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

Side Hustle Pro

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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