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
As we transition from summer to fall, there’s no need to spend too many coins curating a brand new seasonal wardrobe, especially in this economy. Instead of shopping targeted ads, we interviewed fashion-forward influencers to spark our imagination and gather insight on what they’re already wearing leading into the upcoming season. Keep scrolling to get the scoop on essential items these fashion-forward women are looking forward to wearing this fall.
Helecia Williams, Houston
Comfort
Helecia’s style in three words: “Structured, bold, and explorative.”
Helecia’s outfit inspiration: “I am most interested in comfort as a trend. I am truly enjoying the mix of flats with elevated outfits and the incorporation of street-style elements into the looks. I have seen so much juxtaposition that makes the outfits interesting and intriguing. I love the pairing of fitted caps with [suits] and ballet flats. That mashup is impeccable, and we saw some of that peeking through last fall, and now it's taken on a life of its own.
"As a sneaker lover and comfort sneakers, bringing back flats is just a reimagination of past trends with a fresh twist.”
What color(s) is on Helecia’s fall mood board: “Hands down, red! It's such a bold and bossy color. Now, we see it becoming much more accessible in fashion and realize how easy it is to style and incorporate into a look for that extra pop. It also pairs well with so many other shades and tones. Some of my favorite combos are red and burgundy, red and yellow, and red and brown. Even if you aren't fully convinced that it's the color of the season and still have reservations about it, you can go classic and incorporate it in an accessory or makeup like a red lip.”
Are you bringing anything back from your 2023 fall wardrobe? “I will be returning and recycling all of my 2023 fall wardrobe and just styling it differently or giving it new life. Despite my love for trends, I've curated a wardrobe that I love so I will mix the old in with the new. And not to toot my own horn but a lot of my fashion moments are ahead of the times and still very relevant for this upcoming fall. Expect to see tons of texture, juxtaposition, unexpected color combos, and street style.”
How Helecia is accessorizing this season: “I hate to admit it, but the one trend that has me in a chokehold this fall is bold jewelry, particularly in gold. I've realized that accessories can do wonders, and the Schiaparelli era has me shook. I am a ‘Stan’ of Shop Khoi, a Black-owned jewelry brand that creates some of the most amazing, high-quality fashion jewelry. It just sets off any outfit no matter how simple it may be and easily becomes a conversation piece.”
Courtney Blackwell, New York City
Courtney’s style in three words: “Vintage, oversize, and sexy.”
Courtney’s most anticipated fall fashion items: “The fashion item I am anticipating wearing is vintage leather in all colors!”
Courtney's color picks for fall: “Cherry reds, forest greens, and different shades of gray.”
The trend that has Courtney in a chokehold this season: “Skirts! I’ve never been a skirt girly, well mini skirts girly, but I think I’m going to step it up with the minis this fall.”
Shaniqua Jordan, New York City
Timeless
Shaniqua’s personal styling tip for fall: “I hate to admit it, but the one trend that has me in a chokehold this fall is any oversized outerwear piece, especially oversized blazers. And as basic as it may sound, I can't get enough of them. They instantly elevate any look, and they're so versatile, whether I'm going for a polished vibe or something more casual. Plus, they are perfect for layering as the weather cools down.
"I know most people wouldn't typically opt for suede, but if you've been following my style, you know I'm all about my outerwear. I love adding texture to my looks, even if it's subtle, and a good suede jacket does that for me. The soft texture and rich hues of suede add that cherry on top for any fall look. Whether I'm rocking a bomber style in a jewel tone or a tailored trench in a neutral shade, a suede jacket is one piece I'm looking forward to wearing to elevate my fall wardrobe.”
These colors are all over Shaniqua’s fall mood board: “The colors on my fall mood board are rich earth tones like deep browns and olive greens paired with classic neutrals like camel and cream. I'd like to throw in a pop of butter yellow. I know it might seem more spring-like, but I love how it pairs with deep browns, oxblood, and even grays. It's the perfect way to brighten up those cozy, moody fall vibes. I'm also loving pops of bold jewel tones like emerald and burgundy to add a bit of luxe to the season. These shades give that cozy yet elevated feel I'm always aiming for in my fall wardrobe.”
Shaniqua describes her fall wardrobe in three words: “If I describe my fall wardrobe in three words, they would be chic, layered, and timeless. I love combining unique pieces with a classic touch, creating looks that stand out without trying too hard. It's all about finding that perfect balance between staying true to timeless fashion and adding my own signature flair.”
Are you bringing anything back from your 2023 fall wardrobe? "I am definitely an outfit repeater, so not only will I bring back pieces from my 2023 fall wardrobe, but I also have so many oldies but goodies that I’ll be incorporating into my fall 2024 looks. I think that's what really helps convey my personal style; buying pieces I genuinely love and being able to work them into my style season after season. It's all about longevity and staying true to what I love."
Alasia Allen, Los Angeles
Provocative
Alasia describes her style in three words: “Opulent, sleek, provocative.”
The fashion item Alasia anticipates wearing the most this fall: “I’m really into gloves this season. Whether it’s biker style or long, sleek, leather gloves, they add an interesting take to a fall look.”
The fall colors catching Alasia’s eye: “I’m loving navy or a super deep purple this season so I’ll be adding those into my wardrobe. They’re both so sophisticated and a good alternative to black.”
The fall staple Alaisa plans to bring back from her 2023 wardrobe: “Every year, I wear a shearling coat. It’s timeless, it’s warm, it’s my thing. There’s something very elevating about shearlings that have drawn to me year after year, and that’s what makes them my favorite style of outwear.”
The accessory that has Alasia in a chokehold this season: “Boots. I love a good boot as my go-to accessory for the fall/winter season. My favorites are boots that have a little flair to them and an interesting shape.”
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