We caught up with the brilliant and insightful Dr. Joy Allen a few weeks ago and have shared our conversation below.
Dr. Joy, appreciate you joining us today. How did you come up with the idea for your business?
In terms of exercising my Second Amendment rights, I was a “late bloomer.” I didn’t have a fear of guns but strongly believed, at that time, that a responsible parent would not keep them in the home with young children present. My husband, who is a veteran of the US Marine Corps, often joked with me about my opinions of firearms. It certainly surprised him when I announced in November 2015 that I really wanted to learn to shoot. He quickly embraced the assignment and arranged my very first lesson with the one and only Chris Tilley. Needless to say, that single hour of instruction changed my life, and I was hooked from the very first shot.
Over the following months, I began to research training opportunities. Like the majority of others, I enrolled in a Concealed Carry Handgun course and sat in a few other introductory trainings. Unfortunately, they highlighted a very real issue that still exists in the South. The classrooms were often riddled with Confederate flags. The instructors share insensitive jokes about politics and gender. As I looked around, there were few like me. Women and African-Americans were nowhere to be seen. Thankfully, I did find a “safe place” in the Academy of Personal Defense & Security in Wendell, NC. I enrolled in almost every course they offered and was encouraged to pursue instructor qualifications.
I continued to gather credentials as I worked as an Assistant Instructor at the APDSNC, eventually launching E3 Personal Defense & Safety, LLC. Ultimately, my goal was to provide an alternative. I wanted others to feel welcome in the 2A space. I wanted to ensure that other women, particularly women of color, would not have to suffer the isolation or uneasiness I felt while simply attempting to pursue a hobby and exercise my rights. Ultimately, I expanded that vision even more, founding InHER Piece Ladies’ Shooting Clubs.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
Like so many others, I am a wife and mother before all else. I am also blessed to fill the roles of pastor, entrepreneur, clinical research executive, published author, and lifelong student! I fell in love with shooting sports after taking my “first shots” in November 2015 and immediately had a burning desire to share my newfound knowledge and zeal with the community.
In 2017, E3 Personal Defense & Safety was launched to provide professional, customized firearm training (beginner through instructor certification), safety seminars, and crime prevention programs demonstrating excellence in empowerment education. As a person of excellence, I wanted to ensure my customers received gold-standard services. So I committed to my own training and created a business model that would prioritize community outreach and involvement. By the grace of God, I became the first African-American female in North Carolina to simultaneously hold instructor credentials from the National Rifle Association (NRA), the United States Concealed Carry Association (USCCA), and the National African-American Gun Association (NAAGA). I am also credentialed as a Certified Training Counselor with both the USCCA and the NRA, meaning that I’m qualified to train, mentor, and certify other instructors for those organizations. Most recently, I completed the Rangemaster Instructor Certification, which is the credential I’m most proud of, mainly because it’s a credential that truly tests one’s ability behind the trigger.
I have three more advanced courses to complete before the end of the year, as education is important. Let’s be honest. Many of my counterparts have been shooting for decades longer than me. I have a lot of time to make up for if I want to offer the best to my customers.
My own upskilling will continue to take time, and I recognize that. So, to directly change the narrative and bring immediate diversity to the firearms community, I also founded and launched InHER Piece in May 2020. Since that time, several hundred ladies, representing many cultures, nationalities, and ways of life have connected to InHER Piece, creating a supportive, inclusive, and enthusiastic environment where women can build confidence through firearms education and the expression of the Second Amendment. Peace of mind, one round at a time!
Can you open up about how you funded your business?
Anyone can see, especially after the events of 2020, that firearms instructors are everywhere! I knew I had to stand out and perfect my niche – my corner of the market. Like any other entrepreneur, I realized that financing the vision would have challenges.
Embracing that challenge, I leaned into my knowledge of running ministries and non-profit organizations. It was very important to me that E3 Personal Defense offers training to those who may not be able to afford it. Being a responsible gun owner can be expensive. And honestly, those who need the tools and education most are generally the same citizens who can’t afford the fees, training, and equipment required. So, in addition to keeping E3 options affordable, we immediately partnered with churches, civic groups, and non-profit organizations to bring this education into our communities. Over time, this developed into our signature Community Outreach Program (COP), which continues to offer free seminars, courses, and initiatives to the community. Our public courses cover the costs for the program and provide much of the operating income for InHER Piece. This way, we are also able to keep those membership costs low, at just $50 per year, removing much of the financial burden so that anyone who desires to be involved may do so.
Over time, we’ve amassed lots of support from organizations of every size and genre – from Eagle 1, the local gun range that hosts most of our courses, to a partnership with the USCCA. We are consistently involved in community service efforts through various non-profit organizations and have been blessed to have worked with thousands of students since starting this journey.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Integrity. I love God, and I love people. It’s that simple. I’m not the typical gun enthusiast. And I’m not out trying to take anyone’s money. I do this because I love it. And I’m 100% comfortable in my own skin. Those who patronize our business appreciate the honesty and professionalism with which we work. And it’s not just about me. My husband, Chris, is 100% authentic. And our instructor colleague, LaTonya Bufford, is a caring person who just wants to see others succeed.
There are no ulterior motives, and I truly believe that’s why our customers choose to work with E3 Personal Defense and InHER Piece. I also believe that giving is a currency. Both of our businesses give more than they receive, and that’s huge. As long as we continue to be honest, professional, and philanthropic, God will do HIs part, and the success will continue. I truly believe that!
Contact Info:
- Website: www.e3personaldefense.com and www.inherpiece.com
- Instagram: @e3personaldefense, @inher.piece
- Facebook: @e3personaldefense, @inherpiece
- Linkedin: https://linkedin.com/in/joyallen
- Twitter: www.twitter.com/drjoyallen
- Youtube: https://www.youtube.com/@e3personaldefense
Image Credits
Jasmine N. Allen