Meet Niya Johnson of Two Shady

Today we’d like to introduce you to Niya Johnson.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
My story of how Two Shady came about is no walk in the park, and it still isn’t easy. I’ve always wanted to be an entrepreneur and build my own brand from ground up. But I learned quickly that in order to be a Great leader you must be willing to follow,  learn, and wait.

The moment I knew that I needed to start building my brand regardless of the amount of disposable income I had, was the VERY first time I got comfortable with my 9-5 and got laid off.  I was working as a Visual Manager at one of the top young adult stores in the country living my best life, and putting my dreams on the back burner. We got word in the mall that we were closing but not a word from our headquarters.

Then boom on a rainy Monday morning in May of 2016 at 9 am we got a package from FEDEX with the devastating news that we had to be out of our store location in two weeks. No heads up, a measly $200 dollar “we are sorry” check, and no time to look for a new job.

After the first month of no hits, no interviews, bills piling up, student loan calls never stopping, I got into a slight depression and didn’t know what to do next. I decided hey in your downtime (which was four months with no job ) try starting a Fashion Blog and doing something you love, which was getting dressed and taking pictures, so I created Urban Edge Apparel (which is still mine til this day).

I had a photo-shoot and everything, I had so much drive and support at that time I was on a roll. Then boom finally a call for an interview came in, they accepted my pay request and gave me full-time hours. Shortly after I got comfortable and stopped working on my brand. After two great years working with great pay, the worse happened yet AGAIN!! Another short notice lay off and another three months without a job, so I started to brainstorm again.

At the time I was praying heavily to find a 9-5 job so I would have time to work on my dreams. I made promises to God and myself that I would not let my dreams and purpose go unfulfilled because a little money was thrown my way again. In my second lay off season at 26 years old, on March 21, 2018, Two Shady was founded. I worked endlessly building my own website from ground up, buying inventory, and shipping out purchases off of a $300 unemployment check. Was it hard? Heck yes!! Still trying to figure out how I managed to pay a bill and run a business with little money.

Trying to build a brand with little to no money, and trying to decide what/who to pay caused so much stress, but when it comes to my dreams sacrifices had to made. Fast forward to now, I was offered a salaried job with the School System working 8am-4pm ( prayers answered), and I just celebrated my One year Anniversary with Two Shady. We are still building and growing, but I OWE it to myself to never give up again and keep pushing to the top!

Huge Lesson I’ve learned with starting a new business: Never put a hold on your dreams because you believe your market is too saturated. Think of it like this. When you go to Kroger or Publix, how many brands of wheat bread can you see in the bread aisle? Sara Lee, Kroger Brand, Wonder Bread, Nature’s Own.

Always remember, Every brand attracts different customers, somebody is waiting for you to start up and support you. Never underestimate your following and who is willing to see the next person shine and be GREAT!

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?
This definitely hasn’t been a smooth road. But I’m enjoying the bumps and bruises I’m getting from this journey. As my parents would say “Nothing great comes Easy, if it’s Easy are you working Hard enough?

Some of my biggest struggles with Two Shady is keeping the inventory up to date and keeping product in stock.

I’m very very picky about what I put out for my consumers to purchase, if the quality is not right or I feel like the style is not up to date, I won’t purchase or place it on my site. But another struggle I’m learning to overcome as a business owner is to buy for consumers and not myself. Some may think that should be easy to do but it’s not.

When you are constantly researching fashion trends, fads, and constantly changing your personal style, you have to understand that what you like, your consumers may not necessarily like. You have to purchase for every consumers style and keep self out of mind.

“Enjoy the Journey and the Bruises that come with it”

So, as you know, we’re impressed with Two Shady – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
I’m most proud of making it through that 1st year Storm. That first year in business is critical and can make or break you quick. You have to have that self drive to overcome the trials you will go through. Like waiting on your first sale, determining if your product is good enough, is the package going to make it on time?, will they shop again?. So many questions that you may never have an accurate answer to could pull you away from your business fast, if you are not strong enough to wait and let it manifest.

As of now, Two Shady is a trendy and affordable sunglass boutique, I also custom make distressed denim and shorts. I am looking to add jewelry and handbags and many more elements to the site come Summer/Fall.

I’m so proud of the response and the unwavering support we get on a day to day basis. Without the “Shady Babes” support we wouldn’t be open. I think what sets Two Shady apart from the rest is our customer service. Not saying companies that sell the same product as us do not have great customer service, but we go above and beyond!!! Working in retail 10+ years and management 7+ years, I’ve learned that customer service is KEY and could make or break your business. So I will always give 110% when it comes to my personal business.

I inspect every single pair of glasses and denim purchased before send off, if the product has a defect, you will receive an email or Direct message from me correcting the issue along with providing another option to ensure the customer is satisfied. I also pack every purchase and hand write personalized notes to Thank each customer by name. I feel like little notes go a long way and lets the customer know that I’m very appreciative of the support.

So, what’s next? Any big plans?
My plans for the future of Two Shady are to add more elements, not only products but styling, conferences, pop-up shops, etc. I want Two Shady to become an umbrella company and offer many elements of the Fashion industry to consumers.

First accessories, then clothing, shoes, etc. Whatever I’m blessed to be able to accomplish with this brand would be a complete blessing.

Biggest Goal of my brand is to become BIGGER AND BETTER but remain personable and open to new ideas and support from all over.

Contact Info:

• Website: www.twoshady.com
• Email: info@twoshady.com
• Instagram: www.instagram.com/twoshadyacc
• Other: www.instagram.com/niyamarie_

Image Credit:
Photographer: Taurus Jerelds

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