For many Black women founders, the journey to business ownership isn’t always a choice but a necessity. Systemic barriers and socioeconomic disparities often create unique challenges that can lead to job loss or limited career opportunities. When traditional paths are blocked, entrepreneurship emerges as a powerful tool for survival and self-determination.
In this interview, we delve into the story of Rhonda Daniels, who, after experiencing a career setback, turned her adversity into an opportunity to launch her own successful business, Natural Radiant Life, with two other co-founders.
“It was sort of the proverbial fork in the road,” she explained. “After being laid off from what I thought would be my dream job, I was presented with an opportunity to start my own skincare business.” Rhonda’s passion for skincare and her extensive industry experience fueled her decision. “I’ve always been interested in skincare, both personally and professionally,” she said.
She shared how she collaborated with two close friends to bring her vision to life. “The world is crazy enough right now, and doing this didn’t seem any crazier. So I called my two business partners, whom I’ve been friends with since college. And I said, hey, I’m about to do this thing. You guys want to go on this crazy journey with me. And so we started the formation process in March of 2020 and officially launched September 2020.”
What are you most proud of achieving with Radiant Radiant Life so far?
Rhonda expressed pride in taking the initiative to start Natural Radiant Life. She acknowledged that many people have ideas but don’t take action due to fear of failure and whatever else. She emphasized taking risks and trying, even if the outcome is uncertain.
She said, “ I would rather have started it. And even if it doesn’t work, I can always feel proud of the fact that I tried.
She also highlighted the quality of their products. Their team is dedicated to ensuring that the products are effective and safe, often using them personally before introducing them to the market.
Lastly, Rhonda acknowledged the challenges of maintaining a business for four years. “Many businesses don’t survive that long,” she said. “I’m proud to still be here, to still be getting up every day and fighting the good fight to have more people know about Natural Radiant Life.”
Can you describe a significant setback you faced in building your business and how you overcame it?
Two years ago, Natural Radiant Life expanded its distribution channels beyond direct-to-consumer sales and explored retail opportunities. As they began envisioning their products on retail shelves, they realized that their existing packaging and branding needed to be aligned with the aesthetic and practical requirements of a retail setting. This realization prompted a significant rebranding effort that had them take a three-month hiatus to resolve.
The rebranding process was both challenging and time-consuming. Rhonda explained, “This involved redesigning our logo, packaging, and website and refining our target audience.”
She continued, “We had to temporarily pause many operations to focus on this major shift,” Rhonda said. “It was a risky move, but we believed it was necessary to elevate the brand.”
The team faced numerous obstacles during this period, including trademark issues and logistical challenges. “It felt like everything that could go wrong did go wrong,” Rhonda recalled. But Rhonda and her team refused to quit. The rebranding proved to be a success. “We shifted our focus to target Black women, who made up most of our customer base,” Rhonda said. “This rebranding helped us better connect with our audience.”
The new branding resonated with their target audience and helped them to better connect with their customers. It positioned them for future growth and allowed them to compete more effectively in the market. This experience taught the team valuable lessons about resilience, adaptability, and staying true to their brand vision.
What is the most critical lesson you’ve learned as an entrepreneur?
Rhonda believes that a critical lesson she’s learned as an entrepreneur is believing in bigger possibilities. She explained, “When we first started, I didn’t fully believe in the scale of what we could achieve. It was my first time being an entrepreneur, so I played it safe and didn’t fully embrace the potential of the business.”
This mindset, she realized, limited her ambition and hindered the growth of Natural Radiant Life. “By not believing in the full potential of the business, I missed out on opportunities and didn’t attract the right people and resources,” she said.
Rhonda emphasized the power of positive thinking and the importance of setting ambitious goals. “If you don’t think big, you can’t achieve big things,” she said. “By believing in the potential of Natural Radiant Life, I can attract the right people, opportunities, and resources to help us grow.”
She encourages aspiring entrepreneurs to dream big and not be afraid to aim high. “And so if you’re not thinking these big, big thoughts, it’s hard to attract the people, the places, the circumstances that are going to get you there,” she said
If she could start over, she would believe in the company’s potential on a larger scale from the very beginning. She believes that our thoughts have the power to manifest our reality, and by thinking bigger, we can attract the opportunities and resources needed to achieve our goals.
Can you describe your experience preparing for the pitch competition and the subsequent crowdfunding campaign? What were your biggest challenges during each phase, and how did you overcome them?
Rhonda recalled the challenges of preparing for the pitch competition, particularly the time constraints. With multiple commitments and a limited timeframe, she had to curate her pitch to fit within the three-minute limit carefully. “It was a delicate balancing act. How do I make the determination that this is what the audience needs to hear in order for them to buy into what I’m doing? How do I make it impactful?”
Rhonda was grateful for the practice sessions and the valuable feedback she received during pitch practices. Incorporating this feedback into her actual pitch helped to calm her nerves and enhance her presentation. The constructive criticism she received allowed her to refine her message and tailor it to a specific audience.
By practicing her pitch multiple times and receiving feedback from others, Rhonda delivered a confident and compelling presentation. She effectively communicated her vision for the business and articulated her products’ unique value proposition.
One of the biggest challenges was overcoming self-doubt and asking for help. “I had to step out of my comfort zone and be vulnerable,” Rhonda said. “But I also knew that I couldn’t achieve my goals without the support of others.”
The crowdfunding campaign presented its own set of challenges since Rhonda didn’t have a plan. She had to leverage her network and social media to generate support and encourage people to donate. She emphasized the importance of being transparent about how the funds would be used and expressing gratitude for the support. “It’s not always easy to ask people for money,” Rhonda admitted.
“But I knew that the crowdfunding campaign was essential for the success of my business. I think once they understood that this money does come to us, they were even more inclined to support, I have a lot of people in the network who are willing to help, you know, a lot of times when you simply say, listen, I need your help, people will perk up and ask what is it that you need?”
Despite the challenges, Rhonda successfully navigated both the pitch competition and the crowdfunding campaign. She credits her perseverance, determination, and strong support network for her success.
Based on your experience, what advice would you give entrepreneurs preparing for a pitch competition?
Rhonda advises aspiring entrepreneurs to invest in a professionally designed pitch deck. “It’s helpful if you already have a pitch deck, one that is visually appealing and answers the questions from your audience,” she explained. “We paid to have ours done.”
She also emphasized the importance of tailoring your pitch to your audience. “Your founder story is important. Your passion for what you do, because if you are not demonstrating passion, why would anybody else care about it? So, people are buying into you.”
Rhonda stressed the significance of practicing your pitch multiple times. “Practice, practice, practice. I would record myself, I would turn on the timer to get it to under three minutes, and just keep doing it and keep doing it until it became second nature. Everybody’s different, but for me, trying to memorize it doesn’t work because if I memorize it and I miss one word, then I’m completely thrown off.”
Finally, Rhonda encourages others to step out of their comfort zones and practice public speaking. She says for those who are not naturally comfortable speaking in front of crowds, it’s essential to develop strategies to manage nerves and deliver confident presentations.
Where did you allocate the funds?
Rhonda recognized the need to strengthen her team’s digital marketing capabilities. She realized that while she and her team had marketing backgrounds, the digital landscape had evolved significantly. To address this, they decided to hire a part-time digital marketing specialist.
They found a highly skilled individual with expertise in platforms like TikTok Shop and Meta through a referral. This strategic hire will enable them to leverage the latest digital marketing trends and optimize their online presence.
Rhonda plans to allocate the funds from the pitch competition to pay for the digital marketing specialist’s services and to invest in advertising campaigns, particularly during the holiday season. She believes that this combination of strategic hiring and targeted marketing will drive significant growth for the business.
Support for women of color entrepreneurs can be limited. Can you share an experience where this was a significant hurdle?
Rhonda acknowledged the mixed experiences of support for women of color entrepreneurs. While she has benefited from supportive communities like Black Girl Ventures and New Voices, she also highlighted the challenges of limited funding opportunities.
“One of the biggest challenges I’ve faced is the limited access to funding,” she explained. “I spent a lot of time writing for grants. Often, we find ourselves competing with businesses in vastly different industries for the same limited pool of resources.” Rhonda recalled a time she was pitching in a competition against a company that helps Black boys code, and being a skincare brand, she couldn’t compete with that.
Rhonda shared her frustration with the lack of targeted funding for specific industries or demographics. “Like, that shouldn’t even be in the same category, but because there’s one pot of money, it’s like everybody’s coming for this pot of money.”
She shared that there should be dedicated funding streams for various sectors, such as beauty, tech, and service industries, and that this would ensure a more equitable distribution of resources.
To overcome these challenges, Rhonda has had to be creative and resourceful. She has utilized alternative funding sources like Shopify Capital and community development funds. She has also actively participated in supportive communities, sharing knowledge and experience with other entrepreneurs.
What is an entrepreneur’s most essential skill or quality for business success?
Rhonda emphasized the importance of perseverance as the most crucial quality for an entrepreneur. She explained, “There’ll be a reason every single day that you say, why am I doing this? But perseverance will help you get up and continue to fight the fight. When I open my eyes every morning, I pray that God helped me make the next best decision.”
She then highlighted the need for strong discernment to prioritize tasks effectively. “As an entrepreneur, you’re constantly bombarded with opportunities and distractions,” she said. Rhonda makes a personal promise to herself every day that she’ll do at least one thing that helps move things forward.
Rhonda also made sure everyone knew what she did. She said, “You can’t be afraid to open your mouth. I talked to everybody, all my friends, and everybody knew what I was doing. And so even people who may not have ever bought a product from me, they’ll see a vendor event or a grant and send it to me.”
She encouraged aspiring entrepreneurs to be persistent and resourceful. “There are many ways to achieve your goals,” she said. “Be creative, be persistent, and never give up on your dreams.”
Can you share a high-risk decision you made that significantly impacted your business?
Rhonda and her team encountered some significant challenges when hiring talent. They’ve invested in individuals and agencies that promised exceptional results but ultimately failed to deliver. These experiences have taught them the importance of a rigorous and strategic hiring process. They now prioritize thorough vetting and carefully considering potential hires, ensuring they align with our company culture, values, and long-term goals. This shift in strategy has helped them to mitigate risks.
How do you define success for yourself and your business?
Rhonda defines success for Natural Radiant Life beyond traditional business metrics. While KPIs like revenue, customer retention, and repeat purchases are important, she emphasizes the impact of the products on customers’ lives.
“We measure success by the positive feedback and reviews we receive from our customers,” she said. “Many customers have shared how our products have helped them to feel better about themselves, restored their self-confidence, and finally helped them. Our faces are what we present to the world every day.”
Rhonda also highlights the importance of innovation and product development. “We’re constantly exploring new ingredients and formulations to provide our customers with the best possible products,” she explained. “Our organic purple sweet potato body lotion is a great example of our commitment to using natural ingredients and providing effective skincare solutions.”
What excites you most about the future of Natural Radiant Life?
Rhonda expressed her excitement for the future of Natural Radiant Life. “I think having the opportunity to look in retrospect and see how far we’ve come, the things that we tried, and we’ve tried different things. Some were great. Some not so much,” she said. “I’m looking ahead at all these new opportunities that keep presenting themselves.”
Rhonda recently applied for a $100k pitch competition. She believes in the power of faith and perseverance. She said, “I figured if I keep doing it, if I keep perfecting it, then one day my number will come up. I believe faith is the substance of things unseen. I don’t know when and maybe I don’t know the packaging that is coming, but it keeps happening to let me know that I’m moving in the right direction.”
She emphasized the importance of resilience and a positive mindset. She said, “As funny as it sounds, I’m excited about the things I don’t know are coming my way. I had a lady I used to work with years ago, and she’d always say it’s always too soon to quit.”
What do you envision for the future of Black and Brown women entrepreneurs and small business owners?
Rhonda envisions a future where Black and Brown women entrepreneurs continue to thrive and contribute significantly to the economy. She believes that they will remain resilient, innovative, and supportive of one another.
“I think we will continue to find ways to support each other and create ecosystems that provide the resources and funding we need to grow and scale our businesses,” she said. “I think that black women are forced to be reckoned with, and I don’t think that we’re going to stop.”
Rhonda acknowledges the importance of adapting to changing circumstances. “The political climate and societal factors can impact us, and we may have to move differently,” she said. “But we will always find ways to navigate these challenges and continue to progress.”
She highlights the role of organizations like Black Girl Ventures in providing support and resources to Black women entrepreneurs and other allies who are instrumental in helping Black and Brown women entrepreneurs access funding and connect with like-minded people.
Looking ahead three years, what would you consider a successful outcome for your business?
Rhonda envisions a prosperous future for Natural Radiant Life, with significant growth and expansion. She aims to have the brand well-established in both retail and online channels.
“A major milestone would be to see our products on the shelves of at least 200 specialty boutiques and spas,” she said. “This would represent a significant expansion of our retail presence and increase our brand visibility.”
In addition to physical retail, Rhonda is focused on growing online sales and building a loyal customer base. “We aim to increase our revenue by a factor of ten,” she said. “This will require a strong marketing strategy, efficient operations, and a focus on customer satisfaction.”
Rhonda also recognizes the importance of building a strong team. “We’re currently wearing many hats, from product development to marketing,” she explained. “Our goal is to build a team of talented individuals who can handle various aspects of the business, allowing us to focus on strategic initiatives.” Finally, Rhonda hopes to have the company carefully positioned for a clear exit strategy.
Running a business can be demanding. How do you prioritize self-care and maintain work-life balance?
Rhonda prioritizes self-care by incorporating various practices into her daily routine. She utilizes meditation apps like Blackfulness to find moments of stillness and mindfulness. Journaling also plays a significant role in helping her process thoughts and emotions.
Golf has become a valuable outlet for Rhonda. It allows her to disconnect from work and fully immerse herself in the present moment. “Golf, for me, is like a mindfulness practice,” she explains. “Because when I’m playing and, like, when I step up to hit the ball, I have to be fully present.”
She also emphasizes the importance of taking breaks and vacations. “It’s essential to step away from work and recharge,” she says. “By prioritizing self-care, I’m able to maintain my energy levels and productivity.”
Rhonda encourages other entrepreneurs to prioritize self-care and avoid burnout. “Remember, you can’t pour from an empty cup,” she says. “You have to take time to recharge your battery so you still have something to give.”
What is your favorite quote or mantra that guides you as an entrepreneur?
The future belongs to those who believe in the beauty of their dreams.—Eleanor Roosevelt.
Are there any particular books or podcasts that have significantly influenced your entrepreneurial journey or life?
Podcast: The Serial Podcast, watching the History Channel, True Crime
Book: All We Were Promised: A Novel by Ashton Lattimore
What is a must-have tool or app that has streamlined your business operations?
What’s one food you have a hard time saying no to?
What are the next steps for Natural Radiant Life?
Rhonda is currently focused on optimizing her marketing strategy for the upcoming Q4 holiday season. She aims to replicate the success of last year’s Facebook ad campaign by exploring new creative approaches and leveraging emerging marketing trends.
In addition to digital marketing, Rhonda is actively exploring retail opportunities. She is cautious about selecting the right partnerships and ensuring they align with the brand’s vision.
Wholesale expansion is another critical focus for Natural Radiant Life. Rhonda is working on building relationships with specialty boutiques and other retailers to increase product distribution. She aims to reach a wider audience and boost sales by securing more wholesale accounts.
Any last words?
Rhonda was grateful to Black Girl Ventures for providing a platform for Black women entrepreneurs. She said, “Just grateful for what you all are doing at Black Girl Ventures and continuing to give businesses like Natural Radiant Life more exposure, more people get to hear from us. The day I pitched, there were people in the room who had never heard from us and have now become customers. So, just grateful for the work that you all do.”
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