The $2 Million Order No Bank Would Fund with Shan Berries

A $2 million purchase order. A proven beauty brand. And not a single bank willing to finance it. For Shan Berries, getting the opportunity was only half the battle. Takin’ Care of Lady Business Episode 176 Shan Berries and her sister Erika started Shades by Shan with $1,500 each, launched with two products, and sold through six months of inventory in 24 hours. Eight years later, their bootstrapped beauty brand is in 610 JCPenney stores nationwide. But even with proven demand, getting the capital to grow was another story. In this episode of Takin' Care of Lady Business, Jennifer Justice sits down with Shan to unpack the financial realities of building a multimillion-dollar business without traditional investors. When Ipsy requested 100,000 units, the sisters couldn't afford to fulfill the order. Later, when JCPenney wanted their entire product line nationwide, banks still refused to lend them money despite a major purchase order in hand. Ultimately, JCPenney advanced $2 million to make the rollout possible. JJ and Shan discuss how founders recognize when they have leverage, why access to capital can determine which businesses get to grow, and how relationships can create opportunities that traditional financing doesn't. Shan also shares how she and her sister have maintained ownership while navigating major retail partnerships, including personally connecting with store associates across 610 JCPenney locations. What You'll Learn How Shan and Erika built a multimillion-dollar beauty brand starting with $3,000 Why a major purchase order doesn't guarantee access to financing How JCPenney's $2 million advance helped Shades by Shan expand nationwide How Shan uses relationships and leverage to grow on her own terms Highlights: (00:00) Meet Shan Berries (01:47) Starting Shades of Shan with $3,000 (07:10) Building a business with her sister (10:39) When Ipsy’s 100,000-unit order was too big to fill (12:03) How JCPenney advanced $2 million (14:56) Recognizing when you have leverage (20:08) Why founders need capital in the room (21:36) Why banks rejected their financing requests (31:37) Visiting 610 stores to build relationships (33:12) The worst business advice Shan ignored About Our Guest: Shan Berries is the founder and CEO of Shades by Shan, a beauty brand she launched with her sister Erika after building a career in Bay Area radio and television. Starting with $1,500 each and no background in the beauty industry, the sisters bootstrapped Shades by Shan from their mother’s home into a multimillion-dollar company carried in 610 JCPenney stores nationwide. The company also works with Ipsy and has distributed products through millions of subscription boxes. Alongside the business, Shan created the Mama Berries Nonprofit Foundation in honor of her mother, supporting single-parent families through financial assistance, scholarships, and small-business support. Shan Berries’ LinkedIn: https://www.linkedin.com/in/shanberries/  Shan Berries’ Instagram: https://www.instagram.com/shanberries/ Explore Shades by Shan: https://sbscosmetics.com/  Explore The MamaBerries Nonprofit Foundation: https://www.mamaberriesfoundation.org/nominate  About Jennifer Justice and The Justice Dept. JJ’s LinkedIn: https://www.linkedin.com/in/jennifer-justice-354a0b99 The Justice Dept: https://www.thejusticedept.com/ JJ’s Instagram: https://www.instagram.com/jenniferjusticel/  Newsletter: https://tkolb-newsletter-a50814.beehiiv.com/ JJ’s YouTube: https://www.youtube.com/@TakinCareOfLadyBusiness  The Justice Dept. is a female-focused advisory, consulting, and law firm advocating for female founders, talent, execs, and brands. We represent bo$$ ladies to make them 💰💰. If you love what you hear, please subscribe and share with a friend. This is a Lady Business LLC Production.