We caught up with the brilliant and insightful Tierra Chess a few weeks ago and have shared our conversation below.
Alright, Tierra thanks for taking the time to share your stories and insights with us today. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? We’d love to hear the backstory the illustrates how you grew your brand.
My story of scaling up begins with a turning point—realizing that I wasn’t happy following society’s norms and choosing a path that was true to me. After a three years in corporate, I felt lost and drained, trying to fit into an environment that didn’t reflect who I was. That was the moment I decided to put myself first, despite how uncomfortable it felt at the time.
Scaling up ‘Ti3rra Travels’ wasn’t an overnight success; it came from consistently showing up, making tough decisions, and having faith in my vision. My story begins in the pandemic. While everyone was adjusting to the new norm, I saw a deeper need to support small businesses in NYC. As someone working a demanding 9-5 corporate job in Global Market Financial Risk, I started using my free time to create TikTok videos promoting small businesses that were struggling to stay afloat. What started as a way to help them quickly turned into a passion for storytelling, content creation, and highlighting the hidden gems around the city.
Within just five months, my platform grew to over 50K followers. This was a turning point, not only for the brand but for me. It became clear that ‘Ti3rra Travels’ had potential, but that growth didn’t come without challenges. Balancing my corporate job with this newfound passion was tough. There were and still are countless nights of editing videos after long workdays, and early mornings catching flights, using PTO to travel and create new content. I had to implement strict time management strategies and develop a work ethic that would push me through those sleepless nights.
The real test was staying true to myself. My journey has been marked by not fitting in, whether it was in school, college, or even in my corporate job. Being the only Black woman in many spaces taught me resilience. The truth is, I wasn’t meant to fit in, and once I embraced that, everything changed. I made the conscious decision to stand out in every way. This meant crafting a unique voice for ‘Ti3rra Travels’—a mix of budget and luxury travel, a focus on hidden gems, and creating content that resonated with my audience who, like me, were seeking something more authentic and relatable.
My strategy was simple: use what I had—my corporate salary—to fund what I wanted. I didn’t wait for sponsors or handouts. I invested in myself. Every piece of content, every trip, and every TikTok video was a step forward. My followers appreciated the transparency, the hard work, and the fact that I was relatable—a person building something while still working full-time.
I’ve learned that scaling up isn’t just about numbers or followers, but about persistence, creating opportunities where none existed, and being willing to grow through the process. While I’m still in the corporate world, I now have a clear path of where I want ‘Ti3rra Travels’ to go. Every twist, turn, and obstacle has led me here, and I’m far from finished. This journey has just begun.
Tierra , 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?
For those who may not know me, my name is Tierra Chess, and I’m the founder of ‘Ti3rra Travels,’ a travel content brand focused on uncovering hidden gems in NYC and beyond. I also work full-time within Risk/Project Management, where I manage regulatory risks and ensure compliance with industry standards at a fortune 100 company. Balancing both worlds has taught me a lot about discipline, creativity, and how to follow your passion while maintaining a demanding career.
My journey into content creation began during the pandemic when I noticed small businesses struggling to stay afloat. I leveraged TikTok to highlight these businesses, producing marketing videos that helped increase their customer retention and engagement. As I saw the impact my work had, I realized that creating travel content was not only something I loved, but it was also a way to inspire others to explore new places while supporting local businesses.
‘Ti3rra Travels’ focuses on providing authentic travel experiences and tips, especially for first-time travelers. I spotlight hidden gems, whether it’s a unique restaurant in NYC or an affordable boutique hotel abroad, making travel accessible and enjoyable. What sets me apart is my ability to blend budget-conscious travel with luxury experiences—what I like to call “living a champagne lifestyle on a soda budget.” I’m committed to showing people that you can travel beautifully without breaking the bank. Another thing that set me apart from others is the ability to do it all. While working my 9-5, I not only create TikTok videos but also videos for Instagram and YouTube.
I’m most proud of how my platform has grown from just an idea into a brand that resonates with travelers who are looking for genuine experiences. I want my followers to know that ‘Ti3rra Travels’ is about more than just visiting famous destinations—it’s about finding those special, often overlooked spots that make travel magical. Whether you’re a seasoned traveler or someone who’s just starting out, my goal is to provide you with the inspiration and tools to explore the world in a way that suits your style and budget.
Do you think there is something that non-creatives might struggle to understand about your journey as a creative? Maybe you can shed some light?
As a travel content creator and someone still working a corporate job, I’ve had a unique and challenging journey. Many people don’t realize the complexity behind the scenes of creating travel content, especially as a solo traveler. It’s easy for non-creatives to look at my social media and assume I’m constantly living a luxurious lifestyle or that content creation is effortless. However, they don’t often understand the dedication, planning, and multitasking required. People assume I have wealth from sources like a sugar daddy or rich parents, but the reality is that I use my corporate earnings to fund my travels while balancing a demanding full-time job.
As a solo traveler, I am the entire production team—I’m the director, editor, photographer, and security, all in one. Imagine traveling to a new country alone, setting up a tripod or expensive camera equipment while staying alert to your surroundings for safety. It’s a lot of pressure to manage. Content creation can be draining mentally and physically. Late nights, lack of sleep, and constant multi-tasking come with the territory, and it takes real dedication to keep pushing through.
The journey can feel lonely, especially when you start losing friends or feel used by people for clout or free services. There’s also the challenge of constantly being judged without people knowing the effort behind the content. But what keeps me going is the passion I have for showing hidden gems, bringing authentic travel experiences to my audience, and helping small businesses thrive. The creative process may look glamorous on the outside, but it comes with its fair share of struggles that non-creatives might never fully grasp. However, the reward lies in the impact I can make, and that’s what makes the grind worth it.
Any advice for growing your clientele? What’s been most effective for you?
The most effective strategy for growing my clientele has been leveraging the skills I’ve developed in my corporate career, specifically around building strong, lasting relationships and offering exceptional customer service. Working in Risk/Project Management, I understand the importance of communication, follow-through, and attention to detail—qualities I’ve carried over to ‘Ti3rra Travels.’
It’s not just about creating great content; it’s about connecting with people on a deeper level. Whether I’m collaborating with a brand or featuring a small business, I make it a priority to stay engaged even after the partnership ends. I follow up, check in on how my content has impacted their goals, and show that I genuinely care about their success. It’s more than a transaction—it’s about building trust and being transparent with those I work with.
In life and business, relationships are key. I don’t just create content for a brand and move on; I foster long-term connections. By doing this, I’ve not only grown my network but also cultivated a community of businesses and followers who trust me, know my work ethic, and value the authenticity I bring to the table. Being honest, reliable, and approachable has been essential in scaling ‘Ti3rra Travels’ and turning first-time collaborations into long-term partnerships.
Contact Info:
- Website: https://ti3rratravels.com/
- Instagram: https://www.instagram.com/ti3rratravels/
- Youtube: https://youtube.com/@ti3rratravels?si=8WCriYn4iWJ5ojLP
- Other: https://www.tiktok.com/@ti3rratravels
