Meet Latoya Underwood of Shutupandstrut in West Suburbs

Today we’d like to introduce you to Latoya Underwood.

Latoya, can you briefly walk us through your story – how you started and how you got to where you are today.
I am a 17-year ENTREPRENEUR, who always desired creativity and freedom. I began my journey after high school. I was never the school type so I knew going to college would only waste my parent’s money. In 2001, I attended Harry S.Truman college for Cosmetology. I love trades, show me what I need to learn and I’ll master it! Being a cosmetologist is great!! I enjoyed the freedom, people, income and creativity. However, I knew I wanted more… I knew I had to fill a need. In the salon, I would watch clients leave the salon in a rush to prepare for a night out. Hmm, I thought if I sold the clients a pair of earrings or top… that would solve the problem. They would leave the salon super cute and ready for a night out on the town. The idea took off and the fashion business grew steadily. I began going around to salons literally selling fashion out my trunk, lol. I’ve always had the spirit of hustle, perseverance, and grit.

Less than a year later, I found myself at a red light on Madison and Harlem. I looked to my right and I saw a for rent sign. I knew this LOCATION was perfect for a boutique. The street had high traffic and I knew I could create a good price point for my items in this area. Needless to say, I called the number and met the landlord. Talk about faith!! I didn’t have any experience of running a business and the deposit and merchandise took every dime I had plus my $2,000 income tax check!! But God made a way!! This business lasted eight years and I was able to hire at least 15 employees. December of 2017, I decided to close the business. I knew it was time For new beginnings! I’m still a licensed cosmetologist but I KNEW GOD REQUIRED MORE OF ME. I prayed and asked God what’s next. He replied, tell your story. I was confused because I had no idea what He meant.

My life is nowhere near perfect and I couldn’t recall any traumatic situations I’ve encountered. So, I asked again. Me? Do I even HAVE a story that will appeal to people? He said, tell your story about ENTREPRENEURSHIP! And let me tell you… it has truly been a Journey a real rollercoaster but worth it! As of March 2018, I’ve done exactly that! I’ve created four ebooks, three workshops, consulting and panels in Chicago and NEW JERSEY discussing entrepreneurship. It has been and is truly a joy to see others learn from my experiences. I’ve learned so much in my 17 years + and I’m set and qualified to make sure other ENTREPRENEURS avoid the mistakes I’ve made and win big in business!

We’re always bombarded by how great it is to pursue your passion, etc. – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
No, lol! My lack of knowledge caused me to run out of funds and ruin my credit. Education and EXECUTION are key in business.

We’d love to hear more about your work.
I help ENTREPRENEURS diversify their time, products and services. I show small business owners how to CREATE a greater impact on social media which will lead to more profits in their business.

What were you like growing up?
Transparent, class clown, friendly, hated rules, love to travel.

Contact Info:

• Website: PAYHIP.COM/SHUTUPANDSTRUT
• Instagram: Instagram.com/shutupandstrut
• Other: Payhip.com/Shutupandstrut

Image Credit:
Shanel Romain

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