We recently connected with J. Latrelle Coward and have shared our conversation below.

J. Latrelle, thanks for joining us, excited to have you contributing your stories and insights. How do you feel about asking friends and family to support your business? What’s appropriate, what’s not? Where do you draw the line?

Sharing my new business venture with close friends and family was a natural step for me, as they’re often the first supporters I turn to. I feel asking for genuine support from them is reasonable, but there is an appropriate way to do it.

When reaching out to friends and family, it’s crucial to approach them respectfully. Providing them with information about the business and inviting them to engage, whether through social media, newsletters, or events, are ways you can do so. However, it’s essential not to assume their involvement, to respect their boundaries, and to avoid guilting them into supporting you.

Additionally, giving our loved ones grace is key. Support manifests differently for everyone, and just because we might not see it overtly doesn’t mean it isn’t there. And just because we’ve asked, it doesn’t mean they’re obligated. Ultimately, building authentic connections and respecting boundaries is paramount in seeking support from friends and family.

My perspective on this was influenced by my frustration over assumed support not materializing. It taught me that not everyone will be interested or able to support our ventures, and that’s okay. While friends and family can be invaluable supporters, it’s necessary to diversify our support network and focus on nurturing genuine relationships if we want to see our businesses grow.

J. Latrelle, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am a Connecticut resident who is driven by a passion for self-care. My journey spans over a decade in healthcare, mental health, and managing my son’s eczema which helped to inspire my dedication to nurturing healthy skin. During the pandemic, I explored skincare product promotion with a multi-level marketing company, leading me to realize my true joy lay in building my own brand. Thus, The Brown Skin Co. was born in June 2020 as an e-commerce venture. Recognizing the synergy between professional treatments and at-home care, I became a Licensed Esthetician in July 2020 and started offering skin care and waxing services shortly after.

I offer luxury facials, premium intimate and body waxing, body treatments, and bleaching services to keep experiences fresh and exciting. Beyond treatments, I provide education and skincare tips via social media and my skincare newsletter so my target audience always has the information they need to reach their skin and self-care goals.

What sets The Brown Skin Co. apart is my dedication to continuous growth, staying updated on industry trends, and offering a personalized touch that extends beyond mere service provision. I’m not just a service provider; my clients rely on me for education, relaxation, and empowerment. I am most proud of the growth I’ve experienced since starting my business with no clientele and zero prospects. I have served over 700 clients to date and I take pride in the connections I’ve been able to forge with my customers, how I’ve empowered many of them to take better care of their overall well-being by prioritizing self-care and the impact I’ve had in their skincare journeys — helping them to love their skin again.

I don’t take lightly being a resource for those who struggle to find service providers who look like them and understand their specific needs in an industry made up of only 5% of Black people. My ultimate dream is to create a self-care oasis – a sanctuary where guests can experience top-notch services and unwind in luxury, leaving their worries behind, if only for a moment.

We’d love to hear the story of how you built up your social media audience?

I built my audience on social media initially by talking about what could be expected from my business and encouraging my followers and friends from my personal social media to follow my business page and share it with their networks. I also spent a lot of time in engagement and Facebook groups promoting my business and explicitly asking for followers. While growing my audience I continued to create content, ensure my profile was intriguing enough to grab someone’s attention, and even engaged genuinely with those who weren’t yet following me in an attempt to spark their interest.

The advice I always give those building their presence in addition to what I’ve mentioned above is no matter what, keep trying. Keep posting content even if you only have 10 followers and never stop promoting on your personal social media pages. Most importantly, don’t get so hung up on follower count and instead focus more on engaging and creating relevant content. Eventually, the right people will come.

How do you keep in touch with clients and foster brand loyalty?

I have an ‘open-door’ policy with my clients. Once they come to me for a service they have access to my knowledge for life and know they can always text or email me any questions about skincare; regardless if they come to me for just waxing or just facials I’m a resource for their overall skincare journey. In addition to staying connected via social media and occasional message blasts via SMS/email marketing, I also have a separate digital newsletter that goes out periodically in which I share skincare education, self-care tips, product recommendations, and more.

Contact Info:

• Website: www.thebrownskinco.com
• Instagram: instagram.com/thebrownskinco
• Facebook: https://www.facebook.com/BrownSkinCo

Image Credits
I own the rights to these photos