We have seen Black women take on business and entrepreneurship in numbers and be incredibly successful in the last decade. What we have specifically seen is Black women stepping into industries where little representation of not only women but Black women are present. The wine and spirits industry is no different.
In recent years, celebrity brands such as Ciroc and Dusse have risen in popularity in our culture, becoming the drink of the party. Black-owned vineyards like Brown Estates in Napa Valley are now changing the narrative around Black people and wine. Historically, we have had our influence in this industry for years but with less acknowledgment. Our taste profile coupled with family recipes have influenced brands such as Jack Daniels, a liquor that can be reportedly traced back to a Black man, Nathan "Nearest" Green.
Amber Ferrell Steele, CEO, and creator of Timeless Vodka is changing the narrative of Black women taking up space in this industry by creating a vodka line that is expertly crafted with everyone in mind. She is a wife and mother who has stepped out into uncharted waters and created a lane for Black women in the spirits industry. It was the creativity of Amber and her husband, Bruce King Steele, that led her to try her hand at creating her own liquor brand. This idea grew legs, and Timeless Vodka was born.
Courtesy of Timeless Vodka
Since then, the Timeless Vodka team has come together organically, with Amber's retailers, distributors, distillery family, and her own family rallying around her. Trust has been a major lesson for Amber because she has only met approximately 35 percent of her team face-to-face. She has had to learn to discern who has her best interest at heart in a very small amount of time, and so far she has been right.
To create her unique product and process, Amber used influences from her family and friends to develop a brand that can compete on the premium beverage stage and is inclusive of everyone. Even down to the smallest detail of the bottle shape, inspired by a syndrome that her daughter English was born with, points to inclusion for adults who still are affected. Without much experience in the industry and little information available, she was able to leverage her skills in sales, as well as her relationships to build her brand and grow it to multiple states during the pandemic.
If you are wondering about the taste, Amber uses a special process that ultra-purifies her vodka as it goes through a distillation process five times to prevent hangovers. It is a clean and elegant process that creates a drink that even when mixed, you don't have to work too hard to make a beautiful tasty cocktail. Amber's key to success? Well, that lies in the fact that she purposely created no plan B because plan A had to work. Amber calls this grit, and it is one of the things she says you need to have in business to be successful where you are not only the sole woman but the only Black woman.
Check out Amber's journey as she details how she built her Timeless Vodka brand and the obstacles she faced.
xoNecole: You have a full-time job and a family. What made you take on entrepreneurship?
Amber Ferrell Steele: Entrepreneurship wasn't something that I actually sought to do, honestly, this was a hobby. And it kind of grew into the business, and I would say entrepreneurship found me, I didn't necessarily find it. I'd be lying if I said it was easy. January 2020 was our official launch. And before we could even really get our feet wet in the industry, we only had a good month and a half before things started shutting down or the fear of things shutting down actually took place
"Honestly, this was a hobby. And it kind of grew into the business, and I would say entrepreneurship found me, I didn't necessarily find it."
I'd be lying if I said it was easy.I can say it's been a very fascinating year to juggle. I have a full-time job. I'm a full-time wife. I'm a full-time mom, and then I have to become a homeschool teacher too. I really had to find time and balance, and time management wasn't something that I was necessarily ever good at. I had to quickly learn how to be good at all of it.
Courtesy of Timeless Vodka
How did you decide to take on the wine and spirits industry?
To a degree, my husband is not a big drinker. I like to drink. I'm willing to try different things, but him, not so much. So whenever I'd make something at home, he would drink it. But we would go to a friend's house or a restaurant, he was drinking just to drink. It wasn't something that he enjoyed the taste of. I asked him what it is, and he said, "I just don't really like the way it tastes," or "I feel like it's heavy."
So the vodka line started off as a joke. I was like OK, we'll just create our own. One day, I was at a sales meeting for my company and I started looking at research on how to create your own brand. It's surprising, there's not a lot of information out there at all. It took me about two years, from start to finish to start to find the flavor profile, and create it.
How did you come up with the name Timeless Vodka?
We already decided what type of flavor we were going to have and the last little piece to the puzzle was the name. I traveled and I had a thirteen-week travel leg, I was only really home on the weekends. Bruce gave me a card and it was handwritten on a regular Walmart card. But he had written a piece in it about what you share with the people that you care about most. Once memory fades, you will still be able to have that feeling that you can always remember. Make the moment count. So that's when we decided, let's call it "Timeless". We decided our catchphrase would be, "Moments matter, make them timeless."
Courtesy of Timeless Vodka
In creating your flavor profile, coming up with your logo, the bottling, etc., can you walk us through that process from concept to the finished product?
I definitely wanted it to be black and white. I thought that it was very timeless, classy, and elegant. It was really important for the bottom to be gray and it signifies that black and white can offer gray. The shape of the bottle is something that was important to me. My daughter was born with amniotic down syndrome. When she was little, she had a small limb deficiency with her fingers and toes and she always liked water bottles.
I kind of thought ahead, there are other adults that are just like English out there, so I thought that having a squatty or wider bottle is easier to grip. You wouldn't believe the amount of people who wanted me to change my bottle shape, label, or design. I really [believe in] standing firmly on what you believe in and what you want. There's not a lot of women in this space. Being able to say this is what I want to do, and this is why it was something I had to learn.
"I really [believe in] standing firmly on what you believe in and what you want. There's not a lot of women in this space. Being able to say this is what I want to do, and this is why it was something I had to learn."
What were some of the business challenges that you encountered while you were building your business?
Not knowing what I was doing. I mean I hate to say you don't know what you don't know until you're in that situation where you really don't know what you don't know. That was my biggest thing. Having to quickly learn different liquor laws for the state that you're in has to be the hardest part of the selling. Learning what I needed to do, legally, [I] can't say I've mastered it.
What are some of the tools that you acquired or that you use now that help you navigate the challenges of becoming an entrepreneur?
I'm pretty close to our distributor, it was nice that I was able to come in and be very honest with them. I do not know everything, but I'm willing to learn. I feel like a lot of people, in general, don't want to take the time to sit back and listen and learn.
Courtesy of Timeless Vodka
Did you ever feel like you had imposter syndrome? And what did you do to kind of get over that?
I don't think I have. There are very few women who own vodka or liquor lines in general. I'm not a celebrity, I'm not wealthy. I'm just a regular person who wants to create a great tasting product for my family and friends. Up until recently, I would go in, make calls and people would have no idea that I was the owner of the brand. I'm just now starting to tap out and say, "My name is Amber, and I'm the owner of Timeless Vodka."
What advice would you give women who are looking to go into entrepreneurship?
If anything, keep your ideas close. Don't tell anyone what you are going to do until it is time for you to do it. Sometimes people will put their fears on your success and on you. As far as going into your own liquor business, just have grit.
If you are interested in purchasing, you can find Timeless Vodka in five states, Texas, Florida, Tennessee, South Carolina, and New Hampshire. It is also available online and ships to 44 states.
Featured image courtesy of Timeless Vodka
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Anyway, I personally think that the less shallow folks out here may contemplate calling things “quits” or they at least distance themselves a bit from their partner (and what I’m referring to is serious relationships) due to all of the stress and strain that oftentimes comes with the holidays whether it be financial, familial, due to their tight schedules or something else.
Listen, I would hate for you and your man to miss the fun and happiness of experiencing this time of year, all because you are so overwhelmed or irritated that you can’t really enjoy it. That’s why I have a few practical tips for how to avoid allowing the typical holiday season stress from INFECTING your relationship.
Manage Your Expectations
GiphyUnmanaged expectations. If there is a main reason why the holiday season tends to be so stress-filled for so many people, I’d bet good money that this is the cause. And when you’re in a long-term relationship, expectations can manifest themselves in all sorts of cryptic and/or unexpected ways. You might have relatives who assume that you are going to be with them for Thanksgiving or Christmas when you have other plans in mind. You might be thinking that you are going to spend one amount for presents while your man is thinking something totally different. When it comes to scheduling, your signals may be crossed.
And you know what? To all of these scenarios, this is where clear and consistent communication come in. Don’t assume anything. Don’t dictate anything either. From now until New Year’s, mutually decide to check in once a week, just to make sure that you are both on the same page as it relates to the holidays and what you both are thinking will come along with it. The less blindsided you both feel, the less stressed out you will be. Trust me on this.
Set (and Keep) a Budget
GiphyOkay, so I read that last year, 36 percent of Americans incurred some type of holiday-related debt. Hmph. Last year, there was still some sense of normalcy in this country, chile, so I can only imagine what finances are gonna look like over the next several weeks. That said, since I don’t know a lot of people who don’t find being broke stressful, make sure that you and your bae set a budget and then stick to it this year — no ifs, ands or buts.
Because really, y’all — it doesn’t make sense to deplete savings and/or max out credit cards for a few days of giggles only to be damn near losing your mind because you don’t know how to make ends meet come Dr. Martin Luther King, Jr. Day.
And by the way, this tip doesn’t just speak to things like food and gifts; I also mean travel. If it doesn’t make a ton of sense (or cents) to be all over the place this year — DON’T BE.
Keep Matthew 5:37 at the Forefront
GiphyIf off the top of your head, you don’t know what Matthew 5:37 says, no worries, here ya go: “But let your ‘Yes’ be ‘Yes,’ and your ‘No,’ ‘No.’ For whatever is more than these is from the evil one.” That verse right there? Oh, it’s a boundaries lifesaver! I say that because do you see “maybe” or “I’ll think about it” in there? Nope. LOL. It says that you should tell people “yes” or “no” and leave it at that — and that complements Anne Lamott’s quote, “’No’ is a complete sentence” impeccably well. Yeah, you’ve got to remember that anything beyond a yes or no to a request is privileged information; you don’t owe anyone details or an explanation.
Besides, if you are really honest with yourself, when someone asks you something and you give a “Umm, let me think about it” kind of reply, more times than not, you already know what your answer is going to be — so why not let you both off of the hook? Give your response. Commit to that. And let everyone (including yourself) get on with their lives and schedules.
I promise you that when it comes to those holiday parties, you are pissing more folks off by not RSVP’ing or doing so and not showing up than just saying, “Thank you but not this year” off the rip.
Remember That Your Personal Space Is Privilege Not a Right
GiphyA friend of mine recently bought a new house and invited me over to come see it. He’s a single man with no children, so as I was taking in all of the space that he had, especially as I walked through his finished basement, I joked about relatives coming to live with him. “Hell no” and “absolutely not” were pretty much his immediate responses as he went on to say that some folks even had the nerve to be offended when he told them that he had no intentions on taking DNA in.
Ain’t it wild how people think that your stuff is their right? And yes, that brings me to my next point. Your home is your sanctuary space. If you want to host folks this year — cool. If not, ALSO COOL. Please don’t let folks (family included) guilt you into how they want you to act or even into what they would do if the shoe was on the other foot. You are not them — and as one of my favorite quotes states, “If two people were exactly alike, one of them would be unnecessary.” (A man by the name Larry Dixon said that.)
Hell, my friends? They know that I am good for sending them random things that they need or even want all throughout the year. Coming over to hang out at my pace, though. Uh-uh. Chalk it up to being a card-carrying member of the ambivert club yet I like keeping my living space personal — and I sleep like a baby, each and every night, for feeling that way.
Always remember that your space, your time, your resources, your energy and shoot, yourself period (including your relationship), are all things that are your own. You get to choose how, when and why you want to share them. The holiday season is certainly no exception.
Cultivate Some “You Two Only” Traditions
GiphyIt’s not uncommon for some couples to hit me up after the holiday season to “detox.” Sometimes it’s due to the financial drama (and sometimes trauma) that they experienced. Sometimes it’s because they allowed their relatives (especially in-laws) to get more into their personal business than they should’ve. More than anything, though, it tends to be because they didn’t get enough quality time together and so ended up feeling “disconnected.”
Please don’t let that happen. Listen, I’m not even a holidays kind of woman and yet, I will absolutely sit myself down with some hot chocolate and chocolate chip cookies to enjoy a Hallmark holiday film or two. Aside from the fact that most of them are lighthearted and sweet, I also like that they usually focus on couples loving on each other amidst all of the holiday beauty and ambiance — which is something that all couples should set aside some time to do.
Maybe it’s a vacation. Maybe it’s a staycation. Or maybe it’s my personal favorite, A SEXCATION. Whether it’s for a few days, the weekend or even overnight — don’t you let the holidays go by without setting aside time for you and your man to celebrate one another. Don’t you dare (check out “Are You Ready To Have Some Very Merry 'Christmas Sex'?”).
GET. SOME. REST.
GiphyI once read that 8 out of 10 people get stressed out over the holidays and 3 out of 10 lose sleep during to it — and when you’re stress-filled and sleep-deprived, that can absolutely lead to hypersensitivity, making mountains out of molehills and even not being in the mood for sex.
Your relationship can’t afford to go through any of this, so definitely make sure to prioritize rest. I don’t care how unrealistic it might seem during this time, sleep should never be seen as a luxury; it will always and forever be a great necessity.
That said, try to get no less than six hours of shut-eye in (check out “6 Fascinating Ways Sex And Sleep Definitely Go Hand In Hand”) and even ask your bae to take a nap with you sometimes (check out “Wanna Have Some Next-Level Sex? Take A Nap, Sis.”). Not only will sleep help to restore your mind, body and spirit but, when it’s with your partner, it’s an act of intimacy that can make you both feel super connected, even in the midst of what might feel like chaos.
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Holiday season stress is real. Still, never give it the permission or power to throw your relationship off. Put you and your man first and let the holidays be what they are gonna be, chile.
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And so, since this is the time of year when catching a cold (and/or the flu) is common, let’s talk about the impact that sleep (and again, a lack thereof) has on your immune system. That way, you can remain as healthy as possible during the fall and winter seasons.
1. Less Sleep Means More Colds
GiphyLike I stated in the intro, I’m pretty sure you’ve heard somewhere that the fall and winter are the seasons when people are most susceptible to catching a cold or coming down with the flu. And that’s exactly why I thought I would start this all off by sharing the fact that some studies reveal that if you get less than six hours of sleep, on a consistent basis, you end up making yourself more vulnerable to coming down with both. In fact, some research says that only 18 percent of people who get six-plus hours of rest caught a cold while almost 40 percent who got less than that did.
The logic behind it all is sleep gives your body time to build up the proteins and cells (like cytokines and T-cells) that you need to fight off certain viruses. So, if nothing bothers you more than having a stuffy nose or stubborn cough when it’s cold outside, getting more sleep is one way to prevent that from happening to you.
2. Less Sleep Means More Allergy Symptoms
GiphyAt the end of the day, an allergy is basically what transpires whenever your immune system “overreacts” to something that other people’s systems do not. And since sleep is what helps to keep your immune system nice and strong — well, I’m sure you get how less allergy-related symptoms and more sleep go hand in hand. Also, since sleep helps to decrease bodily inflammation (more on that in a bit) and inflammation can also intensify allergy symptoms, that’s just one more reason to get as much shut-eye as possible.
3. Less Sleep Means Potential Diabetes and Heart Disease
GiphyDid you know that in 2024, Black women were diagnosed with diabetes 24 percent more than any other adult demographic. Also, it continues to be a reality that heart disease is the leading cause of death for Black women. These two sobering statistics alone should be enough of an incentive to do whatever you can to keep the risk of diabetes and heart disease way down.
One way to do that is by getting more sleep. Aside from the fact that sleep strengthens your immune system to where it is easier for you to fight off illness and diseases, sleep can keep your blood sugar levels in a healthy space; plus, when it comes to your heart, it gives it, along with your arteries and blood vessels a break.
4. Less Sleep Means Less Time for Your Body to Push “Reset”
GiphyIf you really stopped to consider all that your body goes through during the day (you can read some about that here), you definitely would respect it enough to do your best to thank it by giving it no less than six hours of sleep, each and every night. Sleep is what helps to slow your brain and body down so they are able to “refuel” for the next day. After all, how can your body prevent you from getting sick if your immune system is too worn out to fight ailments off? Exactly.
5. More Sleep Helps You to Fight Off Infections
GiphySpeaking of, in order for your body to fight off infections, there are certain cells and antibodies within you that need to be healthy and strong — one way that they get and stay that way is by you getting a good amount of sleep. For instance, remember when I touched on cytokines earlier? Well, the same way that they help to prevent colds, they also help to prevent infections too. And since sleep lowers your cortisol (stress) levels, rest gives your body the time and space to build up an army that can fight off free radicals and other health-related challenges while you are awake.
6. More Sleep Lowers Bodily Inflammation
GiphyWhenever a health-related issue is mentioned on this platform, inflammation is something that is mentioned quite a bit. Probably the easiest way to explain inflammation is it’s how your body responds/reacts whenever something is happening to your body that shouldn’t be, whether it’s an illness, an injury, a germ or something that you may be allergic to.
If you happen to have chronic inflammation, some symptoms that are associated with that include fatigue, stiff joints, skin rashes, weight gain and moodiness.
The interesting thing about all of this is if you aren’t getting enough rest, you could be triggering inflammation in your body. That’s because studies reveal that a lack of sleep can elevate molecules that are associated with inflammation. So, if you don’t want inflammation to increase within your system, you should definitely catch more zzz’s.
7. More Sleep Regulates Hormones
GiphyWhen it comes to hormones like serotonin, estrogen and cortisol, believe it or not, they play a role in how your immune system acts and overreacts. That’s because, if your hormones are out of balance, that can cause your immune system to work harder than it actually should and that can make you more vulnerable to sickness. One way to keep your hormones leveled out? SLEEP.
That’s because sleep gives your body the opportunity to rest, repair and restore your hormone levels. On the other hand, when you are sleep deprived, that can put/keep your hormones on the ultimate roller coaster ride. #notgood
8. More Sleep Strengthens Vaccines
flu shot GIF - Find & Share on GIPHYGiphyIf you’re someone who is good for getting some sort of vaccine around this time of the year, make sure that you rest up before and after getting your shots. Not only does adequate rest before a vaccination help your immune system to be better receptive to your shots but sleep also helps your body to build up enough antibodies to make your vaccinations effective after getting them. Because if you’re gonna get pricked, shouldn’t it be worth it? My thoughts exactly.
Get some freakin’ sleep! Your immune system depends on it.
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