Case Study

Empowering Jazmin Whitmore and More to Love

Jazmin Whitmore is the visionary founder of More to Love Consignment, a destination that’s more than just a store—it’s a vibrant community for women who embrace their curves and love fashion.

Learn More About Jazmin's Work

The Challenge

Despite her passion and clear vision, Jazmin faced significant obstacles as an entrepreneur last year.

She wanted to:

  • Improve profitability and scale her business.
  • Secure funding to support growth.
  • Enhance her brand’s visibility to attract more customers.

The challenges were compounded by Hurricane Helene, which disrupted operations, added emotional strain, and made expanding her digital presence essential for reaching a broader audience.

Hurricane Helene was terrifying for my family and me—not just because it caught us by surprise but because we thought the storm itself would be the hardest part. In reality, the aftermath was far worse. Both my family and my business were left without essential utilities like water, power, and internet for nearly three weeks.

During that time, my small savings for personal and business needs were completely depleted. My husband is disabled, and his fixed income was the only reliable source of income we had during that month. Even so, it wasn’t enough to cover all our basic needs, so I had to pay myself a little from the business account—even though it wasn’t generating revenue—just to make sure we could afford groceries and rent.

Between covering personal bills to keep my family afloat and managing overhead costs for my business, all while having no revenue for over a month, the financial strain was devastating. By the time we reopened, I had lost around $10,000 in business savings and another $10,000 in expected revenue. I still struggle to describe what it felt like to go from running a small but growing business one day to not knowing if I could afford to reopen—or even feed my family—the next, because of a hurricane in the mountains. At one point, I wondered if I’d have to start over entirely or take on a second job just to pay rent for the shop.

With no financial solutions available until the grid came back online, we focused on stabilizing our home and distributing supplies to help others in our community. It was the only way to keep moving forward in the face of such uncertainty. Once we reopened, the pressure really hit. The anxiety of running a business during the slow season, knowing tourists wouldn’t be coming in the same numbers as usual, was overwhelming.

Looking back, it was one of the most challenging times of my life. But it also taught me resilience and the importance of staying focused on what we could control, even when so much felt out of our hands.

– Jazmin Whitmore

Our Work Together

As Jazmin’s business coach and consultant through Black Wall Street AVL’s GATE Program, I dedicated over 20 hours of tailored support to help her overcome these challenges.

Together, we focused on:

  • In-person and virtual strategy sessions.
  • Real-time messaging and email support.
  • Collaborative cohort meetings for peer learning and idea exchange.

 

I have been lucky enough to work with Aisha for over a year, starting well before Hurricane Helene. Thanks to her guidance, my business was in good enough shape to not only survive the storm but to reopen afterward. The support I’ve received from Aisha has been so comprehensive that it’s hard to list it all, but I’ll do my best.

Before Helene, our coaching and strategy sessions focused on strengthening my marketing efforts, improving my social media presence, and creating effective sales strategies to consistently draw in new customers. For a small business like mine, which doesn’t have a large marketing budget, having an effective online presence is crucial. Aisha helped me understand how to amplify the aspects of my business and mission that resonate most with my audience.

She guided me through everything from reworking my mission statement and elevator pitch to designing new, creative sales formats. For example:

  1. Thrifty Thursdays: Offering a 20% discount on what was previously our slowest day, which has now become one of our busiest days of the week.
  2. Liquidation Racks: Implementing flat-rate pricing on certain items to move inventory quickly and give frequent shoppers more variety to browse.
  3. More Sales: Regular store-wide sales every few months.
  4. More Communication: Starting a newsletter for my followers.
  5. More Sales Markets: Started selling items online.

These strategies not only brought in new customers but helped turn them into loyal shoppers. While my business growth hasn’t been as rapid as businesses with larger marketing budgets, the customers I’ve gained have become incredibly dedicated. This steady foundation meant my business was strong enough to survive Helene’s challenges.

After Helene, Aisha’s support didn’t just continue—it became even more vital. She offered more than just business advice; she provided compassionate support when I needed it most. She consistently reminded me that I was doing everything I could, that we were going to get through it together, and that I wasn’t failing. Her emotional encouragement made an immeasurable difference during such a stressful time.

Aisha also helped me navigate essential financial resources, such as the Mountain Bizworks Helene Rescue Loan. Initially, I wasn’t planning to take advantage of the loan because I had already applied for an SBA loan. She helped me realize that the SBA funds would take months to come through and that I couldn’t afford to wait. Securing that loan is one of the main reasons my business was able to reopen by November.

Post-reopening, Aisha supported me in launching the “Earn and Learn” project, through Black Wall Street through which I received $500 in funding. Together, we decided to use the money to pre-purchase gift cards for my shop and host a “like and share” contest. We gave away ten $50 gift cards to followers, and the post promoting the contest was shared nearly 100 times within the Asheville area. The exposure was invaluable, and the project brought in much-needed visibility during a crucial time.

While my family and business are far from being out of the woods, I know that with Aisha as my coach and friend, it’s just a matter of time before we thrive. I look forward to continuing to work with her for years to come and will always be incredibly grateful for her consistent and vital contributions—not just to me but to our local Black business community and beyond.

– Jazmin Whitmore

Solutions and Results

From Assets to Funding, Marketing to Coaching

Strategic Solutions

We developed and implemented practical strategies to tackle Jazmin’s challenges:

  1. Optimizing Inventory Management
    • Introduced a discount section to reduce waste and increase profit margins.
  2. Securing Funding
    • Conducted grant research, wrote press releases, and elevated her marketing plan.
    • Result: Over $30,000 in loans and $20,000 in grants secured for growth.
  3. Enhancing Marketing and Visibility
    • Delivered professional video content and B-roll footage to amplify her brand and draw new customers.
  4. Trauma-Informed Coaching
    • Provided emotional and professional support to help her navigate Hurricane Helene’s aftermath and maintain business continuity.
  5. All For One Business Spotlight
    • Secured $500 from the Black Wall Street All For One Initiative, which was used to drive visibility and boost sales through giveaways.

The Result

Our collaboration produced tangible, transformative outcomes:

  • Increased Profitability: Strategic inventory adjustments reduced waste and boosted margins.
  • Secured Funding: Jazmin raised over $50,000 in funding for growth and operations.
  • Enhanced Brand Visibility: New marketing assets positioned More to Love as a leader in inclusive fashion.
  • Resilience Through Crisis: Jazmin maintained operations during Hurricane Helene, ensuring her business’s survival.
  • Expanded Digital Reach: Online engagement and sales are growing, connecting More to Love with a broader audience.
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Celebrating Jazmin’s Wins

Through dedication, innovation, and perseverance, Jazmin has propelled More to Love Consignment to new heights

Her ability to adapt, focus, and embrace new strategies underscores the power of resilience and strategic growth. Even while dedicating countless hours to disaster recovery, Jazmin remained steadfast in her mission.

“Aisha helped me build a strong foundation with better marketing strategies, a stronger social media presence, and creative sales formats.”

Working with Aisha has been life-changing. Her ability to adapt to what I needed—whether strategic advice, creative solutions, or emotional encouragement—made all the difference, especially when Hurricane Helene devastated both my business and personal life.

Before Helene, Aisha helped me build a strong foundation with better marketing strategies, a stronger social media presence, and creative sales formats. Ideas like Thrifty Thursdays and Liquidation Racks turned slow days into busy ones and kept inventory fresh for returning customers. These strategies helped me grow a loyal customer base even on a limited budget, laying the groundwork that allowed my business to survive the storm.

After Helene, Aisha’s support became even more impactful. She reminded me that I wasn’t alone and that we would get through it together. When I lost all my savings and found out I had to move in a few months, she helped me sort my priorities, create next steps, and always ensured I had a clear plan to move forward. Her encouragement to pursue the Mountain Bizworks Helene Rescue Loan was critical—it provided the funds that helped my business reopen in November.

Post-reopening, Aisha’s guidance on visibility and engagement brought much-needed exposure. Through Black Wall Street’s “Earn and Learn” project, we launched a gift card giveaway that was shared nearly 100 times in our local Asheville community, bringing invaluable attention to my shop.

Aisha’s combination of strategic insight, practical advice, and compassionate support empowered me to keep going even during the hardest times. I’m endlessly grateful for her guidance and look forward to continuing to work with her as my coach and friend. She’s an incredible asset to me and to our entire local Black business community.

– Jazmin Whitmore

Support Jazmin’s Online Expansion

We’re celebrating Jazmin’s success with a $50 Gift Card Giveaway to be spent online!

Two winners will receive a $50 gift certificate to shop with More to Love Consignment.

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Official Rules