Alright – so today we’ve got the honor of introducing you to Celeste Brown. We think you’ll enjoy our conversation, we’ve shared it below.
Celeste, appreciate you joining us today. So, naming is such a challenge. How did you come up with the name of your brand?
It was back in 2019 and I was doing some self-reflection. In that reflection I knew I wanted to be intentional and positive moving forward in life.
I’ve come to learn the power of the words “I AM”. I began writing I AM affirmation statements on post-it notes, like, I Am Loved, I Am Enough, I Am Capable, I Am a Boss, I am Successful, and posting them on my bedroom wall. It was during that time something, inside of me said “YOU DEFINE YOU:” That was my “ah ha” moment, and I knew no matter what people say, think or feel about me mattered. It is what I say, feel and think about myself that matters most, and the outcome of my life is in my hands.
Fast-forward, about a year and in 2020, I registered with the State of Ohio as a sole proprietor, knowing that I was going to start a business., and in June of 2021 the business became Defining Enterprises, LLC., stemming from those earlier thoughts of “You Define You.”
Now fast-forward to late August 2021 and while traveling out west I saw a cosmetics machine and thought I haven’t seen anything like that back home in the Akron area. When I got back home, I pitched the idea of a beauty machine to a couple local shopping malls in the area. without any luck. Then one day, soon after, I received an email from my local airport (Akron-Canton Airport) that included a statement from the airport CEO with a link that said contact me. Without anything to lose I sent an email to the airport CEO with a brief introduction of myself and my idea. To my surprise I receive a response the next day with an invite to come in for a meeting. The airport liked the idea and was very interested in bringing this type of new innovative automated retail machine to the airport. But there was just one little problem. It was still an idea at this point. I did not have a machine, or product, or name for a machine or anything concrete to actually be in this industry. They airport gave me time to research and come back to them with some details on how I would be able to make this all happen. In 2 weeks, I came back and gave a more formal presentation including what a high-end automated retail machine would look like. The airport said “Yes.” and going back to the theme of my life Defining Essentials™ automated retail machines were born.
Celeste, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Automated retail is the future of traditional vending, and I could have never imagined that I would have such a passion to be leading an up-and-coming company in this fast-growing industry. I always say that industry picked me; I didn’t pick the industry, but it has been a perfect pairing.
What makes me so excited is all the opportunity available. The fact that we are located in the Akron-Canton Airport is a really big deal. It is traditionally very hard for a small, minority, woman-owned business to have an opportunity to operate in an airport environment. By being in this environment over the past year and a half, I have been fortunate enough to meet and expand my connections in the industry; most recently attending the Airport Minority Advisory Council (AMAC) conference in San Antonio, TX this past June. There I met and connected with Airport Directors/CEO’s and other professionals in the airport and airlines industry from all over the country. These connections have already led to new opportunities. The automated retail industry is expected to grow to be a $12 billion industry by 2025. With new opportunities on the horizon the future of Defining Enterprises, LLC is very bright.
The Defining Essentials™ automated retail machines located in the Akron-Canton airport retails travel accessories, electronics, toys, beauty products, over-the-counter items, hygiene products and more, but what makes our machines extra unique outside of dispensing non-traditional items, is the digital display screen on the top of the machines where advertisements, or information can be displayed. We have had businesses advertisements. We have used the space also to play sports highlights, welcome the 2022 class of NFL Football enshrines to the Canton Football Hall of Fame, give the daily weather report and the trailer for the Shooting Stars movie currently steaming on Peacock TV.
Because Defining Essentials™ automated retail machines are not your traditional vending machines they can essentially be located in many different locations. Imagine Defining Essentials™ automated retail machines on a college/university campus dispensing anything from laundry detergent, contraception, over-the-counter items, and beauty products, or Defining Essentials™ automated retail machines on a resort dispensing sun block, flip flops, sunglasses and souvenirs, or a Defining Essentials™ automated retail machines in a hospital dispensing over-the-counter products, hygiene products, and electronics. Then to top it off, businesses advertising in all those environments also. The sky is the limit, and we are just getting started.
Individuals are also asking how they can purchase machines directly from Defining Enterprises, LLC, to sell their own products. We are not quite there just yet, but it is not out of the question. As Defining Enterprises is growing, we are exploring all avenues for growth, and expect to be a leader in this industry and grow our market share.
How about pivoting – can you share the story of a time you’ve had to pivot?
Having to pivot in business is one of the first things you learn when you start a business. It is good to have your plans written out and objectives to meet, and goals to reach, but undoubtably, be ready to expect the unexpected. For not often does things ever go as planned.
Oten times when people are talking about Defining Essentials™ automated retail machines they refer to them as vending machines. Which there is nothing wrong with as automated retail is the future of vending. Being that the spaces are very similar I have been approached about opportunities in the traditional vending machine space as well.
As the automated retail industry is growing by leaps and bounds the traditional vending space is still a very relevant and profitable, so we are also exploring opportunities in the traditional vending space as well.
When it comes to pivoting in business you have to be as ready as possible for what may come your way.
If you have multiple revenue streams in your business, would you mind opening up about what those streams are and how they fit together?
Yes, Defining Enterprises, LLC does have other supplementary revenue streams. When we first started on this journey in the automated retail industry the original thought was to have a beauty machine. Although an outright beauty machine was not a good fit for the airport, we knew we still wanted to incorporate beauty items. As a woman who likes beauty products and make-up, I created my own branded strip lash line. Y D Y 3d Mink Lashes (You Define You). The lashes are available in Defining Essentials™ automated retail machines and exclusively on-line at www.definingenterprises.com/lashes
There are 6 lash styles in the collection. Day Collection (Natural and Day Lashes), Night Collection (Midnight and Twilight Lashes), and Glam Collection (Starlet and Super Star Lashes). We also have Y D Y Long Wear Lash Glue and a Y D Y Beauty Blender available.
And I must say these are some of the best strip lashes, glue and beauty blender available. I Love, Love, Love them all. Order a pair and try them for yourself. You will love them too.
Contact Info:
- Website: www.definingenterprises.com
- Instagram: _youdefineyou_