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 a vegan, Dymetra Pernell was tired of not being able to find quality desserts that looked and tasted like what her grandma used to make, so she got to work on creating an ice cream that was both dairy-free and delicious.
She nailed the recipe on the first try, which sparked the name for her company First Batch Artisan Foods, a vegan ice cream and pastry company focused on introducing better choices without sacrificing quality or taste. The homemade desserts and hand-packed ice cream have resonated with vegans and non-vegans alike, selling over 3,000 pints in the first three months of its launch in 2018. In 2019, First Batch earned the Critic's Choice for "Best Ice Cream" by Creative Loafing, and continues to be a hit at local food festivals throughout the Atlanta region.
In this week's feature, meet Dymetra Pernell, ND of First Batch Artisan Foods.
The Stats
Courtesy of Dymetra Pernell
Name: Dymetra Pernell, ND
Brand: First Batch Artisan Foods, LLC
Location: Atlanta, GA
Year Founded: 2018
# of Employees: 3
30-Second Pitch: "We are a dairy ice cream and pastry company that focuses on introducing better choices without sacrificing quality or taste. Our homemade desserts and hand-packed ice cream can be enjoyed without consequence by the 50,000,000+ Americans who suffer from lactose intolerance."
The Details
What inspired you to start your brand?
As a vegan, I was tired of not being able to find quality desserts that looked and tasted like what grandma used to make, so I decided to create them myself.
What was your a-ha moment that brought your idea into reality?
I met a friend for lunch and brought her some of my ice cream to sample. The restaurant staff happened to see it and asked to try it. When they all started dancing, I knew I had something special that resonated with both vegans and non-vegans alike.
Who is your ideal customer?
Anyone who is looking to make better choices regarding their heart health (our treats are absent of cholesterol, a major contributing factor in strokes, heart attacks, and type 2 diabetes), individuals who suffer from lactose intolerance, and the vegan population.
What makes your business different?
We are the only exclusively vegan ice cream and pastry shop in all of Atlanta. We've been able to start and grow our business on sales alone. We started in the black and remain in the black. Finally, we were voted Best Ice Cream (Critic's Choice) by Creative Loafing 2019; in other words, we beat out all local competitors in the dairy ice cream category.
What obstacles did you have to overcome while launching and growing your brand? How were you able to overcome them?
Finding work/life balance in the constant ever-increasing grind that comes with launching and growing a brand with a one-woman team. I'm still working through them, but for starters, I have set a start and stop time for work; I leave the kitchen each day at my scheduled time and I find that I'm much less stressed.
What was the defining moment in your entrepreneurial journey?
I first began selling my pints out of a small gym called E.F.F.E.C.T. FITNESS every Saturday. After three months, I'd sold over 3,000 pints to non-vegans; that's when I knew I had something special.
Where do you see your company in 5-10 years?
To have my products in stores and homes all across the U.S. and expanding into Canada and beyond.
Where have you seen the biggest return on investment?
My biggest ROI has been word of mouth, vending at places like The Village Market ATL, the Atlanta Ice Cream Festival, and VegFest, and promoting through social media.
Do you have a mentor? If so, who?
Yes, Dr. Michael Imani, PhD, ND.
Biggest lesson you’ve learned in business?
KNOW YOUR NUMBERS, or you risk losing it all, or risk running an insolvent business.
Anything else you would like for people to know, or take away from your entrepreneurial story?
On the surface, running your own business sounds sexy, fun, and exciting, but you'd better love what you do because the mental, physical, emotional, and financial toll can be overwhelming. And last but not least, stepping out on faith SHOULD include having a financial safety net. Faith is a beautiful thing, but it won't pay ONE bill.
For more First Batch Artisan, follow them on social media @firstbatchaf.
Now masterdating? Even though it’s not even close to being a “real” word, it’s something that also brought a laugh outta me — although it was then followed by a genuine smile. The laugh because I almost immediately caught the play-on-words. The smile was due to the intention behind it all.
If you’re not familiar with what masterdating is and you’re curious about why you should even care, take a few moments to at least skim through what it’s about and why I think participating, as a single person, is a pretty cool (and effective) concept.
@knotlukas Masturdate: a date w oneself
What’s Masterdating All About?
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Masterdating. Okay, so let the word marinate for just a moment. What does it sound like? Yeah…exactly. And since a huge part of masturbation centers around self-pleasure, it’s cool to explore how “self-dating” could produce similar (as far as pleasure is concerned in a broader sense) results. Because masterdating is all about spending quality time with yourself, pampering yourself, treating yourself— and yes, taking yourself out on dates.
Any of you who may think that masterdating is a consolation prize — and a pitiful one at that — for not being able to go out with another human being or get that dream $200 first date that social media was all in a tizzy about last year (bookmark that) — personally, I think that you’re the demographic who needs to try out masterdating first and the most. Why? Off top, I’ll share my three good reasons.
3 Reasons To Strongly Consider Masterdating
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1. It’s an intimate way to get to know yourself better. I’ve been working with couples for a pretty long time at this point and if there’s a pattern that I see arise, OFTEN, it’s that two people are oftentimes so busy trying to “find their person” that they didn’t even know who they were. As a direct result, they found themselves in a relationship with someone who only complemented the “kiddie pool version” of who they were.
That’s why it can be so beneficial to spend time getting to know yourself on the “deep end” of things: what makes you tick, what your passions are, what you want most out of life, what are your interests beyond obvious things — and masterdating can help you to discover all of this. Whether it’s traveling alone or taking out a weekend to drink some wine and journal, the more you get to know yourself, the clearer you’ll be about who complements you on a romantic and friendship level.
2. It will definitely help to boost your confidence levels. I guess since I’m an ambivert, I don’t really get why people freak out at the mere thought of going to a restaurant or movie alone. Personally, I think it requires a helluva lot more energy and gumption to wait around and plan stuff with other people (#Elmoshrug). However, whether you’re an introvert, extrovert, or ambivert, there’s no way around the fact that the more comfortable you get with doing things alone, the more your confidence levels will increase — no, soar — because of it.
One article that I read on the topic said that doing things alone can make you more creative, improve your mental health, and help you to be totally okay with being alone (so that you’re not “needy” for other people’s attention). A psychotherapist from a New York Times article on the benefits of spending time alone said, “Getting better at identifying moments when we need solitude to recharge and reflect can help us better handle negative emotions and experiences, like stress and burnout.” And when you’re able to stare negativity in its face without flinching, how could that not make you bolder, more self-secure, and hopeful about your life?
3. It will teach you to value your time more effectively. In every facet of your world, you’re gonna operate from a healthier place if you’re operating from a “full cup” rather than an empty one. When it comes to this topic, think about it — if you’re constantly waiting on someone to call you to go out or wishing for a dream date with some guy, all you’re doing is wasting precious time that you could be spending taking a cooking class or hell, hiring a chef to make you dinner at your own home.
Indeed, waiting has two sides to it: when it’s in the form of patience, it is indeed a virtue, yet when it’s wrapped up in the notion that you’re not really living life unless you have an audience…it is totally working against you. Choose wisely.
10 Solo Date Ideas To Help You To “Master” Masterdating
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So, what if you’re someone who has either never considered actually masterdating before or you don’t really know what to do beyond dinner and the movies? Here are a few ideas to consider:
1. Attend a workshop or masterclass that you’re interested in. If there’s something that you’ve always wanted to learn, sign up for a workshop or masterclass. The cool thing about this option is there are probably some in your city, as well as some that you can find online (like here) that are convenient and affordable.
2. Binge-read at a local coffee shop. Aside from their coziness and oftentimes inviting scents, I once read that a lot of us gravitate to coffee shops because we can be around people without having to actually socialize with them. So, if you want to “hang out” while still being able to enjoy a bit of solitude, take a book that you’ve been trying to finish to a local coffee shop, order your favorite latte, and sit in a big-ass comfy chair. Usually, you can sit there for hours, and the staff will be just fine with it (another bonus).
3. Have a spa day in the next town. You can never go wrong with a spa day. And while going with a friend can be fun, sometimes there’s too much talking transpiring to be able to fully chill out and relax. So, go off of the grid, get a change of scenery, and hit up a spa in the next city (or town). There are lots of studies out here supporting that day trips or “daycations” can actually be really good for your long-term health and well-being.
4. See a community play. Some of the best solo dates that I’ve ever been on consisted of taking in some of the local arts in my city. What’s really cool about this particular option is, oftentimes, they are extremely inexpensive, if not totally free of charge (in exchange for making a donation or putting money into a tip jar).
5. Plan a trip. Whenever people say something along the lines of, “If you don’t expect anything, you won’t be disappointed,” I know that they low-key have some (additional) healing to do from past disappointments. There’s simply too much intel out here to support that anticipation (of good stuff) makes us more motivated and optimistic, keeps our dopamine levels up, and makes life more exciting overall.
Since traveling alone is more cost-effective, gives you the freedom to do whatever you want (when you want), and increases the possibility of meeting new people and having new experiences on your journey — why not devote a day this weekend to planning a solo trip? All the way around, it’s good for you.
6. Try your hand at your own “$200 date.” Uh-huh. Roll your eyes if you want to, but it’s real easy to talk left about how a man should be able to just drop $200 like it’s nothing…until you actually try to do it. So yes, while taking yourself out on this type of date could serve as a bit of a reality check, it can also “scratch the itch” of waiting on some dude to do it for you. It’s also way less emotionally draining because, at least when you’re taking your own self out, it’s guaranteed that you’ll enjoy the company…right?
7. DIY some pampering. When you get a chance, check out “5 Reasons You Should Unapologetically Pamper Yourself,” “Want To Love On Yourself? Try These 10 Things At Home.,” “I’ve Got Some Ways For You To Start Pampering Your Soul,” and “When's The Last Time You Actually Pampered Your Vagina?” The bottom line here is pampering is all about, not mere self-maintenance; it’s all about treating yourself to levels of EXTREME SELF-INDULGENCE. So, if nothing else tickles your fancy on this list, at least consider doing that, chile.
8. Feed your creativity. Something that I used to be really good at is art. That said, one of my goddaughters is insanely talented, so she has reminded me to tap back into it. Also, a big part of what got me into the writing world is poetry; I actually used to be a house poet at a local spot. Sometimes, my best quality time moments with myself have been revisiting these creative sides of me — and this is definitely easier to do (and enjoy) alone.
9. Try some stargazing. When’s the last time you took a blanket into your backyard, laid down on it, and just stared at the stars for hours on end? While some say that stargazing can teach you to be mindful, others say that being in that form of nature reduces stress, while others believe that looking up at the universe at night can increase your attention span. All solid reasons to give it a shot, if you ask me.
10. DO. ABSOLUTELY. NOTHING. Let me tell you something that nobody will ever be able to make me feel bad about: doing absolutely nothing. I’ve got data to back me up. Good Housekeeping shares that doing nothing can help you decide how you want to respond or react to certain things. I like howThe Guardian says that taking this approach helps you to regain control of what you give your attention to.
TIME magazine says that it can ultimately make you more productive.BBC offers up that it can help you tap into your ingenuity.Henry Ford Health says that it can make you kinder and a better problem-solver. So, if you want to invest in yourself, do nothing sometimes.
Closing Thoughts from the Lovely Javicia Leslie
While some of y'all may know Javicia Leslie from being the former Batwoman, I discovered her back in the day from the indie series Chef Julian (and yes, "Julian" was right to say that "Mo" looks like Tatyana Ali...the real ones know). Sometimes I'll hop on her IG to see what she's got going on and this story popped up within a few hours of me penning this...so, I took it as hella confirmation.
TREAT YO SELF. WAIT FOR NO ONE.
WAIT FOR NO ONE. TREAT YO SELF.
RINSE AND REPEAT.
_____
Sooo…what kind of masterdating plans do you have for this coming weekend? While going out with others has its perks, hanging out with yourself has a ton of ‘em too. Enjoy!
No…for real. ENJOY!
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