COURTESY DEANNA ALLEN

DeAnna Allen is owner of Brown Sugar Scrub Collab in South End.

Brainstorming ideas for business come quite easy for DeAnna Allen.

As owner of the Brown Sugar Scrub Collab in South End, she has found it is important to find creative and convenient products – nearly all of them designed by women of color – that keep customers intrigued.

“In my store I have products from about 25 different vendors, most of them are locally sourced,” she said. “The goal of my business is to bring awareness to small business owners who look like me and give them the opportunity to grow and succeed.”

Although Brown Sugar Collab’s first customers came in October 2020, Allen’s first experience with entrepreneurship did not. This is Allen’s third business venture after a popular pole dancing studio and party boutique garnered  attention and support.

“I've learned what things to give energy to and what not, how to cut back on overhead costs and make it to where the business is more profitable,” she said. “When I had my first two businesses, I wasted so much money on advertising the old-fashioned way in magazines, grocery carts, and SEO rankings; initial businesses waste a lot of money doing that.”

This time, Allen invested in the powerful tool of social media by joining Facebook groups that promote Black business owners. It allowed her to meet other area entrepreneurs who were serious about growing their business.

“One of the struggles black business owners face is that people don’t think we’re legitimate businesses,” said Allen. “In the past I did not want people to focus on the fact that I was black or female. I wanted them to focus on what I was offering.”

Now Allen is focusing on what others have to offer. She often hosts pop up shops so that other small businesses can participate and promote their products.

Recently, Allen received funding from the Center City Small Business Innovation Fund, an initiative designed to spur innovation and adaptation by storefront small businesses as they adapt to the new economic realities caused by the COVID-19 crisis and economic downturn. This program was launched in 2020 with an initial investment of $2 million by Honeywell and in partnership with the Foundation For The Carolinas.

Allen plans to use the money to open a permanent pop-up shop for those looking to test the waters in owning a store front without having to make a major investment. Business owners can rent the space for a maximum of one month or as little as one day or full week. She plans to start taking new clients in January.

“I want people to know that although the products in my store are made by women of color and more specifically black women, the products are for everyone,” Allen said. “I look to support any and all groups of marginalized people.”

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