

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.
Exclusive: Gabrielle Union On Radical Transparency, Being Diagnosed With Perimenopause And Embracing What’s Next
Whenever Gabrielle Union graces the movie screen, she immediately commands attention. From her unforgettable scenes in films like Bring It On and Two Can Play That Game to her most recent film, in which she stars and produces Netflix’s The Perfect Find, there’s no denying that she is that girl.
Off-screen, she uses that power for good by sharing her trials and tribulations with other women in hopes of helping those who may be going through the same things or preventing them from experiencing them altogether. Recently, the Flawless by Gabrielle Union founder partnered with Clearblue to speak at the launch of their Menopause Stage Indicator, where she also shared her experience with being perimenopausal.
In a xoNecoleexclusive, the iconic actress opens up about embracing this season of her life, new projects, and overall being a “bad motherfucker.” Gabrielle reveals that she was 37 years old when she was diagnosed with perimenopause and is still going through it at 51 years old. Mayo Clinic says perimenopause “refers to the time during which your body makes the natural transition to menopause, marking the end of the reproductive years.”
“I haven't crossed over the next phase just yet, but I think part of it is when you hear any form of menopause, you automatically think of your mother or grandmother. It feels like an old-person thing, but for me, I was 37 and like not understanding what that really meant for me. And I don't think we focus so much on the word menopause without understanding that perimenopause is just the time before menopause,” she tells us.
Gabrielle Union
Photo by Brian Thomas
"But you can experience a lot of the same things during that period that people talk about, that they experienced during menopause. So you could get a hot flash, you could get the weight gain, the hair loss, depression, anxiety, like all of it, mental health challenges, all of that can come, you know, at any stage of the menopausal journey and like for me, I've been in perimenopause like 13, 14 years. When you know, most doctors are like, ‘Oh, but it's usually about ten years, and I'm like, ‘Uhh, I’m still going (laughs).’”
Conversations about perimenopause, fibroids, and all the things that are associated with women’s bodies have often been considered taboo and thus not discussed publicly. However, times are changing, and thanks to the Gabrielle’s and the Tia Mowry’s, more women are having an authentic discourse about women’s health. These open discussions lead to the creation of more safe spaces and support for one another.
“I want to be in community with folks. I don't ever want to feel like I'm on an island about anything. So, if I can help create community where we are lacking, I want to be a part of that,” she says. “So, it's like there's no harm in talking about it. You know what I mean? Like, I was a bad motherfucker before perimenopause. I’m a bad motherfucker now, and I'll be a bad motherfucker after menopause. Know what I’m saying? None of that has to change. How I’m a bad motherfucker, I welcome that part of the change. I'm just getting better and stronger and more intelligent, more wise, more patient, more compassionate, more empathetic. All of that is very, very welcomed, and none of it should be scary.”
The Being Mary Jane star hasn’t been shy about her stance on therapy. If you don’t know, here’s a hint: she’s all for it, and she encourages others to try it as well. She likens therapy to dating by suggesting that you keep looking for the right therapist to match your needs. Two other essential keys to her growth are radical transparency and radical acceptance (though she admits she is still working on the latter).
"I was a bad motherfucker before perimenopause. I’m a bad motherfucker now, and I'll be a bad motherfucker after menopause. Know what I’m saying? None of that has to change. How I’m a bad motherfucker, I welcome that part of the change."
Gabrielle Union and Kaavia Union-Wade
Photo by Monica Schipper/Getty Images
“I hope that a.) you recognize that you're not alone. Seek out help and know that it's okay to be honest about what the hell is happening in your life. That's the only way that you know you can get help, and that's also the only other way that people know that you are in need if there's something going on,” she says, “because we have all these big, very wild, high expectations of people, but if they don't know what they're actually dealing with, they're always going to be failing, and you will always be disappointed. So how about just tell the truth, be transparent, and let people know where you are. So they can be of service, they can be compassionate.”
Gabrielle’s transparency is what makes her so relatable, and has so many people root for her. Whether through her TV and film projects, her memoirs, or her social media, the actress has a knack for making you feel like she’s your homegirl. Scrolling through her Instagram, you see the special moments with her family, exciting new business ventures, and jaw-dropping fashion moments. Throughout her life and career, we’ve seen her evolve in a multitude of ways. From producing films to starting a haircare line to marriage and motherhood, her journey is a story of courage and triumph. And right now, in this season, she’s asking, “What’s next?”
“This is a season of discovery and change. In a billion ways,” says the NAACP Image Award winner. “The notion of like, ‘Oh, so and so changed. They got brand new.’ I want you to be brand new. I want me to be brand new. I want us to be always constantly growing, evolving. Having more clarity, moving with different purpose, like, and all of that is for me very, very welcomed."
"I want you to be brand new. I want me to be brand new. I want us to be always constantly growing, evolving. Having more clarity, moving with different purpose, like, and all of that is for me very, very welcomed."
She continues, “So I'm just trying to figure out what's next. You know what I mean? I'm jumping into what's next. I'm excited going into what's next and new. I'm just sort of embracing all of what life has to offer.”
Look out for Gabrielle in the upcoming indie film Riff Raff, which is a crime comedy starring her and Jennifer Coolidge, and she will also produce The Idea of You, which stars Anne Hathaway.
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Feature image by Mike Lawrie/Getty Images
I Tried Sliding In My Crush’s DMs. And I’ll Never Initiate A Romantic Connection Again.
I tried sliding into my crush’s DMs like Vanessa Hudgens successfully did to her soon-to-be husband, Cole Tucker, after she met him during a Zoom meditation group call. For me, it was akin to a backfired romance in a Mara Brock Akil comedy series.
At the wiser age of 30, I stopped side-eyeing online dating and acquiesced to the possibility of finding love in the digital realm. My one rule: He has to take the lead. I wouldn’t strike up a single conversation once the confetti cues burst that we’re a match. That rule trotted out the door once I swiped on a presumably tall, brawn, and accomplished venture capitalist sporting a million-dollar smile.
The clock was ticking; our match would expire in mere hours if one of us didn’t take the gambit. Screw it. I made the first intro, and the suave VC responded. Turned out we had a close mutual friend, too.
He had an upcoming business trip but said he’d reach out once he returned. I never heard from the VC guy until one year later when I mistakenly ambled into what felt like a zombie ambush at an intimate Thanksgiving gathering our mutual friend held. Then and there, I vowed never again to take the lead at the precipice of dating!
At 36, however, I surreptitiously stumbled across a mutual acquaintance who left me breathless at one of my girlfriend’s husband’s 40th surprise birthday celebration.
Mobilized by swoon-worthy anecdotes from countless women who successfully found love because they weren’t too shy to slide into their dream man’s DMs, I heeded the enticing call to a fortuitous meme: “Ladies, this is your sign to shoot your shot.”
He strolled into the decorated backyard, late, while the rest of us were enthralled by illusory magic tricks performed by a bookish magician; the real enigma was, who is this man who’s left me utterly captivated?
I tried to excavate more intel from my girlfriend, but she was incredibly tipsy from one too many of her husband’s themed cocktails to divulge. From the time I sashayed to the bar to standing across the extended dinner table for 30 – where we locked eyes and grinned at one another – until the end of the night, where I lolled in line for photo booth fun, I noticed Mystery Crush staring back at me.
“You have tree shrub on your butt,” a handsome guy with a stocky athletic build, who’d later introduce himself as B. warned me with a heavy southern drawl, as he and Mystery Crush chuckled. I blushed in embarrassment and swept the debris off my derriere.
Bright, professional lights flashed. I shook off the flub and angled every curve on my body, accentuated by my slinky black, backless dress.
“Let’s take a pic together,” B. smiled. I peered over my shoulder, watching Mystery Crush gazing back. Why couldn’t he be as vocal and proactive as B.? I agonized.
Later, as celebratory glasses clinked, B. boldly asked for my number, in hopes of snagging a copy of our photo and getting to know each other over lunch.
“I haven’t dated anyone in almost two-and-a-half years,” I hesitated, conjuring up any truthful excuse after B. casually revealed he was close friends with Mystery Crush.
Still, my racing heart couldn’t leave the party without officially meeting Mystery Crush. I had to know if his voice, intellect, and character matched his sultry vibe.
Channeling my inner badass Beyoncé, I meandered to him and introduced myself as I firmly shook his smooth cocoa hand. Aside from us exchanging names, no in-depth camaraderie followed.
That should’ve been a clue to relinquish any lingering feelings, but as a single woman who often comes across a smattering of gentlemen who rarely generate a mutual, palpable connection–coupled with a recent missed romantic opportunity in Mexico, I felt compelled to take the leap.
Hey. It was really great meeting you. You seemed afraid to talk to me, but I was really wishing you weren’t…
I hadn’t expected him to respond, however, within a couple of days, he DM’d me with his number. I replied with mine, squealing in excitement. Maybe taking the initiative favorably worked after all?
“Don’t call him. Wait for him to call you.” My sage hair stylist instructed me as she ran her fingers through my curly coils. “Of course not. I believe in attracting, not chasing.” I grinned.
Seven days passed since I first slid into Mystery Crush’s DMs. My optimism waned as calls from family, friends, and aggressively pesky scammers filled my phone log, but none from him, leaving me temporarily deflated. I resurfaced feeling empowered for confidently seeking after what I wanted–not from a place of desperation, but from a well of self-certainty and wholeness.
I’m a type A, go-getter accustomed to proactively risking it all for the unknown and receiving unrequited outcomes. It works wonders for my career; my love life… not so much.
A month prior, I’d just returned from an invigorating solo trip to Cabo, where I met two, late-30-something eligible men while I was enjoying an al fresco brunch buffet, overlooking the Sea of Cortez. One included a charming Black resident doctor who lived near me in LA. He struck up an amusing yet fruitless conversation while we picked over steamy mini waffles and dispensed fresh pressed juice. His geeky friend, however, mustered the courage to ask for my number.
As I was boarding my flight home later that day, a white middle-aged couple, who recognized me and my flowy white linen maxi dress from brunch, probed if the cute doctor connected with me after he expressed he was smitten.
“I told him he should’ve asked you, but he said he didn’t think you were interested,” the wife lamented. “That’s too bad, because I was waiting for him to ask me.”
The doctor’s misinterpretation of my interest and lack of initiation fueled my otherwise reserved proclivity to slide into Mystery Crush’s DMs.
While I wholly believe in progressive modern-day dating and applaud women such as Vanessa Hudgens, who have the gusto to make the first move, it’s never worked in my favor.
I’m still a traditional millennial woman who appreciates the chivalrous elements of courting, and I’m perfectly content in waiting for my future love to spark the dating communication.
That’s how I’ll know he’s divinely meant for me.
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Featured image by Delmaine Donson/Getty Images