2020 was a year that swept us all off of our feet, financially, mentally, and physically. Everyone had to relearn how to navigate a completely new world… pandemic-style. While others chose to sulk in despair while quarantined, 16 year-old Dejia Bess used this as an opportunity to launch a viable business in hopes of becoming financially free in the near future. In fact, Bess says “The pandemic affected my business positively. I was able to start my business because of the pandemic, and it made it easier to sell because everyone was online shopping anyway.”
Dejia's ambitious nature came as a result of her Mother’s teachings. Bess’ spends most of her time with her mom, trying new restaurants, cooking, learning to drive, and going on mother-daughter dates is a norm to them. This is who Dejia gets the unique magic that sparked her business idea from. It was April 30th, 2020 when Bess came up with her business idea, and on May 18th, 2020, Beauti Embellishments was born. Bess states “I was inspired to start a business of my own because the stuff I wanted, people sold for too much money so I decided to get it myself & sell for cheaper. I also enjoy having my own money & it gives me some experience for the future.”
Bess launched Beauti Embellishments with the purpose to “make our ‘Baby Beauties’ feel more embellished, sophisticated, and stylish in our items.” Dejia spent weeks establishing her business plan, inventory, business cards, website, and eventually company name. The name ‘Beauti Embellishments’ comes with a deeper meaning to Bess. ‘Beauti’ was her late grandmothers’ nickname for her. Her grandmother was Bess’ #1 supporter, and mentor. She pushed her in everything and always instilled in Dejia that “If you can dream it, you can achieve it. Don’t let anyone or anything put doubt in your heart.” Embellishments are additional decorations to make something look more attractive. Such ‘Embellishments’ including multiple accessories such as handbags, sunglasses, jewelry, and more. Thus, together Beauti Embellishments grew into Dejia Bess’ baby.
Now, it has been almost a year since Beauti Embellishments has been in business and Bess could not be any happier with its success, and the lessons she has learned. The Covid-19 pandemic had one of the worst impacts on the small business industry. Running a small business through such trying times comes with some ugly truths, as well as blessings. According to Bess, “ Some ugly truths about becoming a CEO are feeling that there’s someone with better prices, advertisement, and audience engagement at all times. You constantly feel like you could be doing more. You contemplate a lot & the lack of motivation is REAL. Staying focused & being patient is very important!!” Going into business can be a risk and a blessing. In particular, small business owners tend to face greater risks such as disputed purchases and bad customer experiences. For Beauti Embellishments, “I’ve had a customer unhappy about her chain however it wasn’t bad because I just offered her a new one. Other than that I haven’t had any issues, I try to communicate if there are any delays so I’ve never had any bad comments on anything.” Bess advises this approach to all small black-owned business owners.
Despite these ugly truths, starting Beauti Embellishments has certainly proved more advantageous to Dejia Bess. “Being a CEO has taught me how to negotiate, multitask, and draw people in based on information I have on them. I’ve learned to be more patient, stable, & determined when no one else sees my vision.” Which is why, Bess advises any other young girl who is reluctant to start a business, to “Go for it! Have no regrets about yesterday! The earlier you start the sooner you’re financially free!” Bess has nothing but positive praises to express when it comes to operating a small business. Her 2nd favorite thing about being a CEO, is creating the product names. This is where her creativity gets to shine. Some of Beauti Embellishments product names vary from “Butterfly Effect” and “Royalty” to “Hollow Figaro” and “High Standards Tote ''. Above all, Dejia's favorite thing to do is package orders. Bess expresses that “it’s just awesome, the feeling is great. I pack them with lots of love & send them off with a smile!”
With spring and summer approaching, Bess launched a new sunglasses collection, and recruited some brand ambassadors to increase her business’ promotion. Things are looking great for Beauti Embellishments and its future. In the next 5 years, Dejia sees herself “starting and investing into another business while Beauti Embellishments works for itself bringing in income.” Her family is her biggest support system. They constantly ask her how the business is going and offer their help. It appears that Bess sees a possible collaboration in the near future. She says “I’d collaborate with Boujee Collectables because she is very helpful & creative with her photos & products. I love the look of her brand.” We look forward to the future of Beauti Embellishment and Dejia Bess’ continued success.
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