We recently connected with Alicia Crudup and have shared our conversation below.
Alicia, thanks for joining us, excited to have you contributing your stories and insights. We’d love for you to start by sharing your thoughts about the pros and cons of family businesses.
To me, family businesses are the backbone of America—many major corporations started as small family operations passed down and grown over generations. Every business I’ve created is rooted in that same idea: building something my family can be part of and benefit from long-term. In my financial business, for example, my family members were among my very first clients. I’ve also mentored and brought my two sisters and brother-in-law into the business, helping them get licensed, and even began involving my parents.
For my design company—and my future wine business—I’d love for my daughter to join if she’s truly interested, as I’d welcome the chance to build a family legacy. Family businesses thrive when everyone shares a strong dedication, but they can also bring challenges. Sometimes, family members may not share the same level of commitment, which can lead to friction and affect both the business and family relationships. It’s a delicate balance, and going into business with family requires clear mutual respect and passion.
In contrast, I’ve also seen the incredible success of family businesses through my clients and business partners. When children or spouses play active roles in the front-end operations, it often leads to tremendous growth and success. In those cases, the shared vision and support strengthen both the family and the business.
I’d love for my daughter to be part of everything I’ve built, if that’s her choice. While I hope she feels inspired by the legacy I’m creating, I’ll never pressure her to follow my path. If her passion leads elsewhere, I fully support that—even if she decides to own the businesses but entrust others to manage them. Ultimately, my wish is for her to follow what truly makes her heart sing, whether that includes my businesses or a path of her own.
Alicia, 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’m Alicia Crudup, founder of Alter Eco Designs & Consulting, where I bring together my passions for design and financial services. My design journey began in childhood, creating my first blueprint in 5th grade and my first website at 17. This passion developed further as I designed clothing, websites, and business plans throughout high school and at Jackson State University, where I earned a degree in Business Administration with a focus on Entrepreneurship.
In college, I discovered a passion for winemaking, and since then, I’ve crafted homemade wine for family and friends. My skills have evolved, and in 2025-26, I plan to officially launch my wine company. I’ve begun growing grapes in Pickens, Mississippi, and have a Napa Valley vineyard partner ready to ship grapes if needed. This brand will stay small and focused on quality rather than mass production, offering a niche wine that’s distinct and intentionally exclusive.
At Alter Eco Designs & Consulting, I provide graphic design, website development, and marketing materials tailored to clients’ needs, along with guidance on impactful design features, advice and administrative support for business growth. On the financial side, I offer comprehensive services for middle-income families and small businesses—from debt elimination to retirement planning—focused on building generational wealth.
I’m proud to be one of the few African Americans in the financial industry and the first African American woman in my local office to manage over $1 million in assets. Working from one of Mississippi’s top-producing investment offices, I’m deeply committed to helping my community achieve financial freedom. My clients know they’re working with someone passionate, dedicated, and fully invested in their success.
My mission across design, finance, and wine-making is to build something meaningful, lasting, and impactful for future generations.
How’d you meet your business partner?
I met Dr. Donetta McCullum-Weatherspoon, an environmental scientist at the Mississippi Department of Environmental Quality, while working for the City of Jackson. We crossed paths when I participated in her state agencies environmental event known as WaterFest on behalf of the city. A few years later, she reached out through a colleague to share valuable insights with me.
At the time, my daughter was just 2 years old, and Dr. McCullum-Weatherspoon came by my home to discuss my future financial plans. I had a life insurance policy through USAA, but she pointed out that it wasn’t nearly enough coverage and that I wasn’t adequately prepared for my daughter’s future. Not only did she help me secure over double the coverage for less than what I was paying, but she also included coverage for my daughter—something I hadn’t even considered. She also identified gaps in my income and retirement planning that I hadn’t fully addressed, despite my business background.
She invited me to work with her and obtain my life and investment licenses, which would enable me to build passive income and establish a business I could pass down to my daughter. Although I didn’t have the funds at the time, Dr. McCullum-Weatherspoon believed in me so much that she personally invested in my start. Since 2016, she’s been not only my business partner but also my mentor, best friend, and my daughter’s godmother. Her support has been invaluable, helping me grow, mature, and gain a whole new perspective on life and business.
What’s been the best source of new clients for you?
Word of mouth has been my best source of new clients. My current clients are wonderful advocates, referring others to me, and my family and friends have also played a major role by sharing the impact of my financial and design services. These personal connections have been crucial to growing my business.
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