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.
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A Goddard College graduate, who earned an MFA from Pratt Institute and was awarded an honorary doctorate from Marymount Manhattan College, Mahogany offers unapologetic realness with a side of grace and empowerment. "I started touring locally. I started creating chat books so that those poems will go in the hands of the people who were sitting in the rooms," she shared.
"And then I started facilitating poetry workshops, so I used my chat books as curriculum. And that, in turn, allowed me to further invest in my art and show the community and people who were hiring me that it wasn't just a one-off, that it's not just, you know, a fly by night—that I am invested in this art as much as I am invested in your community, in your children's learning, in our growth."
Mahogany has a special way of moving audiences, and her superpower sparks shifts in perspective, post-performance introspection, and strengthening of community bonds, especially among Black women. (One can undeniably recognize her gift for arousal of the spirit and mind merely from her listening to her insights from the other side of a Google Hangout call. I can only imagine the soul-stirring, top-tier sensory encounter when watching her perform in person.)
In this chat with xoNecole, Mahogany reflects on sustaining a creative career, the aftermath of writing a banned book, and using poetry for both healing, community-building, and activism.
Anthony Artis
xoNecole: What are three key things that have laid the foundation for a sustainable creative career for you?
Mahogany L Browne: What has helped me is that I'm willing to go in being an expert at knowing poetry and knowing the way in which art can change the landscape of our lives, not just as a poet, but also as a poetry facilitator. How you move through classes, those things are mastered, right? So when I go into another space that's maybe tech-heavy, I don't mind learning and being, you know, a student of the wonder of how we can make this magic, work together.
Two, you’ve got to know how to pivot. Sometimes we say, ‘Alright, this is what my life is going to be. I'm going to be a New York Times best-selling author. I'm going to, you know, have an album that's Grammy-nominated. And then, say you get dropped from your record label. That doesn't mean you can't make an album anymore. You can also still create an album that can be submitted to the Grammys. So, what does a pivot look like as an artist who doesn't have an institution behind them? Pivot being a student of the wonder.
Relationships also really help. How do I serve the community? And in turn, that tells me how the community can show up. For me, I have long-standing ties with a community that will outlast my one life. So, what does it mean to create space where these relationships can develop, can be nurtured, can be rooted, can be cultivated? Creating space—it happens through relationships.
xoN: With today’s economic challenges, what does your current creative process look like, and what are you working on?
MB: I’m always thinking five years ahead. I just reviewed the pages for two children’s books and recently released a YA novel. I’m drafting an adult fiction manuscript now.
Anything I create is founded with the root of poetry, but it can exist in captions. It can exist in commercials. It can exist as a musical. So that's where I’m at now.
xoN: You started performing "Black Girl Magic" in 2013, had an acclaimed performance of it via PBS and the work went on to viral success shortly after. Talk more about the inspiration. And what do you think about the continued relevance more than a decade later?
MB: I wrote it as a rally cry for the mothers who had been keeping themselves truly in harm's way by, you know, being a part of the community right after the death of their child or their loved one. They are usually mothers of victims of police brutality—and just seeing how they showed up in these community spaces, they are devout to the cause but obviously still grieving.
"I wanted this poem to be just a space of reclamation, of joy and of you, of your light, of your shine, of your brilliance, in any which way in which you fashion. Every room you enter is the room you deserve to be in. What does it mean to have a poem like that that exists?"
And the first time I did the poem, the Weeping that occurred, right? It was like this blood-letting of sorts. The next time I performed it, I'm moved to tears because I'm seeing how it's affecting other women who have just been waiting to hear, ‘You belong. You deserve. You are good. We see you. Thank you, despite everything that they said to make you regret being born in this beautiful brown, dark-skinned, light-skinned, but Black body.’
Black women are the backbone—period. Point blank. And so, that that poem became a necessity, not just to the fortitude of Black women in the community, but like you know, in service of healing the Black women.
xoN: One of your books was banned at a school in Boston, and it was later reinstated due to parental and activist support. What was that experience like?
MB: Well, I think it happened because they were racist. That's it. Point blank. The reversal of it was empowering, right? I realized, oh, I thought we just had to sit here and be on a banned book list. But no, parents are actually the leaders of this charge.
So to see that, the parents said, ‘Nah, we're not gonna let you take this book out of my baby’s school just because it's a Black kid on the front saying, ‘Woke’ and they're talking about being a global citizen. They're talking about accountability. They're talking about accessibility. They're talking about allyship, and you don't want them to have compassion or empathy or have even an understanding, right? So no, we rebuke that, and we want this book here anyway.’ To see that happen in that way. I was, like, reaffirmed. Absolutely.
xoN: You recently organized the Black Girl Magic Ball at the Lincoln Center in New York. Honorees included author and entrepreneur Rachel Cargle and National Black Theater CEO Sade Lythcott. What impact did it have and what expanded legacy do you hope to leave with your creative works?
MB: I was really interested in not celebrating just the book, but celebrating the community that made the book possible. And so I gave out five awards to women doing that thing, like, what does it mean to be a Black girl in this world?
I just thought it was gonna be an amazing time. Everybody's gonna dress up—we're gonna celebrate each other. And boom, I then realized that it responded to like a gaping hole. There was a missing thing for Black girls of all walks of life, all ages, right?
"It's very intergenerational. That was intentional to come together and celebrate just being us."
You have all these instances where just being you is either the butt of a joke or it's diminished and not worthy of a specific title in these larger institutions. So what does it mean to just to be loved up on and celebrated?
It felt like a self-care project at first. You know, for the first couple of years, folks were coming and they were getting that sisterhood. They were getting that tribe work that they were missing in their everyday lives.
I love the Black Girl Magic Ball because we got us. If I go out with a bang, they'll remember that Mahogany worked her a** off to make sure all the Black girls everywhere knew that she was the light. We are the blueprint.
For more information on Mahogany L. Browne, her work, and her future projects, visit her website or follow her on IG @mobrowne.
Featured image by Anthony Artis
“I think for me, an all-American girl, for some reason, brings me back to when I was younger, and just like playing at my grandma’s house and just being outside,” Kennedy told xoNecole ahead of her attendance at the 2025 BET Awards.
“I just feel like when I was younger, you know, you don’t have as many responsibilities. There’s not as much weighing you down, and so I kind of go back to that mindset. Like, even now, being 27, I’m trying to get back to that younger girl.”
The 2025 BET Awards, hosted by Kevin Hart, took place in Los Angeles at the Peacock Theater on Monday night (June 9). The star-studded event was filled with tons of surprises, including a trip down memory lane with a 106 & Park reunion, coupled with performances by artists that dominated the top spots during the music video countdown show’s reign from 2000 to 2014.
Kennedy, who received her first nomination alongside Tanner Adell, Brittney Spencer, Reyna Roberts, and Beyoncè in the BET Her category for “Blackbiird,” the reimagination of the original The Beatles of the same title (minus the extra i), invited xoNecole to get ready with her as she prepared for her first-ever BET Awards.
Beauty Rituals Inherited From Her Mother.
Rather than booking her makeup artist ahead of the big night, Kennedy decided to go on a budget and do the task herself, something that isn’t too out of her norm. She noted how she incorporates some of the things she witnessed her mother do while growing up in her routine.
“I remember being younger and seeing all the makeup laid out on my mom’s counter,” the “I Look Good In That Truck” singer recalled. “I don’t even think she knows this, but there were moments where I would like to go and steal her makeup. She would have Mac. I think it was some kind of foundation powder, and I would go in there and I would put it on, and I’m like I hope she doesn’t see.”
She added, “My mom is very natural with her makeup, so even though I’ve got these big lashes on, I always gravitate towards just neutral looks… I don’t do anything too fancy.”
Tiera Kennedy’s Holy Grail of Products.
Kennedy took it upon herself to take a class to ensure that she’s prepared for nights like these, where she’s the one responsible for bringing her glam look to life.
“We are independent,” she said, reminding us that she is no longer tied to a big machine when it comes to her work as an artist. “We ball on a budget. I have to do my makeup for award shows, events, all the things, and so my makeup artist that taught me how to do all of this, Hailee Clark, she put me on to Nars, the foundation. I don’t know exactly what the name of it is, but I love it.”
“I don’t know all the fancy technicals, but I know that it makes me just look kind of airbrushed, and so I love it. Then, I always use this Laura Mercier [setting] powder because I get real shiny, so I’ve gotta reapply that quite often.”
“We are independent. We ball on a budget. I have to do my makeup for award shows, events, all the things, and so my makeup artist that taught me how to do all of this, Hailee Clark, she put me on."
Her Decision To Wear Hanifa For The Big Night.
Intentionality is essential for Kennedy, which is why she jumped at the opportunity to support Black designer Anifa Mvuemba with a dress from her fashion brand, Hanifa.
“Takirra on my team helped me pick out the dress. I really like to represent in country music, and being in Nashville, I like to represent Black culture through the things that I wear, and I was excited to get to wear a Black brand to the BET Awards,” said Kennedy.
“She was telling me about this brand, Hanifa, and we were on FaceTime just scrolling through the website, and she was like this looks like you. This feels very rooted, like fits those natural tones, and so she bought the dress and was like, ‘This is what you’re wearing.’”
The look was a Raven Knit Dress in Eggplant/Dark Brown Mesh from Hanifa.
Tiera Kennedy in her younger years.
Courtesy
Kennedy also nurtured her inner child for the look, taking it back to her roots with one small detail in her hair that she had her mother carry out before she hopped on the flight to LA.
“I had this vision of wearing beads in my hair because when I was younger, my mom would always do that, and I didn’t love it, but now I’m like, it would be really beautiful to tie all of that together, and the Hanifa dress just fit perfectly.”
“Just even in the past couple of days, I’ve had to take a second, and just look back at all of the awesome things we’ve gotten to do,” said Kennedy when asked what baby Tiera is feeling in this moment.
“I had this vision of wearing beads in my hair, because when I was younger, my mom would always do that, and I didn’t love it, but now I’m like, it would be really beautiful to tie all of that together, and the Hanifa dress just fit perfectly.”
“I dreamed of having a record and having this team that was doing all of these things for me, and now, being an independent artist, and being in control of my career, I’ve gotten to build an awesome team behind me that helps me get to where I am. It’s been a lot of hard work, and I think when I was younger, I would have never imagined that I could do all of these things, and so, yeah, to be here, I don’t even think I would believe it.”
Although “Blackbiird” didn’t win in the BET Her category during Monday night’s show, Kennedy’s future is brighter than ever, which she attests to her faith playing a huge role in guiding her next steps as she continues to rise to stardom.
“Thinking about the next thing, I think that can be really daunting when you’re an independent artist. It’s like you have to be thinking of what’s coming next, to prepare for that, but I think the way that I like to walk through life in general is letting the Lord lead,” Kennedy said.
“I know that a lot of time when I have a vision of what I want things to look like in my head, He always exceed my expectations. So, I think the plan is to continue to release music, and continue to show up as my authentic self. Getting to have these moments like the BET Awards is so awesome, but also, at the same time, that’s not what I do this for. I do it for the humans that are listening to my music, that are [having] fun and healing through my music, so I hope that I can just continue to do that.”
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Feature image by Rob Latour/Shutterstock