Story & Lesson Highlights with Taj Noir

We recently had the chance to connect with Taj Noir and have shared our conversation below.

Good morning Taj, we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: What is a normal day like for you right now?
A normal day for me right now is a mix of creativity, strategy, and hands-on execution. I’m currently focused on releasing our new cleaner solution so people can clean on the go — a product I’m especially excited about because it ties directly into our mission of making sustainable living both convenient and stylish. Alongside that, I’m revamping Tahjér for what feels like the 30th time, refining every detail from our new custom product boxes to our overall brand presentation. My days are also filled with preparation for upcoming events like Invest Fest and Taste of Soul Atlanta, which means coordinating visuals, marketing materials, and booth setups to make sure our presence is unforgettable. It’s a busy season, but it’s the kind of momentum I thrive on — blending innovation with presentation while building connections that expand our brand’s reach.

Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Taj Noir—an entrepreneur, creator, and lifelong learner passionate about building ventures that blend luxury, sustainability, and financial empowerment.

I am the founder of Tahjér, an eco-luxury lifestyle brand focused on reducing single-use plastics with reusable travel cutlery, sprayers, and on-the-go essentials. Tahjér isn’t just a product line—it’s a lifestyle movement inspiring people to travel refined, sustainable, and waste-free.

I also operate Noir Elite Rentals, a private car rental business providing a seamless, upscale experience for clients. With a focus on reliability and professionalism, Noir Elite Rentals offers quality vehicles and an easy process for travelers who value both comfort and convenience.

To expand my footprint in the automotive industry, I launched Noir Enterprise Co., my dealership LLC and asset-holding company. Through it, I manage my fleet, leverage dealer license access, and build long-term strategies for growth across the rental and resale markets.

At the center of everything I do is a mission to create businesses that are refined, profitable, and purposeful—while paving the way for others to learn, grow, and build legacies of their own.

Okay, so here’s a deep one: Who saw you clearly before you could see yourself?
The person who saw me clearly before I could see myself was actually… me. As I grow into the woman I’m destined to become, I’ve realized that there were many things I hadn’t healed from and areas I needed to work on to truly be the best version of myself — especially while running a business. Entrepreneurship has a way of holding up a mirror, showing you both your strengths and your blind spots. Over time, I’ve become deeply self-aware, and that awareness is only getting stronger. I no longer brush off or ignore the things that are blocking my growth. Instead, I face them, work through them, and allow them to shape me into someone more grounded, resilient, and intentional. This journey of self-recognition has been just as important as building my brand — because the stronger I am internally, the stronger everything I create will be

What fear has held you back the most in your life?
The fear of failure has held me back the most. For a long time, it was that little voice in my head constantly asking the wrong questions — What if you fail? What if it doesn’t work? What will people think? That voice made me second-guess my decisions and sometimes even stop before I started. But over time, I’ve learned to train that voice to ask a different question: What if you succeed? Shifting my mindset has been powerful. Now, instead of letting fear paralyze me, I use it as fuel. I remind myself that every successful person has faced failure, and those moments don’t define you — your ability to keep going does.

I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. What’s a belief or project you’re committed to, no matter how long it takes?
I’m committed to my growth, and I will forever see myself as an ongoing project. Every season of life brings new lessons, and I believe in continuously evolving — mentally, emotionally, and spiritually. I’m committed to building generational wealth, not just for myself but for those who come after me, creating a foundation they can stand on and expand. Just as importantly, I’m dedicated to protecting and nurturing my mental health, because true success isn’t just about what you achieve — it’s about how you feel while achieving it. No matter how long it takes, I will keep showing up for myself and the vision I’m building.

Okay, so before we go, let’s tackle one more area. What will you regret not doing? 
Living. When it’s all said and done, I don’t want to look back and think, I wish I would have done this more. I don’t want my life to be a checklist of responsibilities or just a series of days passing by. I don’t want to simply exist, moving through life on autopilot until it’s over. I want to truly live — to be present, to experience new things, to take risks, to love deeply, and to create memories that outlive me. I want my life to be full of moments that remind me I was alive, not just breathing. If I don’t commit to living fully, that will be my greatest regret.

Contact Info:

• Website: https://Www.tahjer.com
• Instagram: https://Www.instagram.com/tahjerco

Image Credits
@basiphotos