410: This Side Hustler Created a Curated Beauty Supply Store and Community In Ann Arbor

Side Hustle Pro

Nicaila Matthews Okome | Side Hustle Pro Media

Nicailamatthewsokome, Blackwomenentrepreneurs, Sidehustle, Blackpodcast, Sidehustlepro, Marketing, Sidehustles, Business, Smallbusinesspodcast, Sidehustleshow, Blackownedbusiness, Blackwomenownedbusiness, Blackwomen, Blackentrepreneurs, Smallbusinessshow, Businesspodcast, Entrepreneurship, Smallbusinessowners

4.8 • 1.8K Ratings

🗓️ 26 June 2024

⏱️ 63 minutes

🔗️ Recording | iTunes | RSS

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Summary

This week I’m excited to chat with someone I go way back with, Sheena McCullers. Sheena is the founder of Della’s Beauty Supply. Della’s was launched to bring a much-needed sense of belonging for BIPOC beauty lovers in Ann Arbor, MI. After moving from Brooklyn, Sheena saw a need for a place for people who look like her and took a chance on opening a storefront.

In this episode she shares:

How intentionally creating a community through word of mouth was the foundation to building her customer base
The startup costs and how she’s been able to be profitable in the first year
The importance of working a full-time job where she was supported enough to be transparent about needing space to focus on expanding Della’s

Highlights Include:

00:00 Intro

08:16 Exploring different side hustles

14:16 Navigating a new city

18:43 Filling the need for a beauty supply

23:18 Startup planning and costs

27:55 Creating a community

30:01 Curating events and collaborations

35:02 Running a storefront as a side hustle

41:20 Expanding and creating a cultural hub

46:43 Setting the tone for the future of the store

56:19 Tips for entrepreneurs

Check out episode 410 of Side Hustle Pro podcast out now on Apple Podcasts, Spotify, and YouTube

Links mentioned in this episode

Auntie Della’s Website: https://auntiedellas.com/
Auntie Della’s Instagram: https://www.instagram.com/auntiedellas/
Auntie Della’s TikTok: https://www.tiktok.com/@auntiedellas
Virtual Assistant: https://theindemandva.com/

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Transcript

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0:00.0	You're listening to Side Hustle Pro, the podcast that teaches you to build and grow your Side Hustle,
0:08.0	from Passion Project to Profitable Business. And I'm your host, Nakela Matthew Zakome.
0:13.8	So let's get started.
0:17.0	Hey, hey friends, welcome, welcome back to the show. It's Nakela here back with another awesome episode and today in the guest chair I have
0:29.3	Sheena McCollers. Sheena is the founder of Delas in Ann Arbor, Michigan. Now, Sheena grew up in
0:35.8	Toledo, Ohio watching the women in her family do their hair in kitchens, beauty salons,
0:41.1	basements, and sometimes the church bathroom.
0:44.0	She watched in awe as family members of all beautiful brown shades shaped shifted with every hairstyle,
0:51.0	weaves, finger waves, texturizers, blowouts, pressing curls, box sprades, vibrant
0:56.0	hair colors, and more.
0:58.2	With a gang of sisters, countless aunties and cousins, there were plenty of styles to go around. And Sheena saw this work up close when her eldest sister became a
1:06.8	beautician at a local salon. Every time her school offer take your daughter
1:11.4	to workday shena begged her sister to spend the day at the salon.
1:15.2	She loved Beauty Shop Life watching her sister crank out style after style,
1:20.1	listening to salon gossip and observing the business and fun of black beauty.
1:25.0	So it's so serendipitous that she's doing what she's doing now.
1:29.0	Never in a million years could she not have imagined that she would take all of her
1:34.5	experience including a few stints at entrepreneurships she has had five
1:39.0	side hustles we can't even get into all of them and turn it into a platform that would have a big
1:45.2	impact in the world of beauty she grew up loving. Shena created Delas to
1:50.5	bring a much-needed sense of belonging for Bipoc beauty lovers in Ann Arbor, Michigan,
1:56.0	where she, her husband, and her son moved from Brooklyn, New York for her husband's PhD program.
	...

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