This SHEeo Created An Eclectic Accessory Brand That Pays Homage To Black Women
With the rise of more and more black women breaking away from traditional 9-5s to become their own bosses, the CEO is getting a revamp as the SHEeo. In the Meet The SHEeo series, we talk to melanated mavens leveling up and glowing up, all while redefining what it means to be a boss.
After recognizing that many stores lacked handbags that were unique and functional, Cheryl Williams used her gift for sewing and began designing one-of-a-kind handbags that reflected her personal style, and that held everything from credit cards to lip gloss without feeling weighed down. She launched 86 & Norman (then Double Clutched) in 2015 for eclectic women who want to carry what they need without sacrificing style. She currently works full-time as a Lead Business Analyst while juggling her growing business.
In this week's feature, meet Cheryl Marie Williams of 86 & Norman.
Courtesy of Cheryl Williams
Title:CEO of 86 & Norman
Year Founded: 2015 (as Double Clutched, rebranded to 86 & Norman in 2019)
Location: Columbus, Ohio
# of Employees: 1
30-Second Pitch: 86 & Norman accessories helps eclectic stylish women who want to carry what they need while looking super cute with handbags, clutches, and wallets.
What inspired you to start your brand?
I launched Double Clutched (my former brand name) in June of 2015 because I quickly felt that handbags can be created to be so bold yet also functional. Everyone doesn't necessarily want the same styled tote or crossbody bag. They may want something only a few people can get and something that complements what they already wear and feel comfortable in.
I only pick designs based on [it] making sense and being functional. Fabrics have to be unique, likeable, and something that looks nice on a variety of designs. Those two together is what inspires me to create my bags. No two bags are alike. There's so much variation and that keeps it motivating and exciting.
In February 2019, I rebranded Double Clutched to 86 & Norman. 86 is the year I was born and Norman is the street of my Aunt's house when I was growing up that was like a second home to me.
What was your a-ha moment that brought your idea into reality?
Creating my first wallet was my a-ha moment that showed me that other people could too benefit from my products. My first wallet had multiple card slots, a space for your phone, keys, and your favorite lip gloss. But it was perfectly slim and had a wristlet strap so you could be hands free, [without being] weighed down with a huge bag, and have everything you need.
Who is your ideal customer?
An ideal 86 & Norman customer is a creative thinker with a heart for uplifting people. She values her family and mental health. She is someone who always has great creative ideas and gives great food, fashion, and product recommendations. She loves Black-ish, black-owned businesses, Marvel movies, and tacos. She craves the culture that comes with diverse cities and is a foodie at heart. Girls' night outs and date nights are her favorite. Her idol is the one and only Michelle Obama. Stories about people doing good for other people warms her heart.
What makes your business different?
The combination of both my style of print with my style of product makes 86 & Norman different. You won't find my unique fabric combinations with the form of bags, clutches, and wallets that I have anywhere else. And because each print/product combination is limited, each customer truly gets a limited-edition product.
To make 86 & Norman even more personal, I decided to name each bag after prominent African American women or TV characters. I think it's fun and it pays homage to those who I've learned about, read about, or watched growing up. My clutches just aren't a clutch. But it's the Jemison (Mae Jemison) Fold Over Clutch. I always called my products "she" and now all my she's have names.
What obstacles did you have to overcome while launching and growing your brand? How were you able to overcome them?
Through starting my business and rebranding my business, my main sacrifices and obstacles were time and money. Working full-time and then coming home to do all the business things myself, was and still is hard. And at times, my personal funds have had to fund my business.
To overcome those obstacles, I had to implement money management practices (like using accounting software to keep track of what's going out and for what reasons) and I had to learn how to move my time management skills from my day time job to my business. Making to-do lists, giving myself deadlines, and sectioning out my free time on the weekends for fun vs business are what helps keep the back-end of my business going.
What was the defining moment in your entrepreneurial journey?
I took a branding class last fall with the intention on fine-tuning what I had already created. Instead, I ended up doing a total overhaul. While Double Clutched will always be where I started, it wasn't really a brand. Just a business. With 86 & Norman, I have a target person, not just an audience but a specific target person, brand colors, a brand manifesto, mission and values, and a brand personality. I have all that locked down and now I know what will work for my brand and what doesn't fit. I know what events my people will be at and where they won't. I know what will speak to my customers when it comes to products and fabrics and what I shouldn't use the time to consider.
"With 86 & Norman, I have a target person, not just an audience but a specific target person, brand colors, a brand manifesto, mission and values, and a brand personality. I have all that locked down and now I know what will work for my brand and what doesn't fit."
Where do you see your company in 5-10 years? (The ultimate goal?)
I've love to open a brick and mortar store that features black women handcrafted makers and artists that also doubles as an event space with DIY workshops, a teaching space, and area where people can host small intimate gatherings.
Where have you seen the biggest return on investment? (i.e. marketing, ads, vending, social media)
My best investment has been taking the time and effort in rebranding everything. Name, website, print materials, social media, legal documents, look, feel, everything.
Do you have a mentor? If so, who?
I have a few SHEeos I look up to. Melissa Butler from The Lip Bar, Jasmine Lawrence of Eden BodyWorks, Ade Hassan of Nubian Skin. I learned everything I know about branding from Lela Barker of Lucky Break Consulting.
Biggest lesson you’ve learned in business?
Having a product isn't enough. You need a brand, a brand story, and very defined person you want to be of service to and a need you are fulfilling.
Anything else you would like for people to know, or take away from your entrepreneurial story?
Keep being consistent. Keep posting. Keep sharing your "thing". Don't get discouraged because your journey isn't going as fast as someone else's. People are always watching and cheering you on.
For more of Cheryl and 86 & Norman, follow her on social: Instagram and Facebook.
Reset Your Relationship: How To Start 2025 Strong With Your Partner
As the calendar turns and a new year unfolds, many of us are laser-focused on our career goals, fitness resolutions, and vision boards that outline the journey to our best selves. But amidst all the planning and self-improvement, have you made room for another important part of your life? Your relationship.
It's easy for couples to fall into a routine, going through the motions and letting their connection sit on autopilot. While comfort is natural in a long-term relationship, it’s important to remember: that what you don’t nurture, eventually fades. So, why not make 2025 the year you reset your relationship? Here’s how to start the year with a renewed bond, reigniting the spark that brought you together.
Step 1: Schedule Your Reset Meeting
The first step to hitting the reset button is a State of the Union meeting with your partner. This is your chance to take a pulse on the relationship, discuss what's working, and identify areas that need attention. It’s all about creating space to reflect, without distractions.
Grab a pen and paper (or open a shared note on your phone) and come prepared to share your top 2-3 desires for your relationship.
What do you both want to feel more of in 2025? Maybe it’s feeling more appreciated, or perhaps you want to reignite the passion you had when you first started dating. Whatever it is, get clear about it, and make sure both of you are on the same page.
This isn’t just about listing your own wants, it’s also about discussing ways to nurture each other’s needs. Relationship goals should be focused on fostering deeper intimacy, trust, and mutual respect. Use this time to check in, not only with each other but with your individual feelings and expectations. Set the foundation for a fulfilling year ahead.
Step 2: Set A Date (Or Multiple!)
Having the meeting is only the first step. Now, it’s time to take action. One of the simplest ways to breathe new life into a relationship is by reintroducing consistent, intentional time spent together. For many couples, life gets busy, and date nights fall by the wayside. But dating doesn’t stop when you say "I do"—in fact, it’s even more essential.
During your reset meeting, lock in a regular date night that works for both of your schedules. This could be a weekly dinner date or an every-other-week adventure—whatever keeps things fresh. The goal is consistency. It’s easy to push date nights aside when life gets hectic, but if you set a specific date each week or month, you’re making your relationship a priority.
If you’re unsure what to do for your date nights, don’t worry! The key is creating new experiences together. This is what sparks excitement and brings you closer as a couple. Whether it’s cooking a new recipe together, trying a dance class, or exploring a nearby town, it’s about creating shared memories that build your connection.
Step 3: Find an Accountability Partner
Just like you might have a personal trainer to help you crush your fitness goals, an accountability partner for your relationship can do wonders for keeping both of you on track. Consider hiring a marriage coach or therapist—someone who can meet you where you are and guide you in strengthening your relationship.
When selecting a professional, it’s important to choose someone who truly wants the best for your marriage and can provide actionable advice.
Don’t be afraid to set high standards for your relationship, and seek guidance on how to keep it thriving for the long haul. In your reset meeting, discuss your commitment to growth, and be honest about areas where you may need support.
Marriage isn’t a set-it-and-forget-it endeavor—it’s an ongoing process. Regular check-ins with a professional can help keep your relationship in tip-top shape and “divorce-proof” by addressing issues before they become insurmountable.
Step 4: Try Something New Together
Stale routines can easily make a relationship feel monotonous. Spice things up by trying something new! Couples that explore new activities and create new memories together have stronger, more fulfilling bonds.
My husband and I host one of the top luxury marriage retreats, A Weekend For Love, designed to help couples experience new things together. From couples' workshops to outdoor adventures, the retreat provides a platform to rediscover each other and reconnect on a deeper level.
The element of surprise can reignite your connection. It’s exciting, fresh, and shows your partner that you’re committed to growing together. This doesn’t have to be a huge commitment—it could be as simple as trying a new hobby or planning an impromptu weekend getaway.
Your Relationship Should Be A Priority
As you start the year with personal goals in mind, don’t forget the importance of nurturing your relationship. It’s easy to get caught up in work, fitness, and family obligations, but your bond with your partner deserves to be at the top of your list. Resetting your relationship offers an opportunity to reignite that spark and remind each other why you fell in love in the first place.
In 2025, make a commitment to prioritize your partnership, to nurture it daily, and to invest in its growth. Take time to celebrate each other’s victories, support one another’s dreams, and build a foundation of love and respect. When you start the year with a clear focus on your relationship, you’re setting it up for success.
So, before you start mapping out your new workout plan or work goals, do yourself a favor: put your relationship at the top of that list. Your love story deserves a fresh start, too.
Happy New Year, and here’s to a love-filled 2025!
Couples, if you are ready to do the work and invest in your relationship register for A Weekend For Love: Heart Retreat Feb 21-23, 2025.
Featured image by zamrznutitonovi/Getty Images
Phase Of Life: I Thought I Was Falling Apart—Then I Learned What Was Really Happening To Me
When it was announced, “Class of 2023, you may now turn your tassels to the left,” that was the moment I realized s**t just got real. Even in the midst of celebrating with family, friends, and professors who had watched my personal and academic growth over the past three-ish years, I was already thinking about how excited I was for my next chapter.
To avoid making others feel more pressure about their post-grad plans than they already did, I withheld revealing that I’d already secured a full-time job six months before graduating and I’d gotten accepted to graduate school. I didn’t know that this lack of celebrating my accomplishments would impact how I’d embrace special moments in the future.
As I continued navigating my way through my post-grad journey, I found things in my life began to get harder and harder. It was one challenge after the next: I was adjusting to a new day-to-day routine. A romantic relationship drastically ended. I lost friends I thought I’d have forever. I had to grieve the loss of a loved one.
It was as if someone had abruptly stopped the record on the player, and the confused look you’d usually see on people’s faces was exactly how I looked after coming to my second realization that this was the worst I’d felt in a long time, if not ever.
Like everyone else, I’d previously experienced sad moments and life stressors related to my personal and professional life, but for some reason, this time felt different.
Even in my own strength of distracting myself with self-care tactics and support from friends, nothing seemed to stop my constant tears or heart from aching. Before long, I was waving my white flag at God and decided that these burdens were just too heavy for me to carry on my own. Therapy was something I was already familiar with, but I hadn’t scheduled it into my new life yet.
After the standard get-to-know-you sessions, it was time to get to the nitty gritty with my therapist. What’s really going on? Nothing could’ve prepared me for what she had to say next.
'Phase of Life' and Adjustment Disorder
When the words “phase of life,” escaped from my therapist’s mouth, it surprisingly felt more enlightening than heavy. Sure, I felt like I was spiraling, and nothing connected to me seemed to be going well, but at that point, I knew what was going on with me.
Associated with the "phase of life," adjustment disorder is something I had to discuss with my therapist to talk about what the next steps for me looked like.
After doing this, I felt reassured but nervous. I’d never been diagnosed with anything mental health-related before and didn’t want this to be the starting point of a cycle that I wouldn’t be able to get out of.
According to Healthline, adjustment disorder is a person’s temporary grouping of conditions in response to a stressful life occurrence. This can usually be seen as multiple events that have happened back to back or a singular event that’s taken a larger precedent. I personally experienced adjustment disorder with anxiety and a depressed mood, proving itself to be impacting my life more than I'd realized.
So many times as Gen Zers, we get told the generic rhetoric of, “You’re so young. Just live your life,” or “You have so much life to live. Stop putting so much pressure on yourself.” In reality, not only do I not feel that way, but it honestly just makes my feelings stronger and leads to a desire to constantly prove myself, especially as a Black woman.
The pressure and expectations surrounding being well-established and accomplished are always the heaviest burden.
Dr. Judith Joseph, a clinical psychiatrist and author of High Functioning, believes that post-grad depression is synonymous with adjustment disorder and that the condition is not confined to a specific age group or demographic. “In certain situations, let's say, college students, they tend to have more adjustment issues because they're going from one situation, like being at home, being cared for, to being completely independent, so to speak, in a new setting, and around new friends, not around family,” she said.
Early signs of adjustment disorder may look like feelings of hopelessness, avoidance of friends or family, or even feelings of anxiety and crying often— all of which I was experiencing. “Adjustment disorder can come as the depressed type or the anxious type. If you have the depressed type, you're gonna have symptoms of depression, like low mood, low energy, poor concentration, guilt, hopelessness, problems with your appetite. … The anxious type will have symptoms of an anxiety disorder, like stomach ache, headache, breathing fast, worrying, palpitations, [and] inability to relax.”
Adjustment Disorder, Social Media, and Gaining Understanding
These symptoms can also get heightened with the usage of social media as many people compare their lives to others.
While seeing others’ success can be inspiring, it can also be detrimental to one’s authentic journey by trying to emulate or align themselves with societal expectations, values, and beliefs. “The difference between adjustment disorder with anxious symptoms is that when the stressor goes away or the person becomes accustomed to the situation, the symptoms go away. But if it's more persistent, then it's likely not related to a stressor. It's a persistent condition like generalized anxiety disorder,” Joseph added.
When getting diagnosed with adjustment disorder, it is recommended to implement stronger levels of self-care along with finding supportive people around you, such as friends, family, and colleagues, to help you through the transition.
What was also helpful for me in my journey was being more patient with myself in those tougher times, giving myself grace, and humanizing myself. The superhero complex of Black womanhood, in my lens, does not start at the legal age of 18. It begins with the first iterations you have of female figures in your life. Your mother, grandmother, aunts, sisters— all of these women in some way demonstrated the example of saving everyone else and only sometimes putting themselves on the check-in list, if ever.
While it sounds taboo to some to take your mental health seriously, I’ve learned that doing so not only saves your life but the lives of those around you.
Joseph recommends not only being aware of your personal and family mental health history but also determining ways to avoid taking on so much at once. “The other thing you can do is if in preparation for a big change, try not to make so many different changes happen at once,” she said. “So I've had patients who they're not only moving to a new place, but they're starting a new job and it’s like that's a lot of change. And then they're like, ‘Well, maybe it's time to break up with my boyfriend.’ … You may wanna spread out your change.”
She also recommended being proactive toward the impact of life changes by giving a heads-up to those around you. Whether this be family, friends, or a significant other, being able to lean on others during times of transition makes a difference, especially as someone who may have experienced this before. The symptoms of the disorder can return with another big life change.
In the words of Megan Thee Stallion, “Bad b**ches have bad days too,” and this reigns true for me now more than ever.
My character, demeanor, and core as a person don’t change just because of a bad season or hard times. The confidence I have in high moments should be the same level of confidence I have in other areas of my life. As I continue on this journey of self-growth, life changes, and knowledge of the world around me, I’m reminded of where I started on the road to getting where I want to be.
The bounce back is always going to happen, but there’s a difference between a bad day and a bad life, and hard times don’t last forever. It just feels like forever in the moment.
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Featured image by Delmaine Donson/Getty Images