Black-women owned lifestyle brand & studio in New Orleans
By Shanize Byrd
The first time I visited Apartment 4 Lifestyle, it already felt like a familiar place. I was in the middle of a very trying season and needed a space where I could just be and release in peace. A sister-friend of mine invited me to a hot yoga class there. And there it sat, a peach building right on the corner of Galvez and Dumaine in the historical 7th ward. I was met with Sheca at the front door and she had the warmest smile. She has a nice cadence when she speaks because there is laughter between her phrases. I get anxious when I go to new places sometimes, but her welcome eased me. Clearly I was a novice yogi because I didn’t even think to come with a yoga mat or blanket, but Sheca said “we have one you can use!” When I fully stepped into the studio, I was amazed by the imagery. I became childlike, wanting to examine everything around me. In the middle of the ceiling were dried roses hanging upside down over a beautifully crafted altar. There were crystals, sage, authentic African cloths, vintage jewelry and books about sacred womanhood. The way everything was placed, you can tell that there was great intention in the hands and minds that did it. I wanted to spend my entire day there.
Alicia and Sheca, are the proud owners of Apartment 4 Lifestyle, which is a cultural concept studio that provides fair-trade, handmade and vintage goods located in New Orleans. Alicia says that they were very adamant about making sure that the studio was classified as such because it is more than just a retail shop, it is a lifestyle brand. I don’t blame them one bit because when you experience it for yourself, it is almost impossible to encapsulate it into one thing; one dimension. I consider it a “sanctuary”, where you can feel free to be yourself, ignite your creativity and walk away with a one-of-a-kind piece. Sheca expresses how they both led with the intention of creating space for people to feel welcomed and have a place of belonging.
“We are just two Black women with ideas for this space, but first and foremost, we want it to be very welcoming to everybody. If you belong here, you will feel welcomed here.”
They shared about an event that was held at the studio just days prior to our conversation. Two other Black women creatives organized a two-day event, All About Love, which was to celebrate the entire spectrum of love: platonic, romantic, kinship and more. Moments were captured by a local Black woman photographer, which in my opinion were vivid in their expressions of joy. When I saw the photos on my Instagram feed, I had a bit of FOMO because it looked like such a vibe. Alicia says that moments like the All About Love event or when customers audibly express their amazement reassure her that Apartment 4 Lifestyle is in alignment with their intentions and visions.
“We were definitely always looking for this space to share with other creatives and people. Like this weekend someone else’s vision was able to come alive in our space and that’s what we wanted.”
Both Alicia and Sheca have a very similar background when it comes to their artistic influences. I was curious to know who had a hand in shaping their creative eyes and teaching them these brilliant skills. Sheca told an endearing story about her mother decorating her childhood room in distinctive themes like Strawberry Shortcake and purple unicorns. I smiled watching her travel back to her days as a little girl twirling around in her room. Apparently, Sheca’s mom was “fancy, fancy” when it came to the aesthetics because there was a time she dyed the carpets black in order to match her “black & red” theme. Sheca laughed when recalling how the bottom of their socks were stained for years. Alicia credits her sense of style and interest in fashion to her grandmother, who was a seamstress. She also grew up around a grandfather and father who were both carpenters. So, rather than purchase expensive luxury pieces, she taught herself how to build and remodel her own.
Throughout the entire interview Alicia and Sheca would adorably finish each other’s sentences, glance at one another and laugh out loud. But, I enjoyed seeing them do it the most when they talked about their first apartment together. About twenty years ago, the creatives moved into a unit, “apartment 4”, in Baton Rouge, LA. They were both attending Southern University at the time. With the excitement of having their own space, they made designing their home the top priority. Sheca giggled at the camera when she admitted that they prioritized the interior design over making rent. I could picture this space as they walked me through the halls of it, while telling the story. I loved that they finessed one curtain panel, because that’s all they could afford, into a chic pair of curtains. It was a tell-tale sign of their creativity and willingness to create beautiful things and experiences, regardless of the resources. Eventually, they would invite friends and guests over for curated events, making their apartment the perfect backdrop. The duo told me that it was common for people to come into their apartment, deeply admire the decor and would want assistance in their own homes.
“We were doing it for ourselves, but anytime anyone would visit they were appreciating the space. And that evolved into ‘wouldn’t it be great if we could have a space where we did all these things we love to do,” Sheca.
For a couple of years, Alicia and Sheca ran an online store with the same name as their studio, which provided fair-trade and handmade artifacts. Both were juggling full-time gigs and sometimes living separately in different states. Alicia had been teaching for 11 years and reached a point of unhappiness. Yet, she was very reluctant to leave her job. Like many of us, she was a Black woman who hadn’t gone a long period of time without working and feared taking that huge leap of faith. Alicia shared that she prayed for God to reveal, as bold and clear as “110 sized font”, what would be the next steps for her to find happiness again. Three days later, she was let go from her teaching position. I admired the way Sheca interrupted her story to affirm her courage and put into perspective what anybody can gain from her experience.
“When you’re working for someone else, you are showing up for them everyday. Showing up for yourself and knowing your value and starting to put that out into the world, things just start to manifest.”
Alicia was let go in December 2020 and shortly after Sheca says she had a dream that told her they needed to be in the same place and build Apartment 4 Lifestyle outside its online platform. In February 2021, they both were extended an opportunity to worked with a collective, Merchant House, in New Orleans. Sheca was living in Philly at the time and after Alicia was released from her role, she took it as confirmation that it was her time to return to Louisiana. By March 2021, she made her way to New Orleans and they both began to do the groundwork. Originally, the studio owners were looking to have a “mobile” studio on a truck. They laughed when they talked about their content with just having a truck. But clearly there were much bigger plans that exceeded their imaginations. Their now brick and mortar was a space that others tried and failed to get, but it’s like it purposely fell into their hands. It goes back to what Sheca was saying about what happens when you really start to bet on yourself. Within the matter of seven months, they went from visualizing a studio to actualizing it.
In August 2021, the creatives were ready for their grand opening until Hurricane Ida viciously swept through the city. The city suffered from major power outages and the struggles of tempering the coronavirus cases. Their opening was delayed until late September. But, what’s that saying that’s been circling around lately? “Delayed but never denied”. The day of their grand opening, Sheca and Alicia say that “ women showed up”. They had me at “they brought chicken and champagne” because that is pure love right there. The support and celebration they received that day was affirming that their moment had arrived and it was their time.
I asked them both what it means to them to be Black-women owners of a studio, particularly in New Orleans. You can tell when a Black woman feels a sense of pride in herself and is about to speak her piece by the way she adjusts her body and tone. I always love to witness those moments, so seeing them both change their posture and simultaneously take a breath in made me lean in and listen more. The creatives share a love and gratitude for being located in the historical Treme of New Orleans. Listening to them explain their thoughts and emotions was like watching a beautiful dance between partners. One would begin a phrase, while the other flowed right in with perfect timing and placement. They danced back and forth until I had the complete story.
“It means so much to be the owner of a studio in New Orleans, in the Treme. It means being a part of a history. It means carrying on,” says Alicia.
“…it feels sacred, it’s sacred ground,” added Sheca.
“the legacy of the people. It means taking up space,” continued Alicia.
“taking up space that has welcomed us as Black people (and Black women). Literally walking the same Earth as people who felt safe here for so many years, expressed Sheca.
They each have a young daughter and hope to be role models to them. Though this space is welcome to anybody, Alicia expressed how Apartment 4 Lifestyle is especially for other Black women creatives. Some of her former educator colleagues have come to visit the studio and were in awe of its success. They are romanticized by how Alicia has come into living another part of her life’s dream. But, she doesn’t want them to live vicariously through her. She and Sheca want women like them to pursue their dreams and live out their imaginations. They graciously open their studio as a table for other Black women to pull up a seat and manifest their visions.
“We got a table for you, sis. Come sit at it. We will pour into you, you pour into us. It means being an inspiration to other women,” declared Alicia
At the end of the conversation, I asked the signature question (“why you wanna fly Black bird?”) and was quite pleased that they both focused their responses on prioritizing joy. Alicia has seen the great outcomes of choosing her happiness and pouring into her dreams. Her happiness is necessary for her liberation and her liberation is necessary to the community. Sheca emphasizes that “aesthetics”, especially in the home, have such a positive influence on the psyche and wants to encourage more people to prioritize it for themselves. She believes that the peace and joy it brings is freedom and freedom is everyone’s birthright. I couldn’t agree more.
If you are the New Orleans area, visit Apartment 4 Lifestyle at 2201 Dumaine Street, New Orleans, LA 70130. Visit their online shop and follow them on Instagram @apartment4lifestyle.
