'I wasn’t ready to give up.' Janesville Black businesses owners share what keeps them forward-focused

JANESVILLE — Originally from Texas and raised in Beloit, Lester Grace Jr. moved to Janesville two decades ago. While taking a break from studying accounting, he began entering barbecue competitions.

As part of National Black Business Month in August, Grace and other Janesville entrepreneurs shared what launched their business careers, how those careers have progressed, and what continues to inspire them.

National Black Business Month was first marked in 2004. According to the Center for Family and Community Engagement at North Carolina State University, cface.chass.ncsu.edu, it’s “a time dedicated to acknowledging and appreciating Black-owned businesses in the United States.”

In an August 2024 article on its website, the center noted that Black business owners own 3.5 million businesses in the U.S. and employ more than 1.2 million people.

Grace

“Starting my own business has always been a dream,” Grace reflected in an interview.

He opened Backyard Barbecue in Janesville a decade ago as a sandwich shop in a strip mall, and grew it from there. That shop closed in less than two years, a valuable learning experience.

“‘I wasn’t ready to give up,” Grace recalls.

He shifted to catering, with quick success. Three years ago, he bought a food trailer and last year expanded into a new building at 2517 Milton Ave. It is set to further grow this November into a year-round catering operation.

Grace handles everything from preparing seasoning and barbecue sauce to managing a menu featuring pulled pork, chicken and brisket sandwiches, ribs, mac and cheese, barbecue nachos, and mac bowls.

His wife, Heidi, assists with the business.

“Being a Black business owner can present some obstacles,” Grace says. “Unfortunately, people sometimes judge based on skin color.”

“Have I faced issues? Sure, but sometimes it was my own self-esteem, related to being Brown, that caused anxiety when going to the bank.”

“As I connected with other Brown business owners, that anxiety lifted. I don’t think my community sees me as a Black business owner — they see me as a local business owner. I’ve noticed more people coming in, excited to support a local business.”

Paquita Purnell

Paquita Purnell moved to Janesville from New York after her father took a job at General Motors. While working as a secretary at the Wisconsin Center for the Blind and Visually Impaired, Purnell started Blessed Divine Creations, LLC, in 2014 with her mother and business partner, Paulette Reddish.

The duo had gained experience decorating for their church events, and were encouraged by their bishop to start their own business. Today, Blessed Divine Creations offers event planning, decorating and a gift shop featuring candles, incense, bags, skincare products and custom gift baskets. They sell their products every Saturday at the Janesville Farmers Market.

Purnell and Reddish have planned and decorated for events ranging from weddings to birthday parties to graduations.

Previously, Purnell operated a shop at the Uptown Janesville mall with items for sale from over 16 Black and Latino-owned businesses. She now operates from an office space.

Purnell, accredited by the Better Business Bureau, emphasizes the importance of quality service and access to funding for Black-owned businesses. She said she is grateful for support from a Main Street Bounce Back grant and the Wisconsin Economic Development Corporation.

As the committee lead for Black Women in Business Beloit, Purnell also helps organize a yearly expo to connect and educate Black business owners.

Jordon Carrillo

Jordon Carrillo, originally from Milwaukee and raised in Beloit, discovered his passion for barbering at a young age. Gifted with beard trimmers by his mother in middle school, he began cutting hair for friends and family.

“Next thing you know, my friends from school were like ‘Oh, who did it at a barbershop?’ I said, ‘No, it was me,’” Carrillo recalls.

When he met his wife, Kelly, who lived in Janesville but traveled to Beloit for haircuts at an ethnic barbershop, she encouraged him to work at a newly opening barbershop, Five Star Barbershop, in the Uptown Janesville mall.

Carrillo became manager and then owner a year later. He doubled the shop’s size by renting out chairs and now employs 10 barbers and one stylist specializing in dreadlocks and braids. The shop is still located at Uptown Janesville.

As a biracial Black and Hispanic business owner, Carrillo says he has faced challenges including racism, and aims to counter that.

“I understand the ethnic and urban side and bring that appeal to Janesville. We help people feel understood,” he said.

His advice to aspiring Black entrepreneurs: persevere. “Just keep grinding and pushing forward,” he said.

Shotona Johnson

Originally from Chicago, Shotona Johnson moved to Janesville in 2019 and began offering lawn care services.

A client’s offer of garage items in exchange for lawn work led him to selling antiques. In 2022, he opened his first antique store in Beloit, later expanding to a larger location at 217 Pine St. in Janesville. He has since shifted to online sales, with over 10,000 items now available.

Johnson collaborates with local businesses like Glass Garden, Blessed Divine Creations, and Carousel Consignments. He also gives back to the community, contributing hygiene items for the homeless and organized a George Floyd march in 2020.

Johnson advises, “Always be honest, humble and straightforward. Don’t worry about what others may think. Focus on building something for your community, yourself and your children. Keep your head up. If you stay consistent, success will follow.”

Johnetta Marton

Johnetta Marton, owner of Royalty Events and Fitness in Janesville, has in recent years transitioned from fitness to event decorating.

Inspired by her aunt, an Iowa event coordinator, Marton establish her own Wisconsin business two years ago.

Royalty Events coordinates special celebrations including Sweet 16, birthday, and wedding parties.

Marton’s advice to aspiring entrepreneurs: “Believe in yourself. There are many roadblocks, and it can feel impossible. If you truly believe in what you’re doing, you’ll start seeing success.”

“I got tired of just dreaming about (owning a business). I started to move,” she added.

Marton encourages support for all startups, not just Black-owned businesses.

“People are quick to go to big-name companies and leave smaller businesses out. I hope the community can put more trust in smaller businesses for their needs,” she said.