Southland Development Authority (SDA) helps White Lily’s & Caviar Win Game-Changing $100,000 in iHeartRadio Ad-Spend
Surrounded by rows of delicate white lilies, LaTonya Renee had no clue her grandmother’s garden would one day change her life forever. In that garden, every petal embodied peace, elegance, and a quiet strength. These qualities would inspire her to start White Lily’s & Caviar Boutique and Spa in Merrionette Park. A sanctuary for women to find the same peace she found in that moment—through affordable luxury services and fashion.
On its one-year anniversary, Renee’s vision is making waves—and soon to be radio waves—across the Southland thanks to assistance from the Southland Development Authority (SDA).
When she started her brick-and-mortar business in October 2023, no one even knew she existed. It was incredibly frustrating. “One of my biggest challenges is visibility,” Renee explains. “I’ve had customers come in and say, ‘I didn’t even know you were here.’ They’d been to the laundromat or the pet store right next door but never noticed us. It’s frustrating, but that’s where the Brilliantly Black Business Award has been such a blessing.”
In January 2024, Renee joined the Business Growth Services Program as a new entrepreneur in need of guidance. “The SDA community has been so valuable in helping me grow this business,” LaTonya reflects. She points to the SDA’s Jamie Makuch as a key figure helping her refine her business strategy. “Even when I’m disconnected because I’ve got a thousand things in the air, Jamie reels me back in. Her support has been crucial.”
Renee was just recognized as a Brilliantly Black Business Award winner—meaning she’s about to receive $100,000 of ad spend on iHeartMedia stations. An absolute game-changer. For a fledgling boutique just getting its footing in an inflationary economy, every bit of support is crucial. “I spend as much on marketing as I do on rent, just trying to get people to know we’re here,” Renee says. “Now, I’ll have the opportunity to reach people I never could have reached with just my social media or SEO efforts.”
Renee has a unique approach to what she calls “affordable luxury”; a special blend of spa services and fashion. “I had one lady try to compare my spa services to those done at the mall. I had to explain, ‘Honey, this ain’t the mall.’ When you come here, it’s about the experience—the robes, the slippers, the heated massage bed, the wine, the tea—I make sure you get more than what you pay for because it’s about how you feel when you leave, not just the service itself,” she proudly explained.
Makuch’s guidance helped Renee see the potential in aggressively promoting the boutique side of the business. “Jamie came in and said, ‘You’ve got to hype up your clothing.’” It turned out—she was right. “I had this whole boutique with beautiful items, but I wasn’t giving it the attention it deserved,” Renee recalls.
That was when she reintroduced her Shopify store and planned events around her fashion offerings. One of the biggest events is taking place on October 5th—the Eat Sip Shop and Save event. Renee plans to host a sidewalk sale.
“This is my year anniversary, and I wanted to make it special,” she says. “Women love to shop, so I’ll offer great deals and create an experience with food, drinks, and live music. But I’ll also make sure they leave with marketing materials about our services. It’s a win-win, and I hope it works out.”
Renee dreams of moving to a larger space for spa showers and even larger spa parties. But more importantly, she wants to help other small businesses grow, “Just like the SDA helped me,” she explains. “I’ve already partnered with local designers and businesses that make scrubs and other spa products, and I want to do more of that.”
With her upcoming events and soon-to-be skyrocketing visibility from the Brilliantly Black Business Award—it’s clear White Lily’s & Caviar is well on its way to achieving its goals. “I’m here for the ride, and I’m ready,” she says with a smile.
About Southland Development Authority
The Southland Development Authority is a nonprofit business organization launched in 2019 by business, civic, and political leaders from around the Southland who recognize the potential of the region’s people, businesses, and real estate. Our mission is to bring the resources and capacity needed to achieve transformative, inclusive economic growth for the south suburbs with a focus on investments in the Southland’s communities, industry, housing, and workforce.
We work steadfastly to connect Southland business owners, investors, and individuals with key resources to operate and thrive in the region, from equipping mid-size and small businesses in our Business Growth Services Program with customized advice and consulting services to helping local residents access the tools needed to pursue their entrepreneurial dreams. With a deep institutional knowledge of the Southland’s people, markets, and history and our multifaceted, experienced team, the Southland Development Authority is a powerful partner for any individual, business, or investor.
