We caught up with the brilliant and insightful Sha-Lai Williams a few weeks ago and have shared our conversation below.

Hi Sha-Lai, thanks for joining 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.

I consider myself a serial entrepreneur. I’ve written devotional journals, started a Christian t-shirt line, hosted conferences for women and girls, spoken at women’s and academic conferences, and am always looking for new and exciting ways to share whatever I feel the Lord has given me. At one time, I was managing multiple social media pages and it just became too much. As I was reflecting over the smartest and most effective way to navigate all the great things I was being blessed to do, I decided that I needed to consolidate everything under one name, in one location.

As I considered the various things I was (am) doing, I thought about what they all had in common. They were all faith based, they all focused on advancing people (especially women), bringing about change, and empowering people to #BeYourBestYou. I thought about business names that included Change, or Transformation, or something like that but they all seemed overused and not quite sufficient. I looked up synonyms for change and came across the term “About Face”, a military term which means to change direction. Now, as a Christian, I believe in repentance, which also means to change direction so the term “about face” really resonated with me. With the core tenets of all my businesses being faith, advancement, change, and empowerment, it was a perfect fit for the FACE part of About Face. Thus, About FACE Collaborative LLC was born.

I definitely felt a sense of accomplishment going through the various steps to obtain my LLC, creating my website, getting a business checking account and credit card. I completely believe this was a worthwhile endeavor that legitimized all the work that I had been doing up til that point. Separately, the various businesses were doing okay, but I felt like combining them, and demonstrating how they all worked towards a common goal, was a smart, strategic, and purposeful next step. Not only would customers from one business now be able to easily access my other ventures, I would be able to streamline my ability to connect with my customers and, therefore, work more efficiently and effectively.

While I don’t necessarily believe I was solving a problem that no one else was, I do feel that I have a unique market who was open to the types of products and programs that I offer. Previously, my in-person events have been geared towards Black women who are Christian, and recently I have expanded my audience to young girls, and I have upcoming events planned for men in 2023. I think one of the reasons my events are unique, and why people enjoy participating, is because I aim to build connection and community among individuals that might not ordinarily network. That is what makes this business so exciting, and motivates me to continue.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I am the CEO and founder of About FACE Collaborative LLC, the parent organization of several faith-based businesses and services, which equips individuals with practical tools to become the best version of themselves in various areas of their lives, including but not limited to, personal, spiritual, emotional, and professional. Current products and programs include ARISE Devotional Journals, CShirts_Apparel, Roar like a Lioness Women’s Conference, 4E Consulting, and more are forthcoming.

In particular, I believe my past and pain were necessary to position my purpose. Those events have birthed a heartfelt desire and ministry to help others, especially women, break free from the unaddressed and unhealed traumatic experiences that are keeping them bound. Whether it’s fear, insecurities, feelings of rejection and abandonment, dealing with broken homes or relationships, or a host of other feelings and situations, I can relate and I want to share my journey with you. ​

My vision is the creation of a divinely connected community of women who are actively pursuing and living in their God-given freedom, passion, and purpose. My mission is to assist in dismantling the emotional, spiritual, and cultural barriers of trauma and tradition that often prevent women from pursuing and living in their complete liberty and freedom. Thus, every event, service, and product connected with About FACE Collaborative LLC has one goal and that’s to help you discover and #BeYourBestYou.

As a licensed therapist with a clinical background that spans 25 years, I utilize my personal experience and professional expertise to serve you as a life strategist, transformational speaker, published author, entrepreneur, and passionate and enthusiastic teacher of many topics, including the Word of God. Motivated and led by Ephesians 4:12, I provide relevant information, essential tools, and tangible strategies that will help you determine and attain your personal freedom, passion, and purpose.

What’s worked well for you in terms of a source for new clients?

The best source of clients/customers for me has been past participants of various events. Word of mouth has been a great source because once one person has a good experience, they share that with others (particularly via social media), then those people reach out and/or attend the next event. I’ve also found that reaching out to friends of friends with common interests is a good way to make potential connections.

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

I keep in touch with clients/customers via social media, email, and phone. I believe that building relationships with the people who have invested in my business is extremely important to fostering long-term bonds, and in turn, brand loyalty, I’m willing to go the extra mile to do so because not only is it helpful to business, I thoroughly enjoy getting to know my clients/customers. This is also important because, as I mentioned earlier, building these strong connections with current clients/customers will generate future clients/customers.

Contact Info:

• Website: www.aboutfacecollaborative.com
• Instagram: instagram.com/dr_shalai/
• Facebook: facebook.com/shalai.williams
• Youtube: https://www.youtube.com/channel/UC1-ZnuoLkYPxjodOEyb2u-w/featured
• Other: linktr.ee/drshalai

Image Credits
Anissa Willilams (last image)