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How This CEO Is Changing The Narrative Of Black Women In Spirits
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
This article is sponsored by Hulu.
UnPrisonedhas returned for its highly anticipated second season, delving deeper into the complex dynamics of the Alexander family.
The series premiere comes a year after its debut season garnered rave reviews from fans and critics and earned record-breaking ratings for Hulu's Onyx Collective brand. UnPrisoned's success can be attributed to its raw, relatable themes and comedic appeal.
Inspired by creator Tracy McMillan's life, the show follows Paige (Kerry Washington), a therapist and single mother whose life takes an unexpected turn when her father, Edwin (Delroy Lindo) --who was released from prison-- moves in with her and her teenage son, Finn (Faly Rakotohavana).
Throughout UnPrisoned's first season, viewers witnessed how Edwin's incarceration deeply affected Paige's life and relationships. In the series, Paige unpacks her trauma through interactions with her inner child and her online followers. Meanwhile, Edwin is overcoming specific struggles with his own past that led to his life of crime, including a dysfunctional upbringing and his mother's arrest. As the Alexanders attempt to reconcile, new challenges arise.
This new season promises to further explore their unconventional family dynamic. Here are several compelling reasons why season two of UnPrisoned should be on everyone's watchlist.
The Alexander Family Life Is Still In Shambles
UnPrisoned's second season resumes where the series left off, with Paige grappling with the fallout from her troubled therapy practice and Edwin navigating life independently after moving out. Meanwhile, Finn faces his own challenges. The teenager is battling anxiety and seeking information about his father—a topic Paige avoids discussing.
The Alexander Family Are Attending Therapy To Resolve Their Underlying Issues
Amid the chaos in their lives, the Alexander family decides to mend their bond by confronting their past traumas. They seek professional help and attend therapy sessions with a “family radical healing coach,” played by John Stamos, a new cast member. This collective effort aims to unravel the complexities of their shared history and strengthen their relationships.
The process of unraveling each character's internal conflicts and their potential impact on future relationships may clash with Paige's textbook therapy approach. While Paige is used to being in the therapist's seat in both career and family, this forces her into the unfamiliar role of a patient during therapy sessions. This shift would compel her to look in the mirror and try a radically different approach.
The Alexander Family Learned A Big Lesson During A Therapy Session
In therapy, the Alexanders are tasked with addressing their individual traumas to salvage their remaining relationships. One of the family therapist’s eccentric suggestions was an exercise involving a family wrestling match. During this session, Paige faces tough questions about her refusal to share information about Finn's father.
While it's unclear whether this scene is reality or fantasy, the image of the family duking it out in the ring certainly makes for hilarious yet compelling television.
Paige Tries Dating Again Following Failed Relationships
Amid her life's chaos, Paige decides to step back into the dating field. However, her many attempts have left her with mixed results. The dating apps have turned out to be a fail, and an outing with her ex Mal (Marque Richardson), who is also her father's parole officer, doesn’t go quite as expected after he brings an unexpected guest – his new girlfriend.
The situation takes an awkward turn when Mal's new partner learns why the former couple split, partly due to Paige's self-sabotage.
UnPrisoned Is A Perfect Balance Of Comedy And Drama
As a dramedy, UnPrisoned takes a comedic approach to its heavy subjects. The show takes us on a ride with Paige's dating misadventures and navigating a friendship with her ex.
Other lighthearted moments include Edwin's attempts at CPR based on online videos and, of course, the antics of the Alexander family's unconventional new healing coach.
The second season of UnPrisoned is now available on Hulu.
UnPrisoned | Season 2 Trailer | Hulu
Feature image courtesy
Wealthy Restaurant Owner Shares The Money-Saving Hack She’s Used Since Childhood
“It doesn’t matter how big or small your finances are, the real gem is prioritizing what you have,” that’s the candor advice Ebony Austin, owner of Noveau Bar and Grill made sure she emphasized in our authentic convo. As a multi-hyphenated go-getter, she’s created more than 100 job opportunities and given away over $100 million to the community. When I inquired about her secret, she simply credits her skill to proper planning and a trusted team.
But the more the discussion progressed, the depth of that answer was revealed. Ebony opened up about how saving during the pandemic, a time when many businesses were forced to close their doors, aided her through difficult chapters. And after our authentic conversation, it made the importance of saving and business research crystal clear. Check out the convo below.
What was your journey like into money management? Have you always been good with your finances?
Yes, I learned it early. My grandparents had a construction company when I was growing up and my grandmother would teach me that with everything they worked for, she’d put 30% away. So no matter how many jobs I’ve had, once I tithed, I’d put up 30% away too. If I couldn’t pay my bills with that remainder, I’d get a second job. As crazy as it sounds, I’ve always been amazing at that.
So you’re definitely more of a saver then a spender, right?
Well, yes, but I do have a shopping addiction. But I save a lot. I’ve gone months and months without buying anything, then I’ll just go buy something big or small. But I’ve always known I still need backup plans. The beauty of having it is that you’re never trying to scramble. Even with my first property, I didn’t have any problems because my money was seasoned. I’ve always been consistent and knew a certain amount of money was going in the bank every paycheck.
Photo by Rari Filmz
Okay, so I can’t ignore the “shopping addiction” comment. Tell me about your splurge
So Louis Vuitton and Chanel are my favorites. Then I’m really big on supporting Black-owned businesses. I put that in my budget every month – sometimes a few times a month.
That’s a good one! What advice do you have for people trying to tighten up their budget?
Prioritize. When the pandemic happened, it gave us all a new outlook on life and what’s important. For example, going out to eat with my friends and family is essential. So I take time out monthly and figure out my expenses. For example, a lot of my friends are Tauruses, so that month, I need to plan extra birthday dinners. It only takes me like an hour, but it makes such a difference. People need to figure out what that looks like for them.
And what is your current final goal? Like, do you have a retirement plan?
Yes, once I get Noveau to 100 million! My biggest goal is for my team members to buy homes and establish themselves. But my end goal would be 15-20 restaurants, with five being investment restaurants. Also, of course, I want properties. I understand the importance of owning land. I think those are the main things.
Okay, so what is the worst piece of business advice you’ve been given?
Someone told me that I don’t need finances to open up a business. People say if you have a 590 credit score you can start it, but why would you do that? I mean you can do it with that score, but the interest looks way different. Build your credit first and avoid the extra costs. I used my own money to start a lot of businesses. Now when I look back I wouldn’t have even done it that way.
How would you have done it?
I would’ve used the bank's money. When you’re building your first location it can be really hard, but they do give them out. But you can’t just come in with a concept with no experience and ask for $100,000. No one will bet on that or believe in it. But if you have a concept, with a real plan and projections, start off with lines of credits. You can start small and build your business with $5,000.
Out of curiosity, what are your thoughts on investing and how do you do it?
I’ve invested in two restaurant concepts. Also, I have my own real estate investment company where we build, sell, and flip. I think investments are important to keep. Some of them require work. Personally, real estate is always key. To me it’s a safe option but they’re smart in general. That’s the only way you get to certain goals. Don’t let money sit in the bank – invest it.
Are there any unhealthy habits you had to unlearn in regards to investing or money management in general?
I had to learn to say no. A lot of times, everybody wants something. It’s hard to say no to people who are capable of doing things for themselves.
Heavy on the “who are capable of doing things for themselves.” What’s been your biggest struggle in building your business? Was there ever a moment you questioned it?
As an entrepreneur, we all have those moments where we’re ready to throw in the towel. But my biggest challenge was building a team and getting the word out there. But I also know God doesn’t make mistakes. At the time, the more I prayed and started to get to know the team, I came to the realization that I needed to let go of almost all of them. It wasn’t just about what was aligned with me and my purpose but also Nouveau.
Also, I had to separate myself and the business because I’m not going to care if they’re late three times in a row but the business will. Those were the most challenging things for me: saying no, building the right team, and separating the business and myself.
God heard every prayer though. Because now the team at Nouveau is amazing. They put all the pieces together. It’s all about praying and taking care of your people.
Finally, what does wealth look like to you?
Making sure my family is good and my mother doesn’t have to work again. Also, wealth is ensuring my team is reaching their goals. I teach my team how to save money, too. It makes no sense that I’m the only one that’s profitable. When I became a millionaire, my goal was to figure out who I’ll make the next millionaire. I want families to understand how we get here and how we stay here. Wealth is not a one-woman show.
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Feature image by Rari Filmz