Black Russian Label: Fashioning Success

Published: 08/15/2025

Drawing from the culture and textures of her homeland of Accra, Ghana, and her Nigerian and Russian heritage, Joanna de’Shay founded Black Russian Label (BRL) in 2013. The brand designs upscale clothing for the global, chic woman who is empowered by her individual style and unafraid to make a statement. Based in Greater Phoenix, de’Shay is redefining representation in the apparel industry and proving that fashion can be a vehicle for both expression and generational success.

After more than 15 years in corporate America, de’Shay made the bold decision to leave behind a steady career to pursue her fashion dream. Armed with an MFA in fashion design and a master’s in management, she has built a purpose-filled life and brand—finding success on her own terms while elevating Arizona’s multicultural fashion scene.

Financial Literacy as a Foundation for Growth

For de’Shay, financial literacy is a business skill just as much as it is a survival tool. “My deep understanding of financial literacy has been critical to navigating intentional growth and supporting sustainable expansion,” she shared.

In a competitive fashion market, where trends shift rapidly and production costs can spiral, she has leveraged her business background to master costing, budgeting and cash flow management. This discipline has allowed BRL to invest in diverse collections, partner with local seamstresses and manufacturers, and deliver timely designs without sacrificing financial health.

Her approach is strategic: every investment must yield a tangible return, whether through brand growth or client acquisition. But while disciplined financial management has helped BRL grow steadily, de’Shay points out that limited access to credit remains a hurdle for many minority-owned businesses. “Expanding the availability of credit would not only accelerate our growth but also allow us to scale with greater impact and confidence,” she said.

Building Intergenerational Wealth Through Fashion

From the start, de’Shay designed BRL as a fashion brand and a vehicle for economic empowerment. “Black Russian Label was founded not only as a creative endeavor but as a purposeful vehicle for building intergenerational wealth, beginning with my two sons and extending to others in underrepresented communities who dare to dream beyond perceived limitations.”

In Phoenix, where minority representation in fashion and retail is still disproportionately low, BRL aims to be both a legacy and a blueprint. de’Shay sees her brand as a model for how creative entrepreneurship can create lasting wealth that benefits families and communities for generations. Through mentorship, visibility, and community engagement, she hopes to inspire others to take ownership of their creative futures.

Tapping Into Local Resources

A key part of BRL’s growth has come from state and local programs designed to empower minority-owned businesses, and de’Shay credits her experience with the Social Economic Equity for Minority Enterprises (SEE ME) program as one of the most transformative in her journey.

SEE ME, part of the Black Philanthropy Initiative’s social justice project, provided BRL with personalized mentorship, financial support and strategic business development resources. “Through structured accountability and measurable benchmarks, I gained valuable insights into scaling  BRL sustainably while staying true to the brand’s vision,” de’Shay shared.

Additionally, the Tempe BIPOC Manufacturing Grant helped BRL expand its production capabilities and bring innovation into its manufacturing process. These initiatives, alongside a peer network of like-minded entrepreneurs, have not only strengthened the brand’s foundation but also reinforced de’Shay’s belief that community building is vital to long-term success.

Joanna’s story underscores how access to knowledge, capital and mentorship can transform a small creative venture into a lasting economic engine. As Greater Phoenix continues to nurture diverse entrepreneurship through partnerships like that between the Greater Phoenix Economic Council and State of Black Arizona, more businesses like BRL will have the opportunity to weave their own legacy—one that’s rooted in cultural pride, sustained by sound business practices, and built to last for generations.

To learn more about de’Shay and Black Russian Label, visit the brand’s LinkedIn, Instagram and Facebook.