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.
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"My mom friends and I all laugh and agree: Motherhood is the ghettoest thing you will ever do. It's beautiful and hard all at the same time, but one day you will wake up and feel like 'I got this' and you will get the hang of it. After 4 months, I finally felt like I found my footing to keep my kid and myself alive, but it took vulnerability to take off the cape and be honest about the areas that I didn't have it all together. The healing (physically and emotionally) truly does happen in community - whatever and whoever that looks like for you."
Alizè V. Garcia, Director Of Social & Community Impact at Nike
"I would tell a new mom or a prospective mother that they must give themselves grace, understand and remember there is no right way to do this thing and have fun! When I had my daughter three and a half years ago, I was petrified! I truly had no clue about what to do and how I was going to do it. But with time, my confidence grew and I realized quickly that I have all the tools I need to be the mother I want to be."
Nikki Osei-Barrett, Publicist + Co-Founder of The Momference
"There's no balance. I'm dropping sh*t everywhere! However, my secret sauce is pursuing interests and hobbies outside of what's required of me and finding time to workout. Stronger body equals = stronger mind."
Lauren Grove, Chief Experience Architect, The Grant Access, LLC
"I try to give myself grace. That’s my mantra for this phase of motherhood…grace. I won’t be able to get everything done. To have a spotless house. To not lose my cool after an exhausting day. Those things can’t happen all of the time. But I can take a deep breath and know tomorrow is another day and my blessings are more plentiful than my pitfalls."
Rachel Nicks, Founder & CEO of Birth Queen
"You have the answers within you. Don’t compare yourself to others. Curate your life to work for you. Ask for help."
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"Learning your rhythm as a mom takes time and can be uncomfortable when you’re in a season of overwhelm. Constantly check in with yourself and assess what’s working and what’s not. Get the help you need without feeling guilty or ashamed of needing it."
Mecca Tartt, Executive Director of Startup Runway Foundation
"I want to be the best for myself, my husband, children and company. However, the reality is you can have it all but not at the same time. My secret sauce is outsourcing and realizing that it’s okay to have help in order for me to perform at the highest level."
Jen Hayes Lee, Head Of Marketing at The Bump (The Knot Worldwide)
"My secret sauce is being direct and honest with everyone around me about what I need to be successful in all of my various "jobs". Setting boundaries is one thing, but if you're the only one who knows they exist, your partners at home and on the job can't help you maintain them. I also talk to my kids like adults and let them know why mommy needs to go to this conference or get this massage...they need to build an appreciation for my needs too!"
Whitney Gayle-Benta, Chief Music Officer JKBX
"What helps me push through each day is the motivation to continue by thinking about my son. All my efforts, though exhausting, are to create a wonderful life for him."
Ezinne Okoro, Global Chief Inclusion, Equity, & Diversity Officer at Wunderman Thompson,
"The advice I received that I’ll pass on is, you will continue to figure it out and find your rhythm as your child grows into new stages. Trust your nurturing intuition, parent on your terms, and listen to your child."
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"Get comfortable with the word ‘no’. Be very clear about your non-negotiables and communicate them to those around you."
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My calendar, prayer, pilates class at Forma, a good playlist, and oatmilk lattes all help get me through any day.
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Robin Snipes, Chief of Staff at Meta
"Enjoy the time you have to yourself because once kids come those times will be few and far between."
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"For new moms, it is very important that you get back into a habit or routine of something you use to do before you were pregnant. Consider the actives and things that give you the most joy and make the time to do them."
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