For Black women entrepreneurs making business and marriage work, the advice is almost always the same: “Don’t work with family!” Family and business are often seen as a tough combination, like oil and water or hot grease and a straightening comb (you already know).
It’s easy to think of situations where family and business have clashed, but what about the success stories? Black women entrepreneurs defying the odds and thriving in both marriage and business are rewriting the rules. Family businesses aren’t just heartwarming tales—they also fuel 57% of the U.S. GDP.
To explore this further, we sat down with Sistahbiz member, CEO, and relationship expert Elitia Mattox. Together with her husband Cullen, Elitia runs When Love Works Dynamically, a business helping over 1,000 clients navigate personal growth and relationship development. They’ve successfully balanced being married and running a business, proving it’s possible to thrive in both love and entrepreneurship.
Here’s what Elitia had to say about setting boundaries, tackling challenges, and making business and marriage work.
How Can Black Women Entrepreneurs Making Business and Marriage Work Define Roles and Responsibilities? How Have You and Cullen Done This?
This was a no-brainer for us. When I decided to turn our passion into a business, I started with our backgrounds. I asked two questions:
- How do our qualifications set us apart to do this work?
- Would this business require a new skillset?
We both had over 20 years in our respective fields before working together but knew we wanted our collaborative business’ content to be unique and have a focus on consciousness.
Cullen [husband and cofounder] is more the creative and ideation-driven one. He’s the Creative Director who finalizes the aesthetics of all services and products as well as the brand image of our business.
I’m driven by how the curriculum is packaged and its psychological impact. I’m also the CEO in charge of staff development, administrative decisions, and partnerships.
We both are Relationship Coaches who are well-versed in the WhenLoveWorks Dynamically content and processes.
What Are the Hardest Challenges for Black Women Entrepreneurs Balancing Business and Marriage?
In relationships, balance is often the hardest thing to manage as married business partners. Shutting off work to give your relationship the attention it needs to grow and thrive is key—and it’s not always easy.
How Can Married Business Partners Set Boundaries to Thrive in Love and Work?
During the workday, we respect each other’s strengths and ask tons of questions. Early on, I struggled with teamwork and got impatient with Cullen’s questions. But Cullen, being the Love Leader he is, addressed it with me directly. I owned my behavior, apologized, and made healthier choices.
Cullen excels at setting boundaries after work hours, often lovingly reminding me when it’s time to unplug.
What Are Your Best Work-Life Balance Tips for Black Women Entrepreneurs Making Business and Marriage Work?
Here’s what works for us:
- Consistently demonstrate in words and actions that you are partners in love first.
- Create off-time and restorative practices, then automate reminders to follow them.
- Express gratitude throughout the workday.
Is a Kid-Friendly Workplace Essential for Family Businesses?
Absolutely! Creating a kid-friendly workplace not only supports employees’ holistic needs but also sets businesses apart. When employees feel understood and supported, productivity increases.
How Do Work Roles and Home Roles Align for Black Women Entrepreneurs?
Our roles don’t conflict because we prioritize home life. We set schedules that center around being healthy individuals and partners first, then integrate work.
How Do You Resolve Work Disagreements While Keeping Home Life Intact?
We don’t have work disagreements because we discuss what we are thinking before we make the decision. We do this for two reasons: one, we see our partner as a valuable part of the brainstorming process; and two, we know every decision impacts the other person as well as the rest of the team and our clients.
The only impact these discussions have on our home life is when we carry them over into our ‘off hours,’ but even then we love what we do, so we don’t mind continuing the conversation until we get to the best decision.
Should Couples Have Separate Workspaces?
Yes, having separate workspaces is beneficial. Everyone has unique working styles, and separate environments allow for productivity and creativity to flourish.
How Do Black Women Entrepreneurs Handle Stress While Balancing Business and Marriage?
When stress arises, I communicate it to Cullen and our team. If it’s something I need to handle alone, I change my physical environment, breathe, and tap into my creativity. If anxiety kicks in, I step away for self-care before revisiting the issue.
How Do You Make Time for Self-Care?
I prioritize self-care with a monthly spa membership, manicures, pedicures, workouts, and connecting with loved ones.
How Do You Stay Committed to Both Business and Marriage?
Our commitment comes from a shared desire to end the struggle around love in historically marginalized communities. We live what we teach—our WLWD model holds us accountable as partners and coaches.
If You Could Change One Thing About Your Business Journey, What Would It Be?
Honestly, I wouldn’t change a thing. Every step of our journey brought us to where we are today.
What Advice Would You Give Couples Considering Business Together?
Ask yourselves if you’re ready to:
- Show up as partners in love first, every day.
- Automate restorative practices in your schedule.
- Express gratitude consistently throughout the workday.
Elitia Mattox is a member of Sistahbiz Global Network, the leading online learning community and business planning hub for Black women entrepreneurs. Sistahbiz offers business courses, training, coaching, resources, and a supportive sisterhood to help founders thrive. If you’re ready to take your business to the next level, log in to the online community at app.sistah.biz and take advantage of a 14-day trial.