We caught up with the brilliant and insightful LaToya Stewart a few weeks ago and have shared our conversation below.
LaToya, looking forward to hearing all of your stories today. How did you find your key vendor or vendors? Maybe you can share the backstory and share some context and the relevant details to help us understand why you chose them, why they chose you, etc.
After confirming this was what I wanted to do, I knew what kind of clothing I wanted to sell and who I wanted to target. The problem was, I wasn’t sure where to find the appropriate vendors. Initially I conducted a Google search and found a vendor I thought I may like. They were located in Atlanta, which was a plus for me, I thought, because they were only about 2 hours away from me. I placed my first order of about 4-5 different styles and waited. I received the order in about 2 days. Once I received the package, I immediately opened it and began trying on the clothes. I HATED every piece! The quality was awful and nothing I would wear. How could I sell something I personally did not like anything about it? It was hideous! One item looked and felt like a clown costume, literally! There was no way I was going to put my name behind any of it. I contacted the vendor and luckily they agreed to refund me and accept my request for a return. I happily mailed the items back. My next stop was YouTube. Yes! YouTube! There is a ton of FREE content Ava to help you with your journey. I was able to find a few quality vendors to launch the opening of my boutique with. Some I loved and a few were okay. I continued to order from these vendors while I searched for others that were more aligned with my brand. I found Facebook groups dedicated to boutiques, while much of it was trial and error. After about 3 months in business, I planned a trip to the fashion district to find more vendors and develop relationships with existing ones. That by far was the greatest experience. I learned so much and I highly suggest anyone that has or thinking about opening a boutique to visit the fashion district at least once!
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I am a mom of 2 (11 year old girl and 8 month old boy). I’m also a full time employee, so busy/on the go is an understatement! I am an HR professional, so working and interacting with people comes natural to me. I have to manage my time efficiently, otherwise, something will go lacking. I’m like many of my customers. I’m a mom, who has a family to care for and a career to manage and advance. I also have my baby, The Bella Noire Store.
I am often complimented on my wardrobe and how well I am able to put things together. My attire often reflects how I am feeling at the moment and ranges from chic and sexy to lounge and comfort wear. I wanted to provide women various options and show them how to style various items. A basic set doesn’t have to be so basic! Dress it up or wear it casually, you decide!
Who My Brand Serves: The Bella Noire Store was created for you, the fashionista on the go! We provide transitional pieces that can be dressed up or worn casually, so that you feel confident, stylish and feminine. That’s because unlike other stores that focus on affordability and trends, we offer timeless pieces that you’re sure to adore for years to come! So from the office to date night, we’ve got you covered!
We’d love to hear a story of resilience from your journey.
In June of 2021 I found out that I was pregnant with my second child after 10 years. I was also informed in June that I was selected to receive a business grant that allowed me to be in the local mall rent free. Exciting right? Not so much. Unfortunately, June was the downward spiral of my grandfather’s health. He was diagnosed with lung cancer earlier that year and had completed chemo and radiation treatment. His cancer shrunk substantially, however, he began to suffer complications of his treatment. Unfortunately my grandfather passed away on August 15, 2021. I was devastated. He was my biggest cheerleader, so much so, he joined Facebook to follow my business journey. He was so proud of me and I was heartbroken he was no longer here. He wouldn’t get to see the store or meet my son. I received the news of being selected in June and contemplated on declining the offer. After much prayer and debate, I found strength in the very thing that broke me. I pushed myself to find motivation and to make my grandfather proud. Although he wasn’t physically here, I knew he was with me in spirit. I finally picked up the keys to the store in early September. I was set to open on October 1. With the help of family, friends and my new employees I was able to pull it together. It wasn’t perfect or how I intended it to go, but opening day was a success. That alone gave me the motivation to soar. I hit goals I had not reached before in my business, while grieving and pregnant. I knew after this, I could conquer anything, because that experience was one of the hardest things I’ve ever had to go through.
How’d you build such a strong reputation within your market?
Great customer service, integrity and being authentic is what has helped me build a community and a sense of belonging with my customers. I engage with them. I get to know them and connect with them. I let them see me the person and me the business owner. I’m honest when there are issues. I communicate with them when there are delays or mishaps. They are usually always understanding. I always say, it takes a lot of time and effort to acquire loyal customers but it only takes seconds to create a dissatisfied customer. I treat my customers the way I want to be treated as a customer. My brand is built on great customer service and I offer that in every sense of the way.
Contact Info:
- Website: thebellanoirestore.com
- Instagram: @bellanoirestore
- Facebook: @bellanoirestore
- Twitter: @bellanoirestore