Today we’d like to introduce you to Diamond Sands.
So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
I’m a creative, entrepreneur & brand designer. Creativity has literally been in my blood since I was born. At six years old, I wrote on my paper in class that I wanted to be an artist when I grew up. Whether I was drawing, painting, creating graphics, building websites, making clothes, building furniture, reconfiguring the interior of a space, doing hair, etc. the process of creating or re-creating is something that has fueled my life and makes my soul scream happiness. Even when it comes to creating solutions to people’s problems, which is where entrepreneurship kicked in, I live for creating and executing. I realized I loved business when I was only 12 years old. We had a business project to do in my 6th-grade math class where we had to come up with a product, business plan, projections, and everything. I loved every bit of the rush my spirit got from engaging in that process. Yes, I was that kid always selling something. I was even braiding hair for $20 back then at 12 years old.
Fast forward to high school art is my favorite class and I now have steady hair clientele. By the time I got to college, I’d only had one job, I worked at the CDC for two summers 2010-2011. Once I found out how to sell hair in 2011, it was over with. As a 19-year-old sophomore Studio Art major at Spelman College, I was making a 5-figure income from my hair company & had steady hair clientele. Instagram launched around that time and I immediately started using it for the business. I dabbled in network marketing in which I had some success, but the main thing it did was open my mind to the endless possibilities and completely shifted my paradigm. By the time I graduated in 2014, I had made over $50k in my hair company that year and I didn’t even know until I got the 1099k in the mail from the irs. Over the years of designing my own flyers, logos, and websites, creative directing my own shoots, learning and growing with Facebook and Instagram as it evolved I became an expert through experience. I started offering services to design for others and help others start their own businesses. All of this sounds like a lot. It was.
By 2015, my hair company was grossing 6 figures and I had opened a shop at Atlantic station. Everything was greatly accept that I was losing myself in the process. I spent so much time doing for others and servicing others through the business I wasn’t taking care of myself & I was suffering because of it. And I felt God was pushing me to stop by halting all of my appointments for the month. At the beginning of 2016, I closed the hair company and stopped doing hair. I gave up that 6 figure income in exchange for me. For a year, I spent time with myself, learning how to take care of me and put me first in which I gladly figured out, I was making enough to get by and that was fine by me. The fact that my energy was better and I felt alive and loved by me, I was good. That’s all I needed. But I realized that it took a hell of a long time for me to get to that point and I didn’t have any guidance, most of us don’t. At that moment, it clicked… I had found my purpose. The ultimate creativity, the ultimate solution to a problem for me was creating a platform and safe space for women of color to be vulnerable, learn to love themselves and have support wherever they are on that journey.
My brand Unapologetiq was born from that on my birthday 2017. I’m passionate about us and our freedom to grow in the ways that honor our spirits; and we will get there through love, self -love. I launched a web series under Unapologetiq called A Safe Space which is a round table talk for an honest, open and real conversation about things that are important to us. Now that I’m officially back in the game of business, I relaunched my hair company, it’s not a passion but it’s something I’ve spent eight years building and would like to sell and have a percentage of to build wealth for my kids so they can focus on their purpose in spreading love and light in whatever way they were meant to, I have Unapologetiq, & aside brand design I’m launching an app called 50 Women and their dream businesses. It has vendors, ebooks, e-guides, and video courses that help women brand and build their own businesses. A business DIY app for women. It started as a Facebook group, I started from selling my vendors and turned into this. I’ve helped over 50 women and I want to be able to reach more. That’s my story in a nutshell.
We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
It wasn’t smooth. At first, it was. I was going with my instinct and I was able to consistently create and ride my momentum. But I struggled with not having the best energy around me all the time. I’m a homebody, so as an older teen and adult, I spend most of the time with my significant other or parents. I’ve had a couple of bad apples and I would advise any young woman to make sure the people around her bring good energy. Make sure they affirm her & are growing in a similar direction she’s growing in. The people you allow in your intimate space will make or break you. Also, if you need help ask. Closed mouths do not get fed and the whole “self-made” shit is for the ego. It’s better to get help in things you aren’t versed in than to run yourself into the ground trying to do everything. Do not do that.
Please tell us more about your work, what you are currently focused on and most proud of.
I am a creative, brand designer and entrepreneur. Most people know me as a businesswoman, brand designer or serial entrepreneur. I have four businesses in total. As a brand designer, I help people create brands that align with their highest selves & purpose. I mentioned earlier but I have my hair company, LUXVIHAIR that many people know me from as the owner and hair stylist. I still do a little hair from time to time. I have Unapologetiq which is the lifestyle brand for women of color to support us through our journeys to living in our truths and loving ourselves and the 50 Women Program which is the DIY business app for women. As Diamond Sands, I’m most proud of me finding my purpose. I’ve made six figures; one day, I’ll probably make 7 figures but no amount of accolades could measure the peace and happiness I get from knowing my purpose in this world to help others get to their highest selves through my different endeavors. What separates me from others is simply that I’m me. My story is different from the next women and the last women. There’s only one me and that is the secret sauce. I realized that personal growth is essential to business growth so most of my businesses are aimed at growth; either in personal life, business life or both.
Were there people and/or experiences you had in your childhood that you feel laid the foundation for your success?
Absolutely. I had a lot of freedom as a child; so never really felt confined to anything. Granted, I wasn’t necessarily affirmed either. I was mostly in my own world and became an overachieving perfectionist which I’m glad I got over because it hindered me a lot at times. My parents, who are both now retired, are two very hardworking people who did their best to raise me and I’m grateful for all they have done and instilled in me. But the freedom I had is something that still sticks with me and is an intricate part of who I am as an individual. My freedom to move, be different and do as I please lead me down the road of creativity and entrepreneurship right where I am. I also interned with this woman named Tegi Johnson when I was 15 years old. She was a business owner I learned a lot from her. She was selling and installing lace wigs way back then, she further fueled me in what I do as well.
Contact Info:
- Website: linktr.ee/thediamondsands
- Email: thediamondsands@gmail.com
- Instagram: instagram.com/thediamondsands
Image Credit:
Shrodrick Spikes, Shani Myers, Diamond Sands
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