460: This Side Hustler Created a Curated Beauty Supply Store and Community In Ann Arbor
Side Hustle Pro
Nicaila Matthews Okome | Side Hustle Pro Media
4.8 • 1.8K Ratings
🗓️ 30 April 2025
⏱️ 63 minutes
🧾️ Download transcript
Summary
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 460 of Side Hustle Pro podcast out now on Apple Podcasts, Spotify, and YouTube
Links Mentioned:
- Auntie Della’s Website: https://auntiedellas.com/
- Auntie Della’s Instagram: https://www.instagram.com/auntiedellas/
- Auntie Della’s TikTok: https://www.tiktok.com/@auntiedellas
- Virtual Assistant: https://theindemandva.com/
Listen on:
Apple Podcasts: https://podcasts.apple.com/us/podcast/side-hustle-pro/id1126021323
Spotify: https://open.spotify.com/show/13qDj08lBR4ymzGhXIKy8t?si=8daf52a57e054042
YouTube: https://www.youtube.com/sidehustlepro
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Transcript
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| 0:00.0 | It's time to get ready for whatever your day may bring. |
| 0:03.0 | So why not take a moment for you to nourish your skin? |
| 0:06.0 | Take time to de-stress and lava up with dove advanced care anti-stress body wash. |
| 0:10.0 | Our micro-moister droplets help leave your skin moisturised straight from your shower. |
| 0:15.0 | So whether you're trying to refresh your skin after a day spent in the sunshine, |
| 0:19.0 | or looking to feel your best the next time you hit |
| 0:21.8 | the town with friends. Show yourself you care with Dove Advanced Care Body Wash. Dove, let's change beauty. |
| 0:32.5 | You're one headshot vial away from a kid. Just try it out. It doesn't work. |
| 0:38.5 | Do something else, right? |
| 0:40.6 | Like, you're going to learn something along the way and it's going to be valuable in another environment. |
| 0:44.8 | You're listening to Side Hustle Pro, |
| 0:47.3 | the podcast that teaches you to build and grow your side hustle |
| 0:50.8 | from passion project to profitable business. |
| 0:53.5 | And I'm your host, Nikikaela Matthews Okome. |
| 0:56.7 | So let's get started. Hey, hey friends. Welcome, welcome back to the show. It's Nikaela here, |
| 1:03.7 | back with another awesome episode. And today in the guest chair, I have Sheena McCullors. Sheena is the founder |
| 1:09.6 | of Della's in Ann Arbor, Michigan. Now, |
| 1:12.7 | Sheena grew up in Toledo, Ohio, watching the women in her family do their hair in kitchens, |
| 1:18.2 | beauty salons, basements, and sometimes the church bathroom. She watched in awe as family members |
| 1:24.0 | of all beautiful brown shade shapeshift shifted with every hairstyle, weaves, finger |
| 1:29.4 | waves, texturizers, blowouts, pressing curls, box braids, vibrant hair colors, and more. With a gang |
| 1:36.4 | of sisters, countless aunties and cousins, there were plenty of styles to go around. And Sheena saw |
... |
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