410:  This Side Hustler Created a Curated Beauty Supply Store and Community In Ann Arbor 

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410:  This Side Hustler Created a Curated Beauty Supply Store and Community In Ann Arbor 

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This week I’m excited to chat with someone I go way back with, Sheena McCullers. Sheena is the founder of Della’s Beauty Supply. Della’s was launched to bring a much-needed sense of belonging for BIPOC beauty lovers in Ann Arbor, MI. After moving from Brooklyn, Sheena saw a need for a place for people who look like her and took a chance on opening a storefront. 

In this episode she shares:

  • How intentionally creating a community through word of mouth was the foundation to building her customer base
  • The startup costs and how she’s been able to be profitable in the first year
  • The importance of working a full-time job where she was supported enough to be transparent about needing space to focus on expanding Della’s 

Highlights Include: 

  • 00:00 Intro
  • 08:16 Exploring different side hustles
  • 14:16 Navigating a new city
  • 18:43 Filling the need for a beauty supply
  • 23:18 Startup planning and costs
  • 27:55 Creating a community 
  • 30:01 Curating events and collaborations
  • 35:02 Running a storefront as a side hustle
  • 41:20 Expanding and creating a cultural hub
  • 46:43 Setting the tone for the future of the store
  • 56:19 Tips for entrepreneurs

Check out episode 410 of Side Hustle Pro podcast out now on Apple Podcasts, Spotify, and YouTube

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Nicaila Matthews Okome 0:02

You're listening to side hustle Pro, the podcast that teaches you to build and grow your side hustle from passion project to profitable business. And I'm your host Nicaila Matthews. Okome. So let's get started

Hey, Hey friends, welcome welcome back to the show. It's Nicaila here back with another awesome episode. And today in the guest chair, I have Sheena McCullers Sheena is the founder of delas in Ann Arbor, Michigan. Now she grew up in Toledo, Ohio, watching the women in her family do their hair in kitchens, beauty salons, basements, and sometimes the church bathroom. She watched in awe as family members of all beautiful brown shade shapes shifted with every hairstyle weaves finger waves, texturizers blowouts, pressing curls, box braids, by red hair colors and more. With a gang of sisters, countless aunties and cousins, there are plenty of styles to go around. And Sheena saw this work up close when her eldest sister became a beautician at a local salon. Every time her school offered Take Your Daughter to Work Day she know begged her sister to spend the day at the salon. She loves beauty shop life, watching her sister crank out style after style, listening to salon gossip, and observing the business and fun of black beauty. So it's so serendipitous that she's doing what she's doing now. Never in a million years, could she not have imagined that she would take all of her experience, including a few stints at entrepreneurships she has had five side hustles we can't even get into all of them and turn it into a platform that would have a big impact in the world of beauty she grew up loving. Sheena created delis to bring a much needed sense of belonging for bipoc Beauty lovers in Ann Arbor, Michigan, where she her husband and her son moved from Brooklyn, New York for her husband's PhD program. Now Sheena is laser focused on curating a unique experience. Starting with Dylan's first location in Alberta, where there is more inclusivity and representation in entrepreneurship and the beauty space through delas. Sheena hopes that black women and allies will find representation, cool things and good vibes. And fun fact about Sheena. I actually went to high school with her husband, Kyle. And we have crossed paths at various entrepreneurship events and conferences. And so I follow her on IG and when I saw that she opened up Delos. I was so excited. I was watching this space. And sure enough, when the time was right, I said you have to be the guest here. So here she is today. And let's get right into it.

Welcome, welcome. Welcome Sheena to the guest chair. I'm so happy to be here. Nicaila. You know, I've like I don't know if I told you this. But I've listened to the side hustle Pro for years on the train. And it's like helped me along my journey as I've had so many sort of like side hustles. And so it's so crazy to actually be having.

Sheena McCullers 3:14

Thank you. So

Nicaila Matthews Okome 3:16

I'm very, very honored to have you here. I'm very honored that you've been listening all these years. You are a true side hustler. So I'm excited to get into your story. And yes, I was just so impressed when I saw that you'd open a whole establishment.

I was like, Wait, what's going on Sheena. So we have to dive into this because I think what you've done and and how you've gone about exploring your interest and starting various businesses and side hustles throughout the years is really inspiring. So take us back a little bit. What was your first side hustle?

Sheena McCullers 3:51

Oh, girl. So my first side hustle was flipping baby clothes. I learned about basically flipping merchandise from my mailman at a job in Atlanta. I was complaining about how I wasn't making a lot of money. And you know, Atlanta was expensive to live and I needed to subsidize my income and he was like, I've just started eBay store and I still want that. And he told me about how he and his wife had started an eBay store and how they would go to thrift stores and discount stores and buy merchandise and flip it online for a higher price. So he like really taught me the blueprint to run that type of a business and it really saved me like living a really big cities because that's how I subsidized my rent, you know, paid for my fun outings travel, whatever and so yeah, that was my first side hustle. It was called by by boutique.

Nicaila Matthews Okome 4:40

Bye bye boutique. Oh my God, that's smart. And I know some of you guys are gonna take that as a hustle because that is so smart. And you could do that with anything, not just baby clothes. What were you doing in Atlanta? are you originally from Atlanta?

Sheena McCullers 4:53

I am not originally from Atlanta. So right out of undergrad I had the opportunity to apply for

This competitive internship program. It was basically a journalism internship program. And one of the sites that I selected was Atlanta. And I think I also selected Cleveland. I just thought about places where I thought I knew I have family in like very, very, very distinct positions. And I ended up being, you know, matched with this employer in Atlanta. And at the time, I thought I was going to be like Sidney Shaw, sugar, like this Denali thing here. I was like, Oh, I'm gonna be writing for this fabulous magazine. I'm going to Atlanta. Girl, I got to Atlanta, and I was working for a construction publication. And I was like, this is not at all what I visited. For my life. Like I literally had on a hardhat, I was on a John Deere construction site writing about construction. And I was like, Okay, this isn't it. But it did launch sort of like my career in publishing around that time. And I started to do more like pop culture writing. And so that's what took me to Atlanta and kind of gave me the bug for wanting to be in larger cities. So you had a whole career in journalism? Is that what you thought you would do for the rest of your life? I thought so. I thought so I've pivoted so much since then. But I really did think that that's what I was going to do. I interviewed a lot of celebrities, I enjoyed it, I had access to you know, all the parties, the fun lifestyle. The publishing industry ultimately led me to move to New York because I thought, okay, instead of working at this construction company, this you know, construction publication, I could move to New York, and I have access to you know, these bigger, better name magazines, because I wanted to work in a beauty.

Division, you know, for my life, you know, I want to free makeup and free shoes and free clothes. And so I truly bought that. And it's

Nicaila Matthews Okome 6:38

so funny how low our expectations were, because I remember thinking to like, I want to potentially be a beauty writer, and I'm thinking about free makeup, like girl go after. Salary, please.

Sheena McCullers 6:54

Hey, you know, life was simple back then, you know, I'm just a girl. And that's all I really wanted to do. But then I just, I didn't really feel that fulfilled. Because if you you speak to enough celebrities or actresses, actors, whatever, like musicians, they're having these conversations with interviewers, you know, all day, and you know, you can probably relate to this, but you do such a great job with, like the research that you do for anyone who steps into your guests here. And it's a lot, a lot of work. And sometimes you don't know who's going to show up in front of you whether or not they're going to have that energy or whether or not they're going to, you know, tell us either their story that's compelling, or that will be different from the last person who interviewed them. And then I just kind of felt like, Am I really helping anyone by doing this work? And when I couldn't answer yes, that's when I started to, you know, kind of pivot and start to look for other opportunities. And that kind of landed me into some career development work, working for an education, nonprofit, leading, you know, diversity, work, leadership development work, and really working with black and brown youth, which kind of brings me full circle in this space and in our group, because though I don't work in that environment, necessarily. I see so many students from the University of Michigan day to day and it's sort of like, oh, wow, that like thread throughout my career really did like connect in a weird way. But that's what ultimately got me into journalism.

Nicaila Matthews Okome 8:07

You're right, I can relate to that feeling. I remember wanting to work in entertainment and thinking it would be so much fun, glamorous, and going to the parties. The perks seem wonderful. But then after you've talked to enough people, I two things happen for me and let me know if this happened for you. One, I just started feeling like these people are not that special for me to base my whole career around, catering to them or writing about them, like who are they like, I started to resent it. Like, wait, we're doing too much for this person. And then too, it was like this emptiness of Now what else? Okay, I've interviewed I've met this big name, what else? They're going on with their life. They're rich, they're they're flying around the world. What am I doing?

Sheena McCullers 8:51

Right, you know, you tell this amazing story, like, Oh, I got to interview XY and Z, or people read the article or whatever the you know, they watched the clip with whatever. And then you're just done. And then like, you're like, Oh, I'm chasing the next story or waiting for the next assignment. And I just kind of felt, you know, instead of burnout, no, not to anyone who does it now, because I know the industry has, you know, evolved so much that I just felt like I wasn't I want to.

Nicaila Matthews Okome 9:12

Yes, I feel that you're right. The industry has evolved. So no, not to anyone. Because you can certainly do a lot more now. Like you can build your whole brand name on Instagram and have more autonomy over your career and your options.

So now, let's pivot right. I know a lot happened between New York and Ann Arbor, like I remember you, we met at a conference and at that point, you have a jewelry business. So what how did that come about? Right? Yeah, we go way back. So talk to us about the jewelry side hustle,

Sheena McCullers 9:50

girl, I completely forgot about that.

Nicaila Matthews Okome 9:55

Y'all, this girl designed her own wedding bands. Okay. That's how talented she is. If I didn't forget, you forgot I didn't forget.

Sheena McCullers 10:04

So as you know, I have I've gone through like so many pivots with side hustles. My first side hustle was by by boutique grace, where I was flipping those baby clothes. The second two side hospitals were kind of like if you're familiar with Sophia Amoruso story where she used to flip vintage clothes, kind of like the Nasty Gal released or I will do that and made a ton of money. And that was great. The next business was the one that you're talking about. And I designed my own jewelry. So it was a brass statement jewelry company. And I was living my best life at that time, my partner, Kyle, who, you know, he sort of like gave me a free pass, I guess to kind of like live my life, get out of corporate and explore my interests. And so I went to metalsmithing school, I learned how to metalsmith I started designing jewelry. And I was doing all these pop up shops selling jewelry on my website. And I felt really, really, really fulfilled. And that was the sort of like, turning point for me with a side hustle where I truly felt like I was building community. And I was doing it for a different sense of purpose. Because before that, I was truly just all about making money. It was like I need to make money, I need to buy this thing. I want to go out and party I want to travel and so it was all about that extra income. But once I started doing the jewelry and people telling me how special it was or Oh, my fiancee, she needs a new chain, can you tell us where you'll be next? And people started to follow me. And I kind of felt like oh my gosh, I really enjoy this community aspect that I'm building with this jewelry brand.

Nicaila Matthews Okome 11:31

So you eventually moved on from it. Why is that? Girl I had a baby. I love it. Yeah, I

Sheena McCullers 11:43

mean, you know, you're a mom of two, I had a baby. And the like the small studio that I had in my home became a baby room. Right. And like the things that I was doing with my hands, I was no longer, you know, twisting and turning metal. Instead, I was like nurturing a small human. And that took so much of like my time and my energy. And then I felt this isn't how I want to spend my time. You know, I just felt like there was something else I wanted to do. And it was really all about spending those early moments with my child getting through postpartum, which was insane for me. I really, really struggled during that time. And so I put the business on pause the game that I will go back to it. And I just evolved and grew from it. Although if I'm being honest, I think about it all the time. Like I'm wearing a ring from the brand today. And I think about it all the time. And I think about restarting it because I believe it could live really well. And the story that I have now, but I feel like everything aligns when it's supposed to. And if it is meant to be it'll, it'll be a way to kind of like weave back into my life. Yes,

Nicaila Matthews Okome 12:45

yes, I absolutely believe that as well. Everything aligns when it's meant to be and what you said about having a baby is real. So tell us a little bit more about how that shifted your career goals.

Sheena McCullers 12:59

Yeah, it really. So when I had my my baby, he was very young, we kind of went into the pandemic around that time, too. And so not only was I rethinking my identity, and just sort of like mourning who I was, before I had a child, I was also just thinking about my life in general and just mortality, right? Because it was the pandemic and so much was happening. And we were based in New York when the pandemic happened, and I just kind of felt like, what like, what am I really doing? Like, how would I really want my time, and so much what was around like flexibility and like being with my son spending that extra time. And so it just shifted how I wanted to connect with people because I felt if I'm going to do something, it needs to be worth my time to be away from my child. And so everything was more of like a weighted decision than it was before. Because, you know, we were having a kid everything was just flipping I'm like, You want me to pop up in, you know, New Jersey on a whim, you know, just like five hours notice. You know, all my jewelry, you know, off in the car, hop on a train, whatever and like, I will pop up no problem. After I had a kid I was like, you want to get me out of my house. It'd be connected happening. You know what I mean? It's just like, it just happened. For me. So it really just

Nicaila Matthews Okome 14:19

now you are in Ann Arbor, some people don't even know and Arbor exists. existed. Do you know I never even thought about Ann Arbor never looked at the Midwest or anything like that. It wasn't a sports fan growing up so I didn't know anything about it. And then when I was looking to go to business school when I joined MLT, Michigan was one of their partner schools. And they have a huge incoming MBA recruitment effort, especially from the Black Business students association. So went there I just fell in love with that. Like from there. I was like, Wait, this is I mean, it's only two years for me. You guys are there for longer so For me, it was a quaint and wonderful time. I don't know, I don't know how the extended stay is going. But so tell us, how did you get to No.

Sheena McCullers 15:10

I love that you call it stay. You gotta definitely love that. So, during the pandemic, as I was rethinking, you know, my life and what I wanted to do and how I wanted to spend my time, I was not at all thinking about side hustles, to be honest, I was thinking about stability, I'm like, where's the check? Where's the bag? Like, where can I go and get some good health care, some good benefits, right? Like, make sure my family is taken care of. So you know, that shifted my perspective and my priorities. And I owe my husband, he started to look at some PhD programs. And I was like, okay, I can get down with that, you know, that could take us to any city. And I truly felt like our time in New York was up at that moment, like, I felt like we need a shin, like, the pandemic issues and things off, and it will be nice to do something different. And so I saw the Ph. D. program, as a way for us to, you know, explore something new with our son and just get out of New York for a little bit and experience a new environment. And so he applied to several schools, he got into a bunch, we were seriously considering Boston, and, and Arbor. So I had strong feelings about raising a black son in Boston. And so ultimately, we did not end up choosing Boston, we chose an arbor, because it was just a really good fit for all of us. And because I have family in Ohio, and you know what the you know, you need that extra village, right? People tell you absolutely have the baby, you know, we'll help you. And then I have the kid and I'm like, where's this village? I'm like, waiting for the village to help with the kid. And they were like, Honey, so we had to move.

Nicaila Matthews Okome 16:49

The village was laid out instead, we moved to the village to village. Okay, all right.

Sheena McCullers 16:54

Hello. So yeah, we have to go knocking on the villages door. So we landed in Ann Arbor, you know, during the pandemic, and I was really, really struggling again, postpartum hit me really, really hard, then it was the most part.

Nicaila Matthews Okome 17:08

And plus pandemic was just, I mean, I hear you, because there's just so much isolation. And you're already in this new role. And you're isolated, it was a lot. That's the

Sheena McCullers 17:20

key word it was it was isolation. That's what it was, right? It's like, as I was, like, grieving, again, this sort of like identity piece, like, who am I now? Like, I know, I'm gonna love it. But what about the old pieces of me? What do I like? What am I into? And then it's like, you think about that, but also, you need to move to another city. Like, think about that. But also keep yourself and your family safe, right. And so my husband was going into the classroom every day with his mask, my son's going into his learning environment with his mask on every day. And I'm literally sitting at home in front of a laptop working remotely, in isolation with all of my thoughts, building zero energy in a city that people say it's a college town is very diverse. And with that, they mean that it's, as you know, like internationally diverse. And so I was looking over, you know, black and brown people, like, I had just moved from New York. We were in, in Brooklyn, in Bed Stuy. And so I'm like, where are my people? You know, I've moved anyone and so it struggled. I'm like, wait, I really, really needed to build community, or I didn't think I was like, I'm not going to make it like, Ann Arbor is, you know, I'm going to die. Here is what happens.

Nicaila Matthews Okome 18:28

Just just keepin it real. Yeah. And it's funny you say that, because I also was in a bubble, right? And Kyle, maybe you can relate to that, too. But when you're in the school setting, it's like, yes, there are fewer of us, but we're there. So I was in this bubble of my black business school friends. So I didn't feel the lack in Ann Arbor as much as like, if you're home and you're isolated. Yes.

Sheena McCullers 18:53

And right. So that's exactly what was happening. Right? So he's going off. And you know, he has his cohort quarter friends, you know, his classmates and he's built his own. Like he has a built in community, right. So even if it's just a small number of them, he's seeing Right, right. I'm not making them friends. I'm at home working remotely. And so I had to do playdates, even with his parents at my son's school, because, again, we were still not quite coming out of the pandemic yet when we moved here. Yeah. And so after being here a year, I was like, okay, something something's gotta give like, I've got to build community, I've got to find a way to connect with more people who look like me. And during that time, I happened to be walking in the downtown area to downtown Ann Arbor area. And Kyle played his game and he would point to a commercial like a vacant commercial real estate building. And he said, Ooh, what would you put there and we've always we've done it for years. And he pointed to a building and I don't remember what I even said would go there but then I thought about it and I said, You know what it actually should be should be a beauty supply store. Like there's no beauty supply store around here. Like I was traveling back to New York and getting my beauty supply products from Kohl's History and then I will come back. However, I will sometimes go to Etsy, but I didn't really love that environment and how I felt shopping there. And so I, you know, pivoted to Amazon and buy products there. And I felt like, I shouldn't have to do that, like I grew up being able to go to a beauty supply store, you know, very quickly. I wanted that experience and that armor and I was just hoping that other people did too.

Nicaila Matthews Okome 20:28

This is what I had to interview you because I'm always impressed when action follows the idea how hard it is to have what can seem like a pie in the sky idea. And then to bring it to fruition? Like, that's no, I hope you're really proud of yourself. That is no small feat. I have so many ideas all day every day like to make a physical store. That is incredible. So tell us walk us through how it started to come into fruition, like reserving the location, however you did it.

Sheena McCullers 20:59

So the craziest part about opening the beauty supply store, which is called Delos the previous part is we signed the lease first. Right? So from that moment when we were walking downtown, and I said to Kyle, I will put a beauty supply store here, you know, Kyle, and you know how his mind works. So if, let's say that was at noon, right? By the time we got home, I made dinner, maybe it was seven o'clock in my inbox. There were a list of commercial spaces in Ann Arbor. And he's like you said you want to do it. Here you go, here's some places. And I was like, wow, I was like, Do you really think I could do that? And he's like, yeah, like you're like, Let's just follow the path and like, see where you go, because it seems like you would be the target market for something like this. And so let's just see where you get. And so we reached out, we saw some spaces, the space that we ultimately decided on, I loved it, I knew that it was right, because it's on State Street, right in downtown Ann Arbor, a few steps away from the University of Michigan's campus. And I knew that a sweet green was opening up right close by, and I thought it will be a lot of foot traffic here. And the space is on the second floor. And I thought, okay, it's a bit of like a honeycomb hideout. But I know that this is like a very high traffic area, and I might be able to make it work. So I signed the lease first. And then I was like, oh, shoot, now I gotta get like an LLC. And now I have to like figure out how to actually grow this business, like, how do I actually start it. And so I was very fortunate to stumble upon a Facebook group that helped me learn the basics of like, how to start this business up, I reached out to an interior designer and said, Hey, here's how I want the space to feel, I want it to be different, I want it to be warm, curated, I want people to walk in and feel like they like stepped into a black aunties living room, like I want them to have a shopping experience that, you know, we deserve. When we talk about beauty and haircare in this space. Like, we should be selling to one another. And we should be able to shop without being followed around or, you know, you know, people should be knowledgeable of the products, folks who are selling their products to one another. And so I had this big vision for the store. And I wanted the colors and the environment to reflect that. And she delivered on that for me, I made the connections with vendors to you know, get the store fully stocked up. And then we started marketing and the store opened up. Wow,

Nicaila Matthews Okome 23:22

what startup costs, like because I am trying to wrap my mind around signing the lease before really having the business fleshed out.

Sheena McCullers 23:31

Right? No proof of concept at all, like had not like, like, I know like your MBA brain is like girl, what were you?

Nicaila Matthews Okome 23:42

What were you doing? You know what, though, I wanted to stop you there because that is the downfall of an MBA brain. Right? We can be so great with the plans and the boom, boom, boom, boom, and the action to follow through is very low. The percentage is very low. So tell us about it. Yeah,

Sheena McCullers 23:59

so I thought if all else fails, I could you know, turn this space into a co working space. Right? I can have my like, mom friends who work remotely. You know, you're paying every month you can come into space while our kids are at school. Right? And I figured I could pay for the space. So it didn't work out because I assigned a whole lease. Right? So startup costs, I originally thought that it was going to cost $10,000 Why 10,000 I don't know, I just thought it's a nice round number. I should be able to get things down with about $10,000 girl I was wrong. And that we had a little bit of a nest egg. So we during the pandemic we sort of like saved up some money that we knew we wanted to invest but we didn't know what we would invest in. And so once this idea came about, we ended up pulling about $25,000 for the business and then account specifically for Delos. And the thing about that money is like I said, I was like okay, I only need to withdraw you know $10,000 girl that went real quick like In the invoices for you know, hair products alone, right, you know, we're looking at my $1,000 a pop, right. And so I blew through that money between paying the interior designer getting all the products into the store, you know, buying whatever furniture that I need it for the space, any of like the legal things that I needed to take care of. And then, you know, kind of good to go, I paid for a tiny bit of marketing that much. And that kind of like we did we did a lot with with a little. I

Nicaila Matthews Okome 25:27

appreciate that realness and for breaking it down plainly like, Oh, this is how much it costs. Because I also thought being that as an arbor, I also thought it would be less than 25,000 myself. So I could understand that because I'm like, Oh, I've ever real estate must be cheaper, right? And divestment No. A business as a business.

Sheena McCullers 25:47

A business is definitely a business. And so the interesting part about the space that I have, like I said, it's on the second floor. And so I happened to get lucky, right? It was during the pandemic, people weren't really looking for space like that, right? This is this orange just popping up. And I took two suites, right, so they almost look like Office move. So I turned them into this really cozy space, I took the door off between the two suites, and you know, turn it into space and made it feel like I wanted people to feel like I will tell you what this space is. And so it's different than that, if I were looking to, you know, get a lease on a commercial space, right off the street, right, I'm sure that process would have been a lot different way more expensive, you know, and a lot more hoops to go through. But again, it was during the pandemic. And I happen to find space on the second floor. And I feel like it just, it was easy, and there weren't that many obstacles. And so I felt like okay, I'm just gonna keep on trucking along with my little idea. Love

Nicaila Matthews Okome 26:41

it. And that's why you'd love to be able to visualize to when you look at a space and visualize what you can create there. So kudos to you for being able to do that. Not just thinking, Oh, someone needs to look through the window and see braid packs on the wall to know. That's where the beauty supplies there is no, you can educate people, you can tell the space what it's going to be. And if you have ever lived somewhere where you are the minority there not a lot of us, if we find out that there is a good beauty supply store. We're gonna go, Okay, we word will spread. So has that been your experience? Absolutely.

So there's one thing about us, I don't know if anyone's listening, if you've ever lived in a community where there not enough of us. And we don't have all the things that we need, like beauty supply store, you know that if you find out about a good restaurant or good beauty supply store, it doesn't matter where it is, we will go we will go into when I was in Ann Arbor, I would be going to people's houses to get my hair. Wherever whatever it takes us black women, we're going to do it. So tell us what has been the support like in Ann Arbor?

Sheena McCullers 28:01

So you are 1,000%? Correct. I am so grateful to all of the group chats and people who say my name or my business's name and a group chat. Some folks are like Delos, wait, you know, Dallas, that's what they st and like the word kind of spread because you have to remember, I'm associated through, you know, my husband to the university, but I don't go to the university, right? So I'm not necessarily entrenched in the way that he is. And like, How's a man? Right? And so imagine how I'm trying to spread the word which I'm so grateful that he does, like he sees people who are my target demographic, and he'll like slip them a card like, Hey, did you know there's? Because Kyle Yeah, he's doing, you know, the Lord's work for sure. Because he knows that, like, I needed it so much. And other people also need it as well. And so when I first opened up the store, a big part of like, the soft launch was to have like a family and friends day. And so what we would do is, you know, Kyle would reach out to any CO workmates who peed off the demographic. And he would let them know that they could sign up for like, you know, a 30 minute tour of the space. And we gave people the opportunity to give feedback. So it's like, come in, check this face out. Let us know what you think. And you know, if you want to shop around, you're welcome to do that. But we really wanted people to see the space. Like, I wanted people to know, hey, this thing is coming. We're about to open, like start talking about it. And if people follow the the Delos Instagram page, I will then respond back to them and say, Hey, thank you so much for following thanks for believing in what we're doing the community that we're building, if you want to check out the space, click this link, right schedule a private tour. Come in, right so like, I was so connected to this community early on, because again, this is like, I'm the target demographic, right? It's like I want to treat people how I want to be treated. I want to be connected to you in like a special way and so people just started to share the word in group chats and in Facebook groups and folks will come in and they would show me like their phones like live so and so mentioned the blah blah blah and tells me that you're coming to get it. And like Not a day goes by. And I'm not like blown away by people supporting this community around this business. So So yes, the word definitely spread really quickly.

Nicaila Matthews Okome 30:12

And do you have any small group events or anything like that, too? Yes. So

Sheena McCullers 30:16

we we started to do a lot of programming, I am at the point now where I've got a pretty good team, we're a year in, which sounds crazy to even say that, but I have a team of four, they're all University of Michigan students. I also have a team of three brain ambassadors, and they do a lot of, you know, this really great engagement work for us as well. And then with them and be able to plan pop up events. So we just had an event at the store where we'll have salons come in and do some hair education. So we partner with a salon and emcee, they specifically specialize in curly hair. So they'll come in maybe once a quarter, and we'll do like a fun themed event around doing free hair assessments. And I just get so much joy out of being able to bring this knowledge to the community, like I'm not a licensed stylist, I'm a curator, right? It's like I have the space, I have the products, and I have these ideas, I will bring people together to talk about whatever the thing is, or to you know, receive the education that I feel like we need in our community. And I'm just grateful for partners who believe in that work. And who say, Yes, I'll show up and who stay for hours, like looking through people's hair, testing products on them. So that you know, for, you know, their hair while they're away at college. And I don't know if you remember, or if you even have that experience. But when I went away to college, right, like, that's when all my hair broke off. Like, I didn't know what Yeah,

Nicaila Matthews Okome 31:36

I went natural by accident. I guess I'm natural.

Sheena McCullers 31:42

Right? So I guess we do, right? So that's a lot of people's experience. They're going natural, you know, by accident, you know, using the wrong products or keeping in protective styles too long. And so it's just great to be able to have these events and have stylists and other community members come in to just create like a third space for people, right? It's like sometimes, like, what do you sell in your beauty supply store? And I always have to tell them Delos is about like, yes, of course, we have the hair and we have the extensions, we have the Beauty Supply products that you're used to gift items, etc. But we also have community, right, like people pop in and they're like, I got that internship, or I got that job or my son made the soccer team. You know, this is a space in the community that we can all convene around, where you don't feel seen often in this, you know, really vibrant, like charming city, there's so much happening around you because it is a college town. It's centered around sports. It's centered around the university. But it's not centered around a black experience. It's not centered around the clock experience. And so the store really does exist to be that kind of like middle space and that hub so that people can come in and you know, just feel seen and shop in a space that feels safe. And it's so

Nicaila Matthews Okome 32:55

funny that you should mention that because I don't think I ever realized until this conversation, just how central having a beauty supply is for my experience in a city. I knew it was important. Because when I interned out in the bay, sorry, Bay friends, I know, I know, I'm always talking about this, but I just remember feeling like I could spend, you know, New York is expensive to write. But at least I know I'm gonna find Jamaican food, at least I'm gonna find a beauty supply store. Like I refuse to be spending all this money and I can't find myself, I can't see myself. So for me, you know, being somewhere shorter, for a shorter amount of time, my expectations were lower, right? But if you're going to be somewhere, you should be able to see yourself and find what you need.

Sheena McCullers 33:49

Absolutely, absolutely. Like think about how many spaces we've been in where you've looked around for the signals, like in businesses to signal whether or not you belong, or like the fair market. And in the city. I didn't see that right. And I thought what a shame like coming directly from Brooklyn. Like I was used to being able to go to my special spaces where I felt like you appreciate me you're marketing to me, like you value me you value my dollar like you actually hear about me as a human right. And I didn't experience that here when I first got here. And I thought, what a shame like people here are missing out like they don't know what like what they could experience. And so part of opening up Delos was really to show people hey, we can have cool stuff here to like, you know, we can you know our experience here too. And again, I didn't know if people will catch on to it or if people would enjoy it or like it or even see things the way that I saw it so it really was a big risk. But I feel grateful that people responded really well to the idea and have supportive the store for over a year.

Nicaila Matthews Okome 34:50

Yeah, I can't believe it's it's I think of it like I can't believe it's only been a year you know, like it feels like it's been around longer. So it's a happy anniversary. You know, what has it been like hiring and staffing and keeping the store staffed, that's been a journey.

Sheena McCullers 35:08

So in the very beginning, I staffed the store solely by myself. And I just felt like this is my baby, this is my store, I want to know every nook, every cranny every like product that's coming in. And I did it to the point where I was like really close to burning out, because I don't know if I mentioned this at all earlier, but I still work a full time job, right, which is wild, I happen to work a job or good human resources and in Talent Recruitment. And so there is some flexibility in that work, but not enough flexibility where I feel like okay, I could literally work this door every day and not have any additional health. And so, because that is my background, hiring for me was easier, I guess, like hiring and retaining people easier. And also, I've got a built in customer base, right? People really love the store. And I feel grateful that when I, you know, immediately mentioned on I think an Instagram post I posted that we were hiring. And I was just like flooded with applications and sales, people popping into the store. And I'm like, Oh my gosh, I really like really rock with this store, like you actually care about the work that we're doing. And you want to be associated with it, you want to work here. And so I was able to quickly do one crucial hire, which I thought, This is great. To be honest, I knew I needed more than one person, but I thought I can't afford it. So like, my one person is see how I could do and then that one person turned to two and that turned to three and then that turned to four. And like present day a year from opening like I'm able to not work any shifts in the store at this moment. And

Nicaila Matthews Okome 36:47

just you know, the right size, the right amount of people like how did you know when you needed three versus four? That's

Sheena McCullers 36:55

a really good question. Because I didn't know, like, I just knew that I was going to take it like incrementally because I just wasn't certain. So this door is not open everyday just yet. We have very specific hours. So we open Wednesday to Saturday, right? Hopefully in the fall, we can open you know, Sunday through Saturday, usually kind of like infamous mental changes over time, have been the name of the game, because we're such a small space. But after I hired the first person, I realized, Oh, you have very limited hours, right? You still have schoolwork and you have club activities, right? That you're engaged in. Great, that means I'm still on the schedule, especially okay, I needed another person. And then I hired one more person. And I was like, Okay, I'm still doing a couple shifts here and there. That's not enough, because I still needed to like, pull back. Because remember, I had a full time job that I had to get back to because I was on a bit of a leave, trying to get the store, you know exactly where I needed it to be. And so I just took it one hire at a time because also, like I needed to be able to fund, you know, each of the hires, like are we making enough money in the store to sustain you know, staff members over time. And so, one one person at a time, and I felt like I got to the point where it's like, okay, for is a really good sweet spot for like the hours that we have now where people feel like they can still manage their Courseload, they can still come here and do great work and not be burned out.

Nicaila Matthews Okome 38:14

How has business been in terms of revenue.

Sheena McCullers 38:17

So this has been good. And also just challenging? My first year in business is no joke. I've had side hustles before, but nothing like having a physical location where I'm like, okay, Ray has to be paid. I have staff members that have to be paid. And these are like real real bills, right? Like people are actually coming knocking on the door. And I'm like, oh, like, I can't hide behind like a website the way that I was like the other side hustles. So it definitely feels like more is at stake. And so this has been good. It was a little slow to start up as people were learning about the store. And I remember last summer, there was a big African American festival that happens in downtown Ann Arbor. And so I got a booth there. And I thought, Oh, this would be a really great way right to spread the word beyond the like, University of Michigan community, right, because the goal is to have people throughout Ann Arbor and Ypsilanti to come to the store. And also if people are visiting Detroit, I want you to come to Ann Arbor because we've got this really special thing here. And I know some people like to center their travel experiences around black owned businesses. And so in order to get the word out, I knew I had to be more visible in the community. So last year, I popped up at this festival. I did a really cute booth and I thought it was like so beautiful. I brought all this product out. And I met a ton of people but a lot of folks said, huh, jealous. What's that? And they were so confused. They're like there's a beauty supply store in downtown Atlanta. And they just couldn't believe it. And they were just like now we've never seen that before and they were really challenging me. They're just like that. We've never you know, because it wasn't this wasn't the student community right like they weren't coming through removed this, like busy thoroughfare, like the students were day to day and like faculty and staff members were. So they didn't really believe it. And they were kind of like side eyeing the whole thing. And I just thought, Okay, I got more work to do, I've got more marketing to do. And I saw it as a challenge. So full circle, I just did that, that festival again a few weeks ago. And it was like night and day, like, people will walk by say, oh my god jealous. This is amazing. Or, you know, I just learned about it, or Oh, my God, they were talking about this in the Facebook, facebook group the other day. So in just a short amount of time, people knew I say, a short amount of time, but it you know, had been a year's worth of work that it took to get the word out about the business. And that's all really good, because I'm like, okay,

Nicaila Matthews Okome 40:47

is amazing. I love what kind of things were you doing with the marketing, you know, to go beyond just word of mouth?

Sheena McCullers 40:54

Yeah, so word of mouth was a big one. Because, you know, money, you know that that pot of money ran out really quickly. And so I think I printed some postcards, and that was pretty much it. Also, you know, I was active on Instagram, a little bit of Facebook, the brand ambassadors, of course, you know, they will come in, get product, make posts, and then share content. So that was great. And then I started to realize, okay, you, you need to put some real money behind this. And so I started to invest in a small agency, a black woman led agency, around Facebook ads, and Instagram ads. And we started to see a lot more traffic coming to the website through, you know, that marketing that we were doing. And so that helped us Mon. And then aside from that, when students are away in the summer, I do a lot of pop ups. So I met a lot of festival, I'm popping up at other business establishments, and just kind of spreading the word because, you know, the business still has to grow. And I think most businesses in Ann Arbor kind of know that. You know, during the academic year, when students are here, businesses, great students aren't going to support the business. But you better have a plan for the summer because students are gone if you are going to see that traffic day to day and so. So yes, all that to say, the business has been doing good. We are profitable, which is insane to say, for our first year. We're in the black. But you know, we're not in the red and our first year. And so that's been really, really great.

Nicaila Matthews Okome 42:24

I'm proud of you. That's amazing. Thank you.

I wish this was there. When I was there, I would have been there all the time. Well, that's how you we would have had events there. Sponsorship? Yeah,

Sheena McCullers 42:44

that's exactly what happens. Like we're very closely connected to like the DEI office over at the University of Michigan. The Black Student Union black at you mentioned group chat, like we do as many events here as we can hold. And also keep in mind, like this is a very small space. And so we're I mean, we're like overflowing into the hallways like when we have events, but some people, oh my gosh, I've not seen this many black and brown people since I've, like moved here. And you know, it's just very heartwarming to know that Dallas can be that space for so many people. And so, yes, I would hope that if this story existed when you were here that you would also like, you know, pop by from time to time. Yeah. Because it does make a difference.

Nicaila Matthews Okome 43:25

And are you still working full time? Are you still side hustling?

Sheena McCullers 43:29

Yes. I am still hustling? Yes, that is

Nicaila Matthews Okome 43:33

amazing, too. Because people need to see this, like what's possible when you're growing a business on the side? And but you mentioned you took kind of a leave? So how did you go about that? What are some tips for people? So they can you know, have a moment to like, really go hard on their business before they go back to work? Yeah, that's

Sheena McCullers 43:52

a great question. So once I at the time, I've since switched jobs since that time, but at the time, I was working for a black woman led executive recruiting firm. And I shared my view with her that I was creating Delos. And you know how important it was to you know, have this in the community. And she's like, 1,000%, definitely do it. And she supported me wholeheartedly. And with that, I said, Okay, can we cause contracts? And so I was like, you know, doing some contract work. I said, Can we pause the contracts for, you know, a few months so I can get the store where it needed to be. And so I did exactly that. The contracts. I think I took maybe four or five months or so

Nicaila Matthews Okome 44:32

Oh, wow. Causing the contracts, meaning pausing the money to Oh,

Sheena McCullers 44:36

yeah, there's no money coming.

You don't work. Right. So that work that I was doing that recruitment work was specifically, you know, on a contract basis. And so when contracts came in, I worked the contracts, I get paid. And so I had the opportunity to say, I'm not taking on any time That's all focused on the business. And that meant no money came my way. Unless it was money that was like 3060, you know, 90 days out, and I would have some like triple, triple money coming in. And and so once I eventually did return back to that business, it was not uncommon for me to take the, you know, my calls in here. And Delos or, you know, sometimes I will be in between customers, and I will have on my calls, or I would have to, you know, pause my meetings, help a customer real quick. And then I would have gone, you know, I would say, Oh, I'm stepping away to the bathroom. And I just did what I needed to do in order to, you know, make it all work for me, because at the end of the day, I'm not at the point yet where I'm paying myself through this door. And so my advice for people would be figure out a part time or full time situation that works for you, or even if it's part time, so that you can side hustle, right? I knew that I was working for someone who was very supportive of the work that I was doing. And so it's not like I said, Hey, I want to pause on this work. And she said, Okay, I don't need you. Right. She said, Great. Yeah, do that, and come back when you're ready. And to me that just felt, you know, great to know that I had a space to return and that I could pick, you know, pick back up on the work and make money, which was, you know, really important to me. Yes,

Nicaila Matthews Okome 46:11

I love that. And that's a piece of advice. I always like to emphasize to like, find a job where you can side hustle. So if you're working right now, and you can't side hustle, you will need to switch jobs to something less time intensive, that may come with a pay cut, yes. But if it's really important to you, like find a way to make it work, see what you can scale back, so that you can do both, because you just cannot work a job that you have no no energy or no time to do your side hustle and expect to 1,000% 1,000%. So now, as you're moving forward, what's your vision? You know, especially with your multi passions, how do you see it all coming together? So

Sheena McCullers 46:53

it's a multi pronged approach, right? Like, the first thing is, we have to get down to the ground floor, like the vision is for the store to be bigger and to serve more people than we currently serve. Like, there's such a big need here in this community. And it's like I said, we're like bursting at the seams. Like, I'm putting inventory like on top of inventory like it's, I do, they'll make it look aesthetic and cute, but we're definitely running out of space. And so the name of the game is all about finding funding and finding the right space and Arbor to move down to the ground floor. So we can have a bigger impact. So that's like, number one. Number two is turning delas into more of like just cultural hub, right? Like, people, like I said, we're selling community, like people come here. And they support Delos, because they care about us. They care about the work that we're doing, and how closely connected we are in the community. And so it's not lost on me that sometimes people walk past the target on State Street. And then they come to me for and say, do you have to blah, blah, blah. And I might say, oh, you know, we don't have that yet. Or, you know, we just sold out, we're like, Okay, I'm just checking here first, and then they'll go back down. I love it. And it's going to show me like the loyalty that we've been able to build here. And with that loyalty and like the trust that I'm given from the community, I want to be able to make this a bigger hub. Like I want a space where people can come all the time, and hey, and like feel like they have a place where they belong. Because I know I needed that so much when I moved here. And that's going to continue, right, because the demographic of the city likely will not change. And people are coming here for very short periods of time, even if it's just two years or four years is still a good amount of time where you need a space. And we want to be that space where people can, you know, just fine home and it doesn't have to be bypassed, folks. It's like allies, like if you've got textured hair, or if you just need a space, like, we're like we're here. So excited to be able to do that work.

Nicaila Matthews Okome 48:53

And how has it been for you personally, you know, we started our conversation touching on just how hard it was to become a mom and go right into the pandemic. So postpartum plus isolation, and how has starting delas helped with you forging new relationships and friendships in your new town.

Sheena McCullers 49:13

That's a really great question because I was lost, like very much like, am I depressed because I don't have any friends like, I'm like, really here. And it has helped tremendously. It's sort of like build it and they will come or at least that's what I hoped would happen. And that's exactly what ended up happening for me like I built this space and a lot of my close friends have come through the dela space and they're like okay girl, or they've read a piece of press that I've gotten through the store and they'll pop their head and then they're like we saw you put that best signal out there like we know you're looking for people. Then like they become really good friends of mine. And part of it too has helped me to feel more confident like branching out into the community. So I recently We join the Jack and Jill chapter here I'm involved in like the local NAACP chapter. And so having a visit in the community just makes me want to be so much more involved in the community and to connect with more people because like, we're all doing this together in a way. And so it's at a point where I'm like, okay, like, I've got way too many friends now. It's like an embarrassment of riches. Me here and like, so happy. And that's a huge difference from when I first moved here, I was just sort of like, I don't have anyone to connect with. And now I'm like, Oh, I can call a multitude of people. And, you know, I will do good. Really.

Nicaila Matthews Okome 50:46

I love that. And I'm sure it's a little hard for your, you know, your husband, too, when he sees that, because it's like, he's here, he brought you here. He's having a blast. That used to always be a struggle with the MBA partners, like, they're having a blast, and their partners are like, what's happening?

Sheena McCullers 51:02

Ya know, the funny part about it is, we have a whiteboard in the kitchen. And so Kyle had to map it out. He's like, Okay, you're talking about too many friends. He's like, let's write them all down how you're connected to auto, because now you've just got too wide of a net. And he says, go a certain way, because he's like, Man, I don't make enough friends. Because now I've got this for a friend. And I'm just like, Ah,

Nicaila Matthews Okome 51:26

well, yeah. Who are these people? Yeah. I love that. So before we transition to the lightning round, you briefly touched on the fact that okay, you guys might be, you know, one day leaving, like, what are your thoughts? As it relates to that? Like, will you pass it on to someone else? Will you relocate it to your next city?

Sheena McCullers 51:48

Girl? I try not to think about that, because I know you're thinking far ahead. But it is a very big question. And an important question, right, the work that I'm doing right now is to really determine what the future of Dallas will look like, I know that the super who would stay here because there's such a big need, and I can see it going a lot of different ways. One, I have family close by and you know, it will be my dream to be able to have like, one of my sisters, you know, come and, you know, run the store and just do their thing, and just keep it alive. And, and well and vibrant, too. I know, there are a lot of like Co Op, sort of options, right? Well, people, you know, let their employees buy into the business. And maybe that could be for Dallas as well. Right? It is a community business. And I wanted to say a community business. And so I could see that happening. Depending on which city we had two blacks, I could also see Delos going with us, right? Not as like the black shift is leaving, but like no, the flagship stays here. And then we also open another location somewhere else. And it truly takes the next like, two years for me to really realize, okay, which direction are we gonna go in? And what's gonna work best, but we're definitely the store will stay around what it will look like? We don't know yet. But like, the store has to stay like it can't leave.

Nicaila Matthews Okome 53:13

Thank you, right? I can I want to go back to an arbor and pop in. You mentioned you joined the Facebook group, what was the name of the Facebook group? And what did it teach you exactly like how to start a beast? Yep,

Sheena McCullers 53:24

so it's a Facebook group, I have to look up the name of it. But if you Google, Black Beauty Supply owners Facebook group, a questionnaire that you have to submit in order to be accepted into the group. And once you're accepted into the group, there's like a wealth of information. And peers in that group who also have similar businesses, whether they have some have an online beauty supply store, some have a mobile truck, some have, you know, dozen locations, some have multiple locations, right? And so there's opportunities for mentorship in that group. And the most important thing that helped me out in the beginning is there is a template in there, where it's like, Hey, are you starting from scratch? Here are all the, like, traditional products that you need in your store, right? To make lunch? Because like we're like, hot, like how would I even know that? Right? I have this idea, but I don't have the expertise, right. And so it really did help me with all of those like startup nuances. And so I printed off this guy, I've you know, called the vendors I made these connections and I was literally like with my pen and paper was on this list of products that I needed to carry in the store, like grabbing things off the shelf like okay, I need one of those. Okay, I need 10 Of those, whatever the number was, because there's a bit of a lull, right? It's like, okay, this type of area, people typically buy these things and it's like, you get your baseline and then from there the advices Okay, now you pay attention to buying patterns and customer behaviors and then you update your inventory from that point, but they definitely gave me the blueprint and I'm just so grateful for that. I still pop into that group day to day because I'm like, oh, so and so stop, stop selling X, Y, and Z are what do I get this new boho hair that everybody loves? Right? And you know, they're so quick. They're like, Oh, this binder has it. And there's like no negativity in the group. And there's a mentality where people feel like if I tell you, then I won't have right, it's like, everyone wants everyone to be successful. And it's just a great mentoring group.

Nicaila Matthews Okome 55:27

That is beautiful. I didn't even know that existed either. So you have just put me on game. I know some people are going to be listening to this and starting a beauty supply store after this. Because who knew I love that that is amazing that like group cooperative economics kind of thing, realizing that, like we can all help each other. And I know there's a lot of assumption that there are things that are being kept up there. But you'll be surprised to Google search. Like there are people who share tips on starting a vending machine business starting, like you said, a beauty supply business, you'd be surprised. So thank you for reminding us about that, but also letting us know about this whole world that we didn't know about. Alright, so now we're jumping into the lightning round, we could clearly talk a lot longer, but we're gonna jump right in. So you know the deal. You just answered the first thing that comes to mind. Are you ready? Let's go. All right. Number one, what is a resource that has helped you in your business? I know, we just talked about what another resource that has helped you in your business that you can share with the side hustle pro audience, obviously,

Sheena McCullers 56:30

the Facebook group that I just mentioned, but also, I don't think when we talk about resources, I don't think we talked enough about groups, right? I feel like there's so many businesses that are thriving off of community right now. And I truly do not know where my business would be without the group chats. The Facebook groups, like these smaller communities, like these pockets of like bipoc, moms, you know, whatever, Mom group in your area, whatever, you know, student group that's closely connected to the work that you're doing. Lean into those groups, because that's advertising and marketing that you can't pay for. Right? Like people will organically talk about the work that you're doing. And it's free marketing, but also marketing from people who trust one another. And so that just really invaluable. So if people are thinking about marketing strategies, definitely consider leaning into those groups or finding a way to get people to start talking about it in those groups. Because it's invaluable. Oh, yes.

Nicaila Matthews Okome 57:25

And number two, who is a non celebrity black woman entrepreneur who you admire, and would want to trade places with for a day and why?

Sheena McCullers 57:34

Ooh. So I mentioned before, I'm really into businesses that are centered around community right now. And I know folks sell products, etc, services, but there's a woman I follow her name is Miss Sabatini, or I think it stava she has a business called the indemand. VA. And she does such a beautiful job with curating a community building a community building a circle of trust, though she's offering a course that people are paying for it, and they're buying into a community. There's just so much trust and love in that group. And it's just something that I feel like you it's hard to learn, like, either you have it and you can build this community and you can nurture it or you you just don't. And so I love to trade places with her just to learn a little bit more about how she goes about like nurturing her community and keeping people interested and invested. Number

Nicaila Matthews Okome 58:26

three, what is a non negotiable part of your day these days?

Sheena McCullers 58:32

It really is family time, like I'm doing so much like I'm working a full time job, I have the business. I'm a wife, I got a kid, you know, I have family close by. I'm involved in a lot of community organizations. And so I often feel like I'm spread a little too thin. And so whenever I can, I'm just sort of like getting my hugs in my cuddles and and like being with like, I'll add my son Kenzo. Because I just thought, there's just a lot happening in the world and I just been like, just give me a hug. Give me my cuddles like

Nicaila Matthews Okome 59:06

that grounding. Number four, what is a personal trait that has really contributed to your success.

Sheena McCullers 59:13

I'm open to feedback. I'm always listening like either, whether it's through customers, Kyle, he has a lot of opinions about stuff. And often, like really good ideas that maybe I feel like I'm not ready for but I'm always open to feedback. My staff members like my full team, like they're always sharing ideas, other business owners in the area. I'm always always looking for feedback. And I take it I receive it. And sometimes I sit on it a little too long. But I'm just so grateful that people ever care about the work that I'm doing that they want it to be better. And so I'm always open to feedback. Love

Nicaila Matthews Okome 59:48

it. And then finally, what is your parting advice? Sheena for fellow Black women entrepreneurs who want to be their own boss, but don't want to lose a steady paycheck.

Sheena McCullers 59:59

You You know, I just feel you, people know the story at this point I've pivoted so many times. And who knows there probably even more pivots to come. And I just always feel like, you're one like headshot and bio away from a pivot, you know what I mean? Just like, try it out, if it doesn't work, like doing something else, right, like, you're gonna learn something along the way, and it's going to be valuable in another environment. And so, I know, it's cliche that people will come on here, and they're always like, just do it, try it out, really is like, test it out and start small. Like, I'm literally on the second floor of a building with like, 600 square feet. And I am like building this really vibrant community around beauty connection, hair products, right? It's like, it's a space for people that I've never thought would have thrived. And so you just, you're just a pivot away. Just give it a shot.

Nicaila Matthews Okome 1:00:52

You're just a pivot away. I love that that has to be the quotable from this episode. And you know, so many people can say it. But the reason I asked this question is, I don't think it can be said enough. I think you hear it. And if you don't, aren't ready to receive it yet it goes out of your spirit. You never know when the moment is that someone hears it for the 300th time that it will finally sink in and hit. So thank you for your words. And where can people connect with you Sheena and delas after this episode? Yes,

Sheena McCullers 1:01:23

I am on mostly Instagram at Auntie Bella's. And that's really where people can find me. I do have a personal Instagram page that I've never posted on. And if I am literally mostly on the business page, so much so that my family can go to the business page because I know I'm on Instagram stories or something over there. So anti Delos and Tiktok and Instagram.

Nicaila Matthews Okome 1:01:46

All right. And with that, you guys, I will talk to you next week. Thank you so much shemale for being in the guest here. Hi. Hey guys, thanks for listening to side hustle Pro. If you like the show, be sure to subscribe rate and review on Apple podcasts. It helps other side hustlers just like you to find the show. And if you want to hear more from me, you can follow me on Instagram at side hustle Pro. Plus sign up for my six bullet Saturday newsletter at side hustle Pro, that CO slash newsletter. When you sign up, you will receive weekly nuggets from me, including what I'm up to personal lessons and my business tip of the week. Again that side hustle pro.co/newsletter to sign up. Talk to you soon

Transcribed by https://otter.ai

Meet the host:

Nicaila Matthews-Okome

Hi! I’m Nicaila, the Creator and Host of the Side Hustle Pro Podcast. I started Side Hustle Pro when I was a side hustler myself. I was a digital marketer at NPR by day, side hustler by night. Through the powerful stories shared on this show and the courage to launch my own initiatives, I was able to quit my own job and go full time with Side Hustle Pro.

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