We caught up with the brilliant and insightful Sierra Parker a few weeks ago and have shared our conversation below.
Sierra, thanks for joining us, excited to have you contributing your stories and insights. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
My journey began with a deep passion for empowering women, fashion, and helping others achieve their dreams. In 2018, I launched my first business, “Queening in MY Purpose,” a nonprofit organization. The idea stemmed from identifying the needs of women in the community, discussing them with my best friend, and taking decisive action. This year, we proudly celebrate seven years of serving women and the community of San Antonio.
Every business I have started has been born from passion. I have never prioritized money; for me, it’s always been about passion and purpose above all else. My goal is to provide exceptional service to my clients, and everything else falls into place naturally. I have never taken out a business loan; every venture has been self-funded.
I believe in investing in what I do, ensuring I have everything necessary to provide outstanding service and create memorable experiences for my clients. You are the majority vote in all that you do; if you don’t believe in it first, then who will?
Sierra, 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?
Meet Sierra Parker, the Chief Executive Officer of iamSierraParker The Brand LLC (The Brand), which she founded in 2019. This brand was created from the heart of a woman with many gifts who wanted to explore all her talents without being limited. The Brand serves as an umbrella company for various organizations founded by Sierra, encompassing Boutique & Fashion Buying, Brand & Talent Management, and Nonprofit & Community Outreach. Sierra believes that being tied to just one gift restricts potential, and she is determined not to be boxed in.
In 2018, Sierra co-founded the nonprofit “Queening in MY Purpose” with her COO, Rachelle Smith. Both women share a passion for community outreach and strive to create a supportive environment for women and girls. This nonprofit has led numerous initiatives in the San Antonio community and continues to serve alongside other local members.
In 2021, Sierra opened a women’s boutique with her twin sisters, Ryan Neitch and Reagan Braddock, in the midst of the COVID-19 pandemic. The boutique thrived and eventually evolved into a more upscale couture boutique, now named K.Simone’s Boutique. Many people often wonder about the meaning behind the name change. Sierra has a deep relationship with her cousin, Kendra Simone Mosley, whom she admires greatly as a mother, sister, cousin, and person. She made a promise to Kendra that no matter where life takes her, Kendra deserves to see her name in the spotlight. In honoring that promise, Sierra dedicated the boutique to highlight Kendra’s name. The two have always shared a sister-like bond and were extremely close while growing up.
K.Simone’s Boutique has made significant strides, particularly in 2024-2025. The boutique has expanded to include a men’s collection, and Reynaldo Powell, the Stylist and Owner of StylePower, has joined as a fashion buyer. Additionally, Nicole Valorie has been hired as the Managing Director, overseeing the daily operations of K.Simone’s. This brand is thriving!
Sierra is a licensed brow artist who opened her private brow bar, “Sie’Luxe Brows,” in 2021. She is truly a jack of all trades, with impressive credentials to match. In 2022, her brow business expanded as she began certifying other artists to become “Powder Brow Specialists.” With over 13 years of professional training in corporate industries, Sierra has continually honed her skills.
In 2023, Sierra Parker founded ConcreteRose Talent Management (CRTM), a Talent Management Group that provides subscription-based marketing, management, and administrative support services to freelance talent. Upon entering the industry, Sierra recognized the need for talent representation that did not require binding contracts or a share of earnings. Her vision was to create an environment where talent could focus on their craft without limitations or restrictions, leading to the establishment of CRTM in November 2023.
Rachelle Smith serves as Chief Operating Officer, responsible for identifying new opportunities for our talent to engage in. Lee Gore is our Chief Strategy Officer and Talent Manager, fully supporting our models and playing a key role in strategizing for the organization while coordinating out-of-town opportunities for the team. Reynaldo Powell serves as CRTM Stylist and Male Model Coach.
ConcreteRose Talent Management also boasts a full media production team specializing in comprehensive media production, photography, videography, and special events. This team has over 40 years of combined experience and is recognized as top-tier in the industry. We are excited to see the ConcreteRose Media Production Team lead the charge at our prime event in San Antonio. The team includes talented individuals such as Darryl Edwards of J&K Photography, Fredricc Brock of Doc Shoots Too LLC, Salim Proctor of Doc Shots Photography, Jeremy Coates of JeremyGPhotography, Lee Gore of SmalKine Media, and Darri Curtis. We take pride in assembling a team that epitomizes excellence.
In 2025, Sierra joined the DreamVoice/DreamWeek team, founded by Shokare Nakpodia, in a position that allows her to continue serving the city of San Antonio through her passion for fashion and culture. Professionally, Sierra is the Director of Human Resources for a FinTech organization, where she thrives in her role of serving and supporting others. Additionally, she is a full-time mom to her amazing son, Parker Noah, a remarkable young man with a heart of gold. Parker often accompanies Sierra on her many ventures, proving to be quite the trooper.
Sierra is dedicated to working in areas that matter most to her—serving others. She has no desire for idle work; instead, she seeks work that makes an impact and a difference in people’s lives. Often referred to as the “Boss Lady” by her team, Sierra remains a humble servant to those who partner with her, helping to bring their visions and dreams to fruition.
Can you tell us about a time you’ve had to pivot?
Being an entrepreneur is not for the faint-hearted. There will be days with zero revenue and days with $5,000 in earnings, but regardless of the financial outcome, you must love what you do. In 2022, I decided to take a strategic pivot by pausing my boutique operations to reassess and redefine the direction and services I wanted to offer. This pause lasted between six to twelve months and involved thorough evaluation.
Never be afraid to hit the brakes and realign your business as needed, no matter how many times it takes. Continuous reassessment and adaptation are crucial for sustained success.
How’d you meet your business partner?
Rachelle Smith is my best friend and indispensable partner in most of my business ventures. We met approximately nine years ago when I was hired to style her family’s hair for a formal event. Following that initial encounter, we exchanged contact information for hair tips, and our friendship blossomed from there. Since then, we have remained the best of friends.
Rachelle is genuine and a powerhouse in her own right. Although she prefers to stay out of the spotlight, I encourage her to step into it nonetheless. In life, you often find that one person who stands by you unwaveringly, without a doubt, Rachelle is that person for me.
Contact Info:
- Website: www.concreterosetm.com | www.ksimonesboutique.com | www.queeninginmypurpose.org
- Instagram: @iamsierraparkerthebrandllc | @concreterosetm | @ksimonesboutique | @queeninginmypurpose
Image Credits
Main Image: Salim Proctor – DocShotsPhotography
Green Jacket: DocShootsTooLLC, Fredricc Brock