"May you never feel unwanted, unloved, or hungry." That's the motto of Lillie's of Charleston, a Black-owned family business that makes heritage barbecue sauces, hot sauces, and spice mixes. CEO and co-founder Tracey Richardson said the "special sauce" behind the company is that the flavors emerged from the local Gullah culture—from the people, language, and community of the coastal regions of South Carolina, Georgia, and the surrounding Sea Islands and their African roots. Her company started local but has found a widespread following since joining Amazon's Black Business Accelerator and using Fulfillment by Amazon. In the last year, the company's sales have increased by 156%. Here are Richardson's tips for aspiring business owners: Have a compelling story that brings your brand to life. Richardson differentiated her brand with a compelling story that honors her local roots and family. Develop strong marketing and business plans. Richardson built a following by initially focusing on local buyers and stores, and now she reaches customers nationwide through her partnership with Amazon. Create and protect your brand elements with trademarks. It keeps other companies from infringing on your ideas and reduces the potential for counterfeit.
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