marital agreement is sexual activity. Put those two things together, and yes — it’s important to never be too busy to find time, sexually, for your spouse. Besides, if the sex is good, how can it ever not be time well spent, chile? C’mon now.
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Featured image by Giphy