Applying military precision to culinary expertise, Kimberly Nichols, founder of Kimmy’s Kreations, has made a name for herself on social media and amongst foodies. Her seasonings and drool-worthy dishes have driven her to seek greater success.
Nichols’ bold leap into food and business, matched with successful authorship, has earned her a loyal following (the Kim-Folk have all the beehive vibes, y’all). With over 20,000 copies of her first book sold and 15,000 copies of her second, which was a collaboration with two fellow food enthusiasts, Kimmy’s Kreations is booming.
Aspiring entrepreneurs can find comfort in knowing that State Farm ® agents are there to help new entrepreneurs and existing businesses by working together to provide insurance coverage options. Here’s how Nichols’ experiences, along with her ride-or-die following, the Kim-Folk, have shaped Kimmy’s Kreations and given her all the game when it comes to business and finances.
EBONY: What’s your relationship with cooking that made you confident enough to pursue a business?
Kimberly Nichols: I didn’t really get into [cooking] until I was 18 when I became married with a kid within a year. Cooking, I say loosely because I would make boxed macaroni and cheese, rice—things that I could just throw together, but I wanted to be the mom who could cook and bake cakes and decorate them. That was my goal, and as the years went by, I [became] the friend that fed everybody. I used to feed the whole ship in the Navy. I would bring food and desserts in, and I just kept doing that. I just kept on practicing and trying new things and honestly, a lot of stuff I was doing I was learning while posting on social media.
Was there anything specifically that was hard to overcome while you were building this business?
Being able to get through the comments without reacting. A lot of people do not understand the toll that negative comments can have on people. And my oldest is 13 so he can read the negative comments as well. And getting paid my worth. Black women are top tier but everywhere else they want to give us pennies on the dollar compared to what they would give other creatives. It’s been hard sometimes having to turn down big things, but if you don’t want to give me what I’m worth, I will turn it down.
How were you able to build an online following and business?
I built it by being consistent. I try to improve my content each time I grow a following and post across all platforms because one video might be excellent on one platform and horrible on another. I don’t make the video all done up; I make my videos as I am. They may not be as aesthetically pleasing, but they’re really me in my kitchen. I try to make it like a Facetime call with your homegirl and I keep it simple: I’m making dinner for my kids. I’m also big on engagement. I comment with my followers and sometimes we go back and forth, which makes [my followers] want to comment more.
Can you share some insights on the financial literacy required to start and maintain a successful food business online?
I feel like when it comes to financial literacy, not taking on more than you can chew initially is important. You’ve got to test the waters a bit. It took me a while to understand that it’s okay to get help. You’re gonna make the money [but if] you have to get a business loan or a business credit card, get it. People see the price of what you’re selling, but people don’t see the price to get it to even sell it. I know some people don’t have the money right now to get a team and they might do everything themselves: shipping, packing, and sorting. And that is fine in the beginning, but I say save everything when you are first starting off. Now [in social media], you can make money just by posting a video and I think people should utilize that.
Image: Kimberly Nichols
Is there any desire to acquire any physical presence versus online?
So that is my desire this year, to be in stores. If not this year, at least the beginning of next year. A lot of my followers don’t trust buying things online, and I completely understand the convenience of going food shopping and just grabbing seasoning there.
Do you consider expanding beyond selling just your seasonings?
I want everything—multiple seasonings, salt-free…multi-purpose seasoning, [and then I want] pots, pans and towels! I want to be like Tabitha Brown and Martha Stewart.
What advice do you have for aspiring chefs looking to start their own business?
I have a few protégés right now, and I always tell them they have to build their communities first. People don’t trust a lot of online [companies]. I was posting free recipes for years before I dropped a book and before I dropped a seasoning. My followers and my supporters use my recipes and since they know that it’s good, they go ahead and buy it. So, I built that connection first before pushing the product.
