This Woman Went From Welfare to Creating A Lash Empire
Marlene Aymone certainly knows a thing or two about the sacrifice that comes with being your own boss.
She passed up opportunities for a steady income to start her luxury eyelash line, Lena Lashes and almost lost her marriage in the process. She was even on the brink of losing her son due to the late nights and early mornings required to keep her company running.
But with sacrifice comes great reward, and thanks to social media, the wife and mother of two, who at one time only had $26 to her name, has built an incredibly successful business within just a couple of years.
“I was expecting to sell a few thousand a month, not a huge volume every single month," Marlene says of her seemingly overnight success.
Beauty blogger Raye Boyce rocking a pair of Lena Lashes
There's something about a good pair of lashes that takes even the most beautifully beat face to the next level. Slick on a pair of the peep enhancers and suddenly you can't help but to smize in front of the camera, fluttering your faux lovelies as if they were your own. Marlene refers to them as an addiction, and with social sites like YouTube and Instagram catering to beauty enthusiasts, there has been an increasing demand for her product from both casual consumers to celebrities and influencers.
Like most fairytales, though, Marlene's journey to profitability wasn't picture perfect. Just two years ago, the entrepreneur was going to grad school on a full fellowship and teaching science to kids in underperforming schools. The money was decent, but her passion was in the beauty industry, so when her head wasn't buried in textbooks, she was selling hair bundles and doing makeup tutorials on YouTube.
“I was like, okay, I want to try something else because there were so many people selling hair and it's expensive to promote and sell. I needed to find something that was a little easier to promote."
Marlene took her love for makeup and developed it into a side hustle and, in the process, came up with the idea for starting her own eyelash line.
Taking $750 from her savings, she began researching suppliers in Asia and bought $250 worth of inventory and put the rest of the cash towards creating her website. But the pressure of being an entrepreneur hit hard before she could even make her first sale. Juggling her marriage, a two-year-old, and a hectic work and school schedule had her questioning whether or not she was making the right decision, and she feared that her company wasn't going to give her a return on her investment.
Her husband was even less supportive of her vision and told her that she was wasting her time thinking that she could build a successful business using social media as a primary promotional platform. “He would say things like, 'This is beneath you; you're so smart and you're so intelligent, but now you're doing Youtube videos. Like what is this? You don't care about the family.' He started having these feelings of resentment and being bitter on the inside."
Sinking into a revolving state of depression, Marlene convinced herself that there was something wrong with the product and shelved her products for a year until her mother encouraged her to sell the inventory that she had. In February of 2014, she began shipping out her product. Business was steady and things seemed to be looking up, but two months in, she opened an email from her husband who had relocated to Georgia for work just a few months prior. He was filing for divorce.
“He had talked about divorce a few times, but I thought he was just trying to scare me. My husband's African-American and I'm from West Africa. So he knows that African people, we take marriage very seriously. I was like, he's just doing that to scare me because he knows I'm African, alright cool."
Photo Credit: Lena Lashes
The joke became real when she saw his attorney's name at the bottom of the divorce papers. At the time, her son was staying with her husband while she continued going to school and running her business. The pending divorce meant that she could possibly lose custody of her child, so she packed her bags and the little inventory that she had and moved to Columbus, Georgia, determined to fight for the courts for sole custody. “I didn't have any money; it wasn't something I was preparing myself for. You don't really think that, oh yeah I'm going to be divorced tomorrow so let me start saving some money."
"You don't really think that oh yeah I'm going to be divorced tomorrow so let me start saving some money."
She rented an apartment and brought her son to live with her, but with no money to her name and mounting attorney fees, she had to apply for welfare, and sank deeper into depression. Though she had hit rock-bottom—sleeping on an air mattress in an unfurnished apartment with only $300 to feed her and her child—she decided that fighting for her dream was better than being broke. She shipped out her remaining inventory to influencers in the makeup industry who were following her on Instagram in exchange for promoting her products, leaving her down to just $26 in her bank account.
“Luckily it paid off, and from there, we started having bigger YouTubers wear and promote the lashes, and it started to grow from there," says Marlene. She compares her journey to Radio One founder Cathy Hughes, who went from sleeping on the floor of her radio station to creating a media empire. “She had no money, all she had was her vision."
Beauty vlogger Jackie Aina rocking Lena Lashes and Liquid Lipsticks
By December, Marlene was off of food stamps and the money was rolling in thanks to social influencers helping push her products on YouTube. Her husband had even called off the divorce. But Marlene ran into another issue—she didn't have the supply to meet the demand, and though she had proof that she was running a profitable business (she was making so much money that she was being audited by PayPal and Square every month), she struggled to get the capital needed to purchase enough products in advance.
It's something that still greatly bothers the now 31-year-old as she looks to expand her business into storefront locations outside of her current location in New Orleans. Being a minority in the beauty industry means often being overlooked for opportunities for funding, and having to work harder than her Caucasian counterparts to prove the profitability of her idea. “If you're Black and you ask for a loan, they'll ask you for your granddaddy's freedom papers. When you're black, everything has to be perfect."
"If you are black and ask for a loan, they'll ask you for your granddaddy's freedom papers."
There's also the issue of black-owned businesses being stereotyped as not having the same level of customer service as another company, causing many not to support their own. “You pay people to do customer service, and when you pay people you have to put them on your payroll, you have to pay Medicare and social security taxes and worker compensation," says Marlene. “Those costs add up. I can't afford to have 24/7 customer service support."
There's no denying that being an entrepreneur, especially a black one, is hard. Damn hard. But Marlene, who refers herself as the Walt Disney of lashes due to her pretty packaging and creative collections, is determined not to give up on the one thing that has kept her going when she hardly had a dollar to her name. “I look at my lashes like my babies, because when I didn't have anything, my lashes got me through bad situations, so it's always a pleasure for me to come up with collections and release new lashes."
“I look at my lashes like my babies, because when I didn't have anything my lashes got me through bad situations."
Beauty blogger Jae wearing the "Dante" liquid lipstick.
Though she's getting better, there are still moments when she battles with depression due to the demands of the business. “The whole thing about depression is that it allows fear to grow, so your fears keep growing and growing to a point where you feel like you are completely defeated. Depression also causes you to self-sabotage. Every time we have an opportunity, depression will tell you don't go because it's not going to work out. Or don't go because you're not smart enough; don't do it because you wont succeed. It always causes you to commit self-sabotage."
She credits prayer and making a point of getting out amongst people to helping her to stay strong in moments where her anxiety attempts to get the best of her. “Don't isolate yourself. Depression will tell you to stay in the house, stay by yourself. Sometimes people who are depressed, they have a saying of, 'I like to stay by myself, I like to stay home.' No, it's depression. It's not normal for women to want to live isolated, so talk to people."
Balancing being a mom and a boss is no easy feat either. When she was pregnant with her second child, she missed prenatal appointments after her first trimester, and after he was born, she would breastfeed him in the office while taking orders. Her marriage has also taken a few hits on days when she's too tired to be intimate. “Men are just like us. Sometimes we don't realize it because they have muscles and they're big, so we're like well he's strong anyway; he'll be alright. And it's like, not really because they're also emotional creatures too, and they take rejection the way we take rejection."
Marlene has been in the business long enough to see even the most picture-perfect relationships fall to pieces when the roles reverse and the woman becomes the primary breadwinner. She, too, is making more money than her husband, who works as an engineer at an oil company, but makes a point to remind him of his value. “I would tell women even if you start marking more money, still be a wife, still be kind, we know you make the money, you don't need to rub it in his face. It does something to you as a woman to know that you have a strong man by your side because when you go home, life is kind of tough. When you have bad days, he can't even uplift you because you crush his self-esteem."
"It does something to you as a woman to know that you have to a strong man by your side."
Helping other women become more confident and her desire to put her sons in a position to where they won't have the same struggle of following their dreams also gives her just the bit of juice she needs to keep going.
“I just hope that they'll be able to have a really good life, and if they are able to start something one day, I'll be able to give them the money so they can start their own businesses, and be who they want to be," she says. She apologizes as the tears start streaming, “I don't want my kids to go to college and have to worry about financial aid and being in debt. I want my kids, when they become adults, to have a big advantage over other people by not having debt."
She might not be donning the cape of a traditional super hero, but there's no denying that Marlene is a super woman both on and off the job.
Kiah McBride writes technical content by day and uses storytelling to pen real and raw personal development pieces on her blog Write On Kiah. Follow her on Instagram and Twitter at @writeonkiah.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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This Luxe Hotel Made My First Time In Memphis The Perfect Vacay
Memphis is one of those cities where, when you visit, you instantly feel its soul. The southern metropolitan, nicknamed Bluff City, is located right on the banks of the “mighty” Mississippi River. It is the headquarters for some major companies, such as FedEx and AutoZone, and it is home to St. Jude Hospital and the world-famous Beale Street. Conveniently placed near the action are Hyatt Centric Beale Street and Caption by Hyatt Beale Street. These sister hotels, which are connected, have a lot to offer guests, especially those who are visiting Memphis for the first time, such as myself.
Hyatt Centric Beale Street Memphis
Hyatt Centric Beale Street Memphis rooftop bar Beck & Call
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Sitting along the Mississippi River, both hotels offer breathtaking water views from the rooms, and Hyatt Centric’s rooftop whiskey lounge, Beck & Call, which is the city’s only riverfront rooftop bar, captures expansive views of both the river and the Memphis skyline. Grab a cocktail and take in the beautiful sites Memphis has to offer or enjoy the light show the Hernando de Soto Bridge, aka the “M” Bridge, has every night. On Fridays, guests can unwind and listen to live music.
Hyatt Centric also has CIMAS Lobby Lounge, which provides breakfast bites in the morning and cocktails in the afternoon and evening. CIMAS restaurant has a delectable menu that includes Latin-infused dishes for breakfast and lunch. Other amenities include room service, an outdoor pool with a cabana and poolside dining, a concierge, a fitness center, and more. My room was comfortable and the perfect place to unwind after a full day of exploring the city. I even had a view of the river.
Caption by Hyatt Beale Street Memphis
Caption by Hyatt Beale Street Memphis
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While I didn’t stay at Caption by Hyatt Beale Street Memphis, I did frequent its coffee shop/eatery called Talk Shop. Talk Shop is a laidback hangout spot that encourages community among its locals through its events like Blues & Brews and everyday activities like work (for all the remote workers) or meeting a friend for coffee or a cocktail in its beer garden. Its menu is full of variety, having everything from soft pretzels to BBQ pork sandwiches.
Caption by Hyatt Beale Street Memphis is built into the historic Wm. C Ellis & Sons Ironworks and Machine Shop building. Everywhere you look, you are reminded of its history due to the building’s industrial charm. But that doesn’t mean that it isn’t modern. The rooms are colorful and incorporate a lot of iron rods into the design, a nod to the ironworks building.
What is the Difference Between Hyatt Centric Beale Street Memphis and Caption by Hyatt Beale Street Memphis?
Caption by Hyatt Beale Street's Talk Shop and Beer Garden
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If you’re looking for more luxury or traveling with family, then Hyatt Centric might be the better option for you. If simplicity and vibrancy are key, then you may prefer to stay at Hyatt Centric’s sister hotel, Caption by Hyatt. Either way, you can’t lose.
Memphis Attractions
Beale Street sign
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Both hotels are walkable to all the city’s attractions, but of course, I have to start with the iconic Beale Street. Beale Street is where blues orginated and it is one of Memphis’ most popular places for tourists. Walking down Beale Street, you are quickly transported into another world, especially at night. Lights fill the streets as an array of restaurants and bars entice guests with its electrifying music. If you enjoy live music, B.B. King’s Blues Club is the place to go. The restaurant was created by the legendary singer B.B. King, who got his start in blues performing on Beale Street.
BBQ Chicken Nachos at Rendezvous
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As revered as Beale Street is, it's not the only spot in town to find good food and a good vibe. For breakfast, take a quick ride to Sunrise Memphis and take your pick from the mouthwatering biscuits on its menu. If BBQ is your thing, then you are in the right spot. Memphis is known for its BBQ, and Rendezvous is one of the city’s best BBQ joints. The highlight for me is the BBQ chicken nachos, which is a Memphis stable. If you’re looking for fine dining, then Amelia Gene’s is a must. The food is exquisite as it serves food pairings that are unique and full of flavor. I especially love the food presentations of each dish, which adds to the restaurant’s ambiance.
Amelia Gene's
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Other walkable attractions are the National Civil Rights Museum, the Blues Hall of Fame, and the Orpheum Theater. The National Civil Rights Museum is located at the Lorraine Motel, which is where Dr. Martin Luther King Jr. was killed. However, the motel has become a memorial for Dr. King as well as the work that many historical figures have done over the years, specifically during the civil rights movement.
The Blues Hall of Fame is near the National Civil Rights Museum, and it features exhibits dedicated to blues artists and culture. It has over 400 inductees and focuses on the history and achievements of each one. The Orpheum Theater is across the street from the hotels, and it is one of Memphis’ treasured venues. Its opulence is displayed inside and out as it stands at the intersection of Main St. and Beale St. As you walk in, you are greeted by a grand staircase and crystal chandeliers hanging above.
The Orpheum Theater
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Touring the theater, you see its beauty, but like many southern businesses that have been around for generations, you also learn about the segregated history. Walking around to the side of the building, there’s a “colored entrance” that was used during segregation. You can even watch a video from people who grew up during that era as they each reflected on their experiences of going to the theater. Many cited all of the steps that they had to take to get to the balcony, which was the only area Blacks were allowed to sit.
Issac Hayes 24k gold Cadillac in Stax Museum
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If you want to take a ride around the city, then hop on the Memphis Mojo tour. This bus tour stops at many landmarks, including Sun Studios, where Elvis Pressley and other artists recorded music. Or you can explore on foot by visiting all the haunted properities on the Memphis Ghost Tour. But we all know Memphis is known for blues, so I can’t end the story without mentioning Stax Museum.
The museum is named after Stax Records, which was a record label based in Memphis that housed a number of talented musicians like soul singer Otis Redding and Grammy award-winning artist Issac Hayes. What makes this museum exciting is that it showcases a variety of photos, records, costumes, and more from the artists on the label. But the highlight was Issac’s 24k gold Cadillac, which was put on full display.
Memphis is a charming city with a rich history and tons of activities for solo travelers, friend groups, and even families. So why not add it to your travel bucket list? By staying at one of the sister properties, Hyatt Centric Beale Street Memphis and Caption by Hyatt Beale Street Memphis, you will be surrounded by everything you need.
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