Welcome to the New Glam in Gotham

Female Founders Feature

The United States has over 32 million businesses, but of those 32 million, only 1.1 million of those are women owned, and 1 million minority owned. (Yes, the last two do overlap). Of that 1M minority owned businesses, Black or African American owned businesses only make up 124,004 in the U.S. I had to do a lot of digging to find this disparity. Most census articles regarding women-owned or minority-owned businesses only provide the number, or shaded statistics that make it seem as though. There are a large quantity of women and minority owned businesses, but in regards to the overall amount of businesses in the United States, Black-owned and women-owned businesses remain a small percentage. It is rather shocking that only .38% of businesses in the United States (not 3.8%, .38%) are Black-owned and also telling that I cannot find a statistic showing how many Black, women-owned businesses exist.

For these reasons, I have always been conscious of trying to purchase from and support women-owned small businesses. It is vital that we not only buy from small and women owned businesses, but also provide a platform and a voice to these businesses wherever we can in order to give them the exposure and support. As a small, woman and minority owned business myself, I want to be able to use my platform to help advance others. With that, I’m pleased to launch the Glam in Gotham Female Founders Feature. We’ll be showcasing women-owned businesses and minority owned businesses whenever possible. I hope that you will join me in learning more about and from these incredible women!

Velvet Lattimore of Vedazzling Accessories

I had the pleasure of meeting Velvet Lattimore of Vedazzling Accessories in NYC while attending a Fashion Week panel discussing sustainable fashion. As someone who naturally gravitates to anyone rocking a fabulous set of accessories, I was immediately drawn to Velvet and within moments of making her acquaintance, I immediately wanted to learn more about her fabulous aesthetic and business. Any business run by such a stylish and vivacious person, was absolutely one I wanted to frequent.

With a background in fashion apparel production management, Velvet launched her boutique Vedazzling Accessories in 2007 as a pop-up vendor and an Ebay store reselling designer handbags and designer jewelry. Having built an impressive resume of work with sleepwear brands like Target, Walmart, and Eileen Fisher, in addition to sourcing fabric for many independent brands, opening up her own space was the clear next step. Not taking no for an answer and a powerhouse attitude allowed Velvet to get her business off the ground. She started small and expanded deliberately. Not only does she curate accessories collections from small designers, she also designs her own line, Vedazzling Collection handbags.

In 2011 she moved her online business into a brick and mortar boutique in Dumbo taking Vedazzling from an Ebay store and into a live, physical space. As a lifelong New Yorker, bringing her business to the city was opening up a business and also adding an indelible piece to the community. The store not only served as an art driven accessories boutique, but also became a space for other BIPOC creatives to showcase and to thrive as a collective space. She later opened a second location in the Lower East Side in Manhattan. In March of 2019, Velvet transitioned her boutiques back to an eCommerce platform and expanded her social media reach. Prior to the COVID outbreak in March 2020, Velvet has also been curating pop-ups for different venues to display her accessories and other designers the chance to shine.

In addition to fostering an accessories empire, Velvet is a cofounder of the Black Accessory Designers Alliance. Are you in awe yet?? Me too. Without further ado, it is my great honor to introduce Velvet Lattimore and Vedazzling Accessories.

Tell us about yourself! What’s your business called? Where are you located?

Hi, my name is Velvet Lattimore and I am the owner of Vedazzling Accessories located in NYC.

I have been in business for 12 years, and I love what I do! I am also a native New Yorker who has always loved accessories; it's always been my thing!

In a few sentences, tell us what you do.

I curate amazing handmade designs by artists of color, providing a boutique platform for local designers to showcase their handcrafted accessories pieces.

Talk to us about how you got started, and what your journey was like to get where you are today.

I started Vedazzling Accessories in 2007 as a pop-up vendor and an aEbay store reselling designer handbags and designer jewelry. In 2011, I decided to take the plunge and open a physical brick and mortar boutique in Dumbo converting my Ebay store to a real life experience. After listening to many of my friends that are both creatives as well as artists of color discuss the lack of opportunity, I decided to change the concept of my boutique: opening up a space for my friends to showcase their lines hosting artist pop ups at my shop and having their items get sold. Allowing another avenue to create opportunities for my friends that were struggling fast forward I ended up not just hosting my friends but becoming an artisanal community space for so many different creatives.

What made you want to open up a fashion boutique?

I have always loved accessories and when I started out, I chose to buy irregular accessories from designer brands buyers at showrooms. I would resell these creative pieces on Ebay and after my popularity grew on Ebay, I decided to open a physical brick and mortar store.

What is your favorite part of running your business?

It is an absolute honor to be able to host opportunities for fellow creatives. I love that I am able to showcase products by artists that would not otherwise get the shine they deserve. Hearing customer feedback about the love they have for the products they purchased brings me so much joy.I am also a people person, so I love the interaction with new people from all over.

Being a female founder can be hard enough most days, and businesses across the country have been affected by COVID-19. Can you talk to us a little bit about the last 6 months and how you’ve dealt with this change?

The beginning of this pandemic was rough. The uncertainty of what's happening and grasping reality was beyond. It felt like a sci-fi film. I too suffered from the loss of loved ones to COVID-19 and it was so hard to actually concentrate on the business. By May I decided to pull myself together and push through. I focused on the pivot that I started pre pandemic since I had already transitioned my business from brick and mortar to e-commerce. I was already building an online presence and I used my social media platform to post positive content and bring light to others struggling like I was in the beginning of the pandemic. I also started collaborating with other artists to do fun light hearted cross promotions that gave hope to others especially our essential workers.

“Black-owned businesses need support PERIOD, not just for a movement that is a hot topic.”

This year we’ve seen a rallying cry to support Black-owned and founded businesses, especially in fashion. Can you speak a little bit about how you feel the Black Lives Matter movement has impacted your business? Have you seen any momentum from the movement in your sales, and do you see this momentum continuing into next year?

The surge in the Black Lives Matter/Buy Black movement allowed my sales to double during the pandemic from people who probably would not even have thought to pay my small business any attention. Although the fanfare has been helpful and I am extremely grateful, I pray this is not a fad and will continue. Black-owned businesses need support PERIOD, not just for a movement that is a hot topic for the moment. Most Black-owned businesses including myself lack access to capital and have to self fund their own businesses. The lack of investment funds absolutely puts a strain on the business by not allowing companies to hire employees or grow. Since Black-owned businesses are the most likely to hire from the local community that can even stop a community from growing. A community that flourishes attracts community investors who can in turn provide banking services, loans and that builds economic strength to a community. It’s all relative and when the cycle breaks down, everyone is impacted.

Can you elaborate on creating a space for Black artists to showcase and creating community space? How were you able to achieve this. What did you do to get the word out as a new business?

My store would host monthly pop-ups for Black artists where I did not take any percentage of the sale to directly help the designers financially. I would also rent out my shop for artists to have many cultural events non sales related. When I collaborate with designers that we both agree to do cross promoting with social media, print or media advertising and email blasts to our lists. The best way to get the word out with any collaborations is by pooling your networks.

“You can now support with intention.”

Are there any tips you’d like to share with the readers to help them support other Black-owned and female-founded businesses? Any brands you’d like to share?

With the help of social-media it is easier to find Black-owned businesses through hashtags and different social media collective groups. Companies are now listing themselves as woman-owned, Black-owned, LGBTQ+ owned etc., so you can now support with intention. A lot of large companies such as Google, Target, and Amazon are collaborating with us along with listing sections for Black women-owned businesses which is helpful for finding a Black business to support.

I co-own an organization called the Black Accessory Designers Alliance which is an amazing organization representing a community of black designers that is dedicated to highlighting the work of emerging black accessory designers. We can put you in touch with other black accessory designers to shop from.

This sounds amazing. Can you give our readers some more information about supporting or how a Black accessory designer could join?

To join the Black Accessory Designers Alliance you can contact us at thebadaorg@gmail.com or follow us on instagram: @badaunite.

To donate to our organization you can donate at our website: www.badaunite.org

Donations help support our biannual New York Fashion Week Pop-Up and many different workshops and events that the group continuously work at.

“Not taking no for an answer, I went the grass-roots approach….to fund my dream and it worked!”

Do you think that there are any roadblocks you’ve experienced as a female founder? What are some ways you’ve been able to overcome those, or even used your business as a female founder to your advantage?

When I started my business years ago looking for capital, most men are the ones who are lenders and I felt like I was never being taken seriously especially as a young woman. When I did apply for grants/loans geared for women in business, I would somehow never meet the qualifications. Not taking no for an answer, I went the grass-roots approach, and I did crowd-funding to help my business grow. I started by writing sincere letters to friends and family asking for support to fund my dream and it worked!

“Stay focused and don’t take things personally."

What’s the best piece of advice you’ve received and how has it impacted the way you lived your life and run your business?

Once you decide to be all in as an entrepreneur stay focused and don’t take things personally. I truly believe that once I stopped sweating the small stuff, I no longer was bothered about what others thought. I live my life by those rules.

What’s one insight you’d give to another woman just getting started or wanting to break into your industry?

In my industry which is retail, it is so hard because it is such an up and down business. Sales can be great one week and then the next week crickets. Patience is very hard but it is key in the retail game if you want to survive. I think that mantra can be also applied to any business and in life!

The Haute Seat

We’re putting our guests in the hot (haute) seat to answer our most burning Glam in Gotham questions.

What is one brand or piece that makes up most of your closet? Vintage clothes!
What is your favorite New York City “landmark?” The Brooklyn Bridge
Iced coffee or hot? What is your go-to coffee order? Salted Caramel latte! Either cold or hot, I love it!
Starbucks or artisanal coffee shop? Artisanal coffee shop.
Heels or flats? What’s your favorite pair of shoes? Heels! I love a good wedge heel.
Bags or shoes? Bags!
Favorite accessory in your closet? My SK Wilbur tote.
Make a statement or keep it simple? Always make a statement!

What are you working on right now? Is there anything you’d like to take this opportunity to promote?

I am currently running a FALL special at Vedazzling Accessories where if you shop with me on my website:

You will receive 30% off using code: AUTUMN20 on your entire purchase. This runs until November 30th, 2020.

What can we expect to see from you in the next few months? Any goals for 2021?

Vedazzling Accessories will be planning some fun virtual pop up experiences and I have now joined the Youtube world where I will be sharing accessory tips with everyone. My goal is to grow and dominate the digital world!

I hope that you join me in following this fabulous female founder! Please check out her website and see if anything speaks to you! Other ways to support women-owned and minority-owned businesses are by following them on social media. Like, comment, and sharing their posts can actually hugely help to expand their audience. Social media platforms take those actions into their algorithms which determine if they show the account to random people. I hope you’ll follow along as we feature other Female Founders in the future!

Xoxo, Mary

Photography Provided by: Velvet Lattimore

Female Founders Feature: Vedazzling Accessories