We recently connected with O’thainia Johannes and have shared our conversation below.

O’Thainia, thanks for joining us, excited to have you contributing your stories and insights. If you could go back in time do you wish you had started your business sooner or later

If I could go back in time, I definitely wish I had started my business sooner. I launched my business during the COVID-19 pandemic, after being laid off from my job. That experience was a wake-up call for me. It made me realize that I didn’t want to rely on someone else for financial stability or risk experiencing a lack of cash flow due to circumstances beyond my control.

Starting my business sooner would have given me the opportunity to fully embrace entrepreneurship earlier. Instead of having to return to the workforce once COVID restrictions were lifted, I could have focused all my energy on building and scaling my business. It would have been a chance to establish myself in the market, and create the financial and personal freedom I’ve always envisioned.

Looking back, while I’m proud of what I’ve accomplished since starting, I often think about how much further along I might have been if I had taken the leap earlier. That said, the timing taught me resilience and resourcefulness, which I carry with me today.

O’Thainia, 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?

My name is O’Thainia Johannes, and I was born and raised on the beautiful island of St. Croix, Virgin Islands. My journey into entrepreneurship began in 2019, inspired by my love for doing my own makeup and wearing quality hair. I started small, dedicating hours to watching YouTube tutorials and conducting research to learn everything I could about starting a beauty business. After much trial and error, I officially launched Cruzan Empire LLC in June 2020.
Cruzan Empire LLC is more than just a business—it’s a platform for empowerment. We offer a wide range of luxurious hair extensions, handmade cruelty-free lip glosses, lipsticks, and eyelashes, all at affordable prices. My goal has always been to enhance beauty by providing high-quality products that make people feel confident. I want our clients to leave with flawless hair, opulent lashes, and radiant lips. But more importantly, Cruzan Empire is about embracing a fearless approach to beauty—breaking boundaries, rejecting self-doubt, and stepping into your power as an “Empire Babe.”
As my business grew, I expanded into providing services. What began as styling hair for friends and family—fixing, refreshing, and enhancing their looks—quickly turned into people asking my friends and family who was behind their transformations. Today, I specialize in lace wig installs and loc maintenance, helping my clients feel confident and beautiful every day.
I’m incredibly proud of how far my business has come. Seeing Cruzan Empire flourish both in Tampa, where I currently reside, and back home in the Virgin Islands fills me with gratitude. It’s a reflection of hard work, perseverance, and the overwhelming support I’ve received from my community, family, and clients.
To anyone just learning about Cruzan Empire, know that this brand is more than just a business—it’s a way of life. It’s about helping people embrace their unique beauty, overcome insecurities, and feel bold enough to break barriers. Whether through our products or services, my mission is to empower others to be their most fearless, radiant selves

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

Yes, I manufacture my cosmetics, though my journey into it was anything but straightforward! When I first started, I had no idea how to manufacture products. I immersed myself in research, watching countless videos and studying formulas to understand the process. I invested in the tools, equipment, and ingredients needed to create my products and began manufacturing them myself. However, as my business grew and my daily workload became more demanding, I realized I needed help to keep up with the demand while maintaining the quality my customers deserved. That’s when I decided to find a reliable manufacturer. My search involved researching vendors with solid reviews, prioritizing those who had been in business for over 15 years, and ensuring they were open to customizing products to meet my specific needs. It was also important that they were approachable and communicative. I ordered samples from each vendor and carefully evaluated their products through a process of elimination until I found the right one.

Along the way, I’ve learned so much about manufacturing. For example, I discovered that certain ingredients simply don’t mix well together and gained a deeper understanding of the benefits different ingredients can offer. This knowledge has been invaluable, not just for ensuring my products meet high standards but also for helping me better educate my customers about what makes Cruzan Empire’s cosmetics unique.
Ultimately, manufacturing has been one of the most challenging yet rewarding aspects of building my business. It’s taught me patience, precision, and the importance of adapting as my business evolves.

What’s a lesson you had to unlearn and what’s the backstory?

One of the biggest lessons I had to unlearn is that perfection is impossible. Early on in my journey, I was so focused on getting everything “just right” that it often slowed me down. I wanted every product, every detail, and every aspect of my business to be flawless before I put it out into the world.
But over time, something shifted. I started sharing my work, even when it felt unfinished or imperfect, and the response was incredible. I received countless compliments, glowing reviews, and valuable feedback from clients who loved what I had created. It taught me that striving for progress, not perfection, is what really matters.

Perfectionism often holds us back from starting or growing because we’re so afraid of falling short. I’ve learned that putting my best effort out there even if it’s not “perfect” allows me to improve, adapt, and connect with my audience in ways I never could have by waiting for everything to be flawless.
This lesson has been freeing. It’s helped me embrace the journey of entrepreneurship and creativity with all its imperfections, and for that, I’m grateful.

Contact Info:

• Website: https://www.cruzanempire.com/
• Instagram: https://www.instagram.com/cruzanempire?igsh=dzlieDU5ajB3dWZp
• Facebook: https://www.facebook.com/share/1B5dq8NLAA/?mibextid=wwXIfr
• Other: Email: cruzanempire@gmail.com
  Booking site: https://cruzanempirebooking.as.me/schedule/be0850a5