Tween Strikes Back at Bullies with Shoe Line

How Did She Go From Bullied to Brand Executive?

Photo Courtesy of Amiya Steed--Steed's sneakers exhibit positive affirmations to help girls feel good about themselves. The shoes are the result of Steed being creative while standing up to bullies. 

By Maniko Barthelemy

Who are you wearing? The question is directly asked and often associated with celebrities being interviewed at red carpet events. The answer is important, since clothing and shoes signify peculiar assertions about the designer and the customer.

That same pressure and pressure exists when it comes to children. It’s a sad but serious reality and begins as early as elementary. As students head back to school, the question about their clothes or sometimes more importantly, their shoes, is not asked as a compliment. Couple that with bullies preying on students, and you have a situation that stresses a child and frustrates a parent. “Two boys kept throwing pencils, saying rude things to me,” said 11-year-old Amiya Steed.

Photo Courtesy of Amiya Steed--Amiya Steed is an 11-year-old entrepreneur and emerging actress. In 2016, she launched AMAK by Amiya footwear.

That experience in the second grade for Amiya helped her hit back in a professional way and tap into her creativity and the pre-teen retail market as a CEO of her own brand of sneakers. “Why don’t I make shoes for kids just because of how they look and how they act with words that say you’re beautiful, pretty smart?”

As a third-grader, Amiya officially launched AMAK by Amiya footwear, her line of sneakers in 2016. Instead of a logo, she uses language that states exactly the opposite of what bullies spew. Self-expressive positive words like faith, wonderful, astounding, assertive, boss, etc. cover her black or white lace-up, low-top sneakers.

Amiya tailors every pair to her exclusive female client’s request. “My customers tell me the design,” she said. “I share that with the manufacturer overseas.” The lace-up shoes are comfortable walkers made with breathable cotton and have a soft rubber sole accented by a solid stripe circling the base of the shoe.  

Photo Courtesy of Amiya Steed-The low-top walkers with rubber soles are covered with complimentary words, some of which, clients request, when ordering the shoes Amiya designs.

The tween’s company independently markets and sells the sneakers but is plans to expand its brand by sharing space one day with heavyweights like Nike, Reebok and Adidas. Just as those multi-billion dollar industry giants deliver on the expectations of shoe and fashion fanatics, Amiya knows her target audience well. She markets specifically to girls between 9 and 13 years old who are vying to stand-up to bullies and solidify their identity through affordable fashion with a principle.

She does not have to go far to find out what they want, since Amiya actually sees potential customers daily.  “I love shoes,” she said. She proudly wears her shoes to school and some of her most loyal clients are her friends.

To find out more about AMAK by Amiya, visit www.AmiyaSteed.com . You can also follow her on Instagram @AmiyaTheCelebKid.

Amiya’s story is one of several weekly stories you’ll see here throughout the summer, as part of “How Did She…?” The series will focus on women who are defying the odds in various industries.

We value your feedback and story suggestions. Feel free to contact us at NewsHeels@gmail.com.

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A British Playwright Makes World War II Meet the Impact of African-American Nurses

HOW DID SHE PRODUCE AND OPEN STAGE PLAY IN HOLLYWOOD?

BY MANIKO BARTHELEMY 

The cast of the stage play Fort Huachuca appears in a scene during its June debut in Hollywood.
Photo courtesy of Darnell Rhea.

It is not a musical, yet there is a tone in Fort Huachuca that is profound.  It is not a movie but the emotions, clarity, and sincerity that cloak your attention span give you the impression, the stage play is beyond just a story that moved from imagination to lights, cameras, and action. It is not a movement in the traditional sense, yet the African-American nurses battle an invisible war, during the World War II era. “They’re fighting to be seen instead of taking up space and it’s much like the reality of women around the world today,” said director and writer, Ailema Sousa.

British playwright Ailemna Sousa appears in a scene during its June debut in Hollywood. Sousa's inspirataion
to produce, Fort Huachuca: A Tale of Sisterhood, Patriotism, and Race is the result of a dearth of stories like it that feature African-American in lead roles. 
Photo courtesy of Darnell Rhea.

Sousa is also one of the production’s five stars. “It was quite challenging trying to not be bias, and not be limited because you know you’re going to play it,” she said. Her motivation to write the play instead of hitting the marathon of auditions for her big break, shortly after finishing the Royal Academy of Dramatic Arts in London, comes from clearly seeing a blind spot in the industry. “I noticed things on television and there were few movies with leading roles for African American women with prominent speaking roles,” she said.

Set on a U.S. Army base of the same name in Southern Arizona during World War II, Fort Huachuca has the drama and full evolution of characters you expect to see, when you think about the time period, racism, skepticism, and defiance. The three-act stage play balances fact and fantasy with a revolution folded into a love story.

The cast of the stage play Fort Huachuca appears in a scene during its June debut in Hollywood.
Photo courtesy of Darnell Rhea.

The three-act play by the British native is told from the perspective of the nurses. The characters have the education, experience, and enthusiasm that define a soldier suited to serve America. But there is something in the way of their ability to live their dream.  Think of Taraji Henson in Hidden Figures, and Alfre Woodard in Miss Evers Boys. Imagine their situations being worse and you get a sense of what Mayvee, Marjorie, Georgia, Elinor, and Thelma face in Fort Huachuca. “A lot happens to them,” said Sousa. “You see relationships between the women, different dynamics, and a lot of support.”

Actors Ashlee Jones (Boston Public), Charles Nkrumah Jr. (Northbound in New York), Natalia Elizabeth (Fatal Attraction) and Nicole Sousa (Bridecon) bring the play to life.

It is a universal story of women embracing their victories, determined not to be vanquished by strict limitations on and off-base. In the midst of the violence and injured soldiers returning home aftermath of the war, their roles in the military are convoluted. 

The cast of the stage play Fort Huachuca appears in a scene during its June debut in Hollywood.
Photo courtesy of Darnell Rhea.

At certain turning points in the play, because of their diverse backgrounds, they are at times, misguided, unapologetically confident, naïve, and fumble as reality and fantasy collide.

Where are the rest of the stories like “Fort Huachuca?” That’s the question Sousa believes the audience will ask, after crying, cringing, and cheering, when the curtain closes.

Ailemna Sousa’s story is one of several weekly stories you’ll see here throughout July, as part of “How Did She…?” The series will focus on women who are defying the odds in various industries. 

Fort Huachuca is on tour in California. It hit its first stage June 2 in Santa Monica, CA. For more information about the play and to find out when it may come to a theatre near you, visit https://www.forthuachucaplay.com/.

Independent Designer Stitches Perfect Fit in Fickle Fashion Industry

HOW DID SHE LEAVE HER FULL-TIME JOB AND SUCCESSFULLY FILL A VOID IN THE RETAIL INDUSTRY?

Cherika Hart-Ratchford, owner of "Designs by Estell" models one of the recent editions to her summer collection. Her inspiration to launch the business came after being mentally and physically exhausted but energized by her skills and support. "My husband said my health was more important than anything and with that, I started my plan." 
Photo by:  Darrell Moye.

By MANIKO BARTHELEMY

Gone are the days of Black History Month at schools and churches around the country being the only time you catch a glimpse of Afro-centric or Afro-inspired designs. It is not uncommon to see celebrities at events throughout the year going outside of the norm, opting to flaunt elaborate and electrifying designs that give even some of the most renowned fashion experts breathless.  “When it comes to fashion, everyone wants something not everyone will have on,” said Cherika Hart-Ratchford, owner of “Designs by Estell.”  

The gap in the retail industry for clothing with an Afro-centric twist for the fashion-savvy and frugal shopper who wants the allure, specific, regal tones, and red carpet awe, designers like Nicole Miller, Vera Wang, and Tory Burch consistently deliver, is no secret.  It is exactly why Hart-Ratchford has no problem balancing the supply and demand, successfully. The independent business owner personally sketches, sews, and ships exactly what her customers want and what she knows they cannot get at signature retail outlets. “Trendy African prints are easy to just make.”

Hart-Ratchford models her original design of a female version of a necktie. The Pinkie Belle is one of her most popular items. Photo by: Darrell Moye. 

Statement T-shirts, monogrammed clutches, flowing or fitted skirts, wraps, scarves, pants, dresses, if you can wear it or accent it, she can make it. The Pinkie Belle is by far the most popular piece she’s designed. “It looks like a skirt around your neck,” Hart-Ratchford said.  “You wear it with a collard-shirt. I wanted something women can wear like a man and I started drawing and cutting from there.”

“I was always crazy about clothes,” she said. She was not as excited about the process she’d seen her grandmother Estell, a well-known seamstress, precisely do flawlessly. “I was afraid of the sewing machine,” Hart-Ratchford said. “Looking at it as a kid, seeing the fabric go through the machine terrified me.” Being terrified of not fully tapping into her passion and potential pushed Hart-Ratchford out the door of her 9-to-5 in 2016. “While working at the insurance company, I felt myself sinking mentally,” she said. “I wasn’t able to do things with the kids because my mind was always at work.”

Feeling marginalized in a cubicle set the tone for the momentum to step away and do what seemed impossible on some level. She was strategic.  “I had to have my house in order financially,” she said. “For two years I saved.”  Also, during that period, unlike some small businesses that use crowd-sourcing, investors or grants to start their road to success, Hart-Ratchford took a different route. “People sent donations to me just because to buy things I may need,” she said.

While she had family members willing to wear anything she made, to get to the next level and expand her brand, the Bethel University graduate faced a hard fact. The fashion industry is brutal, especially when it comes to a new or emerging designer. She named the company “Designs by Estell” in honor of her late grandmother. “I owed it to my grandmother,” she said.

To minimize skepticism about the quality and originality of her work, Hart-Ratchford took two major steps. “I wanted to perfect what I didn’t understand and learn how to create my own patterns and not just use commercial patterns.” A six-month online sewing class also helped sharpen her skills and introduced her to the art of personalizing each garment.

After Hart-Ratchford signs handwritten thank-you notes and seals packages, Josh, Hart-Ratchford's 9-year-old son, routinely stands in line and ships packages to customers. 

The intense training coupled with her intuition to give customers an experience and not just an electronic transaction is a combination of her acute understanding of the fashion industry and a commitment to exceptional customer service. “I give every customer a handwritten thank-you note,” she said.

She may want to thank Marvel Studios one day.  Her business model and popularity met exceptional profits in February that surprised Hart-Ratchford. When “Black Panther” hit theaters, sales tripled for anything Hart-Ratchford created.

According to the Small Business Association, women own nearly 10 million businesses across America. Add that encouraging statistic to what experts predict is an emerging billion dollar e-commerce market with an unprecedented need for African-themed fashion, it’s easy to see how and why “Designs by Estell” has an impressive chance of avoiding becoming a dream deferred.

Satisfied "Designs by Estell" customers like Tyrecia Dawes often proudly pose and post photos on social media promoting their latest, hottest, jaw-dropping haute couture. Photo courtesy of Cherika Hart-Ratchford.

Who are you wearing? Whether it’s the red carpet, the runway or the royal court, the Memphis native hopes one day, when a celebrity is asked that question, “Designs by Estell” is the answer. In the meantime, while she continues to succeed by filling a garment gap, Hart-Ratchford’s considering evolving into the skin care world with a line of beauty products. To see a full inventory or perhaps inquire about your distinctive look, log onto http://designsbyestell.com/index.html.

Cherika Hart-Ratchford’s story is one of several weekly stories you’ll see here throughout July,  as part of “How Did She…?” The series will focus on women who are defying the odds in various industries.

We value your feedback and story suggestions. Feel free to contact us at NewsHeels@gmail.com.