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.
Dr. Jacqueline Dow has always had a passion for improving women's health through proper nutrition and fitness, so when she graduated in 2018 with her doctorate in Public Health, she knew that a traditional nine-to-five would limit her ability to serve the women in her community. As a result, she launched her athleisure apparel company J. Dow Fitness to promote holistic wellness, fitness and self-confidence among women of all shapes and sizes. She continues to address the disproportionate prevalence of chronic disease and health disparities among women of color through health education, health advocacy, and research science.
In this week's feature, meet Dr. Jacqueline Dow of J. Dow Fitness.
Courtesy of Dr. Jacqueline Dow
Brand: CEO of J. Dow Fitness
Location: Atlanta, GA
Year Founded: 2018
# of Employees: None
30-Second Pitch: J. Dow Fitness is a black female owned athleisure apparel company established to promote holistic wellness, fitness and self-confidence among women. J. Dow Fitness caters to women of every body type by offering sizes that range from small to 2XL.
What inspired you to start your brand?
As a research scientist, I have analyzed risk factors that lead to negative health complications among Black women, infants and children for several years. I know the key to combating chronic diseases that disproportionately impact women of color include physical activity and proper nutrition. Starting my own business gave me the opportunity to merge my scientist background with public health practices known to effectively improve women's health and pregnancy outcomes.
What was your a-ha moment that brought your idea into reality?
In 2018, I graduated from Morgan State University with my Doctor of Public Health (DrPH) degree. As I prepared for graduation, I reached an interesting period in my career. As an employee (of a corporate organization), I did not have the freedom to focus on my passion and professional expertise, which is women's health among minorities in particular. Instead of remaining frustrated, I took my destiny into my own hands and created J. Dow Fitness, LLC.
Who is your ideal customer?
Every woman is the ideal customer for J. Dow Fitness! Whether she is a fitness instructor, a marathon runner, or just beginning her fitness journey, we have something special for every woman! Also, J. Dow Fitness athleisure apparel can easily be worn causally! It is the perfect outfit for the rigorous workout, lunch with friends and even a casual date.
What makes your business different?
J. Dow Fitness offers unique athleisure apparel different from any other company. Our leggings are high-waist and provide amazing tummy control. Our sports bras are longer when compared to traditional sports bras and provide great support. In addition, our athleisure apparel offers bright colors, fun patterns and quality fabric.
What obstacles did you have to overcome while launching and growing your brand? How were you able to overcome them?
Initially, one of my challenges was identifying the face of my brand. It was very important that the images utilized for marketing and advertising be inclusive of every woman. As a result, I have been very intentional on identifying models of all hues, shapes and body types. However, it is extremely important that my customers also know and understand who I am and why I decided to start my business.
What was the defining moment in your entrepreneurial journey?
November 2018 was the defining moment for my entrepreneurial journey. Only four months after launching J. Dow Fitness, I found myself a new vendor at The Village Market Black Friday Experience in Atlanta. It was an invaluable opportunity that completely changed my perspective as a new business owner. I was literally blown away by the amount of encouragement and exceeding number of Black women excited about my product.
Where do you see your company in 5-10 years?
In 5-10 years, there will be major expansion for J. Dow Fitness. In addition to growing our brand, J. Dow Fitness athleisure apparel will be offered in gyms and fitness studios not just in Atlanta, but across the United States. The ultimate goal is for J. Dow Fitness athleisure apparel to be offered in major department stores such as Macy's.
Where have you seen the biggest return on investment?
So far, the biggest return on investment has been vending at several major events. This setting has provided unexpected networking opportunities and the ability to meet so many amazing women. In addition, it has allowed me as the business owner to personally introduce my brand and product to so many women.
Biggest lesson(s) you’ve learned in business?
- Don't be afraid to step out of your comfort zone.
- Once you identify where money is being wasted, adjust immediately.
- Stretch yourself to be the face of your brand.
- Always keep your customer in mind when identifying new products.
- Identify which marketing strategies are most effective for your business.
For more of J. Dow Fitness, follow them on social media @jdowfitness.
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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