March 29, 2024 • 25 mins
Two-time Emmy and Three-time NAACP Image Award-winning, television Executive Producer Rushion McDonald, interviews Germaine Bolds-Leftridge, the Founder of IKNOW Skincare. Her trailblazing spirit and commitment to excellence continue to inspire, shining as a radiant beacon, with IKNOW Skincare Treatment Solutions standing as a testament to her profound understanding of the beauty of maturing skin. Their goal is to create a community that embraces and supports the movement of #RealAge. I have never subscribed to the marketing concept of Anti-Aging—anti means to go against it. If you are anti-aging, you are not evolving or no longer existing. Pro-aging means moving forward and embracing the journey.
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Episode Transcript
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Speaker 1 (00:04):
Welcome to money Making Conversations.
Speaker 2 (00:06):
It's to show that she is the secrets of success
experience firsthand by marketing and Brandon expert Rashan McDonald. I
will know he's giving me advice on many occasions. In
the case she didn't notice, I'm not broke. You know,
he'll be interviewing celebrity CEOs and entrepreneurs and industry decision
make because it's what he likes to do.
Speaker 1 (00:22):
It's what he likes to share.
Speaker 2 (00:24):
Now it's time to hear from my man, Rashan McDonald
money Making Conversations.
Speaker 1 (00:28):
Here we come.
Speaker 3 (00:30):
I guess as Jermaine Bowles Lethridge. She's the founder of
I Know Skincare. Her travelazing spirit and commitment to excellence
continues to inspire, shining as a radiant beacon with I
Know Skin tear treatment solutions.
Speaker 1 (00:43):
It was inspired Brahma. You know.
Speaker 3 (00:45):
The inspiration compisable from somewhere and it's her late mother
who inspired this. Their goal is to create a community
and embraces and support the movement of hashtag real age.
I've never subscribed to the marketing concept of anti agent.
Speaker 1 (00:57):
That's what she says.
Speaker 3 (00:57):
It's anti means to go against it. If you're anti agent,
you're not evolving and no longer existing.
Speaker 1 (01:04):
Charlene theorem.
Speaker 3 (01:05):
The actress had a big story about that recently, when
people was talking about she.
Speaker 1 (01:09):
Was aging, she said, I'm getting old. Dealing with it.
I'm getting old. Okay.
Speaker 3 (01:13):
The pro agent means moving forward and embracing their journey. Please,
welcome to the Money Making Conversations Master Class. Jermaine Bow's Letharige.
Speaker 4 (01:20):
How you doing, I'm wonderful. How are you?
Speaker 1 (01:23):
Yeah?
Speaker 3 (01:23):
It was perfect timing because I was you know, you know,
I always served the internet and I came across this
article with Charlene and one of my favorite actresses out there.
You know, she has a serious movie on Netflix I
watched over and over called Old Guard because she's very
physical and she can do she's a former model and
she was and people make people accusing her of plastic
(01:45):
surgery and all these things. She would say, Hey, deal
with it. I gotta get old sometimes, okay, sometimes along
the way some people try to try to stop that
through plastic surgery. But in this and I don't. I've
never had plessor. I'm not against anybody who does have
PLESSU surgeon, but you against the pro talk of anti aging, correct, I.
Speaker 4 (02:08):
Totally am, because that's an unachievable objective. If you know,
really every day that God allows you to wake up,
you're getting older. And so when you have that kind
of mindset, that's when depression sets in, right, that's when
you start living because you can't achieve that objective. It's
(02:30):
not sustainable. You know, however you choose to. You know,
if you want to do both talks, if you want
to do those things, that's fine, but still know you're
still aging. And you know we got a change it
with Sean. It's a privilege to get older, and I'm great.
Speaker 1 (02:49):
I'm great opportism, Jamaine. It's hard though. Society.
Speaker 3 (02:54):
It's a society pushing that the youth in front of
you because they know that's how they make money if
they if they can come vish you that you can
look younger by wearing you know what is the little
skim type clothes and keep your quote unquote in shape
or or or plastic surgery or or or that little
And I'm telling you, I'm always tempted. I'm tell you something,
(03:16):
and I'm not a vain person at all, but boy,
I'll be looking at them them them late night commercial
when they talked about tipening up them wrinkles under your eyes,
I'll be so tempted.
Speaker 1 (03:25):
I'd be so.
Speaker 4 (03:31):
And it's fine, but you still have to be really realistic, right,
you're still and what happens is and that's why I
am really leading this band with people understanding that the
wind happens in the fourth quarter and you can do
well up until your forty, but it's how you accept
(03:54):
this aging process will determine how you leave out of
here and its society t advertisers. Everybody wants that twenty
five to fifty four and the hecky with everybody else,
But if they really look at you know, I just
came back from Martha's Vineyard and the demographics there is
(04:16):
the more mature forty in up right, and we're spending
a lot of money. We want what we want, We're
drinking the finest of wines, and we will spend money
for the things we desire. They are missing a boatload
of money because I'm not spending my money with anybody
that's going to advertise a young girl with her short
(04:39):
dress on. I'm not gonna look at your site. So
you're missing that, you know, they got to understand this
Auntie for lot.
Speaker 3 (04:48):
So you're saying, so you're saying that advertisers because my
guests owned several weeks ago, and I was saying, Wow,
it's just so many people over sixty five walking around.
Then I realized, I'm one of those people. Okay, walk
just walk around. It's so many of us that you know,
you know, I would I would just tell you this, Jermaine,
my mind said, because you know, I don't even think
(05:09):
about age. And so sometimes I've been talking about the
old people. If you're talking about you, Jell, but you
need to look in the mirror. You one of those
old people you're talking about because of the fact that Jamaine,
sometimes it is a mindset. And so so when I
was when I when the opportunity to come on my
show was presented, and you was talking about the anti
agent talk, real age and all that. It is really
(05:31):
what people have to think. If you get caught up
in a number, and that's where people go wrong, get
caught up in a number, that's when you start to lose.
Speaker 4 (05:39):
Am I right, you absolutely are. And I'm a Delta
and we have this thing called Delta Deers and it
starts to sitting and when we had in face meeting,
they were like, well, the Delta deers go up front,
and I was like, oh, the Delta deers get upfront.
You do know, Jermain, you are a Delta deer. But
(06:01):
also because you said but they're in the process of
changing changing that number because you don't reflect a Delta deer.
And so and I always say, I'm going to be
the oldest youngest person in every world, right.
Speaker 3 (06:20):
Right, right, right right, Well, you know, you know the
thing about it is that I'm talking to my girl.
You know, see I had AKA early. Now I got
Delta that so I'm not trying. I didn't book it
like that. I just found out that you know, this
is a you know, Sarargi fraternity show.
Speaker 1 (06:34):
You know what I'm saying.
Speaker 3 (06:35):
But Jermaine, you know, I know skincare treatment. Your late
mom inspired this. Tell us about what is I know skincare?
Speaker 4 (06:46):
Okay, Well, you know, ra Sean, I've been in the
beauty space for over thirty years, right, helping build a
lot of brands and working with them, Mayel being one,
to Leo Wajid, Kenyon, Kenya more hair kids, and it's
always been my privilege and honor to help other people
realize their dreams and to create legacy wealth for their family,
(07:11):
and in turn, I make my money, you know. I mean,
I'm not doing it for free, but money is not
what I look at first when you operate in excellence
and you really want to see other people when your
money comes. And so I've always wanted to do something
(07:32):
for myself, but I always felt it was a conflict
of interest. How do you push yourself and push others
at the same time. And so I was going through this.
I did some focus groups when I was in my
late forties, trying to get some of my brands to
really look at the importance of this of the baby boomer,
(07:54):
and really no one was really interested in it that much.
A little bit Gary Gardner with as and.
Speaker 1 (08:03):
Marketing space space for for.
Speaker 4 (08:05):
A long time because I was getting older. And what
happened my stylust when, like I said, I was forty nine,
my stylus was spraying something on my hair and I said,
what is that? She said, Paul Mitchell came up with
this product called Younger Looking Hair. I said, really, she
said yeah. They said that the women were complaining that
(08:25):
the product no longer worked. But what they discovered is
it wasn't that the product didn't work, that the consumer
is changing and you know, DHT is hitting the follicle
and thinning the hair out. So they had to now
address this growing customer consumer base, her now her new needs.
(08:49):
And so that really sparked my interest. And so in
just looking, you know, my my prayer every morning is
God give me new visions so that I can always
see the opportunity. And so when my mom was transitioning,
everybody talked that walked into that hospital room. They talked
about how beautiful a skin was. She always told if
(09:13):
you take care of your skin now, to take care
of you later. And so I was in there, I
was like, and it just when you're seeing someone that
you love, you know, leave this earth. It's like, if
I don't do something for myself now, when will I.
I had purchased Amby, and but I didn't start that.
Speaker 3 (09:36):
You know, yeah, I.
Speaker 4 (09:40):
Had already, it was already created, it already had the distribution.
I wanted to start something from its infancy stage, from
the concept and how if I helped other people do it,
could I do it for myself? So when my mom passed.
It was like, oh my god, what I know is
(10:00):
and the name came up for Sean. I'm like, you know,
when you get a certain age, you know what you know?
You know. It's like I know who I don't want
in my space, I know what I shouldn't eat because
I'm a gain that ten pounds. If your whole foundation
is based on your I knows right. And so that's
how the name came up.
Speaker 1 (10:22):
And funny in the way because that's how we know.
Speaker 3 (10:24):
You know, you know, you know, you know, you know right,
And in this situation, I know, I know, I.
Speaker 4 (10:31):
Know if that's affirming, that's affirming, I know that, and
it puts you in a mindset like I am I
know that I'm gonna get non figures from this brand
because it's an market. I know that I'm going to
keep myself healthy that so that you will never be
(10:53):
able to guess my age, you know. So it's a
lot of things that you know. And we have the
dragon fly because in my my lowest point of grief,
the dragonfly just hovered over the hood of my car
and I looked it up and it was saying that
this the dragonfly is born in the water and then
(11:16):
it gets takes flight and becomes the creature of the air.
And if you look at the dragonfly, it's pivoting constantly.
Speaker 1 (11:24):
Get you know, the interesting when you say that.
Speaker 3 (11:27):
The interesting thing when you say that is that you
know it's when you say hovering over, you know, looking
over a transformation with your butter cocoon to a butterfly.
It's always a transformation. That's what your product is about.
But you know the thing about it and that we're
gonna we're gonna go to break because I don't want
to get too extended on this thought process. But it
comes back to accepting you. You know, I know this
(11:52):
is who I am because I'm telling you and anybody
who's listening to me. As you get older, you get questioned,
you get beat up, you get told what you can't do.
They you know, they tell you you're gonna your dreams stop, stop,
stop dreaming.
Speaker 1 (12:07):
You know you can't start a business. You know, you
know they have you.
Speaker 3 (12:10):
Walking around this whole planet, you know, telling you just
keep walking.
Speaker 1 (12:14):
But what you're walking for? What what the walk gonna.
Speaker 3 (12:17):
Do for you? You know? What goals are you allowing me
to have? And I find that I find the I
Know mantra so inspiring. When we come back, We're gonna
continue this conversation because I really want to get into
the whole you know, anti age, the real talk of
what real age is about. Because not only your project
is your product. I say, your product, facial product is motivational,
(12:39):
but it lends itself to how we should look at
life in general. Right back for more Money Making Conversation Masterclass.
Speaker 1 (12:45):
Thank you. This is ra Sean McDonald.
Speaker 5 (12:52):
Programming is made possible in part by support from thirty
eight to fifteen Media, led by Emmy and nuble ACP
Image Award winn television producer Rashaan McDonald. Thirty eight fifteen
Media offers social media management, podcast production, designs logos, and
develops websites. Additional services include brand management and career development
(13:15):
consulting services. More information is available at four seven zero
six eight eight three eight one five or via email
at info at thirty eight fifteen media dot com.
Speaker 1 (13:27):
Keep winning.
Speaker 6 (13:31):
You are now tuned into the Money Making Conversations. Minute
of Inspiration with Rashawn McDonald.
Speaker 7 (13:36):
Grammar Award nominated singer Kiera Sheer Kelly's new book, Big
Bowl and Beautiful Owning the Woman God Made You to
be is a must read as she shares her advice
on body positivity, goal setting, and leading with your gifts.
Speaker 8 (13:50):
Everything should not be taken personally. So I absolutely agree
with you. And if we don't have that understanding, and
if we're always taking things personally, we'll always be responding
to any and everything to where it'll take so much
energy it'll shift our focus off of what we really
should be focused on. And so I have had to
learn that the picture.
Speaker 1 (14:09):
Is bigger than me.
Speaker 8 (14:10):
It's so far beyond one moment, like be a student
at every opportunity you get. But even in the book
I talk about, it's a chapter called making the most
of Every Opportunity.
Speaker 7 (14:21):
If you were to hear this full interview with Kira
shared Kelly, visit money Making Conversations dot com.
Speaker 1 (14:26):
Keep winning.
Speaker 6 (14:30):
Now let's return to Money Making Conversations Masterclass with Rashaan McDonald.
Speaker 3 (14:35):
You know I'm talking to Jermaine. She is a product
called I know, a product of Facial Treatment of treatment brand.
And you know, Jermaine, you got me so fired up
by this anti agent. I'm about to turn around and
go said loud, you're blacking you're proud and I don't
want to like shift while you came to the show.
Speaker 1 (14:52):
One of the show was.
Speaker 3 (14:53):
To introduce your product to my listening brasis because of
the fact that we're so caught up in what is
being offer to us, and it's usually you know, to
the younger generation, and they kind of push us to
the back because they don't think of anybody over fifty
five has buying power as buying powered. All right, and
we but then you turn around and you see the
(15:14):
number of billions of dollars that we're spending. But then
so we're not getting respect, we're not showcased about what
we should consistently be valued as shoppers and consumers. And
so you came up with this product. I know that
it's geared towards my age group audience, male and females.
Speaker 4 (15:33):
Correct, yes, primarily females. But as what has happened is
men can use it absolutely. But when you have limited
marketing dollar, you can't speak to everyone.
Speaker 3 (15:46):
Say that again, stuff right there, A lot of people
need to hear that. Okay, if you can't sell everything
to everybody, even though you got a lot of ideas,
a lot of small businesses make that mistake, pick your poison,
pick your product.
Speaker 4 (16:02):
Yes, absolutely, And for me because my mom is black,
my mom was black, I'm a black woman and that's
surround me. But anybody can use it. A third of
my customers are Caucasian women, and I've had to have
conversations with them. I'm not anti anyone, it's because that
(16:25):
means again to go against I am pro black women.
And the reasoning is that no one has ever really
been intentional about serving us and been in the beauty
space forever. If you look at commercials, they will splatter
a black woman in but it's very obvious who their
(16:46):
target market is. And I'm okay with that because my
Caucasian sisters, they spend a lot of money on skincare.
Our numbers are about five hundred millions. That's in some
people's mind that's a lot, but it's really not. Uh
and so, but black women now are starting more to
take care of themselves. They see the importance of not
(17:08):
being selfish but putting themselves first, and so I wanted
to be very intentional about who I was talking to.
My clinical study was done on black women everything and
people A lot of people don't know this. Our our
Caucasian sisters. They wrinkle, but we sag so a lot
(17:31):
of the ingredients that have been put into the product.
It's all about plumping us up, making sure that our
skin is vibrant, to have that glow and to love
with things.
Speaker 3 (17:43):
I want to make sure you said we we sag?
What what do you mean we say sad?
Speaker 4 (17:49):
The skin starts drooping down, you know, and and often
so now. And we should start this very early. My
mother tried to tell me this when I was in
my twenties. Never pull your skin down when you're putting
on lotion or moisturizer on your face. You always should
stroke up. Everything should go up because gravity, gravity is
(18:12):
taking place. And but it's okay. All of those things,
the wrinkles, the cell you like, all those things. I
work hard at trying to keep them at bay. But
you know, it depends on what you eat, how you exercise.
You got to do more things as we get older,
and it makes us feel better. Keep clarity, you know.
I you know, Rashan, most of the things that I've
(18:34):
accomplished in my life, I've done them over fifty and
so and I had to look at that. And so
the latter days are my greater days, you know, and
right now my goal is in creating this brand to
one day if my children want to sell it, that
I create generational wealth and that you know, and that
(18:58):
they remember my name, grandkids, grandkids, that they remember how
this all started.
Speaker 1 (19:04):
Cool. I want to I know the running out of
the time on your interview, but I wanted to. It
was a couple of things. I want to make sure
the audience.
Speaker 3 (19:09):
First of all, that was very motivational and very encouraging,
because you know, you have to know who you're talking to.
I remember a long time ago. You know, sometimes people say,
you know, you shouldn't narrow your audience, you know, and
you know, Steve Harwy's made a lot of money, you know,
being a guy who with black people. Black people, yeah,
(19:31):
because the family few, but his base was black. Okay,
Stephen A. Smith on first take. Half his audience on
first take is black, because you got to have a base.
Speaker 4 (19:43):
You know.
Speaker 3 (19:44):
Or the President Obama, he won the election because of
a black base. You know, he fouled an audience, supported
that audience, and an audience elected him to two terms
as president. And so what you're saying is, okay, identify
your customer. It's all right if they're blacks, it's okay.
(20:05):
You're not saying, hey, you can't buy my product, but
you better, you know how that much money focus on
who will buy your product and make sure they become
aware of the product. I remember, I remember, like I said,
you do comedy concerts, and you know I did Death
Comedy Jam and Deaf Johny Comedy Dam came out there,
and you know, you know, boom, black black comedy shows
(20:26):
were the rage. You know, it was an audience out
there that knew nothing about boy they could be entertained.
But suddenly three thousand seats, ten thousand seed, fifty thousand
seats were being sold by the Kings of Comedy, which
started Bernie mag And Dale Huglan cedric entertainer Steve Harvey.
Speaker 1 (20:43):
So there's an.
Speaker 3 (20:43):
Audience out there and you have to go find it,
you have to market to it. And that's what she's
saying with I know, she's identified her audience and you
cannot say, oh, I don't know, I don't want nobody
talk bad about me. Okay, okay, now, okay, there is
rock and roll, and there's R and B, and there's jazz. Yeah,
(21:05):
their market out there for everybody, even in music. You
can continue right quick.
Speaker 4 (21:10):
You know, we have to understand. I have a tagline.
I do a trade show and it's for black women
in DC, one of the largest beauty trade shows, Beauty,
Wellness and Health in DC. And I developed the tagline
the power of us if we only knew and really
(21:30):
develop that and build it and stop thinking to be
the only one and just understand our power, our buying power.
Look what Rosa Park did when they would not let
her get that is such a great case study and
for us to never forget that when they start walking,
(21:52):
we gave each other rides. It's economics. It's all about
the dollar. And I really it's all about recreating black
wall streets. And it's not anti anyone, you know. I
think about the Jewish when they wouldn't What are their
schools in their hospitals? What did they do? They built
(22:14):
their own right, And so we have to take a
look at that and mimic some of those success behavior.
And so for me, this is not just about me,
well it is.
Speaker 3 (22:29):
It has to start with you. And it started being
inspired by your late mother on the reil. Yes, you know,
I can't take away your credit. I can't take away
your credit because you know, you know some you know
Martin Luther King.
Speaker 1 (22:43):
Led us.
Speaker 3 (22:44):
Sure there's a lot of people follow us, and sure
there's a lot of people in it, but you are
a leader, Jermaine, and I can't take that away from you.
And this I know brand. You know, it's really one
of the more interesting conversations I've had because we're talking
about a skincare product that it really is more than
just about skin. It's about it's about age, it's about discrimination,
(23:07):
it's about uh, it's about racial quality, it's about racial love,
it's about being that identifying your market.
Speaker 4 (23:14):
And with Shan talk about it more because look at
Lin Winsfield Angel the set. These women are Viola Davis
as well. She's not no, she's from fifty. They're showing
how it's done. Look at their arms, but you can
I yeah, they're they're built, they're keeping them Discovery amazing. Yeah,
(23:35):
But I know skincare dot Com and an understanding hashtag
real age. Be proud of where you are and if
you don't like it, then do something about it. What
you're seeing that and do something about it, and you
can get that glow with I know skincare well.
Speaker 3 (23:53):
Her name is Jermaine Bold's left forge and she is Bold.
I'm telling you right now again, thank you for coming
on Money Making Conversation, Master Glass. I appreciate you, Jamaine.
Speaker 4 (24:01):
Thank you what you're doing. We appreciate you. Shawn, keep
it up.
Speaker 6 (24:08):
Thank you for joining us for this edition of Money
Making Conversations Masterclass. Money Making Conversations Masterclass with rough Shan
McDonald is produced by thirty eight to fifteen Media Inc.
More information about thirty eight fifteen Media Inc. Is available
at thirty eight to fifteen media dot com. And always
remember to lead with your gifts.
Speaker 9 (24:31):
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The My HBCU Story Digital Library will allow current HBCU
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Speaker 1 (25:00):
A car
Welcome to money Making Conversations.
Speaker 2 (00:06):
It's to show that she is the secrets of success
experience firsthand by marketing and Brandon expert Rashan McDonald. I
will know he's giving me advice on many occasions. In
the case she didn't notice, I'm not broke. You know,
he'll be interviewing celebrity CEOs and entrepreneurs and industry decision
make because it's what he likes to do.
Speaker 1 (00:22):
It's what he likes to share.
Speaker 2 (00:24):
Now it's time to hear from my man, Rashan McDonald
money Making Conversations.
Speaker 1 (00:28):
Here we come.
Speaker 3 (00:30):
I guess as Jermaine Bowles Lethridge. She's the founder of
I Know Skincare. Her travelazing spirit and commitment to excellence
continues to inspire, shining as a radiant beacon with I
Know Skin tear treatment solutions.
Speaker 1 (00:43):
It was inspired Brahma. You know.
Speaker 3 (00:45):
The inspiration compisable from somewhere and it's her late mother
who inspired this. Their goal is to create a community
and embraces and support the movement of hashtag real age.
I've never subscribed to the marketing concept of anti agent.
Speaker 1 (00:57):
That's what she says.
Speaker 3 (00:57):
It's anti means to go against it. If you're anti agent,
you're not evolving and no longer existing.
Speaker 1 (01:04):
Charlene theorem.
Speaker 3 (01:05):
The actress had a big story about that recently, when
people was talking about she.
Speaker 1 (01:09):
Was aging, she said, I'm getting old. Dealing with it.
I'm getting old. Okay.
Speaker 3 (01:13):
The pro agent means moving forward and embracing their journey. Please,
welcome to the Money Making Conversations Master Class. Jermaine Bow's Letharige.
Speaker 4 (01:20):
How you doing, I'm wonderful. How are you?
Speaker 1 (01:23):
Yeah?
Speaker 3 (01:23):
It was perfect timing because I was you know, you know,
I always served the internet and I came across this
article with Charlene and one of my favorite actresses out there.
You know, she has a serious movie on Netflix I
watched over and over called Old Guard because she's very
physical and she can do she's a former model and
she was and people make people accusing her of plastic
(01:45):
surgery and all these things. She would say, Hey, deal
with it. I gotta get old sometimes, okay, sometimes along
the way some people try to try to stop that
through plastic surgery. But in this and I don't. I've
never had plessor. I'm not against anybody who does have
PLESSU surgeon, but you against the pro talk of anti aging, correct, I.
Speaker 4 (02:08):
Totally am, because that's an unachievable objective. If you know,
really every day that God allows you to wake up,
you're getting older. And so when you have that kind
of mindset, that's when depression sets in, right, that's when
you start living because you can't achieve that objective. It's
(02:30):
not sustainable. You know, however you choose to. You know,
if you want to do both talks, if you want
to do those things, that's fine, but still know you're
still aging. And you know we got a change it
with Sean. It's a privilege to get older, and I'm great.
Speaker 1 (02:49):
I'm great opportism, Jamaine. It's hard though. Society.
Speaker 3 (02:54):
It's a society pushing that the youth in front of
you because they know that's how they make money if
they if they can come vish you that you can
look younger by wearing you know what is the little
skim type clothes and keep your quote unquote in shape
or or or plastic surgery or or or that little
And I'm telling you, I'm always tempted. I'm tell you something,
(03:16):
and I'm not a vain person at all, but boy,
I'll be looking at them them them late night commercial
when they talked about tipening up them wrinkles under your eyes,
I'll be so tempted.
Speaker 1 (03:25):
I'd be so.
Speaker 4 (03:31):
And it's fine, but you still have to be really realistic, right,
you're still and what happens is and that's why I
am really leading this band with people understanding that the
wind happens in the fourth quarter and you can do
well up until your forty, but it's how you accept
(03:54):
this aging process will determine how you leave out of
here and its society t advertisers. Everybody wants that twenty
five to fifty four and the hecky with everybody else,
But if they really look at you know, I just
came back from Martha's Vineyard and the demographics there is
(04:16):
the more mature forty in up right, and we're spending
a lot of money. We want what we want, We're
drinking the finest of wines, and we will spend money
for the things we desire. They are missing a boatload
of money because I'm not spending my money with anybody
that's going to advertise a young girl with her short
(04:39):
dress on. I'm not gonna look at your site. So
you're missing that, you know, they got to understand this
Auntie for lot.
Speaker 3 (04:48):
So you're saying, so you're saying that advertisers because my
guests owned several weeks ago, and I was saying, Wow,
it's just so many people over sixty five walking around.
Then I realized, I'm one of those people. Okay, walk
just walk around. It's so many of us that you know,
you know, I would I would just tell you this, Jermaine,
my mind said, because you know, I don't even think
(05:09):
about age. And so sometimes I've been talking about the
old people. If you're talking about you, Jell, but you
need to look in the mirror. You one of those
old people you're talking about because of the fact that Jamaine,
sometimes it is a mindset. And so so when I
was when I when the opportunity to come on my
show was presented, and you was talking about the anti
agent talk, real age and all that. It is really
(05:31):
what people have to think. If you get caught up
in a number, and that's where people go wrong, get
caught up in a number, that's when you start to lose.
Speaker 4 (05:39):
Am I right, you absolutely are. And I'm a Delta
and we have this thing called Delta Deers and it
starts to sitting and when we had in face meeting,
they were like, well, the Delta deers go up front,
and I was like, oh, the Delta deers get upfront.
You do know, Jermain, you are a Delta deer. But
(06:01):
also because you said but they're in the process of
changing changing that number because you don't reflect a Delta deer.
And so and I always say, I'm going to be
the oldest youngest person in every world, right.
Speaker 3 (06:20):
Right, right, right right, Well, you know, you know the
thing about it is that I'm talking to my girl.
You know, see I had AKA early. Now I got
Delta that so I'm not trying. I didn't book it
like that. I just found out that you know, this
is a you know, Sarargi fraternity show.
Speaker 1 (06:34):
You know what I'm saying.
Speaker 3 (06:35):
But Jermaine, you know, I know skincare treatment. Your late
mom inspired this. Tell us about what is I know skincare?
Speaker 4 (06:46):
Okay, Well, you know, ra Sean, I've been in the
beauty space for over thirty years, right, helping build a
lot of brands and working with them, Mayel being one,
to Leo Wajid, Kenyon, Kenya more hair kids, and it's
always been my privilege and honor to help other people
realize their dreams and to create legacy wealth for their family,
(07:11):
and in turn, I make my money, you know. I mean,
I'm not doing it for free, but money is not
what I look at first when you operate in excellence
and you really want to see other people when your
money comes. And so I've always wanted to do something
(07:32):
for myself, but I always felt it was a conflict
of interest. How do you push yourself and push others
at the same time. And so I was going through this.
I did some focus groups when I was in my
late forties, trying to get some of my brands to
really look at the importance of this of the baby boomer,
(07:54):
and really no one was really interested in it that much.
A little bit Gary Gardner with as and.
Speaker 1 (08:03):
Marketing space space for for.
Speaker 4 (08:05):
A long time because I was getting older. And what
happened my stylust when, like I said, I was forty nine,
my stylus was spraying something on my hair and I said,
what is that? She said, Paul Mitchell came up with
this product called Younger Looking Hair. I said, really, she
said yeah. They said that the women were complaining that
(08:25):
the product no longer worked. But what they discovered is
it wasn't that the product didn't work, that the consumer
is changing and you know, DHT is hitting the follicle
and thinning the hair out. So they had to now
address this growing customer consumer base, her now her new needs.
(08:49):
And so that really sparked my interest. And so in
just looking, you know, my my prayer every morning is
God give me new visions so that I can always
see the opportunity. And so when my mom was transitioning,
everybody talked that walked into that hospital room. They talked
about how beautiful a skin was. She always told if
(09:13):
you take care of your skin now, to take care
of you later. And so I was in there, I
was like, and it just when you're seeing someone that
you love, you know, leave this earth. It's like, if
I don't do something for myself now, when will I.
I had purchased Amby, and but I didn't start that.
Speaker 3 (09:36):
You know, yeah, I.
Speaker 4 (09:40):
Had already, it was already created, it already had the distribution.
I wanted to start something from its infancy stage, from
the concept and how if I helped other people do it,
could I do it for myself? So when my mom passed.
It was like, oh my god, what I know is
(10:00):
and the name came up for Sean. I'm like, you know,
when you get a certain age, you know what you know?
You know. It's like I know who I don't want
in my space, I know what I shouldn't eat because
I'm a gain that ten pounds. If your whole foundation
is based on your I knows right. And so that's
how the name came up.
Speaker 1 (10:22):
And funny in the way because that's how we know.
Speaker 3 (10:24):
You know, you know, you know, you know, you know right,
And in this situation, I know, I know, I.
Speaker 4 (10:31):
Know if that's affirming, that's affirming, I know that, and
it puts you in a mindset like I am I
know that I'm gonna get non figures from this brand
because it's an market. I know that I'm going to
keep myself healthy that so that you will never be
(10:53):
able to guess my age, you know. So it's a
lot of things that you know. And we have the
dragon fly because in my my lowest point of grief,
the dragonfly just hovered over the hood of my car
and I looked it up and it was saying that
this the dragonfly is born in the water and then
(11:16):
it gets takes flight and becomes the creature of the air.
And if you look at the dragonfly, it's pivoting constantly.
Speaker 1 (11:24):
Get you know, the interesting when you say that.
Speaker 3 (11:27):
The interesting thing when you say that is that you
know it's when you say hovering over, you know, looking
over a transformation with your butter cocoon to a butterfly.
It's always a transformation. That's what your product is about.
But you know the thing about it and that we're
gonna we're gonna go to break because I don't want
to get too extended on this thought process. But it
comes back to accepting you. You know, I know this
(11:52):
is who I am because I'm telling you and anybody
who's listening to me. As you get older, you get questioned,
you get beat up, you get told what you can't do.
They you know, they tell you you're gonna your dreams stop, stop,
stop dreaming.
Speaker 1 (12:07):
You know you can't start a business. You know, you
know they have you.
Speaker 3 (12:10):
Walking around this whole planet, you know, telling you just
keep walking.
Speaker 1 (12:14):
But what you're walking for? What what the walk gonna.
Speaker 3 (12:17):
Do for you? You know? What goals are you allowing me
to have? And I find that I find the I
Know mantra so inspiring. When we come back, We're gonna
continue this conversation because I really want to get into
the whole you know, anti age, the real talk of
what real age is about. Because not only your project
is your product. I say, your product, facial product is motivational,
(12:39):
but it lends itself to how we should look at
life in general. Right back for more Money Making Conversation Masterclass.
Speaker 1 (12:45):
Thank you. This is ra Sean McDonald.
Speaker 5 (12:52):
Programming is made possible in part by support from thirty
eight to fifteen Media, led by Emmy and nuble ACP
Image Award winn television producer Rashaan McDonald. Thirty eight fifteen
Media offers social media management, podcast production, designs logos, and
develops websites. Additional services include brand management and career development
(13:15):
consulting services. More information is available at four seven zero
six eight eight three eight one five or via email
at info at thirty eight fifteen media dot com.
Speaker 1 (13:27):
Keep winning.
Speaker 6 (13:31):
You are now tuned into the Money Making Conversations. Minute
of Inspiration with Rashawn McDonald.
Speaker 7 (13:36):
Grammar Award nominated singer Kiera Sheer Kelly's new book, Big
Bowl and Beautiful Owning the Woman God Made You to
be is a must read as she shares her advice
on body positivity, goal setting, and leading with your gifts.
Speaker 8 (13:50):
Everything should not be taken personally. So I absolutely agree
with you. And if we don't have that understanding, and
if we're always taking things personally, we'll always be responding
to any and everything to where it'll take so much
energy it'll shift our focus off of what we really
should be focused on. And so I have had to
learn that the picture.
Speaker 1 (14:09):
Is bigger than me.
Speaker 8 (14:10):
It's so far beyond one moment, like be a student
at every opportunity you get. But even in the book
I talk about, it's a chapter called making the most
of Every Opportunity.
Speaker 7 (14:21):
If you were to hear this full interview with Kira
shared Kelly, visit money Making Conversations dot com.
Speaker 1 (14:26):
Keep winning.
Speaker 6 (14:30):
Now let's return to Money Making Conversations Masterclass with Rashaan McDonald.
Speaker 3 (14:35):
You know I'm talking to Jermaine. She is a product
called I know, a product of Facial Treatment of treatment brand.
And you know, Jermaine, you got me so fired up
by this anti agent. I'm about to turn around and
go said loud, you're blacking you're proud and I don't
want to like shift while you came to the show.
Speaker 1 (14:52):
One of the show was.
Speaker 3 (14:53):
To introduce your product to my listening brasis because of
the fact that we're so caught up in what is
being offer to us, and it's usually you know, to
the younger generation, and they kind of push us to
the back because they don't think of anybody over fifty
five has buying power as buying powered. All right, and
we but then you turn around and you see the
(15:14):
number of billions of dollars that we're spending. But then
so we're not getting respect, we're not showcased about what
we should consistently be valued as shoppers and consumers. And
so you came up with this product. I know that
it's geared towards my age group audience, male and females.
Speaker 4 (15:33):
Correct, yes, primarily females. But as what has happened is
men can use it absolutely. But when you have limited
marketing dollar, you can't speak to everyone.
Speaker 3 (15:46):
Say that again, stuff right there, A lot of people
need to hear that. Okay, if you can't sell everything
to everybody, even though you got a lot of ideas,
a lot of small businesses make that mistake, pick your poison,
pick your product.
Speaker 4 (16:02):
Yes, absolutely, And for me because my mom is black,
my mom was black, I'm a black woman and that's
surround me. But anybody can use it. A third of
my customers are Caucasian women, and I've had to have
conversations with them. I'm not anti anyone, it's because that
(16:25):
means again to go against I am pro black women.
And the reasoning is that no one has ever really
been intentional about serving us and been in the beauty
space forever. If you look at commercials, they will splatter
a black woman in but it's very obvious who their
(16:46):
target market is. And I'm okay with that because my
Caucasian sisters, they spend a lot of money on skincare.
Our numbers are about five hundred millions. That's in some
people's mind that's a lot, but it's really not. Uh
and so, but black women now are starting more to
take care of themselves. They see the importance of not
(17:08):
being selfish but putting themselves first, and so I wanted
to be very intentional about who I was talking to.
My clinical study was done on black women everything and
people A lot of people don't know this. Our our
Caucasian sisters. They wrinkle, but we sag so a lot
(17:31):
of the ingredients that have been put into the product.
It's all about plumping us up, making sure that our
skin is vibrant, to have that glow and to love
with things.
Speaker 3 (17:43):
I want to make sure you said we we sag?
What what do you mean we say sad?
Speaker 4 (17:49):
The skin starts drooping down, you know, and and often
so now. And we should start this very early. My
mother tried to tell me this when I was in
my twenties. Never pull your skin down when you're putting
on lotion or moisturizer on your face. You always should
stroke up. Everything should go up because gravity, gravity is
(18:12):
taking place. And but it's okay. All of those things,
the wrinkles, the cell you like, all those things. I
work hard at trying to keep them at bay. But
you know, it depends on what you eat, how you exercise.
You got to do more things as we get older,
and it makes us feel better. Keep clarity, you know.
I you know, Rashan, most of the things that I've
(18:34):
accomplished in my life, I've done them over fifty and
so and I had to look at that. And so
the latter days are my greater days, you know, and
right now my goal is in creating this brand to
one day if my children want to sell it, that
I create generational wealth and that you know, and that
(18:58):
they remember my name, grandkids, grandkids, that they remember how
this all started.
Speaker 1 (19:04):
Cool. I want to I know the running out of
the time on your interview, but I wanted to. It
was a couple of things. I want to make sure
the audience.
Speaker 3 (19:09):
First of all, that was very motivational and very encouraging,
because you know, you have to know who you're talking to.
I remember a long time ago. You know, sometimes people say,
you know, you shouldn't narrow your audience, you know, and
you know, Steve Harwy's made a lot of money, you know,
being a guy who with black people. Black people, yeah,
(19:31):
because the family few, but his base was black. Okay,
Stephen A. Smith on first take. Half his audience on
first take is black, because you got to have a base.
Speaker 4 (19:43):
You know.
Speaker 3 (19:44):
Or the President Obama, he won the election because of
a black base. You know, he fouled an audience, supported
that audience, and an audience elected him to two terms
as president. And so what you're saying is, okay, identify
your customer. It's all right if they're blacks, it's okay.
(20:05):
You're not saying, hey, you can't buy my product, but
you better, you know how that much money focus on
who will buy your product and make sure they become
aware of the product. I remember, I remember, like I said,
you do comedy concerts, and you know I did Death
Comedy Jam and Deaf Johny Comedy Dam came out there,
and you know, you know, boom, black black comedy shows
(20:26):
were the rage. You know, it was an audience out
there that knew nothing about boy they could be entertained.
But suddenly three thousand seats, ten thousand seed, fifty thousand
seats were being sold by the Kings of Comedy, which
started Bernie mag And Dale Huglan cedric entertainer Steve Harvey.
Speaker 1 (20:43):
So there's an.
Speaker 3 (20:43):
Audience out there and you have to go find it,
you have to market to it. And that's what she's
saying with I know, she's identified her audience and you
cannot say, oh, I don't know, I don't want nobody
talk bad about me. Okay, okay, now, okay, there is
rock and roll, and there's R and B, and there's jazz. Yeah,
(21:05):
their market out there for everybody, even in music. You
can continue right quick.
Speaker 4 (21:10):
You know, we have to understand. I have a tagline.
I do a trade show and it's for black women
in DC, one of the largest beauty trade shows, Beauty,
Wellness and Health in DC. And I developed the tagline
the power of us if we only knew and really
(21:30):
develop that and build it and stop thinking to be
the only one and just understand our power, our buying power.
Look what Rosa Park did when they would not let
her get that is such a great case study and
for us to never forget that when they start walking,
(21:52):
we gave each other rides. It's economics. It's all about
the dollar. And I really it's all about recreating black
wall streets. And it's not anti anyone, you know. I
think about the Jewish when they wouldn't What are their
schools in their hospitals? What did they do? They built
(22:14):
their own right, And so we have to take a
look at that and mimic some of those success behavior.
And so for me, this is not just about me,
well it is.
Speaker 3 (22:29):
It has to start with you. And it started being
inspired by your late mother on the reil. Yes, you know,
I can't take away your credit. I can't take away
your credit because you know, you know some you know
Martin Luther King.
Speaker 1 (22:43):
Led us.
Speaker 3 (22:44):
Sure there's a lot of people follow us, and sure
there's a lot of people in it, but you are
a leader, Jermaine, and I can't take that away from you.
And this I know brand. You know, it's really one
of the more interesting conversations I've had because we're talking
about a skincare product that it really is more than
just about skin. It's about it's about age, it's about discrimination,
(23:07):
it's about uh, it's about racial quality, it's about racial love,
it's about being that identifying your market.
Speaker 4 (23:14):
And with Shan talk about it more because look at
Lin Winsfield Angel the set. These women are Viola Davis
as well. She's not no, she's from fifty. They're showing
how it's done. Look at their arms, but you can
I yeah, they're they're built, they're keeping them Discovery amazing. Yeah,
(23:35):
But I know skincare dot Com and an understanding hashtag
real age. Be proud of where you are and if
you don't like it, then do something about it. What
you're seeing that and do something about it, and you
can get that glow with I know skincare well.
Speaker 3 (23:53):
Her name is Jermaine Bold's left forge and she is Bold.
I'm telling you right now again, thank you for coming
on Money Making Conversation, Master Glass. I appreciate you, Jamaine.
Speaker 4 (24:01):
Thank you what you're doing. We appreciate you. Shawn, keep
it up.
Speaker 6 (24:08):
Thank you for joining us for this edition of Money
Making Conversations Masterclass. Money Making Conversations Masterclass with rough Shan
McDonald is produced by thirty eight to fifteen Media Inc.
More information about thirty eight fifteen Media Inc. Is available
at thirty eight to fifteen media dot com. And always
remember to lead with your gifts.
Speaker 9 (24:31):
HBCUs represent Black excellence. If you attend or are an
alumnus of an HBCU, we want to hear about your story.
The My HBCU Story Digital Library will allow current HBCU
students and alumni to share their stories. More information is
available at HBCU College Day dot com. You can upload
a photo. The photo can be recent or from when
(24:54):
you attended your HBCU. More information is available at HBCU
College Day dot co.
Speaker 1 (25:00):
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