We recently connected with Yolanda And Monroe Smothers and have shared our conversation below.
Yolanda and Monroe, thanks for taking the time to share your stories with us today We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
As born connectors and community-driven entrepreneurs, the Smothers duo created the brand as a bold statement—one that celebrates Duval County not just as a place, but as a mindset, a movement, and a way of life.
Inspired by the energy, resilience, and originality of Jacksonville, Excuse The Duval In Me blends culture, fashion, and storytelling to spotlight the city’s unique identity. From elevated apparel to creative collaborations, the brand is known for turning local pride into wearable confidence—giving people permission to show up fully and authentically, wherever they are.
Yolanda and Monroe, 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?
Yolanda brings a sharp eye for branding, customer experience, and strategic growth, while Monroe adds creative vision and cultural insight, making their partnership both balanced and intentional. Together, they are committed to building a brand that honors the past, represents the present, and inspires the future of Duval culture.
More than a brand, The Excuse The Duval In Me® Brand is a declaration—one that proudly says: this is who we are, and where we’re from, with no apologies.
Have you ever had to pivot?
Why We Pivoted During and After COVID
Like many small and minority-owned businesses, The Excuse The Duval In Me® Brand was significantly impacted by the COVID-19 pandemic. Prior to COVID, our business model relied heavily on in‑person sales, events, pop-ups, and community-driven activations that allowed us to directly connect with our audience and move product.
When the pandemic hit, those opportunities came to an abrupt halt. Supply chain disruptions, rising production costs, event cancellations, and reduced consumer spending created an environment that made it extremely difficult to operate under our original model. As a result, the business experienced a sharp decline in revenue and, at one point, came close to shutting down entirely.
In order to survive, we were forced to pivot quickly and intentionally. This meant reevaluating our operations, scaling back where necessary, and shifting focus toward digital strategy, brand positioning, and long-term sustainability rather than short-term sales. While this transition was challenging, it ultimately strengthened the foundation of our brand.
Post-COVID, our pivot allowed us to reemerge with a clearer vision—one that emphasizes strategic partnerships, premium storytelling, and scalable collaborations rather than relying solely on traditional retail or event-based sales. The experience tested us, but it also refined us.
Today, The Excuse The Duval In Me® Brand stands as a more focused, resilient, and purpose-driven company. What nearly took us out became the catalyst that reshaped how we build, grow, and protect the brand moving forward.
We’d love to hear about how you met your business partner.
Our Story: From Dial‑Up to the Age of AI
Yolanda and Monroe Smothers met back when the world moved a little slower—and the internet made sure you knew it was connecting.
It was the era of America Online, when conversations started in chat rooms, friendships formed through curiosity and patience, and that unmistakable dial‑up sound meant possibility. Before social media timelines and instant video calls, there were typed messages, anticipation, and the excitement of getting to truly know someone—one conversation at a time.
What started as a connection through AOL quickly became something deeper. In a world that was just beginning to shrink through technology, Yolanda and Monroe found each other—two people aligned by timing, energy, and intention. The internet may have introduced them, but commitment, faith, and love carried them forward.
Fast‑forward nearly 20 years of marriage, and the world has transformed in ways no one could have imagined back then. We no longer dial up for the internet. We carry the world in our pockets. We build brands online, connect globally, and now live in the age of AI, where innovation moves at lightning speed.
Yet through every technological evolution—from dial‑up to broadband, from AOL to algorithms—what has remained constant is the foundation of their relationship: partnership, resilience, and vision.
Together, Yolanda and Monroe have grown not only as a couple, but as creators, entrepreneurs, and builders of legacy. They’ve weathered economic shifts, cultural changes, and a global pandemic. They’ve pivoted, rebuilt, and reimagined—always side by side.
As they approach 20 years of marriage in March 2026, their story stands as a reminder that while the tools may change, connection is timeless. Love still begins with conversation. Growth still requires patience. And legacy is built by those willing to evolve without losing who they are.
From AOL chat rooms to AI‑powered futures—this is a love story rooted in connection, strengthened by change, and excited for what’s next.
Contact Info:
- Website: https://www.excusetheduvalinme.com
- Instagram: Excuse The Duval In Me
- Facebook: Excuse The Duval In Me
- Twitter: Excuse The Duval In Me
- Youtube: Excuse The Duval In Me
Image Credits
Credit of Excuse The Duval In Me