Jayda Cheaves is no longer focused only on turning social media attention into money. The entrepreneur is building businesses she can own and grow for years.
Her portfolio now includes fashion, beauty and feminine care. She has built Waydamin, Jayda Cheaves Beauty (JCB), Fidele Clothing and Girl Wipes. Now, Cheaves is focused on something bigger than sales. She wants to build lasting wealth and create something her son, Loyal, can inherit.
“Revenue doesn’t mean wealth,” Cheaves told EBONY. “I had to stop operating reactively and start building intentionally.”
That change in mindset has shaped her approach to business. She now pays closer attention to ownership, systems, teams and long-term growth.
Her next chapter is also getting bigger. Cheaves recently signed with major talent agency WME. She hopes the partnership will help her enter new rooms and expand into media and larger business opportunities.
Jayda Cheaves Is Turning Influence Into Business Ownership
Cheaves first learned the power of personal branding as a teenager. At 16, she was already selling clothes and building a connection with her audience.
She did not have a detailed business plan at the time. Instead, she had a strong understanding of her audience and her own personality.
“I wasn’t just selling clothes — I was selling myself, my taste, my energy,” she said.
That connection eventually became the foundation for several businesses. More than a decade later, Cheaves is using that same audience to build products instead of simply promoting other companies.
For her, that difference matters. Promoting another company’s product can generate income. Owning the company can create equity and long-term wealth.
From Revenue to Generational Wealth
One of Cheaves’ biggest business lessons came from looking beyond revenue. She realized that making a lot of money did not automatically mean she was building wealth.
The entrepreneur said she noticed a gap between what her businesses were earning and what she was actually keeping. That realization forced her to change how she operated.
“Revenue is not profit,” she said. “I made a lot of money before I understood what I was actually keeping.”
Now, Cheaves wants stronger systems around her businesses. She is also focused on having the right team and making more intentional decisions.
That lesson is important for aspiring entrepreneurs. Big sales numbers can look impressive. However, profit, equity and ownership can matter more for long-term financial security.
Jayda Cheaves Builds Brands Around Real Needs
Cheaves’ businesses may operate in different industries. Yet, she says they all share one important connection.
They are designed around problems that real women face.
Waydamin connects with fashion and lifestyle. JCB focuses on beauty. Fidele operates in clothing, while Girl Wipes serves feminine care needs.
“Every brand I’ve built solves a real problem for a real woman,” Cheaves said.
Her approach also reflects how she studies her customers. She pays attention to purchases, direct messages and other feedback from her community.
That information helps her understand what customers actually want. As a result, her audience becomes more than a group of followers. It becomes part of her business strategy.
Girl Wipes Shows Her Focus on Untapped Markets
Entering feminine care also taught Cheaves about overlooked opportunities.
She believes women remain underserved in some of the most personal areas of their lives. Girl Wipes gave her a way to address one of those needs.
Cheaves said everyday products can create a deeper relationship with customers. People can develop habits around products they use regularly.
That differs from fashion, where trends can influence purchasing decisions. For Cheaves, both markets have value.
However, she sees everyday products as a chance to build lasting customer loyalty. That strategy fits her larger goal of creating businesses that can survive beyond social media trends.
Jayda Cheaves Took Two Years to Develop JCB
Cheaves has also taken a careful approach with her beauty company. JCB reportedly spent two years in development before reaching the market.
She could have launched sooner. Instead, she chose to spend more time developing the products.
“The shortcut is always the most expensive route,” Cheaves said.
That philosophy also explains why she stays closely involved with JCB. She takes part in formula meetings, shade discussions and packaging reviews.
Her name is attached to the company. Therefore, she sees every product decision as part of her personal reputation.
The next stage could bring even more growth. Cheaves wants to expand into skincare, fragrance and a wider range of shades.
Her New Business Strategy Brings Every Brand Together
Cheaves recently saw the power of her businesses working together. During Juneteenth weekend, her brands came together for a Waydamin and Shopify pop-up in New York City’s SoHo neighborhood.
The three-day experience featured Waydamin, JCB, Girl Wipes and other parts of her growing business portfolio.
For Cheaves, the event showed that the brands could work as one larger ecosystem. A customer could buy from several of her companies while remaining part of the same community.
“I started thinking more about building an ecosystem around her,” she said.
That shift could become an important part of her future strategy. Instead of treating each company separately, Cheaves can build stronger connections between them.
WME Partnership Could Open Bigger Doors
Cheaves’ new partnership with WME also signals a major step forward.
She said she waited until she had built enough leverage before signing with an agency. That allowed her to understand what she needed from the relationship.
“Signing with an agency before you have leverage puts you at their mercy,” Cheaves said.
Now, she wants WME to help her reach opportunities that were previously out of reach. She is especially interested in new partnerships and media opportunities.
Cheaves described her existing businesses as the foundation. She sees WME as a way to help build what comes next.
Black Women and the Growing Push for Ownership
Cheaves also sees her journey as part of a larger change among Black women entrepreneurs.
She believes more Black women are moving away from simply promoting other people’s companies. Instead, they are becoming founders and owners.
“We’re the founders now. We’re the owners,” she said.
That message goes beyond her own success. Cheaves wants younger Black women to understand the importance of equity and ownership.
For her, representation is not enough. She wants to see measurable ownership, business assets and real wealth.
That focus makes her story especially relevant during a time when more Black women are pursuing entrepreneurship. Building a following can open doors, but owning the business can create a stronger financial foundation.
Jayda Cheaves Wants Her Legacy to Outlive Her
Despite her public success, Cheaves says entrepreneurship comes with sacrifices. Being the face of every company means there is rarely a true break from work.
She has also had to give up time, privacy and her need for everyone’s approval.
Social media often shows entrepreneurs celebrating wins. It rarely shows the pressure behind major business decisions.
Cheaves wants people to understand that her success did not happen overnight. Her journey included failure, rebuilding, learning and changing direction.
“People see the result and miss the years of quiet, grinding, failing, pivoting, and rebuilding,” she said.
Her Biggest Goal Is Building Wealth That Lasts
Cheaves’ ultimate goal is now clear. She wants to build wealth that continues growing long after today’s business trends disappear.
Her son, Loyal, is a major part of that vision. She wants to leave him something meaningful to inherit and build upon.
“I want to prove that a Black woman from Savannah who started selling clothes at 16 can build an empire that outlasts her,” she said.
That ambition changes the meaning of her success. It is no longer only about followers, product launches or impressive sales.
Cheaves wants her name to represent ownership, persistence and opportunity. More importantly, she wants her journey to make the road easier for the Black women who follow her.
For Cheaves, the next chapter is not simply about becoming more famous. It is about building something real, valuable and lasting.
