Angel Morgan of Illinois on Life, Lessons & Legacy

We recently had the chance to connect with Angel Morgan and have shared our conversation below.

Angel, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What’s the most surprising thing you’ve learned about your customers?
Big business cooperations have a reputation for being a little on the cold side. Personally the type of person I am is kind, gentle, understanding, and non judgmental. Quickly had to learn people will use that to their advantage. I had to instantly understand that my personal traits are great when connecting with a customer but, I had to grasp a cut off point of being too personal. For example checking in. I love hearing the feedback about how my products make my customers feel. Sometimes I would personally ask them this question and it leads into another conversation off topic that’s not about business. Conversations about something that is hurting them, making them feel depressed, someone who made them mad. I love being there for people or in that matter , anyone who needs my assistance.
My main focus on my Brand is to make women feel beautiful. At first I thought it was okay to do so. But, it then started to make me feel like a therapist. Which personally I don’t mind. Business wise never knew how it would affect me in the long run. I thought showing empathy to my customers in the setting was ok. When, I should have kept it only about my products. But, being in business I have learned the definition of keeping business and personal separate.
I use to want to please every single customer. Everyone one had to be satisfied. Still do believe in it. But, I know what I bring to my business the confidence, the quality, and professionalism. The way I act with customers are so different from the way I use to act. It definitely feels like a lifetime movie.
You will always get great customer service and a genuine thank you. Sometimes that is not enough for people. You think you are giving the best of yourself to a stranger. Until an event happens and you are left looking like the bad guy. When that wasn’t your intentions. From customers wanting to be in my commercials, photoshoots, free items or ads.
I had a customer get mad at me because she buys my products all the time that she should be in my commercials and ads. Personally she felt I didn’t think she was pretty. Another customer decided to make a video of me not responding to a personal message about her life shaming my products. Another customer threatened me for not giving her free items. Another customer threatening to come to where my business is established and kill me because she wasn’t in a commercial. The list goes on.
I have lost personal friendships who were buying customers because I didn’t post them enough or tag them enough. I started to feel like I was being pulled in every direction trying to please everyone. It was for sure taking its toll on my mental health. They started to feel entitled to something I was building. Yes, I thank you for buying my products and believing in my brand. But, I don’t owe you anything. I had to sit behind scenes and remain humble, and calm. Watching it all go down. Being from Chicago my pride was hurt so bad. Couldn’t seek advice from family. I come from a city where you couldn’t let no one punk you. But, if I chose violence with ignorance my business would have been over. No one will take me seriously if I’m arguing with everyone who feels ill about me. Especially on the internet. Had to change that mentality very quickly if, I wanted my business to thrive. I had to protect my image. I chose to take the route of professionalism. Which is so hard to do when you are not trained for it. That’s when it clicked. I cannot please everyone.
I couldn’t do anything but, blame myself because I let these business-ships become too personal. But, now I know. I love my customers. That’s it, that’s all. Draw the line.

Can you briefly introduce yourself and share what makes you or your brand unique?
Hello, my name is Angel Morgan, CEO of Anjewls cosmetics and naturalle . Born and raised in the city of Chicago on the south side. What is special about my brand is that it helps women feel beautiful about their selves. Growing up in the city of Chicago is very hard for a young woman, especially growing up around drugs, prostitution and gangs. As a child, I was taught on how to survive in life. How to defend myself ? How to protect myself?But I was never taught on how to be successful. I was told that you need a 9 to 5 or you have to attend college in order to be something or someone special in life. where I’m from sometimes making it to your 16th birthday was a goal. But being from Chicago around that time you learned that even as a child you had to have a hustle . What sets me aside from other brands and organizations is that hustle mentality and the personal connection.

Okay, so here’s a deep one: What relationship most shaped how you see yourself?
As a mother, I get emotional all the time talking about my babies. I didn’t have my mother growing up. But, I did have a grandmother who was my mother figure. My grandmother didn’t have her mother. Talk about breaking
generational curses. Drugs and alcohol played a big role in the women life around me. I grew up in an environment, where the women had to remain strong, always no matter how hard it was no matter who they have lost to the violence in Chicago at the time. The women in my life at the time taught me how to survive. But ,they didn’t teach me how to be a woman. I didn’t receive compliments on being pretty, on being smart, not even a simple you did it when receiving a “A”. The man in my family were held on a pedestal. Because of who my mother was, they already knew that I wasn’t gonna be anything, that I will turn out just like her. A woman who was addicted to drugs, prostitution, have a lot of kids, in and out of jail, and mentally messed up. They have had this idea of who I was before. I was even brought into the world .Born September 8 my daughter ArRell. I vow to myself to be the mother. I never had to show her that you can survive and be successful in life. You don’t have to choose either or. Do extra when she receives an “A”. Always tell her how pretty and beautiful and smart she is and how successful she can be. Let her know that she is the best no matter what. My daughter has a business as well and she sells gaming headphones. I let her thrive in her own identity, but I also am showing her how to build a foundation for herself so she doesn’t have to even depend on no one. showing her that hard work and dedication definitely pays off. I have a son born June 10 who also has a business selling head caps for locs is different in so many ways but is the most funniest person I have ever met in my life, but I am most afraid of his future. Being a black man in today’s society is by far one of the hardest things in life right now. I am so protective of him. I hold him close because, my brother was taken away from me at the age of 16. So many similarities of how my son act today is how my brother used to act. Losing my brother to gun violence. Definitely traumatized me, but making sure that my son is raised to the best of my abilities and is given the resources to also thrive in his life. My brother wasn’t given the love and nurture that he needed to survive in life. I vowed to my son that I will do whatever it takes to make sure that not only him, but my daughter will survive and be successful. Giving them the resources I didn’t have. My relationship with my kids have definitely shaped how I see myself as not only a business woman, but as a mother. I carry myself with such professionalism, gratitude, being humbled, and positive.

Was there ever a time you almost gave up?
Growing up in Chicago, your cousin’s were your brothers and your sisters. Recently in 2024. I lost another brother to gun violence in Chicago. I cry writing this because I have already lost so much my mom, my dad, my grandmother, my baby brother, and now the only person Who encouraged me with my business from the beginning was now taken away. I thought that because I lost so much that God will give my heart a break and stop taking people who I love for me so early. I found myself starting projects and not finishing them. I started to fall into a deep depression and became very angry. At this point in life, my only concern was surviving. I so heartedly wanted to give up fighting for a dream that I thought would never become a reality. My heart was not a heart anymore. I was only living to provide for my children. I didn’t care about myself anymore. Til this day, I think of him every day. Not a day goes by that I don’t think about him and I hate that I think about him. He was my superhero. He was the glue. I didn’t get a chance to tell him how important he was in my life. His death woke me up. I wanted to give up. I feel like I had no one. I didn’t know what to do. The Internet became a constant reminder that he was gone and he’s not coming back .My faith definitely took a fall. I started to question in my whole existence. I fell into fell deep dark hole. I’ve then started to separate myself from the Internet, separate myself from business , separate myself from relationships separate myself from everything I didn’t want to feel anymore. I didn’t want to hurt anymore. I didn’t want to cry anymore. I didn’t want to think about him anymore. I didn’t want to talk to anyone. But, I could hear his voice telling me to keep going. He always told me that life is not promised and that you need to live it. If you want something you go for it. His favorite saying was “don’t procrastinate”. I had to be the one to pick myself back up and restore my faith in God. No excuses. I told myself that I can’t give up on my dream. There will be times where it will be harder than losing a life, but I will have to keep going because I know that my end goal is to create generational wealth and I know it will make me happy. Stay focused, don’t procrastinate, and don’t make excuses.

Sure, so let’s go deeper into your values and how you think. Whom do you admire for their character, not their power?
The person I admire for their character and not their power is my fiancé. He is the most honest, loyal person I’ve ever met. He keeps me on my toes. He reassures me with an abundance of love. He also has a business and sells cologne for men. He protects me. I feel heard. He is gentle, sweet, kind and did I mention handsome.

Okay, so before we go, let’s tackle one more area. What is the story you hope people tell about you when you’re gone?
The story that I hope people tell about me when I am gone is that I was sweet, kind, and a natural born hustler. Also hilarious.

Contact Info:

• Instagram: Anjewlsllc
• Facebook: Angel Morgan
• Youtube: Angel and ArRell

Image Credits
My friends Ashley and Keyshire. My kids and my fiance. My brother BJ.