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
In fact, aromatherapy is quite powerful when it comes to promoting calm and relaxation, helping to put you into an optimistic mood, reducing stress, preventing insomnia, and improving how soundly you are able to sleep throughout the night. And so, since I’m such an essential oils fan (and I truly am!), let’s get into 10 that will help you to rest well — thanks to the way that they smell along with a few other benefits that they are able to offer you too.
Essential Oils for Better Sleep
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1. Lavender
When it comes to essential oils that are best for you in the “rest and relaxation department,” lavender may be the most popular one. That’s because it is well known for doing everything from reducing pain and inflammation and making menstrual cramps less intense to lowering anxiety and increasing your melatonin levels. On a super scientific note, something else that’s cool about lavender oil is it works with your body’s neurotransmitters in order to reduce restlessness if you happen to be someone who doesn’t sleep soundly due to tossing and turning all throughout the night.
2. Cedarwood
Although I’ve always liked the earthy scent of cedarwood, something that caused it to earn my respect was reading about how it’s an all-natural way to improve the attention span of children who’ve been diagnosed with autism and ADHD. Beyond that, as far as calming oneself goes, cedarwood oil is able to soothe arthritic discomfort, reduce coughing (if a cold is what’s keeping you up), decrease the itchiness and irritation that comes with eczema, lower your stress levels, and, yes, improve your quality of sleep if you’re someone who happens to rest yet not really…rest well.
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3. Patchouli
Another oil that has a solid reputation for decreasing bodily inflammation is patchouli. Some other things that make it stellar are the facts that it helps to ward off depression-related symptoms (if that is what keeps you up at night), puts you in a better mood, boosts your immunity (so that being under the weather doesn’t prevent you from catching some zzz’s) and it even intensifies your libido — ‘cause chile, ain’t nothin’ like the sleep that you get after having an orgasm…or two. Oh, and it absolutely must go on record that patchouli oil also acts as a sedative if you’ve been dealing with insomnia as of late as well.
4. Marjoram
Women who are looking for an all-natural way to regulate their hormones (check out “5 Signs Your Estrogen Is Too High. 5 Signs It's Too Low.”) might want to speak with their doctor (or homeopath) about trying marjoram oil. Some research says that it can help to balance hormones which can make PMS and the latter stages of perimenopause more tolerable (which can make falling and staying asleep easier to do too). Marjoram is also helpful when it comes to reducing pain, easing digestion, and alleviating anxiety.
Plus, since marjoram is an oil that is high in magnesium and magnesium is a nutrient that can help you to get to sleep, stay asleep, and then wake up feeling refreshed — so long as you’re not pregnant or breastfeeding (you should consult your doctor first if you are because it can sometimes produce side effects in your case), you definitely should give marjoram a shot.
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5. Ylang Ylang
Typically, when I think of the essential oil ylang ylang, what comes to my mind is how it can make for a very eventful evening…if you catch my drift (check out “Ultimate Climax Hack? 10 Scents That Make It So Much Easier To Orgasm”); however, it can actually help you out in more areas of your life than just your bedroom. Ylang ylang is another oil that helps to reduce pain and anxiety. Something else to keep in mind about ylang ylang is if you’re having a hard time falling asleep due to something like a headache or even respiratory issues, putting a couple of drops into a diffuser could bring some relief. That’s because ylang ylang is also classified as being a sedative — one that can even help to lower the blood pressure in your bae (healthy men) if need be.
6. Fennel
As a doula, something that I’m well aware of is the fact that fennel seeds can help (some) mothers to produce more breast milk. It doesn’t stop there, though. If sleep is evading you due to gas or constipation, fennel oil can help you out there. Some scientific research also says that it’s the kind of oil that can help you feel less anxious if you’re trying to rest after a long hard day. And, since fennel is known for making sleeping better when it’s in tea form, I don’t see why it wouldn’t do the same thing as an essential oil too.
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7. Valerian Root
If you’re looking for the kind of essential oil that will help you to relax, on pretty much every level, look no further than valerian root. The properties in it are going to help to calm your nervous system, soothe headache tension, lower your stress levels, decrease menstrual cramp discomfort, bring relief to hot flashes (that come with perimenopause) and yes, it’s an all-natural approach to insomnia as well. Although many choose to use it in supplement form, applying valerian root oil to pressure points like your feet can also provide a very relaxing and impactful effect.
8. Jasmine
If you check out my article, “8 Natural Aphrodisiac Scents, Where They Go & How To Make Them Last” from back in the day, you’ll see that jasmine is another essential oil that is considered to be a pretty potential one if you’re looking to boost you (or your partner’s libido). I get why too because its floral-meets-fruity scent can be quite sensual. Beyond the bedroom, jasmine can help you to feel less stressed and anxious, experience less menstrual-related discomfort, and make you feel less depressed — and yes, it contains properties that qualify the oil to be a sedative. This is especially the case if you blend it with another soothing essential oil like lavender.
9. Clary Sage
If pretty much nothing but perimenopause symptoms are what’s keeping you awake at night, you might want to keep a bottle of clary sage oil on your nightstand because it can help to decrease night sweats by naturally “leveling out” the estrogen that may be on a bit of a roller coaster ride in your system right through here. Other things that this oil can do is reduce stress and help to relax your system. Not to mention the fact that if menstrual cramps are what’s keeping you up, some women say that rubbing some of the oil (add a carrier oil like sweet almond or avocado to the oil to dilute it a bit, please) to your abdominal region can provide quite a bit of relief.
10. Vetiver
Final one. In my opinion, it’s kind of surprising that vetiver essential oil isn’t mentioned more in the holistic care space. For starters, it has been celebrated for providing support for children with ADHD as well as decreasing nervousness and anxiety in adults. Some other ways that this oil can benefit you is it’s the kind of aphrodisiac that raises testosterone levels while lowering cortisol ones (cortisol is a stress hormone that’s in your body) which can intensify orgasms and promote great rest — and yes, it’s also mentioned quite often in the sleep-inducing space.
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You know, I once read that since 2010, the amount of people who rely on sleeping pills to get to sleep has pretty much doubled. Since the side effects of the long-term use of over-the-counter sedatives include things like headaches, muscle weakness, digestion issues, and even louder snoring and sleeplessness, consider trying one of these essential oils before popping a pill. As you can see, not only can certain oils help to lull you to sleep — but they can help in so many other areas too. Happy resting, chile.
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