Authored by Latasha Cattouse – the owner of L Marie Nail Lacquer
In 2014, I sat my family down and said, “I want to start a nail care business. I’m going to start a nail care business.” I immediately had their love and support. However, though I appreciated their affirmation, I knew that wouldn’t be enough. Did I have the audacity to do what it takes? Could I balance working, being a mom, attending grad school, and start/run a business full-time? I’ve always felt that continuing my education would be crucial in equipping me with the knowledge I needed to run a business. Growing up with entrepreneurial parents, I knew that It was a matter of time before I too leaped. The next few years would determine if I was a dreamer or if my passion and grit would mount up like an eagle and soar beyond my wildest dreams. I decided to go for it.
In 2015, I had the opportunity to go back to school and earn a graduate degree in Business Administration. My degree prepared me for what I was about to endure. As a higher education professional, I am an advocate for higher education and what it can offer. Equally as important is what you can learn outside of the classroom. Throughout this time I immersed myself in researching the nail care industry and focused on fostering relationships with industry experts, chemists, and many others. I argue that believing in yourself and your business venture is the key. If you don’t believe – no one else will. I also firmly believe that relationship building is crucial to launching your own business. For example; the first industry expert I came across had been in the nail care industry for 10+ years. Soon after I introduced myself and shared what was unique about my business, I realized that she had seen and heard it all! So while I asked her “What is the process for getting my products on store shelves?” the answer I received was “Do you have a million dollars?” Because that’s what it’s going to take! I smiled and responded by thanking her for her time. Though hearing this type of feedback might leave some discouraged and second-guessing their commitment, it lit a fire within me, leaving me more motivated than ever to pursue my dream. While I did not see or contact that industry expert again, my relationships that proved to be vital were those with my professors who became my mentors. Their constant encouragement made me realize that there is no right or wrong time to start pursuing your dreams or the conventional wisdom that you must have a million dollars to succeed in launching a business.
Heeding their advice and following my heart, I took a leap of faith.
I began to slowly experiment with my product and market until I found the formula for my business model. . I now had something tangible that I could test and share with others. At that moment, I felt like I dared to do what it takes. So I started. Soon after while going through the Trademark (name/logo) process, I created social media pages and began to upload images of the various nail lacquer shades I created. The market response was immediate and positive – it sparked people’s interest. I remember thinking that I have to seize every opportunity as they may never come again. As an entrepreneur, I believe this is the frame of mind and temperament one must have to succeed.
I came to see that higher education provides a level of flexibility in terms of schedules, business advice, and support. My faculty not only taught in the classroom but also ran their businesses outside of the University. So, they think on an entrepreneurial level, which made it easy for me to discuss my business venture.
In the summer of 2018, I had a soft launch for L’Marie Nail Lacquer® at one of the largest street festivals in Chicago (The Silver-Room Block Party) located in Hyde Park. It was there I would truly get to see if I created a product that people wanted. I’m happy to say that I was a few bottles shy of selling out. My excitement about the possibilities was steadily building, and I would soon form a relationship with a beauty-box company that caters to women of color by the name of COCOTIQUE This would be my biggest order request to date (a few thousand units) which they needed before the holiday season. Frantic and excited at the same time, I worked day and night to fulfill the order and shipped ahead of schedule. My hard work and dedication were finally paying off.
While on cloud 9, I asked myself “What’s next”? It’s important to celebrate every victory big or small. I knew my vision remains clear: getting my product into the hands of every beauty enthusiast around the world. The life of an entrepreneur is challenging at times yet very rewarding. While going through the process, I’ve learned to be my own cheerleader. Though I value having the support of my family, friends, and colleagues, I’ve come to understand that the success of my venture rests solely upon me. If you hope to embark on a similar journey as mine, I invite you to consider the importance of relationship-building, mentorships, partnerships, and investments. Remember that people will support those who they can connect with, believe in, and trust.
Entrepreneurship requires a bold vision and even bolder decisions. With what you know now, do you have the audacity to do what it takes?
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