We recently connected with Sharena Loggins and have shared our conversation below.

Sharena, looking forward to hearing all of your stories today. We’d love to hear the backstory behind a risk you’ve taken – whether big or small, walk us through what it was like and how it ultimately turned out.

The risk I’d like to share is investing marketing dollars into your business.

When I started The Regal Phoenix, my business took off faster than I could keep up. The problem was never keeping up with the orders, but it was rather creating a foundation and brand message that sustained the business when the market changed.

Because of the way the brand took off, I never had the time to sit down and hone in on who I wanted to serve, why, and my process for doing that. I was being led by the growth of the business as opposed to creating a plan to scale and sustain growth.

But as COVID unfolded, the market changed and so did the trends. Peoples needs and values have changed and in effect sales have decreased. That coupled with the ongoing recession has spelled uncertainty for small businesses like mine.

During the last year I have been trying to find my voice and market to the target I thought was listening to me. Knowing that I must invest in myself and my business, I sought out the information and expertise I thought I needed.

I have paid for strategic intensives, market research, marketing/ brand gurus all who have delivered lackluster information and gimmicky marketing ideas, never any deliverables worth the thousands of dollars I paid them. Nothing that ever generated additional sales, a ROI or improved the brand messaging of my business.

It took me almost a whole year of risking my personal funds hiring marketing consultants to find the one person who actually delivers on their word and is now helping me to rebrand.

I knew that it was time for my business to shift, but now I understand that I was thinking small and I truly needed to pivot my business to thrive in this new age of e-commerce. If I would’ve given up after the first 2 or 3 times, because I was discouraged or lost money, I would have never hired my current consultant. I’m so glad that I didn’t give up! This rebrand is going to be legendary!

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

For those who are unfamiliar with me my name is Sharena Loggins. I am a Wife, Mother of 6 and the Founder of The Regal Phoenix brand.

I started The Regal Phoenix 4 years ago during a time of great spiritual transformation. It started as an online crystal shop that grew to offer authentic metaphysical supplies, hand crafted crystal jewelry, ritual kits and divination tools. At that time, I just wanted to share the tools that had helped me to create supernatural change in my life.

As I continued on my journey, I became a Reiki Master and because I was already a Crystal Alchemist, I naturally incorporated crystals into my healing practice. Now, 4 years later, my business is rebranding and pivoting to promote self-healing practices for black women facing personal trauma and life transition.

I just recently opened The Regal Phoenix School of Energy where I will be teaching Traditional Usui Shiki Ryoho Reiki Levels I, II and Master/Teacher (III). My online store www.theregalphoenix.com will carry authentic spiritual tools to support our Reiki students in their personal healing and practice.

As a brand we will provide spiritual tools and education that aid in the journey of self-healing, spiritual growth and vibrational ascension. Our mission is to empower women to tap into their Goddess energy and unleash the powers of self-love, self-care and self realization.

Have you ever had to pivot?

I am currently in the process of pivoting. My online crystal shop became a six figure business very quickly but just as fast as business grew, when the market changed, business died dramatically just the same.

What I realized is that it’s time to tell a different story. What attracted customers to my brand 4 years ago is not going to attract them now in 2022 so what will?

Market testing and research is what we are currently doing as we rebrand and prepare for our legendary launch. The Regal Phoenix will have new colors, a new logo and a brand message that speaks to the audience we intend to target!

We’ve grown and we’ve learned many lessons along the way. We intend to share those lessons with our audience and promoted healing along the way!

Can you talk to us about how your funded your firm or practice?

I initially funded The Regal Phoenix primarily from my personal funds. Being an online business keeps overhead low so expenses were limited to platform fees and subscriptions. To be honest some months I couldn’t even afford the $30 Shopify fee.

Once the business started making money I reinvested 100% of the profits back into the business. I never used the money for personal bills or reasons.

When business started to slow down last year, I was able to continue functioning due to the way I had managed the funds.

I will say that I did spend a hefty penny on marketing between ads, consultants, designers etc. I have not seen a return on my investments so far so I do wish I had focused more on business credit back then and used someone else’s money to float my marketing budget.

I am currently in the process of growing my business credit portfolio so that we can scale in 2023 and continue our growth strategy using other peoples funds!

Contact Info:

• Website: www.theregalphoenix.com
• Instagram: www.instagram.com/theregalphoenix
• Facebook: www.facebook.com/shopregalphoenix
• Twitter: www.twitter.com/theregalphoenix
• Other: School Of Energy https://school-of-energy.thinkific.com/courses/reiki-i

Image Credits
Shaunelle Murphy