410: This Side Hustler Created a Curated Beauty Supply Store and Community In Ann Arbor

This week I’m excited to chat with someone I go way back with, Sheena McCullers. Sheena is the founder of Della’s Beauty Supply.

Della’s was launched to bring a much-needed sense of belonging for BIPOC beauty lovers in Ann Arbor, MI. After moving from Brooklyn, Sheena saw a need for a place for people who look like her and took a chance on opening a storefront.

In this episode she shares: How intentionally creating a community through word of mouth was the foundation to building her customer base The startup costs and how she’s been able to be profitable in the first year The importance of working a full-time job where she was supported enough to be transparent about needing space to focus on expanding Della’s Highlights Include: 00:00 Intro 08:16 Exploring different side hustles 14:16 Navigating a new city 18:43 Filling the need for a beauty supply 23:18 Startup planning and costs 27:55 Creating a community 30:01 Curating events and collaborations 35:02 Running a storefront as a side hustle 41:20 Expanding and creating a cultural hub 46:43 Setting the tone for the future of the store 56:19 Tips for entrepreneurs Check out episode 410 of Side Hustle Pro podcast out now on Apple Podcasts , Spotify , and YouTube Links mentioned in this episode Auntie Della’s Website: Auntie Della’s Instagram: Auntie Della’s TikTok: Virtual Assistant: Click here to subscribe via RSS feed (non-iTunes feed): Announcements Join our Facebook Community If you’re looking for a community of supportive side hustlers who are all working to take our businesses to the next level, join us here: Hosted on Acast. See for more information.