New Generation of Black Women Entrepreneurs

Savoring the Suburbs: Jacquelyne Chesser Represents a New Generation of Black Women Entrepreneurs Who Are Venturing into Nearby Suburbs

The Milwaukee Journal Sentinel, 2007-12-26

By Tannette Johnson-Elie, Milwaukee Journal Sentinel

Dec. 26–Jacquelyne Chesser spent 20 years working as a finance professional at major Milwaukee-area companies until she discovered a knack for creating flavored popcorn and homemade candies and sweets.

Chesser, 41, began concocting recipes for popcorn in flavors such as jalapeno, bacon, ranch and sour cream. She also developed her own variety of flavored goodies, such as chocolate-covered cookies and graham crackers.

“When I was a kid, I always cooked with my grandfather,” says Chesser. “I developed a love of cooking.”

Her treats became an instant hit with relatives and friends, which led to the creation of a home-based business selling gift baskets. As demand grew, Chesser aspired to open her own gourmet popcorn and chocolate shop. After years of saving, Chesser quit the corporate world last year to open Goody Gourmet’s Popcorn and Chocolates, 4425 N. Oakland Ave., Shorewood. Chesser used $30,000 in money from her family’s savings as start-up capital for her business.

……..

The phenomenon of black women entrepreneurs moving out to suburban communities is a newer trend, says Wendy K. Baumann, president of the Wisconsin Women’s Business Initiative Corp., which has provided business education and access to capital to black women entrepreneurs for 20 years.

“There are fewer invisible lines,” Baumann said. “Black women are looking at markets where they believe people are willing to buy their products, wherever that market may be.”

Still, the movement of African-American entrepreneurs into the suburbs is slow. For example, of 13,763 Shorewood residents, only 2.37% are African-American, according to 2000 census data.

…..

Read the complete article