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Founder's Letter: Why Diarrha N’Diaye’s Move To SKIMS Feels Like A Win For All Of Us

Like many of you, I have a complicated relationship with failure. I know that failing to get a job in mainstream media led me to create Black Ballad. Like some of you reading this, I fear failure and feel embarrassed when I do fail. I also feel a pressure not to fail as a woman, but especially as a black woman, because we are rarely given second chances.

Sometimes, when others fail, it can evoke admiration, because I know they tried something many people could never have dreamed of. Yet failure can also stir resentment. When the most privileged in society fail, they are met with a safety net that black women are simply not afforded. Society’s most privileged are allowed to fail forward, particularly in their careers. They can make reckless business decisions or falter in the corporate world, yet somehow land on their feet as if nothing happened. In fact, I’ll take that back — they can even be rewarded for failing, even when their mistakes affect others.

That’s why I had to write about Diarrha N'Diaye, founder of Ami Colé, being appointed as the new Vice President of SKIMS Beauty and Fragrance. I am genuinely pleased, because it is wonderful to see a black woman land on her feet after a setback. It’s even more powerful to see a black woman publicly say something didn’t work and still find success. The truth is, the salary she’ll earn at SKIMS will probably exceed what she made as a founder, and she won’t have to carry the immense pressures that come with entrepreneurship.

I know some may ask how she could work for Kim Kardashian — a white woman who has repeatedly used and abused black culture, and borrowed from black womanhood to advance her career. I understand that critique. However, we might be overlooking something important: she will also be working with another black woman, Emma Grede. We often say that when black people reach positions of power, they should reach back to lift others, and perhaps that is what has happened here. While we may never know exactly how this opportunity came about, it’s possible that Emma Grede, a black woman who has spoken openly about using Ami Colé products, invited Diarrha onto her podcast to share her story, and is a founding partner at SKIMS may played a role in this decision.

Diarrha N’Diaye
Diarrha N’Diaye

Regardless of who had the final say, it is refreshing to see a black woman fail, fail publicly, and have her next step be a major win. Many of us fear failure not only because of how it makes us feel, but because it might close the door for another black woman who needs a chance. This pressure to be perfect, to never get it wrong, often holds us back from taking risks and creates a heavy mental load that we struggle to carry.

You and I know that success, accolades, and achievements are not just personal victories. They are moments that we hope can rewrite the unfair narrative that we are less capable than our counterparts. So when it goes wrong, we can worry how a black person’s misstep can shut the door on our dreams. So Diarrha’s move to SKIMS feels like win. As black women we deserve to land on out feet. Our talents deserve to find a home, new opportunities and new chapters if something didn’t work out. Diarrha is a reminder that as black women it is fine to fail and fail publicly. She is also a reminder that failure isn’t the end.