I couldn’t close out black history month without highlighting black women greatness here on campus. Introducing San Antonio native, Diamond Jefferson!
Who is Diamond?
Shes a multifaceted student junior majoring in accounting, the one and only Her Campus UH Marketing Director. If you thought it stopped there, you’re wrong, she is the owner and founder of Nolani.Co., as well a younger sister inspired by big sis to start her own business. I was fortunate enough to interview a bubbly warm spirit hosted in the powerhouse named Diamond Jefferson.
The beginning
“What made you start Nolani.Co?”
She first started off her entrepreneur journey with a clothing brand. The plan to switch courses appeared after the logistics of managing a clothing brand became overwhelming. Diamond struggled with carrying clothes as well as setting up items alone at vendor events. Dealing with all the logistics was tough as a freshman new to Houston.
Selling jewelry entered her birds eye view after hearing family and friends raved over her stainless steel jewelry. Diamond was unaware her new venture was in close proximity since the beginning. She began researching her jewelry to gain additional knowledge. Once she changed her focus to jewelry, a new business name was the next step. Diamond used Google to find names. She saw Nolan and decided to add “I” to make the name more feminine. The “.Co” is a manifestation for when Nolani.Co becomes a multimillion-dollar company with a team behind the successful brand.
Experince at a pwi
“What has your experience been as a black entrepreneur at a PWI”?
“Honestly its been difficult, its not all bad. But there was definitely challenges when I first started that has gotten better now that I’m a junior,” she continued. “I know we have the number one entrepreneurship program in the nation, but I still feel like we’re missing a lot of spaces for students to actually put their business out there physically on campus with out having to enter programs; be selected having to go through this hard thing of entering a space where [that] can happen.”
“There should definitely be a resource on campus where its not so hard to start a business of different background,” she further stated. “I don’t think there’s a space for student entrepreneurs who want to directly sell to students on campus, and I don’t think there are places where you can just go to have resources.”
The lack of resources makes it harder for entrepreneurs to seek mentorship and advice. “Just the first steps of starting a business. There definitely isn’t enough resources here for that. Personally thats what I think”.
Diamond previously tried putting up flyers on campus, however, they were continuously ripped down. No matter if or when someone tries to put you down, continue to bet on yourself. Diamond continued to put up flyers around campus and eventually gained traction to her business.
The lack in diversity was severely highlighted when locating vendors for “Her Market.” Although Her market isn’t only for black students, she wanted to consider and highlight black owned businesses on campus.
She is just now being able to sell on campus, saying it took her two years to get accepted into the UH Makers Market. “I applied my freshman year and that’s the event that I do every fourth wednesday on campus at Butler plaza for free. Maker Market is one of the few things UH provides for the community and students to sell and enjoy the atmosphere for free.” In business, we all know when there isn’t an opportunity, you make one. Diamond takes that head on, “I’ve asked can you make this possible, can you make a space for me to popup? People have been more open to doing it”.
The meaning of entrepreneurship
“What does it mean to you to be an entrepreneur as a black woman?”
“Being an entrepreneur definitely means taking risks. Doing things on your own accord; on your own time; on your own plan. Well I’m not really on my own time, I am really on Nolani.Co’s time because my business consumes a lot, so it really means dedicating a portion of your life to your business; to your hustle. She continues, “and If It’s a passion then you know you will get burnt out… it’s something you’re going to want to keep doing constantly.” Diamond then goes on to say, “I believe being an entrepreneur is the best thing you can do,” expressing it’s liberating to go on the journey of work for yourself and building on an idea of your own that creates financial stability and community rapport.
“I definitely feel like its a passion for something or passion for a solution.” No matter how deep your passion might be for the market you want to tap into, you have to stay committed to the hustle & grind.
Risks
“What has been your biggest risk?”
“What risk haven’t I taken!? Since moving to Houston, there’s been a big difference in vendor fees that I have to pay compared to San Antonio, and that’s a risk in itself. I mean to pop up here in Houston, it’s $250 or more.” Her Biggest risk was at an event saying, “when Cowboy Carter was around, and Beyonce was just about to come, I did an event that was marketed around a Cowboy Carter theme that was a pop-up at the white oak music hall. I think the fee was $275 or near $300, and that’s the most I ever paid for a market,” she continued. “You took the $300, now I got zero… It did pay off in the end. I did make my money back, but sometimes making your money back isn’t enough.”
For a young small business owner, making and spending the money needed to keep the business afloat depends on very few people; for Diamond, it’s all in her. Making back the dollar amount spent = no profit. The risk lies in personal vs business necessities such as gas, her time, food, or inventory (beads, charms, chains, etc.).
She must constantly decide and “guess” if a market charging $100 will be worth it versus a free market without knowing how much foot traffic there will be at these events. As she stated, “It’s always a risk every time you pay for a market like that.”
She recounts when she paid $75 for a market, yet didn’t make any money. “People think it’s all unicorns and rainbows. You’re making this much in sales, but all of that money isn’t going to my pocket; it’s going to my business, and I am reinvesting. So every day I’m taking a risk. Honestly, that’s just how it gotta be so I can grow.”
Set backs
“Any setbacks?”
“Setbacks with growing experiences. I’ve been trying to connect to the Houston community, and a lot of those times I’m just doing markets.” A struggle of hers is that being new to Houston meant she didn’t know where to go or who to look to when attending vendor events. In a big city like Houston, each part of town has a specific vibe that pulls in a certain crowd. In Diamond’s experience, attending multiple markets in a space without her target audience wasn’t profitable. Not only was it not profitable, but no new connections were made in a fruitless market. “A lot of the time, my setbacks are expensive.” After three years in Houston, Diamond is just now finding her crowd.
FINANCES as a college student
“Most college students struggle financially. How do you overcome that?”
“Even though I’m an accounting major I still have trouble separating Nolani.Co’s money and Diamond’s money.” As she’s learning to take accountability and manage her finances she created a rule: for every sale, 20% taxes 20% business savings 20% inventory 40% personal finances. I know this might sound good… but there’s a time when all the money she makes is used to book markets throughout the month or buying new inventory sooner than expected.
“Recently, I just opened my charm bar majority of the money I made from my past markets literally went into making sure I had the charms, the bracelets, the displays, etc. So, honestly, I am still currently learning how to manage.”
She continued to share that she’s learning how to balance days where she has a large profit along with days where the profit isn’t as favorable. She’s taking balancing her finances seriously, where she hopes to gain skills in balancing her profits.
Balance
“How do you balance being an entrepreneur & full-time student?”
“Asynchronous classes, when you can do it. I try to take as many online classes as I can.” During semesters where online classes aren’t attainable, she adjusts her schedule to focus on her priorities. “If you’re not taking care of yourself first its going to reflect on your business. I learned that the hard way through burnout.” Diamond separates her time with her main focus being school and self-care. After school and her personal life are taken care of Nolani.Co is her focus.
Just like any successful businesswoman, Diamond organizes her schedule as she books markets two months in advance. With classes and orgs scheduled two weeks in advance, her monthly schedule is set. Marking her calendar with family, friends, and self-care days greatly assists with booking markets.
Diamond shared that she knows when to prioritize personal events versus markets.
Measuring success
“What is your definition of being a successful BLKW?
“In my eyes, what I would envision myself as a successful black woman is somebody who has passive income, educated obviously with a degree able to freely travel and cater to her family and really doing all the goals that she wants for her life.”
Diamond is working towards her dream lifestyle of travel, being able to freely spend money, while supporting family and friends. Leading to a stress-free life.
Support system
“What is your support system like?”
“Okay, it’s actually insane because both of my parents are business owners: my dad has a thrift store back home in San Antonio, and that’s kind of where I’ve got the hustle from. My sister’s a business owner as well, so my whole family runs a business. The whole family is just a bunch of entrepreneurs, so they understand where I’m coming from.”
At the beginning of her entrepreneur journey, when she did not have a set product to sell her parents supported her financially. Despite the fact, Nolani.Co is setting the standard for student-owned business. Diamond’s family continues to help financially. Recently, she opened a charm bar where her parents bought new displays. She notes her sister also helps financially.
“My sister was actually the initial reason why I started a business. She helped me with everything. She paid for the inventory that I needed, all that to get me started.” Her support system has gone above and beyond to ensure her success. She recounts a market hosted at Chase Towers during a storm that ruined her tent and displays, which are her 2 biggest necessities. Blessed, as Diamond likes to call it, her dad came to rescue, replacing ruined items from that day. “It’s stuff like that, it really does help. It may seem small, but it really helps me and my business, less stress.” Not only does her sister do pop-ups with her, but her parents also assist with set up and showing up at markets.
“My friends are an amazing support system, like I could not ask for better friends at all.” She is also blessed with friends who are willing to promote her business, assist with set up & break down, even when she needs to step away from her table, a friend steps in until her return. “It’s a blessing because without them, it would be a much harder process being a student entrepreneur. I’m very fortunate and blessed to have the support system that I do because it’s draining doing everything by yourself and it’s a lot to being entrepreneur.”
Goals
“What are your goals for the future?”
In 2026, she is working towards Nolani.Co reaching six-figures in sales as she done in the past. “I want to connect with the Houston community more; that’s one of my biggest goals. I’ve been trying to make sure I put myself out there in Houston as much as I can.” She expressed the importance of meeting face-to-face, especially since we are in a digital age with many young adults opting out of in-person meetings. She understands that when building a brand, it’s important to put a face to the company.
“I want to create spaces for student entrepreneurs, but also black student entrepreneurs.” In addition to her involvement in UH Red Labs. Overall, she is determined to help her peers reach more momentum. “I’ve been trying to, you know, make sure I put myself out there as much as I can to connect with the Houston Community and create space for black entrepreneurs.”
Advice
“Any advice for young girls wanting to own a business?”
“I would say definitely start with the business plan but don’t think too much into it just do it because a lot of the times you get stuck up on what if’s or Perfection or having to fix all these things before you start and at that point you never even start the business so go for it put yourself out there do as much as you can while still keeping your health in mind.” Once again, she wants young ladies to understand the importance of making connections. “A lot of people that I’ve met have gotten me into different markets, into different doors, and now I’m being invited to markets, and I don’t really have to look for markets.” Diamond conveys how emailing individuals can build your network, so one day you’re the one being invited to events.
Dedication to man that started it all
To Mr.Jefferson, you have raised a courageous young lady. In my previous experiences with Diamond, her nurturing spirit shines bright. The kindness she exudes is one of her greatest business assets, thanks to you. Diamonds, hustle, confidence, and support come from watching a great entrepreneur.
Mr. Jefferson owns a thrift shop in San Antonio, TX: “Jefferson Goods”. Jefferson Goods has everything you need for a great deal, from furniture to kitchen appliances.
To see more of Diamond’s success, follow our instagram. Coming up soon, as mentioned, her very own market: “Her Market” on March 11th.
Click here for more articles about UH black women entrepreneurs.