We had the good fortune of connecting with Penny Newberry and we’ve shared our conversation below.

Hi Penny, what was your thought process behind starting your own business?
I started my own business because I wanted to have freedom – the ability to come and go as I please. Additionally, I wanted to make money while I sleep. Therefore, I started an online business so that I can receive sales at any time, day or night allowing me to reach my goal of making money while I sleep. Furthermore, an online business gives me flexibility so I can adjust my schedule as needed.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
ISLP, The InkSpot, LLC is a creative production company and multicultural creative agency based in Dallas. Founded in 2015 by LoudPen, a multi talented Creative Entrepreneur, we are a proud Black and woman owned business.

We publish books to inspire and empower our readers with informative and entertaining content. We are the publisher of three books: #MakeUrPenLoud: How To Be A Lifestyle Blogger (2015), The Loudest Pen Ever (2018) and The Pen Planner (2021).

Furthermore, we designed Pennies & Pens, collection of organic cotton T-Shirts. Our T-Shirts are made of 100% Organic cotton, certified by GOTS (Global Textile Standard). Organic Cotton is cotton that is produced and certified to organic agricultural standards. Organic Cotton farming does not allow the use of toxic chemicals or GMOs (genetically modified organisms) so it’s better for the planet and your body. Organic Cotton is the softest, most absorbent fiber available. This is why Pennies & Pens T-Shirts are so comfortable!

Lastly, as a multicultural creative agency, we offer styling, photography, branding, public relations, content planning, content strategy, event planning, copywriting and consulting. We specialize in working with multicultural, vegan and sustainable brands. Our clients include Black owned businesses, woman owned businesses, Latino/a owned businesses, LGBTQ+ businesses, vegan restaurants as well as organic + sustainable brands.

As far as how I got to where I am today business-wise, things actually started off really simple. At first, I was just a Lifestyle Blogger. However, in 2015, I self-published my first book #MakeUrPenLoud: How To Be A Lifestyle Blogger and officially launched ISLP, The InkSpot, LLC. I published #MakeUrPenLoud: How To Be A Lifestyle Blogger because I wanted to help others learn how to create unique & original content for a lifestyle blog. I also wanted to monetize my blog and generate consistent revenue for my business.

Over the years, I’ve published 2 more books and designed a collection of organic cotton T-Shirts. Not to mention working with several clients on different projects. That said, no it hasn’t been an easy journey. As a Black woman, I often feel that my race & gender sometimes counts against me as far as people not taking me seriously or being dismissive. Also, the competition amongst other Black/female entrepreneurs is rather high. Online it’s often portrayed as the “community over competition” rhetoric but I’m not sure that’s real. Based on my experiences, it usually feels like people are quicker to size you up and see if you have more than they have rather than show support.

Lessons I’ve learned along the way are to trust my gut and do what works for me. Also, don’t follow the crowd, set your own trends. That’s why I made one of the toughest business decisions I’ve ever made and that was to discontinue use of social media for business & personal use. My accounts are still active but I’ll no longer be posting. I had to take a hard look at where my sales were coming from and they just aren’t coming from social media. And since my current goal is to grow my business, I have to focus on my sales and how I’m converting sales so that I can increase. More sales will lead to my business becoming profitable meaning I’ll be able to cover production & manufacturing costs as well as shipping costs and still have money left over.

What I want the world to know about my brand and story is that we’re not done yet. In fact, we’re just getting started. We still have a ways to go as far as increasing sales and becoming a profitable business. However, I am determined to see this through and I feel more motivated than ever. ISLP will be a leading company that inspires and empowers our audience to ink the life they’ve always wanted.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If a friend was coming to visit, I would take them to Vegan Food House for some Louisiana/Southern inspired vegan comfort food, I’d also take them for ramen at Ichiro Ramen Shop and Oni Ramen, and more vegan comfort food at Spiral Diner. We’d also check out Celestial Beerworks, Deep Ellum Brewery and Four Corners Brewery for some beer. We’d also have some vino at Sixty Vines, Cru Food & Wine Bar (West Village) and Neighborhood Cellar. To hang out, we’d go to the Dallas Museum of Art, African American Museum of Dallas and Crow Collection of Asian Art. We could also check out the Dallas Arboretum. Last, we could go to local records stores like Josey Records and Good Records to check out classic and new music.

Who else deserves some credit and recognition?
I would love to shout out my family. My family inspired me to start a business because there are so many entrepreneurs in my family! My grandfather was a successful entrepreneur and Farmer with over 100 acres of land and my father has had his own business for the past 38 years. Additionally, my Aunt owned a hair salon for years and my cousin has his own business.

Everyday, my family encourages me by supporting me and my business. My family purchases my products and services not to mention checking in with me via phone and text to see how I’m doing. My parents and my cousin are always giving me helpful advice by acting as business mentors. They keep me grounded during these questionable times that have made having a business even more difficult.

Furthermore, I ink the page for my nieces and nephews. I want to show them that they can ink the life they’ve always wanted by having their own business. I want them to know that they are powerful and strong without any limitations.

Website: www.islpdtx.com

Other: www.allpeneverything.com

Image Credits
Image of LoudPen – Photographer Marc Mayes. Image of Pennies & Pens T-Shirts: Models are Shanitta Turner, Justin Collins, Pedro Newell. Photographer Ryleigh Henry.

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