Author: Natasha Decker 

PITCH IT

In a recent conversation with AMAKA, Hella Awkward co-founder Brittane Rowe chatted about all about her growth and balancing both her personal and professional life ahead of judging AMAKA’s first ever PITCH IT! event Thursday, October 17, 6 p.m. BST (1 p.m. EST). The aim of the virtual event is for selected content creators (who responded to Hella Awkward’s brand brief) to pitch their best ideas to Brittane and AMAKA in an exciting online contest. The strongest content idea will be commissioned by Hella Awkward and turned into an exciting branded content partnership between the brand and content creator.

Hella Awkward is a family affair co-run by Brittane, her brother Brandon Rhodes, and his fiancée, Jane Lim. The company’s eponymous card game – its hero product – builds connection between players through questions in four vulnerability-inducing categories: relationships, dating, sex, and “real talk.”

Pandemic Baby, Vulnerability and Meaningful Connections

While the co-founders have previously explained how the card game was birthed amid the 2020 COVID-19 pandemic, Brittane now candidly shares what that time was like for her individually. She describes it as one of soul-searching and strengthening bonds. Feeling the weight of quarantining alone and no longer being able to work her jobs in theater and the food industry, she got even closer with Brandon, and more familiarized with Jane.

“It was a nice way to really connect and not feel as lonely as I was feeling at that time,” she recalled. “And especially figuring out what I was going to do next. That was the biggest thing, because I was in restaurants, I was in theater, and none of that was happening. And I didn't know what was going to happen once quarantine ended or how long quarantine was even going to be. I was also trying to figure out my own personal next steps within my career.”

Vulnerability is at the core of so much of what Brittane does, even as an entrepreneur. She explains sharing that quality is something she sharpened in the theater world as an actress. Now, as a business owner, she believes that openness is not just a personal “strength” but professional one too. In addition to better flexing that skill and growing in confidence, becoming an entrepreneur has helped her develop as a logistical thinker. She also noted that she's better at advanced planning and clearly expressing her vision.

“And at first, it was very scary. I definitely had that imposter syndrome feel,” Brittane said on being vulnerable as a professional. “But the more I learned about business, the more confident I felt going into spaces where I had to pitch our company, talk to designers, or talk to manufacturers. All of these things that I had never done before -- it's a very vulnerable spot to be in.”

“It's always a learning journey,” she added. “Practicing vulnerability is something you have to continuously check-in on to make sure that you're coming into any space as you. You want to be truthful and authentic to who you are and what's important to you. A lot of the confidence I've built comes from understanding that my previous experience really matters." 

The Necessity of Work-Life Balance

Brittane shared with AMAKA that her favorite part of Hella Awkward’s development process is the initial creative brainstorming. When asked how she manages her work-life balance, she emphasized taking breaks and leaning on her encouraging support system.

Whether going to lunch with a friend, taking a nap, or attending a workout class, she suggested doing whatever necessary to nurture yourself. Especially before returning back to work, even a small break can make you more inspired.

“It's tough, you know – having that balance is hard,” the co-founder admitted. “There are some days where I'm just so drained… But I think it's just a constant thing in life – always checking in with yourself to make sure you’re taken care of. In business, especially in the earlier stages, things revolve around you being well.”

“I have to show up full and be myself, rested and well, to maintain the company,” she explained. “So it's important that I take the breaks that I need in order for the business to continue to succeed.”

The entrepreneur previously worked at Macy's and noted that a huge “full-circle moment” for her was when Hella Awkward was picked up by the mega department store. Another significant highlight has been the wide variety of positive community feedback about Hella Awkward. From those who’ve played with family, friends, first dates, and more, the co-founder emphasized the “beauty” in knowing her product is “working.”

“It really is very meaningful, especially seeing how it’s helping others create great relationships and have connections. Like that's the whole purpose of it – to help us put our phones down, turn the TV off, and really just connect with one another. And I hope it continues to do so, and it's really exciting to see.”

Supporting Black Ownership and Black Communities

Brittane shared that Hella Awkward plans to launch a new game early next year. She says the brand is continuously working on expanding the original card game, new offerings, and the brand's retail footprint. Regarding what motivates her entrepreneurial journey, the co-founder highlighted the importance of building generational wealth throughout the diaspora. She is committed to collaborating with other Black creatives and founders as her business and entrepreneurship journeys flourish. 

“It's so inspiring to know how important having Black ownership is, and being able to build something that’s hopefully giving value back to the Black community. That's always been a really big driving force for me – wanting to help uplift people who are coming behind or alongside me. If I can give any advice, or be a listening ear, or go and buy and support what you're making - I think that's so valuable.”

She added: “And it's really important to make sure that other Black founders feel that support. And we can all grow and build together.”

Hella Awkward and AMAKA have an ongoing, synergistic relationship that Brittane believes is rooted in a shared belief in community building, particularly within the diaspora.

“AMAKA is all about celebrating the diaspora with creators that come from different backgrounds around the world. And we are all about building community and helping to facilitate meaningful conversation and connection. So it really has been a great partnership, and I'm excited to continue it,” the co-founder stated. 

If you want to attend AMAKA’s PITCH IT! event on Thursday, October 17, 6 p.m. BST (1 p.m. EST), click here.

Read more about Brittane and Hella Awkward here.