My Journey as a Homeless Entrepreneur

A story about perseverance.

I’ve battled homelessness several times throughout my life, but the most recent time happened soon after I was readmitted to the University of Virginia. When I first transferred to UVa in 2012, I was working part-time on weekends as a waitress. It was about an hour drive for me to get to work. Despite the long drive, the tips were good-especially on weekends and it was just enough for me to afford my one-bedroom apartment in Charlottesville.

By the time classes came around, I was hopeful that I'd be able to continue working my shifts at the restaurant and keep up with my studies. What no one tells you about transferring from community college to a four-year school? That shit is hard, man! My grades quickly began to drop as financial pressures increased. I faced academic probation and started giving away my shifts at work to make up coursework. Eventually, I got fired from my waitressing job. You can only give away so many shifts before managers start to notice. I was broke, hungry and failing multiple classes. As money became tighter, I found myself behind on rent, not eating, and I was...depressed. Like depressed-depressed. I suppose this could count as one of many rock-bottoms. I've experienced several throughout my life. Unfortunately, it got much worse before it got better.

It was at this time that I started a blog, and generated some revenue from various online gigs. More on that another time. I was still broke, but at least now I had a creative outlet and some relatively consistent cash flow. Rent was still late on occasion, but I had food in my fridge and the flexible hours from my online gig allowed me to finish the school year in better standing.

After my disastrous semester at UVa, I decided to take a break to sort my life out.

Fast forward to Spring 2012. I was working as a barista/bartender and had just started advertising for what would eventually become my small business, Luxie Hair Services. I decided to put school on hold as I grew my business. Cash flow began to pick up and I was excited to see the fruits of my labor paying off. However, as a young entrepreneur in a cash-based business, you know what I didn't have? Financial literacy. I was spending money just as fast as I could make it. Ya girl was still broke-broke.

After a strange turn of events, I found myself in southern Virginia. My plan was to grow my hair braiding business in the North Carolina tristate area. Long story short–that shit didn't work. I had a hard time finding clients and my shitty 2000 Jetta couldn't keep up with the long drive. I used to make the 2.5 hr trip to Charlottesville almost every weekend to take appointments with clients. I was still pretty broke, but all of my hustling was starting to pay off as word started to travel about my mobile hair braiding services. I began to see a steady stream of clients in Charlottesville and decided to move where the demand was. When I moved back to Charlottesville, I didn't really have a place to stay lined up. I put my belongings in a storage unit and slept on friends' couches, made palettes on the floor with blankets, and sometimes slept in my car as I saved up for a place to stay. It was at this time that I decided to reapply to UVa.

When I found out I was readmitted, my excitement was met with uncertainty. I was worried about how I was going to pay for classes. I worried about whether or not I'd be able to work on my business while finishing school. I worried about being an older, unconventional student. I didn't want to make the same mistakes I made the first time. Despite all of the uncertainty, I felt this push to finish what I had started. I just kind of leaped and trusted that things would work out. I had a hard time getting loans to cover tuition, so I made the decision to sleep out of my car and use the money that I had to pay my tuition out-of-pocket. What most people don't realize is that the bill for school just kind of shows up on your account–almost like magic. It's like, "Hey, I see you added classes...Surprise! Here's your bill!" It's then up to you to figure that shit out before it's due. I had no idea how I was going to do it.

I slept out of my car for months as a full-time student while working part-time with my business. I would study and do homework late in the 24 hr library during the week, sometimes sleeping there, and when they closed on the weekends, I’d post up at coffee shops to get the rest of my work done. I worked Friday nights and 8-10 hour days on Saturday and Sunday. I sometimes had to write papers in my car after finishing clients if the libraries and coffee shops were closed.

As much as I tried to hide my situation, people started to notice that something was wrong and one of my clients who happened to work at UVa connected me to Dr. Mason. I’m so grateful to the staff at UVa who stepped in to help. I still get emotional thinking about it. When I reached out to Dr. Mason, I just wanted someone to talk to. I wasn't expecting actual, real-life help! After I told him about my living situation, Dr. Mason quickly reached out to financial aid and housing to get me the assistance I needed. I couldn't believe it. It’s crazy to think that this was only 3 years ago. So much has happened between now and then! I’ve started multiple businesses (Luxie Hair Services and Destinee Marketing, LLC). I've also had the privilege of hosting various local shows, I've spoken at talks, had an art exhibit for my Solidarity Cards Project and shared my story in different classrooms at Uva. Life is funny! 😅

Being vulnerable is hard, but I’m so grateful to the people around me who were supportive and continue to encourage me to continue to share my story. I was nervous when this story aired. I’m a Scorpio, I like to be mysterious 😆, but I hope that this story helps someone in a similar situation. I hope that it shows that you’re never defined by your circumstances.

If you or someone you know is battling homelessness in the Charlottesville area, contact:

The Haven Day Shelter: 434-973-1234
PACEM: 434-9731234
Shelter for Help in Emergency: 434·293·8509 or
Salvation Army Emergency Shelter: (434) 295-4058

Sending love,
Destinee

#CvilleBlackBiz post featured in Charlottesville Tomorrow!

Credit: Ézé Amos/Charlotesville Tomorrow

Credit: Ézé Amos/Charlotesville Tomorrow

I started this the #CvilleBlackBiz post on Small Business Saturday after a Facebook friend made a comment about the lack of support for local Black-owned businesses. I realized that there was no place for folks to reference the dynamic and growing number of Black-owned small businesses in the area, so I created a Facebook post inviting my Facebook friends to tag local Black-owned businesses in the comments. I was shocked to see how many people began to tag, share, like and comment! I realized that we were amassing quite the number of businesses, and decided to create a space online for folks to reference these businesses! I created a blog post that lists over 60 Black-owned local businesses! Recently, Charlottesville tomorrow interviewed me about the directory!

After a conversation with a friend about supporting small black-owned businesses in the area, Wright began to post about the ones she knew of and then researched more. Her post circulated on social media, garnering more than 1,000 views. 

To learn more about the #CvilleBlackBiz directory check out this article from Charlottesville Tomorrow!

It’s exciting to see this post garner more attention! I hope to continue to grow this list and create a space for Black entrepreneurs to grow and be supported. Click here to see the original post.

If you’d like to add an existing #CvilleBlackBiz to the directory, please email me directly at admin@hellodestineewright.com

How I Grew My Business Luxie Hair Services

Each time you make a good decision or do something nice or take care of yourself; each time you show up to work and work hard and do your best at everything you can do, you’re planting seeds for a life that you can only hope will grow beyond your wildest dreams. Take care of the little things—even the little things that you hate—and treat them as promises to your own future. Soon you’ll see that fortune favors the bold who get shit done.
— Sophia Amoruso, #GIRLBOSS

I first started braiding when I was 13 years old. It took many weeks, dozens of late nights and hundreds of failed attempts before I finally learned how to braid! Before I knew it, I was creating designs, adding extensions and styling my own hair. Girls (and guys) in class started asking me who braided my hair and were in disbelief when I told them that it was me! Soon, I was charging $20 for basic cornrows and getting in trouble for creating makeshift salons after school.

It wasn’t until I got fired from several jobs that I decided to start Luxie Hair Services. I remember getting fired from a management position at a local coffee shop, and feeling panic about the sudden change in income. I had to think of something. After some encouragement from friends and family, I decided to post a Craigslist ad to advertise my braiding services. This was in March 2012. That same evening, I began to get phone calls and texts inquiring about my services and had my first client later that week. It took several years before I started taking my work seriously. I considered it a hobby or side hustle. It wasn’t until I was explaining the operation to one of my clients that she stopped me in my tracks and said, “Girl, you have a business! You need to act like it!” I was shook. It took me a while before I started to implement systems and improve my branding and marketing. I was reading books, listening to podcasts and doing a lot of self-education to build my business. Seven years later, 500+ clients and countless bottles of Jam, hair gel and edge control, Luxie Hair Services continues to stand out as one of the top-rated braiding services in Charlottesville, Va!

This was no easy feat. I had to be bold. There was no real blueprint for how to build a business like this at the time. Every time I showed up, every time I invested my hard-earned money back in my business, every time I forced myself out of bed early on Saturday mornings to braid for hours upon hours, I was planting seeds for myself and my future businesses. By building meaningful relationships with my clients, learning from failures, staying curious, and being strategic with my marketing efforts, my return rates grew to around 90%, with my sales nearly tripling. Now, I'm using what I learned with Luxie Hair Services to help small businesses connect with their communities. I’m grateful for all of my clients who have supported me, been patient with me during rough spots, and shared my business with their friends. Check out the video above to learn more about my first official business!

If you would like to book me for hair braiding services, click here to book your appointment on StyleSeat!

Follow my entrepreneurial journey on Instagram

Beginner's Guide to Entrepreneurship

I started my entrepreneurial path in 2011. There was a lot of trial-and-error, mishaps, slip-ups and fatal mistakes that I wish I could have avoided. Granted, I still don't know everything. I'm still learning and growing through my mistakes, but I feel like it's my responsibility to share what I've learned with aspiring entrepreneurs to help them avoid some of the mistakes, mishaps and missteps that I’ve made along the way. So, let’s get started! Below, you’ll find five tips to help you begin your path to entrepreneurship.


If you have a dream, you can spend a lifetime studying, planning, and getting ready for it. What you should be doing is getting started.
— Drew Houston

First, identify your gifts. Before you start your entrepreneurial journey, ask yourself, “What are my gifts?" This could be a skill that comes to you naturally or something that you've had to hone over the years–whatever it is, figure it out. We all have gifts. Sometimes, it's hard to pinpoint our strengths, but if anyone has ever said to you, "I wish I could do that," or "I don't know how you do that." That's your gift!

Identify your tribe. Once you've figured out your gifts, who could benefit from what you have to offer? Who needs you? This is your tribe or your target audience. This information will help you to build your customer profile so that you can begin to understand how to communicate and market to your potential customers. You'll want to be as specific as possible! What are their spending habits? Who do they follow online? What kind of products do they purchase? These are the people that will pay for your service, product, or skill. Identify them, and create a plan to reach them.

Plan it out. Regardless of whether you're already making money with your skill or business idea, you need to make sure that you have a plan. Personally, I didn't write a business plan for any of my previous business ventures. I was winging it the entire time. In the words of my elders, do as I say, not as I do. Creating a business plan will help you stay on track during your entrepreneurial journey and will come in handy if you decide to get funding in the form of business loans or funding from investors.

Protect ya neck. Make sure you're protected legally. Research your state's laws regarding operating a business, then get your paperwork in order. You don't want IRS at your heels, nor do you want to be unprotected in the event that someone decides to sue. Making your business official is pretty easy, and all of the information can be found on the inters of net. Also, please for the love of Black Jesus take some time to understand your cash flow. You don’t want to make the same mistake I did and slip so far into the red that you end up homeless.

Shamelessly promote yourself. Okay, so you're making moves. You've got your business plan, you're a legal entity, and you understand how to talk to your potential customers. Now, it's time to start promoting yourself. Tell your friends and family that you've started your business. Get yourself some business cards and shamelessly promote yourself. If you don't have the budget for a website just yet, create a free business page on Facebook, or a free page on Wordpress. There are tons of tutorials online to guide you through the process of setting up your free page. This will help you to build your brand awareness and harness the power of search engine optimization. Tell everyone in your circle what you're working on. You have to be shameless about this. Everyone and they mama need to know that you done started a business!

Wherever you are in your journey, what’s important is that you keep going. You got this!

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Building your online strategy can be daunting. If you want to increase your brand awareness, save precious time posting to social media, and spend more time doing what you love, try my Instagram for Business package that can help you jumpstart your social media marketing strategy today!

Black-owned Businesses in Charlottesville, Va

I had to make my own living and my own opportunity. But I made it! Don’t sit down and wait for the opportunities to come. Get up and make them.
— Madam C.J. Walker

Did you know that there are currently 2.6 million Black-owned businesses in the U.S.? Since joining different entrepreneurial circles in Charlottesville, I learned that there are LOTS of Black-owned businesses in this area! I initially started this directory to help support Black businesses for Small Business Saturday. My goal for this post is to support local Black business owners–regardless of where they are in their entrepreneurial journey.

Please help spread the word about these local Black-owned businesses!

Shortened URL: http://bit.ly/CVILLEBLKBIZ


*If referencing this list, please give credit to the original post*

Midnight Golden Goddess  https://www.facebook.com/twomack117

Midnight Golden Goddess
https://www.facebook.com/twomack117

Malia Dinko Photography  www.maliadinkophotos.com

Malia Dinko Photography
www.maliadinkophotos.com

Plaited Beauty  styleseat.com/luxiehairservices

Plaited Beauty
styleseat.com/luxiehairservices

Culinary Concepts AB  Facebook.com/CulinaryConceptsAB

Culinary Concepts AB
Facebook.com/CulinaryConceptsAB

Studio 3•6  https://www.studiosalon36.com/

Studio 3•6
https://www.studiosalon36.com/

Dread Head  https://www.facebook.com/pg/Hiphoplocshop/services/

Dread Head
https://www.facebook.com/pg/Hiphoplocshop/services/

Lifeview Marketing & Visuals, LLC  https://www.facebook.com/lifeviewmarketing/

Lifeview Marketing & Visuals, LLC
https://www.facebook.com/lifeviewmarketing/

The Store Truck  https://www.facebook.com/thestoretruck/

The Store Truck
https://www.facebook.com/thestoretruck/

Jones Heating and Air   https://joneshava.com/

Jones Heating and Air
https://joneshava.com/

Angelic’s Kitchen   www.angelicskitchen.com

Angelic’s Kitchen
www.angelicskitchen.com

Saber Light Knights   www.saberlightknights.com

Saber Light Knights
www.saberlightknights.com

Cathy Cire  Beauty Supply store

Cathy Cire
Beauty Supply store

MarieBette Café and Bakery   http://www.mariebette.com/

MarieBette Café and Bakery
http://www.mariebette.com/

Eze Amos Photography   http://ezeamosphotography.com

Eze Amos Photography
http://ezeamosphotography.com

The Brown Sugar Shop   https://thebrownsugarshop.com/

The Brown Sugar Shop
https://thebrownsugarshop.com/

Y.CJones Photography   www.ycjonesphotography.com

Y.CJones Photography
www.ycjonesphotography.com

A Taste of home southern Cuisine   Www.atohsoutherncuisine.com

A Taste of home southern Cuisine
Www.atohsoutherncuisine.com

 
Ob Portus Motivation & Bridging the Gap Reading Events   http://www.obportusmotivation.com/

Ob Portus Motivation & Bridging the Gap Reading Events
http://www.obportusmotivation.com/

 
Carrie Coleman Photography  carriecolemanphotography.com

Carrie Coleman Photography
carriecolemanphotography.com

 
New Hill development corporation   www.newhilldev.org

New Hill development corporation
www.newhilldev.org

 
House to Home Painting and Fencing  johnathanbanks879@yahoo.com

House to Home Painting and Fencing
johnathanbanks879@yahoo.com

 
Briana Monai Photography   https://www.breativesperspective.com

Briana Monai Photography
https://www.breativesperspective.com

 
Out of Sight events   www.outofsightevents.com

Out of Sight events
www.outofsightevents.com

 
Sj's Events and Staffing   https://www.facebook.com/Sjsevents

Sj's Events and Staffing
https://www.facebook.com/Sjsevents

 
Royalty Gourmet Cupcakery Catering and Events   https://www.facebook.com/cupcake.royaltyevents

Royalty Gourmet Cupcakery Catering and Events
https://www.facebook.com/cupcake.royaltyevents

 
MADE Weddings and Events   madeweddingsandevents.com

MADE Weddings and Events
madeweddingsandevents.com

 
Bamboo Apparel company  https://bamboostarline.com/

Bamboo Apparel company
https://bamboostarline.com/

 
Passioo Ticket Sales App  passioo.com

Passioo Ticket Sales App
passioo.com

 
All about car audio  allaboutcaraudio.com/

All about car audio
allaboutcaraudio.com/

 
Calico Preservation Services  calicopreservationservices.com

Calico Preservation Services
calicopreservationservices.com

 
Helping families hope & heal   hfhopeheal.com

Helping families hope & heal
hfhopeheal.com

 
 
Locs Image   www.locsimage.com
 
Marc Boston (author/writer)  marcboston.com/

Marc Boston (author/writer)
marcboston.com/

 
 
North Shea  northshea.com

North Shea
northshea.com

 

Quick tips to build your social media strategy

Social media, by far, is the most cost-effective way to improve your brand awareness and reach potential target customers.
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Hey, boo. I hate to break it to you, but your potential customer’s buying practices have shifted. Customers want to develop relationships with the brands they use and social media provides a means for customers to connect and interact with brands directly. It’s imperative that small businesses employ the power of social media to boost their online presence and drive conversions. Sure, companies can increase sales by referrals alone, but harnessing the power of social media is, by far, the most cost-effective way to improve your brand awareness and reach potential target customers.

Quick tips to build your social media strategy:

1.) Use Instagram to reach a younger audience. 59% of Instagrammers are under 30 in the U.S. If you’re using Instagram to promote your product, make sure your voice attracts your target market. Do you know your demographic? Plan your content in advance to save you time in the long-run and to be sure that your voice and messaging are consistent. Apps like Planoly are great for planning your Instagram feed.

2.) Be visual. Posts with images get seen 94% more. Every post should have an image, graphic or video.

3.) Use the same photo on all of your business profiles to make it easier for your followers to find you. your photo should be clear, have good lighting and be recognizable on other social media platforms. Consistency is key for good branding!

4.) Not sure what to post? Look for the top businesses in your niche and repost their content. Be sure to provide something insightful in your caption and tag the original post. Apps like Repost make it easy to share and tag the original post.

5.) Automate posts when you can. You don't need to invest in fancy social media management software just yet. Use Google Suites to keep your posts organized and plan your content. You can schedule your Twitter (after you’ve set up a Twitter ads account) and Facebook (for business and group pages) content ahead of time.

6.) Provide value. It's not all about the sale. Create content that is entertaining, provides value or informs, and you'll build trust with your followers when you're ready to ask them to purchase from you.

For more tips and business inspo, follow @destineemrktng on Instagram!