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Inspirational advice from Black female entrepreneurs

Looking for inspiration and advice as a Black-owned business? Five Black female start-ups reveal the secrets of their success.

Black female-owned businesses may face an uphill struggle according to research by the British Business Bank, but that isn't stopping a generational shift in the ambition and success that Black female-owned businesses are achieving.

With movements such as Black Lives Matter amplifying the debate around diversity and inclusion, five Black female entrepreneurs reveal their advice for aspiring start-ups.

Vie's Jamaican Rum Cakes

Founder: Elaine Rémy

Website: viesjamaicanrumcakes.co.uk

Business: Small batch cakes

Awards: Start-Up Business of the Year, Theo Paphitis Small Business Sunday Winner

I sold my first cake just a couple of weeks before lockdown. My first year has been in lockdown. - Elaine Rémy founder of Vie’s Jamaican Rum Cakes

Considering the challenges caused by Covid-19, Vie's Jamaican Rum Cakes has had a tremendous impact in a little over a year, winning awards including Start Up Business of the Year. The artisan cake company founded by Elaine is based in Cumbria. Production is outsourced to a local bakery, with Elaine handling marketing, sales and distribution. Her cakes are now sold nationwide through a range of stockists. Elaine advises taking advantage of as much support as you can get:

Don’t go it alone. Be surrounded by people who are experts in what they do, who are mentors, so they’ve been there and done it. Get support from wherever you can. It’s also about knowing what you want to do, as well as knowing what you don’t want to do. I knew that I didn’t want to make the cakes myself. And outsourcing just made my life so much easier. If I’d tried to make all the cakes myself, then I don’t think I would be where I am today. - Elaine Rémy founder of Vie’s Jamaican Rum Cakes
Elaine Rémy of Vie's Jamaican Rum Cakes, a Windermere business

Mimi's Organics

Founder: Rumbi Serima-Fowler

Website: mimisorganics.co.uk

Business: Skincare

Awards: Hampshire Mentor Magic Runner Up, The News Business Excellence Awards Shortlist

There’s a problem with many of the products on the market, particularly those that are targeted at black skin. It is as if the people who make the skincare don’t use the skincare. There can be toxins and skin lighteners. It’s a vicious circle. - Rumbi Serima-Fowler founder of Mimi’s Organics skincare business

Rumbi’s interest in natural and organic skincare began after her son was diagnosed with autism. Having discovered that the chemicals in some consumer skincare products seemed to have a detrimental effect on his health, she was keen to learn more about organic products. What followed was four years of retraining in cosmetology which enabled her to formulate and launch her range of natural skincare and skin rejuvenation products. Since then, the business has flourished, with customers seeking a natural alternative to mainstream skincare brands.

A need [for your business] is the most important thing. If there’s a need, then definitely go for it. And do it properly because it’s your reputation on the line. That’s the most important thing you have, so be genuine. Be bolder and more daring. Go beyond and don’t stay within boundaries. - Rumbi Serima-Fowler founder of Mimi’s Organics skincare business
Mimi's Organics product

Big Hair + Beauty

Founder: Melissa Sinclair

Website: bighair.co.uk

Business: Hair and beauty

Awards: Vogue Beauty Awards, Glamour Beauty Power List

Frustrated at the lack of natural hair care products for Black hair, Melissa spent two years mixing, formulating and testing her haircare range specially designed for curls, kinks and coils. Created for afro and curly hair, Big Hair + Beauty has since won plaudits from industry beauty bibles Vogue and Glamour.

Honestly, I’m still figuring this thing out for myself. It’s good to have an overall plan but break it down into achievable pieces. Celebrate every win, despite how small it is. Reach out to people who have done it. I’ve reached out to people who have received investment, and they’ve been forthcoming with their experiences, their journeys, and things to include when attracting investment. People are more willing to share information than you think. It’s not going to be easy, but it will always be worth it. If you believe in what you’re doing, and you’re passionate about it, you find a way. And when you look back, you’ll be grateful for it. - Rumbi Serima-Fowler founder of Mimi’s Organics skincare business

Miles & Mia

Founder: Michaela Alexander

Website: milesandmia.com

Business: Books and children’s products

For single mother Michaela, the limited range of children’s books featuring characters of ethnic minority children was concerning. She felt that the available books did not reflect real life for modern, Black British children.

My kids laughed at the Black character books that I had got them, so I said we’re going do this. They were very clear about what they wanted the characters to look like, so they are Black, but they’re of British origin. Reach out to people who have done it. I’ve reached out to people who have received investment, and they’ve been forthcoming with their experiences, their journeys, and things to include when attracting investment. People are more willing to share information than you think. It’s not going to be easy, but it will always be worth it. If you believe in what you’re doing, and you’re passionate about it, you find a way. And when you look back, you’ll be grateful for it. - Michaela Alexander

Michaela spent two years researching the market, importing books from the US, and creating the Miles & Mia brand, along with its first book, Miles & Mia A to Z. The book attracted media coverage from the likes of the Daily Mirror and Voice.

I was happy because I changed their perspective. Amir now loves her Afro. She used to cry about it before. - Michaela Alexander

Launching a business is about belief, according to Michaela:

I’m still learning. If you’ve got a purpose and focus, you will keep you going. Nothing is stopping you. If you really, truly believe in it, don’t listen to what anyone says, go for it and be prepared to work hard – nothing is just going to come to you. - Michaela Alexander
Michaela Alexander, the founder of Miles & Mia

Philly & Friends

Founder: Vese Aghoghovbia

Website: phillyandfriends.com

Business: Books and children’s products

Awards: Best Brand Absolutely Mama Awards 2020, Pinterest Black Gold Brand 2020 Runner Up

My interest is diversity in the playroom, and just making sure that the playroom is diverse. We want to expose our children to a wide range of topics and cultures, skin tones, skin types and hair types – that’s very important. Diversity is something that you do continuously. - Vese Aghoghovbia founder of the Philly & Friends brand and author of Who Do I See in the Mirror?

Inspired by the need to champion more diverse children’s literature, Vese created a range of confident, strong, happy children’s characters and authored her first book,Who Do I See in the Mirror?, which featured a Black main character based on her daughter.

I didn’t want her to grow up in a world where she doesn’t see herself represented. You believe what you see or don’t see, and you become what you believe. She deserves to know she matters. - Vese Aghoghovbia founder of the Philly & Friends brand and author of Who Do I See in the Mirror?

Her advice for would-be Black business owners is to leap in:

I say do it. Sometimes you can be so bogged down, trying to figure it all out. But you wouldn’t figure it out until you do it. The ideas evolve as you do it. - Vese Aghoghovbia founder of the Philly & Friends brand and author of Who Do I See in the Mirror?

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Disclaimer: The Start -Up Loans Company makes reasonable efforts to keep the content of this article up to date, but we do not guarantee or warrant (implied or otherwise) that it is current, accurate or complete. This article is intended for general information purposes only and does not constitute advice of any kind, including legal, financial, tax or other professional advice. You should always seek professional or specialist advice or support before doing anything on the basis of the content of this article.

The Start-Up Loans Company is not liable for any loss or damage (foreseeable or not) that may come from relying on this article, whether as result of our negligence, breach of contract or otherwise. “Loss” includes (but is not limited to) any direct, indirect or consequential loss,  loss of income, revenue, benefits,  profits, opportunity, anticipated savings, data. We do not exclude liability for any liability which cannot be excluded or limited under English law. Reference to any person, organisation, business or event does not constitute an endorsement or recommendation from The Start-Up Loans Company, its parent company British Business Bank plc, or the UK Government. 

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