How ABJ Collective Founder Jade Dennis Channeled a Passion for Self-Care

Self-care can often feel like a catch-all term we hear over and over, something sold to us in the form of serums, bubble baths, and expensive vacations.

But for ABJ Collective founder Jade Dennis, self-care means more. It means community and finding our individual healing through shared experiences. This is the founding principle of this space and the mission that drives Jade to expand online access to self-care resources, ever-changing culture, and opportunities to share unique stories. That said, you may be wondering how we got here and who Jade really is.

So here’s the tea on our Founder!

Where are you from, and what was growing up like for you?

Your hello oh. I’m Jade, a first-generation American, the daughter of West African parents, Liberian, to be exact. As the oldest daughter and granddaughter, I constantly had rice in the rice cooker and always worked in the family business. I gave out samples and told people about the products in our black-owned hair and skincare brand. I developed a passion for cooking very early in life, and to this day, my family always asks me for my Peruvian Chicken and Aji Verde(green sauce)  recipe. From that love of cooking and sharing, I created my first blog to share recipes with people outside my family!

What motivated you to start ABJ collective? 

True enough, myself. As I said, I had dipped my toe into blogging and sharing things online, which was already my passion. Fast forward down the line, during the pandemic's peak, I started therapy and distinctly remember my therapist asking me what I wanted people to know about me. I realized I wanted to share everything important to me, even outside of food, from womanhood to entrepreneurship and self-care, especially for our community. And so, ABJ became a creative outlet and side hustle for me. It was a chance not only to start a business of my own but to create a platform that reflected what I really cared about. 

What does self-care mean to you? Why do you feel it's needed, especially for women and people of color?

It means a lot to me on a personal level. Through therapy, I’ve been able to hone in on my emotions, create a real balance for myself and be decisive about what I want to do without feeling judged. I got to know and love myself on a deeper level and the freedom that comes with saying no and not being a yes gyal! I want that for all the people in my community. I want women and POC to be able to find that for themselves, and the best way I know how to make that happen is to create a community where we share and inspire each other.

It’s Women’s History Month, and you mentioned a passion for womanhood. Who are some women who have inspired you so far?

When I think of women's history month, I think of every woman I talk to, hang out with, learn family traditions, do self-care rituals, sing, and dance with. The women in my family who have raised me and grown with me. From watching, waiting to exhale, and twerking in our kitchen to sharing quiet, intimate moments, they are truly my ride-or-die day ones and the people who fuel me the most, including the one’s aren't with us anymore. God rest their soul, and I’m giving them their flowers every day by taking their spirit with me in the work I do. I’m also just generally inspired by women; from music to education to entrepreneurship, women defy all odds and continue to look amazing doing it. 

Where do you see ABJ a few years from now? What impact do you want to have on your community?

The beauty of the ABJ Brand is that it can go to so many places. There will always be a need for spaces to share with like-minded people who look like us. But even beyond our digital community, a physical safe space in the form of a communal space designed for people of color would be amazing. I imagine people sharing a coworking space, eating and having conversations, listening to live music on Sundays, buying books, essential oils, flowers, you name it. I want to create a space my future kids can see as a safe haven that celebrates caring for ourselves in a world that doesn't always care for us. And yes, I do see myself as someone’s wifey and mommy! But right now, it starts and ends with me!

Want more of Jade’s vibe? Listen to her playlist here curated to uplift and motivate you as it does her! 

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