Felicia Jarrell: The Disruptor
If someone had told Felicia Jarrell five years ago that she would become a millionaire, she would have agreed with them without hesitation. Betting on herself comes naturally and has set the stage for the meteoric rise of the Owner and CEO of Goldmine & Coco (G & C), an online stationery and lifestyle brand where planners, stickers, accessories, and apparel are sprinkled with Black Girl Magic. "We're still fighting to be represented in certain spaces…G & C brings that [representation] to the forefront. We're not waiting for a holiday to represent you – we are celebrating everyday women every single day," she quips.Recognized as the Seven-Figure Sticker Dealer, that innate hustle has positioned her as a disruptor in the planning community and taken her from humble beginnings – she started the business with $100 - to product placement in Michaels and Target. Her dedication and commitment to empowering black women have helped her navigate the murky waters of the retail industry. Be it advocating for pay equity, learning retail systems, negotiating production agreements, or pushing for Net 90 accounts, knowing the business is vital to success. She acknowledges, "If you're resourceful, you just need a little bit of information to get you to where you need to go."
Her authenticity and Memphis-bred realness is revered by her 25K+client base, the Gem Gang, a group of loyal planner enthusiasts. That fierce loyalty reflects the deep connection, transparency, and stellar customer service that is G & C's hallmark. "I want my customers to feel seen, heard, loved, and represented. I want them to know that I built the company, not by myself, but that we all did it together and that we're the reason that it continues to thrive. We're truly a community that loves and supports one another," she concedes.
The ethos to go the extra mile sets G & C apart. For those that want to take a page from her playbook, she encourages budding entrepreneurs to create their own blueprint for success. "Being willing to fail, betting on yourself, getting comfortable with being uncomfortable, committing to showing up, and really doing the work that it's going to take to be consistent and disciplined" are just some of the gems she imparts on those ready to transition their hobby into a profitable business.
"I want black women to know that you don't have to adjust who you are to be great and be seen. Disruptors change the game, and that changes the narrative for people." With sights set on becoming the Oprah of Lifestyle, you can bet that she will do it her way and that the Gem Gang will be along for the ride.