Today we’d like to introduce you to Dawn Ervin LaShoundra Jordan.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
Dawn: Our story began almost 12 years ago. When I realized I could really benefit from having the opportunity to start a small business with the help of the United Way, I immediately thought of my friend, LaShoundra. We both have always had a love for all things fashion. In addition, she was already blogging every Sunday, loved taking photos and was building her following at a steady pace. As for me, I have always been more comfortable playing more of a background role and was confident in my ability to handle more of the business side of things like accounting, maintaining the budget, managing inventory, purchasing supplies, payroll, etc. To me, this was all I could ask for. The opportunity to build something with my friend that would allow us to have fun as we always do while growing a business at the same time.
LaShoundra: When Dawn introduced the idea of us opening a boutique together, that we each needed $1,000 and that the United Way would match our contribution plus some, I was excited. We immediately started brainstorming.
Dawn: It was so many details that we had to focus on. The one that stands out to me the most was us coming up with our name. Oh my goodness! We really put a lot of thought into it and wanted something that would reflect who we are and what our overall mission would be. I think InsideOut continues to mirror us in the perfect way.
LaShoundra: Yes, we still want the everyday woman to know she is beautiful and how important it is for them to reflect that from the inside out. Over the years, InsideOut, Dawn and I have evolved. Though we continue to focus on our individual business strengths we keep a balance and that has allowed us to continue to succeed by continuously supporting one another as partners and maintaining trust and efficiency within the business. Today we are here by faith, determination and a willingness to take a chance on ourselves.
Dawn: Our story could never be complete without giving thanks to our customers. Many of whom have been with us from the very beginning. These customers include family, friends and all of those who we have encountered along the way who have sown into our business. We love to get feedback from them as this inspires us to keep doing what we are doing.
LaShoundra: Watching women feel confident, beautiful and empowered through fashion has been one of the most rewarding parts. Being able to impact people beyond clothing; through encouragement, confidence and connection has made this journey even more meaningful.
Dawn: What began as an opportunity to start a small business has become one of our greatest joys and we look forward to the next 10 years.
LaShoundra: As we reflect on this 10 year journey, we realize our story is about much more than fashion. It is a story of faith, resilience, partnership, sacrifice and growth. What makes our journey especially meaningful is that Dawn’s business, Formally Dawn & LaShoundra’s Business, Young at Style, was actually birthed from InsideOut. From one well established business came the foundation and inspiration to create two separate businesses and visions. That alone is a testimony to what can happen when women support one another, trust the process, and are willing to build together. We are proud not only of the businesses we have built but also of the example we hope we set for other women. What started with a small investment and a dream has now become a legacy of growth, empowerment and inspiration for others.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
LaShoundra: It definitely has not been a smooth road but every challenge has taught us something valuable. One of our first struggles was financial sacrifice. We officially launched on May 29, 2016 and for the first year every dollar we earned went directly back into the business. Dawn and I did not pay ourselves for one full year.
Dawn: I can remember we celebrated at our 1 year anniversary pop up shop because we knew we would finally pay ourselves some coins.
LaShoundra: Like many businesses, one of our biggest obstacles was navigating COVID-19. The uncertainty during that time challenged us mentally, financially and emotionally. The retail industry changed drastically and we had to quickly adapt our business strategies while still trying to serve our customers and protect what we had built.
Dawn: I continued to manage our finances and realized things were really, really bad. We literally were only making enough money to keep the business afloat. Though we both were still working our full-time jobs, neither of us was in a position to carry the business but we made sacrifices.
LaShoundra: Dawn and I were literally pulling from our own personal bank accounts to purchase inventory. Though things looked bleak, we were determined to keep providing new arrivals for our customers. Instead of having 12 new arrivals a week we would have 5or 6.
Dawn: We continued to believe in our vision and that our breakthrough would come soon enough. I always remind LaShoundra of how strong we have been because when we were yet again unable to pay ourselves one dollar, we still showed up for ourselves, our customers and our brand. We sometimes have a hallelujah shout when we think of what we have been through and how we keep on keeping on no matter what.
LaShoundra: Beyond our business, we have both experienced personal struggles that have affected us along the way. Things like divorce, family health concerns and life transitions tested us emotionally while we still tried to manage a business every day. One thing people often don’t see is that entrepreneurs still have real-life responsibilities and hardships happening behind the scenes while trying to show up consistently. Even through the challenges, we have remained committed because we believe in what we have built. Every obstacle has strengthened us, taught us resilience and helped shape the business and women we are today.
Appreciate you sharing that. What else should we know about what you do?
Boutique:
InsideOut Owners; Dawn & LaShoundra
Professional;
Dawn; Healthcare Navigator for Homeless Veterans
LaShoundra: Quality Assurance for the State Alabama
Networking and finding a mentor can have such a positive impact on one’s life and career. Any advice?
Dawn: After purchasing my home, I was presented with another opportunity to benefit from the United Way’s IDA (Individual Development Account) Project to start a small business. One of the requirements for the program was to complete a business plan with Mr. Mel Washington, Director / Lead Counselor of the Small Business Development Center at The University of South Alabama.
LaShoundra: This is where things got real. When we first started our business 10 years ago, we honestly didn’t know all the moving parts that came with owning a boutique. We really had to honker down and learn about building a business. Mel became the greatest mentor to us and he ensured we understood every facet of what goes into creating a business plan.
Dawn: It was kind of funny because we thought it would be a fast process, but we quickly realized that this was not going to be easy. We started the business plan process around November 2014 and did not have it completed and approved until July 23, 2015. Mel was so knowledgeable and I am grateful for the education and support he provided to us. He truly helped guide us through the foundation of starting a small business.
LaShoundra: We were so excited to finish the business plan but there was more work to do. Now we needed to provide the United Way representative with inventory invoices so we could begin utilizing the funds we had saved and the ones they had given us as we literally began to get the business off the ground.
Dawn: Keep in mind that even though we had completed the business plan, we had yet to apply for any sales permits, business licenses, etc.
LaShoundra: This is where Jordana Johnson came in. Jordana was a local boutique owner that I had a good relationship with so I reached out to her to see if she could help us with the inventory purchasing process as we were unable to purchase anything without the sales permit. When I say Jordana stepped up, I mean just that. She helped us understand the process of purchasing inventory, the importance of finding vendors with quality products and the ins and outs of shipping timelines as all vendors do not provide prompt delivery. Having someone experienced and willing to pour knowledge into us made a huge difference. The wealth of information we received from our first two mentors helped shape who we have become and we are forever grateful to them.
Dawn: We also have learned not to be afraid to ask questions, to reach out to people ahead of us or to simply show up in spaces where growth is happening.
LaShoundra: We also believe mentorship is not always formal. Sometimes it’s learning from people you admire online, peers in your industry or even customers who give valuable feedback.
Contact Info:
- Website: https://www.shoppeinsideout.com
- Instagram: @shoppeinsideout
- Facebook: @InsideOut
