Interested in starting your own entrepreneurial journey in a clothing line but unsure what to expect? Then read up on our interview with Niekiha Duncan, founder of Eunoia Lifestyle Co., located in Atlanta, GA, USA.

What's your business, and who are your customers?

Eunoia Lifestyle Co. is a Women's lifestyle retail brand that supports the self-discovery, self-confidence, and self-care of multilayered women. Our lifestyle brand sells unique apparel, accessories, stationery, home decor, and novelty gifts, all made and sourced from minority-owned small businesses. Eunoia Lifestyle Co. operates an e-commerce platform, a community mentorship program, and a brick-and-mortar showroom in Atlanta, GA.

Amplifying the self-confidence and self-expression of multilayered Womxn is the mission of Eunoia Lifestyle Co. We do that by cultivating small-batch products that support a wide range of Women's interests. All of the products we sell are either made/designed in-house or created by other minority-owned small businesses and artisans. Using both a wholesale and commission-based retail model, our store is able to frequently update our inventory with products that align with our brand mission.

Eunoia means "beautiful thinking" in Greek. This idea is intertwined through all of the layers of our brand. With an eclectic style and quirky aesthetic, Eunoia is best known for its wide selection of highly-curated inventory. From wellness-themed stationery, accessories, comfy and essential apparel, and creative novelty items, we keep customers engaged through a highly curated selection of goods that represent the modern Womxn.

Tell us about yourself

Eunoia Lifestyle Co. has seen exponential growth since launching our brand in late 2019. Initially, Eunoia Lifestyle Co. started as an extension from my lifestyle Blog, Daily, by Nikki D. What began as a small line of wellness-themed stationery, the Eunoia Lifestyle Co. brand grew into a full lifestyle brand and concept store.

After the birth of my son and at the beginning of the pandemic, I was feeling lost about my purpose in life. As a woman, I struggled with Postpartum Depression. I decided to start a blog as an outlet to share my journey as I transitioned into motherhood. The blog posts I shared were personal and transparent. As the blog grew in popularity, I began to mold a brand that encompassed everything I was already putting out into the world. The brand, now known as Eunoia Lifestyle Co., was developed from a place of vulnerability, transparency, and hope.

The goal of the brand was to encourage peace of mind, self-care, and positivity for women and non-binary individuals. The very first products launched were stationery items made for others to share their thoughts, much like I had with my blog, Daily by Nikki D. From there, I expanded our line of products to include self-care products and accessories. I continued to keep my audience in mind, who were women like myself that related to the transitional phase I was experiencing in life. As the product line evolved, we began to promote and sell products from other minority-owned businesses.

This aligned with our audience and our company's core values, so we continued to see growth on our e-commerce platform. Today, we have also expanded into loungewear apparel which is now our highest selling product line. In 2021, we successfully opened a retail showroom in Atlanta and continued to sell on our e-commerce platform as well.

What's your biggest accomplishment as a business owner?

Against all odds, Eunoia Lifestyle Co was launched during the height of the COVID-19 pandemic. Less than a year later, we were able to open our Atlanta storefront. On top of this major accomplishment, for the first seven months of operation, I was the sole provider for the company. I had no other staff and did everything in-house from creative directing, sourcing, and buying products to photography, videography, graphic design, and web development. Today, the business now sells over 350 products, something that seemed far-fetched at the beginning of our journey. We are proud to have launched a unique lifestyle store that is purpose-driven and female-centric. We provide a platform for other minority businesses while also offering quality products to our audience.

It’s a win-win for our team to be able to do that and be a resource in our community. Above all, we are proud that our brand has continued mission-driven. While e-commerce can be a crowded space, Eunoia Lifestyle Co. has stayed committed to amplifying the self-discovery, self-care, and self-confidence for Womxn with unique products that support a good lifestyle.

What's one of the hardest things that come with being a business owner?

As a new business owner, finding a solid network of peers is incredibly challenging. Without a support network, I have made numerous costly mistakes that otherwise could have been mitigated had I known where to find answers. Owning a retail store is challenging, and having a network of peers to troubleshoot issues would really help. Additionally, trying to pivot our retail model during COVID-19 was challenging. As a new store, navigating the changing landscape of brick-and-mortar shopping has required a level of ingenuity and creativity in marketing, sales, and in-person experiences.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Be extremely clear on your WHY. Your why needs to be something larger than yourself and your own personal gain. How will your business impact your customers? How can you set yourself apart from other businesses? What makes YOU, YOU? Being clear on these questions really has allowed me to ensure that my business is mission and customer-driven.
  2. Use social media for the many benefits it is good for, but not as a guide. It is so easy to get caught up in the hype of everyone's highlight reel on social media. Whether you intend to or not, even the most focused business owners can become sidetracked and misled. Realize that your customers your followers want to understand YOU. A pretty social media page is great, but it will not sell products or gain a community. Take time to make sure you are being authentic on social media and figure out how you can tie that authenticity back into your brand presence online.
  3. SCHEDULE YOU in your schedule. As a new business owner, there is rarely "balance" when building your brand. You will quickly burn out if you do not schedule into your weekly schedule.

Where can people find you and your business?

Website: https://eunoialifestyleco.com/
Instagram: https://www.instagram.com/eunoialifestyleco/
Twitter: https://twitter.com/dailybynikki_d

If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out subkit.com and learn how you can turn "one day" into day one.