It’s March 8, which means today is International Women’s Day! To mark the occasion, we caught up with some of the amazing and wonderful female entrepreneurs that we work with here at Fashion Meets Music. The theme for the day is #BreakTheBias. Whether deliberate or unconscious, stereotypes and bias make it difficult for women to move ahead. The designers share their experiences as independent, female business owners and discuss the various stereotypes and biases they face.
Leanne Armstrong — Leanne Creative
Have you faced any stereotypes or biases throughout your career?
In general, there is an idea that designers just draw pretty pictures and it’s not a ‘real job’ because of its creative nature, which is a frustrating perception. However, I try to use my platform to show the “behind the scenes” process of my work. There are so many other skills required (especially as a freelancer and business owner) to maintain a successful brand which often gets overlooked and under-estimated.
I design greeting cards and gifts featuring portraits of exclusively black and Asian people. In general, I do have overwhelmingly positive feedback and support from clients, strangers, friends and family. However, there is a perception that I make my cards just for a black audience — but this isn’t the case. My designs are for everyone to buy and enjoy. If you are not black (or Asian) yourself, it doesn’t mean you can’t buy a card for a friend or a gift for yourself with a black portrait on it. If you see it and like it, it’s for you!
What’s your experience been like as a black, female entrepreneur.
As a female, I don’t think we are taken as seriously in entrepreneurial positions as men, unfortunately. I’ve had the question “How’s your little business going?” or when I say I design greeting cards and gifts, I’ve had a response of “Awww Bless!” which both feel really patronising. I wonder if the same is said to men when they talk about their businesses..? I try to combat these statements and biases by just focusing on my growth, strategy and quality. As Beyonce says “Always stay gracious… best revenge is your paper”!
As a graphic designer/illustrator, I’m already a minority as a female, so being a black female has made me stand out even more. I’ve had some clients say that they specifically source designers like me for their projects (particularly for children’s book illustrations). So, fortunately, it’s not been something I would deem as a ‘challenge’ against my success. Rather, I see my femininity and blackness as an asset that gives me a perspective on the world that enhances my work.
Is there any advice you would give someone facing similar biases?
My advice for other female entrepreneurs would be to, of course, take inspiration from others, but focus on your own journey to avoid comparison. Also “take up space”. — don’t be afraid to be seen and heard in your industry (I’m still working on this myself).
As women, we sometimes shrink ourselves to make others feel comfortable and as black women, we sometimes don’t speak up to avoid being seen as the stereotypical “loud black woman”. However, to make waves and get to where we want to be, you have to put yourself out there — you never know who is watching and rooting for you!
Amara Dimud — Obele Africa
Have there been any stereotypes or biases throughout your career? i.e. did people think your business idea wouldn’t work?
Personally, I didn’t think my business idea would work, because I created a lot of imaginary obstacles. I had bought my accessories about 2 years prior and kept them in a suitcase because I was too afraid to showcase them — I thought that people wouldn’t like them.
Working in a full-time job also didn’t leave much room to put the business into action the COVID period gave me the break and momentum to take one day at a time and piece all the processes together.
What’s your experience been like as a black, female entrepreneur?
There’s not really much representation in terms of black, female entrepreneurs. There are the big names and celebrities, but these are often inaccessible to me. There’s not anyone I can consider as a mentor. There should be more mentorship and training programmes out there, especially targeted at women, who are often left behind and have other unique needs.
I still struggle a lot with raising capital. Even if people say there is support provided to small businesses, I feel it’s extremely competitive and the demand outweighs the supply making it difficult to get any support.
What’s your experience been like as a black entrepreneur?
I typically sell online, so I have very little physical interaction with people that buy my products.
However, as a black business owner, the one thing I would say is that the cost of doing business is still too high to compete. I sell African accessories that are primarily made in Africa. However, I know it would cost less to move production and supply to China. Then there is also the inefficiency and extra expense of shipping from Africa to consider.
Also, there are very limited platforms to sell my items (thank God for FMM!!!). And even if you do manage to find affordable platforms, the target market is still too niche unless there is something like a pandemic or an unfortunate George Floyd/BLM period. You see this with big black brands such as Grassfields and Gaia, who did extremely well during the pandemic but are now shutting down.
Gwen – Simply Grace Tots
Have you faced any stereotypes or biases throughout your career?
In short, yes. I got told the prices were too high and the brand was too specifically tied to Ghana instead of the African continent as a whole.
Many believed that because I chose abusiness that focusedon building a children’sbrand itwas a great idea for a female entrepreneur. However, I find the way people associate anything to do with kids with women very stereotypical.
What’s your experience been like as a black, female entrepreneur?
I believe that because it is an African inspired brand it is good for it to be led by a black business owner.
However, I think that those who believed that civilisation and Christianity or rather belief in God came from the west find it uncomfortable to accept that Africans already knew God (as demonstrated through the use of the Adinkra symbols in my work).
Non-Africans have this unconscious bias of Africans being pagans and a false belief that it was through religious conquest by the west that we were saved from paganism. I use my brand as a tool to educate those who do not know that African beliefs and culture are centred around a belief in God almighty.
Is there any advice you would give someone facing similar biases?
Don’t let people’s biases deter you from achieving your goals. Trust in your dream and you will succeed. Take industry advice and help from those who have already achieved in your chosen field of work — but keep the original fire burning by trusting your instincts.
Dennica
Have you faced any stereotypes or biases throughout your career?
When I lived in the States and started Fashion Meets Music, the bias was that doors opened a lot easier because I was British. When I moved back to the UK, people always assumed I had wild “US” ideas when it came to my out-of-the-box way of thinking.
I’m naturally a wild thinker — head everywhere and constantly wanting to do big and crazy things. In the beginning, people would always assume that my hare-brained schemes and projects wouldn’t work — until I proved them wrong. But still, there’s always been comments and attitudes when I’ve produced larger than life projects.
Throughout my career, the main stereotype has come from other black business owners who think that things have been handed on a plate or I get unique opportunities because of my light-skinned complexion.
If so, how did you deal with these biases?
Keep it moving, big smile whilst saying F You in my head (and you know I don’t smile!) 🙂
Is there any advice you would give someone fighting similar biases?
If I’ve wanted something that wasn’t there I would create it and make it happen, so I suppose I’ve grown up with that entrepreneurial spirit.
If you’re passionate about it, you’ll find a way to make it happen — so go for it. Don’t stay within boundaries and reach out to others who have done the same to see if they can offer insights or share their journey with you. Be genuine as your reputation is on the line. And although this is still a work in progress for me — ignore people’s biased thoughts and actions and just keep it moving.
Lizzy
Have you faced any stereotypes or biases throughout your career?
I believe that I have been faced with several stereotypes and biases throughout my career.
I have always been a go-getter from a young age, so I was usually the youngest person in the room (but at a senior level). This was not always met favourably — not everyone saw this positively and some felt I had less to give because of my age.
As a mother, it’s been challenging to be taken seriously — people assume I will always have “time off” for parental responsibilities.
As a woman, as a black woman – MOST DEFINITELY! Black women are not given as much investment, support or confidence within their ideas as deemed not to be able to build something as successful as would a man.
Proudly and fortunately for me, I am all 3: I am young-ish (lol), a black woman and a mother in business. All of these qualities and the resulting experiences have made me the entrepreneur that I am today.
What’s your experience been like as a black, female entrepreneur.
As a female entrepreneur, I have met on several occasions the pleasure of lots of lip service and empty promises. In business, this happens in general, but I did feel it was higher for me as a female. I do have to say that the males that champion for me, champion hard. For that, I love them even more so!
Black business owners struggle in business for various reasons, but a bias for being black unfortunately is very common in the business world. I used to try and deal with all the biases against me by working hard to prove people wrong. Now I deal with them by working hard to prove to myself that I can achieve what I want to do on my own terms.
Is there any advice you would give someone fighting similar biases?
Understand and believe in your own purpose and power. Also, no one is more critical of you than you. Block out the noises from outside and really focus on you and your vision. Your results will speak to yourself.
Although cliche, it’s true — if you are not invited for a seat at the table, build your own table. We have enough barriers to face and overcome on a daily basis, that the biases of others cannot be your responsibility too. Do you and do it to the best of your ability.
Rachel – Veryl Designs
Have you faced any stereotypes or biases throughout your career?
Yeah – quite a lot. At Fashion Meets Music, I stock just my jewellery but my business also includes clothes. The clothes are made in Uganda, which is where one of the biggest stereotypes surfaces its head — people assuming that the clothing can’t be of good quality.
Also, I grew up in Uganda and moved when I was 19 years old. I suppose I don’t “look or sound like” I grew up there, so people question where I got my communication skills.
What’s your experience been like as a female entrepreneur?
I also face bias as a female founder, with some clients assuming that I couldn’t possibly be running this business independently. I’m often asked whether there is a man that is supporting and/or investing in the business. It’s condescending and not necessary in this day and age.
The truth is, I did start and continue to run the business by myself. Currently, I’m looking to expand my team but as a small business, often the only resource you really have is yourself.
Is there any advice you would give someone facing similar biases?
Always know the purpose of the business — what did you start and why did you start it? And always consider your client.
At the end of the day, your experiences are what make you and your business unique. They’ll either be the reason you started the business or the reason it’s growing – and more often than not, your experiences will account for both.
So as much as the stereotypes and biases you face may knock you down, just know that you are living your truth and this is ultimately what makes you stand out.
I also suggest surrounding yourself with people who understand, support and champion you. When you finish a difficult meeting or call, these are the people who will remind you that you are deserving of the space you are fighting for.
For example, I’ve personally joined groups that are led by fellow female founders. It’s so helpful to have other people that relate to your struggles – it really makes you feel less alone and isolated in your experience.
Fola Oworu — Flakies Fashion
What’s your experience been like as a black, female entrepreneur?
For me, being a woman, especially a black woman has never really held me back from anything I have ever attempted business-wise. I was raised to believe that there was nothing I couldn’t achieve and that belief has always stayed with me.
Is there any advice you would give someone facing similar biases?
I think the only advice I can give any other female black entrepreneurs is to believe in themselves and make sure they know the industry they are trying to get into. Also, your business money is not your money.
