Erika Lucas is the Owner and Co-Founder of StitchCrew, an Oklahoma tech accelerator that helps startups grow and scale their business in the Midwest. Erika and her husband started StitchCrew as a consulting agency but saw the need for change in the way the traditional policy was tackling the most pressing challenges facing their state. Entrepreneurs with great ideas were leaving the state to find funding and better, more collaborative environments.
Erika and her family had the chance to leave the state for better opportunities as well. However, they decided to stay in order to create better opportunities for founders. But, what really motivates Erika is opening doors for female and minority founders. She knows the struggle first hand. As a first generation immigrant from Mexico, she has battled stereotypes throughout her career, both in Gov’t and in the Private sector.
StitchCrew
StitchCrew connects traditionally overlooked founders with capital, resources and social networks. StitchCrew also works with communities as they cultivate innovation ecosystems in their region. In partnership with the Oklahoma City Thunder, StitchCrew runs an accelerator program to help founders launch and scale startups.
What inspired you and your husband to start StitchCrew?
It wasn’t really inspiration but frustration that led us to launch StitchCrew. We kept seeing founders leave the Midwest in search of capital and more collaborative environments. It became painful to think we were losing some of our best thinkers, problem solvers and change makers to other markets.
“A firm aiming to democratize access to resources and social capital to increase entrepreneurial participation in underrepresented communities.’’
Who are the underrepresented communities?
Groups of individuals that are often underestimated due not to a lack of potential and ability but because they don’t have access to resources, adequate support systems and social capital – Women, African Americans, Latinx, LGBT, veterans, immigrants, founders in rural communities.
Any great story of a client?
Yes! Sean Akadiri is the Founder of AgBoost an agtech company helping ranchers breed superior animals through genetics and health data analytics. Sean’s struggle story was a major contributor in pushing Chris and I to launch StitchCrew. Originally from Nigeria, Sean migrated to the U.S. to attend college. When we met Sean he shared with us how often local investors and others in the community told him he would never be able to penetrate the Ag market because of the color of his skin, foreign accent and the fact that he doesn’t wear wranglers and boots. AgBoost is doing incredible things for the industry with ranchers from all over the world posting online about the efficiency his platform is bringing to their operation. AgBoost is now post-revenue and doing business internationally with customers in Mexico, Argentina, U.K., and Uruguay.
Who or what influences you?
Women who know what they want and don’t require validation from anyone.
‘’As a first generation immigrant from Mexico, you have battled stereotypes throughout your career, both in Gov’t and in the Private sector. ‘’ How?
Of course. I was often the only woman in what I like to call bright rooms (rooms full of white men) and the recipient of a lot of back-handed compliments. From “you don’t look or sound Mexican” to awkward questions regarding my citizenship during job interviews – in fact, I now introduce myself as “Hi my name is Erika Lucas, born and raised in Mexico, migrated here when I was little but don’t worry I’m now here legally” – so we can skip small talk and go straight to business.
How are you motivated to open doors for female and minority founders?
The biggest barrier to entry for entrepreneurs is lack of capital and social networks. We want to eliminate those barriers by democratizing access and making it cheaper to start a venture. We also want to contribute to closing the funding gap. Despite the increase in awareness on the economic and social benefits of having diverse founders in investment portfolios, there is still an absence of representation in decision-making roles within the investing community. This leads to financing practices and a bias that is costing America more than 1 million minority-owned businesses. In addition to investors, I want policy makers, business and civic leaders to know we are foregoing 9 million potential jobs and $300 billion in collective national income as a result of this trend.
What sacrifices have you had to make during life as an entrepreneur?
I left a six-figure job and what some may call a stable position. So we definitely had to adjust our expenses and cut back on just about everything. Although I did feel deprived in the beginning, this transition made me realize how much money we were wasting on stuff that we didn’t’ really need. We’ve also turned down tempting job opportunities in an effort to build opportunity here.
Have you always been entrepreneurial?
It depends on what you mean by entrepreneurial. In the typical sense, of starting businesses, no. I was born into a family of entrepreneurs. I saw the stress and struggle of having to eat what you kill. My single mom was an entrepreneur, she owned a baby clothing store and flower shop. When I was around 10 years old, she decided to migrate to the U.S. with my sister and I. We left everything behind and had to start from scratch. I desperately craved stability and a sense of security, so I was determined to climb the corporate ladder instead and have a paycheck every month. However, I’ve always been one to create new things. I get bored if I’m not. Every job I’ve ever had, I reinvented my role and created at least one new division or program. I don’t get scared easily and I’m comfortable navigating in unknown environments and adapting to new places – probably due to my experience immigrating to America. I’m constantly looking for ways to improve circumstances and disrupt the status quo.
What 5 steps would you advise and give our ladies who starting their own business?
1. Overcome self-doubt. This is a must. You can easily let your talent and ideas go to waste if you lack confidence. So fake it until you become it. Otherwise someone else less capable will bypass you simply because they believed in themselves more.
2. Visualize your optimal self and start showing up as her. Remind yourself of this every day, in the morning, during your drive and in the board room.
3. Be very clear about what type of business you want to build and why. I see a lot of entrepreneurs build businesses based on a model they never understood, just because everyone else was doing it that way.
4. Surround yourself with winners, mimic their patterns and create winning habits.
5. Avoid shiny distractions. Focus is the new IQ and as an entrepreneur it’s easy to get persuaded by vanity metrics and things that really don’t help us achieve our goals. Attending mega conferences or researching how to pitch media when you don’t even have a product to show are great examples. Just focus on building a product or service the media, customers, and competitors can’t ignore.
What’s next?
We are only one percent done. We are looking into non-traditional funding vehicles and mechanisms that will enable us to provide more options and choice to founders looking for early stage capital. We are also looking at partnerships and intersections between entrepreneurship, policy and education, all critical pillars of building a thriving innovation ecosystem in the Midwest.
![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)
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