At SHIFT, we believe that every great idea deserves a chance to shine and make an impact. Our Shelfies have one month to showcase and test their big ideas—whether they’re refining a developed product or service or starting from scratch with just an initial concept. During their time at SHIFT, they receive seed funding and participate in various programming, including a bootcamp, Feedback Fridays, and a group pop-up market. Each semester, SHIFT offers multiple opportunities for current VCU students, alumni, and community founders to test their products, services, and ideas on the shelf.
CREATING A SANCTUARY OF CREATIVITY, WELLNESS, AND COMMUNITY
has curated her personal property into a transformational wellness sanctuary that’s focused on metaphysical awareness, wellness, and community as well as giving people a personalized wine-tasting experience. Birdsong Secret Garden offers a unique blend of wine making and artistic expression, providing a nurturing space for individuals especially marginalized communities, particularly Black women to find solace and empowerment.
Tonya Birdsong Chavis
Written by: Chyna McCoy
Designed by: Althea Guevara
Photos by: Amaree Turner
CORRESPONDENCE
The Postcard Revolution: Rediscovering Offbeat
Written by: Chyna McCoy
Gems
One local creator is leading a revival of something we thought was fading away: postcards. These postcards designed by Luke Florio are bringing back the charm of postcards but with a twist. These aren’t your standard tourist trinkets. These postcards capture the quirky, offbeat places that make Richmond (and beyond) unforgettable.
“I want to immortalize spots where the experience is just as important as the destination itself, places like boutique hotels and mom-and-pop diners,” says Luke. “It’s not just about the food or the room, it’s the whole vibe of being there.”
Designed by: Althea Guevara
Photos by: Amaree Turner
Uniquely Corresponding with Quirk!
Richmond a city filled with stories.
Each neighborhood, each street, each hidden shop has a personality of its own. “It’s these independent, curated places with real personalities that I want to showcase,” Florio says, highlighting the importance of the unique character within these hidden gems. “I don’t just want a postcard that says ‘I was here.’ I want something that tells the whole story of the place.” These postcards are about preserving the charm of local spots, from quirky diners to off-the-radar boutiques, in a way that digital posts never can. “When people see these postcards, I want them to think, ‘I need to go there,” Luke explains.
Perfecting the Pitch
For Luke, it’s not just about the product, it’s about sharing the story. “Work on your pitch,” they advise. “Whether you’re in business or the arts, being able to communicate your vision clearly is key.” This is a lesson Luke learned through his journey of perfecting his own creative process. “Much like with the postcards, the process of perfecting your pitch is all about capturing the right moment” he says. And, much like the postcard venture, the process of perfecting your pitch is all about capturing the right moment. “It’s the art of storytelling,” they say, laughing. “Sometimes you just need to break things down, especially when people look at you like you’re speaking
Spreading the
Word, One Postcard at a Time
It’s not just about creating beautiful products, it’s about crafting experiences. Luke’s postcard are more than just for sale, they’re an invitation to explore. With plans for a launch party and a feature in a magazine, the postcards are set for more exposure. The postcards might be a small product, but they’re packed with personality and that’s exactly the kind of magic the creator hopes to share.
“It’s
not just about sending out postcards. It’s about sharing experiences,” Luke says. “When people hold a postcard, they hold a memory.”
A Final Tip: Roadtrippers Rejoice
Luke Folio’s postcards are capturing pieces of history, reminding us that the best stories aren’t found in tourist attractions, they’re hidden in the offbeat corners of our cities, waiting to be discovered. Before the conversation wraps, Luke shares a final recommendation for fellow explorers and enthusiast: roadarch.com. “It’s full of quirky, offbeat places just like the ones I’m trying to capture with my postcards,” they say. “If you love discovering hidden gems, it’s the site to check out.”
“Join
a community
where you can be seen, be heard, be celebrated.”
Shadow of the Abyss is a testament to the power of adaptability, collaboration, and perseverance. By fostering community and embracing collaboration, Cael and Sierra have demonstrated that entrepreneurship is about more than just business—it’s about building meaningful connections, embracing setbacks, and moving forward with purpose.
Written by: Chyna McCoy
Designed + Photos by: Amaree Turner
In the ever-changing world of venture creation, creativity often serves as the spark that ignites new business models. For VCU graduates, Cael Parker and Siera Fountain, co-founders of Shadow of the Abyss, that spark began with a shared love for storytelling, gaming, and a desire to challenge the status quo of board games. Their company, born from friendship and a master’s program project, aims to create a more inclusive gaming space, starting with an immersive board game that goes beyond conventional gameplay.
Parker and Fountain’s entrepreneurial journey began with a conversation during dinner. While brainstorming a project for their capstone course, that night marked the first step in building their business together, to blend their passions. At first, the project was simply a fun experiment, with no pressure to succeed. However, as they dove deeper into research and developed a concept, they discovered a deeper purpose.
- Cael Parker
Challenges:
They quickly learned that mechanics can’t just be added for the sake of it… every mechanic must serve a purpose. Writing their rulebook, a crucial step to ensure that players can understand the lore and immerse themselves in the game. They’ve also had to master the art of collaboration, not just in gameplay, but in their partnership.
“We didn’t feel pressured to continue,” Fountain noted. “But once we started gaining traction, it felt natural to keep going.”
Every business has its hardships and Shadow of the Abyss is no exception. In the early startup stages, balancing graduate school while building a business was a challenge. Now, as full-time professors at VCU, they continue to navigate the balancing act between earning a living and growing their company. From a design perspective, building the game’s mechanics proved to be one of the biggest obstacles.
“If one mechanic doesn’t work, it can ruin everything,” Siera explained. “It took a lot of play testing to make sure people could lose the game and still have fun.”
Lastly, the conversation turned to mascots.
If their game had a mascot, they decided, it would be “The Logist.” But when it came to choosing a mascot for their business? Without hesitation, they landed on a capybara.
“It’s the biggest rodent, and no one messes with it because it’s so chill,” they laughed. “Yeah, it’s definitely a capybara.”
Shadow of the Abyss by CMPLX XP
WELLNESS MEETS CONVENIENCE
Written & Photography by Amaree Turner
Designed by KT Schaeffer
FIRST PITCH
“Feedback Friday was an experience CoCoGin’s creator, Frances Odoi, had ever had before. Pitching a purpose that means a lot to me was the preparation for more opportunities as such. For CoCoGin, Feedback Friday was an opportunity to speak to the community of its story, purpose and mission. Presenting to the audience was a chance to express wellness to the community not just about cold pressed juices, but wellness individually and collectively. It was interestingly funny for Frances because I have no problem speaking to people, however to an audience of many, focused on me, while keeping it under 1 minute was a challenging task that pushed me to a different level within business.
And again, though I feel I flubbed and anxiously spoke my way through it, I am still honored to have been seen by featured guest Ryan Evans and all of the attendees. The feedback after the pitches were graciously accepted and received! From having my own personal community who came to support, to the tasty samples, and the feedback received throughout the room gave me all the confirmation that CoCoGin LLC is here for a purpose bigger than me!” Stated Frances feedback provides an inside look of the next steps entrepreneurs take.
WHAT DOES COCOGIN STANDS FOR?
CoCoGin is not just another juice brand, they make all natural juice with coconut water and ginger base. Each drink has their own benefits based on the all natural ingredients added to the CoCoGin base. CoCoGin is better juice water than here to help your gut add vitamins and minerals and bust your system. There’s five major drinks at this moment each with their own unique ingredients and flavors. The products work better if used daily.
“Daily juicing can help influence a positive change without having to truly make major changes to your lifestyle. You have the choice of obtaining a 15 day or 30 day supply as well as sign up for a subscription so you don’t have to worry about ever running out!” The goal of CoCoGin is to provide “a quick and effective gateway into a fresh start. It offers a refreshing blend of nutrients designed to boost your energy and vitality in just a few sips.”
WHAT’S BREWING?
Frances says “Being able to meet and be awarded by Ryan Evans was the biggest win for me! That is a relationship that I am honored to have been able to foster. With Ryan Evans as a Food and Beverage business expert, it allowed me insight on the next steps within business that I may need clarity and guidance in.
To know that people heard my story and felt my mission throughout the pitch, made me realize that CoCoGin is where she needs to be! And yes I said she! She is birthing wellness to a community of people who may have never heard of cold pressed juices and those who need a gateway and guidance into doing better.”
“Daily juicing can help influence a positive change without having to truly make major changes to your lifestyle.”
- Frances Odoi
CLAY ARTIST CROCHETER
CONSERVATIONIST &
How Ayanna Cherry channels all three to inspire minds through serotonin art.
ENCHANTED CHERRY
Written by Alanis Marin Ramos
In the vibrant entrepreneurial ecosystem created by VCU’s SHIFT Retail Lab, entrepreneurs are not only developing businesses but also discovering their passions and purposes. One such innovator is Ayanna Cherry, a sophomore at VCU and the mind behind Enchanted Cherry LLC. Her business, a one of a kind blend of sustainability, spirituality, and artistry, is promoting mental well-being through handmade creations such as roses, turtle worry stones, and even otter keychains which she hand makes through a variety of mediums such as Clay, Crochet, and digital art.
From Inspiration to Action: A Journey into Entrepreneurship
Ayanna’s voyage into the world of entrepreneurship was motivated by a mix of personal influences and the supportive environment provided by SHIFT. Coming from a family of entrepreneurs, including her father and aunts, Ayanna always felt a pull toward owning her own business. “What inspired me was looking at the SHIFT retail lab and other young entrepreneurs. I have a long list of families that are entrepreneurs themselves, and I just wanted to explore that route as well,” she shared. Despite the influence of her family, Ayanna admits that taking the leap into entrepreneurship wasn’t easy. “The hardest part is starting it up, actually jumping into being an entrepreneur. I had to check myself and make sure it was something I really wanted,” she reflected. Ayanna’s
perseverance and desire to make her family proud fueled her courage, helping her push through the initial fears of failure.
Looking Ahead: SHIFTing into Bright Future
As Enchanted Cherry LLC continues to grow, Ayanna is already thinking about her next venture. “I feel like my next step would definitely be art prints, actual paintings turned into prints,” she shared, excited about the future possibilities for her brand. She envisions a day where she can walk outside and see someone proudly displaying one of her creations, whether it’s a keychain or a piece of art.
When asked about her ultimate goal for the business, Ayanna confidently responded, “Most people say their business is their baby, and for me, it literally is. It’s my name, Ayanna Cherry.
I know in years to come, I’ll grow and expand to limits I never would have thought of. There’s no stopping.” Through her involvement with SHIFT and her personal determination, Ayanna has turned her passion into a growing business that reflects her values of sustainability, spirituality, and artistic expression. Her journey is a testament to the power of community, courage, and creativity, and it’s clear that Enchanted Cherry LLC is just getting started.
For Ayanna, the future holds endless possibilities, and with the continued support of the SHIFT Retail Lab, fellow shelfies, and her entrepreneurial spirit, there’s no doubt she’ll continue to enchant from bay to bay. Because as she said, it’s “up and keep going” from here on out.
PUMP YOURSELF UP JAMS
Check out this playlist by students *includes explicit content
Photography by Amaree Turner
PUMP YOURSELF UP JAMS PUMP YOURSELF UP JAMS
Written, Designed
&
Photography by: Amaree Turner
Meet Otterwise
Aliyah fell in love with her problem right around the time of her graduation when she “started realizing it’s really difficult to find a job, even though you’re graduating with a degree, which is supposed to get you the job, which is kind of, like, why I decided to end up starting something.”
Aliyah claims she “had to get real crafty to find a job. And, like, half of my friends didn’t graduate with a job either and didn’t have one for at least a year. That at least brought awareness to the problem”. The problem wasn’t just employees either. Aliyah states “seeing how it works from the other side of the table that made me realize where all of the problems really were”.
Big Risks, Bigger
Rewards Putting Power Back into Employee’s Hands Aliyah Desautels
Aliyah has been interested in entrepreneurship for a long time and that’s why she says she came to da Vinci in the first place. Sadly she was holding herself back on the idea due to finally landing a job. “It actually took me two years to actually have the guts to go through with it.” Aliyah was willing to take a big risk for this problem and the fun fact she shared with us is “I quit my job for this. I had a stable job that was paying me fairly well, and I ended up actually quitting it so that I could start this company instead, which is risky, to say the very
She also says “We’re not able to see anything beyond what someone puts on a resume. And then every organization has such, like, subjective ways that they filter through people, especially early career candidates.” Aliyah wants to put an end to that and give employees the recognition they need. That’s not all though Aliyah is working with both job seekers and employers. A lot of what I have to do is help them figure out what they’re actually looking for. And a lot of times people will think that they know what they’re looking for. But it takes, like, a certain process to get from thinking to knowing what you’re looking for.”
least. But it ended up just being what I needed to do to make it work, because I couldn’t really balance my responsibilities there.” Aliyah took charge and was willing to be uncomfortable. She wants others to try to get into the most uncomfortable place to actually have the grit and motivation and just scrappiness needed to actually make something work. It is ironic because she “quit a job to help other people find jobs instead.”
Aliyah is on a mission to empower job seekers by giving them the tools and resources to take control of their career decisions. She wants others to feel confident in choosing a workplace that aligns with their values and goals, saying, “You’re figuring out if you like working with your future team members, if you feel supported by the company culture, and what’s actually expected of you before accepting or onboarding for a job. You get the final say, just as much as the employer does.”
Through her work with Otterwise, Aliyah shifts the balance of power back to employees while helping employers build better relationships with potential hires. Her next big step? Moving into
beta testing a productized version of their current hands-on services, which she’s actively recruiting participants for. In addition, Otterwise is expanding its focus to support disadvantaged and marginalized job seekers, furthering its mission of making the job search process more inclusive and equitable.
Aliyah envisions Otterwise growing beyond the “pre-hire project” model into new, innovative solutions to tackle the job market’s challenges. With big dreams of becoming a game-changer in addressing the job crisis, Otterwise is an opportunity you don’t want to miss. Interested? Check them out and be part of the change!
The Power Of Naps
Written & Designed By; Kendall John
The Story of Project Z
Anirudh’s journey began during a research project in a UNIV course taught by, his now co-founder, Kirk Richardson. His inspiration took shape during an 8:00am Psychology 101 class, when he noticed dwindling attendance and increased caffeine use amongst peers, sparking his determination to address sleep deprivation. Following this he began researching the topic and discovered - “Even a 30-minute nap can significantly refresh your brain,” he explains. This research led to a survey of fellow students, which showed overwhelming support for the nap pod concept, especially amongst commuter students such as himself.
His vision was clear: provide easy access to spaces that allow students to rest and re-charge between classes.
Anirudh Mepperla, a junior at VCU, created Project Z to transform student wellness by introducing nap pods on campus, balancing his pre-med studies with a passion for wellness.
Strategy to Success:
Contact potential suppliers to assess costs and meet with faculty and student organizations to secure funding.
Collect student feedback to determine which features and designs are tailored to meet student needs.
In collaboration with VCU’s da Vinci Center, Project Z will create bespoke nap pods based on student input
Despite challenges like funding and project delays, Anirudh remains optimistic. “These pods aren’t cheap,” he acknowledges, adding that collaboration with the Student Government Association has been beneficial.
Advice For Aspiring Entrepreneurs
For those looking to pursue similar projects, Anirudh shares key advice:
“If you see a vision, pursue it. Talk to others to refine your idea.”
As he prepares to launch the nap pods, which are now available for use, located near the SGA in the Commons and the F.I.L.L. on the 5th floor of Harris Hall, Anirudh reflects on the hard work involved. “We’ve been striving to make this happen,” he says, eager for this project to become a vital part of campus life, proving that a little rest is all we need.
A chocolate with a sweet raspberry filling.
Dragon Tooths Beginnings
Nathan is a confectionery master and a proud Brandcenter graduate. “I was working for a pharmaceutical company and living in Raleigh. I was newly married a few years ago, and we had just welcomed our first son,” Nathan shared. However, not long after, he lost his job and found himself at home caring for his son.
Nathan had always been interested in cooking, and his journey into confectionery began with inspiration from a few recipes. “I found one for a lemon raspberry cookie by a celebrity chef and another for a triple chocolate cookie. I didn’t love the raspberry in the lemon cookie, but I thought that raspberry filling could be amazing in the triple chocolate cookie.”
This creative experimentation led to what Nathan calls his “cookie Frankenstein”—a triple chocolate cookie made with premium ingredients, filled with a rich raspberry lava center unlike anything else.
While searching for a new job, Nathan rediscovered his passion for cooking and baking. He shared his cookies with friends and family during the holidays, and the response was overwhelming. “People said things like, ‘I’ll pay you,’ or ‘You should open a coffee shop in my town just so I can get these cookies.’” Their encouragement inspired him to keep refining his recipe, sparking a new chapter in his career.
18 Years of What?
After 18 years of innovating and perfecting his cookie recipe; Toft began his entrepreneurial journey.
“This is the first brand that I am launching that’s my own brand, rather than, like, somebody else’s, like Coca Cola and others that I’ve worked on” said Nathan. On the hunt for his own commercial kitchen and premium quality ingredients; Nathan plans to expand his business.
With these cookies, he wants to “just change everybody’s mood, the mood a little bit better.”
Nathan said he “wants people to remember me and be able to find me and all that kind of stuff.” His goal is to keep the premium quality of his cookies while also being able to provide to his community. Nathan wants to make a difference in the lives of others that
What’s next for Nathan? This humble baker is trying to get off the ground and grow an audience that will try his cookies. Nathan “I kind of want to be like the Ferrari of cookies.” As he continues to make these sweet but savory cookies; he hopes to build his own cookie empire slowly but surely. With a website coming soon, support Nathan by checking out his cookie business and try out his cookies for friends, family or even coworkers.
The holidays are coming up, ”whether you are sending corporate gifts or whether you’re sending gifts to family, this is a nice treat that is a little bit out of the ordinary.”
Written & Designed by: Amaree Turner
Written by Julmarie Morala & Chyna McCoy
Designed by Julmarie Morala
BEYOND THE VISOR
The sun hangs high in the sky, its blinding rays flooding your view as you wait for the light. Squinting, you reach for the car visor, only to find It provides a small reprieve but also creates a new obstruction. As Susan Lewis, the inventor and creator of Polavizor, described, ‘I was forced to make a choice: either stare blindly at the stoplight, unable to see it because of the sun, or use my visor and miss the light entirely.’ Frustrated by this daily battle, Susan realized there had to be a better solution.
That’s when the idea for Polavisor was born, a product designed to cut the glare and improve visibility. What began as a simple fix for Susan’s commute quickly grew into a broader mission to create a solution for all drivers, regardless of height or need.
A SHELFIE IS BORN
Susan’s journey took off when she joined the Shelfie program, where her early prototypes showed promise but also highlighted areas for improvement. “I started with a basic idea, just a screen to filter the sun,” she explains. But feedback from fellow entrepreneurs and potential users helped push the design forward. “People asked if the mirror was really necessary, which made me rethink the whole thing.” This insight allowed her to refine the product and focus on a larger more adaptable screen.
The Shelfie program gave Susan the platform to explore her idea. “When I joined as a Shelfie, I received positive feedback that led me to make adjustments.” The steady support from the Shelfie community helped Susan navigate the ups and downs of the prototyping process. “The feedback was crucial,” she says.
“When you’re in the weeds, sometimes it’s hard to see the forest through the trees. Having others test the product and give you feedback on what works and what doesn’t is invaluable.”
POLAVIZOR’S EVOLUTION
As the design evolved, Susan shifted her focus from just solving her own problem to addressing a broader, more universal need. She learned that standard car visors fail to meet the needs of drivers who are too short or too tall, leading to safety risks and discomfort. “A regular visor doesn’t work for everyone,” Susan explains.
“It became clear that the solution needed to be more inclusive.”
Her goal for Polavizor expanded from a simple add-on to a potential OEM feature, integrated directly into cars. “The feedback I received was to start with it as an aftermarket product,” Susan says, recognizing that’s a more realistic first step.
WHAT’S NEXT
Susan is committed to creating a user-friendly product that addresses safety concerns and outperforms existing, often flawed solutions available on the market. “This is about making driving more comfortable for all kinds of drivers,” she says “If we can reduce glare and improve visibility, we’re not just solving a problem, we’re making roads safer for everyone.” While remaining mindful of the price point, she strives to make Polavizor accessible to a wide audience while utilizing quality materials and manufacturing processes.
Social Miles Endless Smiles
In a city full of activities, Jack Oppenheim has sparked a running group that has transformed the way people in Richmond engage in fitness and social life.
This group has paces for everybody! From 7-8 mins to 11-12 mins there will be people at your speed.
Post run plans? Join the social hour for drinks and coffee to cool down!
Jack’s journey began when he went to visit his friends in Los Angeles and Austin. While spending time in these cities, he participated in local running groups, Venice Run Club and Raw Dawg Run Club. This experience opened his eyes to how running could be more than just exercise—it was a way to build
“I was really inspired to see a bunch of young professionals who live in these cities, getting together, doing something active, fun, and social,”
Jack explained. “They had literally hundreds of people out there, and they do it every week.” With this inspiration fresh in his mind, Jack returned to Richmond...
What started with a simple idea has grown into something much larger... What started with a simple idea has grown into something much larger...
One day, while sitting on his couch, Jack made a decisive move. He texted his friend, Mason Dahl, and said, “I’m starting a run club.” Jack and Mason worked together by making their first social media post announcing the formation of the Capital Run Club! To their surprise, 40 people showed up for the first run. It was then that Jack realized this wasn’t just a casual idea—it was a movement!
Since that first run, the Capital Run Club has continued to grow, fueled by Jack’s drive and a shared passion for running among its members. “It’s been trial and error ever since,” Jack admitted, but that hasn’t slowed him down.
Community
The CRC is more than just a running club. It represents the power of community and shared goals. Jack’s journey from couch to marathon runner, along with his vision of building something positive and active in Richmond, shows what can happen when inspiration meets determination.
The Capital Running Club continues to grow, bringing together runners of all abilities and backgrounds. Jack’s story is a testament to how one person’s idea can create ripple effects, inspiring others to achieve goals they never thought possible.
Future
Jack’s dream for the CRC is to bring Diplo’s running group from San Franciso to Richmond and host a massive running event either a 5k or 10k. This event would be partnering with local charities and having a potentially A list celebrity visit and host a concert at the end!
Jack’s Personal Running Journey
Running a Marathon: A Year in the Making
“I kind of just got addicted to it!”
What makes Jack’s story even more compelling is his own transformation as a runner. Unlike many who lead running clubs, Jack didn’t grow up as a dedicated runner. In fact, it wasn’t until about a year before starting the CRC that he began to run seriously.
“I was overweight, out of shape, and really didn’t have any drive,”
Jack shared about his state before he found running. Encouraged by a friend, he started with a tough sevenmile run. Although it was grueling, it sparked something in him.
From that point on, Jack began running regularly. He enjoyed the physical challenge, but it was the conversations and camaraderie during those runs that kept him going.
Incredibly, just a year after he could barely run a mile, Jack completed his first marathon. It wasn’t planned—he simply decided one day to see if he could do it. The run took five hours, but Jack pushed through and crossed the finish line.
“It was a really cool accomplishment,”
Jack reflected. “It was almost exactly a year ago that I started running, and I couldn’t even run a mile. And I just ran a marathon.”Entirely self-motivated.
Written by Chyna McCoy
Designed by Julmarie Morala
In a world where music can often feel like a solitary experience, Anthony Marshall is changing the game. As the founder of $BARS, a groundbreaking platform designed to amplify the voices of hip-hop artists. $BARS is not just creating music; $BARS is crafting a vibrant community. Utilizing innovative tools like NFTs and social tokens, Anthony is helping artists bridge the gap with their fans, making connections that are as authentic as they are transformative
“IT’S NOT JUST ABOUT CREATING MUSIC; IT’S ABOUT CREATING A SUSTAINABLE ECOSYSTEM FOR ARTISTS WHERE THEY CAN BUILD LONG TERM SUCCESS.”
THE POWER OF $BARS
At the heart of this revolution is the $BARS token, a revolutionary hip-hop utility token designed to unite artists, token holders, and industry stakeholders across all generations. Imagine a world where every transaction within the hip-hop community from streaming songs to purchasing merchandise is powered by $BARS. “$BARS is a way for artists to connect directly with their fans, ensuring that their hard work is recognized and rewarded” emphasizes Marshall. This token not only transforms how artists monetize their art but also establishes a sustainable ecosystem where every participant benefits.
“I want to make sure that there’s a future where people can still survive off of this and pay their rent by doing what they love.”
A JOURNEY ROOTED IN MUSIC AND JUSTICE
Anthony’s journey into the heart of hip-hop and technology is rooted in a rich background in arts and social justice. Growing up surrounded by music, he developed a passion for storytelling and community engagement early on. “I was born in the year Hip-Hop was created, and I grew up with it, absorbing the culture;” Marshall reflects. “Hip-hop is part of my DNA, it wasn’t just music; it was my way of understanding the world.”
Now with $BARS. I want to ensure that artists not only get exposure but can also thrive in the digital landscape. He explains. “I want to make sure that artists I work with are valued, and they’re not just a stepping stool for someone else’s gain. “ He asserted.
His deep understanding of hip-hop and its roots informs his approach, emphasizing empathy and inclusivity. “When I started the Lyricist Lounge and began working with underground artists, it was about exposure and community.
FOSTERING CREATIVITY THROUGH SHELFIE
Anthony’s participation in the Shelfie program underscored his commitment to uplifting underrepresented artists and entrepreneurs. As a participant, he actively tested his own ideas while engaging with a diverse community of creators. Through the program, he gained valuable feedback on his products, fostering connections that enriched his creative process. “The magic happens when we listen to each other,” he often said, reminding everyone that “If you have a group and y’all trying to figure something out, make sure everyone has a moment to speak. Make sure people have their moment.”
“Shelfie is exactly what the industry needs, a space where people can share ideas and get feedback, and grow together,” Anthony adds. “Where we lift each other up, that’s when the real innovation happens. It’s not just about one person winning; it’s about creating something greater than the sum of its parts.”
OVERCOMING CHALLENGES
Although the journey to creating $BARS has been fun, it hasn’t always been smooth. As Anthony ventured into the tech-driven side of music, he faced skepticism from traditionalists and technical challenges that threatened to derail his vision. Instead of backing down, he embraced these obstacles as opportunities for growth. “Every setback taught me something valuable,” he reflects. This resilience not only strengthened his resolve but also inspired those around him. “The shift is happening now is less about ego and more about solving problems together”
ADVICE FOR ASPIRING CREATIVES
Anthony has sage advice for aspiring creatives navigating their own paths: “Stay curious and openminded.” He emphasizes the importance of exploring various influences and not being afraid to pivot. “The world is full of inspiration, you just have to look for it.” He notes, highlighting the value of seeking out different artistic communities and learning about emerging technologies. He believes adaptability is key, especially in a fast-changing landscape, and encourages artists not to follow trends but to carve out their unique spaces in the industry. “Be true to your vision, and don’t be afraid to express it.”
WHAT’S NEXT?
As Anthony continues to push the boundaries of hip-hop, his vision for the future remains clear. He’s excited about expanding $BARS to include more global voices and diverse stories, further enriching the tapestry of hip-hop culture. “I think we’re entering a time where artists are going to figure it out first. It’s not about the money; it’s about the collective. Through that, they will find freedom.” His commitment to connecting artists and fans in meaningful ways is not just about music; it’s about fostering understanding and empathy in a world that often lacks both. “The future is about shifting from the individual ‘boss’ mentality to a collective, where the community’s needs are at the center. This is the real power- collaboration, not competition.”
For whenneedyou to Chill
Photography by Amaree Turner
Check out this playlist by students *includes explicit content
Meet Jasmine Grier! Owner and Creator of Preau Leather!
Who is Preau Leather you may ask?
Preau Leather, established in 2018, is a brand of handcrafted leather goods. Jasmine Grier, a nursing student, started her business after discovering a passion for working with leather while doing what she loves best; arts and crafts. After sharing her passion and crafting a faux leather notebook, she began to have a new love for making and working with handcrafted leather. Driven by the desire to create products that instill confidence and organization, Grier’s mission with Preau Leather is to provide high-quality, handcrafted leather goods that embody convenience, self-assurance, organization, and professionalism. Balancing a demanding career in nursing with her entrepreneurial pursuits, Jasmine Grier embodies dedication and a tireless work ethic.
Joining the Shelfie program Grier has transformed Preau Leather, with tips and tricks learned from the program. Although
innovation meets exPansion
With the Comcast RISE award grant, she has been able to secure a booth in Painted Tree, a retail store with locations across the US. Building on this momentum, Grier’s future plans center around expansion and team building. She envisions bringing on a team to help with production, allowing her to create a wider variety of goods and meet the growing demand for her products. While also allowing her to breathe as she is a one-woman show.
While eager to expand her business and bring on a team, Grier is also focused on
she was already selling her product when she entered the Shelfie program, she found the other Shelfies’ feedback for her business plan immensely helpful. Her greatest advantage is learning how to pitch Preau Leather effectively and adapt her marketing strategies when products under-perform.
After taking courses at a nearby leather shop, she quickly improved her skills and began making items for friends and family, sparking her motivation to turn her hobby into a business. As she began taking over her parents’ garage and expanding, her next step was attending pop-up shows to showcase and sell her leather goods. Uncertain if people would buy her products, she gradually noticed growing interest, which gave her the motivation to pursue her business and apply for the Comcast RISE grant.
developing new and innovative product lines. Grier’s latest creations include a line of stationery items, such as notebooks, mouse pads, and pin cases. These new products mark a departure from her previous focus on handbags and wallets, demonstrating her commitment to innovation and responding to market demands. Grier’s passion for leatherwork, her dedication to quality, and her eye for design are evident in each piece she crafts. As she continues to grow Preau Leather, Grier’s unique blend of talent and ambition is sure to lead to even greater success.
Written
by: The Shift Magazine Team
Designed by: Sofia Dawson
Photographs by Amaree Turner
Andrew Grider’s entrepreneurial journey started with a high school passion for upholstery, which soon evolved into a love for interior design. His latest venture — a unique textile line — emerged from two research grants, culminating in his senior capstone project. As Grider explains, “If it’s going to be produced, it might as well be marketable. That’s what started me thinking about the Shift Retail Lab, to get feedback on the broader consumer market.” This practical mindset has guided him in blending creative ideas with business insights. During a summer trip to France, Grider explored the archives of Pierre Frey and was struck by the enduring power of historical designs. “Seeing how artifacts of the past could be reproduced for heritage sites like the Louvre or Versailles — but also reinterpreted for today’s market — was eye-opening,” he shares. This experience inspired him to add playful elements to his own work. Playfulness aside, the heart of Grider’s capstone project is the goal of creating a story through immersive interiors that foster personal connections. “It lets individuals explore and weave together their own stories,” he explains, highlighting the emotional depth of his designs.
Playful Patterns
Grider’s textile patterns celebrate Virginia’s history and landscapes, especially those rooted in his Chesapeake Bay hometown. His designs draw inspiration from local flora, fauna, and indigenous cultures, as well as the spirit of the James River, a force that connects Richmond to the Chesapeake and extends as far as New York. This inspiration has resulted in a collection that features a playful blend of designs, including a millefleur tapestry-inspired pattern with whimsical “macaroni” motifs. “There’s a bit of silliness to it,” Grider admits, emphasizing the lightheartedness that can intertwine with historical elements.
Crafting Narratives
Eschewing fleeting trends, Grider aims to tell meaningful stories through his textiles. “It’s not just about what looks good—it’s about creating a vehicle for education,” he reflects. Each piece invites individuals to explore the stories within, engaging with the natural and cultural heritage of Virginia.
“Even though the river and the nature that surrounds it is concentrated in the Virginia-Maryland area, it can still resonate with people outside of this region.”
- Andrew Grider
Challenges and Creative Solutions
One hurdle Grider faces is marketing the collection in a way that highlights both the textiles and the space that surrounds it. He plans to photograph the pieces at Sauderleet Estate, a historic property in Maryland. “It’s about finding the right frames and the right colorways to make everything feel cohesive,” he says. With over 40 designs, narrowing down which pieces to produce has been no small task.
The Balancing Act
Grider’s past in upholstery has shaped his practical approach to design, enabling him to create patterns that align with furniture to reduce waste. “It’s really about knowing the right scale for the furniture,” he explains. Sustainability, he notes, is essential: “The biggest issue in our market is waste. You can have these beautiful, exuberant prints, but if you’re ordering too much fabric and it ends up in a landfill, how beautiful is it, really?” He strives to ensure that each yard of fabric is crafted to inhabit a space in a meaningful way, rather than becoming just another fixture. This mindful approach defines Grider’s work and aligns with his vision of storytelling through design.
What’s Next?
Looking ahead, Grider envisions his work as a continuous journey that merges heritage with innovation. As he continues to refine his collection, Grider remains committed to creating textiles that are both emotionally resonant and sustainably made. Though he intends to limit this collection to a two-year project, he hints at exploring more complex techniques, like woven velvets or lampas weaving, in future ventures. “When I have more time, I plan to look into more complex techniques,” he notes, revealing his drive for creative growth.
Fueling The Creative Process
Throughout the process, Grider finds joy in little things, like caffeine. “You’ve probably always seen me with a Red Bull—I’m always caffeinated regardless of the situation” he jokes. When asked which cocktail best embodies his collection, he imagines a gin-based martini named “Brackish,” which just like his work, it’s inspired by the Chesapeake’s mix of fresh and saltwater. “It just sounds right,” he adds. For Grider, it’s all about capturing the essence of his surroundings, both in his designs and the inspirations that fuel him.
Making a difference with Antoinette
Founder of Extreme Fitness and Nutrition.
Challenges and Bumps Along the Way...
Antoinette came to shift for feedback on her business and wanted to take it to the next level. After going through the first round of cohort she began to take that feedback and developed her brand. Antoinette states that “the marketing is very expensive. The growth in online training needs more marketing. It has been a challenge on a shoestring budget.” As any entrepreneur knows, investing in a market online that helps you physically is hard.
Antoinette Padilla is a Professional Track and Bobsled Athlete for Puerto Rico and the CEO and Founder of Extreme Fitness and Nutrition. What started as a simple effort to help athletes and busy adults train privately outside the gym turned into a thriving business. Antoinette fell in love with the idea of helping people, which inspired her to create Extreme Fitness and Nutrition.
Her entrepreneurial journey was born out of necessity and passion. “As an athlete, I need something that gives me flexibility to train without being tied to a 9-5 job,” she explained. Antoinette has always sought ways to improve her own fitness and realized, “If I can train myself, I can train others.” Her mission goes beyond adults; she’s equally passionate about helping children achieve their fitness goals too.
Written & Designed by Amaree Turner
Antoinette plans to expand her reach by taking her training courses online, aiming to connect with people worldwide. She envisions, “In 2 years, online training will grow. In 5 years, I’ll launch a training app. In 10 years, a sports performance training center—training professional athletes and celebrities in sports and fitness.” Antoinette remains dedicated to helping people become their best mentally and physically.
She’s gearing up for an exciting event: the Sound Minds and Sound Bodies Sports and Fitness Summit
THE NEXT SET
on February 1, hosted by Extreme Fitness and Nutrition. Additionally, she offers customized sports and fitness training programs, including mental performance, nutrition, personal training, speed and strength training, and speed clinics. You can book a 15-minute consultation through Instagram @ fastchick2020 or LinkedIn @antoinettepadilla.
Antoinette lives by her favorite quote: “Life is 10% what happens to you and 90% how you react to it.” –Charles R. Swindoll.
The Creative Force Behind Beneath the Surface
Imagine a world where language isn’t confined to dry textbooks and boring drills. Meet Sierra Fountain, the creative mind behind Beneath the Surface, a card game that’s revolutionizing language learning. Instead of memorizing vocabulary alone, Beneath the Surface offers a unique opportunity to engage in lively conversations with friends, making the process of learning Spanish enjoyable!
MEET SIERRA FOUNTAIN
The Inspiration: Going Beneath the Surface
Beneath the Surface was born from Sierra taking notice of a common struggle amongst language learners: many can read and write a language well, but when it comes to speaking, they freeze up. The common struggles faced by those around her inspired her to create a game that transforms learning into an engaging social experience. What’s Beneath the Surface? At its core, Beneath the Surface promotes organic conversations. Players pull cards featuring prompts that encourage exciting exchanges instead of just memorizing vocabulary.
Overcoming Challenges
Creating a game that is fun and educational was no feat for Sierra. Sierra found herself lost with questions about the game’s concept “Is it too educational? Will people actually want to play?” These were just a few thoughts that came to mind. This didn’t halt production of the game, instead it motivated her to find the right balance. Sierra found herself working through obstacles she faced by continuously revisiting the product to ask herself questions that would push development, ultimately leading to a game that deeply resonated with its audience.
What’s Next?
Sierra isn’t stopping here, she has exciting plans to expand Beneath the Surface into multiple languages, broadening its reach and impact. Additionally, she’s launching a podcast featuring travelers and language enthusiasts sharing their experiences and insights. “I want to create a place where people can share experiences and learn from each other,” she explains, eager to showcase her commitment to building a community around language learning.
Written by: Chyna McCoy
Experience the Joy of Language
Dive into language learning with a twist! Check out Beneath the Surface on Instagram and look out for the upcoming podcast. With Sierra’s innovative approach, learning a new language is all about creating community, fostering confidence, and having fun!
SHIFT RETAIL LAB @ VCU
SHIFT RETAIL LAB @ VCU SHIFT RETAIL LAB @ VCU
SHIFT Retail Lab is a place for design thinking, communication, and collaboration. Here, entrepreneurs on and off campus are submersed into a hands-on learning environment where they can try their ideas, practice pitching and receive feedback from both peers and potential customers.
Overview
SHIFT Retail Lab has been selected as winner in the Learning category as a part of the 2023 Innovation by Design Awards for Fast Company. Shift was also named as an honorable mention in the Urban Design category as part of the 2022 World Changing Ideas Awards for Fast Company.
THE SHELFIE PROGRAM
Shift Retail Lab’s Shelfie Program provides an exciting opportunity for students, alumni, and community members to test, refine, and promote their innovative and entrepreneurial ideas in a dynamic retail setting. Designed to inspire innovation, Shift offers practical workshops, valuable networking events, and opportunities to win seed money for business development. Participants, known as “Shelfies,” showcase everything from market-ready products to early-stage concepts, gaining critical customer and peer feedback to fine-tune their ventures.
Written by Ashley Ramos
Left: Cael Parker, Shelfie Program Manager
Right: Lloyd Young, Co-Founder of Shift Labs & Deputy Director of VCU da Vinci Center
Founded by Garret Westlake and Lloyd Young, the Lab’s mission is to foster interdisciplinary collaboration. Shift welcomes a diverse range of ideas, from inventions to artistic projects. Cael Parker, Shelfie Program Manager, expressed her enthusiasm for seeing Shelfies return for feedback and updates, regardless of whether they choose to pursue entrepreneurship. “Entrepreneurship isn’t for everyone,” she noted, “but anyone can still gain insight into their goals and skills here.”
“Shift came from a dream to create a space where students are free to experiment, fail, and learn.”
Lloyd Young, Co-Founder of Shift Labs
The program provides Shelfies with rich resources, including an introductory boot camp on design thinking and the Business Model Canvas. Afterward, Shelfies can showcase their creations on a shelf at Shift, pitch at Feedback Friday for the chance to win seed funding, and collaborate on in-house pop-up markets. Shift also offers micro-credential courses and pairs Shelfies with VCU Advertising interns for tailored marketing support. Both Lloyd and Cael stress resilience and curiosity in entrepreneurship, with Cael noting success requires embracing challenges, while Lloyd adds, “We all learn by doing.”
Garret Westlake and President Rao cheering on student pitches at Shift Retail Lab
Kickstarter
CEO, Everette Taylor giving feedback to student entrepreneurs
Shelfie displays at Shift Retail Lab
MEET THE STAFF MEET THE STAFF
LLOYD YOUNG
Deputy Director
VCU da Vinci Center Co-Founder of Shift Labs
GARRET WESTLAKE
Associate Vice Provost in Innovation Executive Director
VCU da Vinci Center Co-Founder of Shift Labs
CAEL PARKER
Postdoctoral Fellow in Innovation and Human-Centered Design
VCU da Vinci Center
MEE MEE LITTLE
Graduate Assistant Shift Events Coordinator
ALICIA EDGERTON
Administrative Coordinator Shift Retail Lab
MALIQUE MIDDLETON Graduate Assistant Shift Community Engagement
RUTH TESFAYE
Graduate Assistant Shift Retail Lab
Written & Designed By: Kendall John
The “Shelfie” program was designed to support entrepreneurs, whether they’re just starting with preliminary concepts or ready to launch a commercially viable product. The goal of the program is to guide aspiring business owners through the process of refining their ideas and connecting them with customers transforming ideas into scalable business models.
Participants in this program have the opportunity to collaborate and gain support from peers or professionals with events such as Feedback Friday, where they present their ideas and receive real-time feedback, harboring constructive discussions that can shape and strengthen their product or service.
Community Engagement
Through hands-on community events such as a pop-up market, Shelfies gain valuable insights through direct customer feedback, creating a supportive atmosphere for innovation. The given feedback creates an encouraging space for innovation and improvement, helping Shelfies fine-tune their product or service before bringing them to market.
Support For Growth
Here at the Shift Retail Lab, we know taking risks is a big part of entrepreneurship, which is why we offer seed funding to selected participants. The funding can be used for product development, marketing, and display design to help businesses take the next step.
Skill-Building
To further support development, participants complete flexible micro-credential courses, designed to build job-ready skills and boost their entrepreneurial expertise. The courses include design thinking strategies to help in creating effective displays and feedback tools for your products.
You’re Invited
The Shelfie Program is open to students, alumni, and community members at any stage of their entrepreneurial journey. Whether you’re still working on your idea or ready to take it to the next level, we invite you to join us to fuel your growth!
What is Feedback Friday?
During the Shelfie Program, each entrepreneur known as a “Shelfie”—has the opportunity to test their ideas in a real-world setting, gaining invaluable insights through direct customer and peer feedback. Feedback Friday is a cornerstone of this journey, providing an event for these innovators to present their concepts and displays to an engaged and supportive audience.
A dynamic round table where your voice shapes the future of entrepreneurship
Joins us for Feedback Fridays
Learn about diverse entrepreneurial ideas: Shelfies will showcase a variety of innovative products and services, offering a glimpse into the ideas shaping tomorrow’s market.
Give impactful feedback: Attendees’ insights are essential for these entrepreneurs. By sharing honest opinions, asking questions, and offering suggestions, you’re helping each Shelfie refine and strengthen their idea.
Support budding entrepreneurs: Beyond feedback, attendees can show support through purchases or even explore investment opportunities in promising products or services.
How to Get Involved
The Shift Lab is a collaborative space for aspiring and established entrepreneurs to test ideas, gain feedback, and build valuable skills in a supportive environment. Whether you’re a student, alumni, or community member, there are plenty of ways to get involved and make the most of what Shift Lab offers. Here’s how:
Join the Shelfie Program
If you’re looking to give back, consider volunteering or hosting an event at Shift Lab. It’s a great way to immerse yourself in the community, meet new people, and share your expertise. 1 2 3 4
The Shelfie Program is ideal for those looking to test and promote a product, service, or idea. It offers participants the chance to display their concepts in a retail-like setting, allowing for customer and peer feedback in real-time. Here’s what the Shelfie Program includes:
- Seed Funding for product development, advertising, and display design.
- Bootcamp Workshops on design thinking to set you up for a successful display.
- Feedback Friday, where you present your idea to the SHIFT Lab community, gathering valuable insights and support.
- Popup Market events to showcase and sell your product.
- Marketing Support from VCU’s Ad Club interns to help build your brand.
Earn Micro-Credentials
Shift Lab’s micro-credentials are short, skill-based learning modules that focus on essential topics like innovation, design thinking, and entrepreneurship. Completing a micro-credential earns you a digital badge through Credly, a great way to showcase your skills to potential employers. There are two ways to participate: Live Workshops: Interactive, online sessions where you can engage with peers and instructors. Topics include Design Thinking, Prototyping, and Storytelling. Self-Paced Learning: For those needing flexibility, self-paced modules allow you to learn at your convenience, led by VCU’s Executive Director of Innovation.
Attend Feedback Fridays
Feedback Friday is a round table event where Shelfie Program participants present their ideas to the Shift Lab community. It’s an open event where attendees provide constructive feedback, ask questions, and support local entrepreneurs. Whether you’re a participant or an attendee, Feedback Fridays are a fantastic way to connect and share ideas.
Volunteer or Host an Event
Written by: Ashley Ramos Designed: Amaree Turner
The on Demo Day 4 1 1
Demo day is similar to Feedback Friday. The big difference between the two is there is more. Demo day in an bu-annual pitch competition event that is held during the fall and spring semester at the shift retail lab . For participants this is a great opportunity to deliver that award winning pitch. You get awards from judges and you will be able to sell or even start a seed funding. This will be a live event that you can attend to watch. You get mentors if you’re participating that will help you leading up to the event. You get options on what you want to do there whether you want to pitch or sell you can. If you want to support your local idea makers and entrepreneurs you can attend to cheer them on.
After the pitch compassion itself you can attend the award ceremony and network with any entrepreneurs that’s there. The winners get seed funding and support. Your voice shapes the future of student entrepreneurs and community entrepreneurs. If you have a big idea, apply to Demo day to see if you got what it takes. Register for Demo day on the shift website. Whether you’re in the idea stage or in the product stage. Apply for Demo day to showcase your innovation to investors. Be one of the featured pitches along with so many other entrepreneurs and creatures in the next Demo day.
Magazine Maker Musings...
“My favorite day was when we went to the library and got to tour the film rooms it was really cool to see”
“This class opened up my world to magazines creation and I loved the process and see how it evolved”
“My favorite moment was group photo day it was so much fun”
“The timelines are challenging, everything is so cool but happens so fast.”
“I loved expanding my creativity and my ability to collaborate.”
“I should start a Shelfie”
“I loved creating the page layouts”
WHAT’S IN OUR BAG.
Written & Designed by Ashley Ramos & KT Schaeffer
See inside the SHIFT magazine team’s world
Most of the team leans towards the practicality of totes, favoring their roomy interiors and easy access. Each bag is a staple in their routine. One team member never leaves home without her Paix Coffee tote, while others rotate between purses and backpacks. Each bag choice is a balance of function and personal style that works for them and all their quirks!
WHEN INSPIRATION CALLS:
A trusty “old school” journal is key to keeping all the good ideas collected. And if you are #pennerd like all of us there is always the one favorite you never leave home without handy. With all those great ideas you are destined for stardom so we suggest having your favorite fan given to you by your eccentric aunt to hide from the paparazzi!
LET’S GET PERSONAL:
TIME TO GET TECHNICAL!
Tech plays a big role in our world and work, whether it’s our trusty camera, a laptop for designing layouts, or a selfie light for last minute photoshoots.
CREATIVE FUEL
Whether it’s caffeine, boba or a probiotic these small essentials keep our editors fueled and ready to create. There were many runs to get a boba, bagels or donuts throughout the making of this magazine. We even had an Uber Eats driver show up with a fresh delivery from Starbucks!
A signature perfume brings confidence and sets the tone for big meetings or creative brainstorms. Make a statement the minute they see you coming in a bight fun pair of sunglasses! #BePrepared is our motto so keeping your feel better remedies handy is a must. As well as always being ready to jet set off to capture the next big story.
Written and Designed by: Julmarie Morala
Written and Designed By: Bel Belvedere, Althea Guevara, Julmarie Morala
FOR when you have to burn the midnight
Check out this playlist by students *includes explicit content
During each of the interviews conducted to produce this magazine, we asked each of the Shelfie’s one simple question: What’s
Next?
“While we technically could release our designs right now, we want to keep makinig improvements. In the meantime, It’s ready to be play tested!
-Cael Parker & Sierra Fountain, Beneath The Surface
“I’m really looking forward to getting these onto campus, and finally it’s about to happen! But down the road I hope to see Project Z on college campuses across the country”
-Anirudh Mepperla, Project Z
“I see myself doing things for other people. A lot of my future career goals include food insecurities, farming, and helping entrepreneurs succeed.”
-Jack Oppenheim, Capitol Run Club
“I plan to maintain high quality in my product while gradually building sales, allowing me to focus on understanding the market and ensuring customer satisfaction before considering outsourcing or scaling operations.”
-Nate Toft, Howard’s Gourmet
“We’re currently moving into the beta testing phase. We want to target our service to be able to help specific groups with disadvantages so really looking at how we can prioritize serving those populations.”
-Aliyah Desautels, Otterwise
“I feel like my next step would definitely be art prints, actual paintings turned into prints,”
-Ayanna Cherry, Enchanted Cherry
“If I had more time to put into this project I would really like to focus on the quality, for example I’d want to produce woven velvets instead of printed velvets or designing another collection based on the Chesapeake Bay, where I’m from”
-Andrew Grider, Grider Upholstery
“The newest thing is going to be my notebooks. I already did pocketbooks and stuff, so I’m moving into some stationary items.”
-Jasmine Grier, Preau Leather
“Really, my ultimate goal here is to just get this to be sold in stores where anybody could walk in and find,either the perfect gift for somebody that they think would appreciate it, or maybe it’s just what they’ve been looking for.”
-Luke Florio, Creative Correspondence
“Now that the brand and our social impact have been solidified, I’m ready to scale and finally take this good to the world”
-Malique Middleton, Gewd Botanicals
“I really want to focus on building around the brand so it is more than just clothes. I want people to read the comic strips, be involved with the characters and continue to build a community that leans on each other.”
-Mason Miles, Dress for Yourself
“I’ve partnered with a great graphic designer to build a 3d prototype from my sketch. From there we’ll be able to build and begin testing a physical product.”
-Susan Lewis, Polavizor
“I would love other people to bring their group in and experience the birdsong secret garden”
-Tonya Birdsong Chavis, Birdsong’s Secret Garden
Written & Designed by: Kendall John
The Shift Internship began when Bella Lubinskas, a Robertson School undergrad at the time, saw two major problems: Shelfie entrepreneurs needed branding help, and students couldn’t land internships without experience. “It felt like a hamster wheel,” Bella recalls.“ Ad students needed an internship to graduate, but you couldn’t get one without experience, and start-ups needed to get funding to expand, but they needed a brand to legitimize their idea to get funding!” Her solution? She pitched the idea to the Deputy Director and they built an opportunity for students to gain hands-on experience while helping entrepreneurs with their branding.
What’s It All About??
Launched in Spring 2022, the program started with twelve interns designing logos, social media strategies, and branding kits for Shelfies and Shift community members.
“We were building the plane while flying it,” Bella says, recalling the early challenges. As the program evolved, interns gained valuable experience, interacting with clients and refining their portfolios with professional feedback. Interns receive weekly check-ins and mentorship from professionals like program director Lloyd Young, which builds confidence and prepares them for future roles. The program’s goal is for students to leave saying, “I helped a local business create their brand while in undergrad,” while providing entrepreneurs with free, quality branding support.
Whats Next??
The Shift Internship currently supports seven interns, with a client roster that includes local businesses like banks and wineries. The program has expanded its recruitment for next spring, welcoming students from Mass Communications and the American Marketing Association.
“I see this becoming a campus staple,” Bella says. “It’s a fantastic opportunity for both students and Richmond’s small businesses. I want it to be something students can put on their resumes and feel proud of and something that start-ups are dying to be a part of.”
Apply to be a SHELFIE
At Preau Leather, our brand is rooted in the vibrant landscapes of Trinidad, translating the island’s natural beauty into elegant, handcrafted leather accessories. Each piece is handmade, featuring organic textures and neutral tones designed to complement your style while boosting your confidence. With a commitment to quality craftsmanship and practicality, our collection empowers the modern individual with timeless, versatile pieces for everyday life.
Our handmade product showcases exquisite craftsmanship and exceptional quality. Inspired by Trinidad's natural beauty,our accessories feature elegant designs with organic textures and neutral tones, enhancing any wardrobe. From sophisticated wallets to versatile purses, each piece aims to elevate confidence and everyday style with timeless appeal.
Jasmine Grier Founder / Owner
L th G d & A
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Discover the elegance of Preau Leather
BROUGHT TO YOU BY. . .
SHIFT RETAIL LAB AT VCU IS BROUGHT TO YOU BY THE VCU DA VINCI CENTER FOR INNOVATION.
LEARN INNOVATION, ENTREPRENEURSHIP, AND DESIGN THINKING.
FLEXIBLE FORMATS—ONLINE, IN-PERSON, OR HYBRID.
SKILLS YOU CAN ACTUALLY USE AT WORK (OR FINALLY LAUNCH THAT SIDE HUSTLE).
