Amplifying the Voices of Black Women-Owned Businesses: Volume 4
Featuring: Shatoyia Turner | Katina Little | Sam White | Joy Nelson-Thomas | Shannon Allen | Alexis Michelle
Hey Sugar Mamas!
Our fourth and final week of our Black Voices series is here!
This week, we’re featuring six entrepreneurs in our community who are sharing their journeys, advice, and the lessons they’ve learned along the way.
A special shoutout to all our Sugar Mamas members who participated in this series. We’re honored to share your stories with this community and beyond!
Check out this week’s features below. 👇
Shatoyia Turner: Owner of CaptureBooth NC
Q: What is one specific challenge I’ve had to overcome as a Black woman-owned business?
A: Instead of focusing on obstacles, I choose to focus on the power of community and innovation. As a Black woman business owner, I’ve found that success isn’t about overcoming—it’s about creating. I’ve built businesses that not only serve customers but also bring people together through experiences. Whether it’s capturing memories with CaptureBoothNC or serving up creative, feel-good drinks with CoolBeans SIPS, I thrive by staying true to my vision and surrounding myself with a supportive network.
Q: What is one piece of advice you’d like to share?
A: Find your tribe and nurture it. Business is never a solo journey, and the right support system will elevate you in ways you can’t imagine. Surround yourself with women who understand your vision, celebrate your wins, and push you forward when things get tough. Community isn’t just nice to have—it’s the foundation of lasting success.
Q: Tell us a little more about your business.
A: I’m the owner of CaptureBoothNC, a modern photo booth experience that turns events into unforgettable moments, and CoolBeans SIPS, a mobile beverage trailer serving up fun, unique takes on coffee, dirty sodas, teas, and RedBull Infusions. Both brands are built on creativity, connection, and a cool, laid-back vibe that makes every experience feel special. Whether snapping memories or serving up a signature sip, my goal is to create moments that people don’t just enjoy—but remember.
Katina Little: Owner of Purposeful Pediatrics
Q: What is one specific challenge I’ve had to overcome as a Black woman-owned business?
A: A significant challenge I’ve had to overcome as a Black woman business owner is fully embracing that I am qualified, equipped, and divinely created to lead a practice unlike any other (that I’m aware of) in the Winston-Salem area. That every disappointment, dismissive remark or unsupported criticism was all to show me that this is truly my “PURPOSE”! Being the first comes with its weight—it can feel isolating and uncertain at times. But I’ve come to understand that the path I’m forging isn’t just for me. It’s about generational legacy, representation and possibility—showing my kids & my community what’s possible all while creating a pathway for others to follow. That alone makes every challenge worth it.
Q: What is one piece of advice you’d like to share?
A: Starting a business will expose your insecurities, highlight your shortcomings, and test your faith-but don’t run from that revelation. Instead, use it as an opportunity to strengthen those cracks in your foundation. You’ll need unshakable faith, deep self-awareness, and the right mental tools to withstand the inevitable storms. When you do the work to fortify yourself, your seed will be planted in good soil, allowing you to grow and produce the purpose you were created to fulfill!
Q: Tell us a little more about your business.
A: Purposeful Pediatrics is a unique, mobile practice that is bringing quality and convenience to your front door! Led by a board-certified Pediatric Nurse Practitioner with over 20 years of experience including Emergency Medicine, Urgent Care, and Primary Care. We provide front-door pediatric care with rapid testing included at a set fee, ensuring transparency and convenience. Our membership options offer even greater access to personalized, unrushed visits, where quality of care—not productivity—guides every interaction. Purposeful Pediatrics is redefining healthcare with compassion, convenience, and expertise in the Winston Salem and surrounding areas!
Sam White: Owner of Guidance Grove Research
Q: What is one specific challenge I’ve had to overcome as a Black woman-owned business?
A: One of the biggest challenges has been breaking into industries where decision-makers don’t always see the value of research—until it’s too late. As a Black woman, I’ve also had to navigate the added layer of being underestimated, whether in funding conversations or positioning myself as an expert in a space often dominated by larger, well-established firms. But I’ve learned that data is power—when I can show businesses how research reduces risk and drives profitability, it shifts the conversation from “Can you do this?” to “How soon can we get started?”
Q: What is one piece of advice you’d like to share?
A: Own your expertise, and don’t wait for permission to take up space. The business world isn’t always built with us in mind, but that doesn’t mean we don’t belong. The best thing you can do is focus on building relationships, demonstrating your value, and charging what you’re worth. People will doubt you—let the results speak louder than the skepticism.
Q: Tell us a little more about your business.
A: At Guidance Grove Research, I help small and mid-sized businesses in the food & beverage CPG industry use market research to make smarter, data-driven decisions. My approach combines Fortune 500 research methodologies with the flexibility that growing businesses need. Unlike traditional firms that hand over reports with no real direction, I go beyond the data—helping businesses turn insights into action so they can refine their strategy, minimize risk, and unlock sustainable growth. Because great decisions start with great research.
Joy Nelson-Thomas: Founder of New Journey Management LLC
Q: What is one specific challenge I’ve had to overcome as a Black woman-owned business?
A: As a Black woman, I frequently found myself having to assert my authority and demonstrate my expertise, with people questioning my qualifications because of my race and gender. It was exhausting to feel like I had to work twice as hard to be taken seriously, but it also fueled me to show up with more confidence and assertiveness. I pushed back against stereotypes, unapologetically owned my space, and empowered others to do the same.
Q: What is one piece of advice you’d like to share?
A: Own your greatness and don’t let anyone make you feel like you have to downplay your brilliance to fit in. The world may not always recognize the strength, vision, and resilience that you bring to the table, but that doesn’t mean you’re not meant to lead. Stay grounded in your purpose, build your network of support with people who truly see and value you, and don’t be afraid to carve out your own path. Remember: you belong in every space you occupy.
Q: Tell us a little more about your business.
A: New Journey Management LLC (NJM) delivers a tailored, complete solution for small business and nonprofit clients. We combine coaching, consulting services and project management for an unmatched end-to-end service that helps leaders transform their work. In partnership with our clients, we identify and nurture their vision, translate vision to action, and channel action to deliver change, overcome challenges and achieve success. What sets New Journey Management apart is our partnership approach: we not only help clients envision their success, we work alongside them to attain it.
Shannon Allen: Owner of Joyful Soup Treasure Inc
Q: What is one specific challenge I’ve had to overcome as a Black woman-owned business?
A: One specific challenge I have had to overcome in business is the cost of running a business with self-training.
Q: What is one piece of advice you’d like to share?
A: One piece of advice I would share with another Black woman or woman-owned business owner is to activate your purpose, get you an accountability partner, and apply pressure with remaining consistent.
Q: Tell us a little more about your business.
A: Joyful Soul Treasures Inc is a 501(c)(3) nonprofit organization dedicated to enriching lives and fostering personal growth through various community-oriented programs and services. This organization operates on the principles of compassion, empowerment, awareness, and inclusivity, aiming to create a positive impact on individuals and communities.
Alexia Michelle: Owner of Reset and Heal PLLC
Q: What is one specific challenge I’ve had to overcome as a Black woman-owned business?
A: One specific challenge that I have faced is securing resources and funding to provide equitable mental health services throughout the black and brown community.
Q: What is one piece of advice you’d like to share?
A: Take time to acknowledge how far you have come. Don’t ever give up!!
Q: Tell us a little more about your business.
A: Reset and Heal, PLLC is a mental health consulting company that provides mental health consultation and support to organizations and businesses. Reset and Heal, PLLC also provides individual clinical therapy to clients experiencing depression, anxiety, and grief.
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