We were lucky to catch up with Tiffany LaTrice recently and have shared our conversation below.

Hi Tiffany , thanks for joining us today. 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?

In August 2016, I left my corporate job and went on a two week vacation in Hawaii. I wanted a restorative vacation to help build the stamina I need to launch my business as I knew I was taking a risk leaving a well-paid salaried job to work first and third shift and two coffee shops. I wanted to have my afternoons free to take business meetings and entrepreneurial classes. Upon my return from Hawaii, I enrolled in C4 Atlanta, a workforce development arts organization that empowers creatives in Atlanta to learn the business skills needed to run a business or freelance career. I spent 8 weeks working on my business plan and would write the plan during my 5am break before the morning breakfast rush. Working from 5am to 1pm and then 5pm to 11pm each day taught me a new level of perseverance and determination to realize my dreams and ideas. At the point when I had to find a location for my business, I searched rental properties in my neighborhood. I met the building owner of one brick & mortar and convinced him to allow me to host an art exhibition. He took it a step further and challenged me to host our regions monthly networking event. He told me that he would allow me to operate the space at a subsidized cost if I was able to host the event, organize a business fundraiser and curate an exhibition. The kicker is that I only had two weeks to pull it off. My company’s first event was held at that venue, was sold out. We hosted the networking event and the exhibition inspired by Alice Walker’s “In Search of My Mother’s Gardens” exhibited nearly 12 black women artists. At that moment, my business was formed, having raised, $5,000 dollars, it was enough to tell me that I was headed in the right direction.

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

I started TILA Studios because I am the problem that I am trying to solve. I think people forget that I am artist myself and had a very established career before relocating to Atlanta. I don’t often promote myself and my artwork because at times I feel that it is taking away from the incredible work that I am doing at TILA, championing and elevating Black Women Artists. While I don’t always promote myself and take part in the projects I produce and curate, I feel that my artistic background gives me a competitive edge. I am able to advocate for artists because I identify with their challenges and concerns. I am able to provide incredible customer service because I also know what it takes to run a business and complete projects within deadlines. When my community sees my work, I don’t want them to see me, I want them to recognize the intentional labor, hiring only black artists & workers, and curation that I put into each project. I want to be known for excellence, dedication and commitment. I don’t accept any level of mediocrity and it’s important to be consistent in the ways in which I show up in the work, industry and community.

We’d love to hear a story of resilience from your journey.

During the global pandemic when the world shut down in March 2020, I was in East Africa attending a friends wedding. Despite my return flight being scheduled on March 15, when everything was just beginning to close, I decided to stay on the continent an extra two weeks. I didn’t want to loom on the impending fear. I wanted to let my imagination expand. I wanted to eliminate the noise. This decision to extend a trip when the world was in chaos was quite crazy in itself. However, I knew that as a leader and a black women, I would be called to show up in ways that would challenge me mentally, emotionally and physically. I knew that I would be required to support a community, serve as a voice during a racially and politically charged time. I wanted to be rested, confident and assured that I had the stamina to withstand all that was required. i was able to maintain payroll and staff throughout the pandemic. I also raised over $50K that went to our relief fund to support Black Women Artists. While our business closed, not hosting programs or exhibitions to the general public, we knew that the way we needed to show up was through financial & creative support. TILA distributed funds, pipelined artists to creative paid gigs and we convened community by hosting a free art market. That time taught me that if you are willing to pivot, lean into changes, that the universe will provide avenues to support and sustain you.

Can you tell us about a time you’ve had to pivot?

Every year, I pivot. I think it’s absurd to think that business or yourself will stay the same year or year. After every year, I evaluate my successes and losses. I identify people, places or things that I need to release or welcome into my orbit. I make tangible and aspirational goals that relate to my finances, business growth, family and intimate relationships. Staying in constant communication and evaluation of my progress and desired outcomes keeps me honest and steadfast. Currently, I am in a transition, I am working for a museum in Seattle serving as the Marketing Director while also running my business, TILA Studios. I assumed the position because I wanted to expand my reach and impact into national regions outside of the Southeast. My goal has always been to influence art policy on a national level. Without institutional knowledge or experience, I would not understand the breadth and depth of the work required to increase investing and philanthropy in the arts sector. I try to always challenge myself and take on new and larger roles as a way to increase my capacity and sharpen my mindset. I never want to stay comfortable or resolute.

Contact Info:

• Website: www.tilastudios.com
• Instagram: @tiffany_latrice1
• Linkedin: https://www.linkedin.com/in/tiffany-latrice-williams-65145a106/
• Youtube: https://www.youtube.com/channel/UCWyi6zZ68wwIuRuyu6lGKPQ/videos

Image Credits
All photos by Carol Rose