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.
Growing up as a Liberian immigrant, Charlene Dunbar struggled to find clothing that celebrated her African identity and culture. Inspired by the stylish garments of her mom and Liberian church ladies, Dunbar decided to put a contemporary spin on traditional pieces, and in 2010 launched her brand, suakoko betty to give women a way to express themselves through unique African designs, prints and color combinations. suakoko betty was selected as a 2014 Belk Southern Designer Showcase winner and was sold in select Belk stores, and has since been featured in ESSENCE and made available at boutiques online and in cities across the Southeastern region.
In this week's feature, meet Charlene Dunbar of suakoko betty.
Courtesy of Charlene Dunbar
The Stats
Title: Founder/CEO of suakoko betty
Location: Atlanta, GA
Year started: 2010
# of employee(s): 2
30-Second Pitch: "Hate dressing like everyone else? Express your style and creativity with modern, African-inspired print dresses and separates by suakoko betty."
The Details
What inspired you to start your brand?
I was inspired by my experience as a young immigrant and really struggling to celebrate my identity and culture as an African at a time where being African wasn't cool. I started suakoko betty as a way to celebrate African design and color and give women a way to express themselves.
What was your a-ha moment that brought your idea into reality?
My husband was taking his music artist to perform at an African Arts festival in Memphis and I feel like God spoke and let me know it was time to start working on this vision for the "modern, everyday African-inspired clothing" I'd had in my heart for a long time.
Courtesy of Charlene Dunbar/suakoko betty
Who is your ideal customer?
My ideal customer is minimalist meets artistic rebel. She wears bold colored or printed pieces and needs style that moves easily between work and play. She is always seeking new experiences and creative inspiration.
What makes your business different?
We're fantastic about customer service and like to help our customers with styling and lifestyle inspiration.
What obstacles did you have to overcome while launching and growing your brand? How were you able to overcome them?
One key obstacle was me understanding the importance of marketing my brand. I spent a lot of time on design, which is a strength for us, but wasn't always intentional about marketing and reaching new customers. I've overcome that by learning as much as I can, seeking out the expertise of others and making investments in marketing.
What was the defining moment in your entrepreneurial journey?
A defining moment for us was being selected as a Belk Southern Designer Showcase winner. There was a grueling interview process and we were selected out of 300 applicants. When we won, we had to figure out how to make 10 times more volume than we were accustomed to and it really validated the need for our brand and what we were capable of.
Where do you see your company in 5-10 years?
I see suakoko betty as a household name known for stunning African-inspired design and for showcasing African artists.
Where have you seen the biggest return on investment?
I've seen the biggest return on my marketing investment, as it relates to content and optimizing our website.
Do you have a mentor? If so, who?
I have a few informal mentors; including trusted customers and store owners.
Biggest lesson you’ve learned in business?
The biggest lesson learned is the importance of staying focused and not dividing myself across too many initiatives. I worked full-time while growing my business and had to learn to pick battles and be strategic in how I spent my limited time.
For more suakoko betty, follow them on social media @suakoko betty.
RELATED
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
Let’s make things inbox official! Sign up for the xoNecole newsletter for daily love, wellness, career, and exclusive content delivered straight to your inbox.
Today, that movement has turned into a wig uprising where Black women are able to experiment with colors, styles, and more without causing irreparable damage to our hair. It could even be said that we’ve arrived at a new level of acceptance: one that does not equate love of oneself to one’s willingness or lack thereof to wear her hair the way others deem acceptable. Not even other people who look like us.
However, as with Blackness itself, the issue of Black women’s hair is layered.
On the surface, it’s nothing more than a matter of personal preference. However, in a deeper dive, issues of texture, curl pattern, and of course, proximity to social acceptance, as well as other runoff streams from the waters of racism and patriarchy, rear their heads. The natural hair movement, though a wide-reaching and liberating community builder, also gave way to colorism and often upheld mainstream beauty standards.
Sometimes, favoring lighter-skinned influencers/creators with very specific hair textures, the white gaze leaked into our safe space and forced us to reckon with it. Accurate representations of natural hair in various states of being—undefined curls, kinks, and unlaid edges—are still absent from brand marketing. Protective styles, though intended to provide breaks from styling for our sensitive hair, have become a mask to help our hair be more palatable. A figurative straddle of the fence in order to appease the comfort of others in the face of our hair’s power.
And then there’s the issue of length.
Giphy
As a woman who has spent much of the last decade voluntarily wearing her hair in many variations of short hairstyles, from a pixie cut to a curly fro and a sleek bob, what I’ve gleaned throughout the years is that there is a glaring difference between how I am treated when wearing my hair short than when I opt for weaves, extensions or even grow it out slightly longer than my chin.
The differential treatment comes from women and men alike and spans professional and personal settings, including friends, coworkers, and industry peers.
What has become abundantly clear is that long hair is often conflated with beauty, softness, and any number of other words we relate to femininity in a way that short hair is not. That perceived marker of the essence of womanhood shows up in how I am received, communicated with, and complimented.
Even more so than texture, length has a way of deciding who among us is deserving of our attention, affection, and adoration. Whether naturally grown or proudly bought, the commentary around someone’s look or image greatly shifts when “inches” are present.
When it comes to long hair, we really, really do care.
In an effort to understand whether I had simply been misinterpreting the energy around my hair, I decided to take my findings to social media. I began with two side-by-side photos of myself. In both pictures, my hair is straightened; however, in one, I am wearing my signature pixie cut, and in the other, I am wearing extensions.
I posited that treatment based on hair length is a real thing, and what followed was confirmation that I was not alone in my feelings. “Long hair, like light skin, button noses, and being thin are all forms of social capital,” one user commented. “Some Black women enforce the status quo too, why wouldn’t we?”
Courtesy
This also brought to mind the many times celebrity women (like most recently Beyoncé's Cécred hair tutorial) have done big reveals of their own natural tresses in an attempt to silence any doubt that Black women are able to grow their hair beyond a certain length. Of course, we all know that to be true, so why do we still feel the need to prove it so?
The responses continued to pour in from women of all skin tones, who felt that hair length played a role in people’s treatment of them. “When I have short hair I always feel like people don’t treat me like a woman, they treat me like a kid,” another user commented. “When my hair is long I get a lot more respect for some reason.”
From revelations about feeling invisible to admitted shifts in their own perceived beauty, Black woman after Black woman poured out her experience as it relates to hair length. Though affirmed by their shared realities, knowing that reactions to something so trivial have become yet another hair battle for Black women to fight was disheartening. Though we continue to defy gravity and push the bounds of imagination and creativity by way of our strands, will it always be in response to the idea that we are, somehow, falling short?
Unlike more obvious instances of hair discrimination, the glorification of longer length is sneakier in its connection to Eurocentric beauty standards. Hair commercials, beauty ads, and even hip-hop music have long celebrated the idea of gloriously long tresses while holding onto the ignorant notion that it is inaccessible for Black women.
Even as we continue to fight to prove our hair professional, elegant, and worthy in its natural state to the world at large, we’ve also adopted harmful value markers of our own as a community. It’s evident in how we talk about who has the right to start a haircare line and which influencers we easily platform. It’s evident in the language we use to identify those with long hair versus short hair. And it’s painfully obvious in how we treat one another.
It makes me wonder if India.Arie’s brave rallying cry, almost two decades old in its existence, will ever actually hold true for us. Or will we just continue to invent new ways to uphold the harmful status quo?
Let’s make things inbox official! Sign up for the xoNecole newsletter for love, wellness, career, and exclusive content delivered straight to your inbox.
Feature image by Willie B. Thomas/ Getty Images
