Shades of Afrika: A destination for your mind body and spirit
March is Women's History Month and I thought it would be cool to recognize the accomplishments of women living and working in the city of Long Beach. For my first post I interviewed local business woman Renee Quarles. If you are a woman who would like to be featured or if you know of any women who should be featured please contact me.
Shades of Afrika is a store filled with beautiful products and people who are conscious, positive, funny and smart. Owner Renee Quarles opened Shades of Afrika after the recession of the early 90s, and has been living her dream for the last 16 years.
Why did you name your store Shades of Afrika ?
I learned that the word Africa is spelled with a “K” and not a “C” in traditional African languages, and my sister and I saw ourselves as people of a shade.
What kind of people shop at Shades of Afrika?
Great people shop at my store, I have a very loyal customer base, and they do business with me even after they leave Long Beach. This morning I had customers waiting at the front door, they come from all over, Appleton, Lomita, the Inland Empire etc. I try to touch my customer’s minds, bodies and spirits.
What types of goods and services do you offer?
I carry the best of the best, greeting cards, hair and body products, clothes ,jewelry, hats ,accessories, books, oils ,incenses, herbs, African artifacts, art by Thomas Blackshear, Cindy Wallace and Frank Morrison. I also do custom framing and so much more.
How do you choose what products to carry?
Everything in the store is in here for a reason. I talk to customers they tell me what they want, they give me feedback and that is how I choose my stock. I maintain my loyal customer base and beat my competitors by carrying high quality products at a fair price.
Do you make an effort to support women and other small business owners?
I Support local artists and entrepreneurs. I carry the lines of women owned companies like Miss Jessie’s, Carol’s Daughter, Mixed Chicks etc. I network with the other small business owners around me, I seek to uplift others. If someone wants to contact me about carrying their stuff they can email me shadesofafrika@verizon.net .
Is Shades of Afrika More than a store? What does it offer the community?
We have a lot to offer.
What did you do before you opened Shades of Afrika ?
I held a variety of jobs from waitressing to human resources, and fire safety. The best idea I ever had was to go in to business for myself.
What inspired you to open Shades of Afrika?
I was disappointed by the abundance of liquor stores and big business in my neighborhood. I try to focus on the positive in everything; I wanted to bring about the beauty that I wanted to see around me.
What was it like when you opened (1994)?
It was rough. I built my customer base by being positive and supplying high quality goods and services; they supported me growing from sole proprietorship to incorporation.
-Did you meet your sales expectations? Did you have any?
I did not meet them initially, I was patient, I worked hard, and I sought help when I needed. It took 8 years but, I stayed positive; I constantly set goals and eventually met them.
-How have things changed since then? Where do you hope to see yourself in five years time?
My sister and I are looking into starting a franchise so we can help others own their own businesses. I sit on the board of a non profit organization called Starting Over Inc. which supports those in transitional living. We are looking to expand to help felons reintegrate themselves into their communities in positive ways. We want to be in service to the community as more then just a store.
How does it feel to be a successful woman in the business community?
I am very happy, I am living my dream, I get tired sometimes because I am open 59 hours a week, but I am doing something I love to do.
What advice do you have for women who are trying to follow your path? Or pave their own as business owners?
Sit down take some time to do some self reflection; figure out what would bring you joy, and what your community needs. Figure out how you can fulfill that need and act on it don’t hesitate.
Shades of Afrika is a store filled with beautiful products and people who are conscious, positive, funny and smart. Owner Renee Quarles opened Shades of Afrika after the recession of the early 90s, and has been living her dream for the last 16 years.
Why did you name your store Shades of Afrika ?
I learned that the word Africa is spelled with a “K” and not a “C” in traditional African languages, and my sister and I saw ourselves as people of a shade.
What kind of people shop at Shades of Afrika?
Great people shop at my store, I have a very loyal customer base, and they do business with me even after they leave Long Beach. This morning I had customers waiting at the front door, they come from all over, Appleton, Lomita, the Inland Empire etc. I try to touch my customer’s minds, bodies and spirits.
What types of goods and services do you offer?
I carry the best of the best, greeting cards, hair and body products, clothes ,jewelry, hats ,accessories, books, oils ,incenses, herbs, African artifacts, art by Thomas Blackshear, Cindy Wallace and Frank Morrison. I also do custom framing and so much more.
How do you choose what products to carry?
Everything in the store is in here for a reason. I talk to customers they tell me what they want, they give me feedback and that is how I choose my stock. I maintain my loyal customer base and beat my competitors by carrying high quality products at a fair price.
Do you make an effort to support women and other small business owners?
I Support local artists and entrepreneurs. I carry the lines of women owned companies like Miss Jessie’s, Carol’s Daughter, Mixed Chicks etc. I network with the other small business owners around me, I seek to uplift others. If someone wants to contact me about carrying their stuff they can email me shadesofafrika@verizon.net .
Is Shades of Afrika More than a store? What does it offer the community?
We have a lot to offer.
What did you do before you opened Shades of Afrika ?
I held a variety of jobs from waitressing to human resources, and fire safety. The best idea I ever had was to go in to business for myself.
What inspired you to open Shades of Afrika?
I was disappointed by the abundance of liquor stores and big business in my neighborhood. I try to focus on the positive in everything; I wanted to bring about the beauty that I wanted to see around me.
What was it like when you opened (1994)?
It was rough. I built my customer base by being positive and supplying high quality goods and services; they supported me growing from sole proprietorship to incorporation.
-Did you meet your sales expectations? Did you have any?
I did not meet them initially, I was patient, I worked hard, and I sought help when I needed. It took 8 years but, I stayed positive; I constantly set goals and eventually met them.
-How have things changed since then? Where do you hope to see yourself in five years time?
My sister and I are looking into starting a franchise so we can help others own their own businesses. I sit on the board of a non profit organization called Starting Over Inc. which supports those in transitional living. We are looking to expand to help felons reintegrate themselves into their communities in positive ways. We want to be in service to the community as more then just a store.
How does it feel to be a successful woman in the business community?
I am very happy, I am living my dream, I get tired sometimes because I am open 59 hours a week, but I am doing something I love to do.
What advice do you have for women who are trying to follow your path? Or pave their own as business owners?
Sit down take some time to do some self reflection; figure out what would bring you joy, and what your community needs. Figure out how you can fulfill that need and act on it don’t hesitate.
Comment
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Comment by Zakiyyah Smith on March 13, 2010 at 9:07am -
I have never been to shades of Africa, or at least not that I can remember, next time im back in town im going to have to check that out. This summer after I went through the youth entreprneurship program, starting a buisness sounded really interesting, but like she said 8yr till i see the guap thats a commitment, but everything takes time, seems like I've been in school since the day I was born.
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Comment by MsTmusze (Misty Muse) on March 13, 2010 at 9:06am -
i am one of the many local artists renee and shades of afrika have supported consistently for over 15 years. she is family, shades of afrika is home. i love her and appreciate everything that happens whenever i am in her shop: learning about upcoming events, new book/product releases, new, closed or relocated businesses; experiencing i'm black and i'm proud; meeting fellow artists who live locally or are visiting the store while in town; and witnessing people from all backgrounds connect in an exchange of meaningful conversation, smiles, handshakes and hugs. (jumakae - congrats on your new job! it will be nice to see you at the shop.)
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Comment by The Man on March 12, 2010 at 10:51pm -
You're right, Jumakae. I bought the book, Stolen Legacy. Good stuff...
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Comment by JulsnMatt1028 on March 12, 2010 at 10:17am -
"I was disappointed by the abundance of liquor stores and big business in my neighborhood. I try to focus on the positive in everything; I wanted to bring about the beauty that I wanted to see around me."
LOVE THAT!
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Comment by Jumakae on March 12, 2010 at 3:49am -
I love Renee like a long lost family member. I will soon be working with her at Shades of Afrika to gain more of her and her customer's beautiful insight. =) Definitely support her business. She is dynamic and every crevice of the shop has been given so much love and detail. Even all of her shelves are home-made by community members! It is difficult to walk out of her shop without feeling compelled to buy something, and I promise whatever you walk out with never ends with any regret.
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Comment by 12 0 13 on March 11, 2010 at 4:27pm -
Very insightful article!
I too have seen this place, and never know too much about it, until now.
Glad we got a female perspective in the mix on CityLife. HOLLA
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Comment by The Man on March 11, 2010 at 4:03pm
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First of all, I want to say thanks for sharing this with us Zavi. I've been in Shades of Afrika once and it was tight. She gave me a art piece to donate to Haiti. I can really relate to her grind because I'm on the same path.
I suggest everyone go check it out! Holla.
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