We caught up with the brilliant and insightful Safhari Dixon a few weeks ago and have shared our conversation below.

Safhari, appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?

I’m the business woman that’s in multiple lanes, never boxed in. I do multiple things such as PR and all things social media for my business “Thee SD Experience” and I’m the CEO/Founder for my unisex clothing brand “iRoyal Clothing”. When I’m asked “what’s your title” it’s hard to say because I’m an artist in multiple lanes, so I think “Serial Entrepreneur” or “Business Woman” is a great fit. The mission behind my businesses is to help others, but the story for each business is different. My passion to help others and my creativity is how Thee SD Experience was born. As for iRoyal Clothing, this unisex brand was inspired by my late friend India Royal; who was murdered on January 13, 2017. India had a passion for fashion and loved to dance, so there was no better way than to honor her this way. Partial proceeds will be going towards a dance scholarship. Look out for the relaunch this year!

Safhari, 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?

Let’s see if I can make this as short as possible. My name is Safhari, I’m 25, currently reside in Atlanta and I’m the jack of all trades when it comes to entrepreneurship. I’ve been creative my whole life, nothing was ever really taught to me. Not entrepreneurship, not my creativity, not my work ethic, how to be a business woman … nothing. The person you’re reading about is who I’ve always been. It goes all the way back to elementary school for me. Writing short stories, drawing, the PicNik collages we used to do and unintentionally studying the music industry is how I got here today.

Thee SD Experience which started off as “Safhari PR” back in 2018 is so much more than PR now. I transitioned my business earlier this year after realizing how many skill sets I’ve built over the years. I now offer multiple services such as Biography, Press Releases, Flyers, Content Videos, Media Kits, Social Media Management, Project Management and Email Marketing. The problem all of my clients have is being consistent, creative and keeping up with the trends on social media. It’s my job to make their day to days much easier. They tell me their vision and I execute it. Being self-taught, no team, no mentor and offering as many services as I do is what sets me apart from others in my field. My business shows I have a true passion for what I do because I could’ve gave up along time ago doing this with no team, but that’s where God comes in. I’m not really doing it alone, he’s helping me. I’m most proud of coming as far as I have because people only see the results. Nobody see the hours I put in on Google and YouTube. I’m so proud of satisfying every client that reached out to me for my help! I will always go above and beyond for my clients.

As for iRoyal Clothing, I’m doing something not too many clothing brand owners are doing. This unisex brand comes from the heart, a real genuine place. Laying down one late night thinking of India, this idea came to mind. I wanted to make sure she still had something going for her since her life was cut short. I’m not just doing this to make myself feel better, I’m not just doing this for the scholarship; but to help her family and friends keep her name alive in nothing but a positive light. This brand is for India, all of her loved ones and for anybody who lost someone due to gun violence. I’m most proud of everything I’ve done for this brand so far whether it’s been fast or slow because this has been so hard to do.

What’s been the most effective strategy for growing your clientele?

Putting myself out there and not caring about the likes and views. I make sure I consistently talk about my business, even if I’m not posting actual work at the moment. People may not like everything, but I know they’re always listening and watching. I also get many clients word of mouth which is why I’m never too focused on social media. My family, friends and even the people I don’t personally talk to always refer me to others because I’ve proven I can satisfy my clients.

How about pivoting – can you share the story of a time you’ve had to pivot?

When almost anything in the world changes, so does PR. I feel like I’ve been pivoting in my career for 5 years, not even being dramatic. I currently have to pivot now with AI becoming a big thing. I still don’t have a clue exactly what it is, but I know I have to learn it. It’s always something new on the to-do list to learn in this field.

Contact Info:

• Website: https://theesdexperience.wixsite.com/theesdexperience
• Instagram: @theesdexperience / @iroyalclothing
• Linkedin: https://www.linkedin.com/in/safhari-dixon-916ba6170/

Image Credits
Rambo Rowe @bigramborowetheone