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Life and Work with LaToya Williams and Lanita Priester

Today we’d like to introduce you to LaToya Williams and Lanita Priester.

Thanks for sharing your story with us LaToya and Lanita. So, let’s start at the beginning and we can move on from there.
Coming together, as a team, couldn’t have felt more natural. Since meeting one another, we’ve upheld a very consistent standard for our bond: honesty. We’ve known each other, for years, and we’ve witnessed one another navigate some of our most ugly-beautiful chapters. Through it all, we were both committed to being compassionate and non-judgmental. And, with that kind of safety, we were both able to confidently be true to our most authentic selves; no matter what that looked or felt like, at any particular time. Because this is a concept that we had given one another the space to genuinely demonstrate, we were really motivated to create something that would inspire that same energy and freedom, in others. As a result, B’Tru2Self was born.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Birthing B’Tru2Self has been a multilayered process. We say ‘birthing’ because our brand is truly our baby; we cradle it, we take care of it, and we make decisions with its best interest, at heart. On one hand, exploring our creativity has been so much fun. Experimenting with different designs, fabrics, and colors can keep us so busy that we forget to eat. On the other hand, starting from scratch meant that we had to learn some things the hard way. Navigating different suppliers can feel really frustrating, especially when you’re in the trial stage, and haven’t reached the point of generating sales. As business owners, of course, we aim to limit financial loss. However, we have learned that the possibility of losing money is just one of the many risks that you must be willing to take. There is no way around it if you’re committed to putting out the very best product you can. Putting out the best product means that when you feel you’ve created something ‘good’, you have to begin the hunt to create something ‘great’. When a customer says they really ‘LIKE’ what they see, you now have to figure out how to make them ‘LOVE’ it. So, our advice for any woman who is in pursuit of entrepreneurship would be this: pursue something you’re genuinely in love with. This way, any loss you may encounter will feel like it’s getting you closer to your ultimate destination, vs. tempting you to doubt the original foundation of your vision. In other words, B’Tru2Self, for real.

Please tell us about B’ Tru2self.
What sets B’Tru2Self apart from other brands, in our humble opinion, is that we have simply produced what we practice. We design apparel that we believe people will gravitate towards because it will resonate with their reality. Our t-shirts, hoodies, joggers, and hats are a reflection of a mindset, not just a fashion sense. If you’re someone who believes in being true to yourself, it’s easy to fall in love with our brand. We’re really proud of the way we’ve been able to connect with our customers, just by exhibiting our own commitment to truth. We truly feel like that energy is felt, and we won’t ever compromise, in that regard; nor would we expect anyone else to.

What advice would you give to someone at the start of her career?
As women, we believe in our right to exist in any shape, color, career, class, or identity. It is our belief that the truest success is felt, within, by those who are brave enough to stand firm in who they are, regardless of reception or perception. Internal success is what will attract external accolades, this is what we believe. The more authentic we are, the more plentiful our opportunities will be. Our advice to anyone starting a business, at the risk of being repetitive, is to B’Tru2Self. We can’t say it enough because, again, we produce what we practice. B’Tru2Self is a lifestyle brand. We live it and we encourage it! Be true to who you are, at your core level, and we believe that’s what will cultivate your most fruitful pursuits.


  • T-shirts start at $25
  • Joggers start at $35
  • Hoodies start at $50

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