Kiara Imani Williams is showing that a business setback does not have to define the future. The LikeU Cards co-founder recently opened up about being dropped by Target. She also discussed the backlash that followed and the lessons she gained from it.
Williams shared her story during the latest episode of Mompreneurs. The conversation covered entrepreneurship, motherhood, retail, social media pressure, and personal growth.
Her experience offers a different view of success. Williams now believes entrepreneurs do not need to chase every milestone at once. Instead, she is choosing purpose, family, authenticity, and peace while still pursuing her goals.
Kiara Williams Turned Target’s Rejection Into a Lesson in Business Growth
Target dropped LikeU Cards in 2025 after the retailer moved away from supporting DEI initiatives. Williams publicly shared the news through a TikTok video.
She said the decision also affected other Black vendors. Williams encouraged customers to support LikeU Cards directly through its website. The video quickly went viral and brought intense attention to her business.
However, the attention also created serious challenges. Williams said the online debate became difficult and deeply personal. She faced criticism aimed at both her business and her personally.
LikeU Cards Founder Faced Backlash After Speaking Out
Williams recalled that the situation created conflict within the Black community. Some people attacked her business and questioned her personally.
“There was a lot of fighting inside the community,” Williams said.
She described the experience as difficult to handle. Eventually, however, she found support from people who connected with her message and her approach.
Williams said the experience taught her the value of authenticity. She believes entrepreneurs can attract the right community by showing up honestly.
“If you’re showing up as the most authentic real version of yourself, you will find your tribe.”
That support became one of the biggest lessons from the experience. Williams said she remains grateful for the community that stood behind her.
Legal Background Helped Kiara Williams Build LikeU Cards
Williams launched LikeU Cards with two friends in 2020. The company was created to help people have more meaningful conversations.
The cards became especially relevant during the pandemic. Social distancing made everyday conversations harder for many people. LikeU Cards offered prompts that encouraged curiosity and deeper conversations.
Williams also brought her legal experience into the business. She works as an entertainment attorney and used that knowledge to prepare the company for retail opportunities.
“Having an idea of the way things work behind the scenes helped me make sure we were not cutting corners.”
Her preparation helped LikeU Cards enter several national retail stores quickly. Williams said the company had its documentation ready from the beginning.
That included important business documents such as insurance, trademark records, and diversity certification. Her legal background helped her understand what major retailers required.
Kiara Williams Rejects the Pressure to Do Everything
Williams is also challenging the idea that successful mothers must handle every role at once. She is a mother, attorney, author, and entrepreneur.
She shares her family life with her three-year-old son, River Reign. Yet she does not believe every role needs equal attention every day.
“I don’t wear every hat at the same time. It depends on the day of the week.”
Williams said she has learned to give different parts of her life attention at different times. That mindset has helped her step away from the pressure of doing everything.
Her message is especially relevant to mompreneurs. She wants women to understand that ambition does not require constant exhaustion.
Black Mompreneur Says Success Does Not Have to Be a Race
Williams also reflected on how her definition of success has changed. She spent much of her twenties chasing promotions, awards, recognition, and other milestones.
At one point, she connected her personal worth to her achievements. Over time, however, she began questioning that approach.
“With my goals and my dreams, I’m very gentle and compassionate with myself.”
Williams still has major goals for her future. The difference is that she no longer puts the same pressure on herself to reach them.
She has also embraced being present. Time with family, friends, and her son now holds greater meaning for her.
Letting Go of Hustle Culture Helped Kiara Williams Move Forward
Williams said surrender has played an important role in her new approach to success. She has learned to slow down and appreciate ordinary moments.
Taking walks, spending time with loved ones, and enjoying time with her son have become meaningful parts of her life. She believes this sense of peace has not limited her ambition.
Instead, she said letting go has brought unexpected growth.
“That level of comfort and joy and surrender has actually led to more increase.”
Her story offers a powerful lesson for entrepreneurs facing setbacks. A business rejection can hurt, but it does not have to end the journey.
For Williams, the Target experience exposed her to criticism and pressure. It also helped her discover stronger community support and a healthier definition of success.
As she continues building LikeU Cards, Williams is choosing a softer approach to ambition. She remains focused on her goals while making room for family, joy, and personal growth.
Her journey shows that success can take different forms. Sometimes, moving forward means working harder. Other times, it means knowing when to slow down and let go.
