If you are a business owner with a product to sell, you've probably considered becoming a vendor as a marketing tool to make additional revenue. The personalized interaction you get with prospective clients and customers is essential for every business. Vending doesn't just look like a booth at a conference, and it's not just for people who sell jewelry or hair products.
Vending can come in the form of a conference buying your service or products for gift bags, pop-up activations, VIP lounges, or decor. On August 3, in partnership with Toyota Corolla, xoNecole is hosting our first-ever ElevateHER Crawl event in Atlanta, where black women business owners are encouraged to apply to become vendors in a mecca of black girl magic.
If you're curious about what it takes to become a vendor, we spoke to four women who know firsthand and shared their advice on making the most out of vending:
Why Vending May Work for You
Gwen Beloti, founder of women's apparel and accessories brand Gwen Beloti Collection
Courtesy of Gwen Beloti
Vending is a great way to supplement your online and purchase order sales or be a standalone side hustle. "It's also a chance to get feedback about your product. You get true, real, and live reactions. I think it's a great idea to invite people to share their thoughts on your items and to welcome the feedback," shared Gwen Beloti, founder of the women's wear brand of apparel and accessories Gwen Beloti Collection.
Beloti, who started her collection 2008, was hesitant to become a vendor and did not think it would be necessary for her business, but her thoughts about the process were proven wrong once she started vending in late 2018.
"There is so much value in the opportunity to tell your brand and product story to new people in a variety of settings. For a while, I found some comfort in hiding behind the laptop screen, but there is so much power in human connection," she shared.
Since she runs her clothing line as an e-commerce business without a brick and mortar, she has found vending to be a pleasant experience "to engage up close and personal" with customers at events, pop-ups, and markets.
Vend Where Your Audience Is
Understanding your audience and what events they are attracted to will help you decide what conferences, brunches, or panels align with your marketing strategy. Joi-Marie McKenzie, the author of The Engagement Game, suggests you "only vend where you have a personal connection with the audience, or believe you can build one. Otherwise, it may be wasted effort and time." Her most successful opportunities vending opportunities are those where there are black women are attending.
Shanae Jones, founder of the hip-hop inspired herbal tea company Ivy's Tea Co., ensures she is investing her marketing dollars in the right events by doing research, asking event organizers for attendee demographics and looking at past exhibitor companies. "Who was there last year? Are they a competitor or do we have some overlap in our customer segment(s)? Are they coming back?" are all questions she asks herself before exhibiting. She takes it a step further by reaching out to previous vendors regarding their experiences.
Leverage Speaking Engagements for Vending Opportunities
Joi-Marie McKenzie, author of 'The Engagement Game'
Courtesy of Joi-Marie McKenzie
As you begin to build your brand and gain momentum for your products or services as a speaker, utilize those opportunities to make sales by setting up a booth. For McKenzie, she leverages her speaking engagements into opportunities to sell her book. "There is no better way to sell your message, your product, and your book than connecting with people face to face. When you're interacting in person, not only do you share your message more fully and completely, you're able to connect better with your audience," she explained.
McKenzie asks event organizers if she can set up a table to sell her book before and after her speaking opportunity and finds this tactic to be helpful for book sales. "Most authors know that you don't have a lot of money on tour, but still I'd invest in book stands, Square card readers so you're able to accept electronic payments, a nice table cloth and a pop-up sign, which you can buy for as low as $99," she shared.
Product Placement is a Form of Vending
Lashae Bey, founder and creator of Lotti Belle Beauty
Courtesy of Lashae Bey
Lashae Bey, founder and creator of Lotti Belle Beauty, said that her vending experience has come in the form of product placement in gift bags and activations. The eco-friendly and organic beauty products was a vendor for Blavity's Summit 21 beauty store, Chateau 21. The pop-up experience gives attendees access to beauty products where they can select five complimentary items to take home with them.
Bey also sponsored Karen Civil's 7th Annual Live Civil Brunch by sponsoring product for the gift bags. Her opportunities to vend vary as some companies reach out to her while other she pitches with a partnership marketing deck and product pitch deck to share with companies. "If I feel it's a good fit for me and I can expand my visibility to a new market, I'll consider it. When I first started my company Lotti Belle Beauty [in] November 2017, I knew my goal was to do 1-2 sponsorship collaborations per year. That meant either donating my products to go inside gift bags or vending for special events," she explained.
Make Sure to Cover Vendor Costs
Before you become a vendor, you have to understand the costs that some opportunities will bring. Budgeting for vendor booth costs and other fees will allow you to make goals to hit profit or recover the investments you prepared to participate in the event. Jones estimates what she will make before investing in a vendor opportunity. She cuts the expected attendee amount by half, then considers how many items she's likely to sell considering the demographics, which lets her know how much product to bring. "Factor in travel expenses, lodging, food, and miscellaneous expenses and you're not likely to make a ton of money unless the event is very close to home for you," she advised.
McKenzie learned through experience that some conferences and events require insurance to sell. "It's typically not expensive (no more than $150), but it should be added into your budget."
Bey learned that you need a plan A, B, and C when it comes to vending your products. "Shipping constraints when shipping large bulk orders and factoring in the cost for damaged or lost items. Also, having a great assistant or someone to help you during the day is a bonus, too."
Make Your Presence Known at the Conference
Joi-Marie McKenzie at one of her booths while vending at an event
Courtesy of Joi-Marie McKenzie
If you want people to visit your booth and buy from you, then you have to let it be known that you are at an event. Start by using social media to let your followers know you will be attending and vending at an event. Promote this information on your website as well as your mailing list. While on site, you may have to do more than just man your booth. According to McKenzie, to be a successful vendor, you should never be sitting down.
"You may have to go out and get customers. If you're walking around the event or conference, pass out fliers or bookmarks to reach your audience even further. Vending is not for the faint at heart; it's for the seller," she explained.
At events, people will pass by your table even if it looks interesting, but what draws them in is an engaging seller. "Speak to every single person who walks by, even if they don't speak back. Very few people are going to stop by your table overly eager to buy whatever you're selling, but if you are nice and welcoming and engage them, you can turn that person from a looker into a buyer," shared Jones.
Beloti believes knowing what type of space you will be utilizing at the event is essential for managing your displays. "With this information, I can then spend time making sure that my display and inventory is conducive to the structure of the event," she shared.
Her favorite set-ups are the ones where she is given the space and freedom to curate her mini boutique. "Curating your display is super important, probably the part I enjoy the most. It should be representative of your brand aesthetic. Working within the parameters of the space given, I want to showcase my brand in the best way possible," Beloti said.
Be Direct in Your Sale
Early in McKenzie's experience, she lost out on book sales because she forgot to be direct in asking for a purchase. She started incorporating her ask in her pitch to seal the deal: "So do you want to take a book home?"
She had to get comfortable saying that and asking visitors if they'd like to take two books home. "You'd be surprised at how many people said, 'You know what? Sure! Let me get one for my sister, or cousin, or line sister.'"
Prepare to Sell After the Event
Shanae Jones, founder of Ivy's Tea Co.
Courtesy of Shanae Jones
A high touch business is one that maintains a relationship with its customers whereby the customer can reach a member of the staff anytime. "For Ivy's Tea Co. that means, my staff or myself respond to every email, every comment, every DM, and engages with our supporters all the time," Jones revealed.
Taking that experience into an in-person market helps strengthen her brand with consumers. "I think more businesses should treat vending like a marketing tool and not an in-store pop-up. Always have your sign up sheets or iPad ready to get email addresses. This is what you want for future contact and sales," she continued.
So are you ready to be a vendor? Apply to become one at xoNecole's first annual ElevateHER Crawl in Atlanta by clicking here.
Featured image by Getty Images
Brittney Oliver is a marketing communications professional from Greater Nashville. Over the past three years, Brittney has built her platform Lemons 2 Lemonade to help Millennials turn life's obstacles around. Her platform is known for its networking mixers, which has brought over 300 NYC young professionals, entrepreneurs, and creatives together to turn life's lemons into lemonade. Brittney is a contributing writer for Fast Company and ESSENCE, among other media outlets.
Amber Riley Is In Her Element
Amber Riley has the type of laugh that sticks with you long after the raspy, rhythmic sounds have ceased. It punctuates her sentences sometimes, whether she’s giving a chuckle to denote the serious nature of something she just said or throwing her head back in rip-roarious laughter after a joke. She laughs as if she understands the fragility of each minute. She chooses laughter often with the understanding that future joy is not guaranteed.
Credit: Ally Green
The sound of her laughter is rivaled only by her singing voice, an emblem of the past and the future resilience of Black women stretched over a few octaves. On Fox’s Glee, her character Mercedes Jones was portrayed, perhaps unfairly, as the vocal duel to Rachel Berry (Lea Michele), offering rough, full-throated belts behind her co-star’s smooth, pristine vocals. Riley’s always been more than the singer who could deliver a finishing note, though.
Portraying Effie White, she displayed the dynamic emotions of a song such as “And I'm Telling You I'm Not Going” in Dreamgirls on London’s West End without buckling under the historic weight of her predecessors. With her instrument, John Mayer’s “Gravity” became a religious experience, a belted hymnal full of growls and churchy riffs. In her voice, Nicole Scherzinger once said she heard “the power of God.”
Credit: Ally Green
Riley’s voice has been a staple throughout pop culture for nearly 15 years now. Her tone has become so distinguishable that most viewers of Fox’s The Masked Singer recognized the multihyphenate even before it was revealed that she was Harp, the competition-winning, gold-masked figure with an actual harp strapped to her back.
Still, it wasn’t until recently that Riley began to feel like she’d found her voice. This sounds unbelievable. But she’s not referring to the one she uses on stage. She’s referencing the voice that speaks to who she is at her core. “Therapy kind of gave me the training to speak my mind,” the 37-year-old says. “It’s not something we’re taught, especially as Black women. I got so comfortable in [doing so], and I really want other people, especially Black women, to get more comfortable in that space.”
“Therapy kind of gave me the training to speak my mind. It’s not something we’re taught, especially as Black women."
If you ask Riley’s manager, Myisha Brooks, she’ll tell you the foundation of who the multihyphenate is hasn’t changed much since she was a kid growing up in Compton. “She is who she is from when I met her back when she was singing in the front of the church to back when she landed major roles in film and TV,” Brooks says. Time has allowed Riley to grow more comfortable, giving fans a more intimate glimpse into her life, including her mental health journey and the ins and outs of show business.
The actress/singer has been in therapy since 2019, although she suffered from depression and anxiety way before that. In a recent interview with Jason Lee, she recalls having suicidal ideation as a kid. By the time she started seeing a psychologist and taking antidepressants in her thirties, her body had become jittery, a physical reminder of the trauma stacked high inside her. “I was shaking in [my therapist’s] office,” she tells xoNecole. “My fight or flight was on such a high level. I was constantly in survival mode. My heart was beating fast all the time. All I did was sweat.”
There wasn’t just childhood trauma to account for. After auditioning for American Idol and being turned away by producers, Riley began working for Ikea and nearly missed her Glee audition because her car broke down on the highway while en route. Thankfully, Riley had been cast to play Mercedes Jones. American Idol had temporarily convinced her she wasn’t cut out for the entertainment industry, but this was validation that she was right where she belonged. Glee launched in 2009 with the promise of becoming Riley’s big break.
In some ways, it was. The show introduced Riley to millions of fans and catapulted her into major Hollywood circles. But in other ways, it became a reminder of the types of roles Black women, especially those who are plus-sized, are relegated to. Behind the scenes, Riley says she fought for her character "to have a voice" but eventually realized her efforts were useless. "It finally got to a point where I was like, this is not my moment. I'm not who they're choosing, and this is just going to have to be a job for me for now," she says. "And, that's okay because it pays my bills, I still get to be on television, I'm doing more than any other Black plus-sized women that I'm seeing right now on screen."
The actress can recognize now that she was navigating issues associated with trauma and low self-esteem at the time. She now knows that she's long had anxiety and depression and can recognize the ways in which she was triggered by how the cult-like following of the show conflicted with her individual, isolated experiences behind the scenes. But she was in her early '20s back then. She didn't yet have the language or the tools to process how she was feeling.
Riley says she eventually sought out medical intervention. "When you're in Hollywood, and you go to a doctor, they give you pills," she says, sharing a part of her story that she'd never revealed publicly before now. "[I was] on medication and developing a habit of medicating to numb, not understanding I was developing an addiction to something that's not fixing my problem. If anything, it's making it worse."
“[I was] on medication and developing a habit of medicating to numb, not understanding I was developing an addiction to something that’s not fixing my problem. If anything it’s making it worse.”
Credit: Ally Green
At one point, while in her dressing room on set, she rested her arm on a curling iron without realizing it. It wasn't until her makeup artist alerted her that she even realized her skin was burning. Once she noticed, she says she was "so zonked out on pills" that she barely reacted. Speaking today, she holds up her arm and motions towards a scar that remains from the incident. She sought help for her reliance on the pills, but it would still be years before she finally attended therapy.
This stress was only compounded by the trauma of growing up in poverty and the realities of being a "contract worker." "Imagine going from literally one week having to borrow a car to get to set to the next week being on a private jet to New York City," she says. After Glee ended, so did the rides on private planes. The fury of opportunities she expected to follow her appearance on the show failed to materialize. She wasn't even 30 yet, and she was already forced to consider if she'd hit her career peak.
. . .
We’re only four minutes into our Zoom call before Riley delivers her new adage to me. “My new mantra is ‘humility does not serve me.’ Humility does not serve Black women. The world works so hard to humble us anyway,” she says.
On this Thursday afternoon in April, the LA-based entertainer is seated inside her closet/dressing room wearing a cerulean blue tank top with matching shorts and eating hot wings. This current phase of healing hinges on balance. It’s about having discipline and consistency, but not at the risk of inflexibility. She was planning to head to the gym, for instance, but she’s still tired from the “exhausting” day before. Instead, she’s spent her day receiving a massage, eating some chicken wings, and planning to spend quality time with friends. “I’m not going to beat myself up for it. I’m not going to talk down to myself. I’m going to eat my chicken wings, and then tomorrow I’m [back] in the gym,” she says.
“My new mantra is ‘humility does not serve me.’ Humility does not serve Black women. The world works so hard to humble us anyway."
This is the balance with which she's been approaching much of her life these days. It's why she's worried less about whether or not people see her as someone who is humble. She'd rather be respected. "I think you should be a person that's easy to work with, but in the moments where I have to ruffle feathers and make waves, I'm not shying away from that anymore. You can do it in love, you don't have to be nasty about it, but I had to finally be comfortable with the fact that setting boundaries around my life – in whatever aspect, whether that's personal or business – people are not going to like it. Some people are not going to have nice things to say about you, and you gotta be okay with it," she says.
When Amber talks about the constant humbling of Black women in Hollywood, I think of the entertainers before her who have suffered from this. The brilliant, consistent, overqualified Black women who have spoken of having to fight for opportunities and fair pay. Aretha Franklin. Viola Davis. Tracee Ellis Ross. There's a long list of stars whose success hasn't mirrored their experiences behind the scenes.
Credit: Ally Green
If Black women outside of Hollywood are struggling to decrease the pay gap, so, too, are their wealthier, more famous peers.
Riley says there’s been progress in recent years, but only in small ways and for a limited group of people. “This business is exhausting. The goalpost is constantly moving, and sometimes it’s unfair,” she says. But, I have to say it’s the love that keeps you going.”
“There’s no way you can continue to be in this business and not love it, especially being a plus-sized Black woman,” she continues. “We’re still niche. We’re still not main characters.”
"There’s no way you can continue to be in this business and not love it, especially being a plus-sized Black woman. We’re still niche. We’re still not main characters.”
Last year, Riley starred alongside Raven Goodwin in the Lifetime thriller Single Black Female (a modern, diversified take on 1992’s Single White Female). It was more than a leading role for the actress, it also served as proof that someone who looks like her can front a successful project without it hinging on her identity. It showcased that the characters she portrays don’t “have to be about being a big girl. It can just be a regular story.”
Riley sees her work in music as an extension of her efforts to push past the rigid stereotypes in entertainment. Take her appearance on The Masked Singer, for instance. Riley said she decided to perform Mayer’s “Gravity” after being told she couldn’t sing it years earlier. “I wanted to do ‘Gravity’ on Glee. [I] was told no, because that’s not a song that Mercedes would do,” she says. “That was a full circle moment for me, doing that on that show and to hear what it is they had to say.”
As Scherzinger praised the “anointed” performance, a masked Riley began to cry, her chest heaving as she stood on stage, her eyes shielded from view. “You have to understand, I have really big names – casting directors, producers, show creators – that constantly tell me ‘I’m such a big fan. Your talent is unmatched.’ Hire me, then,” she says, reflecting on the moment.
Recently, she’s been in the studio working on original music, the follow-up to her independently-released debut EP, 2020’s Riley. The sequel to songs such as the anthemic “Big Girl Energy” and the reflective ballad “A Moment” on Riley, this new project hones in on the singer’s R&B roots with sensual grooves such as the tentatively titled “All Night.” “You said I wasn’t shit, turns out that I’m the shit. Then you called me a bitch, turns out that I’m that bitch. You said no one would want me, well you should call your homies,” she sings on the tentatively titled “Lately,” a cut about reflecting on a past relationship. From the forthcoming project, xoNecole received five potential tracks. Fans likely already know the strengths and contours of Riley’s vocals, but these new songs are her strongest, most confident offerings as an artist.
“I am so much more comfortable as a writer, and I know who I am as an artist now. I’m evolving as a human being, in general, so I’m way more vulnerable in my music. I’m way more willing to talk about whatever is on my mind. I don’t stop myself from saying what it is I want to say,” she says.
Credit: Ally Green
“Every era and alliteration of Amber, the baseline is ‘Big Girl Energy.’ That’s the name of her company,” her manager Brooks says, referencing the imprint through which Riley releases her music after getting out of a label deal several years ago. “It’s just what she stands for. She’s not just talking about size, it’s in all things. Whether it’s putting your big girl pants on and having to face a boardroom full of executives or sell yourself in front of a casting agent. It’s her trying to achieve the things she wants to do in life.”
Riley says she has big dreams beyond releasing this new music, too. She’d love to star in a rom-com with Winston Duke. She hasn't starred in a biopic yet, but she’d revel in the opportunity to portray Rosetta Tharpe on screen. She’s determined that her previous setbacks won’t stop her from dreaming big.
“I think one of my superpowers is resilience because, at the end of the day, I’m going to kick, scream, cry, cuss, be mad and disappointed, but I’m going to get up and risk having to deal with it all again. It’s worth it for the happy moments,” she says.
If Riley seems more comfortable and confident professionally, it’s because of the work she’s been doing in her personal life.
She’d previously spoken to xoNecole about becoming engaged to a man she discovered in a post on the site, but she called things off last year. For Valentine’s Day, she revealed her new boyfriend publicly. “I decided to post him on Valentine’s Day, partially because I was in the dog house. I got in trouble with him,” she says, half-joking before turning serious. “The breakup was never going to stop me from finding love. Or at least trying. I don’t owe anybody a happily ever after. People break up. It happens. When it was good, it was good. When it was bad, it was terrible, hunny. I had to get the fuck up out of there. You find happiness, and you enjoy it and work through it.”
Credit: Ally Green
"I don’t owe anybody a happily ever after. People break up. It happens. When it was good, it was good. When it was bad, it was terrible, hunny. I had to get the fuck up out of there. You find happiness and you enjoy it and work through it.”
With her ex, Riley was pretty outspoken about her relationship, even appearing in content for Netflix with him. This time around is different. She’s not hiding her boyfriend of eight months, but she’s more protective of him, especially because he’s a father and isn’t interested in becoming a public figure.
She’s traveling more, too. It’s a deliberate effort on her part to enjoy her money and reject the trauma she’s developed after experiencing poverty in her childhood. “I live in constant fear of being broke. I don’t think you ever don’t remember that trauma or move past that. Now I travel and I’m like, listen, if it goes, it goes. I’m not saying [to] be reckless, but I deserve to enjoy my hard work.”
After everything she’s been through, she certainly deserves to finally let loose a bit. “I have to have a life to live,” she says. “I’ve got to have a life worth fighting for.”
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Introducing Chief Mom Officer: Where Working Moms Come First
xoNecole's Chief Mom Officer explores the 18-month post-pregnancy journey through the lens of our very own Chief Mom Officer, Shakyna Bolden. The series will serve as an inspirational and resourceful guide to help get through the early days of new motherhood as working moms knowing they are not alone in the hardships.
“I want to build my work around my life, and not my life around my work.”
I typed these words in my iPhone Notes as I fed my newborn daughter one morning during the first few weeks of having her earthside. I didn’t have much time for page-filled journal entries as my days were filled with nonstop feedings, soothing, and recovery…but I knew I needed to give those words space and life.
Prior to my maternity leave, I, like most working moms, was burning fumes juggling work and life. Since 2019, I’ve been running revenue operations here at this really cool company you may have heard of called xoNecole (hehe). I’ve been behind the scenes building our brand partnerships and negotiating deals with companies such as Ulta Beauty, Toyota, Target, Spotify, SheaMoisture, etc.
Courtesy of Shakyna Bolden
I’ve co-produced our signature events like ElevateHER and Pajamas & Lipstick while conceptualizing, selling, building, and distributing our original video and podcast content and podcast. The list goes on and on. I’ve helped build this small but brilliant company into what it is today, all while running my own small family. And that is not an easy feat.
In all truth, trying to be the best mom and partner I can be while also leading in my job has felt at times like a whirlwind where the rest of my life is passing me by. I don’t quite know where or when it happened, but I swear somebody pushed the fast-forward button in life, and I’m losing my edges trying to keep up.
My mind and body get so preoccupied with the management of life that my soul sits on the sidelines, waiting to take the reins and intentionally live it.
So many facets of my life, from my health and well-being to my hobbies and passions, have been placed on the back burner while tending to my young family and growing in my career has taken center stage. And for the longest time, I’ve wanted to flip the switch, but the pace of life just hasn’t let me restack my priorities.
That is, until now.
Courtesy of Shakyna Bolden
When I found out I was pregnant with my daughter last year, I couldn’t imagine adding more to my already full plate. Simultaneously, I was also relieved to know that my upcoming maternity leave would force me to press pause and catch my breath. Her birth in January 2023 was a much-needed reset, to say the least.
My maternity leave was the first time since 2019 that I had a second for dreams that were buried in the back of my heart to bubble up to the surface of my reality. I got a taste of what it was like to solely focus on my well-being and my home life. And I liked it a lot. My healing. My recovery. Sitting and really taking quiet time with God to search the unattended areas in the garden of my life.
I was cooking homemade meals on the regular and actually sitting down with my family at the table to eat. As grueling as those first newborn weeks can be, I was enjoying the long-awaited shift in my priorities; and I wanted that shift to stick. I didn’t want it to fade away after my maternity leave.
I want to build my work around my life and not my life around my work.
As a leader of an organization that speaks to millions of women every day about their well-being (and also in leading a team of majority women), I feel it’s my responsibility to carry this shift forward boldly. This is why I’m launching a new column here at xoNecole: Chief Mom Officer!
As I return to work full-time this month from my maternity leave, I want to regularly share my experience of trying to harmonize work and life. As an audience, you all share your raw, unfiltered journeys with us. For years, they’ve undoubtedly inspired me. I want to show up and do the same because I know this shift in my life will be quite the journey.
So for all my Chief Mom Officers—those of us who are constantly merging the imperfect and chaotic worlds of leadership in the office and wearing our crowns at home—I invite you to come on this journey with me and celebrate the ebbs and flows in how we show up for each.
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Featured image courtesy of Shakyna Bolden