From Side Hustles to Community Hub: Sheena McCullers on Founding Della's Beauty Supply

The Entrepreneurial Journey

• 💡 Sheena McCullers, founder of Della's Beauty Supply in Ann Arbor, Michigan, shares her path from various side hustles to creating a community-focused business.
• 🚀 Her entrepreneurial journey began with flipping baby clothes on eBay, inspired by a mailman's advice, and evolved through other ventures like vintage clothing resale and designing brass statement jewelry.
• 🧠 A significant pivot occurred after having her child and experiencing the isolation of the pandemic, shifting her focus towards flexibility, meaningful connections, and purposeful work.

Establishing Della's Beauty Supply

• 🎯 Driven by a lack of representation and community for BIPOC beauty lovers in Ann Arbor, Sheena envisioned Della's as a place for belonging, cool products, and good vibes.
• 🔑 The store's location on State Street, near the University of Michigan, was strategically chosen for high foot traffic, despite being on the second floor.
• 💰 Startup costs were initially underestimated, with $25,000 ultimately invested, covering interior design, inventory, furniture, and legal fees, demonstrating a lean approach to launching the physical store.

Building Community and Business

• 💬 Word-of-mouth marketing, amplified by group chats and social media, was crucial for Della's initial growth, especially within the University of Michigan community and beyond.
• 🤝 Della's hosts regular programming, including hair education events with local salons and collaborations, aiming to create a safe and comfortable third space for the community.
• 📈 Despite initial challenges and a slow start, Della's achieved profitability in its first year, a significant milestone for a brick-and-mortar business.

Operations and Future Vision

• 👥 Staffing has grown from Sheena working alone to a team of four University of Michigan students and brand ambassadors, allowing her to step back from daily shifts.
• 🌟 Sheena continues to work a full-time job in HR and talent recruitment, highlighting the importance of finding supportive employment that allows for entrepreneurial pursuits.
• 🚀 The future vision for Della's includes expanding to a larger space in Ann Arbor to meet demand and potentially opening additional locations, solidifying its role as a cultural hub.