My First Black Friday as a Founder — The Pressure and the Purpose

The Late Nights Nobody Talks About

It’s 2 a.m. and I’m still labeling jars. The smell of shea butter fills the room, my laptop’s open with five tabs running, and my heart’s racing with a mix of excitement and fear.

This is my first Black Friday as a founder.

And if I’m being honest, it’s been one of the most emotional seasons since starting East 223rd.

There’s this pressure that comes with wanting everything to be perfect the website, the sales, the packaging, the posts. You start questioning if people will show up. If they’ll see your vision. If all those long nights and early mornings were worth it.

But then I remember why I started.

The Purpose Behind the Pressure

East 223rd isn’t just a brand it’s my story. It’s the bridge between where I come from and where I’m going. It’s my mom’s lessons on entrepreneurship, my roots in Nigeria, and my heart in New York all mixed into one.

Every product, every ingredient, every message comes from a place of wanting our community to see themselves reflected not just in skincare, but in self-care.

Because when I talk about taking care of your skin or beard, I’m really talking about honoring yourself.

I built East 223rd for us for the ones learning to slow down, to care deeper, and to love ourselves louder.

That’s the purpose that keeps me going when I’m exhausted, when the numbers stress me out, when things don’t go as planned.

What East 223rd Means to the Community

I’ve seen how a simple product can become a ritual.

I’ve had people tell me that washing their face with our cleanser helped them start their mornings with intention. That using the beard oil made them feel confident again. That lighting a candle or misting rosewater became their moment of peace.

That’s the magic it’s not about selling products; it’s about creating moments that remind us we’re worthy of care.

That’s what East 223rd means to me, and I hope that’s what it means to you too.

Faith, Vision, and the Bigger Picture

There have been days I’ve cried from exhaustion, and nights I’ve prayed for guidance. But even through the struggle, I know this brand was never just about me it was about community, culture, and connection.

Faith has carried me through the moments when doubt tried to win. Vision keeps me moving forward, even when I can’t see the full picture yet.

This Black Friday isn’t just a sale. It’s a celebration of perseverance, of purpose, and of a dream that started small and continues to grow because of every single one of you.

Shop with Intention This Black Friday

On November 27, I invite you to shop with intention.

Whether you’re restocking your favorites or trying something new, know that every order supports a Black founder, a community-centered brand, and a bigger mission rooted in love, legacy, and culture.

🖤 Shop East 223rd this Black Friday not just because of the deals, but because of the purpose behind them.

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