Clothing that inspires? Absolutely! That’s the passion of Johanne Belot as she shares her mission of self-expression, creativity, and heritage across North America. As she continues to champion creativity, we had the opportunity to chat with her and learn more about her brand. Here’s Johanne’s story:
Petrona: Can you share the story behind your clothing brand? What inspired you to start this venture?
Johanne: BeLoud Clothing was born out of my passion for self-expression and inspiration. I launched the brand in 2011, initially creating apparel to connect with people who shared my vision. BeLoud is deeply rooted in my identity as a Black, Haitian, and woman entrepreneur. When I relaunched the brand in June 2020, it was a time of reflection and resilience. The relaunch focused on celebrating Haitian history, particularly the Maroons, who represent strength and freedom. BeLoud Clothing isn’t just apparel—it’s a statement, a reminder of who we are and where we come from.
Petrona: How would you describe your brand’s unique identity and target audience?
Johanne: BeLoud Clothing embodies empowerment, heritage, and creativity. Its unique identity lies in its ability to blend fashion with storytelling, using designs like ‘Neg Maron,’ ‘1804,’ and ‘Resilience’ to celebrate Haitian culture and history. My target audience includes individuals who value self-expression and cultural pride, as well as artists, influencers, and members of the Haitian diaspora. BeLoud appeals to those who want to wear their story and identity boldly.
Petrona: What core values do you want your brand to represent?
Johanne: The core values of BeLoud Clothing are:
• Self-expression: Encouraging people to be themselves confidently.
• Cultural pride: Honoring Haitian heritage and Black excellence.
• Resilience: Reminding wearers of the strength to overcome challenges.
• Community: Building connections and uplifting others through shared stories.
Petrona: What strategies have you found most effective in promoting your brand and reaching new customers?
Johanne: Some of the most effective strategies have been:
• Leveraging social media: Platforms like Instagram help me share stories and connect with customers. My ‘sneakerlovinteacha’ page also helps cross-promote BeLoud Clothing by showcasing my journey and the brand’s message.
• Collaborating with influencers: Artists and influencers in the Haitian music industry have supported and worn BeLoud Clothing, expanding its visibility.
• Telling a story through designs: Highlighting collections like ‘Neg Maron’ and ‘1804,’ which resonate with people personally and culturally, has created a deeper connection with my audience.
• Customer loyalty: Many customers have supported me since 2011, and their word-of-mouth endorsements have been invaluable.
Petrona: Can you share a memorable interaction you’ve had with a customer?
Johanne: One memorable interaction was with a customer who had been patiently waiting for her order, which unfortunately never arrived. After she reached out to me, I communicated with her by email, promising to look into the situation. Despite my efforts, I wasn’t able to fulfill her order, so I reimbursed her as a first step. However, I still felt it was important to go beyond that and show her how much I valued her support and understanding.
I decided to gift her a box of BeLoud items, including a garment in her size, as a way to express my gratitude and to make up for the inconvenience. Although I haven’t yet sent the box because the items she originally ordered are still unavailable, I’m committed to fulfilling this promise.
For me, customer service isn’t just about resolving issues—it’s about turning challenges into opportunities to create positive experiences. In this case, the customer was incredibly impressed and happy with how I handled the situation. She appreciated my effort to communicate transparently and find a solution, even when things didn’t go as planned.
This experience reminded me that in business, mistakes are inevitable, but how we respond to them is what truly matters. My goal is always to ensure that every customer feels valued and respected, no matter the circumstances. I want people to know that at BeLoud Clothing, while we’re not perfect, our intentions are always rooted in gratitude for their support.
Petrona: What are your long-term goals for the brand? Where do you see it in the next five to ten years?
Johanne: My long-term goal is to grow BeLoud into a globally recognized brand that not only celebrates Haitian culture but also inspires people worldwide. In five to ten years, I envision collaborating with other designers or organizations to elevate the brand’s message on a global stage.
Beyond recognition, I want BeLoud to leave a legacy that empowers and amplifies the voices of the youth. This brand was built to inspire confidence and encourage self-expression, especially in younger generations who often feel unheard. As my sons step into their 20s during this time, I envision them playing a significant role in shaping BeLoud’s future. Their vision, ideas, and leadership will be key to ensuring that BeLoudremains a brand that speaks to and for the youth, giving them a platform to share their stories and perspectives.
Petrona: Are there any projects or collaborations on the horizon that you’re excited about?
Johanne: Yes, I have an exciting project coming up in 2025, but I can’t share details just yet. Stay tuned—there’s something special in the works!
Petrona: What advice would you give to someone looking to start their clothing brand?
Johanne: Start with a story: A strong brand identity begins with a message or purpose. Know what your brand stands for and who it’s for.
• Be patient and persistent: Building a brand takes time, but staying consistent and passionate about your vision will pay off.
• Learn and adapt: Be open to feedback and willing to learn about design, production, and marketing. The more you grow, the more your brand will too.
• Use social media strategically: Platforms like Instagram are powerful for showcasing your designs and engaging with your audience.
• Stay true to your values: Authenticity will help you stand out and attract loyal customers.
Click for more information on BELOUD Clothing.
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