Meet Our CEO

My name is Jaliyah Ford and I am the proud owner of Soft Sugar! I am currently a student at the University of North Texas and majoring in Digital Retailing.

As you know, school can be very exhausting and emotionally draining. After I graduated high school, my overall mental health and self-confidence was at an all time low. I wasn't happy with that version of myself. When I moved off to college, I decided that it was time for a fresh start and that I needed to do something to elevate my state of mind. I started prioritizing myself and doing things that make me happy. From writing down daily affirmations everyday to taking personal rest days, I was the happiest I’ve ever been. I want to help other girls that are in my same position because I know how it feels to be that low. With having an entrepreneurial spirit and wanting to make an impact, I decided to start Soft Sugar. I want to motivate other girls facing similar challenges through selling motivational apparel. Sometimes, all you need is a reminder throughout the day to get you through something :)

The all pink lifestyle brand stands on women empowerment. Not only did I pick the color pink because it’s my favorite color, but because it represents femininity. I strive to inspire and encourage young women on their journey to being the best versions of themselves through our products. 

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