For many of us, the act of mothering occurs in many aspects of our lives and relationships regardless of whether we have children. We birth ideas, we create spaces for others to thrive, and we show up as the best versions of ourselves for the benefit of those around us. It’s no wonder we feel burned out and in dire need of TLC. Our needs for guidance and support don’t disappear the moment we enter adulthood, though. And in a society that encourages us to give everything we have to our responsibilities, it’s even more important to prioritize what we need in order to live our best lives.
Through self-mothering, we have the unique ability to fill our cups in a way that only we can. It is an intentional, selfless act that is rooted in nurturing and advocating for our needs. The route we take may differ from those around us and may look different depending on the season we’re in. But at its core, mothering ourselves is a radical act of self-love that we’re all deserving of.
The women in this feature explore their journey to self-mothering and share the lessons they’ve learned (or had to unlearn) along the way.
*Some responses have been edited for clarity.
Writer, Speaker, Editor
Courtesy of L’Oreal Thompson Payton
Self-mothering is about showing yourself the love you need, want, and deserve, even if–especially if–you may not have experienced how you would like to be loved by the mother figure(s) in your life. I observed my mom lean hard into that Strong Black Woman trope and I certainly adopted some of that behavior. But as I’ve gotten older I’ve decided that’s not for me and that’s not the legacy I want to pass down to my own daughter. I am all about embracing softness and courageous vulnerability. I allow myself to cry. I apologize when I hurt people. I’m no longer interested in appearing as if I have it all together. There are no gold medals for pretending to be perfect.
Physically I’m very much into working out, which fills my mental, emotional and spiritual needs–especially Chelsea Jackson Roberts’ gospel flows, slow flows, and restorative yoga classes on Peloton. It’s interesting because I’ll say I don’t believe in 'snapback culture,' etc., and yet I judge my body for not being the same as it was before birth. I’m having a hard time accepting my postpartum body. Of course, I love that it birthed a healthy, happy baby girl. But I don’t love not physically feeling and looking like the old me. So I’m working on that and I remind myself that my daughter literally does not care and that an extra 10-15 pounds don’t make me a different person. I’m still the same LT.
I’m also an avid journaler and I like to meditate when I get the chance. I used the Expectful app when I was pregnant and postpartum. I also love Insight Timer. I have to pour into myself and fill my cup first and foremost so I’m able to pour into others. Nurturing myself has gotten easier with time. I find self-care activities easier to do than the 'real work,' i.e. setting boundaries, saying “no” without explanation or apology, and putting my needs ahead of others as a recovering people-pleaser. I’m working on it in therapy and my husband and sister are constantly reminding me to do less and stop bending over backward for others.
To other women beginning your self-mothering journey, be gentle with yourself. Social media will have you believe you have to complete your journey overnight and that the path is linear. Healing is not linear. There will be relapses. There will be stumbles along the way. What’s important is that you pick yourself up each time. It’s about replacing the negative inner critic with a voice that’s going to encourage you along the way.
Founder + Editor-in-Chief of Resolute Magazine
Courtesy of Danielle Celaya
Self-mothering is taking the time to realize that I have needs, those needs deserve to be met, and that I don’t have to deal with anyone who undermines or minimizes those needs. Self-mothering looks like showing up for myself in all the ways my mother couldn’t. Not because she did not want to, but because she likely (as I’ve learned being an adult) did not know how. My mother had to, unfortunately, grow up fast. That leaves a massive learning curve when you have children of your own but did not have much of or a safe childhood yourself.
Growing up, she provided space for my aunts and other women in her life that she trusted to be there in ways that she couldn’t. I’ve learned it isn’t uncommon in the Black community for Black women to be there for everyone and people rarely if ever, show up for us. I’ve seen that with my mom, my aunts, and my grandmother figures. And they still give and show up with love, but it’s not for the people who continuously hurt and harm them. So self-mothering can be walking away, but also having uncomfortable conversations because not every situation is cause for just walking away.
Self-mothering is also making space for the things you enjoy. When I was 16, my brothers gave me my first journal. I started taking journaling seriously when I was a 20-year-old intern in Washington, D.C. From there, I’ve stayed fairly consistent. Journaling has always provided a way for me to fully get my feelings out of my head, and sometimes, my heart. Through therapy, and learning from Nedra Tawwab, Dr. Thema Bryant-Davis, Tricia of The Nap Ministry, and Dr. Mariel Buque, I’ve learned to just feel my feelings. For a time I would “save them for later” or repress them. I’ve done a lot of work to not do that.
Another thing I do to meet my needs is read. I read books I want to enjoy and if I don’t enjoy the book I’m reading, I don’t finish it. I spend time with people who I can be myself around and speak candidly with. I visit places and do activities I want to do even if a friend can’t go with me. When I need to sit down or just sleep, I let myself, and I don’t judge myself for it. I always have candles around because it’s a simple way to care for myself during busier weeks.
Nurturing myself has become easier with time. I had to realize regardless of anyone else, I had to show up for myself. When I catch myself going through a rough patch and not caring for myself, I pause to make sure I do. I’ve canceled plans with people just because I noticed I hadn’t shown up for myself in a while. The ones that care, understand. The ones that don’t, I no longer speak to.
I would encourage another woman who is beginning her self-mothering journey to give herself grace. Deprogramming from all the ways that we, especially Black women, are expected to show up in this world takes so much time. Give yourself grace, and be compassionate toward yourself.
PA-C, Mom & Lifestyle Blogger
Courtesy of Onyi Azih
I see self-mothering as nurturing yourself with compassion and kindness through whatever healing looks like to you. To bring calm to what may have once been a chaotic spirit. Self-mothering reminds us that we are worthy of love, care, and respect. Initially, I struggled with not seeing culturally-acceptable examples of self-nurturing. Then came mom guilt which felt like a cloud I couldn’t get away from.
Something as simple as spending alone time away from my kids would bring on the guilt. But now, I recognize I can nurture myself in whatever way feels right to me. I know that mom guilt is a liar. Trying my best makes me a good mother. It took therapy, reaching out to my village for help with the kids, remembering how much I wanted my mom to be happy, and knowing my kids want the same for me. Self-mothering isn’t selfish. In order to fully give your kids permission to love themselves, you have to show them how.
"Self-mothering isn’t selfish. In order to fully give your kids permission to love themselves, you have to show them how."
I had a strained relationship with my mother in my younger years. I remember my most persistent struggles were with anxiety and anger. These were feelings I could have processed sooner if I had examples of how to nurture myself, or how to set and uphold boundaries. More often than not, I grew up witnessing my mom caring for others more than herself. I watched her struggle to set boundaries for herself that would have allowed her to self-advocate. Though, of course, that’s what we were taught motherhood is all about, right?
It doesn’t come as a surprise considering that she was the eldest daughter and an immigrant raising five children in a foreign country. She did the best with what she knew, but what she may have missed out on was teaching me how to nurture myself. Since it’s easy to experience burnout with everything that adulthood piles on my plate, I started getting very serious about my first love, yoga, for my self-care needs. I practice it weekly, along with talking to a therapist when I reach those valleys that life inevitably brings us through. I’m also quick to speak positively about myself because there is so much life in the tongue.
Owner of Vinti Trunk
Courtesy of Anita Akinyemi
To me, self-mothering is how you choose to perform motherly actions for yourself. It’s making sure that I’m taking care of myself mentally, physically, and emotionally. The relationship I have with my mother has greatly impacted my life and shaped the way I care for myself. She’s always been there for me pushing me to do my best. In my younger years, I didn’t always like to hear her opinion if it wasn’t parallel to mine. However, I’ve grown up to learn that those opinions came out of concern and experience. My mother lost her mother as a teenager so seeing her as a motherless mother makes me grateful that I have her in my life to share her wisdom with me. In turn, I can share that wisdom with my own daughter.
Fulfilling my needs can be incredibly difficult because sometimes I feel there isn’t enough time in the day. My time set aside for rest dwindled significantly after becoming a mother so sometimes resting is the most simple action I take to care for myself. As for my emotional needs, I took the time to see a therapist and that was incredibly beneficial. I go to church weekly but I feel that my alone time with God, when I’m praying and listening to gospel music, really fulfills a lot of my spiritual needs.
Nurturing myself is not an easy task because I tend to put my needs last. Thankfully, I have a very supportive spouse that reminds me to take time for myself. I recently started working out again to give myself “me time” outside of doing things related to my business and household duties. When I schedule time for myself in my day it’s a lot easier for me to mother myself!
To another woman beginning this journey, I would simply say: don’t forget about yourself. Remember what makes you happy and try to set a schedule to make time for those things. That way you can continue to blossom.
Podcaster, Writer, Speaker
Courtesy of Earlina Green Hamilton
Self-mothering, to me, means to care for yourself like the woman who birthed you would. It is to put yourself first, nurture yourself, look after yourself, fight for yourself and make sure you want the best for yourself.
My mother was a single parent to triplets and two others. She did what she could to provide and establish routines. As a former police detective, she preached safety. “Always look around,” “be aware of your surroundings,” and “lock your doors immediately after getting in the car,” were just a few of her constant sayings. In her later years, she developed diabetes. I saw the toll it took on her body and spirit. Her diagnosis forced me to be aware of my body as I age and not take the gift of health for granted.
For self-care, I work out for my physical needs, journal for my emotional needs, and pray for my spiritual needs. I also don’t allow people to drain or take advantage of me. That’s a big one. Self-nurturing is a necessity so I don’t make excuses when scheduling time for myself. Whether I need a massage, Ayurvedic bodywork, lip wax, or some time at the gym, my husband and I get on the same page and schedule it. I believe that how I care for myself directly reflects how the world cares for me.
I would tell another woman who is beginning her self-mothering journey that she is responsible for herself. It’s no one else’s job to ensure you are adequately adjusted to our ever-changing and chaotic world. Be kind to yourself and look after yourself. Invest in books, people, and resources that constantly inspire you to think outside of your current circumstance. Always have goals for your body, mind, and spirit, and work daily to achieve them.
Owner of Grazing Boards By Chipo
Courtesy of Chipo Size
Self-mothering is the extra care I give myself to replenish my spirit and my soul as I journey through life. I mother myself in ways similar to how my mom raised me, but in different ways too. When I was growing up I used to think my mom was imperfect, I used to fight with her about countless things because she would force me to do things that I didn’t want to do. Now that I’m older, I’m in awe of her because not only do I realize she’s not perfect, she’s human.
She was always present as a mom. She was at every sports event I could remember. Always listened to what her children wanted and was a mediator while raising six girls under one roof. I only ever saw my mom relax on vacation. But at over 30 years old, I give myself so much grace. I carve out time for myself weekly or daily to decompress from the day. It could be in the form of drinking a glass of wine or going for a walk while listening to an audiobook or podcast. This is what I wish I saw my mom do more, but I’m glad I do it for myself.
I’m also truthful with myself and others about my struggles because I was always taught to be strong. I’ve struggled to find the softness. But as I mother myself, I’m learning that letting my guard down in the right presence is healthy. That is true strength. Nurturing others is easy for me because that’s what I’ve been taught to do and that’s what I grew up seeing. Nurturing myself is something I started during the pandemic when I was losing control of my emotions and feeling depressed.
"I’m also truthful with myself and others about my struggles because I was always taught to be strong. I’ve struggled to find the softness. But as I mother myself, I’m learning that letting my guard down in the right presence is healthy. That is true strength."
It was the first time in my life I was most vulnerable to the greatest changes in my life. I was used to being on the go. I didn’t take time to show up for myself and to rest. I started pouring into myself by doing things I wanted to do. I started playing tennis again and started saying no when I felt like I spread myself too thin. I started speaking kindly to myself and extending the same grace I so easily give others.
Our days can never be perfect–I think that’s the dream we’ve been sold from inception. But we can learn to be content in the hard times, while we learn to love ourselves a little more. Self-mothering might feel foreign at first but it’s one of the greatest and most beautiful journeys we will ever take.
Writer, Author, Mother, Creator
Courtesy of Ashley Chea
For me, self-mothering is healing, therapy, and self-reflection. Once that happens I feel like it becomes easier to create boundaries in all areas of life. You can honor your time, space, and emotional well-being without feeling guilty. Creating boundaries has always been my biggest barrier to nurturing myself. I feel so much better as an adult now that I’m not afraid to tell my mom and friends “no.” And because I never wanted anyone to leave me, I wouldn’t leave people or situations.
Therapy taught me that leaving is a form of self-care. It’s also a form of protection. So nurturing myself looks like me not engaging or partaking in anything that’s going to make me vibrate at a low frequency. Nurturing myself also includes working out for my mental and physical health. I have to work out and clear my mind–even if that’s a 20-minute walk outside. I also get my nails done. The world could be burning down and I’m going to get a mani-pedi before we meet the Lord. There is something about looking down at my feet and if they are crusty, it will make my life feel worse!
My mom has always taken care of herself and she taught me to care for myself. We didn’t have tons of money, so we never went to salons growing up. However, my mom always did our hair. She would sit us all on the porch and soak our feet and give us pedicures. She taught me that money didn’t have to get in the way of creating your own care. She taught me that health is the real wealth.
Becoming a mother has taught me to give myself grace. I realize how innocent my girls are by watching them love and live. Teaching them to be gentle with themselves has taught me to be gentle with myself, as well. We all deserve a soft life, and it’s never too late to make it happen for yourself. What I know for myself and what I want my girls to know is this: We can create the lives we want, and we don’t have to wait for someone else.
To another woman who is beginning her self-mothering journey: Go to therapy and learn your triggers. Learn what you’re holding on to from your past. Knowing why you do something helps you to learn what to let go of and what to hold on to. Also, don’t be afraid to spoil yourself. You deserved a childhood of love and protection. If you didn’t get it, now you can give it to yourself endlessly.
Let’s make things inbox official! Sign up for the xoNecole newsletter for daily love, wellness, career, and exclusive content delivered straight to your inbox.
Featured image courtesy of Chipo Size
- Mother/Hustler: Doula Brandi Sellerz Jackson - xoNecole: Women's ... ›
- 6 Books To Improve The Relationship You Have With Your Mother ›
- Your Moon Sign And Your Relationship With Your Mother ... ›
- Mother Hustler Sanity Self-Care Entrepreneurs - xoNecole: Women's ... ›
- 7 Simple Self-Care Tips Any Mother Can Make Time For - xoNecole: Women's Interest, Love, Wellness, Beauty ›
- Self-Care Nourishing Your Moon Sign - xoNecole: Women's Interest, Love, Wellness, Beauty ›
- How To Practice Self-Compassion Every Day - xoNecole: Lifestyle, Culture, Love, & Wellness ›
There’s just something about HBCU Homecoming that just hits different. Whether it’s your first time stepping onto the yard since graduation or you’re a regular at every Homecoming tailgate, HBCU pride is undeniable. It’s a vibrant celebration that unites the legacy of excellence and tradition with the energy and resilience of Black culture.
The experience goes beyond a typical college reunion; HBCU Homecoming is a family reunion, a fashion show, a cultural festival, and a week-long turn-up that embodies what it means to be unapologetically Black and educated. For HBCU alumni, the journey back to the yard each year is rooted in a love and pride that’s hard to put into words but impossible to deny.
From statement pieces to tech must-haves, every item represents the intersection of Black pride and HBCU love, ensuring that you show up to the yard in style and with intention. So whether you’re repping your alma mater for the first time since graduation or looking for fresh pieces to express your HBCU pride, these essentials will have you standing out, because, at HBCU Homecoming, it’s not just about showing up—it’s about showing out.
Thread Goals
diarrablu Jant Pants in Alia Noir
High-waisted, wide-legged, and ready to shut down the yard, the Jant Pants by diarrablu bring a whole new meaning to campus chic. Handcrafted in Dakar, Senegal, these free-flowing jacquard pants are perfect for stepping onto the yard with style and ease—making them a must-have for any HBCU alum’s closet.
Silver & Riley Convertible Executive Leather Bag Classic Size in Olive
This all-in-one luxury bag isn’t a bestseller for nothing. The Silver & Riley essential is made of Italian calfskin leather and thoughtfully designed, as it can be worn in four different ways: a shoulder bag, crossbody, a top handle, and a backpack. Chic and elegant, the Convertible Executive Leather bag is “the bag that every woman needs in her collection.”
Renowned Women's Intuition Cotton Graphic T-Shirt
Renowned
Renowned’s Women’s Intuition Cotton Graphic T-shirt features a bold graphic print inspired by the power and essence of women’s intuition. With its striking design, this all-cotton tee is a vibrant thing, making it a statement piece that celebrates feminine energy.
Mifland Million M Mesh Crop Shirt
Talk about bold, the Million M Mesh Crop Shirt combines edgy style with comfort, featuring Mifland’s signature print on a semi-see-through mesh fabric. Show up and show out in sophisticated flair.
HBCU Love FUBU
Melanin Is Life Melanated & Educated - I Love My HBCU Hoodie
Show off your HBCU love with this piece that represents everything you gained from your alma mater: a top-tier education, a community that lifts you up, and a deep sense of esteem for yourself and your culture. Wear it loud and proud, because being melanated and educated isn’t just a flex—it’s a legacy.
HBCU Culture Spelmanite Sweatshirt in Navy
Spelmanites, rep your Spelman pride with this unisex crewneck sweatshirt, designed for ultimate comfort and a relaxed fit. Made from a cozy cotton/polyester blend, this classic sweatshirt is as durable as it is stylish—making it an ideal piece for any Spelmanite showing love for their alma mater.
HBCU Culture Howard Is The Culture T-Shirt
Rock the ultimate flex by showcasing your Howard U love with HBCU Culture’s Howard Is The Culture t-shirt. This unisex tee offers a comfortable, relaxed fit that’s perfect for celebrating your HBCU spirit without sacrificing style or comfort.
DungeonForward FAMU - Strike Bucket - Reversible
DungeonForward’s Strike Bucket Hat brings versatility and style to the FAMU Crown collection with its reversible design, giving you two looks in one. Featuring a sleek black snakeskin-embossed brim lining and a bold outline Rattler emblem, this hat is all about repping your Rattler pride in style.
DungeonForward Savannah State University - HBCU Hat - TheYard
The Savannah State University HBCU Hat by DungeonForward is more than just a hat—it’s a symbol of Tiger pride and a nod to the culture. Perfect for gamedays, tailgates, or just showing off your HBCU love, this hat lets you carry a piece of the yard wherever you go.
Tech the Halls
Anker iPhone 16 Portable Charger, Nano Power Bank
Stay charged up with the Anker Nano Power Bank, which features dual USB-C ports, a foldable connector, and a compact design, making it perfect for those HBCU tailgates and late-night parties you pull up to.
Drip Check
Wisdom Frame 14 Square Sunglasses
Elevate your look with these angular square-frame sunglasses by Wisdom, bringing an ultramodern edge to any outfit. The sleek design makes them perfect for blocking out the haters while you stunt on the yard.
Coco and Breezy Eyewear Fortune in Gray Turquoise
The Fortune Glasses in Grey Turquoise is a bold statement piece to any Homecoming weekend ‘fit that “embody our fearless and outspoken DNA.” With their color and edgy design, these frames by Coco and Breezy are perfect for anyone looking to stand out and express their unapologetic confidence.
Howard U Lapel Pin
Rep your Bison pride wherever you go with this Howard U Lapel Pin from Pretty AmbVision. Whether adding it to your jacket, shirt, or bag, this pin is the perfect way to showcase your love for your alma mater while rocking your HBCU love with honor and distinction.
Mifland Standard Rucksack Mini
The Standard Rucksack is designed to evolve like that HBCU pride—getting richer, bolder, and better with time. Durable, stylish, and built to last, this Rucksack by Mifland is a timeless piece equipped with versatile carrying options and fully adjustable back straps for ultimate comfort.
Stay Fresh, Stay Blessed
Slip Pure Silk Sleep Mask in Pink
Keeping it cute starts with beauty sleep. This luxurious silk mask is an essential for a reason. If protecting your skin and waking up refreshed is your priority, look no further than this Homecoming essential.
Liquid I.V.® Hydration Multiplier Lemon Lime - Hydration Powder Packets
Stay hydrated and energized throughout Homecoming weekend with this Liquid I.V.® Hydration Multiplier in Lemon Lime. Just add a packet to your water bottle, and bless your body with 2-3 times more hydration than water with every packet. Because staying hydrated is the key to popping up and showing out all weekend long!
Loop Experience Plus Earplugs High Fidelity Hearing Protection
Designed for your hearing protection, these sleek earplugs reduce noise without compromising sound quality—perfect for enjoying the band’s halftime show, late-night parties, and DJ sets. Whether you’re front row at the step show or hitting the yard, your ears deserve to be protected in style!
Black Girl Magic Glass Cup
Sip in style and celebrate your melanin with the Black Girl Magic Glass Cup. Perfect for morning coffee, your favorite iced drink, or showing off your HBCU pride on the yard—this cup is all about keeping it cute while radiating your endless supply of Black Girl Magic.
Glow Up & Show Out
Black Girl Sunscreen SPF 30
What Homecoming weekend can be complete without an assist from this beauty find? Formulated to blend seamlessly into melanin-rich skin (no white-cast), protect your glow while you turn up with the Black Girl Sunscreen SPF 30.
Sienna Naturals Issa Rae's Wash Day Ritual Set
Issa Rae’s Wash Day Ritual Set from Sienna Naturals includes the H.A.PI. Shampoo, the Plant Power Repair Mask, Dew Magic, and Lock and Seal to get your crown right. Whether you’re repping your coils or rocking a new color on the yard, these products restore and nourish your strands, keeping your hair healthy, strong, and Homecoming-ready!
54 Thrones Ivorian Cocoa + Ghanaian Coconut Beauty Butter
Stay glowing from the tailgate to the after-party with the 54 Thrones Ivorian Cocoa + Ghanaian Coconut Beauty Butter. Infused with African-sourced ingredients, this rich, multi-purpose butter is the answer to keeping your skin soft and radiant through all the festivities all Homecoming long.
Saie Glossybounce Hydrating Lip Oil
Keep your lips looking luscious and nourished with the Saie Glossybounce Hydrating Lip Oil. Perfect for adding an extra pop to your pout before hitting the yard or freshening up between events, this lip oil is a beauty essential for staying camera-ready all weekend.
Join us in celebrating HBCU excellence! Check out our Best In Class hub for inspiring stories, empowering resources, and everything you need to embrace the HBCU experience.
Featured image by Visual Vic/Getty Images
Afro Unicorn Founder April Showers Talks Building Brand Of Inclusion And Empowerment
April Showers, founder and CEO of Afro Unicorn, created a brand that represents the culture and beautifully unique qualities of women and children of color. Launching Afro Unicorn products in Walmart in 2022, the brand also became the first woman-founded and Black-owned business to own a licensed character brand in major retail.
Inspired to start Afro Unicorn after a chat with a close friend who called her a “unicorn” in reference to her ability to thrive at balancing multiple passions, personal life as a mother, and business, April is a self-made entrepreneur who brought her business acumen working in real estate and insurance to build a multimillion-dollar brand and a well-supported online platform for empowerment. The brand has caught the eyes of celebrities and major brands alike, continuing to amplify inclusion, fun, creativity, and representation.
Afro Unicorn has expanded, offering apparel, accessories, toys, books, bedding, and more to empower women and children of color how "unique, divine, and magical" they truly are. And recently, Afro Unicorn’s Magical Tresses Swirls & Twirls Curl Cream was chosen by Good Housekeeping for a 2024 Parenting Award for its empowering messaging and product offerings.
xoNecole caught up with April to talk about building her brand, her passion for the business, and more:
xoNecole: What was the idea and motivation behind launching Afro Unicorn?
April Showers: I believe that no one should rely on one source to dictate their livelihood, so that is the first reason why I started Afro Unicorn.
I was a serial entrepreneur when I started Afro Unicorn. I own and operate an insurance agency—one of the largest in the nation—and I'm also a licensed real estate broker. So a friend kept referring to me as a unicorn because of the businesses. I'm also a single mom of two boys. He kept telling me, like, ‘April, you're unicorn.' He told me this for two years, and finally, one day, I just asked him, ‘Why do you keep calling me that?’ He said, ‘Well, because you're running the businesses. You're raising the boys. You're a unicorn.’
I'm a woman, that's what we do. And he said, ‘No, you are exactly a unicorn.’ The phrase ‘You should never rely on one source to dictate your livelihood,’--- the reason why I started Afro Unicorn as an e-commerce brand--- it was because the insurance company that I have, the model is not a legacy, meaning if I pass away, I'm not able to give it to anyone.
And that kind of bothered me. I'm putting all this blood, sweat, and tears into it, and I want to build something that I can actually be able to pass down. And I found an article where it talked about starting a T-shirt brand, and the quote was, ‘You should never rely on one source to dictate your livelihood.’ And it just resonated with me.
So, I had my friend calling me a unicorn, I was using the unicorn emoji, and one day, it didn't resonate with me anymore. So, when I went to go find a unicorn that looked like me. I couldn't. I decided to create it, and I wanted to create it in a way where I can also otherwise was where I could also inspire other women like me who might have been dealing with imposter syndrome and did not know that they were a unicorn, those that wanted to start their own businesses but were scared, those that were in it but didn't know how to keep going in it.
So that's why I started Afro Unicorn. It started as a social platform, [then evolved into an] e-commerce brand selling T-shirts. [We] highlighted other women to say what makes them unique, divine, and magical, and yeah, it caught a wave.
Courtesy
xoN: What did it take to launch the brand in terms of the business expenses and effort?
AS: I knew that I had to build it to sell it.
So, the very first thing that I did was I got an accountant on board, and I also trademarked the logo. That was step one. So [for] startup costs roughly, $1,500 just to get the accountant on board and to get the trademark going.
To start a Shopify store and the print-on-demand shop—it costs less than $200 to get that going. And that's where I started. That’s what it took to actually get the setup of Afro Unicorn going.
But then it took a whole lot of work because a lot of people start, they're thinking that they can just build a brand, not understanding that you have to have a movement behind the brand. You have to have raving fans behind the brand.
Strategically, the platform was created to highlight other women—other entrepreneurs—and shout them out and tell people to patronize their businesses. So in return, people saw like, ‘Oh, if I go get the free unicorn shirt, then she's going to post me. She's going to talk about me.’ So then that built a movement.
We launched in May of 2019, and by July, we had Tiffany Haddish on board. We had Alicia Keys. By September, we had Sherri Shepherd. All organic. It's still that way, still very organic, because they saw that we were building something.
And so before I got into retail, there was a demand, and there was a movement behind Afro Unicorn, and the way we got in was through a video that went viral of a little girl wearing an Afro Unicorn shirt. Someone said, ‘I love your hair.’ And she said, ‘Thank you. It's an afro.”
That particular video was shared on so many blogs, it got all the way up to Oprah Daily, and that's when the Walmart buyer saw in the comments everyone stating,
That's Afro Unicorn’s baby. That's Afro Unicorn’s shirt. That's Afro Unicorn, which made the buyer then go over to our page, saw how there was an actual movement behind the brand, and then reached out to me to see if we could bring this into retail.
xoN: Yes, Tiffany Haddish’s book had a unicorn reference as well, which is where the connection was there, correct?
AS: Yes, called The Last Black Unicorn. And yes, that is why we reached out to her. Again, a lot of people think that you could just build, like, just say, 'I'm going to drop this idea, and then it's going to sell. If we build it. They come.' But that's not the case. We were very strategic on which celebrities we wanted to target.
Courtesy
xoN: What is your advice for other entrepreneurs seeking to find success in what they're doing with their brands?
AS: My advice is that you have to be consistent. You have to show up every single day. You have to give it your all. You have to see the end and focus on what that end result looks like for you, and not worry about how it's going to happen, but just know it's going to happen. But if you can't visually see what the end looks like, and you can't really articulate what that end looks like—like I said, I knew in 2019, I'll be a household name and a worldwide brand.
So, if you can't say that definitely, that you know where your product or your service or whatever you have is going to go, you probably need to take a step back for a minute until you have a clear vision on exactly what it is that you want to do.
xoN: What’s next for Afro Unicorn?
AS: Right now we are in the middle of finalizing our live-action show, as well as the animated show, so we're working on all the content behind the scenes right now.
For more information on Afro Unicorn, visit the website or follow on Instagram @afrounicorn.
This interview was edited for brevity.
Let’s make things inbox official! Sign up for the xoNecole newsletter for love, wellness, career, and exclusive content delivered straight to your inbox.
Featured image courtesy