The new year is in full swing, and motivation is at an all-time high. Goals have been set, workout routines are back on track, and vision boards are being created—all in the spirit of a fresh start. With endless possibilities ahead, the start of a new year brings a unique sense of renewal. One goal, in particular, stands out for 2025: starting your own business.
For many, launching a business is an exciting idea, especially for Gen Z. Being your own boss, setting your own schedule, doing work you love, and building something meaningful are all major draws. In today’s unpredictable economy, job security can be uncertain, but when you run your own business, you don’t have to worry about sudden layoffs. However, while starting a business sounds appealing, there are challenges you might not consider in the excitement. We spoke with two successful Gen Z CEOs to learn not only how to start a business but also how to make it last.
Marshea Chanel, content creator and founder of the popular brand MC Squared, believes community is the foundation of any successful business. While education and financial knowledge are important, a business cannot truly grow without making an impact, which comes from building connections. “There’s no room for pride in business if you want to succeed. Do your research first, but don’t hesitate to ask questions, take chances, and use your network and resources,” she tells GU. Maya Winston, who launched his own accessories brand, follows the same principle. He built a strong base of loyal customers—including celebrities like Angela Simmons and Tia Mowry—by first growing his personal brand. “When your brand aligns with your business’s values and vision, it builds trust and credibility, which leads to long-term supporters,” he explains.
Below, we dive into the insights Chanel and Winston shared with GU about launching their fashion brands, achieving long-term success, and why 2025 is still a great time to start a business.
What Should You Consider Before Starting a Business?
When starting a business, it’s not just about building a community—it’s about understanding the time, effort, and responsibility involved. Educate yourself about your industry and ask yourself important questions: Why are you starting this business? Will it stand the test of time? “Being a business owner is often glamorized. Don’t get me wrong, it’s very rewarding and comes with a lot of highs, but there are also challenges,” Chanel explains. “Be prepared for everything that comes with it.”
Is Starting a Business Worth It?
Despite economic uncertainty and societal pressures, there is nothing more fulfilling than pursuing your dreams and seeing them come to life. If your business idea makes sense now and in the long term, it’s worth pursuing. “With the right planning, research, and execution, there is always room in the market if you have a great product or service,” says Winston, who waited two years into the pandemic before launching his brand. “Looking back, I regret that decision because so many businesses thrived during that time. If you wait for the perfect time, it will never come—the best time to start is now.”
How to Maintain Your Business
It’s easy to get caught up in the excitement of launching a business, but sustaining it is just as important. Chanel and Winston both emphasize the importance of consistency and staying connected with your audience.
For Winston, success comes from offering high-quality products and building relationships with customers. He listens to their needs, engages with them regularly, and fosters connections beyond transactions. “Gen Z has grown up in a fast-paced digital world, but staying steady and true to your brand will set you apart. In the long run, it’s not about being the loudest voice but the most reliable,” he notes.
Chanel, on the other hand, believes in staying informed about trends without losing sight of her brand’s purpose. “You can lose your audience if you’re not introducing them to new things,” she says. “People want to shop for what’s trending, and you have to stay relevant.”
Underrated Business Tips
Although entrepreneurship is widely discussed, financial management is often overlooked, particularly for Black business owners. Chanel stresses the importance of keeping finances organized to prevent future issues. “The backend of your business is just as important as the front end,” she points out. “File your taxes quarterly, hire a bookkeeper, or use apps like QuickBooks and Xero. A successful business depends on having everything in order behind the scenes.”
Winston adds that challenges are inevitable, but they shouldn’t deter you from your mission. Success and setbacks are part of the journey, but staying focused on your purpose is what matters most. “The biggest lesson I’ve learned is that ups and downs don’t determine the future of your brand—your vision does,” he says. “What keeps me grounded is my brand’s purpose: celebrating women and making luxury accessories accessible. That mission is bigger than any setback or success, and I’ve learned to handle every moment with resilience and a clear goal for where I want my brand to go.”