“We want our businesses to be successful not only at Frizz Fest, but on their journey along entrepreneurship,” said Frizzy By Nature founder and CEO Leslie Hughes.
The workshop also underscored Frizz Fest’s economic reach. Frizzy By Nature Executive Director Valerie Hughes said the festival drives spending across the region — from food trucks and merchandise vendors to artists and attendees preparing for the weekend.
“We definitely boost the economy in St. Louis,” she said.
Last year’s vendor surveys showed more than $100,000 in revenue generated in a single day. Attendees traveled from 29 states, contributing to tourism, hotel stays and local dining. She said that level of engagement helps small businesses gain visibility far beyond St. Louis.
Tuesday’s session walked vendors through festival-day logistics. A returning “OG” business demonstrated booth setup and shared practical tips. U.S. Bank discussed business credit and loan options. Volunteer Lawyers and Accountants for the Arts provided legal and financial guidance. WEPOWER offered resources for accessing capital. The Department of Health outlined requirements for food vendors to ensure safety and compliance. The goal was to make sure vendors understood not just what to bring, but how to present their products in a way that attracts customers.
“We’re getting down to the nitty gritty,” Valerie Hughes said. “We want them to know how to prepare.”
Long-term support was also a priority. “A lot of our businesses don’t have retail spaces, so this is their chance to get in front of thousands of customers,” Leslie Hughes said. “After Frizz Fest, the organizations here tonight will continue supporting them.” She said the workshop is part of a broader effort to help entrepreneurs build sustainable businesses that can grow year after year.
Frizzy By Nature’s mission centers entrepreneurship, art, culture, creatives, Black women, Black people and Black families. “We know what it is to grow something from nothing,” she said. “We want to share the knowledge we’ve gained throughout the years.”
The evening included complimentary professional headshots — a resource the team said helps entrepreneurs present themselves confidently as they build their brands. Frizzy By Nature credited Cortex for providing space and year-round support. “They do the work all year round,” Valerie Hughes said.
For many vendors, the workshop was both preparation and community. Tinaira “Ti” Tieuel, owner of Natural Ti’s Loc Gallery, said she came to connect with her “Frizz Fest family.” “They want Black businesses to thrive,” she said. “I’ve learned so much — and my business has been flourishing.”
Tieuel said Frizz Fest made vending accessible when she was new. “They made it very easy and were clear on their directions,” she said. “What I learned from them, I’ve taken to other events.” She said the guidance she received last year helped her feel confident stepping into other markets.
Tuesday’s session was the third Blooming Business Workshop. The evening included a recap video from Frizz Fest 2025 set to Blessing Offor’s “My Tribe,” filling the room with familiar energy and reminding vendors of the community they are stepping into.
Frizzy By Nature is a 501(c)(3) organization that produces Frizz Fest. This year’s festival will take place Saturday, September 19 from noon to 7 p.m. at Tower Grove Park. “We want our community to grow,” Leslie Hughes said. “We want to restore Black joy and build generational wealth. Frizz Fest is a place where everyone is safe, seen and celebrated.”
Cortex Innovation District echoed that commitment. “We are glad to support Frizz Fest and your journey as entrepreneurs,” said Ben Molina, Entrepreneurship Programs Manager.
Frizz Fest is now in its ninth year, and the Blooming Business Market remains one of its central features. “It’s an amazing opportunity to promote your product and get new customers,” Valerie Hughes said. “This is your target market right here at Frizz Fest.”
The team also emphasized the importance of the atmosphere vendors help create. “You must ensure that you are creating a safe, inclusive and joyful space,” said Lex Martin. She also offered logistical guidance — from booth setup to clean-up — and encouraged vendors to make their spaces inviting.