We all know it's been rough this past year, and even 2021 has started off with quite a bit of ruckus. And there's always that sense of wanting to do whatever we can to ensure we're financially stable and able to take on whatever other craziness might be to come. So, anything that will allow us to either make or save money is a good look. So when I recently heard about a family member getting involved in a sou-sou, I was intrigued.
This wouldn't be the first time I'd heard of the concept. A few of my Caribbean friends and family have participated in a form of it they call "partner" (or "paht-nuh" if ya know patois. Big up yaself!) But what is a sou-sou or partner, you ask? It's an informal savings club, typically run by a "banker," that allows you to deposit money into a "pot," and once the pot grows, you get a certain sum of money when your "turn" comes around.
It's been called the "poor man's savings club," and it's something that has been embraced by Latin, Caribbean and African communities for generations. And the reason for it makes sense. Some have traced the concept centuries back, when West Africans pooled their money via an "esusu." Others might credit their popularity to the fact that many people of color faced extreme racism in the banking industry and could not utilize the traditional options for building savings. Add to that the fact that many did not trust banks, thus a sou-sou or partner was ideal.
I decided to get some insights from a few women on their own experiences with these sort of savings clubs. Here's what they had to say:
A Cautious Participant
My family member who recently participated in a partner told me that she'd had a bad experience in a previous one. (By request, I'm going to leave her identity anonymous.) She and her husband put in $400 but by the time it was their turn to collect on the $4,000 pot, people had dropped out of the group. They ended up getting a refund. After that experience, she just didn't take the whole concept seriously. "I really don't have time or money to waste, and I don't like when there's any sort of mix up or confusion when dealing with money," she told me. "We were able to get our money back because the person we were dealing with was honest. Thank God for that."
Image via Giphy
This same family member decided to try again with a different group and a lower deposit. She knew another in-law who had already gotten her $4,000 share after putting in less than $200 three months earlier. "At least with this one, there's a clear system. They even have Zoom calls to explain things, and the leaders of it use a spreadsheet. There's a good number of people in the group to make the numbers make sense. The bankers also have rules, and when members of the group don't follow them, they are immediately refunded what they put in and removed. It's just $100 this time, so I decided to give it another try."
She added that while she has traditional bank accounts, participating in such a group has an allure because of the instant money available once your turn comes to cash in. "Who wouldn't want to get $4,000 after only investing a small sum? It's a nice bonus that can definitely come in handy."
Image via Giphy
Generational Money Moves
Gaynete Jones, a podcast host and founder of Best, Periodt, a femcare brand, is from Bermuda and has always been an enterprising self-starter. The concept of a partner was one she too was introduced to by family. "My grandmother runs a savings club with family and friends. I love doing it as it's a great way to keep her mind sharp," Jones said. "My husband and I both participate with two 'hands' of $50 each, so we pay $100 each a week, and twice a year [we] both receive $2,500 back ($5,000 each). It's by no means our only way to save, but it's a unique way to stack coins that we enjoy participating in."
Jones explained that participants "get in" what they pay out since the partner runs 50 of the 52 weeks a year. "We've never had any delays or nonpayments, and we've been participating for years. The key is to participate with a group that is run by someone dependable, who vets trustworthy members—no complaints over here."
She uses the funds to nurture her enterprise projects. "Currently, my new business is the lucky recipient. While the $5,000 is only a drop in the bucket when looking at the capital required to run the start up, every bit counts. If you can find a trust-worthy group with a great track record (and you're dependable yourself), it's worth checking out for sure. I've heard horror stories from others participating in other groups, so I would never blindy recommend them. As with everything, do your research and determine if it's the best fit for you."
Featured Image via Giphy
Meet the 'Banker'
Shana Cole, founder of The Shana Cole Collection and Soignee By Shana Cole, is another island girl with a knack for financial savvy that started at a young age. Jamaican-born, she led a partner as a teen. "I started sou-sou when I was in high school. It was a way of savings for me. I used to save to buy my outfits and things that my parents wouldn't buy me. I've been joining with credible people since then and I now run a couple which are all successful."
Cole said she's been able to buy a car, get inventory stock for her business, finance awesome vacations and pay off debts. "I'm about to pay off my student loan [with savings from] my current one. I've even seen people use it for a down payments on a house."
Cole warns that those interested in participating must understand risks like a shady "banker" running off with the money, and her concerns echo that of experts who advise consumers to avoiding scams, especially savings group advertisements that are sent from random Facebook, Instagram, or Twitter accounts.
Image via Giphy
So, should you join an informal savings group or "partner" to reach your financial goals during the pandemic? My verdict is to proceed with caution, do your research, and be sure you are comfortable handing your hard-earned money to the people involved. If you have doubts, just don't do it sis.
Financial literacy advocates have even said that some people looking to participate should instead invest in the usual options of interest-bearing savings accounts, stock market investments, small loans, or financial advisement from a certified professional to cultivate debt reduction plans. There are also a plethora of employment, housing, business, and other resources for people struggling financially due to the pandemic. (There are a few good ones here, here, here and here.)
All in all, as my Granny would say, "Don't write a check you can't cash, and don't get into a pickle you can't eat." If you're already in a financial bind, this definitely isn't a good option, and it really shouldn't be something you think of as a "get rich quick" solution. Traditional sou-sous do not focus on profit but on savings, so if you hear promises that you'll make a certain amount after a specific short period of time, you might have the making of a pyramid scheme on your hands and a great reason to just say no.
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RELATED
So, we handpicked one hundred It Girls who embody that palpable It Factor moving through us as young Black women, the kind of motion lighting up the world both IRL and across the internet.
It Girl 100 became xoNecole’s most successful program, with the hashtag organically reaching more than forty million impressions on Instagram in just twenty-four hours. Yes, it caught on like wildfire because we celebrated some of the most brilliant and influential GenZennial women of color setting trends and shaping culture. But more than that, it resonated because the women we celebrated felt seen.
Many were already known in their industries for keeping this generation fly and lit, but rarely received recognition or flowers. It Girl 100 became a safe space to be uplifted, and for us as Black women to bask in what felt like an era of our brilliance, beauty, and boundless influence on full display.
And then, almost overnight, it was as if the rug was pulled from under us as Black women, as the It Girls of the world.
Our much-needed, much-deserved season of ease and soft living quickly metamorphosed into a time of self-preservation and survival. Our motion and economic progression seemed strategically slowed, our light under siege.
The air feels heavier now. The headlines colder. Our Black girl magic is being picked apart and politicized for simply existing.
With that climate shift, as we prepare to launch our second annual It Girl 100 honoree list, our team has had to dig deep on the purpose and intention behind this year’s list. Knowing the spirit of It Girl 100 is about motion, sauce, strides, and progression, how do we celebrate amid uncertainty and collective grief when the juice feels like it is being squeezed out of us?
As we wrestled with that question, we were reminded that this tension isn’t new. Black women have always had to find joy in the midst of struggle, to create light even in the darkest corners. We have carried the weight of scrutiny for generations, expected to be strong, to serve, to smile through the sting. But this moment feels different. It feels deeply personal.
We are living at the intersection of liberation and backlash. We are learning to take off our capes, to say no when we are tired, to embrace softness without apology.
And somehow, the world has found new ways to punish us for it.
In lifestyle, women like Kayla Nicole and Ayesha Curry have been ridiculed for daring to choose themselves. Tracee Ellis Ross was labeled bitter for speaking her truth about love. Meghan Markle, still, cannot breathe without critique.
In politics, Kamala Harris, Letitia James, and Jasmine Crockett are dragged through the mud for standing tall in rooms not built for them.
In sports, Angel Reese, Coco Gauff, and Taylor Townsend have been reminded that even excellence will not shield you from racism or judgment.
In business, visionaries like Diarrha N’Diaye-Mbaye and Melissa Butler are fighting to keep their dreams alive in an economy that too often forgets us first.
Even our icons, Beyoncé, Serena, and SZA, have faced criticism simply for evolving beyond the boxes society tried to keep them in.
From everyday women to cultural phenoms, the pattern is the same. Our light is being tested.
And yet, somehow, through it all, we are still showing up as that girl, and that deserves to be celebrated.
Because while the world debates our worth, we keep raising our value. And that proof is all around us.
This year alone, Naomi Osaka returned from motherhood and mental health challenges to reach the semifinals of the US Open. A’ja Wilson claimed another MVP, reminding us that beauty and dominance can coexist. Brandy and Monica are snatching our edges on tour. Kahlana Barfield Brown sold out her new line in the face of a retailer that had been canceled. And Melissa Butler’s company, The Lip Bar, is projecting a forty percent surge in sales.
We are no longer defining strength by how much pain we can endure. We are defining it by the unbreakable light we continue to radiate.
We are the women walking our daily steps and also continuing to run solid businesses. We are growing in love, taking solo trips, laughing until it hurts, raising babies and ideas, drinking our green juice, and praying our peace back into existence.
We are rediscovering the joy of rest and realizing that softness is not weakness, it is strategy.
And through it all, we continue to lift one another. Emma Grede is creating seats at the table. Valeisha Butterfield has started a fund for jobless Black women. Arian Simone is leading in media with fearless conviction. We are pouring into each other in ways the world rarely sees but always feels.
So yes, we are in the midst of societal warfare. Yes, we are being tested. Yes, we are facing economic strain, political targeting, and public scrutiny. But even war cannot dim a light that is divinely ours.
And we are still shining.
And we are still softening.
And we are still creating.
And we are still It.
That is the quiet magic of Black womanhood, our ability to hold both truth and triumph in the same breath, to say yes, and to life’s contradictions.
It is no coincidence that this year, as SheaMoisture embraces the message “Yes, And,” they stand beside us as partners in celebrating this class of It Girls. Because that phrase, those two simple words, capture the very essence of this moment.
Yes, we are tired. And we are still rising.
Yes, we are questioned. And we are the answer.
Yes, we are bruised. And we are still beautiful.
This year’s It Girl 100 is more than a list. It is a love letter to every Black woman who dares to live out loud in a world that would rather she whisper. This year’s class is living proof of “Yes, And,” women who are finding ways to thrive and to heal, to build and to rest, to lead and to love, all at once.
It is proof that our joy is not naive, our success not accidental. It is the reminder that our light has never needed permission.
So without further ado, we celebrate the It Girl 100 Class of 2025–2026.
We celebrate the millions of us who keep doing it with grace, grit, and glory.
Because despite it all, we still shine.
Because we are still her.
Because we are still IT, girl.
Meet all 100 women shaping culture in the It Girl 100 Class of 2025. View the complete list of honorees here.
Featured image by xoStaff
Then there were those who gave up their zip code altogether and found a permanent home in the skies. After years spent recruiting students for a university, Lisa-Gaye Shakespeare became a full-time travel influencer and founded her travel company, Shakespeare Agency. And she's not alone.
These stories mirror the experiences of women across the world. For millions, the pandemic induced a seismic shift in priorities and desires. Corporate careers that were once hailed as the ultimate “I made it” moment in one's career were pushed to the back burner as women quit their jobs in search of a more self-fulfilling purpose.
xoNecole spoke to these three Black women who used the pandemic as a springboard to make their wildest dreams a reality, the lessons they learned, and posed the question of whether they’ll ever return to cubicle life.
Answers have been edited for context and length.
xoNecole: How did the pandemic lead to you leaving the cubicle?
Randi: I was becoming stagnant. I was working in mortgage and banking but I felt like my personality was too big for that job! From there, I transitioned to radio but was laid off during the pandemic. That’s what made me go full throttle with entrepreneurship.
Gabrielle: I moved around a lot for work. Five times over a span of seven years. I knew I needed a break because I had experienced so much. So, I just quit one day. Effective immediately. I didn’t know what I was going to do, I just knew I needed a break and to just regroup.
Lisa-Gaye: I was working in recruiting at a university and my dream job just kind of fell into my lap! But, I never got to fully enjoy it before the world shut down in March [2020] and I was laid off. On top of that, I was stuck in Miami because Jamaica had closed its borders due to the pandemic before I was able to return.
Randi O
xoN: Tell us about your journey after leaving Corporate America.
Randi: I do it all now! I have a podcast, I’m an on-air talent, I act, and I own a public relations company that focuses on social media engagement. It’s all from my network. When you go out and start a business, you can’t just say, “Okay I’m done with Corporate America,” and “Let me do my own thing.” If you don’t build community, if you don’t build a network it's going to be very hard to sustain.
Gabrielle: I realized in New York, there was not a lot to do for Black lesbians and queer folks. We don’t really have dedicated bars and spaces so I started doing events and it took off. I started focusing on my brand, Raw Honey. I opened a co-working space, and I was able to host an NYC Pride event in front of 100,000 people. I hit the ground running with Raw Honey. My events were all women coming to find community and come together with other lesbians and queer folks. I found my purpose in that.
Lisa-Gaye: After being laid off, I wrote out all of my passions and that’s how I came up with [my company] Shakespeare Agency. It was all of the things that I loved to do under one umbrella. The pandemic pulled that out of me. I had a very large social media following, so I pitched to hotels that I would feature them on my blog and social media. This reignited my passion for travel. I took the rest of the year to refocus my brand to focus solely on being a content creator within the travel space.
Gabrielle
xoN: What have you learned about yourself during your time as an entrepreneur?
Randi: [I learned] the importance of my network and community that I created. When I was laid off I was still keeping those relationships with people that I used to work with. So it was easy for me to transition into social media management and I didn’t have to start from scratch.
Gabrielle: The biggest thing I learned about myself was my own personal identity as a Black lesbian and how much I had assimilated into straight and corporate culture and not being myself. Now, I feel comfortable and confident being my authentic self. Now, I'm not sacrificing anything else for my career. I have a full life. I have friends. I have a social life. And when you are happy and have a full quality of life, I feel like [I] can have more longevity in my career.
Lisa-Gaye: [I'm doing] the best that I've ever done. The discipline that I’m building within myself. Nobody is saying, ‘Oh you have to be at work at this time.’ There’s no boss saying, ‘Why are you late?’ But, if I’m laying in bed at 10 a.m. then it's me saying [to myself], 'Okay, Lisa, get up, it's time for you to start working!’ That’s all on me.
xoNecole: What mistakes do you want to help people avoid when leaving Corporate America?
Randi: You have to learn about the highs and lows of entrepreneurship. You have a fast season and a slow season and I started to learn that when you're self-employed the latter season hits hard. Don't get caught up on the lows, just keep going and don't stop. I’m glad I did.
Gabrielle: I think everyone should quit their job and just figure it out for a second. You will discover so much about yourself when you take a second to just focus on you. Your skill set will always be there. You can’t be afraid of what will happen when you bet on yourself.
Lisa-Gaye: When it comes to being an influencer the field is saturated and a lot of people suffer from imposter syndrome. There is nothing wrong with being an imposter but find out how to make it yours, how to make it better. If you go to the store, you see 10 million different brands of bread! But you are choosing the brand that you like because you like that particular flavor.
So be an imposter, but be the best imposter of yourself and add your own flair, your own flavor. Make the better bread. The bread that you want.
Lisa-Gaye Shakespeare
xoNecole: Will you ever return to your 9 to 5?
Randi: I wouldn’t go back to Corporate America. But I don’t mind working under someone. A lot of people try to get into this business saying, “I can't work under anyone.” That’s not necessarily the reason to start a business because you're always going to answer to somebody. Clients, brands, there’s always someone else involved.
Gabrielle: I went back! I really needed a break and I gave myself that. But, I realized I’m a corporate girl, [and] I enjoy the work that I do. I’m good at it and I really missed that side of myself. I have different sides of me and my whole identity is not Raw Honey or my queerness. A big side of me is business and that’s why I love having my career. Now I feel like my best self.
Lisa-Gaye: I really don’t. For right now, I love working for myself. It's gratifying, it's challenging, it's exciting. It’s a big deal for me to say I own my own business. That I am my own boss, and I'm a Black woman doing it.
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Featured image courtesy of Lisa-Gaye Shakespeare
Originally published on February 6, 2023