Inspirational Song Bird & Entrepreneur, Keyondra Lockett is Solidifying that Black is “Beautiful, Stylish and Worthy” with Her Latest Clothing Brand, Jolie Noire

Inspirational Song Bird & Entrepreneur, Keyondra Lockett is Solidifying that Black is “Beautiful, Stylish and Worthy” with Her Latest Clothing Brand, Jolie Noire By: Sabrina By: Jasmyne Seed

Swagher Magazine linked up with the “Trouble Won’t Last” songstress, Keyondra Lockett as she, like many artists, is branching out and flexing the power of ownership and representation, joining forces with her sister, Kim to create Jolie Noire, a women’s and unisex loungewear clothing and accessories line.

Since hitting the scene in ’98 as one-third of the gospel group, Ziel, the Stellar Award-nominated singer and songwriter has gone on to chart billboards during her solo career and added advocacy, among other prestigious titles to her resume.

As an ambassador with the American Red Cross, where she informs young girls about emergency preparedness, her selfless work with Glam Camp for Girls and The Beautiful Experience Campaign - an initiative she leads to empower and grow self-esteem among young, Black women and girls, in addition to being the first gospel artist to garner her very own doll through her collaboration with, Kenya Doll Brand, Keyondra continues to positively utilize her influence. I asked the Pretty Black (definition of Jolie Noire), artist about taking up space in the leisure apparel/accessories field and managing a full career while remaining steadfast in her faith and her calling to uplift the culture.

Jasmyne: What was the catalyst behind, Jolie Noire?

Keyondra: We started Jolie Noire to encourage black women and add to the notion that black is beautiful. We are primed to think dark colors (specifically black) are negative and light colors are positive. In an effort to level the playing field, we’re working to shape the minds of onlookers and change the meaning, emotions, and values associated with black. Color is something that doesn’t come pre-labeled, we label it... At Jolie Noire we choose to believe that black, like other colors, is beautiful! Though it was very easy to find graphic tees featuring non-black women, we found it very difficult to find graphic tees with black women on them in stores so we decided to solve our own problem. We realize there are biases, inequities, injustices, and colorism, that black women uniquely face so we wanted to provide a space where we can celebrate our likenesses while realizing our differences. We do that by providing highly artistic and fashionable pieces featuring beautiful black women. We have a soon launching collection featuring different shades of brown where we will further work to bridge the gap.

Jasmyne: Having ownership of some sort is key to gaining financial freedom. Was this a considered factor when embarking on Jolie Noire?

Keyondra: The driving force was to provide a product for black women that further represented them but of course having financial freedom comes with it, praise God, lol!

Jasmyne: Being a fairly new businesswoman what has been the biggest lesson you’ve learned in your pursuit?

Keyondra: I’ve learned it is never good to be married to an idea. As the business has grown, we (my partners and I) have learned to create new ideas with new solutions to old dilemmas and this is because we have not married ourselves to our first ideas.

Jasmyne: Does having a loyal fan base make it easier to convert them into paying customers for your clothing line?

Keyondra: No because number one, my fan base follows me for my music. They come from different backgrounds and cultures which does not necessarily open their minds to the fashion world. Fashion is in its own right set apart from other industries.

Jasmyne: The plus-size clothing market is slowly but surely seeing more representation. How intentional were you and Kim when creating, Jolie Noire

Keyondra: It’s always been a goal of Kim’s to have a size-inclusive brand. Being that we’re plus-size girls, we want to ensure that our plus-size Noire Babes are seen and represented too. As plus-size consumers, we totally understand that particular struggle and want our customers to have the same shopping experience as our smaller Noire Babes. We deserve cute trendy clothing as well.

Jasmyne: How different are the worlds of music and entrepreneurship from a business standpoint?

Keyondra: The difference is the area in which you choose to open a business in, versus being an independent artist. As an independent artist, my entrepreneurial skills are also equally advantageous. I write my music, produce it and distribute it through a distribution company that gets it to consumers for purchase. In the same way, my business produces a product that is then distributed through my website to consumers for purchase. In essence, there is no difference.

Keyondra: Both areas are a business for me. With that being said, some things overlap allowing me to address both at the same time. Additionally, each has its own particulars that have to be addressed and my team is helpful in keeping things on an even plane. For instance, when dealing with my production, my writing for my music is often centered around my life’s experiences which include my essential line and personal life. It actually gives storylines for my music.

Jasmyne: Any advice to aspiring entrepreneurs looking to take up space in the fashion industry?

Keyondra: Do your research. Find a niche and great idea that brings a solution to how you want to impact the fashion industry. Know what it is that you like fashionably then create a plan to introduce it to the world. Also, don’t be afraid to be you. Don’t focus on others but you create the standard that others may follow. And have fun while doing it. Many people go to work and don’t enjoy being there because they’re task-oriented and not enjoying what they do. helps me in all parts of my life. Without meditation on God’s word, there’s no self-care. That’s my spiritual self-care but my natural self-care regimen includes: mani/pedi spa days, relaxation and massages, my skincare regimen and from time to time I fit a little gym time in. Lol!

Armed with a strong sense of faith, it’s clear to see why the independent songstress has boundlessly stepped into furthering her career beyond the realm of music. Witnessing artists like Keyondra evolve before us is truly an inspiration, especially when they center their “why” around the betterment of our people, keeping in mind to represent and elevate us through their creative forms of self-expression, be it music or fashion.

We here at Swagher Magazine are rallying behind Keyondra and her entrepreneurial endeavors and encourage the collective to support as, “Noire Babes”. You can shop the bold and beautiful essential line, Jolie Noire at their website, https://joliexnoire.com.

Photography by: Erick Robinson

Jasmyne: Ownership isn’t as glitz and glam as social media likes to illustrate- as they say, “to whom much is given, much is required”. How has your faith played a role in your business endeavors?

Keyondra: My faith is grounded in the Gospel of Jesus Christ. It is this living standard that allows me to get through the adversities of business. One of my favorite scriptures states I can do all things through Christ who strengthens me (Philippians 4:13). That very strength is what allows me to keep going even when I feel like giving up because of financial decisions, disappointments while trying to build a dedicated customer base, the change in the social media algorithms, etc. I’ve been able to push through because of my faith.

Jasmyne: What other business ventures and philanthropic efforts do you hope to conquer in your quest to empower young Black girls and women?

Keyondra: I am actually satisfied and fulfilled with what’s before me right now. However, I foresee continued growth with my music career and my essential wear line equally. If collaborations should arise, my team and I will take them on and work them to the best possible outcome for me.

Jasmyne: In the midst of running multiple businesses, how do you practice self-care?

Keyondra: First I take care of my mind with a healthy dose of scripture daily. It keeps me going in the right direction an