Atia Sherrod is an experienced serial entrepreneur who has dived in the fashion industry. She is the founder/owner of a unisex streetwear clothing brand called Zuri Nova. Driven by simplicity being the ultimate sophistication, she takes pride in making sure she provides quality pieces at an affordable price. As a fashion enthusiast her goals include making sure her customer service is up to par and making sure she answers her customers promptly, along with creating stylish pieces for everyday wear. As well as she wants to build her brand to be one that people will continue buying from and are able to rave about continuously. The message that Zuri Nova promotes is to never be afraid to start a beautiful new journey even when you’re afraid. Atia has built her brand from the ground up and continues to grow. She’s invested not only her money, but as well as her time into constantly improving her brand and figuring out what the people want when it comes to comfort.
Why is your business a business to watch in 2021?
Zuri Nova is an apparel brand that focuses of providing affordable luxury apparel and accessories for the fashion enthusiast on the go.
What inspired your to start your business?
I’ve always loved fashion, my mother is the girly, girl where I’m a fan of comfort and sneakers. So growing up watching her dress definitely inspired me to combine her style with mine which is the perfect combo for those on the go.
How did 2020 change your business? Was it for the better?
2020 made me boss up and believe in my brand more. With everything going on I found myself slumping and wanting to give up. I had to sit myself down, pray & get back to it because I know God wouldn’t have given me the idea if he didn’t want me to execute the plan. So I just constantly remind myself I’m doing his plan and I can’t disappoint him nor myself. Once you remember your why, everything else just flows.
What lessons did you learn in your business in 2020?
Stay on your A-game! As a woman, working with primarily men manufactures, if you don’t know the ends and outs of your business some people will try to run all over you.
What kind of impact do you want your business to leave on your client or customer?
I want people to say they felt stylish, comfortable and confident wearing Zuri Nova.
Do you feel your product or service meets the needs of the market?
I do because living in the city, we’re always on go mode and don’t always want to dress up. We want to “throw on” something stylish and quick to put together for that let’s say 6pm meeting etc.
What hurdles did you personally face in getting ready to open your business and how did you overcome them?
I would definitely say I had to learn how to get out my own way. It’s still a battle but with my why I started I know, not even myself will be able to stop me!
When did you realize entrepreneurship was right for you?
I was ALWAYS ready to quit my job soon as I woke up in the mornings!
Why did you choose entrepreneurship?
I feel like if I’m willing to clock into a 9-5 and work on someone else’s dream, then why can’t I bet on myself. Not saying a 9-5 is bad because it’s not, it definitely funds your business or businesses to get you to where you want to be. I still work a 9-5, but soon as I clock out I’m working on my brand. Entrepreneurship isn’t all fresh smelling flowers either so I don’t want to make it seem like that, but I will say it’s not for the weak nor lazy. It definitely takes dedication.
What would you say is your most driving motivation to keep doing what you do?
God and my mother.
What are you most excited or passionate about?
I’m excited to see my brand grow, it’s amazing to me you can sketch up an idea on paper and then boom, your idea came to light.
What are the goals you most want to accomplish in your business? What are the goals that you hold personally?
My goals are networking more, possibly collaborating with some influencers, just getting the word out there. My goals I hold personally is to get my 5 bedroom 5 bathroom home that I’ll consider my family house for family get togethers. I also just want to take care of my mom, long as she’s good I have everything I need!
Did you have any key mentors or people who deeply influenced who you are, what you believe in and what you’re committed to in your work and life?
Tell me about them.I didn’t have any mentors like that, I know I’ve mentioned my mama so many times but she truly inspires me. She taught me how to be strong, dependent, and to go after everything I want. She taught me to hold onto God’s word because even when people on earth will leave or fail me, God’s word stands true. My mama is amazing, she’s the reason this next season I refuse to give up because she’s sacrificed so much for me & did her absolute best to give me the best. I see it as, it’s my turn to give her the best.
Did you have any life-changing experiences that put you on the path that led you to be doing what you’re doing today?
Tell me about them.I went through bad relationships after relationships that caused me to be insecure and not see my worth. You get so used to a man telling you one thing, you get programmed into believing it. I had to pray myself out of that mindset it’s still something I battle with, but Zuri Nova means, beautiful new and that’s how I feel about my journey.
What can readers look forward to from you?
I plan on getting Zuri Nova out there more and just connect with people to make them aware of the brand and the vision I have for it. The readers can just follow me because it’s honestly no telling where God is about to take me and my business, I just know it’s going to be something I’ve never imagined possible.
Find out more about Zuri Nova by visiting their website or following them on Instagram