Today we’d like to introduce you to Tona Michelle.
Hi Tona, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers.
My journey in the fashion and beauty realm spans over a decade, beginning with my early days as a Mary Kay Independent Beauty Consultant in 2000.
That role was my gateway into this fascinating industry. Within months, I had scaled the Mary Kay ladder, securing top sales and recruiting accolades, symbolized by the iconic Red Jacket. However, my interests in the artistry of makeup led me to Bennett Career Institute in 2007, where I had the honor of learning from industry titans like Sam Fine, Valente Frazier, Derrick Rutledge and others.
By 2008, my artistry found its way to the big screen with the independent film “Misunderstandings,” where my work was so well-received that I was soon titled the Key Make-up Artist, receiving an IMBD credit for my work. This opened doors to other independent films, music videos, and even a debut magazine cover of my makeup artistry with “I am Modern.”
As someone inherently entrepreneurial, in 2009 with my skills in fashion, beauty, sales, and customer service, birthed the inception of DC Consignment Boutique, followed by Tona Michelle Cosmetics in 2010. My forte evolved into not just creating beauty, but guiding others to find their signature style.
My love for creative direction, branding, and marketing, honed from running my businesses, culminated in 2022 with the start of October Moon Branding Agency. Recognizing the underrepresentation of minority women-led businesses in major branding firms, I felt an innate responsibility to bridge this gap. Today, I’m proud to be a beacon for these trailblazing entrepreneurs in fashion, beauty, and lifestyle industries.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
Before graduating high school, I was accepted into an HBCU – Bennett College. Unfortunately, just before I was due to leave for school, I was informed that I did not have the financial resources to attend and would need to have my parent(s) apply for a loan. For a black teen growing up in the inner city of Washington, DC, I was devastated. This was going to be my way out and to be able to live the life of my dreams. However, fast-forward to many years later, although I wasn’t able to attend Bennett College, destiny led me to Bennett Career Institute where I became a licensed makeup artist. No journey worth its weight is ever entirely smooth, and mine was no exception.
Early on, as a Mary Kay Independent Beauty Consultant, I faced the typical hurdles of building a clientele and setting myself apart. It was a rigorous grind, meeting targets, and trying to stay ahead in the game.
Pursuing professional training as a makeup artist was an investment of both time and finances. There were moments of doubt and frustration, especially when you’re a perfectionist like myself. However, these struggles shaped my resilience and refined my craft.
Branching out as an entrepreneur, launching DC Consignment Boutique and later Tona Michelle Cosmetics, meant long hours, financial risks, and wearing multiple hats. The challenges were multidimensional – from trying to navigate the landscape of business as a solo-preneur, to adapting to the digital age and the competitive landscape of online retail. Due to these learning curves I ended up in thousands of dollars in debt and having to file bankruptcy.
Perhaps one of the most poignant challenges was recognizing the disparity and lack of representation for minority women-led businesses. When I launched my cosmetics brand I’d researched marketing and branding firms and felt so invisible. I didn’t see anyone who looked like me. It was very intimidating. Navigating industries where voices like mine were underrepresented fueled my drive to create the October Moon Branding Agency.
Through all these challenges, the lessons have been invaluable. They’ve taught me perseverance, adaptability, and the importance of remaining true to one’s vision and values.
We’ve been impressed with October Moon Branding Agency, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
October Moon Branding Agency is more than just a branding agency; it’s a haven for women-owned and led businesses in the realms of fashion, beauty, and lifestyle. At our core, we are dedicated to bolstering brand identities, enabling them to shine brightly and distinctly amidst crowded markets.
What do we do? We wear many hats – from crafting cohesive brand narratives and compelling graphic designs to curating engaging social media content that resonates. Our expertise uniquely marries our passion for the fashion, beauty, and lifestyle sectors with a profound understanding of what makes a brand ‘tick’ in these industries.
What sets us apart? Firstly, our women-led team. This isn’t just a demographic detail; it’s our strength. Our collective experiences and perspectives offer a fresh, nuanced approach to branding that many other agencies can’t provide. We pride ourselves on being attuned to the intricacies of the industries we serve, and this deep-rooted understanding sets the stage for branding magic.
Every brand has a story and a unique DNA. Recognizing this, we steer clear of one-size-fits-all solutions. Our commitment to customization ensures that every strategy we conceive is born from meticulous market analysis, brand assessment, and a keen understanding of the target audience.
What are we most proud of? It’s our results-driven ethos. While creativity is our tool, tangible growth, amplified brand recognition, and enhanced customer engagement are the benchmarks of our success. We rejoice in seeing our clients flourish, and watching the seeds of our collaborative efforts bloom.
In conclusion, the October Moon Branding Agency isn’t just about branding; it’s about relationships, growth, and shared victories. Whether you’re at the cusp of launching a new product, reinventing your brand or amplifying your brand’s voice, our seasoned team is equipped to be your guiding light.
What do you like and dislike about the city?
Although, not from Baltimore, what I love most about Baltimore is its rich history and cultural tapestry. Every corner of the city tells a story, from the cobblestone streets of Fells Point to the iconic Inner Harbor. Baltimore has a unique blend of old-world charm and modern vibrancy, with its historic landmarks juxtaposed against contemporary art spaces.
It’s a city of neighborhoods, each with its distinct flavor and character, be it the artsy vibe of Station North or the serene beauty of Federal Hill. The people here are resilient, proud, and deeply connected to their roots. This sense of community is palpable, making Baltimore feel like a tight-knit town rather than a sprawling city.
On the flip side, like many urban centers, Baltimore faces challenges. The city has struggled with issues related to crime and socioeconomic disparities. Some areas still grapple with underfunded schools and limited opportunities, and it pains me to see such potential not fully realized. I hope that with collective effort, Baltimore can overcome these challenges and continue to grow and thrive.
Contact Info:
- Website: https://www.octobermoonbranding.com/
- Instagram: https://www.instagram.com/octobermoonbranding
- Facebook: https://m.facebook.com/octobermoonbranding
- Youtube: https://youtube.com/@octobermoonbrandingtv?si=kok6UsOLH7mZ_Bjd
Image Credits
Jonathan Martin
