The devastating impact of Covid-19 is no secret to anyone. The pandemic had a negative impact on industries across the board. Businesses have had to contend with supply chain shortages, lockdowns, lay-offs, and economic uncertainties. The impact of the virus has been especially devastating for small businesses across America. While some have shut shop, others have found creative ways to cope, survive and even thrive in a very unusual market.

Jelisa Blackwell, the owner of beauty brand Beyouty by Jelisa is one of the many successful black entrepreneurs who saw Covid-19 as a challenge rather than a calamity.

“It was a difficult time for us beauty professionals as there weren’t many health and safety guidelines available for the industry at the start of the pandemic and things came to an abrupt halt due to close proximity with clients and inconsistent sanitary practices with cosmetics,” says Jelisa Blackwell.

The beauty brand owner, educator, and professional makeup artist shares that she found strength and solace through her faith. She is also grateful to her family that came together for each other during that time.

Even so, for Jelisa Blackwell, the question was not just about dollars and cents.

“To no longer be able to follow my passion was soul crushing, I had all these plans, ideas, and dreams that I couldn’t pursue and it was devastating to me.” she adds.

Despite the setback, she sought other opportunities that would allow her to do what she loved. It was not long before one presented itself. Six months into the pandemic, Jelisa Blackwell was thriving in her role as a brand ambassador for a multi-million dollar lifestyle, clothing, and beauty brand which later allowed her to become a moderator for the social communities on Facebook.

While it was a drastic change from the in-person work she was used to, Blackwell says her entry into the world of Zoom and Facebook live was new, exciting, and fun.

“I found myself going live online every single week, establishing relationships and teaching women across the world about makeup products and how to apply them,” she adds.

The best part about online teaching for her was to be able to reach more people as well as connect with those who would not otherwise be able to avail of her knowledge and expertise.

She is also thankful as teaching makeup online allowed her to keep her family and community safe while being able to practice her craft at the same time.

Blackwell is an educator at heart and says that teaching people is very important to her.

“I am so grateful that I was able to combine the best of both my worlds, makeup plus education,” says Blackwell.

The businesswoman says that she made use of the reduced mobility wrought by the pandemic to research and lay the foundation for Beyouty by Jelisa brand.

“A lot of my time was invested in discovering how to create cosmetics that offered quality and endless options that I would be proud to wear and call my own.”

Blackwell says that her faith in God and Jesus Christ grounded her and kept her going through the various challenges that came her way. She adds that every product in the Beyouty by Jelisa line has been named purposefully and intentionally to remind people of their beauty within and self-worth.

“I am elated and grateful to be on this journey and I'm looking forward to seeing where Beyouty by Jelisa soars. With God on my side, and all things working together for my good, it’s only up from here.”