Hey guys. It's your girl, Alicia Gooding from Hustle in Brooklyn,
and today I'm out here in Brooklyn at Peace & Riot
and I'm going to shopping the store, talking to the owner,
and figuring out how she gets her hustle on.
So, come with me.
Where did you come up with the name Peace & Riot?
Peace & Riot was a band that my husband and I started.
So you used to play in a band? Sing. And he did percussion. Oh.
And then we worked on a few songs together,
then we got married,
and then three months later we were pregnant.
So we never actually put the band out to do anything,
but we owned the URL, so when the store came along,
he says "You know, we still own that name."
I said, "Okay."
I would love that.
That's the name of the store.
I don't know who is Peace and who is Riot.
I was just like, "Who was Riot and who is Peace,
I need to know?"
This sounds like something that could be turned
into a dinner table argument.
"No I was peace," "No I was peace."
"No you were definitely the riot, sir,
'cause that's how I had the baby."
Our little person is the peace and the riot.
So yes, we owned that URL, and now I use it as a template
for when I'm shopping for the store.
So I buy things that are peaceful and calm, sedate,
and then that riot of color to pick in.
That are disruptive. I love.
What has been the most rewarding part of having your business?
My husband and I have an eight year old son
who is here after school maybe four days a week.
He gets to interact with customers. He has a job.
So that I'm cultivating something in him
and that he's seeing three black women in here
getting things done and going after their dreams.
I'm glad that we're in a community,
and I'm glad that it's made accessible to all of us.
I love that it's powerful women owned businesses.
We all are contributing and doing our own thing,
but collectively pooling our resources and so forth.
The best thing about being in this space is,
number one, it's in Bed Stuy, and I definitely feel like
Bed Stuy is in the best borough of Brooklyn
and in the best part of Brooklyn.
I like that they are three totally different businesses
in the store, but it's seamless.
When you walk in most of the time people
don't even realize that it's three stores.
I like that people can pretty much get anything
that they want in one place.
So it's like black Target but better.
Is there a dream project that you want to put into the air
and see if it comes back at you?
Our store, we're at about 1,200 square feet,
and I think I need 5,000 square feet
so I could do something. I want an emporium.
Bring on all these black designers
that we know who are in design, because every time
I show something to someone, they say,
"Really, who made that?"
I said, "yes, there are black designers everywhere,
are you nuts? Of course we do this."
I would love to have a space
that really features a lot of us.
I would be in that space every day.
I wish you the best of luck on that.
Thank you for your time.
Thank you. I think I'm going to finish shopping
your beautiful store now.
Hi, I'm comedian Eva Evans from the cast of Hustle
in Brooklyn, I'm here at the Fit In with ...
Iffy, the owner of the Fit In,
a boutique fitness studio in Bed Stuy, Brooklyn.
What were some of the hurdles
when you were creating your business?
Women of color essentially don't really take Pilates
or really know what Pilates is.
Because fitness in general is pretty elitist,
but Pilates is kind of up there with the snobbiest.
It's that level of education
that I think was the biggest hurdle.
So you left corporate to do your own thing.
Tell me about that.
I was in advertising/marketing for music and video games,
actually for 15 years.
I was running, doing two things in apparel.
I had my regular career,
and then this started up for me last December.
It was going okay for a while, but then you just realize
you hit a point where you have to choose.
It happened so fast that I realized
that at some point I needed to make that decision very soon.
I can relate with a lot because I left-
I was in advertising too at a major cable network,
and I just-
So you know how intense it can be.
Yeah, absolutely. I've been doing stand up for three years.
The first year of stand up I was still at my corporate job.
I was just so distracted.
I'd be in budget meetings writing jokes.
It was at the point where I had to choose.
And I choose comedy.
I'd choose comedy every single time.
It's important to find that moment
where you just need to cut ties and go full on.
What's your favorite part about Brooklyn?
That community aspect.
I think people say that New Yorkers are mean,
New Yorkers are rude.
I don't think that you really get that
when you find real Brooklyners. I know that we're unicorns,
but when you find people that are from here,
that have grown up here, we look out for each other.
I walk on my block and I say hi to all my neighbors.
That's just how it is in Brooklyn.
You just kind of look out for each other.
That's what makes it a cool vibe.
I think that's why people want to come here.
I'm going to come for a class,
'cause lord knows I need to work out.
You need to. We're about to do a little workout here.
You're going to bend your elbows.
Your elbows will graze the sides of your ribcage,
you're going to draw your chest up towards
that yellow spot on the wall,
and then you're going to extend all the way back down.
All the way. Straighten those arms.
Straighten those arms. Squeeze the butt.
Good. Tuck the pelvis under. Bring it back, yes.
Draw the elbows in, and then extend all the way.
You're going to lift up two inches
and lower down two inches.
Oh, okay.
And down. Good.
Wow, I feel it.
Now you'll lower all the way down and kick all the way up.
Down and up.
Bend that left knee. Good.
Now we're tapping that left knee back down to the floor,
and then driving up to stand.
Good, you got this. Four more. That's it.
Come on Eva, you can do it. Bend more, bend more.
Let me see. Yes. We are done, Eva.
Thank God.
You did amazing today.
I had an amazing teacher.
Oh, thank you.
It was such a pleasure meeting you.
Such a pleasure. Thank you for having me.
Yes, thank you for coming.
I love this space.
I'm so proud of you for leaving your job
and chasing your dreams. The same shit I did.
I know. And I see big things coming for you.
For both of us.

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