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Meet JoAnna Gordon of Redefine Black in Carson

Today we’d like to introduce you to JoAnna Gordon.

So, before we jump into specific questions about the business, why don’t you give us some details about you and your story.
Raised in California, I have been fortunate enough to be exposed to numerous cultures at an early age. This sparked my creativity, a love for travel and exploring traditions that differ from mine. However, also while growing up and being apart of the black community there were times I was told I wasn’t black enough. I would often ponder how could that be? I have black parents and I am black so how could I not be black enough. While in college this sparked an idea to change the narrative on what is considering being Black. The idea turned into a brand called Redefine Black with the tagline Make it your own.

We started off in 2011 as a platform to demonstrate that there is not one way to be black. Currently, we are re-branding and in 2020 will we become a Traveling Talk Show. We are always looking for people to share their opinions and or being apart of the movement. So if you are interested in being apart of the movement please don’t hesitate to contact us.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
No, the road hasn’t been smooth sailing, but is anything worth having ever easy? When starting a business you have to get pass the idea phase and make it come to life. That means many hours of trial and error. Another difficulty you will have to face is being a one man team and even when you are able to get a team on board no one will love or care about your brand as much as you do. Lastly, trying not to be perfect the first time around. It’s better to fail many times and learn than to never even begin. It’s so easy to get caught up in the aesthetics of everything that you forget to actually put your business out there to grow. You’ll always have to make updates as you grow so might as well just start and not wait until everything is perfect.

Redefine Black – what should we know? What do you do best? What sets you apart from the competition?
Redefine Black is a creative platform that demonstrates the vast layers to being Black.

The movement pays homage to our past while writing our own legacies. It brings Positivity and Self Empowerment to all the negativity in the world while rebuilding the Black communities. This is not an attempt to force anyone to think or believe a certain way, rather to challenge what we have been and are being taught. It allows for current and new role models to come forth and shine while inspiring future generations to continue to progress with the belief “I REDEFINE” and not be the status quo.

We recently completed our first series titled “Black Don’t Crack.” It was a 4 part docu-series touching on taboo issues with the black community.

What makes us different from other Brands, is that isn’t for one type of black person this is for us all. Black is not monolithic, it is ever changing and we all deserve to see the beauty in that. This platform is also for the everyday around the way black person that may often overlooked, yet has an important voice that needs to be heard.

What is “success” or “successful” for you?
I define success as the thing that makes my heart sing even when there is no money involved. It’s being able to inspire at least one person and make an impact. Success is knowing you gave something you’re all and being happy no matter the results.

The criteria for success is dedication, commitment, and sacrifice.

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