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.
RELATED
When they met, Jason had just moved to Atlanta for a new job opportunity, and Elise was living happily in her career and had put dating on the backburner. But luckily, a mutual connection saw something in both of them and thanks to a yoga-themed baby shower and a chance text message, they found their forever. Check out their beautiful How We Met story below.
I’ll start with the easiest question. Can you both tell me a little bit about yourself and your background?
Elise: Sure, my name is Elise. I’m actually from Atlanta, GA – not a transplant. I grew up here and left right after college to pursue my career. Now I’ve been back going on eight years, and I’m in my early 40s.
Jason: And I’m Jason. I’m originally from Racine, Wisconsin. I went to school at Florida A&M University, so I am a rattler. I went back to the Midwest for a period of time, in Indianapolis. Now, I’ve been in the Atlanta area for a little over two and a half years.
Jason and Elise Robinson
Photo by FotosbyFola
Wow, that’s nice because Atlanta gets a bad rap when it comes to relationships. So you have to give us the deets. How did you two find each other?
Elise: So I work in TV and I was on-air for a number of years and then transitioned into being a producer and then a manager. As a producer, I’d always have guests on. And there was a woman who came on frequently named Rosalynn (@Rosalynndaniels, often referred to as The Black Martha Stewart), and we connected instantly. Anyway, she got pregnant right before COVID and invited me to a “modern-day yoga baby shower.” I came to support, but was also just curious about that theme.
I had an amazing time. And when it was over a few of us stuck around and convos got personal. She ended up asking me the infamous ‘Are you dating’ question. When I told her no, she decided to set me up. So I should tell you, in both of my only two serious relationships, I was set up – so I was like no.
But she pointed at her husband, who was folding up chairs, and said that another friend set her up with him. Sometimes, it takes people outside of us to see what we need. A few months later, she reached out and said she had family relocating and thought I’d really like him. So she gave him my number, and I reached out with a text. He responded with a call, and that night, we talked for about 2-3 hours. So that’s how we met. I was a little nervous because me and Rosalynn were starting a friendship, and here I was, talking to her family!
Jason: It was new for me too. Remember, I was new to the area, and I had heard so many “stories” about how people have been done wrong in the dating world. Whether it’s by theft or scamming (laughs). Plus, I had just got a new job and wanted to focus on that. But I did want to be able to date someone in a more personal way and see where it led. I felt like who better than someone who I trust to connect me. Rosalynn knows I’m private, about business life, and my personal life is important to me.
So let’s get into your courtship. What was your first date like?
Elise: We had our first convo on a Monday, and he asked me out the next day. I didn’t have any plans, but I still said no. I was just playing hard to get (laughs). But we were talking every day, and he told me he wanted to take me somewhere I’ve never been. And I’m like, you’re in my city! But he sends me three options, and sure enough, two of the places I hadn’t gone to. So, our first date was October 1, 2021, and somebody was 45 minutes late.
Now Jason, why were you 45 minutes late?
Elise: It was me – in my own city. I just got turned around, and the traffic was horrible. I kept calling him and giving him permission to leave. Full transparency: I probably wouldn’t have waited if the shoe was on the other foot. But this was my first sign of what I now know and love the most about him. It’s his patience. When I got there, I was frazzled and everything, but he was just super calm. It ended up being a great first date.
Jason: I remember just waiting and being concerned for her well-being. Because I know how traffic can be, especially when someone is rushing. I was just scrolling through my phone and looking through the menu. It was cool.
Elise and Jason Robinson
Courtesy
That’s beautiful. Now let’s talk about the “what are we” convo? Did you have one of those and if so, who initiated it and how was it?
Elise: I initiated it. Jason was dating me – and still does. But by this time, we had been on a number of dates. We were on our way to a winery, and we had a bit of a drive. So I decided to state my intention. We were just a few weeks in, but we were spending a lot of time together and we are people of a particular age. So I told him, I know Atlanta can be a Black man’s playground. There’s so many beautiful professional women here. But I’m dating with intention. I don’t want to kick it or hang with a good guy even though he’s not my person. I was done with all of that. So I’m “laying down the law” in my eyes, and he didn’t flinch. He let me finish and basically let me know we were on the same page. He was not trying to sow his royal oats.
Jason: Yeah, I was not trying to be Prince Akeem. But also, it was more so about setting a tone and goal for myself. My mama always told me to set my goals. And having a family was always one of mine. I think the biggest thing of it all, was I felt blessed – in terms of moving for work and meeting Elise, now being married. There’s victories being placed in my life.
I love that you both shared that because sometimes I get feedback on these stories and it seems like sometimes we’re afraid to really voice what we desire, no matter what that looks like.
Elise: Yeah, I think sometimes women feel like they don’t want to put pressure on their partner. But it’s not pressure. Look, Jason and I are based in faith, and what is for us is for us. Being upfront and honest is best – and early makes sense. You don’t have to convince someone to be your person.
Jason: I think her sharing those values resonated with me, and hearing her “lay down the law” was fine because I was there, too. I would say to millennial women, don’t be afraid to tell a mate what you want. You never know what that would lead to. Time is a precious commodity. Elise saying that early on showed me that she values both of our time. It showed her heart, character, and integrity, and I was drawn to that and the mature conversation. In the social media world, we don’t have those pointed conversations face-to-face. I would challenge readers to have those conversations in person, and you would get more from that convo than any post or reel. Because you see body language reactions and have deeper communication.
Yeah, I think sometimes women feel like they don’t want to put pressure on their partner. But it’s not pressure. Look, Jason and I are based in faith, and what is for us is for us. Being upfront and honest is best – and early makes sense. You don’t have to convince someone to be your person.
You both have mentioned time, family, and integrity. I’m curious what other core values do you both share?
Elise: Early on, our faith. Not just do you believe in God. It had to be deeper in that. I needed someone who would lead me, our home, and our family. I didn’t want to be in a push-and-pull relationship about prayer, church, or have conversations about being better people. Also, we discussed finances. That doesn’t just mean going to work. We chatted about ownership and what it looks like for us. How do we support each other individually and together? I know I like having my hands in a few different pots, and I needed someone who was supportive of that and likewise.
Jason: My background is that I was raised in the church. My father is a deacon and my mom is a deaconess. They've been married for 55 years. Faith was very important to me and it was crucial that my wife have that relationship as well.
Elise and Jason Robinson
Photo by FotosbyFola
Can we talk about challenges? Big or small, what are some things you had to grow through together?
Elise: I have never lived with anyone – not a roommate, a sister, friend, boyfriend or anything. Now, I’m in my 40s and I'm living with someone. When you’ve been by yourself for so long that was a challenge for both of us. We weren’t pulling each other's hair out but I’m a bit extreme. Things are color-coded in my closet. For me, working in news is chaotic so I want my home to be peaceful and organized.
Jason: I’m a man, and she’s a woman. That dynamic alone adds a flair to it. She wants things a certain way. She’s a Capricorn. But just in terms of how she wants to keep a home was a big adjustment for me. It took time.
On a smaller level, what are some of the things you disagree about day-to-day?
Elise: Cleanliness and systems. Like, he recycles and I do not. But sometimes I just have to decide if it really needs to be a thing or if I can just take care of it.
Jason: This is where my organization takes over (laughs).
What are your love languages? Do you know?
Elise: Jason’s is an act of service which works because I love cooking for him. It doesn’t feel like a chore to me. I love when I’m out, picking up his favorite juice. The other day I saw he needed t-shirts while folding clothes. So I just like doing small things for him that he doesn’t expect. He’s very much that guy that will ask to help so it doesn’t bother me.
Jason: I’d say Elise is all of them, but physical touch would probably be the biggest one. I had to get used to that. She’s taught me it in a number of ways. I remember we actually talked about love languages, and I sent her this song called “More Than Words” by Extreme. That explained to her how I felt.
Finally, can we end with the proposal? Tell us everything!
Jason: It was at a restaurant. And again, I was trying to find somewhere she hadn’t been. Also, I didn’t want to do it on our anniversary because that would have been too obvious. I contacted one of the restaurant’s staff and decided to change up the dessert menu. Each item was something special to us.
Elise: We go on so many date nights, so I just thought it was a regular night. We had finished eating, and I had to go to the bathroom. They had a nice mirror, girl. So I’m in there taking videos and stuff.
Jason: While she’s in the restroom, I’m getting everything in place with the waitress.
Elise: So as I’m reading the menu, I realize it’s telling our story and he eventually proposed. It was so special; I actually had the menu framed! It was so beautiful and thoughtful.
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Feature image by FotosbyFola
