#SWAAYthenarrative

Why I Am Determined To Be Heard And Validated As A Female Entrepreneur Of Color

Business

We don't have a choice of how we are brought into this world. We can't choose what sex we'll be, what race, our size, our economic status or sexual orientation etc. Life is truly what you make of it and how you decide to deal with each situation is up to you.


When you're born an African American woman, and have aspirations to become an entrepreneur, you must prepare yourself for an uphill battle. It's a tedious aspiration, however, the rewards are great as you persevere by staying focused, determined, and fueled by passion.

There are so many factors that prevent you from receiving funding or finding investors when you start a business, especially being a WOC (woman of color). There was a lack of knowledge on my end – I had no idea about business plans, banking, business credit, or really anything business related. When you don't have the knowledge, you spend tons of money on items that you don't need, could have gotten for free or done yourself. People will take advantage of you and your money instead of giving you proper guidance. People do this when they see that you're a woman of color or even just seeing that your email address sounds ethnic– I've even changed my email to T. Anderson so that people will just open my messages.

With my first business, I was out in the open – my face was everywhere and the social media photos posted were of me with with celebrities and customers. I was the brand, but I couldn't get financial help from anywhere. I recall a time when I was being pitched to an alcohol brand to give alternative marketing for a new brand – they loved my products (desserts), but as soon as we meet in person, the deal got shut down. I didn't want to blame it on color, but a few months later, on their social media, they located a baker who created a dessert with their brand, but she was not a WOC.

With my second business, I decided to take a different approach. I didn't share photos of myself on any social media, I abbreviated my name in emails, and I even changed the tone of my voice when speaking on the phone to sound less ethnic. Perception is everything because, after that, I had no trouble finding support financially – it was as if people believed in me and what I was telling them, and didn't even ask as many questions as they had with my first business. I noticed that advice was given freely, people volunteered to educate me on the things I didn't know or understand, and support came from every direction. Both of my businesses are creative and very outside of the box, so it wasn't the type of business that people were drawn to. The fact that they didn't know what color or ethnicity I was seemed to open their ears to listen to me and actually want to see this business flourish.

The change begins with education in our communities for young women by making them aware of their options.

They deserve to be prepared for any road block that comes their way, have doors open for them, be progressive in business, and create a line for the next generation to follow so we don't have to depend on men to teach us how to operate a successful, profitable business with upward growth.

You would think in this day and age, sex and race wouldn't play such a major role in business, or maybe I was naive. I know having a good idea and concept is not enough and that you have to learn how to play the corporate game to get to the top.

As women, we should support each other and create a community to help us advance in every aspect of business. We need to instill in the next generation the importance of encouraging and empowering each other. This is specifically important for POC (people of color) to advance in society so we can change the world by becoming a major influence on both the business and political aspect. We can't help transform the world if we are not represented on the panels that make those decisions.

The choices I make today will affect the decisions my daughter can make in the future. I lay the groundwork for her to play in, so I am beyond determined to break stereotypes and change perception in order to be heard and validated as a true female entrepreneur of color.

Through all the challenges I faced as a woman of color, I can say I am proud of everything that I have gone through because now I am able to help the next generation. Currently, my second business is in the cannabis industry and has become the most lucrative. Now I am in a position to teach and mentor people of color in an industry that has a lack of representation of people of color. By being an industry leader as a head executive of the Cannabis Diversity Council, which is a global education business platform for POC who are interested in getting into the cannabis industry, we provide educational mentoring classes. My experience and growth has empowered me to embrace my color and femininity. Being a woman of color in 2018 is a gift and reward once you ignore the negativity and focus on the positive aspects manifesting all things in life, both personally and professionally.

I am what I think I am, are you?

3 Min Read
Career

Black LGBTQ Woman Powerhouse Launches Vegan Cosmetics Line

I am a proud Black business owner carrying a line of lip colors for the woman who wants to shine. At Vatarie Cosmetics you can find cruelty-free and vegan lip care products, including clear lip gloss and liquid matte lipsticks. The line is still under development, so there are more products in the making that you'll hear more about soon!

My products are high-quality and it is my dream to take my brand into high-end storefronts across the nation and even across the globe.

About Leticia

I have worked my way into my entrepreneurial career as I did not come from money. The goal of my cosmetic line is to bring excitement to everyone who tries the line. My products are high-quality and it is my dream to take my brand into high-end storefronts across the nation and even across the globe. I believe that with added makeup and a good set of threads, anybody can confidently face the world. I am a proud and firm supporter of the Black Lives Matter (BLM) movement and a proud member and supporter of the LGBTQIA community.

There have been plenty of hardships that I have had to face throughout my entire life, the most recent being the recent death of my father who passed far too soon. I have never allowed these hardships to deter me, and won't start now. I will continue to progress and work hard to build my business, knowing that this is what my father would have wanted.

About the Vatarie Line: What It's All About

Upon launching the line, I had the mission of inspiring every human to find their inner beauty and to have fun along the way. With this in mind, my products are designed for people of all genders, races, religions, and creeds. The Vatarie line will have more to offer customers very soon as I am continually working on developing products and expanding the line. In addition to the lip colors currently offered, the line will soon include highlighters, eyeshadows, and new lip gloss additions.

I believe that no one needs makeup to validate themselves, and we are all beautiful on our own. I do believe, though, that makeup can make life a lot more fun. Now more than ever we are living in a world where there is so much sadness and darkness. Sometimes all we need to change our moods and get away from that darkness is something to help us feel better and more vibrant — this is where a pop of makeup and a well put together outfit can really make an impact.

Now more than ever we are living in a world where there is so much sadness and darkness.

I encourage everybody to embrace their inner beauty and inner style, and express themselves no matter what. My line of products is inspired by high fashion and designed to make a bold statement. The running theme across my products is empowerment at every stage and level. I create products that make my customers feel happy, and I ensure I am happy myself with my products before I release every single one. There is no place for cutting corners as I believe in producing the highest quality product.

I bring my sense of humor and quirky personality into my products and you can see this in the names of each item. Take the lip color "Blood Money," which signifies all the money, tears, sweat, and yes, blood that was put into the brand. Let me tell you, it was hard work, and it still is hard work, but at the end of the day, it fulfills me to know the type of quality I am providing. It gives me great pride to create a line of legendary products that will positively affect someone and bring them to a place of self-love and acceptance.

About the Past that Gives My Business Meaning

I have struggled over the years with mental abuse that has left me feeling as if "I wasn't enough." Added to that, being a Black woman in an industry that is predominantly dominated by other races, I had to work harder to get to where I am today.

Coming from a broken home, my family struggled with addiction, making my entire childhood a miserable nightmare. My mother abandoned us as she was being physically abused, and it was up to us the kids to do everything necessary to take care of the home and each other. We eventually ended up living with my grandmother in Miami, Florida. At a very young age, I had to endure physical and mental abuse and was locked up. At the age of 22, I lost my younger sister to gun violence and found myself raising her one-year-old son as my own.

Being a Black woman in an industry that is predominantly dominated by other races, I had to work harder to get to where I am today.

While my past was a rough one, it is what has made me the strong, independent, and vibrant woman I am today. That woman strives to be her best every day and works tirelessly to provide a line of only the best cosmetics products. I couldn't see this while I was living through those bad situations and struggling to grow up, but I can look back and see how I was made more resilient because of my hardships.

As I grieve over my father's recent passing, I become stronger. It is this added personal strength that will push me forward in everything I do and will be reflected in my work ethic and in the development of new products for my Vatarie line of cosmetics.