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Exploring Life & Business with Keonia James of Loves Endeavor

Today we’d like to introduce you to Keonia James. 

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I grew up a darker skinned young girl living in the North St. Louis County suburbs and that is where my story begins. I was raised in a diverse neighborhood for a majority of my life and those began my experiences in my skin. I began to realize the difference in treatment of darker-skinned girls and women as well as the association of what it meant to be darker. There was obvious favor portrayed everywhere you looked and growing up in this skin gave me firsthand experience on the impact it had on my own self-confidence and self-love journey. I realized how learning more about myself and growing to love myself impacted everything around me as well as my outcomes in life. During this journey I found myself noticing how we as black people always have to deal with lack of representation in the fashion and beauty industry, which are two of my biggest passions stemming from childhood. I also found myself wanting to be an inspiration to younger women to embrace themselves as they are at a younger age. I thought of ways to do both and after many years my experiences brought me back to fashion. My longing for wanting to see more accessible dark-skinned friendly nudes everywhere helped to spark my idea to launch my brand, Love’s Endeavor, which was named after the overall concept of my purpose for this brand. We decided to address this lack of inclusion when it came to our tone-friendly clothing that is available to flatter us. This lane is for everyone but we will not have to adjust or fit in due to the “standard” imposed criteria of nude tones for melanin skin. We are now here to spread love through our products and services that promote, inclusion, unity, self-love, and positivity. 

I’m sure you wouldn’t say it’s been obstacle-free, but so far would you say the journey has been a fairly smooth road?
The road has been not so smooth. In wanting to represent melanin-friendly tones there was an automatic lack of availability in the variety of basic flesh toned clothing options. We really put ourselves in a position as a brand to limit our available options for inventory at the very beginning. That in itself is something that can hopefully inspire larger clothing manufacturers to acknowledge a missing spectrum. We are choosing to make a point in bringing awareness to these issues in particular. Our brand was established around the basis to not only acknowledge our darker tones but also make products available and accessible. The representation should also not be mistaken for exclusion since it is centered around melanin tones. This is a lane we are creating and pushing so that we do have options available and we do not have to be without or forced into the general “mochas” or “dark deeps” that do no begin to address our true tones. We welcome all to experience our “skin” no matter what your walk of life is. It brings awareness and emphasizes the overall message of spreading love together. 

Appreciate you sharing that. What should we know about Loves Endeavor, LLC?
Love’s Endeavor as a brand is the promotion of true self-love and the journey we go through every day as love. When you are full of so much love you are able to spread love and continue to promote its journey through us all. We promote a lane that flatters the overlooked shades of melanin on the darker spectrum through apparel and services promoting self-love and unity. We specialize in browns/dark-skinned friendly nudes and colors flattering to those tones. We are known for our breakout collection called “LET ME BE”, which launched a powerful statement we continue to use to encourage us all to accept others exactly as they are, free of judgment. This bold statement may be taken different ways but it meant to be just that, a conversation starter. This launch was the introduction to our brand and what we stand for entering a world of established labels. We will focus our offerings to cater to melanin-inspired clothing and embracing ourselves as we are and that is what sets us apart. The concept is to be inclusive by default. Our experience is encouraging the love of the skin you’re in while simultaneously accepting others in the same light by actual representation of skin through tone-based items offered and available. In establishing this brand, I am most proud of breaking through fear in order to promote an important message rooted from an often avoided conversation on colorism. I feel that I have created a brand with a universal message and concept that any and all people can relate to from all ages and backgrounds. Our brand has the mission of spreading love through our products. We are dedicated to promoting the end of colorism and any and all divisive ideals by breaking through with inclusive messages and clothing. We are breaking the mold and fashion rules to include melanin-friendly tones all year-’round for your closet with variety as well. 

Any big plans?
Love’s Endeavor is continuing our quest to be a household brand name and your stop for all of your browns/nudes tones all year. We are planning for expansion and sharpening our skills behind the scenes to offer hand-made items and even more options for the specific tones you need in your wardrobe. More designs and options will be available, even children’s clothing. We are working towards making closets more representative of those who has never been addressed in the first place. We look forward to being the catalyst for larger conversations around colorism and its impact on the world, even in different cultures. Our message will always revolve the spread of love, positivity, and unity. 


  • “LET ME BE” Short-Sleeved Unisex T-Shirt – $20
  • “LET ME BE” Unisex Hoodie – $40
  • “LET ME BE” Dog Shirt – $18
  • “LET ME BE” Face Mask – $7
  • “SKIN” One Shoulder Romper – $25

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