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.
That’s part of the reason why the term “casual sex” irks me to the billionth degree (check out “We Should Really Rethink The Term 'Casual Sex'”); it’s because, even if you think that sex with someone is next-to-nothing, there is so much going on within you (oxytocin highs, if you’re unprotected, fluid bonding, chemical reactions in your brain, etc.) that doesn’t know if someone is “the one” (in your mind) or not. So, in many ways, it acts like they are (check out this YouTube video from a Catholic woman who studies some unexpected ways that sex affects us physically here; sex goes deep, y’all!).
Yeah, sex is so much more than a notion, and that’s why I’m a firm believer that it is such a barometer for long-term relationships overall — because, as I’ve shared before, I once read that, “Good sex in a relationship is 10 percent of the relationship while bad sex in a relationship is 90 percent of the relationship because sex tends to set the tone for what’s happening in the rest of the house.”
And that’s why I think that there are certain sex-related issues that can not only damage your sex life with your partner but could also end up ruining your relationship if you’re not careful (very careful). Let’s get into seven of them now.
1. Being Unaware of Your “Body Clock”
GiphyI can’t tell you how many clients I’ve had who’ve come to me in some serious trouble, in part due to their flailing (or partly nonexistent) sex life. When I ask them if they went to premarital counseling (if you’re engaged, please do; you have a 33 percent greater chance of avoiding divorce when counseling transpires), many say “no” and the ones who say “yes” usually say that it was no more than 3-5 sessions and the topic of sex barely came up (le sigh). Meanwhile, with my premarital meetings, I try and stick with intimacy for three months if I can because there is a lot to unpack, from what you learned as a child, to your first time (or if you are a virgin), to your needs and fantasies, to how you see it from a spiritual perspective — like I said, there is a lot to unpack there.
Take the mere practicality of sex, for example — and more specifically, your body clock. Do you prefer to have sex at night or in the daytime? A lot of couples struggle with intimacy because one prefers the former while the other likes the latter. Do you keep track of when you’re ovulating? It’s pure science why you are probably hornier during that time of the month (because your body is signaling that it’s time to conceive) vs. the fact that you might not be the most interested in sex when you’re PMS’ing. Are you premenopausal? Hormones shift a lot during that time, and here’s the thing — while menopause only lasts a year, the premenopausal stage (which typically starts between 45-55) can last between 7-14 years. Even paying attention to when you have more energy (some do in the day…morning sex, anyone? While others do early in the evening) can play a role.
So yeah, getting to know your body clock (and discussing your partner’s clock with them) can play a role in how much — or how little — sex you have…and that can add life or drain it from the relationship overall.
2. Comparing Your Present with Your Past
GiphyThere is a wife of almost 20 years I know who, when I asked her if she thought that her husband was good in bed, she paused for a second, shrugged her shoulders, and simply said, “I was a virgin when I got married, so I have nothing to compare him to. I mean, he’s good to me.” On the flip side, there’s a now divorced couple who I also know (who almost made it to 20 years) who had multiple partners before each other while also having a deep interest in porn who once said to me, “Sometimes, there’s as much as 15 people in our bed because of all of the people from our past and the porn that we’ve seen that’s running through our heads.” Yeah, y’all can act like body counts don’t matter, but there is so much evidence out here that says otherwise — that couple just gave one that doesn’t get talked about as much as it should.
You know, one of my favorite throwback shows is King of Queens (Kevin James, Leah Remini). A few weeks ago, I watched a rerun where Doug and Carrie were talking about the images that come up in their minds, sometimes during sex. Neither was too happy about it, and I can totally see why. I mean, if sex was just about “getting off” (and it’s not), then whatever. However, AGAIN, it’s also about connecting with your partner on a mental and emotional level, and that’s hard to do if you’re there with them in the body while you’re fantasizing about a celebrity, a porn actor (porn is usually acting, don’t let it fool you) or an ex (check out “You Love Him. You Prefer Sex With Your Ex. What Should You Do?”).
And what if that is what’s going on? I once spoke with a sex therapist about this very thing. What she said is people should be less concerned about celebs (if it’s on occasion) and more concerned about that ex because rarely is sex with an ex…just about the sex.
And that’s why this point made the list. If you’re physically with your partner and mentally or emotionally with your ex at the same time, please don’t ignore that. There are definitely some unresolved issues there that you need to work through, whether it’s with a therapist, counselor, or coach, a trusted friend (who won’t add fuel to the literal fire), or even with your ex — although you might want to run that by your partner first because…I’m pretty sure you’d want him to do that with/for you. RIGHT?
3. Not Being Clear About Your Sexual Needs
GiphyQuestion — if someone were to walk up to you right now and ask you what your top seven sexual needs are, along with what your top five sexual dealbreakers are, would you be able to answer? It really is kind of wild how many people get upset with their partner for not being able to sexually satisfy them when even they can’t articulate what they need/require in order for that to happen. Yeah, it’s another article for another time about how many people UNREALISTICALLY (and yes, I am yelling it) think that someone loving them well means that they should be able to read their mind. Nope.
It truly can’t be said enough that sex — especially good sex — is about communication. Hmph. It makes me think about a clip that I saw from Tonight’s Conversation podcast (can’t find it at the moment; sorry) where a woman asked how she should tell her partner that he hasn’t been pleasing her, I believe she said for years. My first thought was if he doesn’t know that, she must be faking orgasms (more on that in a bit) which is not only lying — well, it is —, but it’s also pretty counterproductive because while he thinks that he’s “getting the job done,” she’s not fulfilled and resentment is setting in.
Please don’t let rom-coms (fiction) and social media (which is oftentimes fictitious) have you out here thinking that a good lover is someone you automatically gel with who knows exactly what to do; sometimes that is the case, and oftentimes it isn’t.
So, if the sex-related issue that you’re having in your relationship is that your sexual needs aren’t being met, first do you (and your partner) a favor by doing some sex journaling (check out “The Art Of Sex Journaling (And Why You Should Do It)”) so that you can tangibly see what those needs are and then plan time within the next week or so to pour a couple of glasses of wine, put on some 90s R&B and discuss with your partner what you need. Because actually, what a good lover is, is someone who listens and retains. This brings me to the next point.
4. Minimizing Your Partner’s Sexual Needs
GiphyA husband once told that when he and his wife were in premarital counseling, something that he mentioned was a bona fide need was fellatio. According to him, his wife told both him and their counselor that she loved giving head. Fast forward to eight years of being in their union, and guess how many times that act went down? A measly four. FOUR TIMES (check out “Sooo...What If You HATE Oral?”).
It’s another message for another time, the amount of people who will “false advertise” during the dating stage in order to get to their goal of marriage. It’s also another message for another time how much that is a form of manipulation that tends to backfire in ways that the manipulator is oftentimes not prepared for.
For now, what I will say, is never think that just because something may not be a need for you that it isn’t a legitimate one for someone else. I mean, how would you feel if that’s how someone treated you? Yeah…exactly.
Yet that is just what happens in a lot of relationships, including when it comes to their bedroom. They will think that their needs should be met, hands down, yet when their partner comes with what’s important to them, all of a sudden, there is dismissiveness, nonchalance, and/or excuses — and how could that not rear its ugly head on so many levels?
Your partner’s sexual needs are essential, even if they are not your own. Never assume that you automatically know everything about them. Also, never assume that what worked two years ago is what will “scratch the itch” now. Hmph. Come to think of it, while you’re sipping on that wine and clearly articulating to him what turns you on, use that as an opportunity to ask him to return the favor. Listen with humility, receptiveness, and intent — the best kind of relationships process their partner’s needs with this kind of vibe…across the board.
5. Taking the “If It Ain’t Broke, Don’t Fix It” Approach
GiphyLazy lovers. When you hear that phrase, what’s the first thing that comes to your mind? If it’s someone who is just lying there during sex, that would certainly qualify; however, I’m actually speaking of a different kind of laziness here. Believe it or not, some synonyms for lazy include words like apathetic, inattentive, tired, passive (cough, cough), procrastinating, neglectful, and slacking. So yeah, if you and/or your partner can use any of these words to define what sex is consistently like between the two of you — red flag, red flag…RED FREAKIN’ FLAG.
Speaking of being passive, another potentially serious sex-related problem is taking on the attitude that if something ain’t broke, you shouldn’t fix it. What I mean by that is, just because you know that getting on top and riding for exactly six-and-a-half minutes is what will get your partner off, that doesn’t mean that it should be your automatic go-to all of the damn time.
Why? Because. While a part of the fun of having sex is “reaching the peak,” another component that should never be underestimated is discovering new territory: trying new positions, creating a sex bucket list, taking (more) sexcations, playing sex-themed board games (put that phrase in Amazon or on Etsy’s site and go ham!)…you know, doing what will inspire creativity and deter either of you from becoming bored.
That said, a husband of 17 years once told me, “A man can be satisfied with the same woman. We just don’t want the same kind of sex with her.” Words to live by. Yes, indeed.
6. Using Sex as a Deflection or Coping Mechanism
GiphyA few years ago, I wrote an article for the platform entitled, “Make-Up Sex Might Be Doing Your Relationship More Harm Than Good” — and with good cause. Words cannot express how many divorced (or soon-to-be divorced) women have told me that a part of what kept them in their marriage, for as long as they stayed in it, was the fact that the sex with their husband was beyond amazing…even though so much other stuff completely and totally sucked. Hey, good sex isn’t a bad thing (c’mon now); however, if it’s the only real thing that’s keeping you with someone, it can turn out to be a toxic deflector.
The reason why I say that is the purpose of sex isn’t to make love; it’s to celebrate it. And if all you’re doing with your partner is f — king and fighting or avoiding issues by stripping down or thinking that sex will “make it all better,” all the while not really knowing what the problem/issue is or what needs to be done to get down to the root of it, that is using sex as a pacifier and again, that’s not what sex is designed to be. Sex doesn’t deserve the pressure of being the end-all to “fixing” ish.
So, if what’s transpiring in your relationship lately is very little talking and a whole lot of sexing, and then once the sex is over, something still feels “off,” that’s a good indication that you’re misusing sex on some level. Get out of the bed, put on a robe, and do some talking (preferably in a room other than the bedroom; leave that space for sex and sleep only as much as possible). Because remember — as much as the wives that I mentioned said that their husbands once had them climbing the walls, those men are still ex-husbands now. Bottom line, sex is good, yet when it comes to keeping a relationship together, it will never be enough. Again, it was never designed to be.
7. Faking It
GiphyI will never be a fan of faking orgasms. Maybe it’s because I’m a Gemini (we may be a lot of things, but “fake” isn’t really our style). Maybe it’s because I’m a very word-literal individual, and I know that fake means things like “prepare or make (something specious, deceptive, or fraudulent)” and “to conceal the defects of or make appear more attractive, interesting, valuable, etc., usually in order to deceive.” Or perhaps it’s because I don’t get how acting like you’re sexually fulfilled when you actually aren’t is doing anyone any good. Whatever it is, whenever a client (or someone in general because men fakealmost as much as women do) tells me that it’s something they do, I immediately find myself on a mission to shut that mess down (check out “Why You Should Stop Faking Orgasms ASAP”). ALL THE WAY DOWN.
The main reason is that, regardless of if the motive is to hurry things along, not hurt your partner’s feelings, or it’s something more cryptic than that (cough, cough, some form of manipulation tactic), there’s no way around the fact that fakeness is tied to deception and deception is a word that should never be connected to a healthy sexual dynamic.
Besides, one could argue that faking is a form of deflection as well because…wouldn’t it be better to just get it all out in the open WHY you are doing it than to keep pretending when life is too short and great sex is too good to not get the absolute most out of it, as much as possible?
Besides, again, chances are that if you’re faking that you’re sexually pleased, you’re probably faking something else in your relationship (or situation), and how could that possibly be good, right, or beneficial?
Yeah, when it comes to being satisfied across the board, please don’t fake it. State your case in the way that you’d like to hear something said to you, and let the chips fall where they may. If you’ve got a good man, he’s gonna — no pun — rise to the occasion. If his ego can’t handle it, well…that’s something that you should find out sooner than later — when it comes to the bedroom and outside of it? Right? #shoyouright
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Featured image by Giphy
