460: This Side Hustler Created a Curated Beauty Supply Store and Community In Ann Arbor

Apr 30, 2025

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This week I’m excited to chat with someone I go way back with, Sheena McCullers. Sheena is the founder of Della’s Beauty Supply. Della’s was launched to bring a much-needed sense of belonging for BIPOC beauty lovers in Ann Arbor, MI. After moving from Brooklyn, Sheena saw a need for a place for people who look like her and took a chance on opening a storefront.

In this episode she shares:

How intentionally creating a community through word of mouth was the foundation to building her customer base
The startup costs and how she’s been able to be profitable in the first year
The importance of working a full-time job where she was supported enough to be transparent about needing space to focus on expanding Della’s

Highlights Include:

00:00 Intro

08:16 Exploring different side hustles

14:16 Navigating a new city

18:43 Filling the need for a beauty supply

23:18 Startup planning and costs

27:55 Creating a community

30:01 Curating events and collaborations

35:02 Running a storefront as a side hustle

41:20 Expanding and creating a cultural hub

46:43 Setting the tone for the future of the store

56:19 Tips for entrepreneurs

Check out episode 460 of Side Hustle Pro podcast out now on Apple Podcasts, Spotify, and YouTube

Links Mentioned:

Auntie Della’s Website: https://auntiedellas.com/
Auntie Della’s Instagram: https://www.instagram.com/auntiedellas/
Auntie Della’s TikTok: https://www.tiktok.com/@auntiedellas
Virtual Assistant: https://theindemandva.com/

Listen on:

Apple Podcasts: https://podcasts.apple.com/us/podcast/side-hustle-pro/id1126021323

Spotify: https://open.spotify.com/show/13qDj08lBR4ymzGhXIKy8t?si=8daf52a57e054042

YouTube: https://www.youtube.com/sidehustlepro

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