DeChelle Tisdale, a successful radio sales executive with a keen eye for building wealth was born in Louisville, Kentucky to a loving and supportive family. A personality too big to contain, after college she set her ambition on Atlanta where she rose to the ranks at the number one radio station in Atlanta, V-103. In a matter of 2 years, DeChelle went from morning show intern to an award-winning, accolade building sales star. As a member of Alpha Kappa Alpha Sorority, Inc. she joined a sisterhood that would be there throughout her journey to become a grown woman, mother of 1 and business owner. Ms. Tisdale is no stranger to hard work. Building her sales portfolio, increased her desire to build her own. In 2002, DeChelle went back to Kentucky and became the first woman in the state of Kentucky to open an upscale weave shop. After a successful 4 years in the salon business, her passion for sales increased and a new market was in her view. Radio One in Philadelphia came calling and recruited her, which was an easy decision to transition to a top 10 market. DeChelle closed the shop and entered a new city for a new challenge!
This challenge would make her career path stronger and her rolodex even longer. After conquering Philly for several years, the talented sales executive was tapped to join iHeartMedia in Miami, Florida as a Multimarket Senior Account Executive. The choice was easy for her because growing in Kentucky & living in Philadelphia the snow is plentiful. She traded in her cold days in cold cities for hot Miami with oceanside views and VIP experience that far exceeds that of Kentucky, Philly and Atlanta. It’s here in Miami, that DeChelle would build her brand again.
Being in the entertainment business as a top sales executive put her in meetings with moguls daily, from the likes of Janet Jackson, Jay-Z, Beyoncé this life is fast and everchanging. She needed to be prepared to go from the board room to politicking at the hottest lounge, concert, or yacht. After a night of sales pitching and networking, she stumbled upon her next enterprise, LashBox by D’ar.
“I grew tired of spending money on lashes that couldn’t transport my VIP look from the board room into the VIP room. I found that many women in fact were dealing with bulky, unrealistic lashes that were too overbearing to wear in a professional setting and I honed in on the niche’.”
LashBox by D’ar caters to women on the go; traveling, increasing their net worth, and women who just want to feel beautiful from day into the night while increasing their wealth making deals and not only getting checks but writing them.
“The lashes I offer at LashBox by D’ar, are different in that they are not the $5 plastic lash that you get from the beauty supply store. They are not big, bulky, or unflattering, these lashes are 100% handmade, high-quality minks. I wanted to create a lash that wasn’t heavy and unflattering, I wanted to create a natural-looking lash for the VIP woman for her VIP lifestyle and I’ve done that with LashBox by D’ar.”
Not only does DeChelle rub elbows with the hottest entertainers in the business, but she also gets their business. Using her own sales power, she pulls her own in the board room and the VIP room, signing deals to help businesses increase their brand. Not only does she increase the wealth of Moguls, she decided to become one.
Why did you decide to open a niche salon specializing in eyelashes?
Divas are everywhere. We are business owners, executives, and hard-working women, not just working 9 to 5’s anymore but most often, all hours of the day. We are Diva’s who enjoy shopping, traveling, attending events, brunching with our girlfriends and we are mothers taking care of our families and handling our business without “batting an eye”. Most importantly, we are women who know the importance of self-care inside as well as out. We pride ourselves in feeling good and looking good. No matter what kind of stress we may be under, we refuse to show defeat so we’ll push on tired but looking like we don’t have a scratch on us. My lashes make women from all walks of life who may be tired, feel empowered.
One thing I’ve noticed many “lashlovers” have in common is that after a long day, we would store our lashes on the counter or we don’t feel like putting them in that complicated case. As an avid lash wearer myself, I grew frustrated with losing and damaging my lashes. Because I didn’t have a safe way to preserve my lashes for extended wear, that ultimately cost me more money. That’s when I got the idea to create Lashbox By D’ar.
Lashbox By D’ar is a beauty company created in Miami for Lash Lovers who desire quality cruelty-free natural looking mink lashes. Lashbox By D’ar are “VIP LASHES FOR A VIP GIRL”. The purpose behind the brand was inspired by the “Radio Girl” on the go, who has a social lifestyle and can transition from work to nightlife mink
lashes in a matter of seconds and then relax in my own space and still feel sexy. Our quality custom packaging holds 5 different lash styles that can easily and securely be stored in your purse, luggage, or wherever you want your lashes to go.
Tell us a little about yourself and your business. Why did you select it and how did you get started?
I was born in Louisville, Kentucky, and graduated from Kentucky State University with a double degree in Accounting and Marketing. I am also a proud member of the sorority “Alpha Kappa Alpha Sorority Incorporated.” After graduating from KSU, I moved to Atlanta, seeking a career in accounting. I was working as a bookkeeper managing over 2.3 million dollars monthly before I stumbled into my love for radio. I was offered a non-paid intern position at the #1 radio station in Atlanta, while still working as a bookkeeper. I was faced with the most difficult decision of my life. Do I stay at the job that pays my bills, in the field that I went to school for, or do I pursue my newfound passion in uncharted territory? I had to make a huge decision and quickly! Leaning on faith, I resigned from my position and accepted a non-paid internship with that radio station and dipped into my savings account to pay my bills. After interning diligently for 3 months, I was offered a sales position with full benefits. Since then, I have worked in Atlanta, Kentucky, Philadelphia, and Miami as a Senior Account Executive for some of the top broadcasting companies in the country.
Working in radio requires me to be at events, movie premiers, concerts and conducting meetings with top executives of Fortune 500 companies. As an avid lash lover, I wanted to maintain my professional look by wearing less dramatic lashes to
work but I do love a dramatic sexy look for nightlife and weekends. I grew frustrated with purchasing drug store beauty supply lashes that were poor in quality or losing lashes because the packaging wasn’t convenient enough for me to store the lashes back in after usage. This gave me the idea to create LashBox By D’ar.
What does it take for someone to get started with their own side hustle in your line of work? How does someone start their own business like yours?
Research Research Research! It is imperative that whatever field you choose to pursue, you must put in the time to research your products. For example, prior to launching my business I personally tested, reviewed lashes from a number of vendors while inspecting each lash with top industry experts. It’s imperative to ensure your product is the best product on the market. Let putting your name on a product that you trust and believe in, be the driving force to getting started.
Ask yourself the question, “Why would a consumer want to order my product over another business? You must have a quality product. After finalizing your product, apply for your EIN number, establish your business in your state, and trademark the name. Next, it’s just a matter of following the blueprint…order the product, build your website, postal delivery, establish business bank accounts, and create social media accounts for the brand. The packaging is also very very important. When creating your brand make sure to use distinctive high-quality packaging that represents your brand and resonates with your target audience.
Please tell us about the lashes that you offer.
I offer handmade, high quality, cruelty-free mink lashes in 100% Mink, 6D/3D Faux Mink and 25MM Mink. My 100% high-quality Mink Lashes come in 5 different styles: The Glamorous Mink, The Divine Mink, The D’ar Mink, The Elegant Mink, and The Elite Mink. The LashBox Collection by D’ar also comes in 6D (for dramatic lash lovers) and 3D (for conservative lash lovers) with 5 different style lashes inside each box.
My newest addition to the LashBox by D’ar family is “The Suitcase Collection” which is near and dear to my heart. “The Suitcase Collection” was inspired by my Aunt Toya who passed away from breast cancer and my mother Jackie, who is currently fighting cancer. Inside each Toya and Jackie Suitcase are 2 different pairs of 25MM high quality, handmade mink lashes, and LashBox By D’ar stainless steel tweezers.
What inspired you to create Lashbox By D’ar?
I have always been a go-getter and a risk-taker! I started taking care of myself. I changed my diet and began pampering myself more. I developed a love for wearing lashes. They make me feel empowered, enhancing my look. I feel lashes add a touch of personality to your style. Lashes just complete a look, whether it’s meetings in the boardroom or politicking at events. I was wearing lashes and complaining about them at the same time. “Why don’t the lashes last? Why do I keep losing them? Why is this band of the lashes so thick? Why are the prices of lashes going up, but the quality is the same?” I kept complaining to my friends. This line of questioning led to an epiphany. “Why not create the perfect high-quality lash in quality packaging that all lash lovers would want MYSELF?”.
I loved the idea of starting my own business, but I was afraid. I have to be honest, I didn’t make an immediate decision to start my business. I am a single mom with bills and worried “what if I invested my money and it doesn’t work?”. All of the doubts and fear settled in but just as I relied on my faith in the past, I trusted God’s plan yet again. I am also inspired by my son. I want him to see his mother as a business owner building to create the life we desire. By being an example for him, he will know that he can do anything he puts his heart into. I want him to see my failures. I want him to see me get back up after that failure and do it again even while afraid. I want him to see me work on my business even when I’m tired but mainly; I want him to know, I never gave up because it’s hard. My desire to win, to be successful is greater than my fear of failure.
What did you want to be when you were younger?
When I was 5 years old I wanted to be a city bus driver because I thought it would be cool to drive around the city picking people up and dropping them off. However, my mother told me to pick another profession because bus drivers don’t earn their weight in gold.
What is the best part of your job?
Empowering women to feel confident, strong and sexy by offering a high quality lash that will carry them from day to night no matter what the day brings is the best part of my job. Having my consumers feel confident that my product will work just as hard as they do is what drives me to focus on the quality of my product.
One of the best feelings in the world for me is when conservative women who don’t normally wear lashes try LashBox Lashes by D’ar and they fall in love with the quality and ease of my products and become return consumers. They are officially a lash lover! Another great feeling is the positive feedback from the lash lovers. All those things are signs for me to keep going and that I am moving in the right direction.
What is your favorite Lashbox By D’ar product and why?
My favorite product is The Suitcase Collection because it was inspired by a cause. I created The Toya Suitcase in Pink to represent my support of Breast Cancer research and to honor my aunt Toya who passed away from breast cancer. A portion of the proceeds from “The Toya Suitcase” is donated to a breast cancer foundation in her name. I created The Jackie Suitcase to honor my mother who is currently fighting cancer.
Busy startup entrepreneurs have lots of demands on their time and are often pulled in lots of different directions, do you have any tips for effective time management and what to focus on first?
Being the mother of a 12-year-old son who is currently digital learning during the pandemic while I am also working from home as a Senior Account Executive, can be challenging. Add to that managing the day to day operations of “LashBox By D’ar”, it is certainly not ideal for those who are not organized. You need to be organized and have a healthy balance between work and home life while staying safe during this time. My advice is to balance your time and follow the SPPP formula. Strategize, Plan, Pivot, Period. Following those 4 steps, guarantees that you will see movement in the right direction.
I came up with that acronym while learning to balance my time and adjusting to the new norm. I follow a structured schedule, getting up early every morning, ensuring my son is online for school and then I am laser-focused on my full-time job. After my full-time position is done, I check homework, make dinner, and spend time enjoying my son. At night, I schedule social media posts, package products for shipping, research information, and check emails. Everything is balanced and balance is everything.
How do you stay motivated?
My son is my motivation. He sees how hard I work and he understands why I am working so hard. I have a strong faith in Jesus Christ and I lean on that. During my morning ritual, I encourage myself with prayer, I listen to gospel and r&b music to kick off my day, and of course, when dressing for work even from home, I put on my lashes from “Lashbox by D’ar”! I set my intentions and then move forward to conquer the goals I’ve created for the day. I give thanks for how far I have come and am thankful for the strength to continue this journey. I know He didn’t bring me this far to leave me. Morning rituals of positivity will set the tone for your day.
Lastly, I can change so many lives by building my brand. I am creating jobs, creating wealth and I am helping to find a cure by donating proceeds from the sales of Lashbox by D’ar to breast cancer research. I am inspiring women to create their own business through hard work and dedication (while wearing their Lashbox by D’ar lashes) to build the lifestyle they want to live. That keeps me motivated, that and being the first multi-millionaire in my family!
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
Join the discussion!